How smol Advertises on Meta

# Ad summary A woman with long brown hair is in her kitchen advertising Smol laundry detergent. She claims that it gets stains out without pre-treating, it is more compact than other detergents, and it cuts down on single-use plastic. # Brand positioning Smol laundry detergent focuses on effective cleaning with reduced chemicals and environmental impact. The brand aims to occupy the space of a sustainable, compact, and powerful cleaning solution. The brand aligns with values of convenience, eco-consciousness, and practicality, and it actively pushes against the norm of bulky detergent bottles and excessive chemical use, promoting a functional and responsible approach to laundry care. With the refillable bottle and cardboard refills, Smol emphasizes sustainability. # Product Smol is a laundry detergent that is more concentrated, so you use less every wash. According to the ad, the bottle is more compact than other detergent bottles. The product claims to work just as well as other brands the creator has used. The product is for anyone who wants to reduce single-use plastic because you keep one bottle and refill it from the provided cardboard cartons. A notable selling point of Smol is the ability to remove stains without needing to pre-treat them. A starter pack is \u00a33 for 25 washes. # Visual style The ad has a polished UGC feel. The shots are mostly static. The lighting is natural. The pacing is medium. # Hooks Spoken: Female 1: I'm going to let you win on my secret washing hack and it's in this bottle. Visual: 00:00–00:02 The camera shows a close-up of a woman's face. She has long brown hair, and she is wearing a light blue sweater. She is holding a gray bottle with a green stripe and a white pump. The background is out of focus but appears to be a white kitchen. # Funnel stage Consideration # Pain points Clumsy people who do more washing than the average person and always struggle to get stains out. # Value propositions - Smol is concentrated, so you use less every wash. - The Smol bottle is refillable and comes with cardboard cartons so there is no more lugging heavy bottles home and you are cutting down on single-use plastic. - A starter pack is \u00a33 for 25 washes. # Benefits - You use less every wash - No more lugging heavy bottles home - Cutting down on single-use plastic - Laundry smells so fresh - Laundry is super clean # Features - Concentrated - More compact bottle - Refillable - Cardboard cartons # Call to action Give it a try for yourself. # Social proof - “I have been so impressed by this. Give it a try for yourself.” – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer sharing her positive experience with the product. # Storyline - 00:00–00:02 The creator teases a washing hack that comes in a bottle. - 00:02–00:09 00:02–00:09 The creator explains that she used to use huge clunky detergent bottles, but Smol is more concentrated and compact. - 00:09–00:13 00:09–00:13 The creator explains that she is using less chemicals, but Smol works just as well. - 00:13–00:17 00:13–00:17 The creator states that she is clumsy and does more washing than the average person. - 00:17–00:21 00:17–00:21 She reveals that the detergent gets stains out without needing to pre-treat. - 00:22–00:26 00:22–00:26 She explains that you just keep the bottle and refill it with cardboard cartons so you do not need to lug heavy bottles home. - 00:27–00:29 00:27–00:29 The creator adds that she is cutting down on single-use plastic. - 00:30–00:35 00:30–00:35 She concludes that her laundry smells fresh and that the starter pack is \u00a33 for 25 washes. - 00:35–00:38 00:35–00:38 The creator explains that she has been impressed by Smol, and she suggests that you try it for yourself.

# Ad summary This ad promotes a Smol starter bundle. The ad features a man who appears to be an employee of the company being asked what's included in the bundle. He goes on to explain it comes with laundry capsules, dishwasher tablets, a multi-purpose spray, and 348 pumps of handwash. The man states that it's easy to try all four and see what you think, and that it is only a fiver. # Brand positioning Smol is presented as a brand that offers eco-friendly and effective cleaning products in a convenient bundle. The brand emphasizes the accessibility and trialability of its products, aiming to make sustainable choices easy and affordable for consumers. Smol's direct-to-consumer approach and focus on bundles challenge traditional norms of purchasing individual cleaning products, positioning it as a modern, customer-centric alternative. # Product The featured product is the Smol starter bundle, which includes a variety of cleaning essentials. The bundle contains nine laundry capsules, nine dishwasher tablets, a full multipurpose spray, and a container of handwash equivalent to 348 pumps. The ad addresses a purchase barrier by offering a cost-effective trial of all four products for only a fiver, allowing potential customers to experience the quality and effectiveness of Smol's cleaning solutions without a significant financial commitment. It's positioned as an accessible way to test out Smol's best-selling products and see what you think. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and handheld camera work. The editing consists of quick cuts and jump cuts, giving it a fast-paced rhythm that aligns with social media trends. The production quality is a blend of polished commercial and UGC feel, aiming to resonate with a younger audience. The pacing is quick, keeping the viewer engaged with the product reveal and messaging. # Hooks Spoken: 00:00–00:02 Female 1: Hey Matt, people are asking, what's in the bundle? Text overlay: 00:00-00:00 Matt: Creative Director / 00:00-00:01 Hey Matt. / 00:01-00:02 @hayleywebby What's in the bundle? (comment bubble) Visual: 00:00–00:02 The shot is taken from a low angle, with a person holding a wooden handled brush up to a man with long hair and a goatee. He is holding a clipboard. Hands reach into the frame from either side of the man. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of committing to full-size cleaning products without knowing if they meet your needs or preferences. "What if it's not for them though?" # Value propositions - The bundle offers an affordable trial of Smol's best-selling products, allowing customers to experience the quality and convenience before committing to individual purchases. - The bundle format offers an easy way to try all products for a minimal cost. # Benefits - Best-loved products in one box - Easy to try all four products - Affordable trial # Features - Laundry capsules - Dishwasher tablets - Multipurpose spray - Handwash (348 pumps) # Call to action None used. # Point of view - Brand 100% – The ad is delivered through the official voice of the brand, with the Creative Director presenting and demonstrating the product. # Storyline - 00:00–00:02 00:00–00:02 An off-screen person asks Matt, who is labeled as the Creative Director for Smol, "People are asking, what's in the bundle?" - 00:02–00:09 00:02–00:09 Matt begins listing off the products included in the bundle: 9 laundry capsules, 9 dishwasher tablets, a full multipurpose spray, and 348 pumps of our famous handwash. - 00:09–00:12 00:09–00:12 Matt states that the bundle includes all the best-loved products in one box. - 00:12–00:16 00:12–00:16 The off-screen person asks what if it's not for them, and Matt responds by saying it's really easy to try all four, see what you think. - 00:16–00:18 00:16–00:18 Matt states the bundle is just a fiver.

# Ad summary This ad shows a variety of SMOL products, like multi-purpose surface spray, foaming hand wash, dishwasher tablets and laundry capsules. It demonstrates how much can be acquired for only 5 pounds. # Brand positioning SMOL is presented as a brand that provides household cleaning products through the mail. The brand offers a variety of cleaning and household products. The brand appears to position itself as simple, affordable, and convenient by offering multiple products for a low price and promoting at-home delivery. This is a functional brand that focuses on ease of use and low prices. # Product The ad showcases a range of SMOL cleaning products available for £5. Featured are the multi-purpose surface spray, presented in a transparent yellow bottle with a white spray nozzle and the company name embossed on the side; foaming handwash in a muted blue bottle with a pump dispenser; dishwasher tablets packaged in a pink and tan box; and laundry capsules, also packaged in a tan box. All products are displayed together, emphasizing the variety offered at a low price. The ad invites viewers to “try today at smol.com”, suggesting easy access and purchase of these cleaning solutions. # Visual style The ad has a clean and simple aesthetic, with a focus on showcasing the products in a domestic setting. The editing is static, and the production quality is polished, maintaining a consistent and clear presentation. The color palette is vibrant, with bright and pastel tones. # Hooks Text overlay: 00:00–00:03 get all this for £5 (+p&p) / 00:00–00:03 multi-purpose surface spray / 00:01–00:03 foaming handwash / 00:01–00:03 dishwasher tablets / 00:00–00:03 try today at smol.com Visual: 00:00–00:01 A yellow bottle of multi-purpose cleaner sits on a wooden table. Behind it is a white bookshelf filled with colorful books and decorative items. The camera is static, capturing a medium shot of the product against the domestic backdrop. / 00:01–00:02 A bottle of foaming hand wash and a pink box of dishwasher tablets are added to the table next to the bottle of multi-purpose cleaner, slightly obscuring the view of the books behind them. / 00:02–00:03 A box of laundry capsules is added next to the dishwasher tablets, completing the set of products. A few individual laundry capsules are placed in front of the boxes, enhancing the presentation. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of the high cost of multiple different cleaning products. # Value propositions - Affordable bundle of cleaning products - All products for the low price of £5 - Convenient household cleaning solution # Benefits - All of this for £5 (+p&p) # Features - multi-purpose surface spray - foaming handwash - dishwasher tablets - laundry capsules # Call to action try today at smol.com # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the perspective of the brand, showcasing its products and value proposition. # Storyline - 00:00–00:00 The shot shows the product. - 00:00–00:02 00:00–00:02 More products are added to the shot. - 00:02–00:05 00:02–00:05 Additional capsules are added in front of the product boxes.

