GOOD PAIR DAYS’ SNEAKY SMART COPY

For obvious reasons, we love a copy-heavy ad. And the first time we saw this ad, we both were massive fans of the fact that it didn't feel like a wine club at all. It wasn't that M&S-y voice of grapes and regions and terroir. Nor was it the Brewdog-ification approach of "We're not like other wine clubs". It just felt like a cool brand that was 100% sure of who it is. Straight in the swipe file!

The obvious you can pinch from this is just how much you can stand out in your category by having a unique brand voice. But that's way too big a topic for this space. (DM us to get nerdy on brand voice.) The more immediately useful thing you can nick is that they've very cleverly handled objections to trying their product in this ad. Beneath the charming, mate-to-mate tone and the smart specificity of the details (love that Sprinkles the cat detail) there's an ad that's saying "we know you don't like reds, but you'll like this, trust us."

It's not overcoming an objection. It's not saying "we've chosen this specifically for its smooth profile and mellow notes".

It's just "yeah, we get it. But we think you'll dig this one." And that works because when a brand kind of addresses the elephant in the room or acknowledges that you might not love their product, we trust them more. (This is called two-sided messaging and studies show that it reliably increases how much people trust your brand.) And that on its own is huge. Because getting customers to try your product for the first time is hard. So a brand saying "we know you're reluctant, but..." is much more likely to land than "hey, try our stuff". Really smart stuff. (Plus, the storytelling format makes us experience something called narrative transportation AKA we *feel* the story rather than read it. Which makes it more effective. Again, really clever stuff.)