I’ve been seeing a lot from today’s brand, Breatheasy, which is kind of weird. They sell clean replacements for vapes and cigarettes, but I’ve never used either.
Then I realized, my cousins were talking about quitting smoking recently. That’s probably why the algo’s pushing these ads to me. Makes sense (and really smart!) I’ve mentioned this product to them a couple of times just because I keep seeing it.
Anyway, enough about their ad strategy. You’re not here for that.
What I do want to talk about is this: Breatheasy is the first brand I’ve seen with a Tagalog word on their website. LOVE IT. Filipino is beautiful. Maybe I’ll start doing rewrites in Tagalog one of these days. Or maybe today. We’ll see.
If it fits what they’re trying to do, why not?
Speaking of which—what are they trying to do? From their copy, I can see they’re going for a ‘friendly concierge’ vibe. Very helpful, but not a lot of personality. You ask, they answer.
It’s not a bad approach. Clear and direct will never hurt. But for a product that helps people quit smoking? If you connect to the market on a personal level, it could do a lot more.
Breatheasy Pro Device
The realest way to quit — but now in a sleek, premium build that helps you stay committed.
Yes, this is an upgrade to the classic Breatheasy. The most advanced version yet.
Same promise as before:
No smoke, no vape, no nicotine. Nothing to recharge, nothing to refill.
What’s new?
A medical-grade metal body that feels cool and solid when you pick it up. Sleek enough to slip in your pocket, sturdy enough to remind you you’re actually doing this.
Because sometimes, cravings still show up on drives, during late nights, or after lunch tambays. Yes, you’re not looking to slip back. You just want something in your hand that helps you stand your ground.
So you place it between your lips and take a breath. You feel a clean pull of mint, citrus, or something bright settling in your chest. It feels familiar. Only this time, it’s clean. You’re clean.
That’s why we made it this way.
You deserve something that feels built to last. Something you can trust, just like you’re learning to trust yourself to keep going until that “kaya ko pala” moment.
Original copy (at the time of revamp):
Overall: Can’t place this one. I think it’s because this kind of product is something that you should do a lot of research first, because of the science and all that. And of course, I’m not doing that kind of research for this ✌️I just went with whatever I found on their website and from the little stuff I learned from my cousins.
I stuck with the friendly and helpful tone, but I placed a lot of personality and a little bit of a familiar feel. This is sometimes what it takes to push people to hit that buy button.
Total time spent writing: 1 hour. It was a tough one. I kept changing my mind about what angle to take. At first, I wanted to go for a story-focused approach, but I realized a product like this needs its benefits and features highlighted clearly.
The usual story-based product descriptions work best with commodity-type products. This isn’t a movie where a character tells a random story just to prove a point. You need context.
That’s also why I didn’t use Tagalog here—except for the word “tambay.” Since the product already has a dedicated product page, dropping Tagalog sentences would feel out of place, and we don’t want that.
We also don’t want your product pages (or any of your marketing pieces) to feel off. These things need structure and planning.
I can take that off your plate.