# Ad summary This image ad for Plus hand soap highlights the product's features, such as being gentle and foaming, refillable with a tiny tablet, and dermatologically tested. It also emphasizes the brand's commitment to being tough on grime and gentle on the planet. The ad includes a limited-time offer to get started from £3. # Brand positioning Plus is presented as an eco-conscious brand offering a modern, sustainable alternative to traditional hand soaps. The brand emphasizes environmental responsibility by highlighting its refillable system and commitment to being gentle on the planet. Plus positions itself as a brand that aligns with consumers who prioritize sustainability without compromising on product efficacy or dermatological safety. # Product Plus offers a gentle and foaming handwash that comes in a refillable container. The product is designed to be environmentally friendly, as it can be refilled with a tiny tablet, reducing plastic waste. The handwash is dermatologically tested, ensuring it is safe and gentle on the skin. The product's USPs include its eco-friendly refill system, gentle yet effective formula, and dermatological testing. The ad addresses the purchase barrier of environmental impact by offering a sustainable alternative to traditional hand soaps. # Visual style The ad features a clean, bright, and eco-friendly aesthetic. The production quality appears to be high, with a focus on showcasing the product in a natural setting. The visual motifs include clear product callouts with arrows and a circular badge highlighting the offer. The image treatment includes soft lighting and a slightly blurred background to draw attention to the product. The typography is clean and legible, complementing the overall modern and sustainable feel of the ad. # Hooks Headline: tough on grime, gentle on the planet. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the environmental impact of traditional hand soaps, which often come in single-use plastic bottles. The phrase "gentle on the planet" directly counters this concern. # Value propositions - Refill with a tiny tablet: Reduces plastic waste and environmental impact. - Dermatologically tested: Ensures the product is safe and gentle on the skin. # Benefits - tough on grime - gentle on the planet # Features - gentle and foaming handwash - refill with a tiny tablet - dermatologically tested # Call to action None used. # Social proof - dermatologically tested # Point of view - Brand: The entire image focuses on promoting the brand's product and values, highlighting its features and benefits. # Storyline - The ad begins by showcasing the Plus handwash bottle, emphasizing its eco-friendly and refillable nature. This is intended to immediately capture the viewer's attention and highlight the brand's commitment to sustainability, told from the brand's perspective. - Next, the ad points out key features of the product, such as being a gentle and foaming handwash, refillable with a tiny tablet, and dermatologically tested. This provides viewers with essential information about the product's benefits and unique selling points, told from the brand's perspective. - The ad concludes with the tagline "tough on grime, gentle on the planet," reinforcing the brand's dual commitment to efficacy and environmental responsibility. This summarizes the core value proposition of the product, told from the brand's perspective.

# Ad summary This ad showcases a woman unboxing a package from Smol, featuring various household cleaning products. She highlights the convenience and effectiveness of the products, emphasizing their compact size and ease of use. # Brand positioning Smol is presented as a modern, convenient, and eco-conscious brand that simplifies household cleaning. The brand aims to occupy a space in the consumer's mind as a provider of compact, effective, and sustainable cleaning solutions. The brand aligns with values of simplicity, efficiency, and environmental responsibility. Smol pushes against the norm of bulky, traditional cleaning products by offering concentrated, space-saving alternatives. The brand positioning is both functional (convenience, effectiveness) and emotional (satisfaction, eco-consciousness). # Product The ad features a range of Smol household cleaning products, including laundry capsules, dishwasher tablets, and handwash. The laundry capsules are non-biological and come in compact packaging. The dishwasher tablets are all-in-one and also come in compact packaging. The handwash comes in the form of dissolvable tablets that can be added to water in a reusable bottle. The products are designed for ease of use and convenience, with a focus on compact size and effective cleaning power. The ad addresses the purchase barrier of bulky, space-consuming cleaning products by showcasing Smol's concentrated, space-saving alternatives. The ad tells the viewer that these products are worth trying because they are convenient, effective, and environmentally friendly. # Visual style The ad has a UGC feel, with a casual, first-person perspective. The editing style is simple, with static shots and minimal transitions. The production quality is clean and well-lit, but not overly polished, which supports the intended tone of authenticity and relatability. The pacing is moderate, with cuts every few seconds to showcase different products and actions. # Hooks Spoken: 00:00–00:02 Female 1 [singing] Got those big blue eyes Text overlay: 00:00–00:02 Can't tell if it's adulthood or obsession but... my smol parcel just made my day 😂💚 Visual: 00:00–00:01 Close-up shot of a brown cardboard box with the 'smol' logo printed on it, sitting on a gray countertop. The background is slightly blurred, showing a white coffee canister and other kitchen items. The lighting is bright and natural. A hand with light skin and painted nails is visible. Text overlay: 'Can't tell if it's adulthood or obsession but... my smol parcel just made my day 😂💚'. / 00:01–00:02 The box is opened, revealing a white bag with red lettering that says 'hold my laundry' and 'CLEAN CLOTHES LIKE THE BIG BRANDS'. A hand with light skin is holding the bag open. The background is the inside of the box. Text overlay: 'Can't tell if it's adulthood or obsession but... my smol parcel just made my day 😂💚'. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of bulky, space-consuming cleaning products. 'Can't tell if it's adulthood or obsession but... my smol parcel just made my day 😂💚' suggests that the customer is excited about the compact size of the Smol products, implying that they are tired of dealing with large, cumbersome cleaning supplies. # Value propositions - Compact size for easy storage - Eco-friendly products for sustainable living - Convenient and easy to use for busy lifestyles # Benefits - Convenience - Space-saving - Effective cleaning - Eco-friendly # Features - Compact packaging - Non-biological laundry capsules - All-in-one dishwasher tablets - Dissolvable handwash tablets # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer unboxing and demonstrating the products. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a shot of a Smol package on a countertop. The message is to create anticipation and excitement for the arrival of the products. The perspective is from the customer, conveyed through a casual, first-person visual style. The tone is playful and enthusiastic. - 00:01–00:03 00:01–00:03 The customer opens the package to reveal a 'Clean Clothes Like the Big Brands' bag and a Smol cheat sheet. The message is to highlight the brand's commitment to quality and transparency. The perspective is from the customer, conveyed through a casual, first-person visual style. The tone is informative and reassuring. - 00:03–00:09 00:03–00:09 The ad showcases various Smol products, including child-lock dishwasher tablets and non-biological laundry capsules. The message is to demonstrate the range of products offered by the brand. The perspective is from the customer, conveyed through a casual, first-person visual style. The tone is informative and engaging. - 00:09–00:15 00:09–00:15 The customer opens a package of handwash tablets and demonstrates how to use them by adding a tablet to a bottle of water. The message is to highlight the ease of use and convenience of the product. The perspective is from the customer, conveyed through a casual, first-person visual style. The tone is practical and informative. - 00:15–00:26 00:15–00:26 The ad shows a collection of Smol products on the countertop. The message is to reinforce the brand's range of offerings and their compact size. The perspective is from the customer, conveyed through a casual, first-person visual style. The tone is satisfying and visually appealing.

# Ad summary This ad features a photo of a box of Smol products, sent to a customer who is excited to try them. # Brand positioning Smol is presented as a modern, direct-to-consumer brand that sends its products directly to customers. The brand seems to value customer relationships, as evidenced by the thank you message in the ad. The brand's packaging is minimalist and eco-friendly, with a focus on sustainability. The brand seems to be positioning itself as a convenient and eco-conscious choice for consumers. # Product The ad features a variety of Smol products, including laundry detergent and dishwashing tablets. The products are packaged in cardboard boxes with a minimalist design. The boxes are color-coded, with different colors representing different product types. The packaging also features the Smol logo and various recycling symbols, highlighting the brand's commitment to sustainability. The products are presented as convenient and eco-friendly alternatives to traditional household cleaning products. # Visual style The ad has a clean, minimalist aesthetic with a focus on natural light and neutral colors. The composition is simple and uncluttered, with the products taking center stage. The overall style is casual and approachable, suggesting a user-generated content feel. # Hooks Headline: Thank you @smolproducts for sending me these products, can't wait to try them 🤩 # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The products are sent directly to the customer, offering convenience. - The packaging is eco-friendly, appealing to environmentally conscious consumers. # Benefits - Convenience - Eco-friendliness # Features - Smol products # Call to action None used. # Social proof - "Thank you @smolproducts for sending me these products, can't wait to try them 🤩" # Point of view - Customer: The top caption expresses gratitude and excitement about receiving the products, indicating a positive customer experience. - Brand: The product packaging and logo placement reinforce brand visibility and recognition. # Storyline - The ad begins with a thank you message to Smol from a customer who received a package of products. This is from the customer's POV and conveys excitement and anticipation about trying the products.

