(Paid Media + Conceptual Copywriting)
CHALLENGE
PRO-XL needed a high-impact ad concept for BLOOM XXL, their nutrient solution for flowering phases. While the product delivered visible results, the brand’s messaging lacked the punch and boldness needed to stand out in a highly saturated market of grow products.
STRATEGY
The goal was to own the "growth = size" idea, pushing the XXL concept to its creative limit — with a wink. We created a high-contrast, performance-driven identity combining:
The goal was to own the "growth = size" idea, pushing the XXL concept to its creative limit — with a wink. We created a high-contrast, performance-driven identity combining:
Bold humor with confidence-led messaging
Typography hierarchy that mimics label and branding logic
Visual metaphors: blooming late but blooming BIG
Repeatable hook for performance ads and point-of-sale
EXECUTION
We developed a static ad concept designed for Instagram, Facebook Ads, and retailer inserts. Key copy variants included:
We developed a static ad concept designed for Instagram, Facebook Ads, and retailer inserts. Key copy variants included:
"You don’t need to be the first to BLOOM — just the biggest."
"For late bloomers with big ambitions."
(Tagline): “Results so big, we had to put XXL on the label.”
Visuals featured:
Flame red gradients + high contrast = performance & impact
Minimal clutter, focusing all attention on the product name
XXL as hero word — creating mental repetition with the label
COPYWRITING HIGHLIGHTS
“You don’t need to be the first to BLOOM — just the biggest.”
“For late bloomers with big ambitions.”
“Results so big, we had to put XXL on the label.”