Tethrd · Strategy snapshot · Bon Charge

Live snapshot · updated 28 June 2026. Lines change as decisions change.

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Bon Charge - single market - Mid-Year Sale 2026 is live from 1 July, with the full Tethrd playbook active and MYS doubling as the proof-of-concept testing ground for Black Friday mechanics.

Objective

Drive the Bon Charge Mid-Year Sale (MYS) 2026 to become the single largest non-peak revenue month in the calendar, materially exceeding the prior year where MYS accounted for 99% of July net sales. In parallel, use MYS as the live testing ground for every offer mechanic, creative format, and lifecycle tactic that will form the confirmed Black Friday playbook. Memorial Day 2026 was the trust-building exercise; MYS is the first full expression of the Tethrd playbook on the account. Flows overhaul remains the primary active email workstream; campaign management remains with the client until flow results justify a handover conversation, targeted for post month 3.

Targets

MYS Day 1 revenue target is between $1M and $1.5M - at minimum double the MYS 2025 Day 1 of $517K, and broadly in line with Black Friday 2025 Day 1 of $1.1M. The 30-day July sale target is $4.4M stretch, with Day 1 expected to generate roughly 30% of the total, and daily deals plus mid-sale re-engagement bridging the remainder. The H2 2026 reforecast target is $33.6M (July to December), representing approximately 43% growth on H2 2025. The blended attributed ROAS target across H2 is 4.3x, with the internal direction to push toward a MER-based floor and report CAC alongside ROAS in all regular reporting. During sale periods, the standing rule is to scale as hard as possible while blended MER or ROAS targets are being met - a strong ROAS is a signal the account is underspending, not a reason to hold back. The client priority is volume of new customer acquisition; push the blended MER toward the 3.5x floor aggressively even during non-sale periods.

Mid-Year Sale 2026

The MYS runs for the full month of July 2026 (1 July to 31 July). June 30 was the confirmed 24-hour VIP early access day - not a standard BAU day. Public sale launched globally on 1 July.

The paid VIP membership programme has been sunset - no further recharges are to be processed. The replacement is a free VIP tier with no purchase or payment required. The Hero segment received 24-hour early access on 30 June; the VIP segment does not receive early access but receives discount stacking and exclusive add-ons during the sale itself. The early access window carries 30% sitewide; after that 24-hour window the offer reverts to 25% sitewide for all customers. There is no additional store credit stacked on top of the 30%. Phase A ad creative carries all 3 CTA elements: 24-hour early access, 30% sitewide, and perks. The VIP list should continue to be built ahead of any future paywall reactivation.

The VIP list target is 15,000 subscribers. The list stood at approximately 1,600 in early June and has been grown via paid ads at a blended CPL of approximately $3. Because the VIP cohort's early access window is the primary Day 1 revenue mechanism, growing the VIP list is an elevated priority above all other acquisition activity. The pre-sale email sequence ran: 20 June (VIP launch - join free, 30% off coming), 23 June (VIP is worth it reminder), 26 June (plain text from Andy), 28 June (72-hour hype), 30 June (VIP 24-hour early access at 30% off). A plain-text founder email from Andy and a VIP sign-up hide/show block in the universal email footer were both approved additions to the sequence.

Daily deals run as 9 offers across the 30-day window at 72-hour windows each - 2 per week for the majority of the sale, rising to 3 in the final week. Approved daily deal formats are gift with purchase (GWP), spend-and-save, and product discount. Direct extra percentage discounts on top of the existing 25% sitewide are not approved. GWP items are confirmed as Air Tubes and Bullet device - a proposed swap to toothbrush and cap was rejected due to OOS risk on lead times. Overstock available for GWP use includes the Red Light Face Mask (1,600 units), Infrared Sauna Blanket Insert, EMF Bulb, PEMF Wrap, and PEMF Mat, all held in Perth. Spend-and-save tiers are anchored to $350 / $700 / $1,000 thresholds to push AOV above the promo average of approximately $317. Future promotions should move to percentage-off tiers to reduce multi-region complexity.

