How 1st Phorm Advertises on Meta

# Ad summary This video is a UGC-style ad showcasing employees attempting a social media trend to stand up from the ground without letting go of their toes. # Brand positioning This ad does not explicitly present or position a brand or its values. The video focuses on a social media challenge and the participation of employees, suggesting an emphasis on workplace culture, fun, and internal engagement. The absence of branding could imply an organic approach to content creation, with the goal of virality through trending challenges. This tactic disregards the competitor and category norms. Instead, the brand is attempting to create shareable content rather than directly promoting a product or service, leaning into workplace culture and an emotional, lighthearted tone. # Product There is no featured product in this ad. # Visual style The ad has a UGC style with quick cuts and transitions. The production quality feels casual, which supports the lighthearted tone. The BPM is quick and stays consistent throughout. All product actions are timed to the music. # Hooks Spoken: 00:00–00:03 [Normal delivery] Stand up challenge. Fingers to toes don't let go 😂 Text overlay: 00:00–00:03 Stand up challenge / 00:00–00:03 Fingers to toes don't let go 😂 Visual: 00:00–00:04 In a gym with black flooring, a weight training machine is visible in the background. A man with dark hair and a beard, wearing a black long-sleeved shirt and black pants with white sneakers, lies on his back. He has his legs bent with his feet in the air as he's holding onto his toes with both hands. On the bottom of the screen, white text reads, "Stand up challenge." Underneath it, "Fingers to toes don't let go 😂" is shown. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Participating in the challenge is funny and engaging to watch # Benefits - It is implied that it is a fun challenge for everyone # Features - Challenge of trying to stand up without letting go of toes # Call to action None used. # Social proof - "Bro, how bad do you want it?" – Man 4 (Employee) - "Then fucking show us you want it!" – Man 4 (Employee) # Point of view - Brand 100% – The ad is from the brand's POV showcasing their employees and workplace culture. # Storyline - 00:00–00:03 00:00–00:03 The video begins with a person at the gym lying down, grabbing their toes, and attempting to stand up. The intention is to showcase the challenge and set up the parameters, shown from a neutral observer's perspective. The tone is lighthearted and sets the pace for what's to come. - 00:03–00:14 00:03–00:14 Next, employees inside an office attempt the challenge. The intention is to show the various people attempting the trend, as well as the varying reactions to how the challenge is performed. It is from a neutral observer perspective, and the tone is comedic, with people struggling and laughing. - 00:14–00:24 00:14–00:24 More employees are inside an office, attempting the challenge. The intention is to show the various people attempting the trend, as well as the varying reactions to how the challenge is performed. It is from a neutral observer perspective, and the tone is comedic, with people struggling and laughing. - 00:24–00:46 00:24–00:46 More employees are inside an office, attempting the challenge. The intention is to show the various people attempting the trend, as well as the varying reactions to how the challenge is performed. It is from a neutral observer perspective, and the tone is comedic, with people struggling and laughing. One employee is transported to heaven after failing the challenge. - 00:47–01:19 00:47–01:19 More employees are inside an office, attempting the challenge. The intention is to show the various people attempting the trend, as well as the varying reactions to how the challenge is performed. It is from a neutral observer perspective, and the tone is comedic, with people struggling and laughing. One person even takes off their shoes and socks to get a better grip. - 01:19–01:28 01:19–01:28 The final employee successfully completes the challenge in a gym. The intention is to have a punchline to the challenge, as well as a self-aware moment about fitness and wellness. The video ends with an employee asking the content creator if she is in the Olympics, adding humor to the ad.

# Ad summary This image ad from 1st Phorm promotes Level-1 protein powder. It emphasizes building muscle faster, regardless of age, and regaining the muscle-building capabilities of youth. The ad features a product shot of the protein powder and a scoop of the product, set against a minimalist background. # Brand positioning 1st Phorm is presented as a premium sports nutrition brand focused on high-quality protein blends suitable for individuals of any age looking to optimize muscle building. The brand positions itself for those seeking to regain youthful vitality and muscle-building capabilities. The focus on quality, effectiveness, and sustained assimilation suggests a brand that caters to serious fitness enthusiasts and athletes who are looking for an edge, pushing against the idea that age limits fitness progress. The positioning is both functional, emphasizing the scientific aspects of muscle development, and emotional, tapping into the desire for sustained youthfulness and physical capability. # Product 1st Phorm Level-1 is a high-quality protein blend designed to help individuals build lean muscle and recover, regardless of age. The ad specifically highlights the Salted Peanut Butter flavor of the protein powder, which comes in a large white container. The product is presented as a way to regain the muscle-building capabilities one had decades ago, suggesting it combats age-related muscle loss. The ad implies that this protein powder helps customers bypass the common purchase barrier that building muscle is only for young people. # Visual style The ad uses a clean and minimalist visual style with a focus on product clarity. The production quality appears to be studio-shot with professional lighting. The image treatment includes background removal and color grading to create a cohesive and polished look. The typography is large and bold, enhancing scannability in-feed. # Hooks Headline: BUILD MUSCLE FASTER – AT ANY AGE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of age-related muscle loss and the perception that building muscle becomes more difficult as one gets older. The ad copy "Rebuild lean muscle and recover like you did decades ago with Level-1" specifically targets the feeling of lost youthfulness and physical capability. # Value propositions - Building muscle faster at any age with a high-quality protein blend # Benefits - Build muscle faster - Rebuild lean muscle and recover like you did decades ago with Level-1 # Features - High quality protein blend - Salted Peanut Butter flavor # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad as the brand promotes the benefits of their product and its ability to help users build muscle faster, regardless of age. # Storyline - The ad begins with a bold statement: "BUILD MUSCLE FASTER – AT ANY AGE," immediately conveying that the product can help users build muscle more quickly, regardless of their age. This is intended to catch the viewer's attention and address a common concern about age-related muscle loss. The brand is making this statement. - Next, the focus shifts to a product shot of 1st Phorm Level-1 protein powder, visually emphasizing what the brand offers. This is meant to provide a visual reference for the product being advertised. The brand is making this statement. - Finally, the ad concludes with the tagline: "Rebuild lean muscle and recover like you did decades ago with Level-1," reinforcing the idea that users can regain youthful muscle-building capabilities. This is intended to reassure potential customers that the product can help them achieve their fitness goals, even as they age. The brand is making this statement.

