SUPERIOR

Before Butcherbird, Superior was a few hundred reps going door to door, WhatsApp message by WhatsApp message. Great product — French oils, ISO 22716 certified. Linear growth. One conversation, one agent, one sale at a time. With a ceiling built into the model.

We rebranded it first. New visual identity. New positioning. Creative that made a R70 fragrance feel like it belonged next to the designers it was inspired by. The product always had the quality — the brand now matched it.

Then we built two machines simultaneously.

Then we built two machines simultaneously.

Machine 1: Agent recruitment. "Buy for R35, sell for R70 — 100% profit on every bottle." Simple, direct, mathematically undeniable. Static ads outperformed video every time. The math did the selling. Dozens of angles tested weekly — winners scaled, losers cut. "Stop Working for a Boss" hit 4.78× ROAS. "Superior Side Hustle" hit 4.30× ROAS with 78 purchases on a single ad.

Machine 2: Direct to consumer. Running in parallel. Buy 2 Get 1 Free. Designer comparison ads. Two audiences, two campaigns, one brand growing from both ends at once.

From hundreds of reps to a national network. 100,000+ units per month. 4,000+ active agents. Distribution across South Africa, with Zimbabwe, Mozambique, Lesotho, Eswatini, and Namibia already underway.

Superior is proof that the biggest growth lever isn't always paid acquisition. Sometimes it's building the right distribution model — and then running performance media on top of it.