Remaining daily deal concepts beyond those validated in June are repositioned as Last Mile Tactics (LMTs): pre-approved, launch-ready campaigns held in reserve and activated only if the brand is not pacing to revenue targets at a defined mid-sale checkpoint. Do not deploy LMTs automatically. On-site LMT popups are approved to accompany the main sale and daily deals.

The June offer validation tests established the baseline: spend-and-save ran 12-14 June across all regions (a fair cross-region baseline was required - not US only); GWP ran 18-20 June via email, SMS, and organic only with no paid media to isolate the offer mechanic cleanly. The spend-and-save test produced a measurable revenue uplift and is confirmed as a repeatable booster tactic. A sauna blanket 24-hour product-level discount also ran 25-26 June for the US market to move surplus stock, with a forecast of approximately $70K-$80K in revenue. SMS demonstrated approximately 10x the revenue per recipient of the broad email send during flash sales, establishing the channel mix principle: SMS for the high-intent push, email for reach.

The mid-year sale popup is unlisted from the general site and served exclusively to paid ad traffic. The BAU popup outperforms a promo list-building popup by approximately 2-3 percentage points on site CVR, so the BAU popup remained live until close to sale launch. Daily deal window popups run concurrently during each 72-hour deal window throughout July, mirroring the Mother's Day approach.

The post-purchase nurture sequence runs 4 sends (11 Jul, 17 Jul, 23 Jul, 28 Jul). Purchasers are suppressed from the main mid-sale content cadence to avoid overlap. Every send in the purchaser sequence must include a clearly visible option to opt out of sale emails only, without triggering a full unsubscribe. The final send on 31 July includes a coordinated SMS and push retargeting component targeting the 30-day segment plus full list - this is the only send in the schedule with a confirmed SMS and push component.

The hype phase between VIP list-build close and Day 1 is the central lever for Day 1 revenue peaks. Lifecycle sends during this window must keep the audience warm through urgency, FOMO, exclusivity, and behind-the-scenes content - not just countdown messaging. Checkout discount strategy has been updated: repeat customers are excluded from discounts to protect MYS performance; new-customer cohort CVR is up approximately 15% on a lower discount.

By channel

Meta receives the majority of paid spend (approximately 60% of the Memorial Day allocation as the structural reference; from mid-June the reforecast approved more than doubling current daily spend). The direction is to scale top-performing campaigns and ad sets as the priority rather than testing new structures during active sale windows. The standing client directive is to leave no budget on the table while blended MER or ROAS targets are met.

The top target markets are US, UK, Australia, and Canada as the big 4, with UAE, Spain, Switzerland, Singapore, France, and the Netherlands as secondary. Global campaigns with top-market inclusions are preferred over separate per-region campaigns. A US-specific creative variant referencing 4th of July is in use for MYS, mirroring the Memorial Day approach where US-event-specific ads outperformed generic sitewide sale messaging.

Creator partnership ads are activated in weekly batches for MYS - minimum 5 per week across the 4-week window (minimum 20 pieces total), with direction to push for the maximum Magda can deliver. All creator content must reference the sale explicitly; this content is not evergreen. MYS creator content is education-led with sale messaging woven through - harder sale focus applies only during the VIP hype and tease phase. PR placements are not a priority for sale periods; budget is directed to creator and UGC ads. The BC Method campaign is launching as standard non-partnership ads because the featured creator has approximately 355 Instagram followers.

DPA testing runs across 5 approved treatment cells: catalogue-wide ads with the top testimonial per product; collection-level ads beginning with saunas and red light therapy; a Memorial Day sale cell (now concluded); shopping-by-need ads beginning with sleep and relaxation; and award and nomination badge ads. Marpipe creative focus has shifted to higher AOV products - red light, PEMF, and sauna blanket are the priority categories.

