6 CPG Funnels: How We Study Ads, Landers & Offers

Operators · Nov 2, 2026 · 1h 7m

“It’s very easy to scrape an ad library, pull out concepts and then literally just duplicate the ad. That’s just a race to the bottom.”

How do you learn from other brands without copying them?

Matt Bertulli (Founder, Pela Case & Lomi) and Cody Plofker (Advisor & fmr. CEO, Jones Road Beauty) share their screens to walk through six consumables brands they’re learning from while building Winks. Each picked three, plus one bonus from outside DTC.

1. Nutrition Geeks: UK single-ingredient

2. Norse Organics: Natural acne care

3. Elavate: UK collagen for women

4. MarsMen: Testosterone support

5…