Good morning,
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: ThermoWorks, Goldylost, and MagnaCare. 👋
‍💰 Why This Type of January Messaging Is So Effective
This Oats Overnight Meta ad is a great example of a creative that aligns perfectly with how people are thinking in the New Year.
Why this works:
1. It taps into the goal-setting mentality
The message “A healthy habit you’ll stick with this year” aligns with customer behaviour in January.
At the start of the year, people aren’t looking to indulge, they are looking to achieve their goals by remaining consistent.
This clever framing positions the product as a behavior change, not just a quick breakfast option.
2. It lowers the commitment barrier
Copy like “Never get bored with breakfast again” + “30+ flavors” directly address a common problem.
People want to achieve their New Year’s resolutions in the beginning, but eventually get less motivated, and then quit.
Highlighting that there are 30+ flavors appeals to customers who need variety to stay on track.
3. It balances health with convenience
In Q1, consumers want to be healthier, but they don’t want any friction.
The product visually communicates that it’s a grab-and-go product. It’s pre-portioned, and there is no prep needed.
That makes “being healthy” feel attainable instead of aspirational.
4. Clean, bold creative = low cognitive load
The design is simple, legible, and product-forward.
Customers are bound to see a ton of promotions this month from health and wellness brands, so clarity wins.
You know what it is, who it’s for, and why it matters within seconds.
The takeaway?
January customers are looking to set healthier habits, but can be skeptical about extreme transformations.
Messaging around “sticking with it”, “easy to maintain”, and “fits your routine” often outperforms dramatic before-and-after claims.
Don’t shame or pressure buyers into changing. Position your product in a way that removes any roadblocks so they can feel better about becoming more consistent about bettering themselves.
‍🎧 Why Do Logo Changes Feel Like Personal Betrayals Now?
Avery breaks down why so many brands rush into rebrands when growth stalls, and why backlash is usually a symptom of misdiagnosis, not bad design.
Using Cracker Barrel and Tree Hut as case studies, she explains how brands confuse relevance problems with branding problems, and why internet outrage often has more to do with identity and engagement than logos or fonts.
Instead of chasing visual refreshes, Avery argues brands should focus on segmentation, audience shifts, and strategy before touching their brand at all.
What we cover:
▶️ Watch the full episode on YouTube.
🎧 Or listen here on Spotify.
Q5 (also known as the post-Christmas reset period) is one of the most underutilized growth windows.
Joe Marston explains that smart brands avoid overly seasonal messaging and instead focus into these types of creatives.
Done right, Q5 isn’t a short-term play. It’s a foundation for stronger acquisition heading into the year.
‍📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
Please note that items in this newsletter marked with * contain sponsored content.
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