How Cirkul Advertises on Meta

# Ad summary This ad promotes Cirkul, a reusable water bottle with flavor cartridges that turn plain water into a flavored beverage. The ad highlights the cost savings compared to buying individual drinks, the variety of flavors available, and the encouragement of drinking more water. # Brand positioning Cirkul is presented as a modern, health-conscious brand that offers a customizable and cost-effective alternative to traditional flavored beverages. The brand aims to occupy a space in the consumer's mind as a solution to overspending on sugary drinks, promoting hydration and variety through its flavor cartridges. Cirkul aligns with a lifestyle that values both health and convenience, pushing against the norm of buying pre-packaged, often wasteful, single-use drinks. The brand positioning is both functional (cost savings, hydration) and emotional (satisfying kids' preferences, feeling good about choices). # Product Cirkul is a reusable water bottle system that uses flavor cartridges called "Sips" to turn plain water into flavored beverages. The system includes a water bottle with a special lid that accommodates the flavor cartridge. The flavor intensity can be adjusted using a dial on the lid. The cartridges come in over 150 flavors. The product is designed for anyone who wants to drink more water and enjoy flavored beverages without the cost and waste of buying individual drinks. The ad addresses the purchase barrier of the high cost of kids' drinks by offering a more affordable and customizable solution. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean, modern aesthetic. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high, giving the ad a professional look while still feeling relatable. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:02: Still buying drinks that they never finish? Text overlay: 00:00–00:02: Kids drinks cost a FORTUNE! 💸 (Text Overlay) Visual: 00:00–00:02: A woman stands in a bright, modern kitchen with white cabinets and stainless steel appliances. She is wearing a striped shirt and jeans. A spilled juice box sits on the white countertop. She throws away unfinished drinks into a trash can. A young boy runs in the background. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the high cost of buying individual drinks for kids, as explicitly shown and stated in the ad: "Kids drinks cost a FORTUNE!" # Value propositions - Cost savings: "For a fraction of the cost" - Variety: "150+ flavors" - Convenience: "One cartridge flavors all day" - Health: Encourages drinking more water # Benefits - Turn water into their favorite beverage - One cartridge flavors all day - For a fraction of the cost - Drink more water # Features - Reusable water bottle system - Flavor cartridges called "Sips" - Adjustable flavor intensity dial - 150+ flavors # Call to action Drink Cirkul .com and stores near you # Point of view - Customer 90% – The ad is primarily told from the perspective of a mom using and demonstrating the product in her home. - Brand 10% – The brand's official voice is present through text overlays and product claims. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a woman expressing frustration over the cost of kids' drinks, showing a spilled juice box and throwing away unfinished drinks. This sets up the problem that Cirkul aims to solve. The perspective is from a frustrated parent dealing with wasted drinks and money. The tone is exasperated. - 00:02–00:05 00:02–00:05: The ad transitions to demonstrating the Cirkul product, showing how to fasten the flavor cartridge and adjust the dial. This introduces Cirkul as the solution. The perspective is from the brand, showcasing the product's functionality. The tone is informative and straightforward. - 00:05–00:08 00:05–00:08: A boy is shown drinking from the Cirkul bottle, with the voiceover stating that Cirkul can turn water into their favorite beverage. This highlights the product's benefit of making hydration more appealing to kids. The perspective is from a satisfied customer, showing enjoyment of the product. The tone is positive and encouraging. - 00:08–00:11 00:08–00:11: The ad showcases the variety of flavors available, stating there are 150+ flavors, and that one cartridge flavors all day. This emphasizes the product's versatility and cost-effectiveness. The perspective is from the brand, highlighting the product's features. The tone is informative and exciting. - 00:11–00:12 00:11–00:12: The woman and boy are shown together, with the voiceover stating that Cirkul costs a fraction of the cost. This reinforces the product's value proposition. The perspective is from a satisfied customer, showing the product being used in a family setting. The tone is reassuring and practical. - 00:12–00:14 00:12–00:14: The ad concludes with a display of Cirkul products and branding, encouraging viewers to drink more water with Cirkul and providing information on where to purchase. This serves as a call to action. The perspective is from the brand, promoting the product and its availability. The tone is inviting and informative.

