:rise Cacao
The original coffee alternative blend made with cacao, masala chai, turmeric, and functional mushrooms like Lion's Mane and Cordyceps, containing 35mg of caffeine.
27 ads
Insights
MUD\WTR's top-performing ads effectively leverage the 'Problem Solution' and 'Promotion' formats by positioning the product as a jitter-free, low-caffeine alternative to traditional coffee. They succeed by combining educational ingredient breakdowns of functional mushrooms with aggressive offer stacking, such as a 43% off Starter Kit that includes a free frother. The use of founders and authoritative narrators to justify the premium price point and explain the science behind the benefits builds strong credibility and persuasion.
Themes
Top Formats
Recommendations
Incorporate Physical Pattern Interrupts
MUD\WTR should test visceral, physical hooks like smashing a coffee cup or throwing away caffeine pills to grab attention faster.
Competitor Moonbrew scores 93-94 using physical takedowns of generic pills and melatonin bottles in their hooks.
Test UGC Testimonial Formats
The brand relies heavily on founder and narrator-led ads; they should introduce raw UGC testimonials focusing on the 'Anxious Coffee Sensitive' persona.
Category-wide patterns show TikTok-native, direct-response videos with social proof and reviews drive high conversions.
Target The Sleep Struggler
MUD\WTR should create ads specifically highlighting how switching from coffee to their product improves sleep quality, targeting the 'Sleep Struggler' persona.
The Sleep Struggler persona has 0 ads for the Cacao product, despite sleep disruption being mentioned as a pain point in existing ads.
MUD\WTR heavily focuses on the 'Anxious Coffee Sensitive' persona and founder-led promotions, leaving significant gaps in targeting athletes, sleep strugglers, and parents. There is also a missed opportunity to utilize trending category themes like visceral physical hooks and gut-health messaging.
Uncovered Personas
Uncovered Products
Untried Format + Persona Combos
Related Products
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