How BUILT Advertises on Meta

# Ad summary This ad showcases Built protein bars, emphasizing their fluffy, chocolatey, and candy-like taste. The video features a person opening a box of Built Puff Brownie Batter protein bars and unwrapping one to reveal its texture and appearance. # Brand positioning Built is presented as a brand that offers protein bars that taste like candy. The brand aims to occupy a space in the consumer's mind where healthy eating doesn't mean sacrificing taste. The brand aligns with a lifestyle that enjoys treats but also values health and fitness. The brand pushes against the norm that protein bars have to taste bland or artificial, offering a more enjoyable and indulgent experience. The brand positioning is both functional (providing protein and collagen) and emotional (satisfying cravings with a candy-like taste). # Product The product featured is the Built Puff Brownie Batter protein bar. It is a protein bar that is described as fluffy, chocolatey, and tasting like candy. The product is for people who want a protein-rich snack that doesn't compromise on taste. The bar contains 17g of protein, collagen, and 140 calories. The USP is its candy-like taste combined with nutritional benefits. The ad shows the bar being unwrapped and its texture revealed, emphasizing its appealing appearance. The ad addresses the purchase barrier of protein bars often tasting unappetizing by highlighting the bar's delicious flavor. # Visual style The ad has a UGC feel with a handheld camera and slightly shaky footage. The production quality is decent, with bright and even lighting. The editing style is quick cuts, keeping the pace fast and engaging. The pacing is consistent throughout the ad, with cuts timed to the music beats. The overall aesthetic is casual and approachable, aligning with the intended tone of showcasing a delicious and accessible protein bar. # Hooks Text overlay: 00:00–00:11 / POV: you found a fluffy, chocolatey, protein bar that tastes like candy Visual: 00:00–00:02: Close-up shot of hands tearing open the wrapper of a Built protein bar. The background is a blurred view of a box of Built bars and some jewelry. The lighting is bright and even. The camera is handheld and slightly shaky, creating a POV feel. The product is the focus, with the hands interacting with it. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is that many protein bars taste unappetizing or artificial. This is implied through the text overlay "POV: you found a fluffy, chocolatey, protein bar that tastes like candy," suggesting that finding a protein bar that tastes good is a rare and desirable experience. # Value propositions - Candy-like taste combined with nutritional benefits - Protein bar that doesn't compromise on taste # Benefits - Tastes like candy - Protein-rich snack - Nutritional benefits # Features - Fluffy - Chocolatey - 17g protein - Plus collagen - 140 calories # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer opening and showcasing the product. # Storyline - 00:00–00:02 The ad opens with a close-up of hands tearing open the wrapper of a Built protein bar. - 00:00–00:02 The focus is on the texture and the act of unwrapping, creating anticipation. - 00:00–00:02 The perspective is from someone excited to reveal the treat inside, conveyed through the close-up and deliberate action. - 00:00–00:02 The tone is playful and eager. - 00:02–00:04 The narrative progresses to show a box of Built protein bars being opened, with multiple bars spilling out. - 00:02–00:04 This emphasizes abundance and availability, suggesting the product is readily accessible. - 00:02–00:04 The perspective remains from someone excited about the product, now showcasing the quantity available. - 00:02–00:04 The tone is enthusiastic and celebratory. - 00:04–00:08 The ad continues with a close-up of a hand holding and unwrapping a Built protein bar. - 00:04–00:08 The focus is on the bar's appearance and texture as it is revealed. - 00:04–00:08 The perspective is from someone showcasing the product's appealing qualities. - 00:04–00:08 The tone is appreciative and inviting. - 00:08–00:11 The ad concludes with various close-up shots of the Built protein bars and their packaging. - 00:08–00:11 This reinforces the product's branding and highlights its key features. - 00:08–00:11 The perspective is from the brand, showcasing the product in an appealing manner. - 00:08–00:11 The tone is promotional and informative.

# Ad summary This ad showcases Built protein bars and aims to attract brownie batter lovers by highlighting the bar’s protein content and low calorie count. The ad features someone filling a drawer with these Built protein bars and points out the nutritional information in the text overlay. # Brand positioning Built promotes itself as a protein-rich snack option that doesn't compromise on taste. The brand emphasizes its alignment with health-conscious individuals seeking guilt-free indulgences. Built positions itself as a functional brand catering to those who want to enjoy dessert-like flavors while adhering to dietary goals. The brand challenges the notion that healthy snacks must be bland or unsatisfying, offering a balance of nutrition and enjoyable taste in a convenient, on-the-go format. # Product The Built protein bar is a snack designed for individuals looking to increase their protein intake while managing their calorie consumption. Specifically, this ad showcases the Brownie Batter flavor of Built Puffs, with each bar containing 17g of protein and only 140 calories. This bar caters to brownie batter lovers seeking a healthier alternative to traditional desserts. It is also marketed as a protein snack. # Visual style The ad has a clean and simple aesthetic, resembling user-generated content. The video uses static shots and minimal transitions, with a focus on showcasing the product clearly. The lighting is soft and natural, lending a bright and inviting feel to the visuals. The editing style is straightforward, with a smooth rhythm that emphasizes the product and its features. The pacing is moderate, allowing viewers to take in the information presented. # Hooks Spoken: 00:00–00:03: Brownie batter lovers, meet your new fav protein snack. Text overlay: 00:00–00:03: brownie batter lovers, meet your new fav protein snack Visual: 00:00–00:02: A hand opens a white drawer. Inside the drawer, there are a few Built brand protein bars. The hand places several more bars into the drawer, stacking them neatly. The camera framing is a medium shot from above, looking down into the drawer. Lighting appears soft and diffused. / 00:02–00:03: The drawer is being filled with Built protein bars. # Funnel stage Awareness # Pain points This ad solves the problem of wanting to enjoy brownie batter without the guilt of high calories and low nutritional value. "Brownie batter lovers" implies a desire for the taste of brownie batter. # Value propositions - This is a brownie batter flavored protein bar. - 17g of protein and only 140 calories. # Benefits - New fav protein snack # Features - 17g protein - 140 calories # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:00 The ad begins by showcasing a drawer being opened, revealing it is nearly empty, and implies that the viewer has a desire for the product being featured. - 00:00–00:03 00:00–00:03: The creator fills the drawer with Built protein bars. This action conveys the idea that the viewer can stock up on these bars and have them readily available whenever they want a protein snack. The perspective is from the brand, showcasing its product. - 00:03–00:07 00:03–00:07: The ad highlights the nutritional information, specifically the protein and calorie content. This conveys that the bars can be a guilt-free indulgence. This is shown from a brand perspective.

