one brand sells where you're going

one brand sells where you're going and the other sells when you get there. Both are charging a premium for a simple suitcase. Rimowa for a simple suitcase. The ad library. Here's what the ad library shows you. This is paid breakdown where I compared two brands in a similar niche and their meta ad strategy. Today we're looking at Rimowa versus Away. Away's ad library is very aspirational. They've got destination-led creatives, lifestyle imagery. They're selling a fantasy of a life and the suitcase is simply proof that you live it. Their offer structure uses color launches, limited edition, gifting mechanics. They're running a full funnel campaign. Cold campaign for those that are planning their trips. A warm campaign for those that were considering but now have a reason to buy. And they focus on repeat purchase around accessories and second bags. So the account is built to grow. On the other hand, Rimowa's ad library is very minimal. They focus on campaign-led imagery. Away puts the product at the destination. Rimowa removes the product from the destination completely. They're saying the product is the statement and the statement. They never mention a destination, a lifestyle. And the absence of this context is very deliberate. They're selling a 100 year history that happens to travel with you. They're not trying to reach everyone, but they're trying to reach the person who already knows what Rimowa already means. So Away sells the journey and Rimowa sells the object. Both are valid, but they require two completely different creative angles. Away needs the creative to make the person feel something. Rimowa needs their ad to make them feel something about what they're carrying. The question for any premium brand is which one is your customer actually buying into? The lifestyle or the product? That changes everything about how you do creative or meta. Paid ad breakdown. Follow for more paid ad breakdowns.