# Ad summary This ad promotes smol's cleaning product bundle, highlighting its plastic-free packaging, refillable bottles, and affordability. The ad aims to appeal to environmentally conscious consumers looking for effective and sustainable home cleaning solutions. # Brand positioning smol positions itself as an environmentally conscious and sustainable cleaning brand. The brand aims to occupy the space of eco-friendly yet effective home cleaning solutions, targeting consumers who care about reducing plastic waste and using refillable products. It aligns with a lifestyle of sustainability and responsibility. The brand pushes against the norm of single-use plastic packaging commonly found in the cleaning product industry, promoting refillable and plastic-free alternatives. The brand positioning combines both functional benefits (effective cleaning) and emotional values (environmental responsibility). # Product The ad features smol's cleaning product bundle, which includes concentrated cleaning tablets or capsules for various household cleaning needs. The products are designed to be used with refillable bottles, reducing plastic waste. The featured items are smol dishwash tablets, surface cleaner, and hand wash, all in concentrated tablet form to be dissolved in water. USPs include plastic-free packaging and refillable bottles for life, emphasizing the brand's commitment to sustainability. The products are designed for everyday home cleaning and hand hygiene. The ad addresses purchase barriers by highlighting the affordable price of £5 for the bundle, making eco-friendly cleaning accessible. # Visual style The ad has a clean and minimalist aesthetic with a focus on showcasing the product and its packaging. The editing style is simple with static shots and one quick swipe transition. The production quality appears polished, with bright lighting and clear product visuals. The pacing is slow and deliberate. # Hooks Text overlay: 00:00–00:03: 4 top products for £5 (+P&P) / 00:00–00:03: refillable bottle for life / 00:00–00:03: plastic-free packaging Visual: 00:00–00:01: A wooden table serves as the foreground, displaying smol products: two boxes with pink and green labels, two clear bottles (one with a spray nozzle, the other with a pump), and two small wrapped tablets. Text overlays appear, indicating the products are '4 top products for £5' and 'plastic-free packaging'. The background includes a white shelf filled with books and a potted plant. / 00:01–00:02: A hand quickly swipes across the table, removing the smol products from the frame. The background remains the same. / 00:02–00:03: The wooden table is once again the foreground, displaying smol products: two boxes with pink and green labels, two clear bottles (one with a spray nozzle, the other with a pump), and two small wrapped tablets. Text overlays appear, indicating the products are '4 top products for £5' and 'plastic-free packaging'. The background includes a white shelf filled with books and a potted plant. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a frustration with traditional cleaning products that use single-use plastic packaging, contributing to environmental waste. Visually, the hand swipes away the product, and the focus on the product returns after implies removing the waste. # Value propositions - Affordable sustainability: Get 4 top cleaning products for only £5, packaged without plastic and designed for life with refillable bottles. - Convenient eco-friendly swaps: Transform your home cleaning routine with four simple swaps that deliver effective results and minimize environmental impact. # Benefits - Environmentally friendly cleaning solutions - Cost-effective cleaning bundle - Sustainable home cleaning # Features - Plastic-free packaging - Refillable bottles for life - 4 swaps for a gleaming home - 4 top products for £5 # Call to action get your bundle at smol.com # Social proof - None used. # Point of view - Brand 100% – The ad is from the brand's perspective, showcasing their product benefits and brand values. # Storyline - 00:00–00:01 The ad begins with a static shot of smol products on a wooden table. - 00:01–00:02 A hand quickly enters the frame to swipe away the products. - 00:02–00:09 The ad returns to the static shot of smol products on the table.

# Ad summary This ad compares a traditional plastic hand soap dispenser with the Smol refillable foaming handwash bottle. The ad highlights the benefits of using Smol, including its refillable design and cost-effectiveness. # Brand positioning Smol is presented as a modern, eco-conscious brand that challenges traditional household product norms. The brand emphasizes sustainability and convenience, offering refillable solutions that reduce waste and save money. Smol positions itself as a forward-thinking alternative to conventional, disposable products, appealing to consumers who value environmental responsibility and streamlined, cost-effective solutions. # Product The featured product is Smol's refillable foaming handwash system. It includes a sleek, reusable bottle and concentrated refill sachets. The system is designed to be environmentally friendly, reducing plastic waste by using a single bottle forever. The refill sachets are compact and dissolve in water to create foaming handwash. The ad highlights the cost-effectiveness of the system, noting that users can "get started for £3 at smol.com." # Visual style The ad has a clean, minimalist aesthetic with a focus on product presentation. The lighting is bright and even, highlighting the products against a simple background. The use of white text and clean lines gives the ad a modern and eco-friendly feel. # Hooks Headline: old me new me # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of plastic waste generated by traditional, disposable hand soap bottles. The "old me" bottle visually represents the environmental impact of single-use plastics. # Value propositions - Refillable foaming handwash: Offers a sustainable alternative to traditional disposable bottles. - One bottle forever: Reduces long-term plastic waste and environmental impact. - Get started for £3 at smol.com: Highlights the affordability and accessibility of the product. # Benefits - Reduces plastic waste - Cost-effective - Convenient refill system # Features - refillable - foaming handwash - one bottle forever # Call to action get started for £3 at smol.com # Social proof - None used. # Point of view - Brand: The entire image promotes the Smol brand and its products, highlighting the benefits of switching to their refillable handwash system. # Storyline - The ad opens with a side-by-side comparison of an "old me" traditional plastic hand soap dispenser and a "new me" Smol refillable bottle. This sets up a clear contrast between the old, wasteful way of doing things and the new, sustainable Smol solution. The audience experiences this from the brand's perspective, highlighting the transformation users can achieve by switching to Smol. - The ad emphasizes the refillable nature of the Smol handwash system, stating "refillable foaming handwash. one bottle forever." This reinforces the brand's commitment to reducing plastic waste and offers a long-term solution for consumers. The brand is telling the story of how its product is a sustainable alternative. - The ad concludes with a call to action, "get started for £3 at smol.com," encouraging viewers to try the Smol system at an accessible price point. This is from the brand's perspective, aiming to convert viewers into customers by highlighting the affordability and ease of getting started.

# Ad summary The ad promotes Smol, a brand that offers eco-friendly cleaning products. The founder presents different household cleaning products (dishwater tablets, laundry capsules, multi-purpose spray, and hand wash) and the 4-in-1 starter pack for just £5. All the products come in plastic-free packaging, offer great cleaning performance and are conveniently delivered to your door. # Brand positioning Smol positions itself as an eco-conscious brand of household cleaning products that provide effective cleaning solutions without plastic packaging, catering to environmentally aware consumers seeking sustainable alternatives to conventional brands. The brand promotes the idea that consumers can easily switch to their product and feel good about it, by offering plastic-free packaging, refillable bottles, and convenient delivery. It aims to make eco-friendly cleaning accessible and affordable, challenging the perception that sustainable products are expensive. # Product The ad showcases various Smol cleaning products. Smol dishwasher tablets promise sparkling clean dishes without the plastic packaging of conventional brands. Smol laundry capsules offer brilliant cleaning performance even at low temperatures, without needing to be carried home from the shops. The brand's multi-purpose spray effortlessly cleans surfaces, and the hand wash looks great next to the sink and is kind to the hands, while also reducing single-use plastic bottle waste. The 4-in-1 starter pack includes all of these items, available for £5.00. # Visual style The ad has a clean and simple aesthetic. The setting is well-lit and uncluttered, with the white background ensuring the focus remains on the presenter and the products. The editing style consists of static shots, with smooth transitions. The production quality appears polished, giving a professional feel. The pacing is moderate, allowing viewers to easily follow along with the presenter. # Hooks Spoken: 00:00–00:05 If you want dishwasher tablets that guarantee you sparkling clean dishes, but without the plastic packaging, try smol. Text overlay: 00:00–00:01 / Co-founder at smol / If you want / 00:01–00:02 / that guarantee you / 00:02–00:03 / sparkling clean dishes / 00:03–00:04 / but without the plastic packaging / 00:04–00:05 / try smol. Visual: 00:00–00:05 Nick, a middle-aged white man with short brown hair and glasses, stands behind a white table, centered in the frame. He is wearing a beige hoodie. Behind him, a white shelf displays various cleaning products, including pink bottles. Green potted plants sit atop the shelves, on either side, adding a touch of nature to the background. The camera is stationary and the lighting is bright and even, highlighting the products and Nick's face as he speaks directly to the camera. # Funnel stage Consideration # Pain points The ad addresses the frustration of plastic waste from traditional cleaning products, highlighting the desire for an environmentally friendly alternative: “But without the plastic packaging… but without throwing away single-use plastic bottles every month.” # Value propositions - Sparkling clean dishes without the plastic packaging - Clean brilliantly, even at 20 degrees, without having to lug them home from the shops - Effortlessly clean your surfaces at home, without cleaning out your bank balance - Hand wash that looks great next to your sink and is kind to your hands, without throwing away single-use plastic bottles every month - 4-in-1 starter pack all for just £5 # Benefits - Sparkling clean dishes - Cleans brilliantly, even at 20 degrees - Effortlessly clean your surfaces at home - Looks great next to your sink - Kind to your hands - Conveniently delivered to your door # Features - Dishwasher tablets - Laundry capsules - Refillable multi-purpose spray - Hand wash - 4-in-1 starter pack - Great cleaning performance - Plastic free packaging - Refillable bottles # Call to action try smol. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective through its co-founder speaking directly to the camera. # Storyline - 00:00–00:00 Nick, Co-founder at Smol, directly addresses the viewer. - 00:00–00:05 00:00–00:05 Nick lists the qualities people want in dishwasher tablets: guaranteed sparkling clean dishes without plastic packaging, followed by a clear call to action to try Smol. He speaks in a friendly and direct manner, making the brand seem relatable and approachable. - 00:06–00:13 00:06–00:13 Nick describes Smol laundry capsules and their features: cleaning brilliantly even at 20 degrees, without having to lug them home from the shops, again, ending with a clear call to action. - 00:13–00:21 00:13–00:21 He continues by describing a refillable multi-purpose spray that cleans surfaces at home but without cleaning out your bank balance, and reinforces the brand name with a call to action. - 00:22–00:29 00:22–00:29 Nick speaks about Smol hand wash, stating it looks great next to the sink and is kind to the hands, without the environmental waste. - 00:30–00:33 00:30–00:33 Now Nick switches to the brand’s '4-in-1 starter pack,' showcasing the actual product. - 00:33–00:44 00:33–00:44 He highlights the key features of the starter pack as great cleaning performance, plastic-free packaging, refillable bottles, and convenient delivery to your door. This is a value proposition that reinforces the brand’s commitment to quality, sustainability, and convenience. - 00:44–00:47 00:44–00:47 Nick summarizes the selling points: easy switches that you can feel great about. This statement ties back to the emotional benefit of using Smol, positioning it as a choice that aligns with personal values and promotes a sense of responsibility. - 00:48–00:50 00:48–00:50 The ad concludes with a call to action, try our bundle for just £5 today. This encourages immediate purchase, emphasizing the affordability of the starter pack. This moment reinforces the accessibility of the brand, making it appealing to a wide audience.