# Ad summary The ad features a commercial for Built Puff protein bars. The commercial uses animations and actors to display how peanut butter and chocolate make a fluffy and tasty bar, that is packed with protein and collagen. It features a family enjoying the bars at home. # Brand positioning Built aims to occupy a space in the consumer's mind as a protein bar that is both healthy and delicious. The brand emphasizes the combination of classic dessert flavors with added protein and collagen, appealing to health-conscious consumers who do not want to sacrifice taste. Built aligns with a lifestyle of health and wellness, promoting guilt-free indulgence. The brand pushes against the norm of boring or bland protein bars, positioning itself as an exciting and flavorful alternative. The brand positioning is both functional (high protein, collagen) and emotional (satisfying cravings, enjoyable taste). # Product Built Puff protein bars are a line of protein bars that deliver a satisfying dessert taste in a healthier format. The Peanut Butter Cup flavor combines smooth, creamy peanut butter with chocolate. Each bar contains 17g of protein plus collagen, providing a nutritious boost. The bars come individually wrapped. They aim to address the purchase barrier of protein bars not tasting good. The ad highlights that the Built Puff bars are fluffy, chocolaty, and packed with protein, making them an appealing option for those seeking a guilt-free treat. The ad also showcases the Cookies 'N Cream and Coconut flavors. # Visual style The ad has a polished, commercial aesthetic with a playful tone. It combines CGI animation with live-action footage, creating a hybrid feel. The animated sections are bright and whimsical, while the live-action shots are well-lit and staged. Quick cuts and upbeat music contribute to a fast-paced rhythm. The editing style includes smooth transitions between scenes, enhancing the overall professional feel. The pacing is relatively consistent, maintaining a lively energy throughout the ad. The visual effects and product actions are often timed to the music beats, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00–00:11: First, there was smooth, creamy peanut butter, and then, boom, chocolatey goodness. They came together in sweet, fluffy perfection. Visual: 00:00–00:01: A bright orange Built Puff Peanut Butter Cup slowly rotates in the center of the frame. The wrapper is partially peeled away, revealing the interior. Light brown peanut butter and chocolate textures are visible. The packaging lists "BUILT," "Puff," "Peanut Butter Cup," "150 Calories," and "17g Protein Plus Collagen." The background is a blurry, warm orange tone. / 00:01–00:04: An animated white blob wearing a brown cowboy hat and holding two spoons "rides" a wave of smooth, golden peanut butter in a clear jar. The background is a bright orange sky with floating peanut butter jars and peanut butter mountains. / 00:04–00:07: Various animated white blobs wearing goggles and scarves stand on chocolatey ground, surrounded by peanut butter jars and chocolate mountains. Some fly in the orange sky using airships made of chocolate cups. The blobs’ accessories are brown. / 00:07–00:11: Chocolate cups descend with parachutes onto the animated scene of chocolate mountains and peanut butter jars. Animated blobs are displayed on the ground. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that many protein bars don't taste good, so people avoid them. The ad conveys this by introducing the protein bar as a tasty product. # Value propositions - Combining smooth, creamy peanut butter and chocolatey goodness results in a sweet, fluffy perfection. - 17g of protein plus collagen provides the consumer with a health boost. # Benefits - Sweet, fluffy perfection - Packed with protein - Packed with collagen # Features - Smooth, creamy peanut butter - Chocolatey goodness - 17g of protein - Plus collagen - 150 Calories # Call to action None used. # Point of view - Customer 35% – The customer POV is communicated through the display of the protein bar being enjoyed at home by a family. - Brand 65% – The brand's POV is communicated through displaying the different flavors and brand advertisements. # Storyline - 00:00–00:01 00:00–00:01: A rotating close-up of the Built Puff Peanut Butter Cup bar is shown. - 00:01–00:04 00:01–00:04: A cartoon with a cowboy hat and spoons on his hands is shown riding a wave of peanut butter. This is from the brand's POV. - 00:04–00:11 00:04–00:11: Other cartoons are shown, with goggles on, in a chocolatey scene. Chocolate cups descend using parachutes. This is from the brand's POV. - 00:11–00:14 00:11–00:14: A woman tastes the bar and smiles. This is from the customer's POV. - 00:14–00:16 00:14–00:16: A man is shocked after tasting the protein bar. This is from the customer's POV. - 00:16–00:17 00:16–00:17: The man's hand displays the protein bar and its protein amount of 17 grams. This is from the customer's POV. - 00:18–00:22 00:18–00:22: A boy is shown reading a book and is unhappy to be eating the protein bar instead of focusing on his book. This is from the customer's POV. - 00:22–00:26 00:22–00:26: A display of the different flavors, 17 grams of protein, and what the protein bar is, are displayed. This is from the brand's POV. - 00:26–00:29 00:26–00:29: New Peanut Butter Cup Built Puff is on display, followed by the brand's logo. This is from the brand's POV.

# Ad summary This ad promotes Built Puff protein bars by showcasing the product's key features. It targets health-conscious individuals looking for a convenient and tasty way to increase their protein intake. # Brand positioning Built is a protein bar brand that positions itself as a provider of delicious and nutritious snacks. The brand emphasizes flavor and enjoyment. Built seemingly ignores the category norm of bland protein bars and focuses on creating indulgent flavors that consumers crave. This functional and emotional approach suggests the brand aims to occupy a unique space in the market, appealing to those who want both health benefits and a satisfying treat. # Product The product featured is the Built Puff protein bar, which comes in multiple flavors, including Peanut Butter Cup, Brownie Batter, Coconut, and Cookies 'n Cream. These bars contain 17g of protein plus collagen, are fluffy, chocolatey, and packed with protein. The ad highlights their unique combination of taste and nutritional value, appealing to consumers who want a protein bar that doesn't compromise on flavor. # Visual style The ad features a bright, clean aesthetic with quick cuts and dynamic motion graphics to highlight the product's features and appeal. The production quality is polished and commercial, aiming to create an exciting and engaging viewing experience. The pacing is fast, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:04 Fluffy, chocolatey, and packed with protein, what the puff? Text overlay: 00:01–00:02 17G OF PROTEIN / 00:01–00:02 PLUS COLLAGEN / 00:02–00:04 NEW / 00:02–00:04 WHAT THE / 00:02–00:04 PUFF??! Visual: 00:00–00:01: The shot features four Built Puff bars in different flavors (Peanut Butter Cup, Brownie Batter, Coconut, and Cookies 'n Cream) arranged horizontally against a background of swirling chocolate and caramel. / 00:01–00:02: A Built Puff bar rotates in front of a blue background as the text "NEW" appears. / 00:02–00:04: A Built Puff bar rotates in front of a blue background as the text "WHAT THE PUFF??" appears. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of protein bars often being perceived as bland or unappetizing. # Value propositions - The combination of being fluffy, chocolatey, and packed with protein makes it an appealing choice for consumers looking for a tasty and nutritious snack. # Benefits - Provides a protein boost - Appeals to those who want a protein bar that doesn't compromise on flavor # Features - 17g of protein - Collagen - Fluffy - Chocolatey # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses direct product shots and branded messaging to highlight features and benefits. # Storyline - 00:00–00:01 The ad shows the Built Puff protein bars. - 00:01–00:02 Text overlay highlights the protein content of 17G plus collagen. - 00:02–00:04 The ad shows a single bar and asks "What the puff?". - 00:04–00:06 The ad shows the logo for the Built Puff protein bars.

