15 August 2026 · Copy for the new August creative, built from what has actually performed in the account.
The folder you sent covers five different products, so this is grouped the same way. Each group gets five primaries and five headlines. Every ad in that group carries all ten and Meta rotates them automatically, matching the message to the person, so the creative stays the only real variable between ads.
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Cold audiences. The scent is the account best seller, the campaign is not working yet.
Sends to pottcandles.com (homepage, matching the 26 existing Seasalt ads)
Every asset in this group sells the scent: beaches, "smells like holiday", "smells like the sea". The account data says a scent-poetry opener is the single most reliable way to lose money here, at 0.90x on the most spend in the old Ocean campaign, while refill and anti-disposable openers ran 4.40x, 3.31x and 2.79x. So the creative carries the scent and the copy carries the value. Scent language appears in every primary but never in the first line, and where possible it is lifted from what customers and the founder actually say on camera rather than written fresh.
Primary Text
P1 · Anti-disposable Edited
You should not have to bin something beautiful every time the wax runs out.
So we made one you do not.
The Pott is hand-thrown by a UK potter and it stays in your home.
When the scent is spent it lifts out clean, and the next refill drops in.
Start with Seasalt.
Fresh without smelling soapy, clean without feeling cold.
P2 · Category reframe, short Edited
Same Pott, different scent.
It is how candles should have worked all along.
Most people start with Seasalt.
It is our best-selling scent, and nothing like the sharp ocean breeze candles you have smelled before.
P3 · Problem-led founder Edited
You spend more than you would like on candles.
The empties pile up.
And the jars were never that nice to begin with.
A Pott fixes all three.
Refills cost less than a new candle, the Pott stays in your home for good, and every one is hand-thrown in the UK.
Seasalt is the one to start with.
Ask anyone who has tried it.
P4 · The season ends, the Pott does not Edited
Everything else you bring home from summer ends up in a drawer.
The Pott does not.
Seasalt is the scent people describe as a walk on the seaside.
Amber and driftwood with rose water through the middle.
It sits in hand-thrown stoneware you keep for good, and when the scent runs out the next refill drops straight in.
Which is why it is still going in February, and the February after that.
P5 · Social proof and scarcity Edited
★★★★★ "Best scent I have ever tried!"
Seasalt has sold out four years running.
Amber and driftwood with rose water through the middle, poured in natural wax inside a hand-thrown Pott you refill forever.
If you have been waiting for a sign to try it, this is it.
Headlines
H1Refillable Candle Starter PackEdited
Verbatim winner, 2.38x. Plain beats clever in this account.
H2One Pott. Endless Refills.Edited
Volume workhorse, 1.32x on £643.
H3Our Best-Selling Scent. Refillable.Edited
Best-seller proof plus the category, in five words.
H4Fills the Room. Not the Landfill.Edited
CTR 4.76 on small spend. Scale test.
H5Sold Out Four Years RunningEdited
Proven on Ad 70. Re-confirm the claim for 2026 before this runs.
Craft & Refill2 assets · pottery wheel, maker with the wax
Cold, broad. The only genuinely untested idea in the batch.
Sends to pottcandles.com/collections/all
Anti-disposable is the number one hook in this account by a distance, but it has only ever run as copy sitting on top of scent creative. Nobody has tested whether craft and refill led creative, with no scent attached at all, can bring in a cold customer on its own. If it works you get an evergreen creative line that does not expire with a season, which is the one thing every scent campaign here lacks. Copy stays scent-agnostic on purpose so the test stays clean.
Primary Text
P1 · Anti-disposable, pure Edited
Every candle you have ever bought ended up in a bin.
This one does not.
The Pott is thrown by hand on a wheel in the UK, then stamped and fired.
You buy it once.
After that you buy refills, and the pottery stays.
Pick the scent.
Keep the Pott.
P2 · Craft-led Edited
That is not a factory line.
That is one potter, one wheel, and a few minutes per Pott.
Which is why no two are quite the same, and why people leave them out on show instead of in a cupboard.
The candle inside is natural wax.
When it is spent, a refill drops straight in.
P3 · The maths Edited
A candle you throw away costs you the jar every single time.
A Pott costs you the pottery once.
Hand-thrown in the UK, refilled with natural wax for years.
The scent changes whenever you want it to.
The Pott does not.