# Ad summary The ad features a fitness influencer promoting 1st Phorm's Formula-1 Clear lemonade-flavored protein powder as a post-workout recovery drink. She mixes the powder with water in a shaker bottle and emphasizes that it helps reduce muscle soreness after workouts. She highlights its refreshing taste, its high protein content, and low-calorie count. The influencer emphasizes her consistent use of the product after every workout and encourages viewers to click the link below for more flavors. # Brand positioning 1st Phorm is presented as a high-performance supplement brand catering to fitness enthusiasts focused on effective post-workout recovery. The brand aligns with an active lifestyle and promotes values of consistency and optimal muscle recovery. The product's attributes, like high protein and low calories, suggest a functional approach to fitness supplementation, avoiding unnecessary additives or excessive calories. The brand occupies a space in the market for those serious about their fitness routines and looking for targeted recovery solutions. # Product The advertised product is 1st Phorm Formula-1 Clear protein powder, specifically the lemonade flavor. It is a protein powder drink mix designed to support muscle building and recovery after workouts. The product is presented as juice-like and light-refreshing. It contains 22 grams of protein and 90 calories per serving. It is gluten-free and tastes just like Country Time lemonade. The product is intended for individuals who engage in regular physical activity, such as going to the gym or bike riding, and are looking for a convenient and tasty way to aid their post-workout recovery. The ad addresses the purchase barrier of muscle soreness by emphasizing that it helps users feel less sore after workouts. The influencer touts the product's ability to significantly improve muscle soreness compared to when she doesn't drink it. # Visual style The ad has a UGC feel, shot in a brightly lit gym locker room with a stationary camera. The editing is minimal, consisting of simple cuts to keep the focus on the influencer and the product. The pacing is consistent throughout the ad, mirroring the rhythm of the influencer's speech, with cuts primarily occurring at the end of sentences or key phrases. # Hooks Spoken: Female 1: What's up, y'all? I just got done with an absolute, fire, fire spin class. Visual: 00:00–00:05: The shot shows a blonde woman in a mauve and gray patterned sports bra and black athletic shorts standing behind a white countertop in a gym locker room. Behind her are light gray lockers, and a poster is visible on the wall with 'Katie' written on it. On the counter are a black shaker bottle with a white '1st Phorm' logo, a small black basket, and a yellow bag of '1st Phorm Formula-1 Clear' protein powder. The woman holds up the bag and touches her braided hair, smiling. # Funnel stage Consideration # Pain points Muscle soreness after workouts. "I feel such a difference in my soreness when I drink this versus when I don't drink this." # Value propositions - Tastes just like Country Time lemonade (great taste + easy to consume) - 22 grams of protein (helps with soreness after workouts) - 90 calories (aids in the recovery process while maintaining a low-calorie intake) # Benefits - Helps me recover - Helps me be less sore # Features - 22 grams of protein - 90 calories - Gluten-free # Call to action Click the link below for more flavors. # Social proof - "I love this stuff; it is so refreshing" – Female 1 (Influencer) - "I feel such a difference in my soreness when I drink this versus when I don't drink this" – Female 1 (Influencer) # Point of view - Customer 100% – The ad is delivered from the point of view of someone who uses the product in their daily routine. # Storyline - 00:00–00:02 The influencer begins by greeting the audience and announcing that she just finished an intense workout. - 00:02–00:07 She holds up a bag of 1st Phorm Formula-1 Clear lemonade and states it is time to recover from her workout. The message is to associate the end of a tough workout with the need for recovery and the product. - 00:07–00:14 The influencer mixes the Formula-1 Clear lemonade protein powder into her shaker. This highlights the product's ease of use and integration into a post-workout routine. - 00:14–00:27 The influencer speaks to the taste and benefits of the product and how it helps with her muscle soreness. The message here emphasizes the functional and emotional benefits of the product. - 00:27–00:37 The influencer emphasizes her consistency with using the product after every workout. This promotes the importance of consistent recovery routines and further solidifies the brand's values. - 00:37–00:42 The influencer highlights the product's nutritional information (22 grams of protein, 90 calories) and once again references that it tastes like Country Time lemonade. - 00:42–00:49 The influencer takes a sip of the drink and confirms that it is so good, urging viewers to click the link below for more flavors. This is a direct call to action, encouraging viewers to explore the product range and make a purchase.

# Ad summary The ad features a challenge using a V-bar to perform push-ups. The ad features multiple individuals, working in an office setting, trying to perform push-ups using the V-bar. They are all unsuccessful and the ad concludes by suggesting the product is extremely difficult to use. # Brand positioning The brand is presented as one that promotes challenges in order to build strength. The brand encourages a lifestyle that is focused on working out to obtain a better physique. The brand is functional and focuses on performance. # Product The product is a V-Bar, which is a V-shaped metal tool with grips, to be used in push-up exercises. The product makes it very difficult to perform push-ups. The product’s USP is that it is extremely challenging. # Visual style The ad has a UGC and comedic aesthetic. It feels unpolished and off-the-cuff. The editing style features a montage of quick cuts with various employees failing at the V-Bar challenge. The lighting is natural and comes from the setting. The pace is quick. The cuts are timed to the rhythm of the voiceover. # Hooks Spoken: 00:00–00:01 Oh, bro. Text overlay: 00:00–00:11 V-Bar Push-Up CHALLENGE 😫 / 00:00–00:11 Nick T Visual: 00:00–00:02 A man kneels on the floor, positioning his hands on the V-bar. The man is in an office setting. He wears a black t-shirt, black sweatpants, and a black baseball cap. The floor is carpeted with gray, brown, and white stripes. He attempts a push-up and is unsuccessful. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is that it is difficult to perform a push-up. # Value propositions - None used # Benefits - None used # Features - V-Bar # Call to action None used. # Social proof - None used # Point of view - Customer 100% – The POV is communicated through the ad showing people using the product in an everyday manner. # Storyline - 00:00–00:11 00:00–00:11 A man kneels on the floor holding a V-bar and attempts to perform push-ups. He fails and falls to the ground, unable to complete the challenge. The audience views the challenge from his perspective. - 00:12–00:14 00:12–00:14 A man stands in a work cubicle saying that Nick is too tough. This is said from the perspective of his coworker, and is meant to convey how physically challenging the product is. - 00:15–00:21 00:15–00:21 A man attempts to perform push-ups using the V-bar and also fails. This moment furthers the perspective that the product is a challenge to use. - 00:21–00:31 00:21–00:31 A man attempts to use the V-bar, fails, and falls to the ground, clutching his stomach. This moment further emphasizes the physical difficulty of the product. - 00:31–00:39 00:31–00:39 A man walks up, grabs the V-bar, attempts the push-up challenge, and fails. This moment suggests that the product may be impossible for the everyday person to use. - 00:40–01:03 00:40–01:03 A man attempts to use the V-bar, struggles, and fails, further confirming how difficult it is to complete the challenge. - 01:06–01:12 01:06–01:12 A man in a gym kneels on the ground and states he will use the V-bar to do push-ups. The man proceeds to do push-ups using the V-bar. This moment is meant to suggest that it may be possible to perform push-ups using the product.

# Ad summary The ad features a single image of 1st Phorm's Level-1 protein powder, with the text promising to help users reclaim the strength they had decades ago. The ad targets an older demographic looking to regain their physical prowess. # Brand positioning 1st Phorm is presented as a brand focused on helping individuals achieve peak physical performance. The brand positions itself as a source for high-quality protein blends designed to help users 'out-train' their younger selves and 'reclaim the strength' they had in their youth. The brand seems to cater to individuals who are past their prime but still dedicated to fitness and maintaining a strong, healthy body, contrasting against the norm of brands targeting younger fitness enthusiasts. # Product The product being advertised is 1st Phorm's Level-1 High-Quality Protein Blend in Milk Chocolate flavor. It's designed to help users regain the strength they had decades ago. The product is packaged in a white plastic container with a blue logo and product information. A scoop of the protein powder is shown next to the container, highlighting its ready-to-use format. The ad emphasizes its ability to help users out-train their younger selves, suggesting it’s formulated for older adults who want to maintain or improve their physical performance. # Visual style The ad features a clean and straightforward visual style with a focus on the product itself. The production quality appears to be high, with a studio-shot image against a plain white background. The image treatment includes even lighting and sharp focus to highlight the product details. The typography is bold and legible, contributing to the overall scannability of the ad. The style is platform-agnostic, designed to be effective in various social media feeds. # Hooks Headline: OUT-TRAIN YOUR 20-YEAR-OLD SELF. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the user's loss of strength that they had in their 20s, which is emphasized by the text, 'OUT-TRAIN YOUR 20-YEAR-OLD SELF.' and 'Reclaim the strength you had decades ago...' # Value propositions - Out-train your 20-year-old self. # Benefits - Reclaim the strength you had decades ago # Features - High Quality Protein Blend - Milk Chocolate # Call to action None used. # Social proof - None used. # Point of view - Brand: From the logo at the top to the final line of text, the brand is positioning the Level-1 protein powder as the key to reclaiming lost youth and strength. # Storyline - The ad starts with a bold statement, 'OUT-TRAIN YOUR 20-YEAR-OLD SELF,' immediately grabbing attention by challenging the viewer's perception of their current fitness level. This is presented from the brand's perspective, setting a high bar and intriguing the viewer to consider the possibility of surpassing their younger self's capabilities. - The image showcases the 1st Phorm Level-1 protein powder container, highlighting the product that promises to help achieve the stated goal. The scoop of protein powder beside the container visually emphasizes the product's intended use and ease of consumption, from a product-centric perspective to build trust. - The ad concludes with the line 'Reclaim the strength you had decades ago with Level-1,' reinforcing the product's value proposition and offering a solution to the initial challenge. The brand speaks directly to the viewer's desire to regain lost physical strength, framing Level-1 as the means to achieve this outcome.

