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.
What they emphasize
Formats they run
Opportunities
High-craft angles and formats this brand isn't running yet.
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.
Whitespace
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.
Untried format × persona combinations
Uncovered personas
Uncovered products
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