The Small Wins

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Cadbury – “The Small Wins” (2025 Global Campaign)

Cadbury’s “The Small Wins” is built around moments that usually go unnoticed. The ad shows tiny victories: a student finally understanding a concept, a delivery rider finishing the last drop in the rain, a kid tying their shoes alone for the first time. Each moment ends the same way. A pause. A smile. A square of chocolate broken and shared. The line appears softly at the end: “Not every win needs a trophy.”

Key marketing lessons
• Reframe celebration: Cadbury shifts reward from big achievements to everyday progress, making the brand feel emotionally generous.
• Emotion over occasion: Chocolate is positioned as a response to feeling, not an event or holiday.
• Universality drives scale: Everyone recognises small wins, which makes the idea travel easily across markets.
• Product as punctuation: The chocolate appears as a closing beat, not the centre of the story.
• Warmth as brand equity: The tone reinforces Cadbury’s long-standing role as a symbol of comfort and kindness.

A reminder that brands grow when they celebrate life as it really happens, not only when something extraordinary occurs.

Latest Trends and News

Google Expands AI Search Ads to Mid-Funnel Queries
Google is testing AI-generated ad placements for broader, exploratory searches. Brands are starting to see paid visibility earlier in the user journey, not just at high-intent moments.

Meta Tests Automatic Creative Refresh Cycles
Meta is piloting a system that refreshes ad creatives automatically after performance decay is detected. The goal is to reduce creative fatigue without constant manual updates.

Zara Pushes Store Traffic via App-First Campaigns
Zara is experimenting with campaigns announced first through its app, then amplified in stores. The strategy prioritises owned channels and turns the app into a primary marketing touchpoint.

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Weekly Tip

Let the Insight Do the Work

You don’t need to push an idea when it’s strong. Let the insight carry the message.

• State the idea clearly and confidently
• Avoid over-selling or over-qualifying it
• Trust the reader to draw the conclusion

Strong insights persuade quietly—and often more effectively.

Weekly Challenge

Beginner Lens Post

This week, teach something from the simplest possible angle:

• Pick a topic you usually explain in depth
• Rewrite it as if your audience has zero prior knowledge
• Remove jargon and assumptions
• End with one small action they can take today

Teaching from a beginner lens expands your reach and forces clarity in your thinking.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.