The top 3 performing creative angles established across Memorial Day and BAU are radiant skin and rejuvenation (face mask), athletic recovery (infrared sauna blanket), and red light hair care (red light cap). These are the reference points for new concept development; many angles remain untested and expanding beyond these 3 is the next creative priority.

Google

Google receives the balance of paid spend after Meta (approximately 36% of the Memorial Day allocation as a structural reference; Microsoft takes the small remainder). Scaling approach is three-part: adjust bidding strategy on existing campaigns, reconcile budgets across existing campaigns, and launch new Search campaigns per the audit proposal. Target ROAS settings are under review to avoid return drops at higher spend levels.

Phase 2 of Google expansion will introduce informational keyword targeting around education terms - specifically red light therapy - once current foundations are fully bedded in. Non-branded search targeting pain-point keywords (for example, "can't sleep", "how do I sleep better") directing to red light products is also in scope. YouTube and YouTube Shorts expansion is planned but blocked until YouTube channel admin access is resolved - Andy needs to add the team; Katie currently holds admin access.

Lifecycle (email & SMS)

Alia has fully replaced Klaviyo native pop-ups. All Klaviyo pop-ups are switched off; Alia writes into the same Klaviyo lists for clean list growth comparison. Retention.com has been deactivated and the welcome flow previously running via Retention.com is confirmed off. All welcome series work is scoped entirely within Klaviyo. Hani is the point of contact for Alia on the Bon Charge account and handles Alia communications directly.

The BAU popup A/B test (full-page versus slide-out) is running in Alia, tracking site CVR, attributed sales, and bounce rate at a 50/50 traffic split. The full-page popup variant must be made smaller - the Alia preview was flagged as taking up too much screen real estate. The Steffen-requested separate A/B test has been deferred until after MYS when BAU conditions are stable.

The welcome flow is a 6-email sequence over 10 days. Emails 1-3 are tightly tailored to zero-party data (ZPD) collected at signup. Emails 4-6 broaden to the full catalogue with hide/show blocks retaining ZPD context. Only the first email needed to be live at launch; subsequent emails trigger via time delays with design and development completed in parallel. The ZPD-responsive branching welcome flow (responding dynamically to wellness focus: skin, recovery, sleep, hair) is planned but formally deferred to a later phase. Subscribers who opted in before the welcome flow launched are to be retargeted via ZPD-informed campaigns at a later stage. The Tethrd Phase 0 email version has been approved by the client and sets the standard for all remaining Phase 0 emails; Andy's brief must still be incorporated. Welcome flow design effort is prioritised on completing net-new unique emails before template updates or split-test variants.

Hani is building end-to-end email templates for reuse across BAU sprints and promo periods. All in-flight design feedback raised before this decision was stood down - wait for Hani-built templates as the new starting point.

Flows are the primary active email workstream. Sprint 2 has been restructured: the original sprint 2 content (including the price drop flow) is deferred to sprint 3; sprint 2 is now the new event flow (18 emails across 3 goals, 5 product-led variants plus 3 shared). Sprint 3 scope has not yet been formally defined or approved.

The MYS Alia popup structure for list building runs 3 flows: BAU replacement variant A with ZPD as step 1 and email capture second; BAU replacement variant B with email as step 1 and ZPD as step 2 (email is collected first, ZPD follows - do not invert this); and a full-page popup on a dedicated unique URL. Sale hype and list building were channelled through the planned email sequence from 20 June - on-site touchpoints did not carry pre-promotion sale messaging during BAU. The MYS sale popup is unlisted from the general site and served only to paid ad traffic.

Channel mix principle for all flash sale and promotional pushes is SMS for high-intent segments and email for reach. The final 31 July send is the only one with a confirmed SMS and push component, targeting the 30-day segment plus full list. Checkout discount exclusions for repeat customers are active to protect MYS performance; new-customer conversion is up approximately 15% on a lower discount.