# Ad summary A woman opens a box of Built protein bars and expresses over-the-top joy at consuming one. # Brand positioning The brand is presented through a single product, Built protein bars. The brand aims to occupy a fun, light-hearted space in the consumer's mind. The brand promotes a lifestyle of enjoyment and indulgence while seemingly ignoring category norms around serious fitness or strict dieting. The brand positioning is primarily emotional, focusing on the joyful experience of enjoying a protein bar. # Product The product being advertised is Built protein bars, described as a delicious and satisfying snack. The product seems to be targeted towards people who love to snack on sweets, but are looking for a healthier alternative. The protein bars are individually wrapped in orange packaging with the brand name and flavor visible. The main selling point is that the protein bars are satisfying enough that the customer doesn't miss their family. # Visual style The ad has a casual, UGC-like aesthetic, filmed in a bright, modern kitchen with static shots and some slight camera movement. The production quality is decent but not overly polished, creating a sense of authenticity and user-generated content. The pacing is quick. The visuals sync with the audio. # Hooks Spoken: 00:01–00:06 Bye Sophia. I'll see you later. Have a great day, Sophia. Visual: 00:01–00:02 A woman with dark hair and a white sweater stands in a bright, modern kitchen. She is opening an orange box labeled "Built" on a white countertop. The camera is stationary. She makes an exaggerated gesture to the camera. / 00:02–00:03 The woman pulls out a Built protein bar from the box and holds it up, yelling with excitement. The camera zooms in on her face. / 00:03–00:05 The woman holds the protein bar to her lips and makes a kissing face. / 00:05–00:06 The woman throws her head back and yells as she holds the Built protein bar to her chest. In the foreground, the box with Built protein bars is visible. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is missing your family. # Value propositions - The bars are so good that the customer will not miss their family. # Benefits - Bars are delicious. - The customer will not miss their family. # Features - Protein bars # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer enthusiastically using the product. # Storyline - 00:00–00:05 00:00–00:05 A woman stands in her kitchen and opens a box of Built protein bars with exaggerated enthusiasm. - 00:05–00:06 The woman is overcome with joy and shouts goodbye to Sophia so she can eat the Built protein bar.

# Ad summary A woman enjoys a Built protein bar in a relaxing setting. # Brand positioning Built positions itself as a provider of delicious and healthy protein snacks. The brand is shown as a guilt-free indulgence, fitting seamlessly into moments of relaxation and self-care. The ad reinforces the idea that healthy eating doesn't have to be a chore but can be a pleasurable part of one's routine. The brand's tone is casual and relatable, aligning with a lifestyle that values both health and enjoyment. # Product The product featured is a Built protein bar. It is presented as a high-protein, low-sugar snack option for those seeking a guilt-free indulgence. The ad visually demonstrates the bar's texture by slicing it into multiple pieces to reveal its soft, chewy interior. The bars are individually wrapped, offering convenience for on-the-go consumption. The product is marketed toward individuals looking for a tasty way to increase their protein intake without sacrificing flavor or succumbing to unhealthy alternatives. The ad addresses the purchase barrier of taste by emphasizing that these protein snacks can be 'delicious' and enjoyable. # Visual style The ad has a casual aesthetic, resembling user-generated content. The production quality is decent. The editing style consists of static shots and smooth transitions, maintaining a consistent pace throughout the ad. # Hooks Text overlay: kids asleep. / reality tv on. / protein snacks secured. Visual: 00:00–00:02: The shot is a medium, stationary shot of a woman sitting on a yellow chair next to a brown table. On the table is a box of Built protein bars, two individually wrapped bars, and a can of Poppi. Behind the table is a fireplace with flames, and a white brick wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly state any pain points. # Value propositions - The ad highlights that the protein snacks allow the woman to relax and enjoy her evening. # Benefits - Protein snacks secured. # Features - Protein snack # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad shows a woman using the product in a casual setting, giving the impression of a customer sharing their experience. # Storyline - 00:00–00:01 The ad begins with a shot of a living room setup, establishing a cozy and relaxed environment. - 00:01–00:04 The next shot shows the woman unwrapping a Built bar. - 00:04–00:06 The woman uses her hands to slice the Built bar into smaller pieces to showcase its texture. - 00:06–00:07 The woman places the sliced Built bar back on the table, ready to eat. - 00:08–00:11 The woman unwraps the Built bar a second time. - 00:11–00:14 The woman slices the Built bar into smaller pieces to showcase its texture a second time.

# Ad summary This ad emphasizes the importance of convenient protein snacks for busy moms. # Brand positioning The ad presents the featured brand as a convenient and quick snack that offers a great way to increase your protein intake and make sure that you still reach your nutritional goals. The brand aligns itself with busy individuals (in this case, mothers) who have to balance many things at once and don't always have time for a big meal. It positions itself as a functional solution for those who need protein but may not have a lot of time to prepare it or eat it. # Product The ad features a protein bar. The bar is packaged in an orange wrapper and appears to be available in peanut butter flavor. The product is positioned as a quick and easy way to get protein on the go. It is designed for busy individuals who want to maintain their protein intake without sacrificing convenience. # Visual style The ad has a casual, authentic visual style. The lighting is natural and the editing is minimal, with static shots and no transitions. This supports a relatable tone aimed at busy moms. # Hooks Spoken: 00:00–00:01 We need to be there by 7:00. Text overlay: 00:00–00:01 me holding the family together while still trying to hit my protein goals (center screen overlay) Visual: 00:00–00:01 A woman sits on a gray couch in a room with light-colored walls. She is light-skinned, wears a white sweater, and has long dark hair. She has a protein bar in her hand and is taking a bite out of it while looking directly at the camera with an exasperated expression. A decorative vase and some books are in the background. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is juggling family responsibilities and personal health goals such as maintaining protein intake: "me holding the family together while still trying to hit my protein goals" # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer, through her voiceover and visuals. # Storyline - 00:00–00:15 00:00–00:15 An exhausted mom sits on a couch and eats a protein bar while rattling off all of the many things she has to do and the specific times they need to be done by.

# Ad summary This ad showcases Built Sour Puff protein snacks, emphasizing their availability at Costco and their sour candy taste. The ad features a person purchasing the snacks at Costco, showing the product packaging, and ultimately consuming the product. # Brand positioning Built is presented as a brand that offers protein-packed snacks that don't compromise on taste, specifically targeting consumers who want healthy options that still satisfy their sweet cravings. The brand positions itself as an alternative to traditional sour candy by offering a healthier option that contains protein. The ad aims to convey that Built products align with a lifestyle that prioritizes both health and enjoyment, pushing against the norm that healthy snacks cannot be indulgent and flavorful. # Product The product featured is Built Sour Puff, a protein snack designed to taste like sour candy. The snack comes in flavors like Blue Razz Blast and Sweet Peach Punch. Each box contains 14 protein bars, with 150 calories per bar. The snack is explicitly marketed towards people who enjoy sour candy but are seeking a healthier, protein-rich alternative. The ad addresses the purchase barrier of limited availability by highlighting that Built Sour Puffs are now available at Costco, making them more accessible to consumers. The ad focuses on the delicious flavor, health benefits, and convenient availability of the product, making it worth trying or buying. # Visual style The ad has a user-generated content (UGC) feel, with a handheld camera style and natural lighting. The editing is simple and straightforward, with quick cuts to transition between scenes. The overall aesthetic is casual and authentic, aimed at capturing the attention of viewers who are used to seeing similar content on social media platforms. # Hooks Text overlay: ICYMI Costco now has / BUILT Sour Puff - protein snacks that / taste like sour candy! Visual: 00:00–00:01: Exterior shot of a Costco Wholesale store on a sunny day. The blue sky is visible in the background, as well as bare trees and parked cars in the parking lot. People can be seen entering and exiting the store. # Funnel stage Top of funnel (Awareness) # Pain points Craving sour candy but wanting a healthier option is the central frustration addressed in the ad. The text overlay "taste like sour candy" directly addresses the desire for the flavor profile while implying the product is a healthier alternative. # Value propositions - Healthy and delicious snack option (protein snacks that taste like sour candy) - Accessible and convenient purchase (available at Costco) # Benefits - Healthy alternative to sour candy - Provides protein - Satisfies sweet cravings - Conveniently available at Costco # Features - Protein snacks - Taste like sour candy - Available at Costco - 14 protein bars per box - 150 calories per bar # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer showcasing their shopping experience and product discovery. # Storyline - 00:00–00:01 The ad opens with a shot of a Costco Wholesale store. - 00:01–00:04 00:01–00:04: The ad transitions to an inside shot of Costco, showing a shelf stocked with boxes of Built Sour Puff protein snacks. A hand reaches out and grabs a box, placing it into a shopping cart. - 00:04–00:07 00:04–00:07: The perspective shifts to a first-person view from inside the shopping cart, showcasing multiple boxes of Built Sour Puff in the cart. - 00:07–00:12 00:07–00:12: In the car, the person is seen holding two different flavors of Built Sour Puff, then unwraps one of the bars to show the inside of the product, which looks white with pink specks.

