How Fussy Advertises on Meta

# Ad summary A woman discusses her experience with perimenopause body odor and how Fussy probiotic deodorant has helped her feel fresh all day. She highlights that it is 100% natural, with no aluminum or parabens, and that it handles both sweat and smell. She also likes the packaging and that it is refillable. # Brand positioning Fussy is presented as a natural and effective solution for body odor, particularly for those experiencing hormonal changes like perimenopause. The brand emphasizes its commitment to natural ingredients, avoiding aluminum and parabens, and offering a refillable, eco-friendly packaging design. Fussy positions itself as a modern, sustainable choice that addresses the root cause of body odor rather than just masking it, appealing to consumers who prioritize both personal health and environmental responsibility. # Product Fussy is a probiotic deodorant designed to target the bacteria that causes body odor at the source, rather than just masking the smell. It is formulated with 100% natural ingredients and is free from aluminum and parabens. The deodorant comes in a refillable container, with compostable deodorant refills available. The packaging is described as "super cute" and is designed to be environmentally friendly. The product is marketed towards individuals experiencing increased body odor due to hormonal changes, such as those in perimenopause, and is presented as an effective solution for managing both sweat and odor. # Visual style The ad has a polished UGC feel, with a mix of static shots and quick cuts. The production quality is high, with natural lighting and smooth transitions. The pacing is consistent, with cuts timed to the music and voiceover. The overall aesthetic is clean and modern, reflecting the brand's focus on natural ingredients and sustainable packaging. # Hooks Spoken: Why does no one talk about perimenopausal body odor and how to fix it? Text overlay: 00:00–00:01 / PERIMENOPAUSAL / BODY ODOUR AND / IT? Visual: 00:00–00:03 The shot features a woman with shoulder-length brown hair and fair skin, wearing a white cardigan and dark jeans. She is sitting in front of a white wall with a sliding closet door on the left and a small white table with a vase of pink flowers on the right. She is gesturing with her hands as she speaks directly to the camera. # Funnel stage Consideration # Pain points The ad addresses the frustration of increased body odor, particularly during perimenopause, and the ineffectiveness of traditional antiperspirants in managing it. "I realized I was sweating way more than usual and nothing I used before was cutting it." # Value propositions - Probiotic deodorant that targets the bad bacteria at the source instead of just masking it - 100% natural, no aluminum, no parabens, and it genuinely handles both sweat and smell - Refillable packaging # Benefits - Handles both sweat and smell - Keeps you fresh all day - Feel confident again # Features - Probiotic deodorant - Targets the bad bacteria at the source - 100% natural - No aluminum - No parabens - Refillable packaging # Call to action Give Fussy a go and thank me later. # Social proof - "I was so skeptical at first, but fair play, it keeps me fresh all day" – Female 1 (Customer) - "It's the only deodorant I've actually stuck with" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:03 The ad begins with the creator questioning why perimenopausal body odor isn't discussed more openly, setting the stage for the problem the product addresses. This is intended to immediately grab the attention of viewers who may be experiencing the same issue, framing the ad as a relatable conversation. - 00:03–00:12 00:03–00:12 The creator shares her personal experience of increased sweating and body odor, emphasizing that even clinical antiperspirants were ineffective. This builds credibility by showing the creator's own struggle and the ineffectiveness of traditional solutions. - 00:12–00:19 00:12–00:19 The creator introduces Fussy as a probiotic deodorant that targets the bad bacteria at the source, rather than just masking the odor. This positions Fussy as a superior solution that addresses the root cause of the problem. - 00:19–00:23 00:19–00:23 The creator expresses her initial skepticism about Fussy but admits that it effectively keeps her fresh all day. This builds trust by acknowledging doubts and then overcoming them with a positive personal experience. - 00:23–00:31 00:23–00:31 The creator highlights that Fussy is 100% natural, free of aluminum and parabens, and handles both sweat and smell. She also emphasizes the cute and refillable packaging, appealing to environmentally conscious consumers. - 00:31–00:38 00:31–00:38 The creator shares that she feels confident again and that others going through the same thing are not alone. This reinforces the emotional benefit of the product and creates a sense of community. - 00:38–00:42 00:38–00:42 The creator encourages viewers to try Fussy and thanks them in advance, stating that it's the only deodorant she's stuck with. This serves as a direct call to action and a final endorsement of the product.

