The Newsletter

We Need To Talk About Advertising

One email a week. Case studies, teardowns, and raw playbooks from the campaigns shaping culture. No spam. Unsubscribe whenever.

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Recent issues

Issue 042 · Thu

Case Study

How Liquid Death sold water for $263M

Breaking down the brand playbook behind the most-talked-about beverage of the decade.

"They didn't sell water. They sold a middle finger to wellness culture in a tallboy can. Here's the exact 4-step positioning move you can steal…"

$1.4B

Valuation

+140%

Yr-over-yr

<$10M

Ad spend

Issue 041 · Thu

Raw Value

The 7-word headline formula we use on every campaign

No fluff. Copy-paste this into your next brief and watch CTR climb.

"[Specific Audience] + [Tension] + [Unexpected Promise]. That's it. Below: 12 real headlines we shipped last quarter, with the CTR each one pulled…"

Issue 040 · Thu

Teardown

Why the new Jaguar rebrand actually worked

Everyone hated it. Then sales inquiries jumped 500%. Here's what the internet got wrong.

"Outrage is a distribution strategy. We pulled the search-trend data, the dealer numbers, and the boardroom memo. The pattern is uncomfortable…"

+3,200%

Search lift

+500%

Inquiries

Issue 039 · Thu

Behind The Work

We sent a burrito to the stratosphere. Here's the budget.

Line-by-line: what a viral stunt actually costs, and where the money really goes.

"Helium: $4,200. Permits: $1,800. The burrito itself: $11. Earned media value: $2.3M. The full P&L is below, plus the three things we'd do differently…"

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