# Ad summary This ad promotes Cirkul, a water bottle that allows you to add electrolytes, caffeine, or flavor, making hydration more enjoyable. The ad features a physical therapist who recommends Cirkul as a practical way to drink more water and as a better alternative to sugary sports and energy drinks because it has no sugar, zero calories, and no artificial colors. # Brand positioning Cirkul aims to occupy the space in the consumer's mind as an innovative and health-conscious brand in the hydration market. The brand promotes a fun, flavorful, and wellness-oriented lifestyle. Cirkul pushes against the norms of sugary and artificially flavored drinks by offering a healthier alternative with zero sugar, zero calories, and no artificial colors. The brand positioning is both functional, offering customizable hydration, and emotional, promoting an enjoyable drinking experience. # Product Cirkul is a hydration system designed to make drinking water more enjoyable by allowing users to add electrolytes, caffeine, or flavor. It works by filling the Cirkul bottle with water and inserting a flavor cartridge into the specially designed lid. A dial on the lid allows users to control the intensity of the flavor. The product is aimed at individuals looking for a healthier alternative to sugary drinks, especially those who find plain water boring. Cirkul offers customizable flavor and functional benefits like electrolytes and caffeine without the drawbacks of sugar, calories, or artificial colors. It helps address the purchase barrier of boring water by making hydration more appealing and enjoyable. # Visual style The ad has a polished UGC feel, with natural lighting and smooth transitions. The editing pace is moderate and consistent, with cuts timed to voiceover lines to emphasize key points. The video combines selfie-style direct address shots with product demos and lifestyle visuals, creating a hybrid commercial style. # Hooks Spoken: 00:00–00:03 Here's my favorite way to increase hydration and my patients love it. Text overlay: 00:00–00:03 My favorite way to increase HYDRATION Visual: 00:00–00:03 A hand holds a shiny blue-purple ombre water bottle and pours water into it against a white wall with a sunlit shadow. The hand inserts a white Cirkul lid with a red ring that reads "FLYTE BERRY" # Funnel stage Consideration # Pain points The ad addresses the problem of plain water being boring, which can make it difficult for people to stay adequately hydrated. It solves this problem by offering a customizable hydration experience with added flavors and functional benefits. # Value propositions - Cirkul's customizable flavor cartridges transform ordinary water into an enjoyable experience, encouraging consistent hydration. - The hydration system enhances functional benefits, like added electrolytes or caffeine, to optimize muscle performance. - It’s a smarter alternative to sugary sports drinks and energy drinks # Benefits - Increase hydration - Make sipping more enjoyable - Encourages people to drink more water consistently - Good hydration supports muscle performance - Helps reduce cramping - Plays a huge role in recovery # Features - Allows you to add electrolytes, caffeine or just flavor - No sugar - Zero calories - No artificial colors - Dial to control the functional benefits and flavor intensity # Call to action I'll leave the link right here so you can check it out. # Social proof - “Here's my favorite way to increase hydration and my patients love it.” – Rachel (Physical Therapist) # Point of view - Brand 20% – Official product use demonstration. - Expert 80% – A physical therapist explains the product benefits and how it relates to overall health. # Storyline - 00:00–00:03 00:00–00:03 A hand pours water into a Cirkul bottle, then inserts the lid with a flavor cartridge. This visually demonstrates the basic usage of the product. - 00:03–00:07 00:03–00:07 Rachel, a physical therapist, introduces herself and states that she sees many patients dealing with mobility issues. This introduces the expert perspective. - 00:07–00:11 00:07–00:11 Rachel explains that many issues like muscle cramps, low energy, and slow recovery are linked to hydration, showing a connection between her profession and the need for proper hydration. - 00:11–00:16 00:11–00:16 Rachel addresses the issue of water being boring and encourages viewers to keep listening, highlighting the value proposition of the product. - 00:16–00:22 00:16–00:22 Rachel introduces Cirkul as a solution to the problem of boring water, explaining that it allows the user to add electrolytes, caffeine, or just flavor. This highlights the key benefits of the product. - 00:22–00:28 00:22–00:28 Rachel points out that Cirkul has no sugar, zero calories, and no artificial colors, emphasizing the health benefits of the product. - 00:28–00:32 00:28–00:32 Rachel states that Cirkul encourages people to drink more water, highlighting the practical benefits of the product. - 00:32–00:37 00:32–00:37 Rachel says that Cirkul is a smarter alternative to sugary sports and energy drinks, emphasizing its health benefits and positioning it as a superior option. - 00:37–00:41 00:37–00:41 Rachel describes Cirkul as being better than not drinking water at all, which reinforces the importance of hydration and how Cirkul can help. - 00:41–00:48 00:41–00:48 Rachel demonstrates how to use the Cirkul bottle: pick a flavor cartridge, add it to the bottle, fill with water, and use the dial to control the flavor intensity. This clearly shows the process of using the product. - 00:48–00:53 00:48–00:53 Rachel explains the benefits of good hydration, such as supporting muscle performance, reducing cramping, and aiding recovery. This ties the product back to overall health and wellness. - 00:53–01:00 00:53–01:00 Rachel concludes by saying that if hydration is a struggle, Cirkul is a great option, and encourages viewers to click the link to check it out. This ends the ad with a CTA.

# Ad summary This ad, presented in a UGC style, features a creator promoting Cirkul as a convenient and healthy way to stay hydrated while traveling. She emphasizes the cost savings, avoidance of sugary drinks, and variety of flavors. The ad showcases the product in various travel and leisure scenarios, highlighting its versatility and convenience. The creator encourages viewers to check out Cirkul's website and provides a link. # Brand positioning Cirkul is presented as a brand that offers a healthier and more convenient alternative to traditional sugary drinks, particularly for people who travel frequently. The brand aligns with a lifestyle that values both health and convenience, positioning itself as a solution to avoid overpriced and unhealthy drinks while on the go. Cirkul pushes against the norm of sugary, unhealthy travel beverages by offering a customizable, zero-sugar, and zero-calorie flavored water option. The brand positioning is both functional (providing hydration and flavor) and emotional (promoting feelings of health and well-being). # Product Cirkul is a reusable water bottle with a unique flavor cartridge system. The product is designed for people who want to enjoy flavored drinks without the sugar and calories typically found in store-bought beverages. The cartridges come in a variety of flavors and are inserted into the bottle's lid, allowing users to customize the intensity of the flavor by turning a dial. Cirkul is advertised as having no sugar, zero calories, and no artificial colors. Its USPs include the ability to save money, avoid sugary drinks, and have flavored water on the go. The product is shown being used in travel scenarios (airports), at the pool, at the beach, and while eating out, suggesting it's suitable for various occasions where one might typically purchase an overpriced drink. It addresses the purchase barrier of unhealthy, expensive travel drinks. