MOTH Drinks Loyalty Programme Launch: Flame Club.

MOTH wanted to reward returning customers with a new loyalty programme. I led the concepting and was the sole copywriter on the project, developing the programme’s name, defining its tone, and writing all copy for the website, email communications, and social media launch.

The launch email achieved a 44% open rate and a strong conversion rate, turning casual sippers into “devotees.”

Naming & Strategy

I drew on the brand’s name to explore subtle associations with the insect itself. Like a moth is drawn to a ‘flame’ and a returning customer to a MOTH cocktail, that’s where I landed. Strategically, it felt right to avoid overly abstract or complex tier naming. I instead opted for an approachable and friendly system, in fitting with the brand’s tone of voice and in light of the programme’s more abstract name.

Across all touchpoints, I flexed MOTH’s warm, conversational style—balancing clarity with charm. I used familiar stylistic tools like rhyme and alliteration to keep the copy playful while delivering action-led messaging. For example: “Get MOTH. Get rewards.”