# Ad summary This video ad features a pregnant woman sharing her personal experience with Fussy natural deodorant. She begins by addressing other pregnant individuals, explaining how her previous deodorants failed her during pregnancy due to hormonal changes and sensitive skin, causing irritation and persistent odor. She then introduces Fussy, recommended by a pregnant friend, as a "game changer." She highlights its benefits, including being pregnancy-safe, aluminum and paraben-free, offering 24-hour protection even with hormonal odor, and its probiotic formula. The ad also showcases the product's refillable system with compostable refills, emphasizing its eco-friendly aspect. The creator demonstrates applying the deodorant at home and on the go, expressing her trust and satisfaction with the product. # Brand positioning The brand "Fussy" is presented as a trustworthy, effective, and environmentally conscious solution for personal care, specifically deodorant. It aims to occupy a space in the consumer's mind as a reliable, natural, and pregnancy-safe option that delivers actual results, especially for those with sensitive skin or hormonal changes. The brand aligns with values of natural ingredients, sustainability (refillable system, compostable refills), and efficacy. It pushes against the norm of traditional deodorants that might cause irritation or fail to work under specific conditions (like pregnancy hormones). The brand positioning is both functional (effective, long-lasting, non-irritating) and emotional (peace of mind for pregnant individuals, caring for one's body and the planet). # Product The product advertised is Fussy natural deodorant, specifically highlighted for its suitability during pregnancy. It works by providing 24-hour protection, even against hormonal odor, through its probiotic formula. The product is for pregnant individuals and those with sensitive skin who are looking for a natural, effective, and non-irritating deodorant. Explicitly stated details include: it's a natural deodorant, pregnancy-safe, has a probiotic formula, gives 24-hour protection, is aluminum-free, paraben-free, and comes in a refillable system with compostable refills. USPs are its effectiveness during pregnancy, gentle formula for sensitive skin, and eco-friendly design. Use occasions shown include daily application at home, on-the-go application in a car, and general personal care. Purchase barriers addressed are the ineffectiveness of other natural deodorants, skin irritation, and environmental concerns. The ad emphasizes that it's "the only natural deodorant that's actually worked for me throughout my pregnancy" and "the only deodorant I actually trust now." The specific scent mentioned is "coconut milk." # Visual style The ad has a hybrid production quality, blending a UGC feel with polished product shots. The overall aesthetic is bright, clean, and natural, using natural light predominantly. The editing style features a mix of quick cuts between different scenes and static shots for product demonstrations or direct address. Transitions are generally quick and direct, without elaborate effects. It leans towards a polished UGC style. The creator speaks directly to the camera, uses personal anecdotes, and films in everyday settings (bathroom, nursery, car), giving it an authentic, relatable feel. However, the product shots are well-lit and clearly framed, elevating it beyond raw UGC. This supports an intended tone of genuine recommendation from a trusted peer. Recurring motifs include close-ups on the product, demonstrations of use, and the creator interacting with her pregnant belly, reinforcing the target audience and product benefits. The pacing is relatively quick, with shots changing every 2-3 seconds on average, keeping the viewer engaged. It maintains a consistent, energetic rhythm throughout. Cuts and product actions are well-timed to the voiceover, ensuring the visuals directly support the spoken narrative and claims. Text overlays also appear in sync with relevant spoken phrases. # Hooks Spoken: For all the pregnant mamas out there, this is the only natural deodorant that's actually worked for me throughout my pregnancy. Text overlay: FOR ALL THE / PREGNANT MAMAS OUT / THIS IS THE ONLY NATURAL DEODORANT / THAT'S ACTUALLY WORKED FOR ME THROUGHOUT MY PREGNANCY Visual: Medium shot of a pregnant woman (Female 1) sitting, facing the camera, holding a purple Fussy deodorant case in her right hand and gesturing with it. She wears a white tank top and a silver necklace with a heart pendant. Her hair is pulled back in a ponytail. Her left hand rests on her pregnant belly. The background is a light-colored room with a green plant on a white dresser. Camera is stationary, tripod-style, eye-level. Lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points Ineffective deodorant during pregnancy: "When my hormones kicked in, my old deodorant just stopped working. Reapplying constantly and I could still smell it coming through." Skin irritation from deodorant: "And the irritation? Awful. My skin got so sensitive during pregnancy." # Value propositions - "the only natural deodorant that's actually worked for me throughout my pregnancy" (efficacy for a specific demographic) - "pregnancy safe" (safety and peace of mind) - "probiotic formula gives me 24-hour protection, even with hormonal odor" (advanced formulation for strong, long-lasting protection) - "aluminum and paraben free, so it gives my sensitive skin no irritation" (gentle, non-toxic for sensitive skin) - "refillable system is genius" (convenience and innovation) - "compostable refills that last for months, which means great for me and the planet" (sustainability, cost-effectiveness, environmental responsibility) - "the only deodorant I actually trust now" (reliability and confidence) # Benefits - Actually worked for me throughout my pregnancy - No irritation for sensitive skin - Protection even with hormonal odor - Feels like such a relief - Pregnancy safe - Great for me and the planet - Trustworthy - Total game changer # Features - Natural deodorant - Probiotic formula - 24-hour protection - Aluminum-free - Paraben-free - Refillable system - Compostable refills - Last for months - Fresh scent (coconut milk mentioned) - Not overpowering scent # Call to action None used. # Social proof - "Then a friend who's also pregnant told me about Fussy." – Female 1 (Creator) - "For all the pregnant mamas out there, this is the only natural deodorant that's actually worked for me throughout my pregnancy." – Female 1 (Creator) - "Fussy is the only deodorant I actually trust now." – Female 1 (Creator) - "It's honestly a total game changer." – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the perspective of a pregnant woman sharing her personal experience and recommendation for the product, using "I" statements and demonstrating its use in her daily life. # Storyline - 00:00–00:05 The creator, a pregnant woman, introduces the Fussy deodorant to "all the pregnant mamas out there," positioning it as the "only natural deodorant that's actually worked for me throughout my pregnancy." This sets up a personal testimonial and targets a specific audience, establishing her as a credible user with a shared experience. The tone is direct and empathetic. - 00:05–00:08 The creator, looking in a mirror, raises her arm to apply deodorant, explaining that "when my hormones kicked in, my old deodorant just stopped working." This visually demonstrates the problem she faced, creating relatability for viewers experiencing similar issues. The tone is one of frustration. - 00:08–00:11 The creator is seen in a nursery, sitting on the floor amidst baby clothes, looking tired and reapplying deodorant. She states she was "reapplying constantly" and "could still smell it coming through." This reinforces the ineffectiveness of her previous deodorant and highlights the inconvenience and persistent problem, deepening the pain point. The setting implies the busy, often overwhelming life of a new or expectant mother. - 00:11–00:13 Close-up on the creator's armpit, which appears red and irritated, as she touches it with a pained expression. She describes the "irritation" as "awful." This visually and verbally emphasizes the physical discomfort caused by her previous deodorant, making the problem tangible and severe. - 00:13–00:16 The creator opens a bathroom cabinet, removing old deodorant products, and states, "My skin got so sensitive during pregnancy." This visually signifies discarding old, ineffective solutions and further explains the root cause of her problem, linking it directly to pregnancy-induced sensitivity. - 00:16–00:18 The creator applies a different deodorant (implied to be Fussy) in the mirror, looking relieved. She explains that a pregnant friend told her about Fussy. This introduces the solution and the brand through a trusted peer recommendation, adding a layer of social proof. - 00:18–00:21 A white Fussy box is shown, then opened to reveal the purple Fussy deodorant case and refills. The creator expresses relief, saying "suddenly switching felt like such a relief." This visually presents the product and its packaging, while the voiceover conveys the emotional benefit of finding a solution. - 00:21–00:24 The creator holds the purple Fussy case, highlighting that it's "a natural deodorant that's pregnancy safe and actually has results." This directly addresses the key benefits and reassures the target audience about its safety and efficacy. - 00:24–00:25 The creator demonstrates how to open the Fussy case. This is a quick product demo, showing ease of use. - 00:25–00:26 Close-up on the Fussy deodorant stick, revealing its texture. The creator mentions the "probiotic formula." This highlights a key feature and ingredient, suggesting advanced formulation. - 00:26–00:28 The creator applies the Fussy deodorant to her armpit. She states it "gives me 24-hour protection, even with hormonal odor." This is a direct demonstration of use and a strong claim about its performance, directly addressing the earlier pain point. - 00:28–00:30 The creator smiles while holding the Fussy deodorant, with her arm raised, looking confident. She adds that it's "aluminum and paraben free." This reinforces safety and natural ingredients, while her confident expression conveys the emotional benefit of feeling fresh and secure. - 00:30–00:33 The creator is in a car, applying Fussy deodorant, and points to the Fussy logo. She explains it "gives my sensitive skin no irritation." This shows the product's portability and convenience for on-the-go use, while reiterating the benefit for sensitive skin. - 00:33–00:36 The creator continues to apply deodorant in the car, then puts it away. She praises the "fresh" but "not overpowering" scent. This highlights another sensory benefit and preference. - 00:36–00:38 The creator holds three Fussy refills, stating her "current favorite scent has to be the coconut milk." This showcases the refill system and introduces a specific scent, encouraging variety and personalization. - 00:38–00:39 The creator smells a Fussy refill, smiling. This visually confirms the pleasant scent and her enjoyment of it. - 00:39–00:44 The creator demonstrates inserting a refill into the Fussy case, calling the refillable system "genius" and highlighting "compostable refills that last for months." This showcases the eco-friendly and practical aspects of the product, emphasizing sustainability and longevity. - 00:44–00:45 The creator holds the Fussy deodorant, smiling, and states it's "great for me and the planet." This summarizes the dual benefits of personal well-being and environmental responsibility. - 00:45–00:47 The creator, holding her pregnant belly and the Fussy deodorant, says "Pregnancy made me care way more about what I put on my body." This reinforces the personal connection to pregnancy and the importance of safe products. - 00:47–00:50 Close-up on the creator's armpit, which appears smooth and healthy. She states, "Fussy is the only deodorant I actually trust now." This provides a strong endorsement and visual proof of the product's positive effect on her skin. - 00:50–00:51 A shot of the Fussy deodorant and a cream on a windowsill. This is a product beauty shot, reinforcing the brand presence. - 00:51–00:53 The creator, holding her pregnant belly and the Fussy deodorant, smiles and says, "It's honestly a total game changer." This delivers a powerful final testimonial, emphasizing the transformative impact of the product. - 00:53–00:54 Final shot of the Fussy deodorant on a windowsill. This serves as a final product display.

# Ad summary This ad acknowledges the common experience of women who have tried natural deodorants that don't provide adequate odor protection. It presents Fussy as a natural, aluminum-free deodorant that actually works all day. # Brand positioning Fussy is presented as a natural and effective alternative to traditional deodorants. The brand acknowledges the common experience of women who have tried natural deodorants that don't work, positioning itself as a solution to this problem. Fussy aims to occupy the space of a reliable, natural deodorant that keeps up all day, pushing against the norm of ineffective natural deodorants. # Product Fussy is a natural, aluminum-free deodorant designed for women who have had negative experiences with other natural deodorants. The product is presented as a solution for those who want a natural deodorant that actually keeps up all day. The ad addresses the purchase barrier of ineffective natural deodorants by highlighting Fussy's ability to provide all-day odor protection. # Visual style The ad has a clean and minimalist visual style with a focus on the product. The soft pink background and diffused lighting create a calming and inviting atmosphere. The image is well-lit and professionally shot. # Hooks Headline: We Are Sorry # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of using natural deodorants that don't provide adequate odor protection, leading to "the midday check, the outfit regret, the quiet return to your old deodorant." # Value propositions - A natural, aluminium-free deodorant that actually keeps up, all day long. # Benefits - keeps up, all day long # Features - natural - aluminium-free # Call to action None used. # Social proof - Trustpilot Over 30,000 reviews # Point of view - Brand: The entire ad is told from the brand's perspective, as it expresses empathy, acknowledges pain points, and presents its product as the solution. # Storyline - The ad starts by acknowledging the shared experience of women who have tried "go[ing] natural" with deodorant and found it to be ineffective. This is intended to create a sense of empathy and understanding with the target audience, told from the brand's perspective. - The ad then describes the common frustrations associated with ineffective natural deodorants, such as "the midday check, the outfit regret, the quiet return to your old deodorant." This is intended to highlight the pain points that Fussy aims to solve, told from the brand's perspective. - The ad expresses the brand's regret that the viewer didn't find Fussy sooner, positioning the product as the solution to their deodorant problems. This is intended to create a sense of urgency and desire for the product, told from the brand's perspective. - The ad concludes by highlighting Fussy's key benefit: "A natural, aluminium-free deodorant that actually keeps up, all day long." This is intended to reinforce the product's value proposition and differentiate it from other natural deodorants, told from the brand's perspective.