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple editing. The production quality is a hybrid, combining selfie-style shots with product-focused visuals. The editing style includes quick cuts to showcase different use cases and product features. The pacing is moderate. The creator is always in frame. # Hooks Spoken: 00:00–00:04 I'm gonna let you in on my biggest travel hack. Text overlay: 00:00–00:03 My biggest travel hack 😲 Visual: 00:00–00:04 The video opens with a selfie-style shot of a fair-skinned woman with long blonde hair, wearing a white button-down shirt. She is indoors, with artwork visible in the background. The camera is shaky, giving it a casual, vlog-like feel. She is looking directly at the camera and talking. # Funnel stage Consideration # Pain points The ad addresses the pain point of being forced to buy overpriced and unhealthy sugary drinks while traveling. She even mentions that these sugary drinks make you feel like crap. # Value propositions - Healthier alternative to sugary drinks - Convenient for travel - Cost-effective compared to buying drinks on the go - Customizable flavor experience # Benefits - Saves money - Makes taste buds happy - Spares you from sugary drinks that make you feel like crap - Provides flavor when you want it # Features - Customizable flavor intensity - Zero sugar - Zero calories - No artificial colors - Reusable water bottle - Variety of flavors (Fruit Punch, Honeycrisp Apple, White Cherry, Grape, Blackberry Blueberry) # Call to action I'll drop the link right here # Social proof - "This is Cirkul and I swear by it" – Female 1 (Customer) - "I bring it on every single trip" – Female 1 (Customer) - "I don't buy fun drinks at the airport anymore, because I already have flavor with me" – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a customer who is sharing her positive experience and use cases. # Storyline - 00:00–00:04 00:00–00:04 The creator begins the video by saying she will let viewers in on her biggest travel hack. - 00:04–00:10 00:04–00:10 She states that this hack will save you money, make your tastebuds happy, and spare you from sugary drinks that make you feel like crap. - 00:10–00:11 00:10–00:11 The creator introduces Cirkul and says she swears by it. - 00:12–00:13 00:12–00:13 The creator says she brings the Cirkul water bottle on every trip. - 00:14–00:17 00:14–00:17 She says that she no longer buys fun drinks at the airport because she already has flavor with her. - 00:17–00:20 00:17–00:20 The creator explains that you can pick your flavor and today she is using fruit punch. - 00:20–00:21 00:20–00:21 The creator instructs to fill your bottle with water. - 00:22–00:24 00:22–00:24 She says to turn the dial to choose the flavor intensity. - 00:24–00:27 00:24–00:27 She states that it is just water but with flavor when you want it. - 00:27–00:30 00:27–00:30 The creator explains that there is no sugar, zero calories, and no artificial colors. - 00:30–00:31 00:30–00:31 She says it is not just for flights. - 00:32–00:38 00:32–00:38 She describes how she uses it by the pool, at the beach, out to eat, and basically anywhere that she'd normally buy an overpriced drink. - 00:39–00:42 00:39–00:42 The creator exclaims that Cirkul has so many flavors on their site and you need to check them out for your next trip. - 00:42–00:44 00:42–00:44 The creator ends the video by saying she will drop the link right here.

# Ad summary This ad promotes Cirkul, a brand that offers flavored water through customizable water bottles and flavor cartridges. The ad showcases various user-generated content (UGC) clips featuring people using and enjoying Cirkul products, emphasizing the brand's popularity and positive customer reviews. # Brand positioning Cirkul is presented as a customizable and convenient solution to boring water. The brand emphasizes personalization, allowing customers to tailor their hydration experience with various flavors and bottle options. Cirkul aligns with a lifestyle focused on health, convenience, and variety, positioning itself as a modern alternative to traditional sugary drinks. The brand pushes against the norm of plain water by offering a flavorful and customizable experience. Cirkul's positioning is both functional (providing hydration) and emotional (offering enjoyment and personalization). # Product The ad features Cirkul's customizable water bottles and flavor cartridges, designed to make hydration more enjoyable. The product is for anyone looking to add flavor to their water without the sugar or calories of traditional drinks. The ad highlights the variety of flavors available, the convenience of the system, and the ability to personalize the drinking experience. The USPs include customizable flavor intensity, portability, and a wide range of flavor options. The ad shows use occasions such as at home, in the car, and during workouts. The ad addresses the purchase barrier of boring water by offering a flavorful and customizable alternative. # Visual style The ad has a polished and modern aesthetic, with a focus on user-generated content. The editing style features quick cuts and dynamic transitions, keeping the pace fast and engaging. The production quality is high, with clear visuals and professional text overlays. The visual motif is the mosaic of user-generated content clips, creating a sense of community and social proof. The pacing is fast, with approximately 15 cuts per minute. The cuts are timed to the music beats, creating a synchronized audio-visual experience. # Hooks Text overlay: THOUSANDS OF / 5 STAR / REVIEWS Visual: 00:00–00:02: A mosaic of user-generated content clips is displayed, each showing people using Cirkul products. The clips are framed within phone screens, creating a social media feel. The backgrounds vary, including kitchens, cars, and outdoor settings. People of different ages, races, and gender presentations are shown smiling and interacting with the product. The camera framing is mostly selfie-style, with some clips showing tripod shots. The lighting is natural, and the textures are clear and vibrant. The Cirkul bottles and flavor cartridges are prominently displayed in each clip. Text overlays highlight the brand's popularity and positive reviews. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of boring and uninspired hydration. The text overlay "YOUR WATER. YOUR WAY" implies that traditional water options are lacking in personalization and excitement. # Value propositions - "YOUR WATER. YOUR WAY" – This tagline communicates the value of personalization and control over one's hydration experience. # Benefits - Customizable flavor intensity - Portable and convenient - Wide range of flavor options - Enjoyable hydration # Features - Customizable water bottles - Flavor cartridges - Variety of flavors # Call to action None used. # Social proof - "THOUSANDS OF 5 STAR REVIEWS" – On-screen text overlay # Point of view - Customer 100% – The entire video is told from the perspective of various customers showcasing their experiences with the product. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a mosaic of user-generated content clips featuring people using Cirkul products. The text overlay highlights the brand's popularity with "THOUSANDS OF 5 STAR REVIEWS." This moment aims to grab attention and establish credibility through social proof. The perspective is from the brand, showcasing positive customer feedback. The tone is enthusiastic and inviting. - 00:02–00:04 00:02–00:04: The mosaic continues, with a text overlay stating, "YOUR WATER. YOUR WAY." This message emphasizes the customizable nature of the product and its ability to fit individual preferences. The perspective is from the brand, promoting personalization. The tone is empowering and inclusive. - 00:04–00:08 00:04–00:08: The mosaic continues, with the Cirkul logo appearing prominently. This reinforces brand recognition and ties together the various user-generated content clips. The perspective is from the brand, solidifying its identity. The tone is confident and established.