P4 · The value ladder Edited
Three ways to buy a candle here, and only the first one is a thing you do once.
Buy the Pott.
Hand-thrown in the UK, yours for good.
Then refills, which cost less than a new candle.
Or subscribe, which is the cheapest way to do it and means you never run out.
P5 · Wry category swipe Edited
The garden centre sells candles.
So does the supermarket, the airport, and about nine hundred websites.
None of them sell you one you keep.
Hand-thrown stoneware from a UK pottery, refilled with natural wax for as long as you want it.
Headlines
H1Keep the Pott. Refill the Scent.Edited
Proven verbatim. The clearest statement of the model.
H2Fills the Room. Not the Landfill.Edited
CTR 4.76.
H3One Pott. Endless Refills.Edited
Volume workhorse, 1.32x.
H4Hand-Thrown in the UK. Refillable Forever.Edited
New. Craft plus model in one line, matched to the wheel footage.
H5Refillable Candle Starter PackEdited
Verbatim winner, 2.38x.
Cook1 asset · 28s kitchen demo, three reasons
Cold. Slots into the live Cook campaign, running 1.91x.
Sends to pottcandles.com/collections/cook-candles
Cook is the one Pott scent with a functional job as well as a smell, and the kitchen problem angle is proven here at 1.77x. Two things to know. Sage is the colour of the Pott, not the scent, so no copy calls Cook a sage candle. And the site makes the odour claim in hedged form, "helps neutralise lingering food odours", while the supplied video says it "actually works to get rid of" them. Every primary below uses the site wording, because that is the version with the qualifier that keeps it defensible.
Primary Text
P1 · Problem-led kitchen Edited
Cook with garlic and onion and you can still smell it at bedtime.
Cook is cool mint with crisp herbal notes, made for the one room most candles are too sweet for.
It helps clear lingering food smells rather than laying vanilla over the top of them.
It sits in a hand-thrown Pott that stays on the worktop.
When the wax is spent, a refill drops in.
P2 · Three reasons Edited
Three reasons the Cook candle lives on our worktop and not in a cupboard.
It is cool mint and crisp herbs, so it is fresh rather than sweet.
It is hand-thrown pottery, so it looks right in a kitchen.
And it is refillable, so when it runs low you replace the wax and keep the Pott.
P3 · Anti-disposable, kitchen framing Edited
Kitchens get through candles faster than any other room.
Which is exactly why the throwaway ones make the least sense there.
A Pott is thrown by hand in the UK and stays put.
Cook drops into it, cool mint over crisp herbal notes, and when it is spent the next refill drops in after it.
Fresh kitchen.
Nothing in the bin.
P4 · The ten minutes after dinner Edited
The washing up is done, the windows are open, and the kitchen still smells like dinner.
Cook is the candle for that ten minutes.
Cool mint and crisp herbs, fresh without taking over the room, which is the hard part in a kitchen.
Hand-thrown Pott, refilled rather than replaced.
P5 · Category reframe Edited
Same Pott, different scent.
Cook is the one that earns its place in a kitchen.
Cool mint with crisp herbal notes, made to help clear cooking smells instead of masking them.
The Pott is thrown by hand in the UK and it is yours for good.
You just keep refilling it.
Cold. Slots into the biggest campaign in the account, £488/day at 1.98x.
Sends to pottcandles.com/collections/tomato-vine-refillable-candle
Collab and provenance is the second strongest angle in the whole account and by some margin the strongest for this scent: the Isle of Wight lines ran 5.1x to 5.5x and the Multi-Coloured Tomato Pott headline hit 8.26x. Named things beat described things here by roughly two to one, so four of these five name the grower, the valley or the years. The lid-stamping video earns its own primary because the thing being stamped is the collab mark, which is the provenance proof in visual form.
Primary Text
P1 · Collab and provenance Edited
Pott x Isle of Wight Tomatoes.
Hand-picked in the Arreton Valley for fifteen years, and now the scent of them lives in a candle.
Tomato Vine is green leaf and warm vine.
A greenhouse in August, not a bowl of tomatoes.
The Pott is thrown by hand in the UK.
The scent is the part you replace.
P2 · Expectation-setting Edited
If you have never smelled a tomato candle, this is exactly what you are hoping for.
Green leaves, warm vine, sunshine on glass.
Herbal and fresh rather than sweet or savoury.