# Ad summary This ad promotes Fussy, a natural deodorant brand. The ad features the brand's founder explaining how he started the company in his kitchen because he couldn't find a natural deodorant that worked for him. The ad also shows people using the product and explaining how effective it is. # Brand positioning Fussy is presented as a natural deodorant brand that prioritizes effectiveness. The brand was founded because the founder couldn't find a natural deodorant that worked for him. The brand aligns with a lifestyle that values natural products and effectiveness. The brand pushes against the norm that natural deodorants are not as effective as traditional deodorants. The brand positioning is functional, focusing on the performance of the product. # Product Fussy is a natural deodorant that uses good bacteria called Lactobacillus to target the bad bacteria that hangs out in your armpits. The product is for people who are looking for a natural deodorant that is effective. The product is designed to target the bad bacteria that causes body odor, so that when you sweat, you don't actually smell. The product is presented as an alternative to antiperspirants. # Visual style The ad has a UGC feel with a mix of polished commercial shots and casual, handheld footage. The editing style is quick cuts, with a consistent pace throughout the ad. The audio-visual sync is timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:07 natural deodorants just didn't work for me. I could not find one that stopped the smell of sweat, so I thought we're gonna make one that does. Text overlay: 00:00–00:02 Why switch to natural deodorant? Visual: 00:00–00:07 A man with glasses and a black long-sleeved shirt with the letters MBP on it is sitting in a green chair in front of a yellow wall. He is holding a red object in his hands and talking into a microphone. # Funnel stage Consideration # Pain points The pain point is that natural deodorants don't work. The founder states that he "could not find one that stopped the smell of sweat." # Value propositions - Natural deodorant that actually works - Targets the root cause of body odor # Benefits - When you sweat, don't actually smell # Features - Good bacteria called Lactobacillus - Targets the bad bacteria that hangs out in your armpits # Call to action Switch Today # Social proof - "Like this stuff's actually really good" – Female 1 (Customer) # Point of view - Customer 30% – The customer POV is communicated through testimonials and people using the product. - Brand 70% – The brand POV is communicated through the founder's explanation of the brand's origin story and the product's features. # Storyline - 00:00–00:07 00:00–00:07 The founder of Fussy is sitting in a chair and explains that he started the company because he couldn't find a natural deodorant that worked for him. This is intended to convey the brand's origin story and the founder's personal connection to the product. The audience is experiencing the story from the founder's perspective, which is conveyed through his tone and the setting. - 00:07–00:11 00:07–00:11 The ad shows footage of someone mixing oils and sniffing essential oils in pans. This is intended to show the early stages of the brand's development and the founder's commitment to creating a natural deodorant. The audience is experiencing the story from the brand's perspective, which is conveyed through the visuals. - 00:11–00:14 00:11–00:14 The founder explains that the brand now has a factory, but that they used to burn through pans and test the product on friends. This is intended to show the brand's growth and the founder's dedication to creating an effective product. The audience is experiencing the story from the founder's perspective, which is conveyed through his tone and the setting. - 00:14–00:21 00:14–00:21 The ad shows footage of people testing the product and sniffing each other's armpits. This is intended to show that the product is effective and that people are happy with it. The audience is experiencing the story from the customer's perspective, which is conveyed through the visuals and the people's expressions. - 00:21–00:24 00:21–00:24 The ad shows a woman saying that the product is actually really good. This is intended to provide social proof and show that the product is effective. The audience is experiencing the story from the customer's perspective, which is conveyed through her tone and the setting. - 00:24–00:26 00:24–00:26 The founder explains that the brand focused really hard on effectiveness from the start. This is intended to reinforce the brand's commitment to creating an effective product. The audience is experiencing the story from the founder's perspective, which is conveyed through his tone and the setting. - 00:26–00:34 00:26–00:34 The ad shows footage of people using the product and explains that it uses good bacteria called Lactobacillus to target the bad bacteria that hangs out in your armpits. This is intended to explain how the product works and why it is effective. The audience is experiencing the story from the brand's perspective, which is conveyed through the visuals and the explanation. - 00:34–00:36 00:34–00:36 The founder encourages viewers to ditch their antiperspirant and switch to Fussy. This is intended to encourage viewers to try the product. The audience is experiencing the story from the brand's perspective, which is conveyed through his tone and the setting. - 00:36–00:39 00:36–00:39 The ad shows the product and encourages viewers to switch today. This is intended to encourage viewers to purchase the product. The audience is experiencing the story from the brand's perspective, which is conveyed through the visuals and the call to action.

# Ad summary This ad showcases a customer testimonial in the form of a text message screenshot, highlighting the positive reception and fragrance-like quality of Fussy deodorant. # Brand positioning Fussy is presented as a deodorant brand that defies typical expectations by creating a product so appealing that it's mistaken for perfume. The brand positions itself as a provider of deodorant that is not only effective but also desirable, prompting others to inquire about the scent. This suggests a focus on creating a premium experience within the deodorant category, pushing against the norm of purely functional deodorants and aligning with a lifestyle of confidence and attention to detail. # Product The product is a deodorant from the brand Fussy, packaged in a bright pink, rounded container. The ad highlights that the deodorant has a scent so appealing that people mistake it for perfume. The ad features a customer testimonial about the product, emphasizing its unique fragrance and the positive attention it attracts. The deodorant is presented as a solution to the problem of body odor, while also offering an unexpected benefit of a pleasant scent that others notice and compliment. # Visual style The ad uses a platform-native style, mimicking a text message interface to create a sense of authenticity and relatability. The production quality is simple and straightforward, resembling a user-generated content (UGC) format. The image treatment includes blurring of certain elements to focus attention on the key message and product. The typography is integrated seamlessly into the text message interface, maintaining a natural and familiar look. # Hooks Headline: Tried fussy deodorant this week and 3 people have stopped me to ask what perfume I'm wearing 🤭 # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of using deodorant that doesn't smell appealing or doesn't provide a pleasant fragrance experience. "Tried fussy deodorant this week and 3 people have stopped me to ask what perfume I'm wearing 🤭" # Value propositions - The deodorant smells so good that people mistake it for perfume. # Benefits - smells like perfume # Features - deodorant # Call to action None used. # Social proof - "Tried fussy deodorant this week and 3 people have stopped me to ask what perfume I'm wearing 🤭" - Customer testimonial # Point of view - Customer: The text message screenshot presents the experience from the customer's point of view, sharing their personal feedback and positive reception of the product. # Storyline - The ad opens with a screenshot of a text message, where the customer shares their experience using Fussy deodorant. This is included to immediately establish a sense of authenticity and personal endorsement. - The customer states that they tried Fussy deodorant this week and have been stopped by three people who asked what perfume they are wearing. This is included to highlight the product's unique benefit of smelling so good that it's mistaken for perfume, creating a sense of intrigue and desire. - The text message interface is shown, including the message input field, suggesting an ongoing conversation and inviting the viewer to imagine themselves having a similar experience. This is included to create a sense of relatability and aspiration. - A photo of the Fussy deodorant container is included within the text message, providing a visual reference for the product being discussed. This is included to reinforce brand recognition and showcase the product's packaging.

# Ad summary This ad uses a text message format to promote Fussy deodorant. The ad shows a conversation where one person complains about body odor and another recommends Fussy deodorant as the best they've ever used. # Brand positioning Fussy is presented as a solution to body odor, positioned as a highly effective deodorant. The brand is recommended by a customer as 'the best deodorant I have ever used,' suggesting a focus on quality and customer satisfaction. The brand aims to occupy the space of a reliable and effective deodorant that customers can trust to solve their body odor issues. # Product The product being advertised is Fussy deodorant. It is presented as a solution for body odor, recommended by a customer as the best deodorant they have ever used. The deodorant comes in a black container with a white top. The ad addresses the pain point of body odor, particularly when it occurs unexpectedly ('So embarrassing, its not even midday and I stink. Need a new deodorant ASAP'). The product is portrayed as a reliable solution to this problem. # Visual style The ad uses a platform-native style, mimicking a text message interface. The production quality is simple and straightforward, resembling a screenshot of a text conversation. The image treatment is minimal, with a focus on clear and direct communication. The typography is basic and legible, consistent with standard text messaging fonts. # Hooks Headline: So embarrassing, its not even midday and I stink. Need a new deodorant ASAP # Funnel stage Middle of funnel # Pain points The pain point is unexpected body odor, as expressed in the text: "So embarrassing, its not even midday and I stink. Need a new deodorant ASAP" # Value propositions - The best deodorant for body odor # Benefits - hands down the best deodorant I have ever used # Call to action None used. # Social proof - "You have to try fussy, hands down the best deodorant I have ever used" # Point of view - Customer: The initial text message expressing frustration with body odor is from the customer's point of view, highlighting their problem and need for a solution. - Customer: The recommendation of Fussy deodorant is from the point of view of a satisfied customer, endorsing the product based on their personal experience. - Brand: The image of the Fussy deodorant is from the brand's point of view, showcasing the product and visually reinforcing the recommendation. # Storyline - The ad opens with a text message from someone complaining about their body odor, stating, 'So embarrassing, its not even midday and I stink. Need a new deodorant ASAP.' This is from the perspective of a customer experiencing a problem, setting up the need for a solution. - The next message is a recommendation from another person who suggests Fussy deodorant, saying, 'You have to try fussy, hands down the best deodorant I have ever used.' This is from the perspective of a satisfied customer, introducing the product as a solution to the problem. - An image of the Fussy deodorant is included in the text message, providing a visual representation of the product being recommended. This is from the brand's perspective, showcasing the product in a real-world context.