# Ad summary The ad promotes 1st Phorm's Phormula-1 protein powder and Ignition carbohydrate and vitamin drink mix. It emphasizes the products' benefits for faster recovery and muscle rebuilding. # Brand positioning 1st Phorm is presented as a premium supplement brand focused on optimizing physical performance and recovery. The brand positions itself to health-conscious consumers seeking to enhance their fitness results. The brand's functional positioning is supported by the products' focus on muscle rebuilding and rapid recovery. The brand aims to occupy the space of a trusted and effective supplement provider in the minds of athletes and fitness enthusiasts. # Product The ad features two 1st Phorm products: Phormula-1 and Ignition. Phormula-1 is a pure whey protein isolate available in Chocolate Milkshake flavor, designed to aid in muscle rebuilding. It is highlighted as a protein powder drink mix. Ignition is a carbohydrate and vitamin drink mix formulated to fuel recovery and restore carbs. These products are designed for individuals looking to optimize recovery and performance through targeted nutrition. # Visual style The ad has a clean and direct visual style. The production quality appears to be studio-shot with a focus on product clarity. The image treatment features bright, even lighting and clear typography. This style feels very native to an in-feed environment. # Hooks Headline: RECOVER FASTER. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the desire to accelerate the recovery process after workouts, as highlighted by "RECOVER FASTER." # Value propositions - Recover Faster: Positions the products as enabling quicker recovery. - Rebuild Sooner: Positions the products as enabling quicker muscle rebuilding. # Benefits - Restore your carbs - Fuel your recovery # Features - Pure whey protein isolate - Carbohydrate vitamin drink mix # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view is consistently from the brand, highlighting the benefits and features of its products, reinforcing its position as the source of information and solution. # Storyline - The ad starts by emphasizing the user's need to "RECOVER FASTER." This message is conveyed by the brand to immediately grab the audience's attention and frame the subsequent products as the solution to faster recovery. - Next, the ad highlights the products' function to "RESTORE YOUR CARBS" and "FUEL YOUR RECOVERY." This message is conveyed by the brand to showcase what specific need each product is designed to address, giving the viewer more context. - The ad concludes by showing the end benefit "REBUILD SOONER." This message is conveyed by the brand to reinforce the core benefit and complete the narrative, providing a clear value proposition.

# Ad summary This image ad features motocross athlete Coty Schock promoting 1st Phorm products. The visual focuses on Schock standing next to his motocross bike, wearing branded gear. The overall tone suggests an endorsement of 1st Phorm by a professional athlete. # Brand positioning 1st Phorm is presented as a brand closely associated with high-performance athletes and an active lifestyle. The brand seems to focus on providing nutritional support and supplements for individuals engaged in rigorous physical activities. Positioning itself in the sports nutrition market, it emphasizes peak performance and associating the brand with athletes in demanding sports. The brand aligns with values of strength, endurance, and dedication, aiming to appeal to customers who are serious about their athletic pursuits and nutritional needs, eschewing a simple influencer marketing approach for high performance legitimacy. # Product The advertised product is not explicitly showcased or described but is implied to be nutritional supplements and performance-enhancing products offered by 1st Phorm. The implication is that 1st Phorm products support the high-performance needs of athletes like Coty Schock. The ad does not explicitly detail the features, ingredients, or specific benefits of any product, rather it leverages the athlete's image to associate the brand with athletic success and physical fitness. The ad addresses purchase barriers by aligning the brand with professional endorsement, suggesting reliability and effectiveness for individuals striving for optimal performance. There is a water bottle in Coty Schock's hand, so it is possible that he is using 1st Phorm's hydration products. # Visual style The ad employs a clean, professional visual style typical of sports endorsements. The image is sharp and well-lit, focusing on the athlete and his equipment. The color palette is dominated by whites, blues, and blacks, creating a sense of energy and precision. # Hooks Headline: Coty Schock # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Associating with a high-performance athlete suggests the product provides superior support for demanding physical activities. # Benefits - Implied enhancement of athletic performance. # Features - Association with professional motocross athlete Coty Schock. # Call to action None used. # Social proof - Endorsement by Coty Schock, a professional motocross athlete, lending credibility to the brand. # Point of view - Brand: The ad presents 1st Phorm through the lens of an athlete's endorsement, aiming to convey a message of performance and reliability. # Storyline - The image opens with a professional motocross athlete, Coty Schock, as the central figure. He is shown standing next to his motocross bike, suggesting a moment of rest or preparation. This aims to establish credibility by showcasing the athlete in his element. - The visual includes branding from 1st Phorm on the athlete's gear, as well as a water bottle being held by Coty Schock implying the product being endorsed is essential for athletic performance. This connection builds trust by aligning the brand with a respected figure in motocross.

# Ad summary A woman reviews 1st Phorm Magnesium Chocolate Sea Salt flavor. She explains that she mixes it into warm milk as a sweet treat before bed that helps calm her mind for a better quality of sleep. # Brand positioning 1st Phorm presents itself as a brand that provides high-quality magnesium supplement to help people relax and recover better before bed. It is positioned as a solution for those with a million things on their mind, providing both physical and mental relaxation. The brand emphasizes the quality of their products, ensuring that customers get the best possible results for a calm mind and better sleep. Additionally, the brand seems to align with a lifestyle that values both health and indulgence, allowing consumers to enjoy a sweet treat that fits into their macros. # Product 1st Phorm Magnesium in Chocolate Sea Salt flavor is a magnesium supplement designed to promote both physical and mental relaxation before bed. This product aims to improve the quality of sleep by calming the mind, making it easier to fall asleep. The supplement is presented as a sweet treat that tastes like hot chocolate, making it an enjoyable part of a nightly routine. It is specifically formulated to fit into one's macros, appealing to health-conscious individuals who track their nutritional intake. The ad highlights that taking it an hour or so before sleep makes a significant difference in sleep quality. # Visual style The ad has a UGC feel, filmed in a casual, dimly lit setting, suggesting a personal and relatable experience. The editing style is straightforward with static shots. The production quality is simple, supporting an authentic and user-generated tone. The pacing is consistent. # Hooks Spoken: 00:00–00:08 If you are like me and you have a million things on your mind before you go to bed and you're wanting to recover better, Text overlay: 00:00–00:08 If you are like me and you have a million things on your mind before you go to bed and you're wanting to recover better, Visual: 00:00–00:08 A woman with long wavy brown hair, wearing a light blue hoodie, stands in front of a dark gray wall. She holds two mugs and a white container with blue lettering. The camera is stationary, capturing her from the chest up, with dim lighting. # Funnel stage Middle of funnel (Consideration) # Pain points Having a million things on your mind before bed, making it difficult to relax and recover properly. # Value propositions - Sweet treat before I go to sleep that fits into my macros. - The magnesium supplement is the best way to relax before you go to sleep for the night # Benefits - Helps you physically relax - Helps out with that mental relaxation before bed - Makes the biggest difference with the quality of sleep I can get just because my mind can be calm - Fits into my macros of course - Best way to relax before you go to sleep for the night. # Features - Magnesium supplement - Chocolate Sea Salt flavor # Call to action None used. # Social proof - “I take it an hour or so before I go to sleep and I'm telling you it makes the biggest difference with the quality of sleep I can get just because my mind can be calm. I can just fall asleep a lot easier. So this is what I do every single night.” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is directly addressing the audience. # Storyline - 00:00–00:08 00:00–00:08 The creator introduces the problem of having a million things on your mind before bed and wanting to recover and relax better. This sets the stage for presenting a solution. - 00:08–00:18 00:08–00:18 The creator introduces 1st Phorm's Magnesium as the solution, highlighting that it helps with both physical and mental relaxation before bed. This presents the product as the answer to the problem mentioned earlier. - 00:18–00:29 00:18–00:29 The creator shares her personal experience of taking the magnesium an hour before sleep, emphasizing the improved quality of sleep she experiences due to a calmer mind. This adds a personal touch and builds trust by sharing firsthand benefits. - 00:29–00:39 00:29–00:39 The creator shares that she loves the chocolate sea salt magnesium and mixes it into warm milk, describing it as the best-tasting thing ever that tastes just like hot chocolate. This emphasizes the enjoyment of the product and positions it as a delicious treat. - 00:39–00:47 00:39–00:47 The creator reinforces that it’s the perfect sweet treat before bed, fits into her macros, and it’s the best way to relax before sleep. This reiterates the benefits of the product, highlighting both its effectiveness and health-conscious appeal.

