15-Shot Starter Set
A multi-pack bundle containing 15 small bottles, featuring five shots each of the Original, MAXX, and Sleep formulas.
4 ads
Insights
These ads effectively leverage internet culture and relatable humor to drive awareness for a new $27 starter set, primarily targeting Value-Conscious Digital Natives. By utilizing a high-hook 'crying man' meme format, the brand successfully creates a sense of FOMO and highlights the affordability of the bundle, resulting in strong Hook Scores of up to 80/100.
Themes
Top Formats
Recommendations
Test Problem/Solution Formats
The brand should test Problem/Solution formats for the Starter Set, as this format is highly effective in the category for addressing fatigue and sleep issues.
Competitor ads from Mudwtr and Moonbrew heavily feature Problem/Solution formats with top scores of 93-94, whereas this brand relies entirely on Reaction/Trend for the Starter Set.
Expand to Performance Professionals
The brand should adapt the Starter Set messaging to target the 'Performance-Driven Professional' persona, highlighting productivity benefits alongside the value.
The brand has 54 ads for Performance-Driven Professionals overall, but the current Starter Set ads only target Value-Conscious Digital Natives, leaving a massive coverage gap.
Incorporate Ritual & Swap Themes
The brand should introduce 'Villain-to-Upgrade Replacement' and 'Ritualized prep demo' themes to the Starter Set ads to build habit-forming appeal.
Category-wide patterns show 'simple swap ritual' and 'villain takedowns' (e.g., smashing pills, replacing coffee) are top-performing themes that are currently missing from these meme ads.
The brand relies heavily on meme formats for the Starter Set to target digital natives, leaving significant gaps in Problem/Solution storytelling and ignoring core personas like the Performance-Driven Professional.
Uncovered Personas
Uncovered Products
Untried Format + Persona Combos
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