# Ad summary This ad promotes the Cirkul StrawSip Flip water bottle, which is available in six colors and can be paired with over 150 beverage options. # Brand positioning Cirkul is presented as a beverage company that is innovative and caters to consumers who want to have control over their hydration. The brand allows customers to personalize their water by adding flavor cartridges and adjusting the intensity of the flavor. Cirkul is positioned as a healthier alternative to sugary drinks. # Product The ad promotes the 26oz. StrawSip Flip water bottle by Cirkul. The bottle allows users to personalize their water with over 150 beverage options. Cirkul's innovative StrawSip technology flavors the water as you sip without the need to tip. The spill-resistant lid keeps the flavor cartridge clean and protected, and the sturdy handle was designed for easy on-the-go hydration. The product is available exclusively at Walmart and comes in six vibrant colors. # Visual style The ad has a polished, clean aesthetic with bright, solid color backgrounds. It is fast-paced, with quick cuts to highlight the product's features. The editing style is modern, featuring quick cuts and smooth transitions. The production quality is high, which supports the intended tone and audience. The pacing is fast, with around 20 cuts per minute. # Hooks Spoken: Female 1: You'll flip out over the flavor of Cirkul's new water bottle. Text overlay: new water bottle. Visual: 00:00–00:02 A variety of berries (raspberries, blackberries, and blueberries) fall into clear water against a solid blue background. Bubbles float upwards and the berries swirl downward in slow motion. / 00:01–00:02 A Cirkul water bottle falls into the water. / 00:02–00:04 Female 1, a young woman with long blonde hair, is holding a turquoise-colored Cirkul water bottle in front of a pink brick wall. She is wearing a light purple sweater and a ring. Her nails are painted a pale pink. She is smiling. # Funnel stage Consideration # Pain points The ad addresses the pain point of boring, plain water and the desire for more flavorful and personalized hydration options. It highlights the unique ability to customize the flavor intensity and variety of beverage options. # Value propositions - Personalize your water exactly how you like with 150 beverage options. - Easy on-the-go hydration with the sturdy handle. # Benefits - Complete control of flavor intensity - Personalize your water exactly how you like - Flavor water as you sip without needing to tip - Keeps flavor cartridge clean and protected - Easy on-the-go hydration # Features - 26oz StrawSip Flip water bottle - Six vibrant colors - 150 beverage options - Spill-resistant lid - Sturdy handle - StrawSip technology # Call to action None used. # Point of view - Brand 80% – The ad is told from the brand's perspective, with scripted lines and product claims. - Customer 20% – A few quick shots of young adults enjoying the product. # Storyline - 00:00–00:02 The ad begins with an extreme slow-motion shot of berries falling into water. - 00:00–00:02 The camera follows the berries falling into the water, and then transitions to a shot of the Cirkul water bottle falling into the water. This is intended to quickly grab the viewer's attention. - 00:02–00:09 Female 1 introduces the brand's new water bottle, describing its features and variety of color options. - 00:09–00:14 The ad shows the beverage options that are available, emphasizing that they give the user complete control of the intensity. - 00:14–00:21 The ad shows people enjoying the water bottle, and how the innovative StrawSip technology flavors the water as you sip without the need to tip. - 00:21–00:28 The ad goes back to describing the product's features, such as the spill-resistant lid that keeps the flavor cartridge clean, and the sturdy handle designed for on-the-go hydration. - 00:28–00:34 The ad ends with a product shot emphasizing that the 26oz StrawSip Flip Bottle is available exclusively at Walmart.

# Ad summary This ad promotes the Cirkul 62oz plastic bottle, highlighting its features such as flavor customization, electrolytes, BPA-free material, durability, and time-based markers for hydration goals. The ad features a male presenter showcasing the bottle in various settings, emphasizing its convenience and benefits for daily hydration. # Brand positioning Cirkul is presented as a brand focused on making hydration more enjoyable and convenient. The brand aims to occupy the space of innovative hydration solutions, offering customizable flavors and features to encourage consistent water consumption. Cirkul aligns with a lifestyle of health and wellness, promoting the importance of staying hydrated throughout the day. The brand pushes against the norm of plain, boring water by offering a wide range of flavor options and functional benefits like electrolytes. The brand positioning is both functional (customizable flavors, durable bottle) and emotional (enjoyable hydration, feeling good about hitting hydration goals). # Product The Cirkul 62oz plastic bottle is a large-capacity water bottle designed to help users stay hydrated throughout the day. It features a customizable flavor system, allowing users to choose from over 100 sip flavors. The bottle includes a Flyte Last Drive sip, which contains electrolytes to fuel workouts. The flavor can be adjusted using a dial on the bottle's lid. The bottle is BPA-free and durable, with markers on the side to track water consumption (22oz, 42oz, and 62oz). It also has a built-in handle for easy carrying. The ad emphasizes that the bottle is a game changer in daily hydration, making it easier and more enjoyable to drink enough water. # Visual style The ad has a polished UGC feel, with bright lighting and clear visuals. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high, with clean shots and smooth transitions. The pacing is consistent, with cuts timed to the music beats and voiceover lines. The overall aesthetic is modern and clean, reflecting the brand's focus on innovation and convenience. # Hooks Spoken: Male 1: This has to be the biggest game changer in my daily hydration. Text overlay: THIS HAS TO BE THE BIGGEST / GAME CHANGER IN MY DAILY / HYDRATION. Visual: 00:00–00:05: The shot is a close-up of a light-skinned man in his late 20s or early 30s with short curly hair, wearing a blue athletic t-shirt. He is sitting in the driver's seat of a car, looking directly at the camera with a smile. The background shows the car's interior, including the dashboard and seats. He holds up a clear plastic Cirkul bottle filled with water, showcasing the product. The camera is stationary, providing a clear view of the man and the bottle. The lighting is bright, highlighting the product and the man's features. # Funnel stage Consideration # Pain points The ad addresses the pain point of boring and inadequate hydration. The presenter states that the Cirkul bottle is a "game changer in my daily hydration," implying that traditional methods of staying hydrated are less effective or enjoyable. # Value propositions - Customizable flavor options make hydration more enjoyable. - Electrolytes in the Flyte Last Drive sip enhance workout performance. - Large 62oz capacity reduces the need for frequent refills. - BPA-free and durable construction ensures safety and longevity. - Markers on the side facilitate tracking and achieving hydration goals. - Built-in handle provides convenient portability. # Benefits - Customizable flavor options - Electrolytes for fueling workouts - Convenient hydration throughout the day - Easy to carry on the go # Features - 62oz capacity - Customizable flavor system - Flyte Last Drive sip with electrolytes - Adjustable flavor dial - BPA-free material - Durable construction - Markers for tracking hydration (22oz, 42oz, 62oz) - Built-in handle # Call to action Grab your 62 ounce plastic Cirkul bottle today at drinkcirkul.com. