Key takeaways
- Format: On-model product shot with a single feature callout
- Best for: Modular products and backpacks with a key feature
- Hook: 'Your new favorite' plus a 2-in-1 promise
- Reuse it: Test the same headline with one callout versus inset photos
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Side profile view
The side angle shows the pack's depth, pockets and capacity clearly.
- 02
Single callout
Pointing only to the zip-off part keeps the 2-in-1 message focused.
- 03
Tonal palette
Olive on olive feels calm and premium and makes the white headline pop.
- 04
Useful details
The bottle and carabiner show the pack is ready for real adventures.
Full creative breakdown
Who this ad targets
Backpackers and long-trip travellers aged 25–45 who need a large pack but want a smaller bag for day hikes and city exploring once they arrive. The ad also speaks to values-driven buyers: Cotopaxi is a Certified B Corp that funds poverty relief, which helps it stand out against bigger outdoor brands. It suits warm audiences, site retargeting and lookalikes built from adventure travel, hiking and sustainable shopping interests.
Copywriting analysis
The copy is the same as the lifestyle version, which makes this a clean creative test. The eyebrow 'Allpa 50L Travel Pack' gives the precise product name and capacity. 'Meet Your New Favorite 2-In-1 Travel Pack' is friendly and confident, positioning the pack as an upgrade over what the viewer has now. The only extra line is the callout 'Zip-Off Attachment', which explains how the 2-in-1 works in three words. The copy is fully benefit-focused and avoids specs like dimensions, leaving those for the product page.
Visual design
The model is placed right of centre in profile, with the pack taking up most of the lower frame. A flat olive background matches the pack for a cohesive look. A yellow monospaced eyebrow and bold white headline sit at the top, well inside the safe zone. A small white callout with a hand-drawn arrow adds an informal, editorial touch. Blue and orange zips add color accents.
How to adapt this template for your brand
- Swap in a clean cutout of your own product and keep it as the single visual focus.
- Pick the three or four features buyers ask about most and write each as a two-to-four word label.
- Place the labels around the product with thin leader lines pointing at the exact spot each feature lives.
- Put the product name or a short benefit headline at the top in a bold sans-serif.
- Use one solid brand color for the background and keep the logo small at the top or bottom.
Tips for outdoor gear ads on Meta
Built in 9:16, this Allpa 50L Travel Pack creative is native to Instagram and Facebook Stories and Reels. Keep headlines and logos out of the top 14% and bottom 20% so the profile bar and CTA button do not cover them. For Feed placements, crop a 4:5 version that keeps the product and headline centred. On Google Demand Gen and YouTube Shorts the vertical format also works, but upload a 1:1 and 1.91:1 crop as well. Pair it with a short primary text and a Shop Now button.
About this creative
This vertical Cotopaxi ad shows a bearded man in a maroon shirt in side profile, looking off to the right while wearing the olive-green Allpa 50L Travel Pack. The pack fills the lower half of the frame, showing its bright blue and orange zips, a white llama logo, a side pocket holding a navy water bottle and a carabiner clipped to the strap. The background is a flat olive green that matches the pack, creating a calm, tonal look. At the top, the white logo sits above a small yellow monospaced product name, 'Allpa 50L Travel Pack', and a large white headline: 'Meet Your New Favorite 2-In-1 Travel Pack.' A small monospaced label reading 'Zip-Off Attachment' with a curved arrow points to the top section of the pack, explaining what makes it 2-in-1. Compared with the lifestyle version, this ad is more product-focused, showing the pack's size and details from the side.
Meta ad · 338 × 600 · Outdoor Gear
Cotopaxi Allpa 50L Ad: Zip-Off 2-In-1 Travel Pack
This Cotopaxi ad shows the Allpa 50L Travel Pack worn by a man in side profile, with one hand-drawn callout pointing at the zip-off attachment. It is a variation of the brand's 2-in-1 message, using one callout instead of photo insets. A clean template for backpacks and modular products.
Added
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Details
Ad copy
Primary text
Big-trip capacity with a detachable sidekick. The Allpa 50L Travel Pack has a zip-off attachment for day trips, plus plenty of room for everything else. One pack, two ways to explore. 🎒
Description
Allpa 50L with zip-off attachment
On-image text
cotopaxi | Allpa 50L Travel Pack | Meet Your New Favorite 2-In-1 Travel Pack | Zip-off attachment
Headline ideas for this template
- 1One Pack, Two Adventures
- 2Zip Off For Day Trips
- 3The Travel Pack With A Sidekick
- 4Carry Big, Explore Small
- 550 Litres, Infinite Options
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