# Ad summary This ad features a man doing chores and folding clothes while talking about why he uses Smol laundry detergent. He says that with a little one, things get hectic and Smol is a great option for him because the product provides brilliant results with less chemicals and no faff. The ad ends with the tagline, 'The revolution starts smol.' # Brand positioning Smol is presented as a convenient and eco-conscious brand of laundry detergent that aims to simplify the lives of busy parents who want effective cleaning without compromising on safety or environmental responsibility. The brand aligns with values of practicality, efficiency, and ethical consumption by offering products with less chemicals and no unnecessary hassle. The brand pushes against the norm of traditional, large-scale detergent brands by focusing on compact, effective solutions that fit into the hectic lifestyles of modern families. # Product Smol is a laundry detergent designed to deliver 'brilliant results' while using 'less chemicals and no faff.' The product is positioned for busy parents who need to 'squeeze everything in before the chaos begins again.' Smol aims to address the challenges of maintaining a clean and healthy home environment without adding to the stress of a hectic lifestyle. The ad highlights that the product is effective, eco-conscious, and easy to use, making it an ideal choice for those who want to 'do the right thing' without sacrificing time or quality. # Visual style The ad has a UGC feel due to the setting and casual appearance of the person featured in the ad. The editing style is simple and the shots are static, giving the ad a conversational, vlog-like tone. The pacing is consistent and there are no visual motifs. The production quality is somewhat polished, but is not overly high-end. The tone is very casual and relatable. # Hooks Spoken: With the little one, you just can’t keep up. Text overlay: the revolution starts / With the little one, you just can't keep up. Visual: 00:00–00:02: A man kneels on a carpet in what looks like a child’s room, sorting through baby clothes in a white laundry basket. In the background is a wooden dresser with items on top, and a bamboo clothing rack with hanging clothes. The man is wearing a green hoodie and black pants. He has short brown hair and a neutral expression. The camera is stationary at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents struggling to balance household chores with the demands of childcare. The man states, 'With the little one, you just can’t keep up,' highlighting the frustration of constantly being interrupted and overwhelmed by parental duties. # Value propositions - The product is easy to use and has less chemicals, making it an ideal choice for parents who want a safer product for their kids and the environment without compromising on how well it works. # Benefits - Brilliant results - No faff # Features - Less chemicals # Call to action None used. # Social proof - That's why we switched to smol – Man 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the point of view of a parent using the product and facing the challenges of childcare. # Storyline - 00:00–00:02 The ad opens with a man folding clothes from a laundry basket. - 00:00–00:02 He explains that 'with the little one, you just can’t keep up.' This message intends to set the scene and the tone and provide context for the situation the target audience can relate to. The perspective is conveyed from the POV of a parent who is constantly dealing with the demands of childcare. - 00:02–00:04 The man continues to fold clothes and mentions that 'we’re down to one nap now' which implies that the speaker has a baby and is now in a stage of parenting in which it is hard to get things done. This continues the previous message by adding onto the original context. The same POV is carried over. - 00:04–00:06 The man explains, 'We have to squeeze everything in before the chaos begins again.' This intends to show that the speaker and likely other parents have trouble completing tasks due to being busy. - 00:07–00:09 He asks, 'So when are we meant to think about doing the right thing?' The speaker intends to call out the viewer, and address their own struggle in completing day-to-day tasks. This is from the POV of someone doing their chores, and is intended to cause the viewer to do the same. - 00:11–00:12 He responds with, 'That’s why we switched to smol.' This is from the POV of someone who is answering their own question, and transitions to the product being highlighted. - 00:12–00:16 The man then picks up a washcloth and highlights the product's benefits by stating, 'Brilliant results, but, well, less chemicals and no faff.' This is the brand's perspective and is meant to showcase the product and its benefits. The language is casual, and is in a tone that a consumer can relate to. - 00:17–00:22 The man then picks up a sock and states, 'Maybe I’m changing nappies, not the world. But it’s something, right?' This continues to showcase the consumer POV while highlighting that using the product can help you feel as if you are doing something good for the environment. - 00:23–00:25 A baby cries and the man says 'Uh oh, back to it' which is intended to showcase how hard it can be to complete tasks with a young child. The POV is from the perspective of someone with a child. - 00:26–00:28 The ad ends with text saying, 'the revolution starts smol' as a box of Smol laundry detergent is shown.

# Ad summary In an office setting, a woman interviews Matt, the creative director at Smol, about the contents of their new bundle. Matt shares what is included in the bundle, including 9 laundry capsules, 9 dishwasher tablets, a multipurpose spray, and 348 pumps of handwash. The woman asks what if the items aren't for them, and Matt explains that it's easy to try it all and see what you think for just a fiver. # Brand positioning Smol is presented as a brand that is innovative and focused on creating effective cleaning products that are also environmentally conscious and affordable. The fact that the Creative Director is directly featured in an ad suggests a down-to-earth approach, emphasizing the brand's commitment and accessibility. The brand's products are practical, catering to everyday household needs with a focus on convenience and value. The packaging design reinforces the brand's functional and minimalist approach, appealing to consumers who want quality without unnecessary frills. # Product The featured product is a limited time bundle of Smol's best-selling cleaning supplies. The bundle includes nine laundry capsules, nine dishwasher tablets, a multipurpose spray, and 348 pumps of handwash. The ad highlights that the bundle includes all of Smol's best-loved products in one box. The ad also emphasizes that for those who are not sure if the products are for them, they can try it all and see what they think for just a fiver. # Visual style The ad has a casual, UGC-inspired aesthetic with simple editing and natural lighting. The production quality feels more like a behind-the-scenes glimpse rather than a polished commercial, which likely aims to foster a sense of authenticity and approachability. The pacing is moderate, with cuts timed to natural speech patterns rather than a music track, keeping the focus on the dialogue. # Hooks Spoken: 00:00–00:02 Female 1: Hey, Matt. People are asking, what's in the bundle? Text overlay: 00:00–00:02 MATT creative director at smol (lower-left quadrant) Visual: 00:00–00:01 A medium shot shows the woman, with teal painted nails, holding a dish soap brush and pointing the handle towards Matt, the creative director at Smol. The background is a brightly lit office with white walls, desks, plants, and visible coworkers in the distance. / 00:01–00:02 A medium shot shows Matt, the creative director at Smol, speaking directly to the camera in an office setting. He's holding a clipboard and a marker. The background includes white walls, desks, plants, and other workers. # Funnel stage Middle of funnel (Consideration): The ad highlights the product and its features while addressing a potential purchase barrier by introducing a low cost method for viewers to try the product. # Pain points Uncertainty or hesitation about trying new cleaning products. The woman asks, "What if it's not for them though?", reflecting a viewer's concern about purchasing a bundle if they are unsure whether the products will meet their needs or preferences. # Value propositions - Comprehensive cleaning solution: The bundle includes a variety of cleaning products, covering laundry, dishes, and general cleaning needs. - Convenience: "All our best loved products in one box" emphasizes the ease of getting multiple popular products in a single purchase. - Low-risk trial: "It's really easy to try all four. See what you think. It's just a fiver (+P&P)" makes it affordable and risk-free to test the products. # Benefits - All our best loved products in one box - Easy to try all four - It's just a fiver (+P&P) # Features - 9 laundry capsules - 9 dishwasher tablets - a full multipurpose spray - 348 pumps of our famous handwash # Call to action None used. # Social proof - "Our famous handwash" - Matt (Creative Director at Smol) # Point of view - Brand 70% – The brand POV is communicated through Matt, the creative director, who lists the product’s features and benefits. - Customer 30% – The customer POV is communicated through the woman, who is asking questions and trying to act on behalf of customers. # Storyline - 00:00–00:01 The ad opens with a woman approaching Matt, the creative director at Smol, in an office setting. - 00:01–00:02 00:01–00:02 The woman asks Matt what's in the bundle, conveying a question from the audience. - 00:02–00:09 00:02–00:09 Matt lists the contents of the bundle: 9 laundry capsules, 9 dishwasher tablets, a full multipurpose spray, and 348 pumps of Smol's famous handwash, highlighting the comprehensive cleaning solution. - 00:09–00:12 00:09–00:12 Matt summarizes that the bundle includes all of Smol's best-loved products in one box, emphasizing value and convenience. - 00:13–00:15 00:13–00:15 The woman asks what if it's not for them, raising a potential purchase barrier. - 00:15–00:20 00:15–00:20 Matt assures it’s easy to try all four, see what you think, and mentions it’s just a fiver, addressing the barrier with a low-risk trial offer and encouraging immediate action. - 00:20–00:21 00:20–00:21 Matt expresses confidence that the viewer will love it, offering a final positive affirmation.