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing his experience with the product. # Storyline - 00:00–00:02 00:00–00:02: The presenter introduces the Cirkul bottle as a "game changer in my daily hydration," immediately establishing the product's value. This is from the presenter's perspective, setting a tone of personal endorsement and enthusiasm. - 00:02–00:05 00:02–00:05: He reveals the product, describing it as "Cirkul's brand new 62oz plastic bottle," providing a clear product definition. This is from the presenter's perspective, showcasing the product's features and benefits. - 00:05–00:09 00:05–00:09: The presenter highlights the variety of flavors available, stating, "You can choose from over 100 sip flavors they have to offer," emphasizing the customization aspect. This is from the presenter's perspective, promoting the product's unique selling point. - 00:09–00:11 00:09–00:11: He shows a specific flavor, "Flyte Last Drive sip," and prepares to use it, creating anticipation. This is from the presenter's perspective, demonstrating the product's ease of use. - 00:11–00:14 00:11–00:14: The presenter explains the benefits of the flavor, saying it "not only tastes amazing but also has electrolytes to fuel my next move," highlighting both taste and functionality. This is from the presenter's perspective, reinforcing the product's value proposition. - 00:14–00:17 00:14–00:17: He demonstrates how to adjust the flavor, stating, "I usually adjust the flavor dial to about level 4," showing the customization process. This is from the presenter's perspective, providing a practical demonstration. - 00:17–00:21 00:17–00:21: The presenter lists additional features, such as being "BPA-free" and "extremely durable," addressing potential purchase barriers. This is from the presenter's perspective, building trust and credibility. - 00:21–00:27 00:21–00:27: He points out the markers on the side, explaining, "It's labeled with 22, 42, and 62oz markers on the side," emphasizing its utility for tracking hydration. This is from the presenter's perspective, highlighting the product's practical benefits. - 00:27–00:31 00:27–00:31: The presenter shares his favorite feature, "the built-in handle, that makes it so easy to carry with you on the go," reinforcing its convenience. This is from the presenter's perspective, adding a personal touch. - 00:31–00:35 00:31–00:35: The ad concludes with a call to action, "Grab your 62oz plastic Cirkul bottle today at drinkcirkul.com," encouraging immediate purchase. This is from the brand's perspective, driving conversion.

# Ad summary A woman in a car demonstrates the Cirkul water bottle and flavor cartridges. She explains that the water bottle flavors your water as you drink it, without any mixing, shaking, or mess. She shows how to fill the bottle with water, fasten the lid, and dial in the flavor. She says that her favorite flavor is the Frosted Pink Refresher, which tastes like a snow cone. She says that there are over 150 flavors to choose from, including energy drinks, sports drinks, and iced coffee. She says that the Cirkul water bottle is perfect for work, workouts, road trips, travel, or just staying hydrated day to day. She says that Cirkul has completely changed her daily routine and that she brings it with her everywhere she goes. She encourages viewers to take control of their hydration at DrinkCirkul.com. # Brand positioning Cirkul is presented as a brand that offers a convenient and customizable way to stay hydrated. The brand aims to occupy the space of a fun and flavorful alternative to plain water, targeting consumers who want to enjoy flavored beverages without the added sugar or artificial ingredients. Cirkul aligns with a lifestyle that values convenience, health, and personalization, offering a wide range of flavors to suit individual preferences. The brand pushes against the norms of traditional flavored drinks that often contain high levels of sugar and artificial additives, positioning itself as a healthier and more customizable option. The brand positioning is both functional, offering a convenient and customizable hydration solution, and emotional, providing a fun and enjoyable drinking experience. # Product The Cirkul water bottle is a reusable water bottle that flavors your water as you drink it. It works with flavor cartridges called Sips, which come in over 150 flavors. The bottle is filled with water, and then a Sip is inserted into the lid. The user can then adjust the dial on the lid to control the strength of the flavor. The Sips come in a variety of flavors, including energy drinks, sports drinks, and iced coffee. The product is for anyone who wants to enjoy flavored beverages without the added sugar or artificial ingredients. The USPs of the product are that it is convenient, customizable, and healthy. The product can be used at work, workouts, road trips, travel, or just staying hydrated day to day. The ad addresses the purchase barriers of traditional flavored drinks by offering a healthier and more customizable option. # Visual style The ad has a polished UGC feel, with natural lighting and a clean aesthetic. The editing style is quick cuts, with smooth transitions. The pacing is consistent throughout the ad. The cuts and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:04 This tastes like a snow cone, but it's water. Text overlay: 00:00–00:04 This tastes like a SNOW CONE 🍧 but it's water 😳 / 00:00–00:01 *drinks* Visual: 00:00–00:02 The shot is inside of a car, looking at a young woman with fair skin, light eyes, and light brown hair pulled back in a ponytail. She is wearing a gray t-shirt and gold hoop earrings. She is holding a pink Cirkul water bottle and drinking from it. The background shows the car's interior and a glimpse of trees and a house through the sunroof. / 00:02–00:04 The shot is inside of a car, looking at a young woman with fair skin, light eyes, and light brown hair pulled back in a ponytail. She is wearing a gray t-shirt and gold hoop earrings. She is holding a pink Cirkul water bottle and smiling at the camera. The background shows the car's interior and a glimpse of trees and a house through the sunroof. # Funnel stage Consideration # Pain points The ad implies that plain water can be boring and that traditional flavored drinks are often unhealthy. # Value propositions - Flavored water without the added sugar or artificial ingredients - A fun and flavorful way to stay hydrated - A convenient and customizable hydration solution - A healthier alternative to traditional flavored drinks # Benefits - Flavors your water as you drink it - Convenient and easy to use - Customizable flavor strength - Perfect for work, workouts, road trips, travel, or just staying hydrated day to day # Features - Flavor cartridges called Sips - Over 150 flavors - Adjustable flavor dial - No mixing, shaking, or mess # Call to action Take control of your hydration at DrinkCirkul.com and thank me later. