In a world saturated with polished perfection, some have dared to flip the rules of traditional marketing. They don’t sell dreams—they sell imperfect realities. And precisely because of that, they go viral. Three emblematic cases show us that the impossible, when told the right way, can become irresistible. These are stories built on cognitive biases we all carry, and once triggered, they make us hit the “want” button.
Sara Savino and the Ruins That Make Us Dream
Sara Savino, a real estate agent, has turned ruins into her personal manifesto. No filters, no magical renderings—just stones, cracks, and collapsed roofs. But her storytelling is powerful. With irony and authenticity, she transforms what seemed unsellable into objects of desire. Her videos go viral because they make us laugh, spark curiosity, and reveal a hidden Italy.
Activated bias: Pratfall Effect – when a small flaw makes someone more likable and authentic. Sara doesn’t hide the defects—she highlights them. And the audience rewards her.
Biraghi and the “Fior di Latte” Ice Cream
In a market bursting with exotic flavors, Biraghi launches a single one: fior di latte. No Madagascan vanilla, no Iranian pistachio. Just milk, plain and simple. The result? A resounding success. Because in a world that screams, those who whisper stand out.
Activated bias: Paradox of Choice – fewer options, less stress, greater satisfaction. Biraghi simplifies, and wins.
Colussi and the Broken Cookies: Turning Flaws Into a Brand
Colussi pulled off a stroke of genius: selling broken cookies. Not as waste, but as a product. Complete with dedicated packaging. The message? “You don’t have to be perfect to be good.” The public laughs, shares, and buys. Because they see themselves in it.
Activated bias: IKEA Effect – we love what’s imperfect because it engages us emotionally. Broken cookies speak to who we are.
What Do These Strategies Tell Us?
- Authenticity beats perfection
- Irony builds connection
- Simplicity is a superpower
- Cognitive biases aren’t limits—they’re levers
Sara Savino, Biraghi, and Colussi didn’t just sell products. They sold an idea: that imperfection can be beautiful, desirable, and viral.
And you—what are you doing to make your brand “imperfectly irresistible”?
For wild ideas and unthinkable proposals to boost your business, we at Skippers are here: info@skippersproject.com
Outfluencers by design, communicators by choice.