# Ad summary This UGC-style ad promotes Smol, a cleaning products brand, by highlighting a bundle of products. It uses humor to emphasize the product benefits, such as reduced chemicals, effective cleaning, lasting freshness, and environmental friendliness, as well as a low price point. The ad features quick demonstrations and emphasizes the convenience and cost-effectiveness of the Smol products. # Brand positioning Smol positions itself as a modern and eco-conscious brand of home cleaning products that challenge industry norms by prioritizing sustainability, health, and affordability. The brand occupies a space in the consumer's mind as a provider of effective cleaning solutions with fewer chemicals, packaged in plastic-free materials. Smol aligns with a lifestyle that values environmental responsibility and convenience, pushing against the norms of single-use plastics and harsh chemicals often found in competitor products. The brand positioning is both functional, emphasizing performance and simplicity, and emotional, promoting peace of mind through eco-friendliness and health consciousness. The products offered are presented as easy to use and cost-effective, appealing to customers who care about their health, their wallets, and the planet. # Product The advertised product is a bundle of cleaning supplies from Smol, which includes dishwasher tablets, laundry capsules, multi-purpose spray, and hand wash. The dishwasher tablets are designed to leave glasses free of residue, the laundry capsules work effectively even in quick, cold washes, the multi-purpose spray is advertised as lasting for life and smelling incredible, and the hand wash doesn't dry out hands and lasts longer than 3 days. Each product is offered as a sustainable alternative to single-use plastic bottles, addressing the purchase barrier of environmental concern. The ad aims to show the viewer that the Smol bundle is worth trying for its reduced chemical content, effectiveness, long-lasting performance, pleasant scent, and eco-friendly packaging, all offered at a low price point. # Visual style The ad has a bright, polished aesthetic with a casual, UGC feel. The editing style includes quick cuts and smooth transitions. The production quality straddles the line between a polished commercial and a user-generated video. The pacing is quick, with cuts timed to the music and voiceover, maintaining a consistent rhythm throughout the ad. # Hooks Spoken: Hi team, can you make a quick video showing why all the products in our bundle are better than big brands. Text overlay: can you make a quick video / products in our bundle / are better than big brands Visual: 00:00–00:01: A wide shot shows a person with long brown hair standing in a living room waving at the camera. The living room has a gray sofa, two brown chairs, and a black ottoman. The shot transitions to a close-up of the camera with the sound of a voice memo. A paused voice memo notification appears with the title "Matt, Creative Director." / 00:01–00:02: The shot moves to the left and shows a marble countertop. A woman with long brown hair and a leopard print shirt stands behind it. There are cleaning products on the counter in front of her. The lighting is bright. / 00:02–00:03: The camera turns toward the right. The person on the right has short curly hair and is wearing a striped turtleneck. / 00:03–00:06: The woman with long brown hair picks up a clear bottle with blue liquid inside and turns it to show the camera. There are various cleaning products on the counter. The shot transitions to a woman in a white lab coat standing in the same kitchen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of harsh chemicals in cleaning products and their negative impact on the environment. "Skips loads of single use plastic bottles" # Value propositions - Effective cleaning with fewer chemicals - Long-lasting multi-purpose spray bottle - Quick and effective laundry care - Cost-effective bundle at £5 for four products - Environmentally friendly alternatives to single-use plastics # Benefits - Still work really well - Dishwash tablets don't leave that weird grit on your glasses - Laundry capsules work perfectly even on a quick wash - Product smells incredible - Hand wash doesn't run out after 3 days - Won't leave your hands feeling dry - Skips loads of single use plastic bottles # Features - Way less chemicals - Multi purpose spray bottle lasts for life - All 4 for just £5 # Call to action try our bundle for just £5 today # Social proof - None used. # Point of view - Brand 80% – The brand's official voice communicates claims, features, and instructions for using the product. - Customer 20% – Customers are shown using the product in their homes in an everyday setting, offering a casual tone. # Storyline - 00:00–00:02 00:00–00:02: A phone's voice memo app is shown. A person off-screen sends a message saying to make a video showing why the products in the bundle are better than big brands and to make it funny. - 00:02–00:07 00:02–00:07: A woman acknowledges the prompt and agrees to make a video showing how the products are better. - 00:07–00:09 00:07–00:09: The sender of the message lists points to hit in the video: the products have way less chemicals and still work really well. - 00:09–00:15 00:09–00:15: The woman elaborates on the products, saying the dishwash tablets don't leave a weird grit on glasses. - 00:15–00:20 00:15–00:20: The voice memo adds that the laundry capsules work perfectly even on a quick wash. - 00:20–00:25 00:20–00:25: The voice memo continues adding that the multipurpose spray bottle lasts for life and smells incredible, and that the hand wash doesn't run out after 3 days and won't leave hands feeling dry. - 00:25–00:35 00:25–00:35: The voice memo says that the products skip loads of single-use plastic bottles, offering them all for just £5 plus P&P. They confirm that that is it and to crack on, please. - 00:35–00:41 00:35–00:41: The video comes to a close, and the person from the voice memo prompts the team to try their bundle for just £5 today.

# Ad summary This ad promotes Smol cleaning products, highlighting their eco-friendly attributes and effectiveness. The ad features a woman in her kitchen demonstrating the use of Smol dishwasher tablets, emphasizing their plastic-free packaging, child-lock feature, and cleaning performance. The ad positions Smol as a sustainable and affordable alternative to traditional cleaning brands. # Brand positioning Smol is presented as an eco-conscious brand that offers effective cleaning products with a focus on sustainability and affordability. The brand aims to occupy a space in the consumer's mind as a responsible choice that doesn't compromise on cleaning power. Smol aligns with values of environmental responsibility and simplicity, pushing against the norms of excessive plastic packaging and chemical-heavy formulas often found in competitor products. The brand positioning is both functional (effective cleaning) and emotional (feeling good about reducing plastic waste). # Product The featured product is Smol dishwasher tablets, designed for use in standard dishwashers. These tablets come in plastic-free, sustainable packaging with a child-lock feature. The tablets are formulated with fewer chemicals than those used by big brands, and they dissolve completely during the wash cycle, leaving no plastic or waste behind. The product is for consumers who are environmentally conscious and looking for an affordable and effective cleaning solution. The ad highlights the USP of being plastic-free and sustainable while still delivering powerful cleaning results. The use occasion is during a typical dishwashing routine, and the ad addresses the purchase barrier of concerns about cleaning effectiveness by showing sparkling clean dishes. # Visual style The ad has a polished UGC feel, with natural lighting and a clean, modern aesthetic. The editing style includes quick cuts to maintain a brisk pace, with smooth transitions between shots. The production quality is high, giving it a commercial feel while still retaining the authenticity of user-generated content. The pacing is consistent throughout the ad, with cuts timed to match the rhythm of the voiceover. # Hooks Spoken: Female 1: Ever feel guilty when you throw away plastic? Text overlay: 00:00–00:01 / AWAY PLASTIC? Visual: 00:00–00:02: A woman with blonde hair, wearing a black long-sleeve shirt and jeans, stands in a kitchen. She is in front of a cardboard box with the "smol" logo. The kitchen has light green cabinets, a wooden countertop, and a bowl of bananas in the background. The camera is stationary and at eye level. # Funnel stage Consideration # Pain points The ad addresses the guilt and concern consumers feel about the environmental impact of plastic waste from traditional cleaning products. "Ever feel guilty when you throw away plastic?" # Value propositions - Powerful cleaning that's better for the planet - Easy and affordable option # Benefits - Better for the planet - Powerful cleaning - Easy and affordable option - No plastic, no waste # Features - Fewer chemicals than the big brands - No single use plastic - Sustainable packaging - Handy child lock - Tablets dissolve completely # Call to action Try today # Social proof - "And I can confirm my plates came out sparkling, so it definitely works just as well as the big brands" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:02 The ad begins with a woman standing in her kitchen, addressing the viewer directly and asking if they ever feel guilty when they throw away plastic. - 00:02–00:07 She acknowledges that she feels the same way, transitioning to a realization that she wasn't putting much thought into her cleaning products and the waste they create. - 00:07–00:08 She states that she needed to make a change, introducing Smol as a solution. - 00:08–00:14 The ad highlights that Smol makes cleaning products with fewer chemicals than big brands, using no single-use plastic and sustainable packaging. - 00:14–00:17 She mentions that she cooks a lot, so the dishwasher tablets were first on her list to try. - 00:17–00:22 She points out that the box is plastic-free but still has a handy child lock, and the tablets dissolve completely. - 00:22–00:24 She emphasizes "no plastic, no waste." - 00:24–00:28 Two hours later, she confirms that her plates came out sparkling, indicating that the product works just as well as the big brands. - 00:28–00:35 The ad concludes by stating that if you want powerful cleaning that's better for the planet, Smol is an easy and affordable option, encouraging viewers to give it a try.