# Ad summary This image ad for Fussy deodorant uses an apologetic tone to address consumers who have had negative experiences with natural deodorants. It highlights that Fussy is a natural, aluminum-free deodorant that actually works all day. # Brand positioning Fussy is presented as a natural and effective alternative to traditional deodorants. The brand acknowledges the common frustrations associated with natural deodorants, such as ineffectiveness and unpleasant scents, and positions itself as a solution that overcomes these issues. The brand's tone is apologetic and understanding, suggesting a customer-centric approach. Fussy aims to occupy a space in the consumer's mind as a reliable and trustworthy natural deodorant option, pushing against the norm of ineffective natural deodorants. # Product The product is a natural, aluminum-free deodorant designed to provide all-day odor protection. It is presented as a solution for those who have had negative experiences with other natural deodorants, particularly regarding effectiveness and scent. The deodorant comes in a refillable, light blue container with the brand name 'fussy' embossed on the side. The ad emphasizes that Fussy deodorant 'actually works all day,' addressing a key purchase barrier for consumers skeptical of natural deodorants. The product is for individuals seeking a natural deodorant option that is both effective and environmentally conscious. # Visual style The ad has a clean and minimalist visual style, with a focus on the product and its packaging. The soft color palette and natural lighting create a sense of calm and trustworthiness. The image is well-lit and professionally shot, giving it a polished and high-quality feel. # Hooks Headline: We Are Sorry # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the ineffectiveness and disappointment associated with many natural deodorants, leading to regret and switching back to traditional options. "Sorry to everyone who's tried natural deodorant and regretted it by lunchtime." # Value propositions - A natural, aluminium-free deodorant that actually works all day. # Benefits - actually works all day # Features - natural - aluminium-free deodorant # Call to action None used. # Social proof - Trustpilot Over 30,000 ⭐⭐⭐⭐⭐ reviews # Point of view - Brand: The entire ad is told from the brand's perspective, expressing empathy for customers' past experiences with natural deodorants and positioning Fussy as a superior solution. # Storyline - The ad opens with the brand expressing 'We Are Sorry' to those who have tried natural deodorants and been disappointed, immediately establishing a sense of empathy and understanding. This is told from the brand's perspective, acknowledging the common frustrations associated with natural deodorants. - The brand continues by referencing specific negative experiences, such as regretting the deodorant by lunchtime and switching back to old sticks, further demonstrating their understanding of the customer's pain points. This is told from the brand's perspective, showing they are aware of the challenges consumers face with natural deodorants. - The ad concludes by stating 'We're sorry you didn't find Fussy sooner. A natural, aluminium-free deodorant that actually works all day,' positioning Fussy as the solution to these problems and highlighting its key benefits. This is told from the brand's perspective, introducing their product as a reliable alternative.

# Ad summary This ad acknowledges the shortcomings of natural deodorants and positions Fussy as a natural, aluminum-free deodorant that actually works. # Brand positioning Fussy is presented as a natural, aluminum-free deodorant brand that understands the frustrations of consumers who have tried other natural deodorants and found them ineffective. The brand positions itself as a solution for those who want a natural deodorant that actually works and goes the distance. The brand's tone is empathetic and understanding, acknowledging the common issues with natural deodorants and positioning Fussy as a reliable alternative. # Product Fussy is a natural, aluminum-free deodorant designed to provide long-lasting odor protection. The ad highlights the product's ability to "go the distance," addressing the common pain point of natural deodorants that fail to provide adequate protection throughout the day. The product is presented as a solution for those who have experienced the "post-gym paranoia" and the "awkward arm check" associated with ineffective natural deodorants. The ad emphasizes that Fussy is a deodorant that actually works, offering a reliable and natural alternative to traditional deodorants. # Visual style The ad has a clean and minimalist visual style, with a focus on the product and its packaging. The lighting is soft and diffused, creating a natural and inviting feel. The color palette is muted, with a focus on neutral tones. The overall aesthetic is modern and sophisticated. # Hooks Headline: We Are Sorry # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of natural deodorants that don't work, highlighting the "post-gym paranoia, the awkward arm check, the 'this definitely isn't working' moment." # Value propositions - A natural, aluminium-free deodorant that actually goes the distance. # Benefits - actually goes the distance # Features - natural - aluminium-free deodorant # Call to action None used. # Social proof - Trustpilot Over 30,000 reviews # Point of view - Brand: The brand expresses empathy and understanding towards customers who have had negative experiences with natural deodorants. - Customer: The ad highlights the common frustrations and pain points experienced by customers who have tried ineffective natural deodorants. # Storyline - The ad starts by acknowledging the struggles of men who have tried natural deodorants and found them lacking, creating a sense of empathy and understanding from the brand's perspective. - The ad then lists common frustrations associated with ineffective natural deodorants, such as "post-gym paranoia" and the "awkward arm check," highlighting the problem from the customer's perspective. - The ad expresses the brand's understanding of these frustrations and apologizes for not providing a solution sooner, positioning Fussy as the answer to these problems from the brand's perspective. - The ad concludes by introducing Fussy as a natural, aluminum-free deodorant that actually works and goes the distance, offering a solution from the brand's perspective.

# Ad summary This ad for Fussy deodorant highlights what differentiates the brand from other brands in the same category. The ad calls out negative attributes of competitor brands and then presents Fussy as the solution, highlighting the product itself. # Brand positioning Fussy aims to disrupt the deodorant industry by positioning itself as the antithesis of traditional brands. The brand's positioning emphasizes natural ingredients, sustainability, and effective odor protection. Fussy's customer cares about the environment and wants a deodorant that is both effective and eco-friendly. By focusing on the elimination of harsh chemicals, single-use plastics, and ineffective formulas, Fussy suggests that it is a brand that stands for responsibility and high-quality. # Product Fussy offers a refillable deodorant system designed to be eco-friendly and effective. The deodorant features a durable, reusable case made from recycled materials. The deodorant itself comes in the form of a solid refill that is inserted into the case. These refills are formulated without harsh chemicals and are designed to provide long-lasting odor protection, addressing the common issues of cheap scents that fade and body odor by midday. The brand offers a variety of scents, each packaged in a different colored case, allowing consumers to choose a scent that matches their personal preferences. The deodorant is targeted at those seeking a sustainable and effective alternative to traditional deodorants, avoiding single-use plastic waste. # Visual style The ad has a clean and minimalist aesthetic, with a bright, neutral background that makes the product colors pop. The product is displayed in a line at the bottom, with soft, diffused lighting. The overall style is modern and visually simple. The font is clear and legible and complements the product's color scheme. # Hooks Headline: Smell iconic all day # Funnel stage Consideration # Pain points The ad addresses the pain points of traditional deodorants, such as "Harsh chemicals", "Cheap scents that fade", "BO by midday", and "Single use plastic". # Value propositions - Sustainable and effective alternative to traditional deodorants - Avoid single-use plastic waste # Benefits - Smell iconic all day # Features - Refillable deodorant case - Variety of scents # Call to action None used. # Social proof - Trustpilot Over 30,000 ***** reviews # Point of view - Brand: The brand name is listed in an oval shape at the top of the image. This establishes brand ownership and signals that the messaging is coming directly from the company. # Storyline - The ad starts by listing common frustrations associated with traditional deodorants, such as harsh chemicals, scents that fade, body odor by midday, and single-use plastic. This creates a problem-focused perspective, highlighting the negative aspects of existing products and setting the stage for Fussy as a solution. - The focus shifts to the brand's promise by focusing on the opportunity to "Smell iconic all day". This transitions from a problem-focused perspective to a benefit-oriented message, enticing viewers with the idea of long-lasting freshness and confidence. - The ad concludes by showcasing the deodorant product itself, displaying an array of different color options. This provides a product-focused view, allowing the audience to visualize the brand's deodorants and envision how they can personally benefit from the product. This encourages the audience to consider the brand as a solution.

