Caitlin Green

Thanks, David.

Thank you, David.

It's good to be here.

Yeah, I mean, that's a good point.

And that's, I think, what made this finding so interesting is that normally you think, you know, marketers are kind of screaming, hey, buy my product, you know, we're the thing for you.

But we actually found by telling people, hey, if you don't like this kind of thing, this isn't a good fit for you.

It made them more interested in the product if it was a fit for them.

And it was actually really effective.

Well, before I answer that question, I want to mention in terms of the UK ad, and there's been a couple ads like that with male deodorant where they say, you know, not for girls and things like that.

And I want to differentiate between something being, let's say, exclusive and maybe being a little harsh.

And I think that's a bad idea.

If you do anything that just turns people off, if it's offensive or any way that you kind of feel a little cringe.

You're losing the concept.

It's more about just being an honest conversational to say, hey, if you like we did a great we did a great study with if you don't like dark coffee, we're not the we're not the coffee for you.

And you're just kind of telling people, hey, if this is what you want, we're for you.

And if you don't, we're not for you.

So it's a little different.

Like it was almost.

We don't want to offend people.

Yeah.