Advertising
Chuckle: a launch campaign that made parents laugh
Chuckle makes silicone teething toys with genuine comic timing — but their launch ads read like assembly instructions. I rebuilt the campaign around one truth from customer interviews: exhausted parents buy relief with a smile.
- Client
- Chuckle Baby Goods
- Deliverables
- Ad angles, headlines, launch emails
- Timeline
- Five weeks, spring launch
Teething toys for the Trenches
The challenge
Chuckle's founders had a product parents loved in testing and ads nobody remembered. The existing copy led with materials and safety certifications — important, but invisible next to competitors saying the same things. Click-through was flat and the launch list was stalling.
The approach
I interviewed fourteen parents and found the buying moment: 3 a.m., baby crying, phone in hand. We rebuilt every ad around that scene — humour first, reassurance woven in, one clear next step. Safety credentials moved from headline to proof points.
What the engagement included
- Voice research — fourteen buyer interviews distilled into a messaging sheet the founders still use.
- Three campaign angles — tested concepts with headlines, hooks and visual direction for each.
- Launch email sequence — seven emails from waitlist warm-up to last-call, written to sound like a funny friend.
- Ad headline bank — forty headlines grouped by angle, so the team never stares at a blank brief.
The outcome
The first production run sold out during launch week, and the waitlist emails outperformed every ad the founders had run before. Chuckle still writes from the headline bank two years on — the truest test of campaign copy.
“Eleanor made our product sound like the parents already knew it. Launch week felt like a party we'd been planning for months.”
More work
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