but raised on the Upper East Side.” Today we’ll unpack the power of a story, food coloring, and leaning on an institution – for free!!!! – that already made the thing you’re selling famous.
ON THIS EPISODE OF GO-TO-MILLIONS
^ That ad sparked today’s subject matter. It’s masterful copywriting at play if you ask me.
Down to the italics.
When I saw this ad I immediately knew that the Upper East Side reference was in reference to Sant Ambroeus. Because I’ve had this cake there.
I’ve never lived in New York. I’ve had the cake exactly 1X. But at Sant Ambroeus I learned what Princess Cake was.
I also immediately knew that Flamingo Estate was collabing with Sant Ambroeus or at least was inspired by them. BECAUSE THE COPY TOLD ME SO.
To be served an ad that is that striking, with copy that is that pointed, made me feel like that ad was served for me. Because I understand exactly what the thing is that they’re selling, without them naming names.
Masterful.
P.S. I probably shouldn’t say this but I went to Sweden last Summer and had the cake there and I prefer the Sant Ambroeus version which is just about the tackiest thing I’ve ever said.
When you click through to the PDP from the ad, this STORY is there to greet you. It does indeed nod to Sant Ambroeus.
Read it in full and watch out for the last sentence. It sells!!!
It’s a launch for Mother’s Day, wrapped up in a story.
Which allows them to go out early. April 18th, to be exact.
Because you only find out it’s for Mother’s Day if you read the whole thing.
It’s layered. 🍰
Flamingo Estate knows that a Mother’s Day candle is a boring story.
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Especially when compared to a new candle with ties to Northern Europe and Manhattan that you can enjoy without consequence!!!
1 more thing. The vessel here – that signature oliveish green, is the same color as all Flamingo Estate candles. As the tomato candle that I hate the smell of.
Meaning that beautiful mint used in their marketing is powerful but relatively so cheap to execute. A universal vessel sure is less expensive than a food stylist. All of the impact of the mint color and the Sant Ambroeus name without A. changing anything on the ops side. B. profit-sharing with Sant Ambroeus.
The power of a story, food coloring, and leaning on an institution – for free!!!! – that already made the thing you’re selling famous.