# Ad summary This ad features a creator showing and tasting Built protein bars that she purchased at Costco. She tries both the Blue Razz Blast and Sweet Peach Punch flavors, and shares her opinion of each. # Brand positioning Built aims to occupy the space of providing healthy protein bars with unique flavors that appeal to snack lovers. The brand aligns with a lifestyle that prioritizes fitness and mindful eating, while also indulging in enjoyable flavors and formats reminiscent of candy. It pushes against the category norm of bland or unappetizing protein products by focusing on taste and texture—specifically "puff" versions of traditionally sweet or sour candy flavors. # Product The featured product is Built Sour Puff protein bars, specifically in Blue Razz Blast and Sweet Peach Punch flavors. These protein bars are described as a healthier alternative to candy, available at Costco in boxes containing 7 bars of each flavor. The bars are coated in crunchy sugar sprinkles, and come in puff pull format. The Blue Razz Blast version has no artificial colors, while the Sweet Peach Punch tastes like a peach ring. # Visual style The ad has a casual, UGC feel with natural lighting and minimal editing. The creator speaks directly to the camera, giving the impression of a product review from a friend. The editing consists mostly of quick cuts between shots. The pace is upbeat, matching the excited tone of the creator. # Hooks Spoken: Okay, I heard Built Sour Puff flavors were now in Costco, so let's run in and grab some to try. Text overlay: BUILT SOUR PUFF IS NOW IN COSTCO! Visual: 00:00–00:03: A medium shot of a young female with long auburn hair, wearing a red hoodie, sitting in the driver's seat of a car with grey interior. A red sunglasses case is seen on the car's roof. The woman points upward. # Funnel stage Consideration # Pain points The pain point addressed is the desire to enjoy a sweet snack without compromising health or dietary goals. # Value propositions - Better-for-you protein bars with flavors reminiscent of sweet and sour candy # Benefits - Tastes just like a peach ring # Features - Crunchy sugar sprinkles - No artificial colors # Call to action None used. # Social proof - "These are so good" - Female 1 (Customer) - "It tastes just like a peach ring." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered by a customer sharing her experience purchasing and trying the product. # Storyline - 00:00–00:03 A creator states that she heard Built Sour Puff flavors are now available at Costco. - 00:03–00:05 The creator shows herself standing outside the Costco building, then walking through Costco. - 00:05–00:06 The creator shows the boxes of Built Sour Puff protein bars at Costco. - 00:06–00:07 The creator grabs a box of the protein bars to purchase. - 00:07–00:11 The creator shows the blue razz and sweet peach flavors in the car, stating they will do an immediate taste test because they look good. - 00:11–00:18 The creator begins with the blue razz bar, noting that it contains no artificial colors, only crunchy sugar sprinkles. - 00:18–00:23 The creator shows the puff pull of the product, tastes it, and says that it is so good. - 00:23–00:30 The creator begins with the sweet peach bar, showing and tasting the product. She states that it tastes like a peach ring.

# Ad summary This ad features a woman relaxing in her living room while enjoying a Built protein bar and a Poppi prebiotic soda. The ad humorously acknowledges the desire for a peaceful evening once the kids are asleep. The focus is on the indulgent treat, the Built protein bar, and a matching Poppi. # Brand positioning Built presents itself as a brand offering healthy yet indulgent protein snacks. The ad aligns with a lifestyle of busy parents seeking moments of personal enjoyment. The brand offers a functional benefit (protein) with an emotional reward (delicious taste). The overall tone suggests a relatable approach that acknowledges the challenges of parenthood. # Product The ad showcases the Built protein bar, emphasizing its indulgent flavor and satisfying texture. It is presented as a healthier alternative to traditional snacks, suitable for those seeking a guilt-free treat. The use case is for parents enjoying a quiet evening after putting their kids to bed. The bar appears to have a soft, chewy texture, as highlighted when the presenter pulls apart the segmented bar. # Visual style The ad features a casual, UGC-style aesthetic with natural lighting. The focus is on showcasing the product in a relatable setting. The editing is simple and straightforward, emphasizing the unwrapping of the snack. # Hooks Text overlay: 00:00–00:05: kids asleep. / 00:00–00:05: reality tv on. / 00:00–00:05: protein snacks secured. Visual: 00:00–00:02: The shot shows a woman sitting in a yellow chair near a coffee table with a box of Built protein bars, a couple of unwrapped bars, and a can of Poppi prebiotic soda. In the background, there is a white brick wall with a modern electric fireplace. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the desire for a peaceful, indulgent evening, particularly for parents after putting their kids to bed. This is communicated through the text overlay: "kids asleep." # Value propositions - Protein snacks secured for a peaceful evening # Benefits - Enjoy a peaceful evening - Guilt-free treat # Features - Protein snacks - Segmented bar # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a relatable individual unwinding after a long day. # Storyline - 00:00–00:02 The ad opens with a scene of a cozy living room where a woman is preparing to relax. - 00:00–00:02 Text overlays set the scene: the kids are asleep, reality TV is on, and protein snacks are secured, creating a relatable scenario for parents seeking a quiet moment. - 00:02–00:05 The woman unwraps a Built protein bar, and the focus shifts to the bar's texture and appearance as she breaks it apart to show the soft, segmented interior. - 00:02–00:05 The visual showcases the bar's appealing texture, enticing the viewer with a close-up of the treat. The overall tone is light-hearted and relatable, emphasizing the need for a small indulgence after a long day.