# Ad summary This ad promotes a plastic-free sponge that comes in a flat design. The flat sponge requires soaking in water to expand into a traditional sponge shape. The spokesperson highlights the sustainability and space-saving aspects of the updated sponge design. # Brand positioning Sponge sells plastic-free sponges. They aim to occupy the space of sustainable household goods. Their products focus on being eco-friendly and waste-conscious, challenging the category norm of plastic sponges. Their positioning is primarily functional, focusing on eco-friendly performance, while also appealing to emotional values around sustainability and responsibility. # Product The advertised product is a plastic-free sponge that is flat when dry but expands when wet. The sponges arrive dry to take up less space during shipping and in cupboards. To use, consumers give it a quick dunk in water. The product is the same great plastic-free sponge that customers love. The USPs are that the product uses less packaging, requires smarter shipping, and helps save space. # Visual style The ad has a polished, professional look, combining studio-lit product shots with natural-looking kitchen scenes. The editing style features quick cuts to emphasize points and maintain engagement. The pacing is upbeat, with a consistent rhythm that keeps the energy high. The audio and visual elements are synced, highlighting product actions and reinforcing key messages. # Hooks Spoken: You might notice that our small sponge looks a little bit different now, but don't worry, nothing about it has actually changed. Text overlay: 00:00-00:02 / Small Sponge Visual: 00:00–00:05 The shot is filmed at eye level in a modern kitchen setting with navy cabinets and white countertops. A woman stands behind the kitchen island, holding a clear bowl of water. She is white, in her 30s, with long brown hair, wearing a gray-green sweater and jeans. She is smiling and gesturing toward the bowl. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of bulky sponges that take up too much space in cupboards and contribute to wasteful packaging and shipping. # Value propositions - Smarter for everyone due to flat design - Same great plastic-free sponge # Benefits - Takes up less space in cupboards - Wastes less space in transit - Smarter shipping - Less packaging - More sustainable # Features - Plastic-free sponge - Flat design - Arrives dry # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is delivered entirely from the brand's perspective, featuring a spokesperson explaining the product updates and benefits. # Storyline - 00:00–00:04 The spokesperson notes that the sponges look a little bit different. - 00:04–00:07 She reassures viewers that nothing about the sponge has changed except that the brand has stopped pre-soaking them. - 00:07–00:09 The spokesperson clarifies that the sponges arrive dry now. - 00:09–00:13 She states that all users need to do is dunk them in water. - 00:14–00:21 The spokesperson states that the new flat design is smarter for everyone. - 00:16–00:21 She notes that it takes up less space in cupboards, less space in transit, smarter shipping, and less packaging. - 00:21–00:24 She shows the sponge expanding in a bowl of water. - 00:24–00:27 The spokesperson reiterates that it is the same great plastic-free sponge, just a bit smarter and more sustainable.

# Ad summary A customer shares that they will be trying smol products this week. # Brand positioning Smol is presented as a brand that offers household cleaning products. The ad features laundry capsules and a cleaning spray, suggesting a focus on everyday cleaning needs. The brand is associated with eco-friendliness, as indicated by the presence of the Certified B Corporation logo on the packaging. The brand seems to be positioning itself as a sustainable and responsible choice for consumers looking for effective cleaning solutions. # Product The ad features two main products from Smol: laundry capsules and a cleaning spray. The laundry capsules are packaged in cardboard boxes, one in pink labeled "smol non-bio laundry capsules" and the other in blue labeled "smol non-biological laundry treatments". The cleaning spray is in a clear bottle with an orange nozzle and contains a yellow liquid. The bottle has the word "smol" embossed on the side. The products are presented as eco-friendly, with the laundry capsules highlighted as "non-bio" and the Certified B Corporation logo indicating a commitment to sustainability. The ad aims to show that Smol products are effective, environmentally conscious choices for everyday cleaning needs. # Visual style The ad has a UGC (user-generated content) style, with a natural, unfiltered look. The lighting is soft and diffused, creating a casual and authentic feel. The composition is simple and straightforward, focusing on the products and their packaging. The overall aesthetic is clean and minimalist, aligning with the brand's eco-friendly positioning. The image treatment appears to be minimal, with no obvious filters or color grading. The visual style aims to convey a sense of transparency and trustworthiness, as if the customer is sharing their genuine experience with the products. # Hooks Headline: Will let you know how I get on Trying smol products this week! # Funnel stage Middle of funnel # Pain points None used. # Value propositions - Trying smol products this week! # Benefits - Eco-friendly cleaning products # Features - non-bio laundry capsules - non-biological laundry treatments # Call to action None used. # Point of view - Customer: The entire image is presented from the customer's point of view, as they are sharing their experience with the products. # Storyline - The customer states, "Will let you know how I get on Trying smol products this week!" This is intended to build anticipation and signal that a review or experience with the products will be shared soon. The audience is experiencing this from the customer's perspective. - The customer shares a photo of the smol products they received. This is intended to show the products in a real-world setting and provide a visual reference for what the customer will be reviewing. The audience is experiencing this from the customer's perspective. - The customer thanks @smolproducts. This is intended to acknowledge the brand and show that the products were received as part of a collaboration or partnership. The audience is experiencing this from the customer's perspective.

# Ad summary A creator showcases a variety of cleaning products from the brand smol, including laundry capsules, dishwasher tablets, disinfectant spray, and hand wash. She expresses excitement to test the products and share her experience with her audience, particularly highlighting the laundry capsules' ability to tackle tough baby stains. # Brand positioning Smol is presented as a brand that offers a range of household cleaning products, including laundry capsules, dishwasher tablets, disinfectant spray, and hand wash. The brand is positioned as thoughtful and generous, as the creator mentions that Smol gifted her the products to try and share with her audience. The brand emphasizes convenience and aesthetic appeal, as the creator highlights the cute refill bottles. Smol aims to occupy a space in the consumer's mind as a brand that combines effectiveness with a visually pleasing and user-friendly experience. The brand aligns with values of practicality and aesthetic appeal, pushing against the norm of purely functional cleaning products. # Product The ad features several cleaning products from Smol. The non-bio laundry capsules are designed to tackle tough baby stains. The dishwasher tablets are for cleaning dishes. The disinfectant spray is for general cleaning and sanitizing. The sea breeze hand wash is for cleaning hands. Each product comes with refill bottles, which the creator describes as cute. The products are presented as effective and visually appealing, making them worth trying or buying. # Visual style The ad has a UGC feel, with a casual and informal tone. The editing style is simple, with static shots and minimal transitions. The production quality is basic, supporting the intended tone of a genuine product review. The pacing is consistent, with a moderate number of cuts per minute. The audio and visual elements are synced, with product actions timed to the voiceover. # Hooks Spoken: Female 1: Smol has very kindly gifted me some of their products to try out and share with you, and I honestly can't wait because I've been really like dying to test these out. Text overlay: @smol Visual: 00:00–00:02: A close-up shot shows two boxes of Smol laundry capsules (one pink and one blue), a small packet of hand wash, and two empty spray bottles (one silver and one clear with a yellow ring) on a beige surface. The camera is stationary and slightly angled downward. Text overlay: @smol / 00:02–00:04: The creator holds up the blue box of Smol laundry capsules, showing the front of the package. The background remains the same. Text overlay: @smol / 00:04–00:06: The creator holds up the pink box of Smol laundry capsules, showing the front of the package. The background remains the same. Text overlay: @smol / 00:06–00:08: The creator holds up the pink box of Smol laundry capsules, showing the front of the package. The background remains the same. Text overlay: @smol / 00:08–00:10: The creator holds up the pink box of Smol laundry capsules, showing the front of the package. The background remains the same. Text overlay: @smol # Funnel stage Consideration # Pain points The ad addresses the pain point of needing effective cleaning products, especially for tough stains like baby stains. # Value propositions - Effective cleaning for tough stains - Visually appealing and user-friendly experience # Benefits - Tackles tough baby stains - Cute refill bottles # Features - Non-bio laundry capsules - Dishwasher tablets - Disinfectant spray - Sea breeze hand wash - Refill bottles # Call to action Stay tuned. # Social proof - Smol has very kindly gifted me some of their products to try out and share with you – Female 1 (Creator) - I honestly can't wait because I've been really like dying to test these out – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer who received the products as a gift and is excited to try them out. # Storyline - 00:00–00:10 The creator begins by showcasing various Smol products, including laundry capsules, dishwasher tablets, disinfectant spray, and hand wash. - 00:01–00:05 She expresses her excitement to test the products and share her experience with her audience. - 00:19–00:24 The creator highlights the cute refill bottles that come with the products. - 00:26–00:35 She mentions her plan to make a video about the laundry capsules to see how well they clean, especially tough baby stains.