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is sharing her experience with the product. # Storyline - 00:00–00:04 00:00–00:04 The creator is in her car and takes a drink from a pink Cirkul water bottle. She says that it tastes like a snow cone but it's water. She then says, "This is Cirkul." - 00:04–00:08 00:04–00:08 The creator is now inside and takes a drink from a green Cirkul water bottle. She says that it is a genius water bottle that flavors your water as you drink it. - 00:08–00:13 00:08–00:13 The creator is back in her car and says that there is no mixing, shaking, or mess. She then shows how to fill the bottle with water, fasten the lid, dial, and enjoy. - 00:13–00:21 00:13–00:21 The creator is in her car and says that it works with flavor cartridges called Sips. She shows how to pop one in, adjust the dial for how strong you want it, sip, and enjoy. - 00:21–00:24 00:21–00:24 The creator shows a variety of Cirkul Sip cartridges and says that there are over 150 flavors to choose from. - 00:24–00:31 00:24–00:31 The creator is in her car and says that her favorite Sip right now is the Frosted Pink Refresher. She says that it literally tastes like a snow cone or something she would go spend $7 on. - 00:31–00:37 00:31–00:37 The creator shows a handful of Cirkul Sips and says that you can pick from different Sips like energy drinks, sports drinks, iced coffee, and more. - 00:37–00:42 00:37–00:42 The creator shows the Cirkul water bottle being used in different settings and says that it is perfect for work, workouts, road trips, travel, or just staying hydrated day to day. - 00:42–00:50 00:42–00:50 The creator is in her car and says that Cirkul has completely changed her daily routine and that she brings it with her everywhere she goes. She encourages viewers to take control of their hydration at DrinkCirkul.com and thank her later.

# Ad summary This ad promotes the Cirkul water bottle, which allows users to dial in the perfect amount of flavor with over 150 flavors to choose from. # Brand positioning Cirkul is presented as a brand that offers a customizable and flavorful hydration experience. The brand aims to occupy a space in the consumer's mind as an innovative solution to boring plain water. It aligns with a lifestyle that values variety and enjoyment in everyday routines. Cirkul pushes against the norm of traditional, flavorless hydration by offering a wide range of flavors that can be adjusted to the user's preference. The brand positioning is both functional, providing a unique way to hydrate, and emotional, offering a fun and enjoyable experience. The ad highlights the variety of flavors available, emphasizing the brand's commitment to providing options that cater to individual tastes. # Product The Cirkul water bottle is a hydration system that allows users to customize the flavor of their water. It features a unique dial that lets you adjust the amount of flavor. The product comes with over 150 flavors to choose from. The ad emphasizes that with Cirkul, you get the hydration that actually tastes amazing. The product is for anyone who wants to make hydration more enjoyable and personalized. The ad addresses the purchase barrier of plain, boring water by offering a flavorful alternative. # Visual style The ad has a polished, UGC-style aesthetic with natural lighting and smooth transitions. The production quality is high, giving it a commercial feel while maintaining a relatable, user-generated content vibe. The pacing is consistent, with cuts timed to the music beats and voiceover lines, creating a seamless audio-visual sync. # Hooks Spoken: 00:00–00:01 Plain water? / 00:01–00:01 No thanks! Text overlay: 00:00–00:01 plain water? / 00:01–00:01 no thanks! Visual: 00:00–00:01 A man stands in a bright, modern kitchen with white cabinets and countertops. He is wearing a light pink t-shirt and grey pants. He holds a clear glass with water and looks unenthusiastic. The camera is stationary and at eye level, capturing a medium shot of the man. The lighting is natural, and the background includes kitchen appliances and decor. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the lack of enjoyment in drinking plain water. The ad addresses this by offering a customizable and flavorful alternative. # Value propositions - The Cirkul water bottle provides a unique and customizable hydration experience with over 150 flavors to choose from, making it easy to stay hydrated while enjoying great taste. # Benefits - Hydration that actually tastes amazing # Features - Customizable flavor - Over 150 flavors to choose from # Call to action Try it for yourself at DrinkCirkul.com # Point of view - Customer 100% – The ad is presented from the perspective of a customer who is demonstrating and endorsing the product. # Storyline - 00:00–00:01 00:00–00:01 The man is standing in a kitchen and is offered plain water. He declines, setting up the problem that the product will solve. The perspective is from someone offering him water, and his tone is polite but uninterested. - 00:01–00:05 00:01–00:05 The man introduces the Cirkul water bottle and demonstrates how it lets you dial in the perfect amount of flavor. The perspective shifts to the man as he presents the product as a solution to boring water. The tone is informative and enthusiastic. - 00:05–00:07 00:05–00:07 The ad showcases the variety of flavors available, stating there are over 150 to choose from. The perspective is from the brand, highlighting the product's unique selling point. The tone is exciting and emphasizes choice. - 00:07–00:10 00:07–00:10 The man is shown using the Cirkul bottle while working at a desk, reinforcing that you get the hydration that actually tastes amazing. The perspective is from the user, showing how the product integrates into daily life. The tone is casual and positive. - 00:10–00:13 00:10–00:13 The ad concludes with a call to action to try it for yourself at DrinkCirkul.com. The perspective is from the brand, encouraging viewers to purchase the product. The tone is direct and inviting.