# Ad summary This ad features a hand holding a Fussy brand deodorant container with a sticky note attached that says "WANTED: 50 people to try our 100% effective natural deodorant". # Brand positioning Fussy is presented as a brand that is looking to expand its customer base by offering a free trial of its deodorant product. The brand is positioned as offering a natural and effective deodorant, which may appeal to consumers who are looking for a healthier or more environmentally friendly alternative to traditional deodorants. The brand is presented as approachable and accessible, as it is looking for everyday people to try its product. # Product The product being advertised is a deodorant by Fussy. The deodorant comes in a rounded, rectangular container that is light purple in color. A bright yellow sticky note is attached to the front of the container. The sticky note states that the brand is looking for 50 people to try their 100% effective natural deodorant. The ad is telling the viewer that this product is worth trying because it is natural and effective, and the brand is offering a free trial to a limited number of people. # Visual style The ad has a UGC production quality, with a simple and straightforward visual style. The image is well-lit and in focus, but it does not appear to have been professionally shot. The visual motif is a close-up shot of the product, with a handwritten note attached. The image treatment is minimal, with no obvious filters or color grading. The typography integration is simple and legible. The style is platform-native, as it resembles a casual post that might be shared on social media. # Hooks Headline: WANTED: (on yellow sticky note) # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the customer may be frustrated with deodorants that are not effective or that contain unnatural ingredients. The sticky note says "WANTED: 50 people to try our 100% effective natural deodorant", which suggests that the brand is looking for people who are not satisfied with their current deodorant. # Value propositions - 100% effective natural deodorant # Benefits - effective deodorant # Features - 100% natural deodorant # Call to action None used. # Point of view - Brand: The entire image is from the brand's point of view, as they are showcasing their product and making an offer to potential customers. # Storyline - The ad opens with a hand holding a Fussy brand deodorant container. This is included to showcase the product being advertised. The audience is experiencing it from the brand's perspective, as they are highlighting their product. - A bright yellow sticky note is attached to the front of the container, stating that the brand is looking for 50 people to try their 100% effective natural deodorant. This is included to entice viewers to try the product by offering a free trial. The audience is experiencing it from the brand's perspective, as they are making an offer to potential customers.

# Ad summary This ad compares a traditional deodorant stick with Fussy deodorant, highlighting the benefits of Fussy such as natural ingredients, easy refills, and lasting odor protection. # Brand positioning Fussy is presented as a modern, eco-conscious alternative to traditional deodorants. The brand emphasizes natural ingredients, sustainability through refillable packaging, and effective odor protection without irritation. Fussy positions itself as a forward-thinking brand that challenges the norms of the deodorant industry by offering a product that is both good for the consumer and the environment. # Product The ad features Fussy deodorant, a natural deodorant designed for effective odor protection without irritation. It comes in a refillable, pod-like container, shown in a light purple color. The product is highlighted for its natural deodorant formulation, easy refills, and 24-hour odor protection. The ad emphasizes that Fussy deodorant smells great and is a sustainable choice compared to traditional deodorants. # Visual style The ad has a clean, split-screen design with a clear before-and-after comparison. The lighting is natural, and the focus is on the product and its features. The overall style is simple and informative, with a focus on highlighting the benefits of Fussy deodorant. # Hooks Headline: 2025 me vs 2026 me # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional deodorants may cause irritation, have unpleasant odors, and are not environmentally friendly. # Value propositions - 24-hour odor protection - No irritation or odor - Pleasant scent - Convenient refills - Natural ingredients # Benefits - lasts 24h - 0 irritation or odour - smells great - easy refills - natural deodorant # Features - lasts 24h - 0 irritation or odour - smells great - easy refills - natural deodorant # Call to action None used. # Social proof - None used. # Point of view - Customer: The top half of the image shows a traditional deodorant, implying a past or less desirable state, while the bottom half shows the Fussy deodorant, suggesting a future or improved state. # Storyline - The ad opens with a visual comparison of a traditional deodorant stick labeled as '2025 me' and a Fussy deodorant container labeled as '2026 me'. This sets up a narrative of personal improvement and a shift towards a better, more sustainable choice, told from the perspective of a consumer reflecting on their past and future selves. - The ad highlights the key benefits of Fussy deodorant through callouts pointing to the product. These include '0 irritation or odour', 'lasts 24h', 'smells great', 'easy refills', and 'natural deodorant'. This part of the story is told from the brand's perspective, emphasizing the product's features and value proposition.

# Ad summary The ad features a hand holding a bottle of Fussy hand wash, with a caption above that features a testimonial about the product. # Brand positioning Fussy is positioned as a solution for dry hands with gentle ingredients. The testimonial in the ad praises it as a "lifesaver" for dryness, while highlighting that it's "super hydrating and has no harsh chemicals." This suggests the brand aims to occupy the space of effective skincare without compromising on health or gentleness. # Product The advertised product is Fussy Natural Hand Wash. It comes in a transparent bottle with a white pump top. The bottle is held in a hand, offering a clear view of its packaging. The product is explicitly highlighted for being "super hydrating and has no harsh chemicals." The ad suggests the product is particularly useful during the winter, a time when many people experience dryness. # Visual style The ad has a casual, UGC-style aesthetic. The quality appears to be shot on a phone, featuring natural lighting and a simple, unedited look. The image is set against a plain cabinet, and the hand holding the product is unstyled. This approach suggests an organic, unfiltered recommendation. # Hooks Headline: Any product recomendations? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of having extremely dry hands, especially during winter. # Value propositions - Hand wash has been a lifesaver because it is super hydrating and has no harsh chemicals. # Benefits - this hand wash has been a lifesaver # Features - super hydrating - no harsh chemicals # Call to action None used. # Social proof - "Especially in winter i get the driest hands and this hand wash has been a lifesaver. It's super hydrating and has no harsh chemicals. Highly recommend 🙌" # Point of view - Customer: The opening question “Any product recomendations?” feels like it is coming from a customer looking for advice. - Customer: The text bubble containing the positive review signals that this is also the customer's POV. # Storyline - The ad starts with a question in the form of a caption, "Any product recomendations?" from the customer's POV. The intention here is to draw the viewer in with a question to create a conversation. - A testimonial appears in a text bubble, where the customer says, "Especially in winter i get the driest hands and this hand wash has been a lifesaver. It's super hydrating and has no harsh chemicals. Highly recommend 🙌". This section aims to convey the product's efficacy and gentleness by highlighting the product's best features by a user of the product.

# Ad summary This image ad presents three different versions of hand soap, inviting the user to pick their choice. Each hand soap has a different scent and is associated with a different color. # Brand positioning Fussy presents itself as a modern, design-conscious brand focused on providing high-quality hand soaps. The brand emphasizes personal choice and sensory appeal by offering a range of scents with corresponding colors, allowing customers to select a product that best fits their preferences. Fussy focuses on the experience of everyday routines, positioning its products as a way to add a touch of luxury and personalization to the mundane. # Product The featured product is hand wash offered in three different scents: Lavender Fields (described as "Calming & Classic" and represented with a purple heart emoji), Tropic Tonic (described as "Zesty & Energising" and represented with a yellow circle emoji), and Coconut Milk (described as "Tropical & Fresh" and represented with a white circle emoji). Each hand wash comes in a distinct color-coordinated bottle, with a matte colored top and a shiny silver bottom portion. These hand washes are designed to provide a sensory experience through their unique scents and aesthetically pleasing packaging, catering to individual preferences and enhancing the everyday hand washing routine. # Visual style The ad utilizes a clean, minimalist aesthetic with soft, pastel colors. The lighting is bright and even, highlighting the smooth textures of the bottles and creating a sense of calm. The focus is on presenting the product in an appealing and accessible way, using simple composition and a visually pleasing color palette. The style is modern and inviting, suggesting a premium but approachable brand. # Hooks Headline: Pick your hand wash # Funnel stage Middle of funnel # Pain points None used. # Value propositions - Pick a hand wash scent profile that aligns with your preferences # Benefits - Choose a hand wash that matches your desired mood or preference - Enjoy a sensory experience with unique scents and colors # Features - Lavender Fields - Calming & Classic 💜 - Tropic Tonic - Zesty & Energising 🟡 - Coconut Milk - Tropical & Fresh ⚪ # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting three product options and inviting the viewer to pick their favorite hand wash based on scent and color. # Storyline - The ad starts by presenting three different hand wash options to the viewer, inviting the user to choose their preferred scent and color. This creates a personalized and engaging experience from the beginning, positioning the viewer as an active participant in the selection process. - Each option is labeled with its specific scent, a descriptive adjective, and a corresponding emoji, providing viewers with an immediate understanding of the product's characteristics. This approach makes the selection process clear and intuitive, appealing to the viewer's desire for personalization. - The ad concludes by showcasing the physical product in a clean, well-lit setting, highlighting the bottle design and color variations. This visual presentation reinforces the premium feel of the product, creating a desire to experience the product firsthand.