# Ad summary This ad promotes 1st Phorm's brand new Coconut Chocolate Chip Whole Food Protein Bars. The ad features the protein bar, a stack of cookies, a halved coconut, and coconut shavings. # Brand positioning 1st Phorm is presented as a brand focused on providing high-quality, nutritious protein bars made with whole food ingredients. The brand aims to occupy a space in the consumer's mind as a provider of healthy and delicious snacks that support an active lifestyle. The brand aligns with values of fitness, health, and convenience, offering a guilt-free indulgence for those seeking a protein boost. The brand positions itself as a provider of protein bars made with real food ingredients, appealing to health-conscious consumers who prioritize natural and wholesome options. # Product The featured product is 1st Phorm's brand new Coconut Chocolate Chip Whole Food Protein Bar. It is a protein bar made with whole food ingredients, offering 15g of protein per bar. The bar is designed for individuals seeking a convenient and nutritious snack option to support their active lifestyle. The bar is coconut chocolate chip flavored. The packaging clearly states the brand name, product name, flavor, and net weight (2.12oz or 60g). The ad emphasizes the use of whole food ingredients, suggesting a healthier alternative to traditional protein bars. The product is presented as a delicious and guilt-free way to boost protein intake. # Visual style The ad features a product-focused visual style with a clean and bright aesthetic. The production quality appears to be high, with studio-shot lighting and careful attention to detail. The visual motifs include natural elements like coconuts and almonds, which reinforce the 'whole food' concept. The image treatment includes color grading to enhance the vibrancy of the colors and create a visually appealing image. The typography is large and bold, making it easy to read and scannable in-feed. # Hooks Headline: COCONUT CHOCOLATE CHIP # Funnel stage Awareness # Pain points None used. # Value propositions - Whole food ingredients for a healthier alternative - 15g of protein per bar for a protein boost # Benefits - Convenient and nutritious snack option - Delicious and guilt-free way to boost protein intake # Features - WHOLE FOOD PROTEIN BARS - 15g PROTEIN # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its new product and highlighting its key features and benefits. # Storyline - The ad opens by announcing the launch of 1st Phorm's brand new Coconut Chocolate Chip Whole Food Protein Bars. This is intended to grab the viewer's attention and introduce the new product. The brand is telling the audience about its latest offering. - The ad showcases the protein bar alongside a halved coconut, coconut shavings, and a stack of cookies. This is intended to highlight the natural ingredients and delicious flavor of the protein bar. The brand is visually demonstrating the product's key attributes. - The ad emphasizes the protein content (15g) and whole food nature of the bar. This is intended to communicate the nutritional benefits and appeal to health-conscious consumers. The brand is providing key product information to persuade the viewer.

# Ad summary A blonde influencer in a kitchen setting shares her experience with 1st Phorm FORMULA-1 Clear Rainbow Sherbert protein powder. She expresses excitement upon receiving the product, emphasizes its appealing smell and nutritional benefits, and demonstrates its use in a shaker bottle. She also shares her personal experience with consistent post-workout protein consumption, noting improved muscle retention and reduced soreness. After trying the prepared shake, she enthusiastically approves its flavor, comparing it to ice cream, and encourages viewers to click the provided link to purchase the product. # Brand positioning 1st Phorm is presented as a brand catering to fitness-conscious individuals seeking effective and convenient nutritional supplements. The brand aligns with an active and healthy lifestyle, emphasizing performance and recovery. The brand positions itself within the sports nutrition market and differentiates itself with its clear protein formulas and appealing flavors. The positioning is both functional (muscle building, recovery) and emotional (enjoyable taste, refreshing post-workout experience). # Product 1st Phorm FORMULA-1 Clear Rainbow Sherbert is a post-workout protein powder designed to aid muscle building and recovery. Marketed towards active individuals, each serving contains 22 grams of protein and 90 calories. The clear formula aims to offer a refreshing alternative to traditional protein shakes, and the rainbow sherbert flavor provides an enjoyable taste experience. The protein powder is intended for post-workout consumption, offering benefits such as improved muscle retention and reduced soreness. The product comes in a multi-serving bag with a resealable closure and includes a measuring scoop. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean kitchen setting. Editing is minimal, with static shots and smooth transitions. The pacing is consistent, with a conversational tone throughout. The camera is stationary throughout the ad and primarily uses waist-up framing. # Hooks Spoken: Female 1: What's up y'all? I just came back from a workout and this was sitting on my doorstep, I am so excited about it. Visual: 00:00–00:02 A blonde woman in a black athletic outfit stands in a bright kitchen with white cabinets and countertops. She smiles and gestures to a gold and green bag of 1st Phorm FORMULA-1 Clear Rainbow Sherbert protein powder on the counter to her right, as well as a black 1st Phorm shaker bottle. / 00:02–00:07 The woman holds up the bag of 1st Phorm FORMULA-1 Clear Rainbow Sherbert protein powder and smiles. The camera is stationary and waist-up framing is used. The background remains consistent with white cabinets and countertops. # Funnel stage Consideration # Pain points Post-workout muscle soreness can hinder fitness progress and daily comfort. “I'm way less sore. I feel so much better for my next workout.” # Value propositions - The 22 grams of protein and 90 calories help to build lean muscle. - The product provides fast workout recovery. - The sherbert flavor is more desirable than other protein powders. # Benefits - Body holds that lean muscle overall so much better - I'm way less sore - I feel so much better for my next workout # Features - 22 grams of protein - 90 calories - Rainbow Sherbert flavor # Call to action Click the link below to get yours today. # Social proof - “Ever since I started being consistent with drinking post workout right after my workout, I have noticed that my body just holds that lean muscle overall so much better. I'm way less sore. I feel so much better for my next workout.” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is communicated from the perspective of an enthusiastic product user sharing her personal experience. # Storyline - 00:00–00:08 The influencer begins by expressing her excitement about a package she received. - 00:08–00:15 She reveals the product to be 1st Phorm FORMULA-1 Clear Rainbow Sherbert protein powder and expresses her enthusiasm to try it. - 00:15–00:20 She highlights the product's nutritional benefits, mentioning the 22 grams of protein and 90 calories per serving. - 00:20–00:25 She states that she drinks the product after every workout, because it's so refreshing. - 00:25–00:28 She considers the possibility of making Ninja Creamis with the product. - 00:28–00:40 The influencer describes the positive impact of consistent post-workout protein consumption on her muscle retention and recovery. - 00:40–00:45 She performs a taste test of the prepared shake. - 00:45–00:52 She expresses surprise and delight at the flavor, comparing it to ice cream and emphasizing its deliciousness. - 00:52–00:54 She provides a call to action, urging viewers to click the link to purchase the product.

