WELDCreative market read · by Shaanks

Creative market read

In this category the flavour sells the can. On WELD's ads, the protein still does.

A creative read of the ads on the WELD page, two bigger brands in the category, and the words WELD already uses. Three lanes, three built statics, and the order we would test them in before Black Friday.

2bigger brands read
7WELD videos watched
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01 · What is running

Cans in hand, sending people to Amazon.

Play
WELD“18 grams of protein”, held up next to eggs.
Play
WELDA box of every flavour, opened to camera.
Play
WELD“Maximize your morning workout!”
Play
WELD“Caffeine + Protein =”
Play
WELDTwo cans on the counter.
Play
WELD“Morning gym routine sucks?”

What the frames say

  • Each of the 7 shows someone holding the can.
  • The protein and the caffeine are already on screen.
  • All 7 send people to Amazon.

Where statics fit

  • A static says the same thing in one glance, for the scroller who never presses play.
  • We would build them from what you already have: the can, the flavours, the pack.

02 · What bigger brands do

Two bigger drink brands, read by their statics.

CELSIUS18 of 37 ads: the can with its fruit

The can on its own fruit, lit like a studio shot. Almost no type beyond what is printed on the can.

CELSIUS: Orange, with the orange falling in.
CELSIUSOrange, with the orange falling in.
CELSIUS: Watermelon, stacked under the can.
CELSIUSWatermelon, stacked under the can.
CELSIUS: Grape, on grapes.
CELSIUSGrape, on grapes.
Premier Protein8 of 10 stills: the flavour's ingredients

Caramel, coffee and chocolate fill the picture, around the bottle or on their own. On a few, a badge that turns the caffeine into cups of coffee.

Premier Protein: Caramel and espresso, in the air.
Premier ProteinCaramel and espresso, in the air.
Premier Protein: “Rich chocolate + smooth coffee.”
Premier Protein“Rich chocolate + smooth coffee.”
Premier Protein: “Caffeine equals 1 cup of coffee.”
Premier Protein“Caffeine equals 1 cup of coffee.”

What both do: show the flavour through what it tastes of.

A still that keeps running has survived. That is not the same as winning.

03 · Three lanes

Where WELD's statics go.

01

Energy drink, with protein

“Your energy drink has 0g of protein. This one has 18.”

What the static shows

Your own caption line, made into a still: a plain energy can next to WELD. No scoop, no shaker, because WELD is not a shake.

02

The afternoon slump

“Slump off. Focus on.”

What the static shows

A switch flipped from afternoon slump to locked in, with the specs in one row. “Locked in” and “Sharp focus, no jitters” are from your site.

03

18g, in eggs

“18g protein. About three eggs.”

What the static shows

The comparison from your eggs video, held still: three eggs, an equals sign, the can.

05 · The road to Black Friday

What goes live, in what order.

Early October

Put statics next to the videos

Lanes 01 and 03 go live beside the videos, to the same Amazon page with their own tracking tag, so the only change is the format. The videos get a week first.

0103

Mid October

Add the moment, then the flavours

The slump static joins, then a flavour series shot the way CELSIUS shoots its fruit. Whichever static keeps delivering gets more sizes.

02

From 1 November

Black Friday runs on what held

The offer goes on whatever held in October, once it is set, and it matches the store the ad opens.

010203

That is the read

If one of these looks like something you'd run, grab 20 minutes here.

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