090: This Ad’s Sweet. Let’s Make It Smart.

Hello, you powerful Creatives!

Welcome to Volume 9️⃣0️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at CreativeOS.

Today, we’re going to go over an ad with you and give some great takeaways so you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show 👊

Best,

Chase

Deux’s Ad 💪

What Works Well ❤️

1. Strong Hook With a Brand-Aligned Punchline
“So nice, we had to make it twice” is a clever line that hints at popularity or repeat demand. It’s short, memorable, and perfectly on brand—conversational, fun, and a little cheeky. Great for top-of-funnel awareness or retargeting.

2. Visual Focus on Product
The cookie is front and center, well-lit, and mouthwatering. DEUX does a good job showcasing texture, chunks, and ingredients—critical for any food product ad. The visual does the heavy lifting in creating desire without needing to over-explain.

3. Consistent Visual Identity
The earthy, monochromatic background, retro typography, and warm tones are all clearly part of DEUX’s visual ecosystem. This consistency builds brand equity and helps the ad feel instantly recognizable across platforms.

4. Plays to Curiosity With Minimalism
There’s no clutter, no extra messaging. For some audiences—especially those already familiar with the brand—that works in its favor. It makes the ad feel premium, intentional, and confident.

What Could Be Improved 🛠️

1. No CTA or Action Path
There’s no button, swipe prompt, or suggestion on what to do next. “Try now,” “Shop the cookie,” or even “Meet your new favorite snack” could guide the viewer toward taking action. Without that, this ad leans too heavily into awareness rather than conversion.

2. Lack of Product Context
We don’t know what makes this cookie different. Is it vegan? Gluten-free? Packed with protein? A functional food product like DEUX should call out at least one key differentiator—especially for cold traffic that might confuse it with a regular cookie brand.

3. Missing Value Proposition
The ad assumes prior brand familiarity. That’s risky in performance environments like Meta where many viewers may be new to the brand. A quick line like “Plant-based. Packed with benefits. Still a cookie.” could bridge that gap without diluting the minimalist aesthetic.

4. Doesn’t Leverage Social Proof
If this flavor is back due to customer demand, why not say it? “Back by popular demand” or “Sold out in 3 days—again” would reinforce urgency and popularity. If it’s a new drop, framing it as “our best cookie, now better” could still drive clicks.

5. Visually Flat on Scroll
On platforms like Instagram or Meta where visual noise is high, the brown-on-brown tones may not pop. Adding a contrasting badge, animated sparkle, or motion overlay (e.g., crumbs falling or cookie breaking apart) would add scroll-stopping impact.

What to Do 🚀

1. Add a clear CTA like “Shop Now” or “Try the New Drop” to drive clicks.
   

2. Include one functional benefit (e.g. “With Ashwagandha” or “Gluten-Free”) to differentiate.
   

3. Use urgency or social proof to push action—especially if this is a returning SKU.
   

4. Test light animation or bolder visual contrast for improved thumb-stopping power.
   

5. Consider a subheadline that speaks to first-time viewers unfamiliar with DEUX’s value prop.

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at CreativeOS and tell your friends!