# Ad summary This ad showcases 1st Phorm's Phormula-1 protein powder, emphasizing its quality, purity, and integrity through independent testing. The visual style is clean and emphasizes trust in the product. # Brand positioning 1st Phorm positions itself as a provider of high-quality supplements, focusing on the quality, purity, and integrity of their products. The brand aims to occupy the space of a trustworthy and reliable source for nutritional supplements. By emphasizing independent testing, 1st Phorm pushes against the norm of unregulated or poorly tested supplements and positions itself as a brand that values transparency and customer safety. The brand positioning is functional, focusing on the performance and quality of its products to build trust with its customers. # Product The advertised product is 1st Phorm's Phormula-1 Pure Whey Protein Isolate in chocolate milkshake flavor. The product is a protein powder designed for creating protein shakes and is aimed at individuals looking to supplement their protein intake. Explicit details include it being a pure whey protein isolate, implying high quality and purity. The ad addresses purchase barriers by highlighting that Phormula-1 is independently tested to verify quality, purity, and integrity. The advertisement intends to show the viewer that this protein powder is a reliable and trustworthy choice. # Visual style The ad has a clean and professional visual style. The product is well-lit and the background is simple, drawing focus to the protein powder. The color palette is limited to white, teal, orange, and shades of gray, creating a cohesive and trustworthy appearance. The use of a certification badge adds a layer of credibility, while the overall design avoids excessive visual clutter. # Hooks Headline: PROTEIN YOU CAN TRUST # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of consumers being skeptical about the quality and purity of protein supplements, which can be a barrier to purchase. The text "PHORMULA-1 IS INDEPENDENTLY TESTED TO VERIFY QUALITY, PURITY, AND INTEGRITY" indicates that consumers may worry about the reliability and safety of such products. # Value propositions - PHORMULA-1 IS INDEPENDENTLY TESTED TO VERIFY QUALITY, PURITY, AND INTEGRITY # Benefits - VERIFY QUALITY, PURITY, AND INTEGRITY # Features - PURE WHEY PROTEIN ISOLATE # Call to action None used. # Social proof - NSF CERTIFIED SPORT # Point of view - Brand: The brand name, product image, and claims about quality, purity, and integrity convey the brand's message about its product. - External source: The "NSF CERTIFIED SPORT" badge indicates an endorsement from a third-party certification organization, adding credibility to the product's claims. # Storyline - The ad begins by highlighting the brand name, 1st Phorm, to establish the source and build brand recognition. The brand is telling the audience about the product. - Next, the ad emphasizes the message that this is a "PROTEIN YOU CAN TRUST", reinforcing the brand’s commitment to quality and reliability. This aims to instill confidence in potential customers. The brand is telling the audience about its product. - The ad displays the Phormula-1 protein powder, visually anchoring the product being advertised. The visual is intended to show exactly what the product looks like. The brand is telling the audience what product is for sale. - The ad highlights the “NSF CERTIFIED SPORT” badge, reinforcing the product's credibility and suitability for athletes. This is to reassure that the product meets high standards. A third-party, the NSF, is telling the audience that they have certified the product. - Finally, the bottom text states, "PHORMULA-1 IS INDEPENDENTLY TESTED TO VERIFY QUALITY, PURITY, AND INTEGRITY," ensuring customers that the product meets stringent standards. The brand is telling the audience about its product.

# Ad summary This image ad promotes 1st Phorm's Phormula-1 Clear whey protein isolate, highlighting its benefits such as being lactose-free, sugar-free, gluten-free, and having no thick texture. The ad features the protein powder packaging and a shaker bottle, emphasizing the refreshing and clear nature of the protein. # Brand positioning 1st Phorm is presented as a brand committed to health and fitness, with a focus on providing high-quality supplements that cater to health-conscious consumers. The brand aims to occupy a space in the consumer's mind as a provider of clean, easily digestible protein. The absence of lactose, sugar, and gluten suggests a focus on purity and digestibility, aligning with a lifestyle that prioritizes clean eating and optimal fitness performance. The brand appears to ignore category norms around taste additives, with an explicit focus on clear and light protein that is easy to digest. # Product The product is 1st Phorm's Phormula-1 Clear whey protein isolate, specifically the Tropical Punch flavor. It is designed as a light and refreshing protein drink that supports muscle building, recovery, and advanced nutrition. The protein is notable for being lactose-free, sugar-free, and gluten-free. The ad also highlights that each serving contains 22g of protein and 5g of BCAA. It is targeted towards individuals seeking a clean and easily digestible protein source, and addresses the purchase barrier of traditional protein shakes being too thick or difficult to digest. The inclusion of 'Tropical Punch' suggests a refreshing taste profile. # Visual style The ad utilizes a clean, minimalist visual style with a focus on product clarity. The background is plain white, ensuring the product and text stand out. The product is well-lit and sharply focused, enhancing its visual appeal. The overall look is modern and functional. # Hooks Headline: NO LACTOSE. NO SUGAR. NO GLUTEN. NO THICK TEXTURE. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that some consumers experience discomfort or dislike the thick texture associated with traditional protein shakes. # Value propositions - Lactose-free, sugar-free, and gluten-free clear whey protein isolate provides a refreshing and easily digestible protein source. - 22g of protein and 5g of BCAA supports muscle building, recovery, and advanced nutrition without the thick texture of traditional protein shakes. # Benefits - Refreshing - Supports Muscle Building - Supports Recovery - Advanced Nutrition - Juice-like Taste & Texture - Easily digestible # Features - No Lactose - No Sugar - No Gluten - No Thick Texture - 22g of Protein - 5g BCAA - Clear Whey Protein Isolate - Juice-like Taste & Texture - Easily digestible - Supports Muscle Building • Recovery • Advanced Nutrition # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad presents the product and its benefits from the brand's perspective, emphasizing the unique features and value proposition of 1st Phorm's Phormula-1 Clear whey protein isolate. # Storyline - The ad starts by highlighting the key benefits of the product: no lactose, no sugar, no gluten, and no thick texture. The intention here is to immediately grab the attention of health-conscious consumers who are sensitive to these ingredients or dislike thick protein shakes. The perspective is from the brand, clearly stating what it offers to the customer. - The ad then showcases the product packaging next to a shaker, visually reinforcing the 'light and refreshing' nature of the Phormula-1 Clear whey protein isolate. The purpose is to provide a visual confirmation of the product's branding and the ingredients that make up the protein powder. This is shown from the product's perspective. - The ad concludes by emphasizing the high protein content (22g) and the refreshing aspect of the clear protein. The ad seeks to reinforce a key selling point. This final claim is from the brand.

# Ad summary This ad features a woman drinking a protein shake after a workout. The ad aims to highlight the benefits of using protein to restore carbs and fuel recovery. # Brand positioning The brand presents itself as a provider of supplements for athletes and fitness enthusiasts focused on optimizing their performance and recovery. The brand seems to value results and is positioned for individuals committed to intense physical training and achieving peak condition. The brand emphasizes the importance of recovery through its product offerings, signaling its relevance in a market where both performance and post-workout care are prioritized. The brand appears to prioritize a functional approach to fitness and nutrition, targeting consumers who view supplements as tools for enhancing their training regimen. # Product The ad features two distinct products: the blue container of "FORMULA-1" and the blue container of "IGNITION." While both supplements are designed to optimize physical recovery, they may serve slightly different functions. "FORMULA-1" is shown in a larger container, which suggests it might be a core recovery product, potentially focusing on muscle repair and overall replenishment. "IGNITION," in a smaller container, may be a targeted supplement designed to ignite or accelerate the recovery process, potentially for immediate post-workout use or for specific needs like carb restoration. The ad communicates that both supplements are essential components of a comprehensive recovery strategy, targeting athletes or fitness enthusiasts who seek advanced and precise nutritional support. This combined approach suggests that the brand prioritizes a comprehensive and staged recovery process, addressing different aspects of post-exercise recovery to enhance overall results. # Visual style The ad features a high production quality with a focus on fitness and athleticism. The visual motifs include a clean and minimalist layout, bold typography, and a focus on the subject. The image treatment includes color grading to enhance the contrast and texture. It mimics platform-native style. This style impacts scannability by drawing the viewer's eye to key elements like the headline and product benefits, while the high production quality enhances the perceived value and credibility of the brand. # Hooks Headline: RECOVER FASTER. # Funnel stage Middle of funnel (Consideration) # Pain points Slow recovery and muscle repair after intense workouts. # Value propositions - Restore carbs and fuel recovery for faster rebuilding of muscles. # Benefits - RECOVER FASTER - REBUILD SOONER # Features - RESTORE YOUR CARBS - FUEL YOUR RECOVERY # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman drinking from a shaker bottle after a workout represents a customer interacting with the product, showing how the product fits into a post-workout routine. - Brand: All other text elements and product shots represent the brand's perspective, aiming to communicate product benefits and encourage purchase. # Storyline - The ad starts by claiming "RECOVER FASTER." The intention is to hook the audience's attention and suggest a solution to a common problem athletes face which is a slow recovery. The brand is establishing a sense of urgency and immediately positioning the product as a means to improve the recovery process. - The ad features an image of a woman drinking from a shaker bottle after a workout. The woman is posed as if she is a customer, showing how the product fits into a post-workout routine. - The ad highlights key benefits: "RESTORE YOUR CARBS" and "FUEL YOUR RECOVERY". The brand is directly communicating the functional advantages of the product, emphasizing its ability to replenish energy stores and aid in muscle recovery. - The ad ends by saying "REBUILD SOONER." This is an extension of the initial message, suggesting that the product not only aids in recovery but also speeds up the process of muscle rebuilding. The brand is trying to reinforce the overall value proposition: faster and more effective recovery and muscle repair, which is valuable to athletes and fitness enthusiasts.

