How We Made MrBeast’s Chocolate Bar Feel Like a New Product (Without Actually Launching One)

Hey it’s Max from The Inbox Newsletter.

Most brands treat non-sale emails like filler content that isn’t meant to make sales…

Drop that mindset.

I’m going to show you how we flipped that on its head by turning a simple peanut butter bar into a launch-worthy event.

All while staying 100% on-brand for one of the most followed people on the internet: MrBeast.

Let’s break down exactly how we did it 👇

(Mr. Beast isn’t a real client lol just made this email as a mock-up)

Key Takeaways:

• Use novelty psychology to breathe new life into existing SKUs.

• Ethical storytelling drives feel-good conversions.

• Design matters… playfulness + brand identity = trust + clicks.

• Use bridge sections to blend brand values into non-discount emails.

• Treat every campaign like a micro product launch.

The Strategy: Make Something Old Feel New

With non-discount emails, we need to find a way to tickle someone’s buying part of their brand.

Even if you have a past product that you want to make an email about, we can give that existing product new life.

For this email example, we leaned into novelty psychology: subtly framing the Peanut Butter Bar as something totally fresh.

Here’s how:

• Voice-first headline: “Peanut Butter That Slaps.” Pure MrBeast energy.

• Set the stage: “You’ve had chocolate. You’ve had peanut butter. But never like this.”

• Lean on contrast: “This isn’t your average gas station candy.”

Takeaway for your brand: Reframe familiarity. Newness isn’t just about product… it's about presentation.

Emotional Leverage: Brand Mission As Selling Point

The “Taking Down Big Chocolate” bridge section brought the why behind the product to the forefront.

This is another psychological trigger, making the customer pick a side when we are clearly the right side. This is called enemy marketing.

We stacked:

• Rainforest Alliance certified cacao

• Regenerative agriculture

• Sustainable packaging

• Fair pay + ethical sourcing

This turns a chocolate bar into a vote against Big Chocolate and your purchase into a small rebellion.

Killer ridge sections are essential for non-discount campaigns. They let you educate and convert.

The Design: Playful, Depth-Driven, On-Brand

We matched Feastables' brand DNA down to the pixel:

• Blue-striped backgrounds, orange PB pops, clouds, and candy rainbows

• Layered hero section with 3D graphics + CTA early and often

• Infographic-style bridge section for easy digestibility

All images were sliced JPGs, compressed for load speed, and clickable to specific PDPs.

Final Thoughts: A “Mini Launch” Mindset

This wasn’t a product drop but it felt like one.

We treated it like a launch, designed it like a statement, and backed it with brand values and social proof.

Next time you’re “just sending an email,” ask: How can I make this feel like a launch?

If you want to watch me actually write and design this email in full, I posted a YouTube video yesterday going through it all.

Watch me create this email from scratch »

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

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