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Good Morning,
Today’s issue starts with a question: why would a water brand make a $75 diaper?
There is a useful answer for any founder trying to get attention without making every ad another product pitch.
Today: We unpack Liquid Death’s strangest product, build a sharper holiday video test, and catch the commerce changes worth acting on.
Presented by Gladly
A Single Typo Shouldn’t Cost You a Sale
A shopper types “running shos” and gets nothing back. Another types “red waterprof trail runners under $150” and hits the same wall. Both knew what they wanted.
Traditional site search relies on exact keyword matching, leaving shoppers stranded at “0 results found” screens.
Gladly understands what shoppers mean, typos and all. Instead of a dead end, they get products that fit what they asked for and a conversation that keeps them shopping.
While You Were Building
In the Headlines
Shopify puts store credit in the account header. Customers can see the balance across account pages; new buyers also see personalized product suggestions. Check how that credit appears before your holiday retention push.
Returns and cancellations can now vary by market. If you sell internationally, review each market’s self-serve rules before the order spike.
Google adds more holiday creative tools. Its November release covers in-platform campaign translation, product imagery and video creation. Review every claim and translated offer before launch.
TikTok Shop UK starts Black Friday LIVE shopping today. The window runs through November 30. If LIVE is on your plan, make the product demo and offer easy for a host to explain.
Shop opens to more Shopify stores. Stores that do not use Shopify Payments may now qualify. Check eligibility if Shop has been unavailable to you.
On Socials
1/ Make more BFCM creative from footage you already own. Janae LeVander shows how to reactivate proven UGC and cut it into new concepts before asking for another shoot.
2/ Check the page after the click. Yarden Khoushy argues that every major ad angle should have a deliberate destination. A new creative cannot rescue a page that drops the conversation.
Today’s Deep Dive
Why did a water brand make a $75 diaper?
Liquid Death sells drinks. It also sold a spiked, pleather Pit Diaper with Depend for concertgoers who did not want to leave the mosh pit.
The joke lands in a second. That is the point.
The campaign gives people a story to pass along before asking them to buy a drink.
The stunt has a job
The campaign has its own commercial and a sold-out listing. Then, on the same page, Liquid Death links to its water, sparkling drinks and iced tea.
The odd product creates the conversation. The page brings that conversation back to the cans.
The product is one click away from the joke.
It is a system, not one lucky stunt
Liquid Death even has a Timewaster 5000 home for its entertainment. Founder Mike Cessario has described the company as an entertainment business that earns money through beverages. Read his account.
The brand gives its entertainment a place of its own.
What to copy
Find an audience moment your product naturally lives in.
Make three small ideas people would share even without a “Shop now” button.
Give each idea an obvious path back to the product.
The best brand story travels on its own, then leads people somewhere useful.
The How-To
Test two holiday hooks without shooting two new ads
Before you commission another batch of BFCM videos, make a cleaner test from footage you already own.
Pick one proven product video. Keep the demonstration, offer and ending fixed.
Cut two openings, each under three seconds. One starts with the problem. The other starts with the result. Change the first visual and line together.
Run both against the same audience and destination. Give them the same budget and window. Compare qualified visits and purchases, not views alone.
Keep the winner and make the next pair. Test a different customer objection, not a different font.
Google’s own holiday creative guidance recommends testing two opening visual hooks in the first three seconds. This version makes the lesson useful even with a small content library.
Change one reason to stop scrolling. Keep the rest of the argument stable.
Daily Growth Rep
💬 Read the questions under your biggest ad
Why this works
Repeated questions reveal what the creative or page failed to explain.
Fixing that gap can help the next click arrive with less doubt.
Your rep
Open the comments on your three highest-spend Meta ads from the last seven days.
Tally repeated questions about shipping, sizing, sale eligibility or how the product works.
Answer the most common one in the ad, landing page or FAQ before you raise spend.
Report: One recurring question, where you answered it, and whether the question drops next week.
Make the next ad clearer before making more ads.
In Case You Missed It
Yesterday we showed the number Meta leaves out of a BFCM report: what a promotion actually leaves after costs. Read it before calling a high-ROAS offer a winner.
See you Monday
What is one story your customers would share even before they are ready to buy?