# Ad summary This image ad promotes 1st Phorm's Phormula-1 protein powder as a delicious and trustworthy solution for muscle recovery and overall health, featuring a jar of chocolate milkshake flavored powder with emphasis on quality and taste. # Brand positioning 1st Phorm is presented as a premium brand of protein powder, positioning itself as a trustworthy source of quality supplements for athletes and fitness enthusiasts. The brand emphasizes both performance and flavor, suggesting that consumers don't have to sacrifice taste for effectiveness. By highlighting the 'NSF Certified Sport' label, 1st Phorm underscores its commitment to quality, safety, and reliability, aiming to occupy a space in the consumer's mind as a brand that can be trusted for clean and effective supplementation. This positioning ignores the norm of sacrificing flavor for gains in the protein powder market, offering instead a product that is both functional and enjoyable. # Product Phormula-1 is a pure whey protein isolate powder by 1st Phorm designed to aid in muscle recovery and overall health for athletes and fitness enthusiasts. The advertised flavor is chocolate milkshake, described as having natural and artificial flavors. It is packaged in a white jar with a blue 1st Phorm logo. The product highlights its 'NSF Certified Sport' certification, emphasizing its commitment to quality and safety. The net weight of the protein powder is 1.98 lbs (896g). This product is worth trying or buying because it is presented as a trustworthy and delicious protein option that doesn't compromise on quality. # Visual style The ad employs a studio-shot aesthetic with a focus on product clarity and appetizing presentation. The use of dark backgrounds and selective lighting creates a dramatic effect, highlighting the protein powder jar and chocolate elements. The composition is clean and balanced, drawing the viewer's eye to the key elements. The color scheme is primarily dark, with the white jar and blue accents of the brand logo providing contrast. This visual style feels premium and trustworthy. # Hooks Headline: PROTEIN YOU CAN TRUST. FLAVORS YOU'LL LOVE. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the consumer frustration that many protein powders are not trustworthy or they don't taste good. 'PROTEIN YOU CAN TRUST. FLAVORS YOU'LL LOVE.' # Value propositions - The product has protein you can trust, communicated by its inclusion of pure whey protein isolate and NSF certification. - Delicious flavors (chocolate milkshake, natural & artificial flavors). # Benefits - Protein you can trust - Flavors you'll love # Features - Pure whey protein isolate - Chocolate milkshake (natural & artificial flavors) # Call to action None used. # Social proof - NSF Certified Sport # Point of view - Brand: The ad copy and the visuals showcasing the product and its certification reflects the brand's perspective, aiming to communicate the product's quality and trustworthiness. # Storyline - The ad opens by showcasing the 1st Phorm brand logo and the declaration, "PROTEIN YOU CAN TRUST. FLAVORS YOU'LL LOVE." This immediately establishes the brand's value proposition, assuring the audience of the product's reliability and enjoyable taste. The brand is telling this part of the story to present themselves as a reliable source for protein and to emphasize the flavor. - The focal point of the ad is the jar of Phormula-1 protein powder, prominently displayed alongside chocolate pieces and powder. This visually reinforces the flavor profile of the product and suggests its integration with real, indulgent ingredients. The brand uses this visual to emphasize the delicious flavor of the protein powder. - The NSF Certified Sport seal is highlighted on the side of the jar, adding another layer of credibility by assuring customers that the product has been tested for banned substances and contaminants. This reinforces the brand's trustworthiness and quality assurance, telling the customer that this product is safe.

# Ad summary This ad showcases 1st Phorm protein sticks and highlights the flavors, nutritional value, and where to purchase them. # Brand positioning 1st Phorm is presented as a brand focused on providing high-quality protein snacks for active individuals who want to fuel their bodies properly. The ad emphasizes convenience and taste. The brand is positioned as a provider of nutritious, on-the-go options, aligning with a lifestyle of fitness and well-being. This brand aims to occupy the space of a reliable and tasty source of protein for those prioritizing health and fitness. The brand promotes a functional benefit, performance, through their protein products. 1st Phorm aims to be the go-to choice for individuals seeking convenient and effective protein solutions, and their products are presented as a way to easily integrate protein into a daily routine. # Product The ad features 1st Phorm protein sticks, which are described as a convenient and tasty way to fuel the body with 18g of protein. The product is aimed at people who lead active lifestyles and need a quick, on-the-go protein source. The ad highlights the 'Original Smokehouse' flavor. The product is presented as an easy solution for getting enough protein, whether at home, at the gym, or on the move. These are meat sticks that come in individual packaging for convenience. # Visual style The ad has a clean, polished aesthetic with bright, consistent lighting. The editing is simple with static shots. The production quality is high-end commercial style. The pacing is slow, with cuts every few seconds, maintaining a consistent rhythm throughout the ad. # Hooks Text overlay: FUEL RIGHT. Visual: 00:00–00:00: A white 1st Phorm logo is displayed against a teal background. / 00:00–00:02: A bird’s-eye view shows a 1st Phorm protein stick in its white and teal packaging, surrounded by pieces of sausage and spices scattered on a teal surface. The camera is static. # Funnel stage Awareness # Pain points None used. # Value propositions - Convenient on-the-go protein source - High protein content (18g) - Easy to purchase at HyVee # Benefits - Fuel right. - Feel right. # Features - 18G protein - Original Smokehouse flavor # Call to action SHOP AT HyVee. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product benefits and purchase options. # Storyline - 00:00–00:00 The 1st Phorm logo is displayed. - 00:00–00:02 00:00–00:02: A protein stick is shown surrounded by pieces of sausage and pepper. - 00:02–00:03 00:02–00:03: The words "18G PROTEIN" appear over a grill with flames. - 00:03–00:09 00:03–00:09: Multiple protein sticks are displayed next to the protein stick packaging. Text on the screen reads, "FUEL RIGHT. FEEL RIGHT. SHOP AT HyVee."

# Ad summary This ad features a blonde-haired woman discussing the benefits of 1st Phorm's Formula-1 Clear Protein for muscle soreness, sharing a client's testimonial and highlighting the product's taste and digestive ease. # Brand positioning 1st Phorm is presented as a brand focused on post-workout recovery, particularly muscle soreness relief. The brand aims to occupy a space in the consumer's mind as a provider of effective and palatable solutions for athletes and fitness enthusiasts. It aligns with a lifestyle of consistent training and values, promoting the importance of muscle care. The brand positions itself as offering products that taste great and are easy on the stomach, pushing against the norm of protein supplements that can be unpalatable or cause digestive discomfort. The brand positioning is both functional (muscle recovery, digestive ease) and emotional (satisfaction with taste, confidence in product effectiveness). # Product 1st Phorm Formula-1 Clear is a post-workout recovery supplement designed to alleviate muscle soreness. The product is presented as suitable for anyone who experiences muscle soreness after working out, emphasizing the importance of muscle care after exercise. The ad highlights that the product tastes great and is easy on the tummy, indicating it addresses concerns about taste and digestive issues commonly associated with protein supplements. It's described as a "light refreshing clear whey protein isolate". The product helps with post-workout recovery, and a client testimonial in the ad stated it really helped with their muscle soreness. The presenter highlights the "strawberry" flavor. # Visual style The ad has a polished UGC feel, with natural lighting and a clear focus on the presenter and the product. The editing style is straightforward with static shots, and smooth transitions. The production quality feels like a hybrid, combining elements of a polished commercial with the authenticity of user-generated content. The pacing is consistent, with cuts timed to key voiceover lines. # Hooks Spoken: Female 1: Muscle soreness. You know what I'm talking about? Visual: 00:00–00:01: A blonde-haired woman wearing a black tank top is in a kitchen setting. She is standing behind a countertop with dark cabinets behind her. A black shaker bottle is on the left of the frame, and a red 1st Phorm bag is to the right. / 00:01–00:02: The camera maintains a consistent angle, while the presenter points at the shaker bottle. # Funnel stage Middle of funnel (Consideration) # Pain points Muscle soreness after working out, which can deter individuals from continuing their fitness routine. # Value propositions - Effective muscle soreness relief after workouts with great taste and easy digestion. # Benefits - Post-workout recovery - Helps muscle soreness - Tastes great - Easy on the tummy # Features - Light + Refreshing - Clear whey protein isolate - 22g Protein - 0g Sugar # Call to action Let me know # Social proof - "I took that and it really helps my muscle soreness" – Female 1 (Customer) # Point of view - Brand 100% – The presenter speaks directly to the audience about the product, client experience, and the importance of muscle recovery. # Storyline - 00:00–00:04 The presenter starts by describing the feeling of muscle soreness after a hard workout and relates to the viewer by asking, "You know what I'm talking about?" - 00:04–00:07 She continues to describe the challenge of moving after a hard workout, stating that you don't even want to take the next step into the gym. - 00:09–00:21 The presenter transitions to offering a solution and mentions a client who experienced relief from muscle soreness after trying 1st Phorm's Formula-1 Clear. This narrative beat sets up the product's benefit. - 00:21–00:24 She emphasizes her excitement about the client's positive feedback, highlighting the product's effectiveness. This response validates the product's claims and builds trust. - 00:27–00:37 The presenter explains the importance of taking care of your muscles after a workout and states that the product tastes great and is easy on the tummy. She further describes the product as a smooth summer drink. - 00:38–00:43 She concludes by pointing directly at the camera and offering assistance to those needing help with post-workout recovery and muscle soreness.

