When you encounter a new idea, the instinct to dismiss it as "ridiculous" is almost automatic. It’s human nature—we’ve been laughing at seemingly impossible or strange ideas for centuries.
But this is how innovation works. Today’s absurdities often become tomorrow’s breakthroughs, a pattern seen time and again with the most successful startups and disruptive ideas.
Think about Liquid Death. A brand built around selling water in a can with a dripping skull as their logo. Initially, it seemed absurd.
Who would buy water in a can?
Now, it’s everywhere. Those who dismissed it as a joke soon realized its brilliance, turning “ridiculous” into “obvious” in hindsight.
As Liquid Death VP of Creative, Andy Pearson wisely put it, “Everything is stupid until it isn’t. Muck around with things that feel too dumb to exist—because that’s where untapped potential lives.”
The same is happening with fortune cookie advertising. It sounds gimmicky—maybe even laughable. But then comes the aha moment.
They listen. They get it. And suddenly, it’s not just interesting—it’s exciting.
Over time, we are confident it will become a staple in a brand’s marketing mix, outperforming even the most tried-and-true OOH mediums.
The Initial Reaction: "That’s Ridiculous!"
When we first pitched fortune cookie advertising to potential partners, the pushback was immediate and strong.
Everyone from Jockey’s VP of Marketing, Tom Hutchison to InTouch Credit Union’s SVP Tim McCoy, perceived the idea as, well, ridiculous.
How could advertising inside a fortune cookie possibly work?
It sounded like a novelty—a gimmick, maybe—but not a legitimate marketing tool.
"I had the same experience that I think every single person I've briefed had, which was sort of stupefied and like didn't understand it and thought it was a silly tactic, thought it was like a gimmicky thing.” Hutchison shared.
It’s not every day you think about slipping brand messages inside fortune cookies, but as Tom dug deeper, he realized the potential was undeniable.
"The statistics on the open rates, retention rates—how many people keep fortune cookies on their fridge, in their wallet, or in a cell phone case—and the share rates tell a compelling story, he said.”
The idea of creating a unique moment of connection to surprise and delight a potential customer while they're in a positive emotional state struck a chord.
“By the end of the conversation, I was like, ‘Oh my god, we’ve got to try this.”
For Tim McCoy, the sentiments were the same, “I talked to the sales rep a little bit about it. I thought it was a really unique concept. I had my doubts about how good or effective it might be, but I at least wanted to entertain how it worked.”
Through back and forth question and answer sessions with our team, Tim knew it would be the right fit, “I don't know if I asked anything that you didn't have an answer to. I could tell right away that this was more than just a sideline business that somebody did.”
It’s easy to understand why. People are skeptical of what’s unfamiliar, especially when it challenges the status quo.
And fortune cookie advertising was exactly that: an unexpected, unconventional approach in an industry full of tried-and-true sea of sameness methods. It feels like a leap of faith.
The Rise of Fortune Cookie Advertising
This shift is happening right now.. More and more companies are starting to recognize the unique power of this medium, and with each new partner, we get closer to a tipping point.
In a world where attention has never been harder to capture, the need to stand out has never been more critical.
Traditional methods are losing their impact as audiences grow numb to the constant barrage of ads. What worked a decade ago is no longer enough.
And this is exactly where fortune cookie advertising shines.
It’s an unconventional format—unexpected, even strange—but that’s precisely its strength. In a sea of sameness, it stands out. It disrupts the usual advertising patterns by showing up where no one else expects it. By placing your message in a fortune cookie, you aren’t just talking to someone, you’re creating a memorable and deeply emotional experience. It connects with people in a setting that’s both familiar and unexpected—and stays with them. It’s something people don’t just see, but feel.
We believe 2025 will be the year fortune cookie advertising goes mainstream. Just like canned water, it will move from novelty to norm, becoming a legitimate platform for reaching audiences in meaningful ways.
Innovation is rarely easy. The best ideas often face the harshest resistance. But persistence pays off. What seems ridiculous today might just be tomorrow’s game-changer.
So crack open a cookie—and with it, the future of advertising. Because the best ideas always start where no one else is looking.