# Ad summary A woman shares a story about a time her deodorant failed her at her new job. She then shares the deodorant she uses now, Fussy, and its benefits. # Brand positioning Fussy is presented as a natural deodorant brand that prioritizes effectiveness and sustainability. The brand aims to occupy a space in the consumer's mind as a reliable and eco-friendly alternative to traditional deodorants. The brand aligns with values of self-confidence, environmental consciousness, and convenience. Fussy pushes against the norms of plastic waste associated with conventional deodorants by offering a refillable system. The brand positioning is both functional (providing all-day odor protection) and emotional (giving users a sense of security and confidence). # Product Fussy is a natural deodorant designed to neutralize sweat odor. It is for anyone who wants a reliable, eco-friendly deodorant that keeps them feeling fresh and confident all day. The deodorant is made with probiotics and natural ingredients. It is refillable, reducing plastic waste. The deodorant lasts all day, even during stressful situations. The refillable design is easy to use: remove the lid, twist out the old refill, insert the new refill, and it's ready to use. The formula is based on science and neutralizes sweat odor. # Visual style The ad has a UGC feel with a mix of selfie-style shots and slightly more polished product demos. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of casual and commercial, supporting the friendly and relatable tone. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:06 Also okay Leute... Storytime! Ich muss euch jetzt wirklich erzählen, warum ich in der 1. Woche meines neuen Jobs fast gekündigt hätte! Text overlay: 00:00–00:06 Also okay Leute... Storytime! / 00:00–00:06 Ich muss euch jetzt wirklich erzählen, warum ich in der 1. Woche meines neuen Jobs fast gekündigt hätte! / 00:06–00:06 Es war SOOOO schlimm. Visual: 00:00–00:06 A young woman with long blonde hair, wearing a white t-shirt and silver hoop earrings, sits in the driver's seat of a car. She is fair-skinned and has manicured nails. She gestures with her hands as she speaks directly to the camera, which is positioned at chest level. A small microphone is clipped to her shirt. The car interior is visible, with a glimpse of a red car through the window. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is deodorant failure leading to body odor, especially in professional settings. "Mein Deo hat versagt! Leute mein Deo hat versagt!!! Und ich sitze neben... DIREKT neben meinem Chef und es hat so unangenehm gerochen." # Value propositions - Natural and easy to refill - No plastic waste, no effort - simply clever - The formula is based on science with probiotics and natural ingredients that neutralize sweat odor # Benefits - Smells good - Lasts all day - Gives a secure feeling - Reduces plastic waste - Easy to refill - No plastic waste - No effort # Features - Natural ingredients - Refillable - Probiotics - Neutralizes sweat odor # Call to action würde ich SOFORT auf Fussy umsteigen. # Social proof - "es ist das beste natürliche Deo, das ich jemals hatte!" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:06 00:00–00:06 The creator introduces a storytime about a bad experience at her new job. - 00:06–00:19 00:06–00:19 She describes being nervous at a meeting during her first week and realizing her deodorant had failed her. - 00:19–00:30 00:19–00:30 She explains that she started sweating and smelled bad while sitting next to her boss, which was very unpleasant. - 00:30–00:34 00:30–00:34 She says she wanted to sink into the ground because it was so uncomfortable. - 00:34–00:36 00:34–00:36 She says she ordered Fussy deodorant that weekend. - 00:36–00:41 00:36–00:41 She says Fussy is the best natural deodorant she has ever had. - 00:41–00:44 00:41–00:44 She says it smells good and lasts all day. - 00:44–00:47 00:44–00:47 She says it gives her a secure feeling even on stressful days with meetings. - 00:47–00:54 00:47–00:54 She says she is more relaxed and can concentrate on her job without worrying about her deodorant failing. - 00:54–01:01 00:54–01:01 She says the deodorant is natural and easy to refill. - 01:01–01:03 01:01–01:03 She says there is no plastic waste or effort involved. - 01:03–01:09 01:03–01:09 She says the formula is based on science with probiotics and natural ingredients that neutralize sweat odor. - 01:09–01:18 01:09–01:18 She recommends switching to Fussy and says your self-confidence will thank you, wishing she had known about it sooner.

# Ad summary This ad showcases the Fussy brand's lavender hand wash in a UGC-style demo. The ad emphasizes the natural ingredients, calming scent, and sustainable packaging. It includes a demonstration of the product being refilled and used, along with a call to action to shop at Fussy.com. # Brand positioning Fussy is presented as a brand that offers natural, sustainable, and aesthetically pleasing hand wash products. The brand emphasizes the use of natural ingredients, such as in their 98% natural formula, and the avoidance of sulfates and parabens. Fussy aims to position itself as a premium, eco-conscious brand that aligns with a lifestyle focused on wellness, sustainability, and a touch of luxury in everyday routines. The brand promotes the idea of transforming mundane tasks, like hand washing, into moments of calm and relaxation. Fussy pushes against the norm of using chemical-heavy, unsustainable hand wash options. # Product Fussy's Natural Refillable Hand Wash in Lavender Fields is a hand wash designed for individuals who enjoy the calming scent of lavender and prioritize natural ingredients in their personal care products. It contains a 98% natural formula, free from sulfates and parabens, and is enriched with nature's best ingredients. The product is infused with prebiotic formula and natural oils, which makes it hydrating and protective. Added zinc PCA provides antibacterial benefits without drying out the skin. The hand wash is available in a range of scents, including Coconut Milk for soothing, Tropic Tonic for an uplift, and Wide Eyed for an energizing boost. The packaging is stylish, sustainable, and infinitely recyclable. The product is designed to elevate the hand washing experience into a moment of pure calm. # Visual style The ad features a clean and bright aesthetic, typical of UGC content. The production quality is polished, with smooth transitions and clear shots. The editing style includes quick cuts, maintaining a moderate pacing, which visually syncs with the voiceover. The natural lighting and focus on textures (e.g., lavender sprigs, soft towel) give the ad a calming and inviting feel. # Hooks Spoken: Love a lavender scent? Text overlay: Smell good, feel good 🌙 / Love a lavender scent? Visual: 00:00–00:03 Close-up shot of a white bathroom sink with a lavender-colored Fussy hand wash dispenser on the left. To the right of the dispenser is a lit candle and a vase with lavender sprigs. A hand reaches in to light the lavender sprigs with a match. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the desire for a hand wash that is both effective and gentle on the skin, while also being environmentally responsible. The problem is the common lack of products that can deliver all three. # Value propositions - Turn hand washing into a moment of pure calm - A product that is good for your skin and the planet. # Benefits - Smells like a field of lavender - A moment to relax - Pure calm in a bottle - Nature's best ingredients in your hands - Hydrating and protective - Antibacterial without drying your skin - Planet-friendly - Stylish and sustainable # Features - Natural Refillable Hand wash in Lavender Fields - 98% natural - No sulfates - No parabens - Prebiotic formula - Natural oils - Added zinc PCA - Infinitely recyclable packaging # Call to action shop the new Fussy Lavender Fields Hand Wash now at fussy.com # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer who uses and appreciates the Fussy hand wash, sharing their experience and its benefits. # Storyline - 00:00–00:03 The scene is set with a candle, flowers and the Fussy hand soap dispenser on a bathroom sink. - 00:00–00:03 The narrator asks, 'Love a lavender scent?' - 00:03–00:05 The narrator introduces Fussy's Natural Refillable Hand Wash in Lavender Fields. - 00:05–00:09 The narrator explains that the product is 98% natural and smells like a field of lavender. - 00:09–00:11 The narrator says she uses it every time she wants a moment to relax. - 00:12–00:15 The narrator states that the Lavender Fields scent is pure calm in a bottle. - 00:15–00:17 The narrator describes the experience of using the handwash like walking through a fresh lavender field. - 00:18–00:20 The narrator shares that the whole Fussy scent range is gorgeous. - 00:20–00:27 Different scents from the Fussy range are described: Coconut Milk for soothing, Tropic Tonic when you need an uplift, Wide Eyed for that energizing boost, and Lavender Fields for pure calm. - 00:28–00:34 The narrator says that the product is 98% natural, with no sulfates, no parabens, just nature's best ingredients. - 00:35–00:40 The narrator says the prebiotic formula and natural oils make it so hydrating and protective. - 00:40–00:45 The narrator lists the added zinc PCA is antibacterial without drying your skin. - 00:45–00:49 The narrator shows the packaging being recycled, and states it's planet friendly and sustainable. - 00:49–00:56 The narrator asks if you're ready to turn hand washing into a moment of pure calm, then urges viewers to shop the new Fussy Lavender Fields Hand Wash at Fussy.com.

