Den Sidste Flaske

AI made it possible to produce paid social at real speed. Speed without a system had a cost: every ad looked a little different. Bottles competed with busy backgrounds, prices and calls to action moved around, and the brand was hard to recognise in a fast scroll.

Den Sidste Flaske was paying for impressions that people didn’t connect back to the brand.

I kept AI in the workflow and put a design system around it, built on six principles. The product is always the hero. One clear message per ad. Consistent typography and call to action. Food supports the occasion. Modern, minimal and premium. AI supports the workflow, it doesn’t lead it.

Then I fixed the reading path every ad follows: headline, product, price, lifestyle, social proof, call to action. Each element has one job and hands off to the next.

I compared the current direction with the system across eight criteria, in an exploratory review that combined design review, AI-assisted analysis and stakeholder feedback. The system scored higher on every one, with the biggest gains in brand consistency and recognition. Because those scores are directional, my recommendation was an A/B test with identical targeting and budget, measured on CTR, CPA and conversion rate.

A proposal deck for leadership with before-and-after comparisons, and the system at work across wines, markets and formats: Boccantino, Oriza, 3 Generazioni, Colli Berici and Rosébobler for Denmark, plus German-language versions for a new market. Feed, square and story sizes all come from one layout.