Creative

MYS sale assets are in delivery for July. The current iteration batch doubles down on top-performing angles from the first week of the new creative launch; net-new concepts follow in the subsequent week.

MYS creative scope covers the top 15 revenue-driving products from MYS 2025 plus 3 NPDs: the RL toothbrush, the RL cap, and blue light blocking glasses. Video creative should include multi-product combination formats (for example, PEMF with RL face mask, or RL toothbrush with RL cap) as well as individual product videos. MYS creative should deliver more variety than prior sale rounds, include a video feature treatment, and produce urgency batch creatives released progressively through the sale following the Singles Night cadence. The Memorial Day top-performing ad formats are the approved reference point. KVs are provided by Marco.

A red versus linen colourway split test was run across the Memorial Day urgency batch; learnings are to be applied when building MYS assets. PR-style ads are in development - Jack is compiling a matrix of active regions (UK, US, AU at minimum), available publications, logos, permission status, and articles for use as source material. Phase A ads include end frames for list building. Brand campaigns are planned for August (environment-focused, no models, 2-week shoot) and October (full-force, Nike-level execution) - do not conflict creative briefs or ad batches with these shoot windows.

CRO & site

The MYS sale popup is unlisted from the general site and served only to paid ad traffic. Daily deal window popups run concurrently during each 72-hour deal window throughout July, mirroring the Mother's Day approach. On-site LMT popups are approved to accompany the main sale and daily deals. The full-page versus slide-out Alia A/B test is live on BAU traffic; the Steffen-requested standalone A/B test is deferred until after MYS. Dollar-amount tiers for spend-and-save required separate regional configurations for AU, UK, US, and EU - future builds should use percentage-off tiers to reduce this overhead. When briefing or building Alia popup variants, 'ZPD as step 2' explicitly means email is collected first and ZPD follows - do not invert this ordering.

Measurement and spend

Performance is judged primarily on blended MER rather than attributed ROAS from any single channel, with the internal direction to negotiate this framing formally with the client. Attributed revenue from Meta 7-day click and Google last-click is acknowledged as a cloudy signal; MER provides a cleaner read of total business performance. CAC is reported alongside ROAS in all regular reporting. During sale periods, the standing rule is to scale as hard as possible while blended targets are met - a strong ROAS signals underspending, not a reason to coast. Budget allocation favours Meta (majority of paid spend), followed by Google (balance), with a small allocation to Microsoft. Spend is directed toward scaling top-performing campaigns and ad sets rather than structural testing during active sale windows. The H2 2026 recommended ad investment is materially higher than H2 2025 actual spend, consistent with the 43% revenue growth target.

Tested and learned

Alia pop-ups convert at 15%+ versus the Klaviyo native pop-up at 3-5%; turning Alia off for a month previously cost the brand more than $1M in estimated revenue - treat it as always-on - "Andy Mant: 'Okay, so let's get Alia turned on for BON CHARGE as soon as possible then'" (fathom · Digital Catch Up Flows UX Tethrd · 2026-04-28).

The BAU popup outperforms a promo-specific list-building popup by approximately 2-3 percentage points on site CVR - do not replace the BAU popup with a promo-specific one ahead of a sale unless there is a meaningful incentive to justify the trade-off - "BAU outperforms the list building for promos anyway by about two to three points" (fathom · BON CHARGE x Tethrd Weekly Tactical · 2026-06-09).

SMS demonstrated approximately 10x the revenue per recipient of the broad email send during the June flash sale despite a list roughly 7% of the email list size, establishing SMS as the lead instrument for high-intent pushes and email as the reach instrument - "SMS is the efficiency standout... Clear lead instrument for the high-intent push" (tethrd-boncharge · 2026-06-14).