# Ad summary This ad promotes Cirkul's water bottles and flavor cartridges. It highlights the variety of flavors, the ability to customize the flavor intensity, and the health benefits of the product. # Brand positioning Cirkul is presented as a brand focused on customizable and healthy hydration. The brand aims to occupy the space of providing flavorful beverages without the downsides of sugar, calories, or artificial colors. The brand aligns with a lifestyle that values variety, health, and personalization, pushing against the norms of traditional sugary drinks. The brand positioning is both functional, offering a customizable and convenient hydration solution, and emotional, promoting a sense of enjoyment and health-consciousness. # Product The ad features Cirkul's water bottles and flavor cartridges. The water bottles are 30 oz. Travel StrawSip™ Tumblers. The bottles are shown in various colors and have a handle and a straw. The flavor cartridges, called FitSip, GoSip, and Refresher, come in over 100+ flavors. The cartridges allow users to dial in the flavor intensity. The product is for people who want to enjoy flavored beverages without sugar, zero calories, and no artificial colors. The bottles are also leak-resistant. The ad addresses the purchase barrier of unhealthy flavored drinks by offering a customizable and healthy alternative. # Visual style The ad has a polished and modern aesthetic. The editing style features quick cuts and smooth transitions, keeping the pace fast and engaging. The production quality is high, with clear visuals and professional-looking text overlays. The visual motif is the split screen, which is used throughout the ad to showcase different aspects of the product. The pacing is consistent, with cuts timed to the music beats. The audio-visual sync is well-executed, enhancing the overall impact of the ad. # Hooks Spoken: [Singing] Cirkul Text overlay: Cirkul / THOUSANDS OF / 5 STAR / ⭐⭐⭐⭐⭐ / REVIEWS / NEW 30 oz. Travel / StrawSip™ Tumblers Visual: 00:00–00:02 A split screen is shown. On the left, a blue background with the Cirkul logo and text that reads "THOUSANDS OF 5 STAR REVIEWS" with five yellow stars. On the right, a person with fair skin holds a pink Cirkul bottle in front of a window. The bottle is in focus, and the background is slightly blurred. The camera is stationary. Below the split screen are two more shots of the Cirkul bottle in different colors. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the central frustration or problem is the lack of healthy and flavorful beverage options. The ad addresses the pain point of unhealthy flavored drinks by offering a customizable and healthy alternative. # Value propositions - Flavors your water to taste like all your favorite beverages! (Connects flavor variety to the benefit of enjoying your favorite drinks) - No Sugar, Zero Calories, No Artificial Colors (Connects product attributes to the benefit of healthy hydration) - Dial in the Flavor (Connects product feature to the benefit of customization) # Benefits - Flavors your water to taste like all your favorite beverages! - No Sugar - Zero Calories - No Artificial Colors - Leak-Resistant # Features - 30 oz. Travel StrawSip™ Tumblers - Over 100+ Flavors - Dial in the Flavor # Call to action None used. # Social proof - THOUSANDS OF 5 STAR REVIEWS # Point of view - Customer 50% – The ad features a customer demonstrating the product and its features. - Brand 50% – The ad uses text overlays and visuals to highlight product features and benefits. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a split screen showcasing the Cirkul logo and text that reads "THOUSANDS OF 5 STAR REVIEWS" on the left side. On the right side, a hand holds a pink Cirkul bottle. The message is to highlight the positive customer feedback and brand recognition. The perspective is from the brand, aiming to establish credibility and trust. The tone is upbeat and positive. - 00:02–00:04 00:02–00:04 The split screen continues, with the left side remaining the same. The right side shows a person filling the Cirkul bottle with water from a refrigerator dispenser. The message is to show how easy it is to use the Cirkul bottle. The perspective is from a customer, demonstrating the product in a real-life scenario. The tone is casual and practical. - 00:04–00:09 00:04–00:09 The split screen continues, with the left side remaining the same. The right side shows a person adding a flavor cartridge to the Cirkul bottle and dialing in the flavor. The message is to highlight the customization aspect of the product. The perspective is from a customer, demonstrating the product's features. The tone is informative and engaging. - 00:09–00:14 00:09–00:14 The split screen continues, with the left side remaining the same. The right side shows a person holding the Cirkul bottle by a pool. Text overlays highlight the benefits of the product: "No Sugar," "Zero Calories," "No Artificial Colors," and "Leak Resistant." The message is to reinforce the health benefits and convenience of the product. The perspective is from the brand, emphasizing the product's advantages. The tone is persuasive and appealing.