# Ad summary This ad promotes 1st Phorm Level-1 Protein Bars. It features close-up shots of the peanut butter flavored bar with the text overlay "FUEL RIGHT. FEEL RIGHT." It highlights that the protein bar contains 22g of protein, is gluten free, and has no artificial flavors. The ad then displays the 1st Phorm website and where their products can be purchased. # Brand positioning 1st Phorm is presented as a brand focused on providing high-quality protein bars that cater to health-conscious individuals. The brand emphasizes the importance of proper nutrition to fuel an active lifestyle. The brand places a strong emphasis on fitness and performance, as indicated by the focus on protein content and the slogan "#WEDOTHEWORK." # Product The featured product is the 1st Phorm Level-1 Protein Bar in the Peanut Butter Lover flavor. This protein bar is designed for individuals seeking a convenient and nutritious snack or meal replacement. It contains 22g of protein, is gluten-free, and has no artificial flavors, catering to health-conscious consumers. The bar is marketed as a way to "FUEL RIGHT. FEEL RIGHT." The use occasion shown or implied is for anyone looking for a tasty and healthy snack to fuel their body. # Visual style The ad has a polished, commercial aesthetic with bright, consistent lighting and a vibrant yellow background. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace. The visual motifs focus on close-ups of the protein bars and their ingredients, emphasizing texture and flavor. The pacing is upbeat, syncing with the music track. # Hooks Text overlay: #WEDOTHEWORK Visual: 00:00–00:00: A bright yellow screen displays the white 1st Phorm logo. / 00:00–00:01: Multiple 1st Phorm Level-1 Protein Bars in the Peanut Butter Lover flavor rotate against a yellow background. The packaging is primarily white with a blue accent and lists the product name and flavor. Loose peanuts are scattered around the bars. / 00:01–00:02: The camera zooms in closely on thick, creamy peanut butter. The texture is swirled, and the color is a rich, light brown. The text overlay "22G PROTEIN" appears in white, bold sans-serif font. / 00:02–00:03: Continuing the close-up of the peanut butter, additional text overlays appear in white, bold sans-serif font: "GF GLUTEN FREE" and "NO ARTIFICIAL FLAVORS." # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Level-1 Protein Bar offers a convenient and nutritious option for individuals seeking a high-protein, gluten-free snack without artificial flavors, positioning it as a health-conscious choice. # Benefits - Fuel right - Feel right # Features - 22g of protein - Gluten-free - No artificial flavors # Call to action SHOP AT Publix. # Social proof - None used. # Point of view - Brand 100% – The ad is told through the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:00 The ad opens with the 1st Phorm logo, establishing the brand identity and immediately introduces the product. - 00:00–00:02 00:00–00:02: The visual showcases multiple 1st Phorm Level-1 Protein Bars, emphasizing the peanut butter flavor. It creates product appeal and visual interest. - 00:02–00:03 00:02–00:03: The camera zooms in on the creamy texture of the peanut butter filling, highlighting a key ingredient and flavor profile. The text "22G PROTEIN" appears, emphasizing the nutritional value of the bar. - 00:03–00:04 00:03–00:04: Additional product benefits are showcased, including that the bar is "GF GLUTEN FREE" and has "NO ARTIFICIAL FLAVORS," addressing common consumer concerns about ingredients and dietary restrictions. - 00:04–00:09 00:04–00:09: A stack of sliced protein bars is displayed, covered in peanut butter, reinforcing the peanut butter flavor. The text "FUEL RIGHT. FEEL RIGHT." appears, promoting the idea that the bar supports overall well-being. The ad concludes by showing where the product can be purchased, driving consumer action.

# Ad summary A creator demonstrates how to use 1st Phorm Formula-1 Clear, a protein powder supplement that can be mixed on-the-go. She shows the product being mixed into a large cup of water as a quick and easy way to get protein. The ad targets busy moms and highlights the product's time-saving convenience. # Brand positioning 1st Phorm is presented as a convenient and effective nutritional supplement brand for individuals with busy lifestyles. It emphasizes solutions for on-the-go nutrition, framing its products as a way to bypass fast-food alternatives. The brand caters to health-conscious people, particularly busy moms, who seek quick, nutritious solutions without sacrificing taste or dietary requirements. The brand positioning is functional, highlighting convenience, nutrition, and taste. # Product 1st Phorm Formula-1 Clear is presented as a light and refreshing protein isolate powder designed for on-the-go consumption. It is suitable for individuals, especially busy moms, seeking a quick and convenient protein source. It is highlighted as fruity, light, and full of protein, and is a gluten-free advanced hydration, recovery, and amino acid product. The product addresses the barrier of time constraints and the need for healthy alternatives to fast food, and is positioned as a convenient way to avoid melted protein bars and missed meals. # Visual style The ad has a clean, casual, and approachable aesthetic, resembling user-generated content. The use of natural lighting and a static camera conveys authenticity. The editing is simple, with static shots and minimal transitions, creating a conversational tone. The production quality is polished, indicating a higher-end feel while still maintaining a UGC aesthetic. # Hooks Spoken: 00:00–00:04 With all the running around I do as a mom, I feel like I could add part-time Uber driver to my resume. Visual: 00:00–00:04 The shot shows a creator in her kitchen. The background features white cabinets, stainless steel appliances, and neutral countertops. The creator is fair-skinned, around 30 years old, wearing a white t-shirt, black athletic pants, and a white baseball cap. She is standing at a white kitchen island with a black metal tumbler with the brand's logo on it. She is scooping a white powder from a green and white bag into the tumbler. The camera is stationary and is at eye level. # Funnel stage Consideration # Pain points The central pain point is the challenge of maintaining a healthy diet while managing a busy lifestyle, especially for moms who are constantly running around and don’t have time to eat. # Value propositions - Convenient alternative to unhealthy fast food choices - Quick and easy protein source for busy individuals - Helps make healthier lifestyle choices # Benefits - Avoid fast food - Saves time - Prevents melted protein bars - Prevents missed meals - Keeps you full - Allows for a grown-up food decision later # Features - Light and refreshing protein isolate - Fruity flavors - Full of protein - Gluten-free - Advanced hydration, recovery, and amino acids # Call to action I will drop the link below so that you can check out all the flavors. # Social proof - "So many of you other moms keep telling me that this is your go-to at the soccer field or when you're just out and about playing mom taxi" - Female 1 (Creator) # Point of view - Customer 100% – The ad is communicated through the perspective of a customer, who is using and endorsing the product. # Storyline - 00:00–00:04 00:00–00:04 The creator explains that she is constantly running around and jokes she could add 'part-time Uber driver' to her resume. This introduces the busy lifestyle context and sets up the need for a quick solution. - 00:05–00:10 00:05–00:10 The creator states she is 'not about to let the drive through win today'. This sets up the problem of unhealthy fast-food choices when busy. - 00:10–00:21 00:10–00:21 She states that instead, she’s going to mix up the Formula 1 clear because it's light, fruity, and full of protein, positioning it as the 'MVP' of her on-the-go game plan. This transitions to the solution and highlights key product attributes. - 00:22–00:33 00:22–00:33 The creator emphasizes that Formula-1 Clear 'seriously saves me every single time,' preventing 'melted protein bars' and 'oops I forgot to eat moments'. She sets up the product as preventing the need for eating unhealthy options. This builds credibility by stating that the product solves common problems for busy moms. - 00:33–00:37 00:33–00:37 She says the protein powder 'keeps me full, buys me time to allow me to make an actual grown-up food decision later.' This emphasizes the benefit of satiety and informed food choices. - 00:38–00:44 00:38–00:44 The creator references other moms who use this product, saying this is their 'go-to at the soccer field or when you're just out and about playing mom taxi.' This leverages social proof by referencing widespread use among the target audience. - 00:45–00:54 00:45–00:54 She tells viewers 'If you are constantly running around like I am and you want something quick and easy and delicious, I will drop the link below'. This drives conversion by providing a direct CTA, prompting viewers to learn more and purchase. - 00:54–00:58 00:54–00:58 The creator adds 'If you want help choosing one, send me a message and I will shoot you over my favorite' ending with, 'cheers to no more melted protein bars at the bottom of my purse'. This reinforces the product's benefits and invites further engagement.

