you’ve probably seen one of these already.
a woman in a car telling a wild story.
somewhere in there? she casually drops “spicy sugar cubes.”
28 million views later, this one product is blowing up — and they’re just getting started.
what they’re selling:
🧊 erotic energy sugar cubes
🛒 ~$30 per box
📈 launched with 1 creator → scaled to 36+ dedicated ambassador accounts
🎥 all content is tiktok-first, long-form stories
how they do it:
each video is a 1–5 min story, usually starting with something like:
“my husband almost got me fired today…”
then the punchline hits:
he mixed up her coffee sweetener and accidentally gave her a “spicy cube” — triggering very unexpected feelings at work.
📦 cue: smooth plug of the product
📉 zero selling
🧠 just suggestive storytelling
creator structure:
they started small: 1 creator → 3 creators → now 38 active accounts
all branded under variations of “spicycubes”
every account is run by a single ambassador
→ fixed + affiliate payouts
→ daily posting cadence (1–2 per day per account)
💡 and they film almost all of it from their car — casual, believable, repeatable
engagement stats:
→ 17M+ views this year alone
→ 55K bookmarks
→ 57K shares
🧮 assuming a modest 2% click-to-buy rate at $30/box, they’ve probably done $500K+ in revenue just from this content engine.
2 growth hacks they stack on top:
- on-screen question hook→ “would YOU fire your husband over this?”
- reply-to-comment video threads→ fuels more engagement, lets them repeat the pitch in new ways
why it works (and how to steal it):
🔥 long-form = high intent
→ 90 seconds lets you build narrative, tension, & CTA
→ better for conversion than short “wow” clips
👤 dedicated creators > random UGC
→ single face builds trust + relatability
→ repetition builds recognition
🚗 car setting = native & unpolished
→ less ad-like, more like real talk
what other brands can do:
🍫 edgy health / wellness products?
→ wrap them in a relatable, emotional mini-story
→ hint, don’t sell
📱 launching with ambassadors?
→ give them a format + angle
→ test longer clips over short trendy ones
💋 romance, taboo, relationship niches?
→ controversial hook + soft storytelling = gold
this brand isn’t spamming 7-second TikToks.
they’re telling fake but believable stories around one simple product.
and it’s working.
38 creators. 28 million views. real money.
now that’s an ecom strategy with bite.
