🍴IWITOT Vol. 10: A Bright Idea🕯️

Toxin-Free Candles

Author

Maria Marchewka
October 10, 2024

In IWITOT Vol. 3, I talked about my obsession with reducing the amount of toxins in my house.

I’m still on a kick, and the Instagram algorithm knows that.

This week, it served me a Branch Basics ad for their brand-new toxin-free candles.

I’m already a Brand Basics lover, so it’s no shock this ad caught my attention.

But I’m not showing favoritism; I actually liked the ad!

I took a bad screenshot. Sorry for the Shop Now button on the picture!

3 Reasons I Liked This Ad

  1. I’m a sucker for alliteration. “From Hive to Home a Healthier Burn” just rolls off your tongue, doesn’t it? Alliteration creates a rhythm that keeps people’s attention. Plus, in this case, it illuminated the main message of this ad — beeswax candles.

  2. The picture's simplicity was refreshing. The lighting and neutral colors caught my attention, and it was a nice palate cleanser for the eyes from an overstimulating timeline.

  3. I like how they laid out the call-out text about the beeswax. The minimalist vibes pull your attention to read from start to finish. It was a good length, too. It said just enough to give you the gist. They gave more of an explanation for the product in their caption.

My Two Cents

Now, I’d be remiss not to mention where the ad missed the mark.

A little cluttered

I wish they had fully focused on their new candle.

The scroll of their products at the bottom takes away from the main message.

And, let’s be honest, that guy feels misplaced.

I clicked on his picture on this ad and another one, and both times I was sent to a 404 page.

Maybe it was a means of getting people’s attention and getting them to their website.

If so, it worked!

Confusing Copy

Finally, I had to reread the call-out text on the candle a few times. I get what they’re saying, but it feels disjointed.

Here’s what I came up with:

100% beeswax candles. Brilliant glow with zero toxic fumes. 

IWITOT Recap