The spend-and-save 48-hour mini campaign produced a measurable revenue uplift and is confirmed as a repeatable booster tactic for future sales - "It looks like metrics have risen and provided a small boost in revenue which means it could be used as a tactic to hit future sales targets when needed" (tethrd-boncharge · 2026-06-14).

US-event-specific ad creative (referencing Memorial Day by name) outperformed generic sitewide sale messaging for the US segment - "calling that out definitely helps with performance" (fathom · BON CHARGE x Tethrd Weekly Tactical · 2026-06-02).

Dollar-amount spend-and-save tiers require separate configurations for AU, UK, US, and EU, creating template clones and inconsistent messaging - percentage-off tiers are recommended for future promotions to unify the campaign across regions (fathom · Tethrd Internal Standup · 2026-06-15).

The top 3 performing creative angles are radiant skin and rejuvenation (face mask), athletic recovery (infrared sauna blanket), and red light hair care (red light cap) - "we're really seeing from the face mask, the radiant skin and rejuvenation sort of angle perform really well... athletic recovery... red light hair care coming in number five" (fathom · BON CHARGE x Tethrd F2F Quarterly Immersion · 2026-05-29).

Checkout repeat-customer discount exclusions lowered overall CVR but new-customer cohort CVR is up approximately 15% on a lower discount - the trade-off is considered acceptable to protect MYS performance (slack · tethrd-boncharge-klaviyo · 2026-06-20).

The GWP offer validation test on 18-20 June was deliberately isolated to warm traffic (email, SMS, organic) with no paid media so that any lift in AOV or conversion could be attributed to the offer mechanic itself - if it performs it is locked in as a MYS flash deal with paid spend added at that point (tethrd-boncharge · 2026-06-15).

MYS is the confirmed testing ground for Black Friday mechanics - any mechanic that succeeds in July becomes the confirmed Black Friday playbook - "this mid-year sale is literally the perfect time to test... that come Black Friday, we know what works and we can do that" (fathom · BON CHARGE x Tethrd Weekly Tactical · 2026-05-26).

Open loops

  • MER-based reporting floor has not yet been formally agreed with the client - internal direction is to negotiate this; attributed ROAS remains the client-facing metric until confirmed.
  • Percentage-off spend-and-save tiers are recommended over dollar tiers for MYS to reduce multi-region complexity - Belle has been resistant; re-raise after June test data is reviewed.
  • GWP test results from 18-20 June require formal review to confirm whether GWP is locked in as an MYS flash deal mechanic with paid spend added.
  • AU discounted insert offer for surplus sauna blanket stock was raised but not confirmed - resolve before any AU-specific sauna blanket creative is briefed.
  • YouTube and YouTube Shorts expansion is blocked - Andy needs to add the team to the YouTube channel currently administered by Katie.
  • ZPD-responsive branching welcome flow (skin, recovery, sleep, hair) is planned but formally deferred - no timeline set for activation.
  • August brand campaign shoot is imminent (2-week timeline from mid-June) - confirm no creative brief conflicts with the shoot window.
  • Steffen's pop-up A/B test is deferred until after MYS - schedule to be confirmed post-sale.
  • VIP list target is 15,000 subscribers - ramp of paid list-building spend must be tracked weekly against this target through July.
  • Sunset communication plan for the approximately 300 existing paid VIP members was flagged for completion by mid-June - confirm whether this has been executed.
  • Sprint 3 scope (including the price drop flow deferred from sprint 2) has not yet been formally defined or approved.
  • LMT activation checkpoint within the July sale period has not been defined - confirm the date or pacing threshold that triggers LMT deployment.
  • Free gift with purchase as an MYS daily deal add requires Andy sign-off before it can be built into the cadence.

Sources

MYS is the single largest non-peak revenue month, accounting for 99% of July 2025 net sales - "July's Bonchard's single largest non-peak revenue month in 2025, the mid-year sale dropped 99% of July net sales" (fathom · Tethrd Internal · 2026-05-18).

