SPEC / CONCEPT WORKDTC · COOKWARE · BUY-IT-FOR-LIFE
HexClad
Break the scratched-pan replacement cycle with one lifetime-warrantied hybrid pan — sold on the hexagon mechanism, an owner-not-endorser named Gordon Ramsay, and receipt-style math.
3 ad comps
2 Klaviyo emails
1 strategy write-up
01 — THE BRIEF
The buyer
The home cook on their seventh $40 nonstick pan, warping in the cabinet right now. They’ve accepted the buy-baby-toss-repeat cycle as normal and don’t yet believe one pan can sear like stainless and clean like nonstick.
The job
Name the cycle so they feel it, prove the hybrid mechanism is real engineering (not a coating gimmick), borrow authority from an owner rather than a paid face, and make the lifetime warranty reframe price as a one-time decision.
Three angles
02 — THE STRATEGY
ANGLE 01 · BUY-IT-FOR-LIFE
The pan graveyard
Problem-agitate-solve on the endless cycle of scratched nonstick. One lifetime-warrantied pan ends it — the next pan you buy can be the last pan you buy.
ANGLE 02 · AUTHORITY
Skin in the game
Ramsay didn’t take a paycheck to hold the pan — he bought a piece of the company. An equity stake is a bet, not a rental, and 50,000+ reviews back it.
ANGLE 03 · MECHANISM
The hexagon secret
A curiosity pattern-interrupt: laser-etched steel peaks sear, recessed nonstick valleys release. Two surfaces, one pan — the whole secret in one macro shot.
The work — ads
03 — FACEBOOK / IG
H
HexClad
Sponsored
You’ve already thrown out six nonstick pans. Number seven is warping in your cabinet right now. HexClad ends the cycle: laser-etched stainless hexagons handle the sear, recessed nonstick handles the eggs, and the whole thing is warrantied for life. Not 10 years. Life. The next pan you buy can be the last pan you buy.
hexclad.com
The last pan you’ll ever buy
Shop the set
Comp 1/3 · problem-agitate-solve · 1:1 feed
H
HexClad
Sponsored
Gordon Ramsay didn’t take a paycheck to hold this pan. He bought a piece of the company. That’s the difference between an endorsement and an equity stake — one is rented, the other is a bet. 50,000+ five-star reviews later, the bet is paying off: stainless-level sear, eggs that slide clean, dishwasher-safe, metal-utensil-proof, warrantied for life.
hexclad.com
The pan Gordon Ramsay part-owns
Learn more
Comp 2/3 · celebrity-equity authority · 1:1 feed
H
HexClad
Sponsored
Zoom in. The hexagons aren’t decoration. Each is laser-etched stainless, raised a hair above the nonstick valleys below. The steel peaks sear your steak like a restaurant pan; the valleys let eggs slide out like they were never there. That’s the entire secret — two surfaces, one pan. Oven-safe to 900°F, and backed for life.
hexclad.com
The secret is in the hexagons
See how it works
Comp 3/3 · curiosity pattern-interrupt · 1:1 feed
The work — emails
04 — KLAVIYO PROMO + CART FLOW
EMAIL 01 · PROMO — JULY ANNIVERSARY SALE
Subject
It’s our anniversary. You get the gifts.
Preview: Once a year, the whole site goes on sale — and the bundles always sell through first.
Note: the price moves, the product doesn’t — a 2×2 benefits grid keeps the sale from cheapening the brand.
EMAIL 02 · ABANDONED CART, +4H
Subject
The 54-cents-a-dinner cookware set
Preview: Your set is saved. We also ran the numbers — dinner works out to pocket change.
Note: the receipt-style ‘54-cent dinner’ reframes a $699 set as pocket change per meal and answers the three biggest objections inline.
05 — WHY IT CONVERTS
01
Name the cycle, sell the exit. ‘Stop buying the same pan twice’ makes the buyer feel the six pans they already tossed — the lifetime warranty is the obvious way out.
02
Ownership out-proves endorsement. ‘He didn’t endorse it, he bought in’ turns a celebrity into a credibility signal that a paid testimonial can’t buy.
03
Mechanism kills the gimmick doubt. Explaining the hexagon peaks-and-valleys makes ‘sear AND nonstick’ believable instead of sounding too good to be true.
04
Per-dinner math shrinks the price. $699 feels like a lot; 54 cents a dinner over five years feels like nothing — and the warranty removes the risk of doing the math.