# Ad summary This ad for Fussy natural deodorant features a split screen of a woman and a man discussing natural deodorant. The man, who is the founder of Fussy, explains that the deodorant uses a probiotic called Lactobacillus, which is more commonly found in yogurt than deodorant. He explains that the good bacteria targets the bad bacteria that hangs out in your armpit and neutralizes it so that when your sweat reacts with it, it doesn't cause a smell. The ad also shows that the deodorant is refillable with plastic-free refills and offers a 30-day freshness guarantee. # Brand positioning Fussy is presented as a brand that is challenging the norms of the deodorant industry by offering a natural, effective, and sustainable alternative to traditional antiperspirants. The brand emphasizes the effectiveness of its natural deodorant, highlighting the use of a probiotic called Lactobacillus, which is more commonly found in yogurt than deodorant. This positions Fussy as a brand that is innovative and science-backed, while also being environmentally conscious with its refillable, plastic-free refills. The brand aligns with values of sustainability, effectiveness, and challenging conventional norms in personal care. # Product Fussy natural deodorant is a refillable deodorant that uses a probiotic called Lactobacillus to target the bad bacteria that hangs out in your armpit and neutralizes it so that when your sweat reacts with it, it doesn't cause a smell. The deodorant is refillable with plastic-free refills and is developed by a top perfume house. Fussy is challenging people to switch from antiperspirant to Fussy natural deodorant for 30 days, and if you aren't happy at the end of it, they will give you your money back as part of their 30-day freshness guarantee. # Visual style The ad has a hybrid visual style, blending polished commercial elements with UGC-style content. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is a mix of studio-lit shots and natural lighting, giving the ad a modern and authentic feel. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. # Hooks Spoken: 00:00–00:02 Honestly, I really don't believe natural deodorant works. Visual: 00:00–00:02 The shot is split in half. The top half shows a woman with long, dark hair wearing a black blazer. She is sitting in a green chair in front of a red brick wall with a yellow sign that says "YOUR". The bottom half shows a man with glasses wearing a black long-sleeved shirt with a colorful logo. He is sitting in a green chair in front of a yellow wall with a red cabinet. # Funnel stage Middle of funnel (Consideration) # Pain points Skepticism about the effectiveness of natural deodorants: The ad opens with a woman expressing doubt about whether natural deodorants actually work, highlighting a common concern among consumers. # Value propositions - Effective natural deodorant: By using a probiotic called Lactobacillus, Fussy offers an effective natural deodorant that targets odor-causing bacteria. - Sustainable and eco-friendly: The refillable, plastic-free refills make Fussy a sustainable and environmentally conscious choice. # Benefits - Targets the bad bacteria that hangs out in your armpit and neutralizes it - Doesn't cause a smell when your sweat reacts with it - Plastic-free refills # Features - Uses a probiotic called Lactobacillus - Refillable with plastic-free refills # Call to action GET FUSSY NOW # Point of view - Brand 50% – The brand POV is communicated through the founder explaining the product and its benefits. - Customer 50% – The customer POV is communicated through the woman expressing skepticism about natural deodorants and through the visuals of people using the product. # Storyline - 00:00–00:02 The ad opens with a split screen of a woman and a man in a podcast-like setting, with the woman expressing skepticism about natural deodorants. - 00:02–00:07 The man, identified as the founder of Fussy, responds by emphasizing the effectiveness of their natural deodorant, which is the central focus of the ad. - 00:07–00:17 The founder explains the science behind Fussy deodorant, highlighting the use of a probiotic called Lactobacillus to target odor-causing bacteria. - 00:17–00:30 The ad transitions to showcasing the refillable and plastic-free nature of Fussy deodorant, emphasizing its sustainability. - 00:30–00:41 The founder challenges viewers to switch to Fussy natural deodorant for 30 days, offering a money-back guarantee if they are not satisfied, addressing potential purchase barriers. - 00:41–00:44 The ad concludes with a visual of the Fussy packaging and a call to action to get Fussy now, reinforcing the brand and its offer.

# Ad summary This ad highlights the problem of deodorants not lasting all day and presents Fussy's natural probiotic deodorant as the solution, claiming it provides 24 hours of freshness. # Brand positioning Fussy is presented as a brand focused on natural, refillable deodorant solutions. The ad emphasizes the effectiveness of its probiotic formula, offering 24-hour freshness. This suggests a brand that prioritizes natural ingredients and long-lasting performance, positioning itself as a reliable choice for consumers seeking effective and eco-friendly deodorant options. # Product The ad features Fussy's deodorant, which is a natural probiotic deodorant designed to provide 24 hours of freshness. The deodorant is refillable and comes in a blue, rounded rectangular case. The ad highlights its unique selling proposition as a natural deodorant that effectively keeps odor at bay for an extended period. It targets individuals who are not satisfied with deodorants that do not last all day. It addresses concerns about effectiveness by stating that Fussy's natural probiotics ensure freshness throughout the day. # Visual style The ad has a clean and minimalist aesthetic. The product is the main focus, with a blurred background that is a modern bathroom setting. The colors are muted and natural, aligning with the product's focus on natural ingredients. The overall production quality appears high. # Hooks Headline: Das Problem: Deos, die nicht mal bis mittags halten. # Funnel stage Middle of funnel (Consideration) # Pain points Deodorants don't last all day, leaving you unprotected and possibly smelly by noon. “Deos, die nicht mal bis mittags halten.” # Value propositions - Fussys natürliche Probiotika sorgen 24 Stunden für Frische. # Benefits - 24 Stunden für Frische. # Features - natürliche Probiotika # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits. - Customer: The initial problem statement focuses on a common consumer pain point (deodorants not lasting all day), making it relatable to the viewer. # Storyline - The ad opens by stating the problem: Deodorants that don't even last until noon, introducing the viewer to the core issue that the ad is addressing. This sets the stage for a relatable pain point among deodorant users, prompting the viewer to consider their own experiences with ineffective deodorants, spoken from the brand's point of view. - The ad transitions to showcasing Fussy's natural probiotic deodorant as the solution. It mentions that Fussy's natural probiotics provide 24 hours of freshness. This presents the product as a reliable remedy for the initial problem, highlighting its unique benefit and encouraging viewers to see it as a superior alternative, spoken from the brand's point of view.

