Company case study
Tabs Chocolate
Tabs Chocolate is a chocolate company that gained popularity through innovative marketing strategies, particularly on social media. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "We react to Bill Ackman's advice to young men" (aired November 20, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | We react to Bill Ackman's advice to young men |
| Aired | November 20, 2025 |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
We react to Bill Ackman's advice to young men · aired November 20, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
Utilizes engaging, organic social media content to promote products, effectively reaching target demographics.
Founding story
Not explicitly detailed in the transcript; however, it was mentioned that the company is run by a young entrepreneur named Oliver.
The playbook
Employing street interviews and testimonials in parks to create relatable and engaging content that appeals to consumers.
Also mentioned
The company hired a young entrepreneur, Josh, who later created a successful business model based on this marketing approach.
Why this works now (our analysis)
Chocolate enthusiasts aged 18-34 increasingly seek artisanal products that reflect unique flavors and ethical sourcing. Tabs Chocolate utilizes Instagram's shopping features to showcase its limited-edition flavors directly to this demographic, driving immediate sales through visually appealing content. A challenge the company faces is a reliance on social media algorithms, which can change unpredictably and affect organic reach, potentially limiting customer engagement and sales.