Key takeaways
- Format: Flat-lay product shot with label feature callouts and papercut illustration.
- Best for: Natural, gentle and sensitive-skin health or personal care products.
- Hook: The promise of calm, bite-free evenings outdoors.
- Reuse it: Pair your product with illustrated ingredients and a lifestyle scene.
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
Clear feature callouts
Three icon-led benefits on the label answer key questions about protection, ingredients and DEET in seconds.
- 02
Ingredients made visual
Papercut lavender and geranium show the natural formula, making 'infused' feel tangible and trustworthy.
- 03
Emotional lifestyle scene
The relaxed older couple shows the real benefit: peaceful time together outdoors, not just fewer bites.
- 04
Distinctive mixed media
Combining a real bottle with handmade-style illustration stands out from typical product photography and feels warm.
Full creative breakdown
Who this ad targets
This ad targets adults aged 45 and over, including couples and retirees, who enjoy gardening, walks, camping and evenings outdoors in the UK or on holiday. Many have sensitive skin or prefer to avoid harsh chemicals like DEET, and they value natural ingredients and gentle formulas. They likely shop at pharmacies or online, read labels carefully and respond to calm, reassuring messaging rather than aggressive, fear-based pest imagery.
Copywriting analysis
The headline aims for an emotional benefit rather than a functional one, focusing on peaceful evenings rather than killing bugs. 'Outdoor harmony' is the strongest part: short, bold and evocative. However, the first line, 'The repellent that encourages an evening', reads awkwardly and is grammatically unclear, which weakens the opening. A tighter line like 'The repellent for peaceful evenings outdoors' would work better. The label copy is excellent: short, scannable claims paired with icons. 'Sensitive' in a coloured band signals the variant and target user immediately. The brand name 'Good Riddance' adds personality and a gentle sense of humour.
Visual design
The layout splits into product on the left and story on the right. The bottle is lit softly with a natural shadow on warm wood, giving a premium flat-lay feel. On the right, the headline sits at the top, flowing down through botanical cutouts to the couple, creating a clear vertical eye path. A palette of teal, peach, lavender and warm yellow is cohesive and calming, and the papercut textures add a tactile, handmade quality.
How to adapt this template for your brand
- Photograph your product flat on a natural surface with soft lighting and gentle shadows.
- List three key benefits with icons on the packaging or as callouts beside it.
- Illustrate your main ingredients in a handmade style such as papercut or watercolour.
- Add an illustrated scene showing your target customer enjoying the real benefit.
- Write a short headline that leads with the emotional outcome, and proofread it for clarity.
Tips for health & fitness ads on Meta
On Meta, run this in Feed during peak mosquito and midge season, targeting interests like gardening, camping, walking and outdoor travel. Use the primary text to lead with 'DEET-free' and 'sensitive skin', since these are key purchase drivers. Test a carousel that breaks out each ingredient. Retarget engaged viewers with a review-based creative. Schedule ads for late afternoon when people plan their evenings outdoors.
About this creative
This ad features a teal pump bottle of Good Riddance Sensitive insect repellent lying flat on a light wood surface. The white label shows the brand name with a fine-line mosquito illustration, a peach 'Sensitive' band and three icon-led callouts: mosquito and midge protection, geranium and lavender infused, and DEET-free. On the right, a headline in dark teal capitals reads 'The repellent that encourages an evening. Outdoor harmony.', with the second part much larger and bolder. Below it, papercut-style illustrations of lavender sprigs, pink geranium flowers, green leaves and a vanilla flower lead down to a smiling older couple sitting close together on a patterned yellow rug. The mix of real product photography and handmade illustration feels warm, natural and approachable. The scene positions the repellent as a way to enjoy relaxed evenings outdoors, while the label quickly answers the safety and ingredient questions shoppers have.
Meta ad · 1200 × 1200 · Health & Fitness
Insect Repellent Ad Example: Good Riddance Outdoor Harmony
This square image ad promotes Good Riddance Sensitive, a DEET-free mosquito and midge repellent. The bottle's label carries three feature callouts, while a papercut illustration of an older couple on a picnic rug and botanical ingredients tell the lifestyle story. Use it as a template for natural, gentle or sensitive-skin products.
Added
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Details
Ad copy
Primary text
Enjoy long summer evenings without the bites. Good Riddance Sensitive is a DEET-free mosquito and midge repellent infused with geranium and lavender, gentle enough for sensitive skin.
Description
DEET-free, geranium and lavender infused
On-image text
THE REPELLENT THAT ENCOURAGES AN EVENING. OUTDOOR HARMONY. / Good Riddance / SENSITIVE / MOSQUITO & MIDGE PROTECTION / GERANIUM & LAVENDER INFUSED / DEET-FREE
Headline ideas for this template
- 1Enjoy the evening, not the bites
- 2Gentle protection for sensitive skin
- 3DEET-free evenings outdoors
- 4Say good riddance to midges
- 5Nature's way to keep bugs at bay
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.
