6 CPG Funnels: How We Study Ads, Landers & Offers
Shownotes
“It’s very easy to scrape an ad library, pull out concepts and then literally just duplicate the ad. That’s just a race to the bottom.”
How do you learn from other brands without copying them?
Matt Bertulli (Founder, Pela Case & Lomi) and Cody Plofker (Advisor & fmr. CEO, Jones Road Beauty) share their screens to walk through six consumables brands they’re learning from while building Winks. Each picked three, plus one bonus from outside DTC.
1. Nutrition Geeks: UK single-ingredient
2. Norse Organics: Natural acne care
3. Elavate: UK collagen for women
4. MarsMen: Testosterone support
5. Spoiled Child: Oddity’s brand
6. Boostcous: Gluten-free couscous
(Bonus) Wispr Flow: AI voice app
Matt and Cody trace each brand’s ads, landers and offers, including why long pages still convert. Some brands force subscriptions, others offer a choice, and a few lead with one-time bundles. Meanwhile, Winks is testing a no-subscription bundle of its own.
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