Pure Cut operates in a category that looks simple on the surface but is surprisingly complex: cutting boards.

Most consumers believe they already solved this problem. Wood feels traditional. Plastic feels convenient. Very few people are actively shopping for a better cutting board.

The real challenge wasn’t just selling a titanium cutting board. It was unlearning deeply ingrained kitchen habits and confronting myths people felt confident about: • “Wood is natural, so it must be safer.” • “Plastic is fine if you wash it.” • “Titanium ruins knives.” • “All cutting boards are basically the same.”

Many had already tried better boards, bamboo, rubber, end-grain wood, and were skeptical of anything that sounded like marketing hype.

The goal: Expose the hidden problem, objection handing, and position TitanPro as the final upgrade, not another gadget.

• Applied a structured creative system to test, validate, and scale angles across Meta

• Led with belief disruption, not product features. Challenging assumptions like "wood is safe” or “titanium dulls knives” before introducing the solution.

• Built education-first ads that explained why bacteria, microplastics, and odors persist, using simple, visual, non-medical language.

• Created authority without sounding clinical, using chefs, long-term users, and comparative logic instead of hard claims.

• Converted objections into angles

• Iterated aggressively based on performance data, doubling down on hooks with high thumb-stop and watch time, tightening scripts to reduce drop-off, and refining CTAs to increase conversion.

• Balanced fear and reassurance