# Ad summary This ad features a man sitting on the floor with a plush dinosaur toy and a Built Bar, seemingly preparing to flex, but is unable to due to the toy. The ad is meant to humorously highlight the product's protein content. # Brand positioning Built Bar is presented as a protein bar option that caters to health-conscious consumers looking for a convenient and tasty snack. The brand aims to occupy a space in the consumer's mind as a provider of protein-rich snacks that are enjoyable and fit into an active lifestyle. The brand aligns with a lifestyle of fitness and humor and promotes convenience. The brand appears to ignore any category norms or competitor behaviors. Its positioning seems functional, emphasizing the high protein content of its bars. # Product The product featured is a Built Bar, specifically highlighted for containing 17 grams of protein. The bar is targeted towards individuals interested in increasing their protein intake, likely those who are physically active or health-conscious. The ad emphasizes the functional benefit of the high protein content, suggesting it's a USP. The use occasion implied is anytime one desires a boost of protein. Purchase barriers are not directly addressed, but the tone and presentation are meant to make the product appealing and less intimidating than other protein supplements. # Visual style The ad has a casual and slightly humorous aesthetic, with a medium level of production quality. It features static shots and smooth transitions. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:02: 17 grams of protein? Visual: 00:00–00:02: A man with short brown hair, wearing a white t-shirt under a blue and white plaid shirt and blue jeans, sits cross-legged on the floor in a child's room. He holds a light blue plush dinosaur toy in his left arm and a red Built Bar in his right hand. He has a mildly frustrated expression. The background includes a coral-colored couch, children’s books, dinosaur-themed decor, and framed dinosaur pictures on the wall. The camera is stationary at eye level. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High protein content for health-conscious consumers # Features - 17 grams of protein # Call to action None used. # Point of view - Brand 100% – The entire ad is delivered from the brand's perspective, showcasing the product and its features in a humorous way. # Storyline - 00:00–00:02 A man sits cross-legged, holding a dinosaur toy and a Built Bar. He announces that the bar contains 17 grams of protein, seemingly to highlight the high-protein content of the bar and pique interest. - 00:02–00:06 The man makes sounds associated with lifting weights, but then looks down at the dinosaur toy he is holding, implying that he is unable to lift anything heavy. The humor of the situation highlights the juxtaposition of his intention to 'flex' and his inability to do so due to holding the toy. - 00:06–00:10 The man states that he would flex, but looks back down at the toy he is holding and gestures at it as he says, 'you know', further emphasizing his inability to 'flex' and adding to the humor. - 00:10–00:12 The man looks off to the side and gestures with the toy, implying that the toy dinosaur has small arms, and so he is unable to flex. The humor reinforces the product's high protein content.

# Ad summary This image ad promotes Built Puff's Peanut Butter Cookie Chunk protein bar as a limited time flavor return. It highlights the protein and calorie content of the bar, alongside chunks of peanuts and chocolate. # Brand positioning Built positions itself as a provider of protein bars that deliver health benefits without sacrificing delicious flavor. The brand offers a variety of flavors, but emphasizes those that taste like classic desserts or baked goods. The return of a limited-edition flavor suggests that Built recognizes popular demand and caters to customer preferences. This brand pushes against the category norm of bland protein supplements and offers an enjoyable, indulgent experience alongside functional nutrition. # Product This ad showcases Built Puff's Peanut Butter Cookie Chunk protein bar, a protein-packed snack designed to taste like a peanut butter cookie. The packaging highlights that each bar contains 15g of protein, collagen, and 160 calories. The image shows visible chunks of peanut and chocolate, emphasizing the rich flavor and texture. This protein bar is presented as a convenient and enjoyable way to increase protein intake. The product is a limited drop and is being brought back due to popular demand. # Visual style The ad uses a bright and appetizing visual style to showcase the protein bar. The product is shot in a dynamic floating food style, with visible chunks of peanuts and chocolate to emphasize the flavor and texture. The use of bright colors, clean fonts, and high-quality photography creates a sense of energy and craving. The layout is clean and easy to scan. # Hooks Headline: PEANUT BUTTER COOKIE CHUNK # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point that protein bars can often taste bland or unappetizing. The promise of peanut butter cookie flavor is a direct attempt to overcome this aversion. # Value propositions - Enjoy protein with a great flavor: The ad promises a great-tasting, dessert-like protein bar with natural flavors, appealing to people who want a healthier snack option. - Limited drop: The 'limited drop' nature of the offer encourages immediate action. # Benefits - More protein in your diet - Enjoyable, dessert-like snack - Low calorie snack # Features - 15G PROTEIN - PLUS COLLAGEN - 160 CALORIES - FLAVOR WITH NATURAL FLAVORS # Call to action None used. # Point of view - Brand, communicated throughout the image via product presentation and promotional language. # Storyline - The ad grabs attention by highlighting the return of a popular flavor, Peanut Butter Cookie Chunk, enticing viewers who have previously enjoyed it. This is told from the brand's perspective. - The image showcases the protein bar, emphasizing its delicious flavor and desirable attributes, which creates a craving for the bar. This is told from the brand's perspective. - The ad concludes with a call to action, urging viewers to 'snag it while you can,' emphasizing the limited-time availability of the flavor. This is told from the brand's perspective.

# Ad summary This ad promotes Built's Peanut Butter Cookie Chunk Puff protein bar. The ad uses a bright and eye-catching color scheme, close product shots and limited-time offer messaging to draw attention to a returning flavor. # Brand positioning Built positions itself as a provider of protein-packed snacks that don't compromise on taste, aiming to deliver the indulgence of classic treats with added nutritional benefits. The brand emphasizes flavor variety and snackable formats, suggesting a lifestyle that values both health and enjoyment. By offering sweet flavors such as "Peanut Butter Cookie Chunk", Built pushes against the perception of protein bars as bland or restrictive, instead creating a snack that aims to satisfy cravings while providing nutritional value. # Product The ad features Built's Peanut Butter Cookie Chunk Puff protein bar. This protein bar is coated in chocolate and filled with a soft, peanut butter cookie-flavored center. The bar combines the flavors of creamy chocolate, chunky peanut butter cookie, and an overall 'irresistible goodness'. Its packaging prominently displays the Built brand name, the flavor, and the 'Puff' sub-brand, communicating a light and airy texture. The flavor is a limited drop, so the company urges the consumer to 'snag it while you can'. # Visual style The ad uses a bright, vibrant color scheme and a dynamic composition to create a visually appealing image. The image is highly polished and professionally shot, with careful attention to lighting and texture. The visual style aims to mimic native platform behaviors by presenting the product in an eye-catching, snackable format that is easily scannable in-feed. # Hooks Headline: PEANUT BUTTER COOKIE CHUNK # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a desire for a tasty snack that aligns with a health-conscious lifestyle, as it is a protein bar, but still has very popular and delicious flavor. # Value propositions - Returning favorite flavor: "YOUR FAVORITE FLAVOR IS BACK." - Limited time availability: "SNAG IT WHILE YOU CAN!" # Benefits - Creamy Chocolatey - Chunky PB Cookie - Irresistible Goodness. # Features - Peanut Butter Cookie Chunk flavor - Puff sub-brand # Call to action None used. # Point of view - Brand: The POV is consistent throughout, as the brand is conveying all of the messaging about the product. # Storyline - The ad opens with the product name, 'Peanut Butter Cookie Chunk', displayed prominently to grab the viewer’s attention and immediately communicate the flavor being advertised, presented from the brand’s perspective. - Next, the ad presents the product itself, accompanied by a 'Limited Drop' badge, highlighting the bar’s unique characteristics and limited availability from the brand's perspective. - The ad concludes by reinforcing the return of a popular flavor with the text 'Your favorite flavor is back. Snag it while you can!' backed by descriptive and persuasive language ('Creamy Chocolatey. Chunky PB Cookie. Irresistible Goodness.') to drive purchase, presented from the brand’s perspective.

