Hey there!

If you know me I love CPG brands. I love working with them, as it’s super fun and exciting to come up with new ad concepts, especially for better-for-you brands.

I’d almost say we’re somewhat specialized in scaling them up. Hit the reply button if you run a CPG brand and would like to see our strategies to scale up via direct response ads.

So this week I want to dedicate the newsletter to 3 amazing CPG brands.

Let’s unpack these ads!

Magic Spoon

Magic Spoon always serves as a great inspiration when doing research. They have tons of concepts and always spin up something unique.

It’s no different with this ad, I really love the hook that points a finger to the CTA button, actually when I think about it I am not sure if it’s the perfect hook as why would someone press the CTA if you haven’t seen the whole ad.

Anyway, after the opening they have a spoon going into a bowl with cereal almost like a first person shooter being able to see the gun from the POV of the user (not that I would tape a spoon to my head, but you get the point lol). I love the POV here as it’s unique and grab the attention.

The text continues on the Keto angle by calling them out that they don’t have to miss eating cereal as it’s commonly known the keto diet can be quite a restrictive one and cereals aren’t a part of a normal keto diet. With this Magic Spoon shows that people can actually eat cereal while staying true to their diet. This speaks really well to an audience that is problem aware but not aware of a solution.

I do find the CTA a bit weak though, as it doesn’t show any elements that could be added to the end screen like social proof, customer images, the flavors they have etc. They missed the mark on the CTA.

Copywriting - 7/10
Visuals - 8/10
Likeliness to convert - 7/10
Overall rating - 7.5/10

Click here to see the full ad.

Ryze

An interesting 4-way collage image with a price objection handler in the middle. Especially the price per cup emblem makes this ad pop. I think the color is really well chosen and is a must in this image as without this emblem the image would be not so appealing.

I do think the image is on the kinda bland side. The headline doesn’t pop so people are mostly drawn to the middle emblem and they aren’t being called out. I’d personally replace the $1 per cup emblem with the headline in a horizontal way to call out the audience better and to stop the scroll.

The other text is hard to read and the images are a bit boring as well. One thing I’d say is that the copywriting is good as it tackles all the problems this product would tackle for its user so well done there.

To be honest, I think this ad could do well for a warmer audience, but for a complete cold audience, it’s missing some essential elements for it to convert well.

Copywriting - 7.5/10
Visuals - 7/10
Likeliness to convert - 6.5/10
Overall rating - 6.7/10

Click here to see the full ad.

Obvi

I really like the transition Obvi made with their ads. These are a lot cleaner and compared to the old ones which were a lot more direct response and scrappy these look so clean. (This doesn’t tell anything about performance though!)

So this ad speaks super well to an audience that’s already aware of their need for collagen. “More Than Collagen” The headline says it, you know you need collagen and we at Obi have a collagen that does more than your average collagen brand.

Then they go into the benefit points which are straight to the point and really well visualised with appropriate icons.

Additionally, if you know collagen you know it’s usually pretty boring. They added some extra elements like the tub sitting on a watermelon and above it it’s showing again that it’s a watermelon flavor. A great way of subtly letting the audience know they can enjoy collagen too.

Copywriting - 8/10
Visuals - 8/10
Likeliness to convert - 8/10
Overall rating - 8/10

Click here to see the full ad.

All the best,

Dennis 💚

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