# Ad summary This ad promotes 1st Phorm protein sticks. The ad uses a stop motion style, showing different flavor options available for purchase at HyVee. # Brand positioning 1st Phorm is presented as a nutrition company focused on creating high-protein snacks and supplements. The brand promotes an active and health-conscious lifestyle, positioning itself as a go-to for convenient and nutritious snacks. They offer variety in their flavor options, suggesting accessibility for different taste preferences. # Product 1st Phorm Protein Sticks are individually packaged, high-protein snacks. Each stick contains 18 grams of protein. The ad showcases three distinct flavors: Original Smokehouse, Barbecue Seasoned, and Jalapeño Heat. The protein sticks are marketed as a convenient and flavorful way to incorporate more protein into one's diet. # Visual style The ad uses a stop motion style. The production quality appears polished with bright lighting. The ad uses quick cuts and a consistent pace. # Hooks Text overlay: 00:00–00:03 BARBECUE SEASONED / 00:00–00:03 JALAPEÑO HEAT Visual: 00:00–00:00 The 1st Phorm logo appears on a blue background. The logo is white, with a stylized "1" shape to the left of the words "1ST PHORM." / 00:00–00:01 A white package of Original Smokehouse 1st Phorm Protein Sticks drops into the frame on a blue background. The package is predominantly white, with the 1st Phorm logo in the upper left corner and "PROTEIN STICKS" stacked vertically. The package states "18G PROTEIN." To the right of the package are four small chunks of what appear to be the protein stick, and flecks of spices are scattered around. / 00:01–00:02 A white package of Barbecue Seasoned 1st Phorm Protein Sticks drops into the frame on a dark red background. The package is predominantly white, with the 1st Phorm logo in the upper left corner and "PROTEIN STICKS" stacked vertically. The package states "18G PROTEIN." To the right of the package are four small chunks of what appear to be the protein stick, flecks of spices, and a small container of what looks like barbecue sauce. / 00:02–00:03 A white package of Jalapeño Heat 1st Phorm Protein Sticks drops into the frame on a green background. The package is predominantly white, with the 1st Phorm logo in the upper left corner and "PROTEIN STICKS" stacked vertically. The package states "18G PROTEIN." To the right of the package are four small chunks of what appear to be the protein stick, slices of jalapeño, and cloves of garlic. # Funnel stage Awareness # Pain points None used. # Value propositions - 18G PROTEIN, snack strong # Benefits - None used. # Features - 18G PROTEIN # Call to action SHOP AT HyVee # Social proof - None used. # Point of view - Brand 100% – The ad presents a visually appealing product demonstration from the brand's perspective. # Storyline - 00:00–00:00 The 1st Phorm logo appears on a blue background. - 00:00–00:01 00:00–00:01 A white package of Original Smokehouse 1st Phorm Protein Sticks drops into the frame on a blue background. Small chunks of what appear to be the protein stick, as well as flecks of spices, are scattered around the package. - 00:01–00:02 00:01–00:02 A white package of Barbecue Seasoned 1st Phorm Protein Sticks drops into the frame on a dark red background. Around the package are scattered small chunks of what appear to be the protein stick, flecks of spices, and a small container of what looks like barbecue sauce. - 00:02–00:04 00:02–00:04 A white package of Jalapeño Heat 1st Phorm Protein Sticks drops into the frame on a green background. Around the package are scattered small chunks of what appear to be the protein stick, slices of jalapeño, and cloves of garlic. - 00:04–00:05 00:04–00:05 "18G PROTEIN" appears on a blue background. - 00:06–00:10 00:06–00:10 Three packages of 1st Phorm Protein Sticks in different flavors fall into the frame on a blue background. Chunks of protein sticks, sliced jalapeños, and garlic cloves are scattered around the packages. The text "SNACK STRONG" appears at the top and "SHOP AT HyVee" appears at the bottom.

# Ad summary This ad features 1st Phorm's Level-1 protein and collagen supplements in a limited-time Red Velvet Cake flavor, presented in a visually appealing setup with related dessert items. # Brand positioning 1st Phorm is positioned as a high-quality supplement brand focused on both protein and collagen products. The brand uses a sleek, modern aesthetic with a bold logo. It emphasizes combining the enjoyment of dessert flavors with the functional benefits of health supplements. The brand presents itself as a premium option for consumers who want to indulge in tasty flavors without compromising their nutritional goals. # Product The ad features two products: 1st Phorm Level-1 protein and 1st Phorm Collagen. Level-1 is a high-quality protein blend designed to support muscle recovery and overall protein intake. The Red Velvet Cake flavor is highlighted, offering a dessert-inspired taste experience. The product is presented in a large white tub with the brand's signature blue logo. 1st Phorm Collagen is also featured in Red Velvet Cake flavor, emphasizing its role in supporting healthy skin, hair, and nails. It's packaged in a smaller white tub, complementing the protein powder. Both products share the same flavor profile, creating a cohesive offering for consumers looking to enjoy a seasonal treat while meeting their fitness and wellness needs. # Visual style The ad employs a polished, studio-shot aesthetic with a focus on product presentation. Visual motifs include a thematic color scheme (red and white) to align with the Red Velvet Cake flavor, and a dessert-inspired setup to create a sense of indulgence. The image treatment involves careful lighting and background removal to highlight the products. The typography is large and bold, and the ad contrasts native platform styles to stand out in the feed. # Hooks Headline: RED VELVET CAKE # Funnel stage Middle of funnel # Pain points None used. # Value propositions - Enjoy the taste of Red Velvet Cake without compromising your nutritional goals. # Benefits - Enjoy a dessert-inspired taste - Support muscle recovery - Support healthy skin, hair, and nails # Features - High-quality protein blend - Collagen - Red Velvet Cake flavor # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is present in the brand logo placement at the top, which immediately establishes the ad's brand identity. - Customer: This POV is reflected in the presentation of the product alongside Red Velvet Cake-themed treats, appealing to their desire for indulgence. - Customer: This POV is further amplified by the scoop of protein powder, inviting viewers to imagine the product's texture and flavor from a first-person perspective. # Storyline - The ad opens by presenting the brand logo at the top, immediately establishing brand recognition. This starting point is from the brand's POV, and it conveys brand authority and introduces the product line being advertised. - Next, the ad introduces the Red Velvet Cake flavor of Level-1 protein and collagen, emphasizing the limited-time availability. This section aims to entice consumers with a seasonal, dessert-themed offering. This beat maintains the brand's POV, highlighting a special edition flavor that aligns with seasonal interests. - The ad showcases the protein and collagen tubs surrounded by Red Velvet Cake-themed cupcakes and a full cake, visually reinforcing the flavor profile and product use. This visual presentation appeals to the consumer's desire for indulgent flavors and reinforces the idea that these supplements can be a part of a balanced lifestyle. The story is told from a customer-centric POV, showcasing how the products fit into a lifestyle that includes enjoying treats without guilt. - Finally, the ad displays a scoop of the protein powder, allowing the viewer to imagine the texture and inviting them to indulge. This close-up shot aims to create a sensory connection, highlighting the product's appeal. This moment gives a first-person, customer POV, enabling them to visualize using the product and experiencing its flavor and texture.