# Ad summary This ad showcases the smol multipurpose spray and its various benefits. It emphasizes the product's ability to clean multiple surfaces quickly, its eco-friendly aspects like fewer chemicals and refillable bottles, and the convenience of having refills delivered automatically. The ad targets busy parents who value time and convenience. # Brand positioning Smol is presented as a modern, eco-conscious brand focused on simplifying cleaning for busy individuals, particularly parents. The brand is positioned as a convenient and sustainable alternative to traditional cleaning products, emphasizing fewer chemicals, refillable containers, and automatic delivery of refills. It promotes a lifestyle where cleaning is quick, easy, and doesn't compromise on environmental responsibility. Smol aims to occupy the space of being a functional, eco-friendly cleaning solution for the modern home. # Product The featured product is smol multipurpose spray, designed to clean every surface without the need for switching products. It is presented as a solution for busy parents and individuals who need cleaning to be quick and efficient. The product comes in a refillable bottle, with refills available for just £1.17, delivered automatically. Key features highlighted include its ability to clean multiple surfaces, its lower chemical content, the refillable nature of the bottle, and a pleasant scent. The ad aims to address purchase barriers by showcasing the convenience, cost-effectiveness, and eco-friendliness of the product, making it an attractive option for consumers seeking a sustainable and efficient cleaning solution. # Visual style The ad has a UGC feel, with bright, natural lighting and simple editing. The cuts are quick, and the pacing is consistent. The visuals focus on the product and its use in a realistic home environment. The overall aesthetic is clean and modern, aligning with the brand's focus on simplicity and sustainability. # Hooks Spoken: Before becoming a parent... cleaning took time. Text overlay: Before becoming a parent... cleaning took time. Visual: 00:00–00:02: A close-up shot of a dark-colored countertop with visible streaks and watermarks. A hand holding a pink cleaning cloth wipes the surface. The background is blurred. The lighting is bright and direct. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the lack of time for cleaning, especially for busy parents. "Before becoming a parent... cleaning took time. Now? It needs to take seconds." # Value propositions - Saves time and effort by cleaning every surface without switching products - Eco-friendly with less chemicals and refillable bottles - Cost-effective refills delivered automatically # Benefits - Cleans every surface - Less chemicals - Smells so good - Saves time - Convenient # Features - Multipurpose spray - Refillable bottle - £1.17 refills - Automatic delivery of refills # Call to action Get smol multipurpose spray + 3 essentials for just £5 (+ P&P) in the smol Essentials Bundle. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a busy parent, showing their need for quick and efficient cleaning solutions. # Storyline - 00:00–00:02 The ad opens with a shot of a dirty countertop being wiped with a cleaning cloth, with the text overlay "Before becoming a parent... cleaning took time." This sets up the contrast between pre-parenthood cleaning routines and the time constraints of being a parent, introducing the problem the product aims to solve. - 00:02–00:04 Following this, a shot of a woman carrying groceries and then a woman squatting while holding a baby are shown, along with the text "Now? It needs to take seconds." This highlights the time-crunched reality of parenthood and sets the stage for the product demo. - 00:04–00:05 The product is then demonstrated: a woman holding a baby in a carrier sprays and wipes a surface with the smol multipurpose spray, followed by the text "Spray. Wipe. Next task." This shows how quickly and easily the product can be used, addressing the need for speed in cleaning. - 00:06–00:09 The camera then zooms in on the smol multipurpose spray bottle, showcasing its design and the text overlay "smol multipurpose spray cleans every surface without switching products." This emphasizes the product's versatility and convenience. - 00:09–00:12 The ad transitions to highlighting the product's benefits, including "Less chemicals," "Refillable," and "Smells so good." This addresses concerns about environmental impact and product quality, appealing to conscious consumers. - 00:13–00:16 Next, the ad focuses on the refills, showing a hand holding a refill tablet with the text "Refills cost just £1.17 and get delivered automatically." This emphasizes the cost-effectiveness and convenience of the subscription model. - 00:17–00:22 The ad closes with a shot of a smol box being opened by a baby, paired with the text "Because your time matters now, more than ever" and a call to action: "Get smol multipurpose spray + 3 essentials for just £5 (+ P&P) in the smol Essentials Bundle." This reinforces the value proposition of saving time and promotes a limited-time offer.

# Ad summary This ad promotes the Smol Essentials Bundle, which consists of household cleaning items such as laundry tabs, multi-purpose spray, and dishwasher tabs. The ad uses a POV of a parent who is overwhelmed by household chores and the brand offers a solution by automatically delivering household cleaning products so customers don't have to remember. # Brand positioning Smol presents itself as a modern, sustainable brand providing household cleaning products through a convenient subscription service. The brand aims to occupy a space in the consumer's mind as a solution for busy individuals or families who want to simplify their household cleaning routines. The brand's values include convenience, sustainability, and efficiency, all while taking the mental load out of shopping for household essentials. Smol pushes against the norm of traditional large, plastic-packaged cleaning products by offering concentrated formulas in minimalist packaging, reducing waste, and promoting environmental responsibility. The brand positioning is functional, focusing on the simplicity and convenience of its products, as well as emotional, by promising to free up headspace and reduce the mental burden of household chores. The brand offers a range of cleaning products for various household needs, all designed to be effective, eco-friendly, and delivered directly to the consumer's door. # Product The featured products are household cleaning essentials offered by Smol, including laundry tabs, multi-purpose spray, and dishwasher tabs. These products are designed for individuals and families looking for a convenient and eco-friendly way to maintain their homes. The laundry tabs are concentrated detergent in tablet form, simplifying the laundry process by eliminating the need to measure liquid or powder. The multi-purpose spray comes in a reusable bottle, with concentrated refill tablets that dissolve in water, reducing plastic waste. This spray is suitable for cleaning various surfaces throughout the home. The dishwasher tabs provide an all-in-one solution for dishwashing, ensuring dishes and baby bottles are cleaned effectively. Smol emphasizes the convenience of automatic delivery, so customers don't have to remember to repurchase these essentials. The ad addresses the purchase barrier of forgetting to buy cleaning products by offering a subscription service that delivers them automatically. All of the Smol products are efficient and take away the mental load of everyday household chores. # Visual style The ad has a UGC (User Generated Content) feel with a mix of static and quick cuts, creating a fast-paced rhythm that reflects the busy life of a new parent. The editing style includes jump cuts and smooth transitions. The production quality is a hybrid, combining elements of a polished commercial with a raw, authentic aesthetic. The visual motifs include close-up shots of the Smol products and everyday household messes. The pacing is quick, with numerous cuts per minute, mirroring the hectic life of a new parent. # Hooks Spoken: 00:05–00:06 Let smol close a few tabs. Text overlay: 00:05–00:06 Let smol close a few tabs. Visual: 00:05–00:05 A person with tan skin places a tan and green box with "smol" on it on top of a white washing machine. The washing machine has clothes inside. / 00:05–00:06 A person with tan skin places a pink and tan box with "smol" on it into a mailbox. The mailbox is silver, on a wooden door. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the overwhelming mental load and repetitive nature of household chores, especially for new parents. "Your brain as a new parent? 47 tabs open. 6 frozen. Feeding. Cleaning. Washing. Re-stocking. On repeat." # Value propositions - Convenient household cleaning solutions - Simplifies household cleaning routines - Reduces plastic waste - Offers concentrated formulas in minimalist packaging - Automatic delivery of cleaning products # Benefits - Close a few tabs - So you don't have to remember - Fewer tabs. More headspace. # Features - Laundry tabs - Multi-purpose spray - Dishwasher tabs - Delivers everything automatically # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer, showcasing the product and its benefits from a user's point of view. # Storyline - 00:00–00:04 00:00–00:04 The ad starts with a visual of a woman carrying a baby and a bag full of baby items, followed by shots of her cleaning, washing, and restocking household items. This conveys the hectic and repetitive nature of household chores for new parents. - 00:04–00:06 00:04–00:06 The scene transitions to the woman taking out the Smol product, laundry tabs, and putting them in the washing machine and a shot of a delivery of the product to a mailbox, suggesting Smol is the answer. - 00:06–00:14 00:06–00:14 The shot transitions to a montage of all the messes a parent has to clean, and the Smol product that is used to address the messes. This shows how the Smol products help clean up the spills and dishes. - 00:14–00:19 00:14–00:19 The shot transitions to the deliveries of Smol products and then a calm baby in the stroller. This shows that Smol delivers everything automatically so people do not have to remember, and they are able to have more headspace. - 00:19–00:24 00:19–00:24 The ad ends with a flat lay of all the Smol products. It showcases the offer of 9 laundry tabs + 3 other essentials for just £5 (+P&P) with the Smol Essentials Bundle, encouraging viewers to purchase.