# Ad summary This ad is for Fussy deodorant. It is formatted to look like a text message conversation between two people. The first person says that natural deodorant doesn't work. The second person says that they used to think that too, until they discovered Fussy. The second person then says that Fussy works with probiotics to keep armpits fresh all day. # Brand positioning Fussy is presented as a modern and effective solution to the common problem of ineffective natural deodorants. The brand positions itself as a discovery that changes perceptions, suggesting it outperforms typical natural alternatives. By highlighting the use of probiotics, Fussy aligns with a health-conscious consumer base, emphasizing a functional benefit that sets it apart from standard deodorants. The brand aims to occupy a space in the consumer's mind as a reliable and innovative choice for natural personal care. # Product Fussy is a deodorant that uses probiotics to keep armpits fresh all day. The product is for people who are looking for a natural deodorant that actually works. The ad addresses the purchase barrier of natural deodorants being ineffective by highlighting the use of probiotics. The deodorant comes in an orange container. # Visual style The ad uses a platform-native style, mimicking a text message conversation to create a sense of authenticity and relatability. The production quality is clean and well-lit, with a focus on showcasing the product in a natural setting. The typography is simple and legible, complementing the overall aesthetic. The visual style aims to blend seamlessly into the user's feed, capturing attention through familiarity and ease of consumption. # Hooks Headline: Und wieder ein natürliches Deo, das nichts bringt. Wie immer 🙄 # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the ineffectiveness of natural deodorants. "Und wieder ein natürliches Deo, das nichts bringt. Wie immer 🙄" (Another natural deodorant that doesn't work. As always 🙄) # Value propositions - Works with probiotics to keep armpits fresh all day # Benefits - frische Achseln sorgen! (fresh armpits) # Features - Probiotics # Call to action None used. # Social proof - Dachte ich auch immer, bis ich Fussy entdeckt hab (I thought so too, until I discovered Fussy) # Point of view - Customer: The top message expresses skepticism about natural deodorants, reflecting a common consumer sentiment. - Customer: The second message shares a personal experience of discovering Fussy, indicating a shift from doubt to satisfaction. - Customer: The final message highlights the product's benefits, emphasizing its effectiveness in keeping armpits fresh all day. # Storyline - The ad opens with a message from one person expressing skepticism about natural deodorants, stating they never work, which is intended to capture the audience's attention by addressing a common frustration. This is from the perspective of a customer who has had negative experiences with natural deodorants. - The narrative shifts as another person responds, indicating they used to share the same sentiment until they discovered Fussy, which is intended to introduce the product as a solution to the problem. This is from the perspective of a customer who has found a solution to the problem of ineffective natural deodorants. - The conversation concludes with a statement about Fussy's effectiveness, highlighting that it works with probiotics to keep armpits fresh all day, which is intended to reinforce the product's unique selling proposition and benefits. This is from the perspective of a customer who is promoting the product.

# Ad summary This ad features the founder of Fussy Deodorant reacting to his appearance on Dragon's Den. He highlights the all-natural formula, the odor-neutralizing probiotic, and the 30-day freshness guarantee. # Brand positioning Fussy Deodorant is presented as an all-natural, effective alternative to traditional antiperspirants. The brand emphasizes sustainability and challenges consumers to switch to a deodorant with ingredients they recognize. Fussy positions itself as a modern, eco-conscious choice, offering a 30-day money-back guarantee to build trust and reduce purchase risk. The brand aligns with values of natural ingredients, environmental responsibility, and consumer satisfaction. # Product Fussy Deodorant is an all-natural deodorant that uses an odor-neutralizing probiotic to target bad bacteria and eliminate sweat odor. It is designed for individuals seeking a sustainable and effective alternative to traditional antiperspirants. The deodorant is made with ingredients that consumers recognize and is scientifically proven to work. Fussy offers a 30-day freshness guarantee, providing a money-back option if customers are not satisfied. The product is presented as a challenge to switch from antiperspirant to a natural deodorant that works for 30 days. # Visual style The ad has a hybrid aesthetic, blending a polished commercial feel with UGC elements. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace. The use of a split screen and reaction format aligns with social media trends, creating an engaging and dynamic viewing experience. The colorful studio setting and clean product shots contribute to a modern and appealing visual style. # Hooks Spoken: 00:03–00:04: It's good to temper the laugh. Text overlay: 00:00–00:03: Fussy founder reacts to Dragon's Den appearance Visual: 00:00–00:02: Split screen. Top: A man with glasses and a black long-sleeve shirt with the brand's logo sits in a green chair in front of a microphone and a laptop. The background is a colorful wall with yellow, red, and blue sections. Bottom: Footage from Dragon's Den shows a man pulling a red cart with products on a table. The setting is a studio with a brick wall and large windows. / 00:02–00:03: Split screen. Top: The man in the green chair smiles and adjusts his glasses. Bottom: A woman with blonde hair and a pink blazer looks surprised and laughs. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of using traditional antiperspirants that may contain harsh chemicals and not effectively control odor. The founder challenges viewers to switch from antiperspirant to Fussy natural deodorant for 30 days. # Value propositions - All natural ingredients for a healthier choice - Effective odor control with a probiotic formula - 30-day freshness guarantee for peace of mind # Benefits - Targets bad bacteria - Eliminates sweat odor - Scientifically proven to work - Money-back guarantee # Features - All natural formula - Odor neutralizing probiotic - 30 day freshness guarantee # Call to action GET FUSSY NOW # Social proof - "So I am going to offer you all of the money. I would love to be on this journey with you." – Deborah Meaden (Investor) # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, with the founder sharing his experience and promoting the product. # Storyline - 00:00–00:02 The video opens with a split screen: the founder of Fussy Deodorant sitting in a colorful studio setting above, and footage from his appearance on Dragon's Den below. - 00:02–00:07 The founder is watching his pitch on Dragon's Den and reacting with amusement and nostalgia. - 00:07–00:10 The founder highlights the key ingredient in Fussy Deodorant, an odor-neutralizing probiotic that eats sweat for breakfast, emphasizing its natural and effective properties. - 00:10–00:18 The founder explains that the probiotic, Lactobacillus, targets bad bacteria in the armpit and is scientifically proven to work. - 00:18–00:21 The video cuts back to the Dragon's Den footage, where Deborah Meaden offers to invest in Fussy Deodorant. - 00:21–00:27 The founder expresses his excitement about Deborah Meaden's investment, referring to her as the 'queen of sustainability' and the number one person they wanted to invest. - 00:27–00:31 The founder holds up the Fussy Deodorant product, emphasizing that it is all-natural and 100% effective. - 00:31–00:37 The founder challenges viewers to switch from antiperspirant to Fussy natural deodorant for 30 days. - 00:37–00:42 The founder offers a money-back guarantee if customers are not happy after 30 days, as part of their 30-day freshness guarantee. - 00:42–00:46 The video concludes with a shot of the Fussy Deodorant packaging and product, along with the brand's website and a call to action to 'Get Fussy Now' with a 30-day guarantee.

# Ad summary The ad features a customer testimonial about the Fussy deodorant. The customer was previously using a traditional deodorant but switched to Fussy and loves the results of no aluminum or chemicals. # Brand positioning Fussy is presented as a natural deodorant alternative that stands out against typical antiperspirants that contain harsh chemicals and aluminum. The brand positions itself as a solution for active individuals who seek a more natural way to stay fresh and confident throughout the day, offering a deodorant that is safe and effective. The brand implies that it is a better option than traditional deodorants, particularly for those who prioritize health and well-being. # Product Fussy deodorant is presented as a natural deodorant alternative to traditional antiperspirants. It is showcased as an aluminum and chemical-free solution designed for active individuals who want to stay fresh throughout the day. The product is presented as a gym and long-day-friendly option, ensuring lasting freshness without the use of harmful chemicals. Its unique selling point is its ability to keep users feeling fresh and confident while being gentle on the skin and environmentally conscious. # Visual style The ad employs a raw and authentic visual style, resembling user-generated content. The image features a close-up shot of the product in someone's hand, with a blurry background. This style contrasts with highly polished advertising visuals, aiming to create a sense of authenticity and scannability in a social media feed. # Hooks Headline: Ganz ehrlich: # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of finding a natural deodorant that actually works, as many people have had negative experiences with them. The testimonial conveys this with, "Ich bin ziemlich aktiv und natürliche Deos haben bei mir nie funktioniert." # Value propositions - The product provides a natural alternative to traditional antiperspirants. It keeps users fresh without aluminum or chemicals, making it a safe option for active individuals. # Benefits - Ich bleibe frisch - es hält tatsächlich mit! # Features - ganz ohne Aluminium oder fiese Chemikalien # Call to action None used. # Social proof - "Ich bin ziemlich aktiv und natürliche Deos haben bei mir nie funktioniert. Ein Workout, und es war vorbei-zurück zu meinem alten Deo 🙄 Dann hat mir ein Freund Fussy empfohlen, und ich dachte: warum nicht? War voll überrascht - es hält tatsächlich mit!" # Point of view - Customer: The testimonial format conveys the customer's personal experience and satisfaction with the product. # Storyline - The ad begins with a first-person testimonial about a person's experience with natural deodorants, revealing that they never worked for them. This is intended to establish a relatable starting point and highlight the initial skepticism of the user. The message is intended to draw in those who have had similar struggles with natural alternatives, from the customer's POV. - The storyline progresses with the person mentioning that a friend recommended Fussy, and despite initial doubt, they were pleasantly surprised by its effectiveness. This is meant to introduce the product as a solution from a trusted source, providing a moment of discovery. The message is intended to build trust and curiosity about the product, from the customer's POV. - The ad concludes by emphasizing the product's benefits: staying fresh without aluminum or harsh chemicals, even after intense activities. This is intended to reinforce the product's value proposition, assuring potential users that it's a safe and reliable choice. The message is intended to instill confidence in the product's effectiveness, from the customer's POV.