Chubbies Black Friday Email

Chubbies knows their audience: guys who ate too much turkey and just want stretchy shorts. Their Black Friday email doesn’t push discounts—it paints a relatable story of post-feast comfort.

Why this email works

• Starts with humor instantly connected to Thanksgiving gluttony
• Shows the product as the “solution” to a real (funny) problem
• Uses a made-up word “Schworts” that’s memorable and fits the brand voice
• Keeps copy short, visual, and focused on fun
• Ends with a simple, witty call-to-action: “Click for Schworts”

Real-world examples

• Dollar Shave Club used humor to make razors cool again (“Our blades are f***ing great”)
• Liquid Death sells water with heavy metal attitude
• Cards Against Humanity once sold “nothing” for $5—and made $70K