It comes in the Squashed Tomato Splatter Pott, hand-thrown and splattered by a UK potter, so no two are the same.
Buy the Pott once.
Refill it for years.
P3 · Anti-disposable Edited
You should not have to throw away a piece of pottery because the wax ran out.
So you do not.
The Pott stays, the refill drops in, and the only thing that changes is the scent.
Start with Tomato Vine, made with Isle of Wight Tomatoes.
Green, herbal, and a lot more summer greenhouse than you would expect.
P4 · Stamped by hand Edited
Every lid gets stamped by hand.
Pott and Isle of Wight Tomatoes, one at a time.
That is roughly how the whole thing is made.
Thrown on a wheel, stamped, fired and glazed by a person rather than a machine.
The candle inside is natural wax and Tomato Vine, green leaf and warm summer vine.
When it is spent, you refill it and keep the Pott.
P5 · Category reframe and social Edited
Same Pott, different scent.
Tomato Vine is the one nobody expects to love.
Green tomato leaf and warm vine, made with Isle of Wight Tomatoes from the Arreton Valley.
Hand-thrown pottery you keep, natural wax you refill, and a scent people ask about the moment they walk in.
Headlines
H1Pott x Isle of Wight Tomatoes.Edited
Verbatim winner, 5.1x to 5.5x.
H2Tomato Vine. Refillable Pott.Edited
Proven verbatim.
H3Multi-Coloured Tomato Pott.Edited
Highest-ROAS headline in the account, 8.26x. Matches the splatter static.
H4The Scent of a Summer Greenhouse.Edited
New. Named and specific, which is the pattern that wins here.
H5One Pott. Endless Refills.Edited
Volume workhorse, 1.32x.
Orangery1 asset · 21s founder-voice explainer
Cold. Slots into the newest campaign, live since 3 Aug at 1.50x.
Sends to pottcandles.com/collections/the-orangery-collection
Orangery is the weakest of the live scent campaigns and this is the only founder-voice asset it has. The July round established the framing that works for it: scent language sells when it is framed as performance, as in what other candles get wrong, and loses when it is framed as poetry. The founder VO in this video confirms the notes are orange blossom, cedarwood and rosemary, and gives us the objection in the brand's own words, which is that most orange candles smell artificial.
Primary Text
P1 · Scent as performance Edited
Most orange candles smell like orange squash.
Orangery does not.
Fresh orange and orange blossom open it, rosemary and basil come through underneath, and cedarwood holds it steady for hours.
Bright without being sharp.
Warm without being heavy.
Hand-thrown Speckle Pott, natural wax, refilled rather than replaced.
P2 · Founder-led Edited
We spent a long time getting this one to smell like actual oranges.
Not orange sweets.
Not the artificial citrus you get in a plug-in.
Orange blossom with cedarwood and rosemary behind it, so it stays bright without turning into hand soap.
It lives in a hand-thrown Speckle Pott.
When it runs low, a refill drops in and the Pott stays put.
P3 · Room-led kitchen Edited
Some scents belong in a kitchen.
This is one of them.
Orangery is orange blossom over rosemary, basil and cedarwood.
Herby, citrus, a little savoury.
A Mediterranean kitchen with the back door open.
Hand-thrown in the UK, made to sit on a worktop for years.
When it runs low you refill it.
The Pott never moves.
P4 · Anti-disposable mechanism Edited
Most candles end up in the bin.
Not just the wax, the whole jar.
A Pott does not.
It is thrown on a wheel by a UK potter and it stays in your home.
When Orangery runs low you lift the old wax out clean and drop the next refill straight in.
Takes a minute.
Same Pott.
New scent.
Nothing thrown away.
P5 · Uplift Edited
Bright, zesty, and it lifts a room the moment you light it.
Orange blossom, cedarwood and rosemary.
Fresh and uplifting rather than sweet, which is rarer in a citrus candle than it should be.
One Pott, thrown by hand in the UK, refilled for as long as you want it.
Headlines
H1Orange Blossom, Cedarwood, Rosemary.Edited
Names the notes. Named beats generic by roughly 2x here.
H2Orangery. Refillable Pott.Edited
Matches the proven "Tomato Vine. Refillable Pott." construction.
H3Not Orange Sweets. Actual Oranges.Edited
New. The founder's own objection, straight off the video.