# Ad summary This image ad showcases Smols cleaning products, displayed as recently unboxed by a customer. The layout includes boxes of cleaning supplies, a branded t-shirt, and a customer testimonial indicating excitement about using the products. # Brand positioning Smol positions itself as a modern, eco-conscious alternative to traditional cleaning brands, offering concentrated, low-waste laundry and cleaning products. The brand aims to occupy a space in the consumer's mind as a sustainable and convenient choice for everyday home care needs. Smol pushes against the category norms of large, bulky packaging by offering compact, efficient products. The brand's positioning is both functional, focusing on efficiency and eco-friendliness, and emotional, appealing to consumers who value sustainability and ethical consumption. By promoting cruelty-free and less chemically-heavy options, Smol aligns with a lifestyle that prioritizes environmental responsibility and conscious consumerism. # Product The featured products are Smol's eco-friendly cleaning supplies, including laundry detergent and other home cleaning products, packaged in compact, recyclable cardboard boxes. The packaging emphasizes the brand's commitment to sustainability. The products come in tablet form and are designed for efficient and easy use. The compact size of the packaging addresses the purchase barrier of bulky, space-consuming cleaning supplies. The ad highlights that Smol products offer an alternative to traditional, larger brands while maintaining cleaning effectiveness. # Visual style The ad has a clean and casual visual style, resembling user-generated content (UGC) with natural lighting and minimal staging. The shot appears to be taken in a home setting on a neutral carpet, which gives the ad an authentic and approachable feel. The composition is straightforward, focusing on the product display and unboxing experience. The color palette is soft and muted, with the blue and pink product packaging adding subtle pops of color. # Hooks Headline: try today for £9 £5 (+P&P) today # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of bulky, space-consuming cleaning supplies by offering compact, efficient products, highlighted through the visual display of small boxes and concentrated tablets. # Value propositions - Try today for £5 (+P&P) - affordable product trial. - Clean clothes like the big brands - competitive performance from smaller eco-conscious brand. # Benefits - Alternative to traditional, larger brands - Compact packaging addresses the purchase barrier of bulky, space-consuming cleaning supplies - £5 for the trial # Features - Compact cleaning supplies - Eco-friendly cleaning supplies - Concentrated cleaning products # Call to action None used. # Social proof - "Thank you @smolproducts can't wait to use these!" # Point of view - Customer: The testimonial at the bottom, expressing anticipation to use the products, indicates a personal and positive experience. - Brand: The product display, packaging, and t-shirt slogan are all controlled to highlight the brand's value proposition. # Storyline - The image opens with a scene of recently unboxed Smol cleaning products, showcasing the brand's packaging and range of items. This creates a visual introduction to the brand's offerings from the perspective of a customer. This is intended to generate curiosity and excitement around the brand's products, highlighting their compact and eco-friendly packaging. - A testimonial at the bottom of the image states, "Thank you @smolproducts can't wait to use these!" expressing the customer's eagerness and satisfaction with the products. This serves as social proof, indicating that the products are well-received and that the customer is looking forward to using them. The audience experiences this moment from the customer's perspective, emphasizing the positive anticipation associated with the brand. - A blue badge with the offer “try today for £9 £5 (+P&P) today” is layered on top of the product. This incentivizes potential customers to try the product now by highlighting the low-price point, in order to prompt an immediate purchase. - The presence of a t-shirt with the slogan "THEY SAID WE COULDN'T CLEAN CLOTHES LIKE THE BIG BRANDS" communicates the brand's value proposition of competing with larger brands while promoting a smaller, more eco-friendly product, showing the brand's confidence and promise.

# Ad summary This ad promotes Smol laundry capsules as a convenient and effective solution for new mothers. It highlights features such as automatic delivery, super-concentrated formula, plastic-free packaging, and letterbox-friendly delivery, emphasizing ease and environmental consciousness. # Brand positioning Smol is presented as a brand that offers convenient, eco-friendly, and effective household cleaning solutions delivered directly to consumers. It emphasizes simplicity and ease of use, particularly appealing to busy individuals and new parents. The brand differentiates itself by offering compact, plastic-free packaging delivered through letterboxes. Smol aims to occupy the space of a modern, convenient, and sustainable choice, contrasting with traditional bulky and environmentally harmful products from larger competitors. The brand’s positioning is functional (convenience, effectiveness) and emotional (eco-consciousness, simplicity). # Product The featured product is Smol laundry capsules, which are super-concentrated laundry detergent pods designed for effective cleaning at low temperatures (20°). The capsules come in plastic-free packaging and are delivered directly to the consumer through a subscription service, ensuring timely replenishment without the need for remembering to restock. The capsules claim to clean as well as the big brands, even handling baby messes. Key USPs include the super-concentrated formula, plastic-free packaging, convenient letterbox delivery, and automatic arrival when needed. The product is designed for anyone doing laundry, with a specific focus on busy new mothers who value convenience and sustainability. # Visual style The ad features a blend of UGC-style shots and slightly more polished product displays. The editing style includes quick cuts to maintain a fast pace and smooth transitions to highlight different aspects of the product and its benefits. The overall production quality feels like a hybrid, combining the authenticity of user-generated content with the clarity of a commercial. The pacing is relatively quick, with cuts timed to the rhythm of the background music, enhancing the ad's energy and engagement. # Hooks Spoken: 00:03–00:06: Laundry capsules arriving when you need it - no remembering, no re-stocking. Text overlay: Laundry capsules arriving when you need it - no remembering, no re-stocking. Visual: 00:03–00:06: In a brightly lit supermarket aisle, shelves are stocked with various laundry detergents. A person walks by pushing a stroller from the bottom right to the left. Camera POV is low, near the stroller. Text overlay: "Laundry capsules arriving when you need it - no remembering, no re-stocking." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of busy new mothers who find it challenging to keep up with household chores, particularly laundry. The ad highlights the inconvenience of shopping for laundry supplies, especially when already burdened with childcare and other responsibilities. "Laundry made simple - when everything else feels overwhelming." # Value propositions - Convenience and time-saving: "Laundry capsules arriving when you need it - no remembering, no re-stocking." - Effective and efficient cleaning: "Super-concentrated formula - works at 20°" and "Cleans as well as the big brands - even baby mess." - Environmental responsibility: "Plastic-free packaging - lighter for you, better for the planet." - Ease of delivery and handling: "Small enough for letterbox delivery - no heavy lifting." # Benefits - Convenience of automatic delivery - Effective cleaning at low temperatures - Eco-friendly packaging - Easy to handle and store # Features - Laundry capsules arriving when you need it - no remembering, no re-stocking. - Super-concentrated formula - works at 20° - Cleans as well as the big brands - even baby mess. - Plastic-free packaging - lighter for you, better for the planet. - Small enough for letterbox delivery - no heavy lifting. # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer demonstrating and endorsing the product. # Storyline - 00:00–00:02 The ad begins by illustrating the busy life of a new mother as she makes the bed with a baby carrier. - 00:02–00:03 The new mother is seen juggling multiple items while holding the baby, emphasizing the hectic nature of her routine. - 00:03–00:06 The ad transitions to show shelves stocked with traditional laundry products in a store, highlighting the inconvenience of shopping for them. The narrator introduces the benefit of Smol, stating that the capsules arrive 'when you need it – no remembering, no re-stocking'. - 00:06–00:10 The viewer is then shown a hand placing a Smol laundry capsule into a washing machine, showcasing the convenience of the product. The text overlay explains that the formula is super-concentrated and works at 20°. - 00:10–00:13 The ad shows the same woman hanging up clean laundry, reinforcing the product's effectiveness. The text overlay states that Smol 'cleans as well as the big brands - even baby mess'. - 00:13–00:16 The ad cuts back to someone adding the Smol product to the washing machine, reinforcing ease of use and that it uses plastic free packaging, with the text overlay highlighting the plastic-free packaging being 'lighter for you, better for the planet'. - 00:16–00:19 The ad shows a hand placing a Smol package through a letterbox, emphasizing convenient delivery. The text overlay indicates that it's 'small enough for letterbox delivery - no heavy lifting'. - 00:19–00:22 The new mother is seen hanging the laundry, with a text overlay that reads 'Laundry made simple - when everything else feels overwhelming'. - 00:22–00:26 The ad transitions to various Smol products displayed on a marble countertop with the text overlay 'Get 9 laundry capsules plus 3 other bestsellers for £5 (P+P)', highlighting the value proposition and promoting other products, which include multipurpose spray, dishwasher tablets, and liquid handwash.