How Did A Basic Men’s T-shirt Brand Grew to $250M in 4 Years
One secret: Messaging
It’s hard to sell menswear in 2024 because there are so many BRANDS already. Customer loyalty + habit is not to be taken forgranted.
So how did this brand break that cycle and stand out?
By positioning their product not as apparel but a problem-solving tool.
True Classic propelled into stardom because they never treated apparel like apparel.
That, and their wonderful ads that focused on emotional triggers + humour + great copywriting.
They don’t sell t-shirts or denims. They sell confidence and sex appeal.
In other words, it’s not about apparel but solving a deep-rooted problem. And that problem is self-image.
Initially geared towards dad bods, True Classic tees were tight at the arms and chest while being lose at the belly. This meant the T-shirt gave men the appearance of a better physique.
And this is how True Classic communicated this with an emotion-first appeal in their marketing…
Ad 1
They made ads from a women’s perspective targeting the Sex Appeal emotional trigger, which btw, is one of the strongest.
Because men will be men.
Ad 2
Feeling ripped is a sign of confidence for men.
And if you can look and feel ripped just by switching your t-shirt, that’s much less work that you’d have to do than actually being ripped.
Lesson: Sell painkillers, not vitamins.
Ad 3
Humor is a major element of their messaging which helps elevate the whole tone of voice.
If you also want to kill it with your ad creative strategy and messaging like True Classic, do these three things:
1. Choose 2–3 core emotions and test ads based on them. Not angles or formats or styles.
This is the easiest way to find out what messaging your audience likes.
2. Market to multiple ICPs but every ad creative should be in its own league.
True Classic talks to men, dads and fitness enthusiasts but not at the same time. Follow the rule of one.
3. The simpler your product is, the more unique your messaging can be. True Classic does it through humour.
Liquid Death does it through a cool, heavy metal rock band vibe. You do you.
Find your big messaging idea and chase it until it starts making sense.
Now…
Comment a brand you think has great messaging
and what you like about it.
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