# Ad summary The ad promotes Built Puff's Orange Cream Pop flavor as a limited drop, emphasizing its bright, creamy, and citrusy taste. With vibrant visuals featuring the product alongside orange slices and swirls of cream, the ad evokes a sense of escaping winter and indulging in a refreshing treat. # Brand positioning Built promotes itself as a brand that offers a unique take on protein-packed snacks with a focus on flavor and indulgence. The brand's positioning is centered around providing treats that satisfy cravings while aligning with health-conscious choices. The brand seemingly ignores the norms of other protein-based snack brands and instead leans into flavor and an indulgent experience. # Product The featured product is the Orange Cream Pop flavored Built Puff, a protein-packed snack. The product is designed to evoke the refreshing experience of an orange cream pop. The ad highlights the product's bright, creamy, and citrusy taste. The ad appeals to individuals seeking a guilt-free indulgence, with visible nutritional information like 170 calories (plus protein) and 140 calories. # Visual style The ad features a highly polished studio shot with a vibrant, eye-catching color scheme that emphasizes orange and white. The visual motifs include floating food elements and product close-ups, creating a mouthwatering and energetic feel. The image treatment uses background removal and drop shadows to make the elements pop, contributing to a clean and modern aesthetic. The typography is large and bold, ensuring high scannability. The overall style is disruptive, contrasting typical health food ads with an indulgent feel. # Hooks Headline: WINTER, WHO? MENTALLY WE'RE HERE 😎🍋🍊 # Funnel stage Top of funnel (Awareness) # Pain points The ad suggests that people may feel stuck and wanting to escape the winter season, as highlighted by the question “WINTER, WHO?” # Value propositions - Indulgent snack option that is still healthy. # Benefits - Bright taste - Creamy texture - Citrusy flavor # Features - Orange Cream Pop flavor # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's perspective, showcasing its product and highlighting its features and benefits, creating a consistent message from Built. - Customer: The line “WINTER, WHO? MENTALLY WE'RE HERE😎🍋🍊” implies the ad is from the customer point of view expressing the feeling of wanting to be somewhere else (not winter). # Storyline - The ad opens by suggesting that the viewer should escape the winter season and mentally transport themselves somewhere more appealing, as communicated by the brand, grabbing attention and hinting at the product's refreshing nature. - The ad introduces the Orange Cream Pop Built Puff as the solution to winter blahs, with the brand using the image of the puff alongside actual orange slices and swirls of cream to entice the viewer with an appealing summertime snack. - The final beat shows the brand calling out the attributes of the snack - bright, creamy and citrusy- to further tempt the viewer.

# Ad summary This image ad promotes Built's Orange Cream Pop protein bar, suggesting a bright and summery escape from winter. The ad uses a vibrant color scheme and playful imagery to appeal to those seeking a delicious and convenient treat. # Brand positioning Built presents itself as a provider of protein-packed snacks that do not sacrifice flavor. The brand aims to offer a healthy alternative to traditional treats, satisfying cravings without the guilt. It emphasizes enjoyment and taste, as seen in the playful imagery and flavor-focused ad copy. The brand positions itself as a fun, health-conscious choice, aligning with a lifestyle that balances indulgence and well-being. By offering unique and appealing flavors like Orange Cream Pop, Built aims to differentiate itself from competitors who may focus solely on functional benefits, instead prioritizing an emotional connection with consumers who want both health and happiness. # Product The featured product is the Built Puff Orange Cream Pop, a protein bar designed to taste like an orange cream popsicle. It is marketed as a delicious, convenient, and better-for-you snack option. The bar comes in orange packaging, featuring the Built brand name prominently, and imagery suggesting creamy, citrusy flavors. Key details emphasized are the bright, creamy, and citrusy aspects of the orange cream pop flavor. It aims to evoke the nostalgic experience of enjoying an orange cream popsicle, but with the added benefit of being a protein-packed snack. The ad aims to address the purchase barrier of sacrificing taste for health by offering a treat that is both enjoyable and nutritious. # Visual style The ad features a playful and vibrant visual style, employing a bright color scheme, soft lighting, and whimsical elements to create a summery and inviting atmosphere. The image uses a collage-like arrangement of products, food items, and graphic elements, reminiscent of a digital mood board. The production quality is highly polished, with clean lines, smooth gradients, and professional image retouching. # Hooks Headline: WINTER, WHO? MENTALLY WE'RE HERE # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of wanting a tasty, summery treat during the winter months, as highlighted by the copy "WINTER, WHO? MENTALLY WE'RE HERE." # Value propositions - Enjoy a bright, creamy, and citrusy Orange Cream Pop flavor in a protein bar format. # Benefits - Bright - Creamy - Citrusy # Features - Orange Cream Pop flavor - Puff # Call to action None used. # Social proof - None used. # Point of view - Brand: All copy and visuals are designed to promote the product and brand identity, clearly representing the brand's perspective. # Storyline - The ad opens with the phrase "WINTER, WHO? MENTALLY WE'RE HERE," suggesting an escape from the cold season and setting a lighthearted, aspirational tone. This introduces the viewer to a summery, tropical state of mind that aligns with the Orange Cream Pop flavor, told from the brand's perspective. - The central focus is on the Built Puff Orange Cream Pop itself, displayed in its packaging alongside an image of an orange cream popsicle, highlighting the flavor and product form. This showcases the product from a brand perspective. - The ad concludes with the statement "Bright. Creamy. Citrusy. Orange Cream Pop," reinforcing the flavor profile and product name. This is a final pitch from the brand designed to further entice potential customers.

# Ad summary This ad promotes Built Puffs protein bars. The ad features a cartoon animation of marshmallow characters diving into a chocolate brownie batter, followed by two women in workout gear discussing the protein bar's nutritional value. The ad uses humor and a catchy slogan to appeal to health-conscious consumers. # Brand positioning Built aims to occupy the space of a health-conscious brand that doesn't sacrifice taste. The brand aligns with an active lifestyle, promoting the idea that consumers can enjoy delicious treats while still meeting their nutritional goals. Built pushes against the norm of bland or unappetizing protein bars by emphasizing flavor and enjoyment. The brand positioning is both functional (high protein, low calorie) and emotional (satisfying cravings, guilt-free indulgence). # Product The Built Puffs protein bar is a brownie batter flavored protein bar with 17 grams of protein and 140 calories. The bar also contains collagen. The product is for individuals who are health-conscious and looking for a tasty way to increase their protein intake. The ad addresses the purchase barrier of protein bars not tasting good by emphasizing the brownie batter flavor and enjoyable eating experience. The ad tells the viewer that this product is worth trying because it combines the benefits of a protein bar with the taste of a dessert. # Visual style The ad has a playful and energetic aesthetic. The editing style combines quick cuts with static shots. The production quality is a hybrid of polished commercial and cartoon animation. The pacing is fast, with cuts timed to the music and voiceover. The audio-visual sync is well-executed, creating a cohesive and engaging experience. # Hooks Spoken: 00:01–00:03 It's like you're diving into brownie bliss. Visual: 00:01–00:02 A small, animated marshmallow character wearing goggles stands on a mound of chocolate brownie batter. The background remains the same. The camera zooms in slightly, and the lighting is soft and diffused. / 00:02–00:03 The marshmallow character dives into a pool of brownie batter, followed by several other marshmallow characters. The camera follows the action with a slight panning motion. The lighting is bright and cheerful. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that many protein bars taste bland or unappetizing. "It's like you're diving into brownie bliss" – This suggests that the Built Puffs bar offers a much more enjoyable and indulgent taste experience compared to other protein bars. # Value propositions - Enjoy a guilt-free treat that satisfies your cravings while still meeting your nutritional goals. - Get your protein fix with a delicious brownie batter flavor. # Benefits - Delicious brownie batter flavor - High protein content - Low calorie # Features - 17 grams of protein - 140 calories - Plus collagen # Call to action None used. # Point of view - Customer 40% – The ad features a customer reacting to the product with surprise and excitement. - Brand 60% – The ad uses animation and direct claims to promote the product's features and benefits. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with an animated sequence showing a Built Puffs protein bar splitting open to reveal a gooey brownie batter center. Animated marshmallow characters wearing goggles dive into the brownie batter. This creates a sense of fun and indulgence, suggesting that the protein bar is a delicious treat. The perspective is from an omniscient narrator, creating a whimsical and playful tone. - 00:07–00:10 00:07–00:10 The scene transitions to two women in workout gear in a living room. One woman holds a Built Puffs bar and tells the other that it has 17 grams of protein. This shifts the focus to the functional benefits of the product, highlighting its nutritional value. The perspective is from a casual conversation between friends, creating a relatable and trustworthy tone. - 00:10–00:11 00:10–00:11 The woman wearing boxing gloves expresses surprise and excitement, exclaiming, "What the puff?" This reinforces the idea that the protein bar is unexpectedly good. The perspective is from a customer experiencing the product for the first time, creating a sense of discovery and intrigue. - 00:11–00:14 00:11–00:14 The ad concludes with a screen displaying the Built Puffs logo and the slogan "What the puff?" along with the website and a call to action to find the product in the nutrition bar aisle. This reinforces the brand identity and encourages viewers to purchase the product. The perspective is from the brand, providing clear information and a direct call to action.