MYS Day 1 target revised to $1M-$1.5M; full-month sale target $4.4M stretch - "my ambition... is that we hit a million dollar day to a 1.5 million dollar day on the very first day" (fathom · BC Daily Deals · 2026-05-28).

Scale hard during sale while blended ROAS targets are met - "Scale hard. As long as we are within the blended ROAS targets we should scale hard. We don't want to leave a single cent on the table and if we are running at 14.17x we aren't spending anywhere near enough" (tethrd-boncharge · 2026-05-25).

MYS is the test run for Black Friday mechanics - "this mid-year sale is literally the perfect time to test... that come Black Friday, we know what works and we can do that" (fathom · BON CHARGE x Tethrd Weekly Tactical · 2026-05-26).

Andy's priority is customer acquisition volume, not high ROAS - "we don't need that high return on ad spend right now. We really want to chase customer acquisition... grind it all the way down to the limit, which is 3.5 rows for Blender" (fathom · BON CHARGE x Tethrd Weekly Tactical · 2026-05-26).

VIP 30% early access approved for 24 hours, no $30 store credit on top - "Bell said that Andy's approval for VIP 30 is 24-hour early access... he said no to the $30 on top of the 30%" (fathom · BON CHARGE UGC x Tethrd Weekly Tactical · 2026-06-04).

Alia replaces Klaviyo pop-ups entirely; running both simultaneously makes A/B testing impossible - "Ideally what you do is turn off Klaviyo altogether... then just look at how quickly your list is growing in terms of when each of them are implemented" (fathom · BON CHARGE x Alia Setup · 2026-05-01).

Welcome flow approved: emails 1-3 tightly tailored to ZPD, emails 4-6 broader catalogue with hide/show ZPD blocks - "Emails 1-3: tightly tailored to ZPD... Emails 4-6: broader pushes across the full product catalog... Approved for this approach" (tethrd-boncharge-klaviyo · 2026-05-18).

Daily deals reframed as LMTs - pre-approved campaigns deployed only if revenue is not pacing to target - "we'll frame the rest of the daily deals as LMTs (Last Mile Tactics) instead during MYS, which are pre-approved, ready-to-go campaigns in case we need them if we are not pacing to the revenue targets by a certain period" (tethrd-boncharge-klaviyo · 2026-06-01).

GWP items confirmed as Air Tubes and Bullet device; toothbrush and cap rejected due to OOS risk - "My strong recommendation would be to keep the Air Tubes and Bullet to avoid OOS risk" (tethrd-boncharge-klaviyo · 2026-06-08).

MYS VIP list target is 15,000 subscribers - "We're going to aim for the $15,000 mark in the VIP list, so as long as we can hit that... we'll be in a very good place" (fathom · BON CHARGE x Tethrd Weekly Tactical · 2026-06-09).

H2 2026 reforecast target is $33.6M, blended ROAS 4.3x - "the H2 target, which is June to December, is 33.6 mil, which is 43% up versus last year's H2... recommended ad investment is 3.45 mil" (fathom · Founders Standup · 2026-06-03).

June 30 confirmed as 24-hour early access day for MYS, public launch 1 July - "last day of this month is early access... 1st of July is public sale launch across the world... just one day early access, 30% off" (fathom · Impromptu Google Meet Meeting · 2026-06-23).

Top 3 creative angles: radiant skin and rejuvenation, athletic recovery, red light hair care - "we're really seeing from the face mask, the radiant skin and rejuvenation sort of angle perform really well... athletic recovery... red light hair care coming in number five" (fathom · BON CHARGE x Tethrd F2F Quarterly Immersion · 2026-05-29).

SMS is the efficiency standout for high-intent pushes, email for reach - "SMS is the efficiency standout... Clear lead instrument for the high-intent push and we are noting this for future flash sales" (tethrd-boncharge · 2026-06-14).