# Ad summary This ad promotes Built Puffs protein bars, highlighting their brownie batter flavor and high protein content. The ad uses a whimsical, animated sequence to showcase the flavor, followed by a real-life scenario of two women boxing and enjoying the bar as a post-workout snack. The ad emphasizes the bar's taste and nutritional benefits, ending with a call to action to find Built Puffs in the nutrition bar aisle. # Brand positioning Built positions itself as a provider of protein-rich snack bars that don't compromise on taste. The brand aims to occupy a space in the consumer's mind where healthy eating can be enjoyable and indulgent. The brand aligns with an active lifestyle, as seen with the boxing scene, and promotes the idea that consumers can have a treat that also supports their fitness goals. Built pushes against the norm of bland or unappetizing protein bars by emphasizing flavor and enjoyment. The brand positioning is both functional (high protein, collagen) and emotional (satisfying cravings, feeling good about a healthy choice). # Product The featured product is the Built Puff protein bar, specifically the Brownie Batter flavor. It is a protein bar containing 17g of protein plus collagen and 140 calories. The bar is marketed as a fluffy and chocolatey treat that is also packed with protein. The ad addresses the purchase barrier of protein bars not tasting good by emphasizing the brownie batter flavor and the enjoyable experience of eating it. The ad shows the bar being consumed after a workout, suggesting it's a suitable post-exercise snack. Other flavors are shown, including Salted Caramel, Coconut, and Mint Chip. # Visual style The ad has a hybrid aesthetic, blending a polished, animated sequence with a more casual, real-life setting. The editing style includes quick cuts during the animated sequence and more static shots during the real-life scenes. The production quality is high for the animated portion, giving it a whimsical and fantastical feel, while the real-life scenes have a more UGC feel. The pacing is fast during the animation and slows down during the real-life scenes. The cuts and text are timed to the music beats, creating a dynamic and engaging viewing experience. # Hooks Spoken: 00:01–00:12: Mmm. It's like you're diving into brownie bliss, with chocolatey gooey lava that erupts in a world of flavor. Text overlay: 17G (00:00-00:00) / PROTEIN (00:00-00:00) / PLUS (00:00-00:00) / COLÁGENO (00:00-00:00) / 140 (00:00-00:00) / CALORIES (00:00-00:00) Visual: 00:00–00:01: A close-up shot of a Built Puff Brownie Batter protein bar, split in half horizontally against a bright, cloudy sky background. The packaging is brown with white lettering. The interior of the bar is visible, showing a layered texture. The lighting is bright and diffused. / 00:01–00:03: An animated, marshmallow-like character with goggles is shown diving into a chocolatey landscape. The background is a bright sky with fluffy clouds. The character is white with brown goggles and small arms and legs. / 00:03–00:05: The marshmallow character is surrounded by other similar characters, all diving into a pool of chocolate. The camera angle is from above, looking down into the chocolate pool. / 00:05–00:07: The marshmallow character is now on top of a chocolate fountain-like structure, with chocolate splashing around. Other marshmallow characters and brownie pieces are floating in the air. The background is a bright sky with fluffy clouds. / 00:07–00:13: The camera zooms out to show a chocolate volcano erupting with chocolate lava and brownie pieces. Marshmallow characters are floating around. The background is a bright sky with fluffy clouds and rocky formations. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point that many protein bars don't taste good, implying that consumers often have to sacrifice flavor for health benefits. The line "It's like you're diving into brownie bliss" directly counters this by promising a delicious experience. # Value propositions - High protein content makes it a healthy snack option. - The brownie batter flavor makes it a delicious and satisfying treat. - The fluffy texture offers a unique and enjoyable eating experience. # Benefits - Enjoyable way to consume protein - Satisfies sweet cravings - Supports an active lifestyle - Provides a guilt-free treat # Features - 17g of protein - Plus collagen - 140 calories - Fluffy texture - Chocolatey flavor # Call to action In the nutrition bar aisle | built.com # Point of view - Brand 70% – The brand voice is communicated through the animated sequence and the final tagline, emphasizing the product's unique qualities. - Customer 30% – The customer POV is communicated through the two women in the boxing scene, who express surprise and enjoyment of the product. # Storyline - 00:00–00:01 The ad opens with a close-up of a Built Puff Brownie Batter protein bar, split in half to reveal its interior. - 00:01–00:13 A whimsical, animated sequence begins, showing a marshmallow-like character diving into a chocolatey landscape. - 00:05–00:13 The animation depicts a chocolatey, gooey lava erupting in a world of flavor, with brownie pieces and marshmallow characters floating around. - 00:13–00:16 The scene transitions to a real-life setting where two women are boxing in a home gym. - 00:14–00:16 One of the women holds up the Built Puff bar, highlighting its 17 grams of protein. - 00:16–00:20 The other woman, wearing a weighted vest, is surprised and asks to be hit with the boxing glove. - 00:20–00:23 After being hit, she exclaims "Oh!" and the two women are shown eating the Built Puff bars. - 00:23–00:26 A final shot showcases various flavors of Built Puffs, emphasizing their fluffy and chocolatey nature. - 00:26–00:29 The ad concludes with the tagline "What the Puff?!" and directs viewers to find Built Puffs in the nutrition bar aisle or at built.com.

# Ad summary This ad promotes Built Puff Rocky Road protein bars. It uses a limited-time offer to create urgency and encourage viewers to purchase the product before it's gone. # Brand positioning Built is presented as a brand that offers protein bars with unique and appealing flavors, such as Rocky Road. The brand emphasizes the combination of delicious taste and nutritional benefits, positioning itself as a provider of guilt-free indulgence. The ad highlights the limited availability of the Rocky Road flavor, creating a sense of exclusivity and urgency. Built aims to occupy a space in the consumer's mind as a brand that delivers both taste satisfaction and health benefits, appealing to those who want to enjoy a treat without compromising their dietary goals. The brand pushes against the norm of bland or unappetizing protein bars by focusing on flavor and indulgence. # Product The featured product is the Built Puff Rocky Road protein bar, a protein-packed snack with a Rocky Road flavor profile. The bar is described as chocolatey, almondy, and marshmallowy, highlighting its indulgent taste. The packaging indicates that each bar contains 150 calories and 140 grams of protein plus collagen. The ad emphasizes the limited-time availability of this flavor, creating a sense of urgency and exclusivity. The product is presented as a delicious and nutritious option for those seeking a protein boost with a satisfying flavor. The ad addresses the purchase barrier of taste by highlighting the appealing Rocky Road flavor, making it a tempting choice for consumers looking for a protein bar that doesn't compromise on taste. # Visual style The ad has a highly polished, studio-shot production quality. The visual motifs include floating ingredients and close-up shots of the product and its components. The image treatment includes background removal and color grading to enhance the chocolatey tones. The typography is large and bold, making it easily scannable. The overall style is designed to be visually appealing and appetizing, highlighting the indulgent nature of the protein bar. # Hooks Headline: ROCKY ROAD # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of protein bars often lacking in taste and being unappetizing. The ad highlights the delicious Rocky Road flavor to overcome this barrier: "Chocolatey. Almondy. Marshmallowy." # Value propositions - Indulgent taste with nutritional benefits - Limited-time availability creates exclusivity # Benefits - Delicious flavor - Protein-packed snack # Features - Chocolatey - Almondy - Marshmallowy # Call to action GET IT BEFORE IT'S GONE! # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its features, and the limited-time offer to encourage viewers to make a purchase. # Storyline - The ad starts by showcasing the name of the product, "ROCKY ROAD," in large, bold letters, immediately grabbing the viewer's attention and establishing the flavor profile of the protein bar. This is told from the brand's perspective to introduce the product and its key flavor. - Next, the ad highlights the limited-time availability of the product with the phrase "LIMITED DROP" in a starburst shape, creating a sense of urgency and exclusivity. This is told from the brand's perspective to encourage immediate action and prevent viewers from missing out on the opportunity to purchase the product. - The ad then urges viewers to "GET IT BEFORE IT'S GONE!" reinforcing the limited-time offer and creating a sense of FOMO (fear of missing out). This is told from the brand's perspective to drive immediate sales and capitalize on the product's limited availability. - Finally, the ad describes the flavor profile of the protein bar as "Chocolatey. Almondy. Marshmallowy." appealing to the viewer's taste buds and highlighting the indulgent nature of the product. This is told from the brand's perspective to entice viewers with the delicious flavors and make the product more appealing.

# Ad summary This ad features a close-up of a Built protein bar, emphasizing its chocolate milkshake flavor and appealing to those seeking a protein-rich snack. # Brand positioning Built is presented as a brand offering protein bars that combine health and indulgence. The focus on "Chocolate Milkshake" flavor suggests a positioning that caters to consumers who want to enjoy familiar, comforting tastes while still adhering to their fitness or dietary goals. The brand seems to push against the perception that protein bars must sacrifice flavor for nutritional value, instead offering a product that is both functional and enjoyable. # Product The product featured is a Built protein bar in the Chocolate Milkshake flavor. It is a rectangular bar coated in chocolate, with a visible bite taken out to reveal a light brown, fluffy interior. The packaging is a light brown wrapper with the brand name "BUILT" printed vertically in large, white block letters, with "puff" stacked vertically above it in smaller letters. Below the brand name, it reads "CHOCOLATE MILKSHAKE FLAVOR WITH NATURAL FLAVORS". The bar is presented as a tasty and convenient way to consume protein, addressing the purchase barrier of taste often associated with protein supplements. # Visual style The ad features a clean, studio-shot image with a focus on product presentation. The lighting is bright and even, highlighting the texture and details of the protein bar. The background is plain white, ensuring that the product is the central focus. The overall style is polished and appetizing, aiming to create a mouth-watering effect. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of protein bars often tasting bland or artificial, which can deter people from consistently consuming them. # Value propositions - The "Chocolate Milkshake" flavor offers a familiar and enjoyable taste, making it easier to adhere to a protein-focused diet. # Benefits - Not explicitly stated, but implied to be a tasty and convenient way to consume protein. # Features - CHOCOLATE MILKSHAKE FLAVOR WITH NATURAL FLAVORS # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the product and its packaging, highlighting the brand's offering and flavor. # Storyline - The ad opens with a close-up of the packaged Built protein bar next to an unwrapped bar with a bite taken out of it. This is intended to immediately showcase the product and its appealing texture, from the brand's perspective.

# Ad summary This ad features a close-up shot of a Built Puff protein bar in Strawberries 'N Cream flavor. The ad highlights the bar's texture and flavor. # Brand positioning Built aims to occupy the space of a health-conscious indulgence, offering protein bars that deliver on both nutrition and taste. The brand aligns with a lifestyle that values fitness and balanced eating, while also satisfying cravings. Built pushes against the perception of protein bars as bland or chalky, instead offering a gourmet experience with unique flavors and textures. The brand positioning is both functional, providing high protein content, and emotional, offering a guilt-free treat. # Product The product featured is a Built Puff protein bar in the Strawberries 'N Cream flavor. It is a chocolate-covered protein bar with a marshmallow-like center and a strawberry flavored swirl. The bar is designed for individuals seeking a high-protein snack or dessert option. The packaging highlights the flavor as "STRAWBERRIES 'N CREAM" and emphasizes that it is flavored with natural flavors. The ad showcases the bar's texture, with a bite taken out to reveal the soft, layered interior. The ad aims to address the purchase barrier of protein bars not tasting good by highlighting the bar's unique flavor and texture. # Visual style The ad has a clean and minimalist visual style, with a focus on showcasing the product in a visually appealing way. The lighting is bright and even, which helps to highlight the bar's texture and flavor. The background is kept simple to avoid distracting from the product. The overall effect is a mouthwatering and enticing image that is designed to make the viewer want to try the bar. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of protein bars often tasting bland or artificial, by highlighting the "STRAWBERRIES 'N CREAM" flavor and emphasizing that it is "flavored with natural flavors." # Value propositions - Not clearly signaled. # Benefits - Not clearly signaled. # Features - STRAWBERRIES 'N CREAM flavor - Flavored with natural flavors # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the product from the brand's perspective, highlighting its features and benefits to entice potential customers. # Storyline - The ad opens with a close-up shot of the Built Puff protein bar, immediately drawing the viewer's attention to the product. This is included to showcase the bar's appearance and texture, enticing the viewer with its visual appeal. The audience experiences this from the brand's perspective, highlighting the product's key features. - The ad then focuses on the bar's flavor, "Strawberries 'N Cream", emphasizing the taste experience. This is included to appeal to the viewer's desire for a delicious and satisfying snack. The audience experiences this from the brand's perspective, promoting the product's unique flavor profile. - Finally, the ad shows a bite taken out of the bar, revealing its soft, marshmallow-like center and strawberry swirl. This is included to further entice the viewer with the bar's texture and flavor, creating a sense of craving. The audience experiences this from the brand's perspective, showcasing the product's key features.