# Ad summary This ad for Cirkul features a woman offering either a free bottle or free flavor cartridges. It then cuts to various UGC style clips of people using the Cirkul product, which makes it easy to add flavor to boring water. The ad then highlights the over 150 flavor cartridges with the ability to adjust the intensity. # Brand positioning Cirkul positions itself as a modern solution to boring water. The brand offers customizable flavored water through a reusable bottle system. Cirkul aims to occupy the space of convenient, personalized hydration, appealing to those who seek variety in their beverage choices. The brand seemingly ignores norms around pre-packaged flavored drinks, instead offering a reusable system that reduces waste and allows users to adjust flavor intensity. With a focus on customization and a vast array of flavor options, Cirkul promotes a lifestyle of choice and convenience, empowering consumers to tailor their hydration experience to their liking. The brand is both functional, offering a solution to bland water, and emotional, appealing to a desire for variety. # Product Cirkul is a reusable water bottle system that allows users to customize their water with a variety of flavors. The system works by inserting a flavor cartridge, called a Sip, into the bottle's lid, which then infuses flavor into the water as the user drinks. It is designed for anyone looking to add flavor to their water in a convenient and customizable way. The product features over 150 flavor cartridges, known as Sips, to choose from. The bottle includes a flavor dial, allowing users to adjust the intensity of the flavor to their preference. Cirkul addresses the common purchase barrier of boring or bland water by providing a flavorful and customizable alternative. # Visual style The ad features a blend of a polished commercial and UGC-style footage. It's edited with quick cuts to showcase different aspects of the Cirkul product. The pacing is upbeat and consistent, with cuts timed to match the enthusiastic tone of the voiceover. # Hooks Spoken: Female 1: Free bottle or free flavor cartridges... you decide! Text overlay: FREE / *Limited time offer for New or Open Accounts only. See website for details. / *Sip offer contains 3 total flavor cartridges. No Sip flavor cartridge included with bottle. Visual: 00:00–00:01: A woman with fair skin, long brown hair pulled back, and wearing a navy sweater with "Cirkul" printed in white, stands in front of a white wall. She holds up a clear Cirkul bottle with a blue lid and three boxes of Cirkul flavor cartridges. The camera is stationary and close-up, focusing on the woman as she speaks enthusiastically. There is text overlayed on the screen in blue saying "FREE". / 00:01–00:03: The woman is now holding three boxes of Cirkul flavor cartridges. The camera remains stationary and close-up, still focusing on the woman as she speaks enthusiastically. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point addressed in the ad is “boring water”. The ad attempts to solve this problem by offering a customizable flavor system. # Value propositions - The flavor dial allows you to adjust the intensity just how you like it. - Over 150 flavors to choose from. # Benefits - Easy to add flavor to boring water - Customizable flavor intensity - Wide variety of flavor options # Features - Reusable water bottle system - Flavor cartridges (Sips) - Flavor dial to adjust intensity - Over 150 flavor cartridges # Call to action Secure this limited time offer right now! # Social proof - The ad includes short clips of real people using the product, which are presented as UGC-style endorsements. # Point of view - Brand 100% – The ad is delivered by a presenter and showcases real people using the product, making it seem user-friendly. # Storyline - 00:00–00:02 The presenter stands in front of a white wall next to boxes of Cirkul products. She presents either a free Cirkul bottle or free flavor cartridges. This is intended to entice the viewer with a special offer for the brand. - 00:02–00:12 Following the presenter's intro, the ad cuts to a series of brief UGC-style clips featuring Cirkul products. This implies the products are easy to use and customizable to individual lifestyles. - 00:06–00:12 As a direct continuation of the series of clips, the presenter shares some of Cirkul's differentiating features, such as a variety of flavors and the adjustable flavor dial. This emphasizes the benefits of using the product. - 00:12–00:14 After the product demo, the ad cuts to a male opening a box of Cirkul products, then cuts back to the presenter with a call to action: secure this limited time offer. This is intended to create a sense of urgency and encourage immediate purchase.

# Ad summary This ad demonstrates how the Cirkul Singles can be added to a glass of water to create a flavored beverage. # Brand positioning Cirkul is presented as a beverage brand focused on creating a fun and healthy way for consumers to drink more water. The brand has a line of flavored drink mixes with zero calories and zero sugar, and which also have 100mg of caffeine. The products are presented as a tool for consumers to add flavor to their water without adding calories or sugar. # Product The featured product is Cirkul Singles, zero-calorie, zero-sugar drink mixes that come in small, single-serving tubes. The flavor advertised is Black Cherry, which has 100mg of caffeine. The Cirkul Singles are designed to be added to water to turn plain water into a delicious, flavored drink. The ad highlights how they are a way to enjoy the taste of a cherry soda but still drink water. # Visual style The ad has a casual, UGC feel, with natural lighting and a static camera. The creator interacts directly with the camera and presents in a casual manner. The editing is simple with static shots. The pacing is slow and steady. # Hooks Spoken: 00:00–00:02 It tastes like I'm drinking a cherry soda but it's water Text overlay: 00:00–00:03 It tastes like I'm drinking a cherry soda but it's water Visual: 00:00–00:03 Close up, the creator with fair skin and long blonde hair pours a dark liquid into a mason jar filled with ice and water. She wears a purple t-shirt and light blue jeans. The background is a living room with a gray couch, a coffee table, and a fireplace. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The ad implies that the main problem is wanting to drink something that tastes like soda, but that is still water. # Value propositions - Enjoy the taste of soda without the sugar or calories. # Benefits - Tastes like cherry soda but is water - Just a dollar # Features - Zero calories - Zero sugar - 100mg of caffeine (Black Cherry flavor) # Call to action None used. # Social proof - “Okay I love my Cirkul® bottle and my flavor cartridges” – Female 1 (Customer) - “This literally tastes like I'm drinking cherry soda but I'm really just drinking a glass of water” – Female 1 (Customer) - “I'm not gonna lie I was skeptical at first…” – Female 1 (Customer) - “oh my gosh I'm obsessed” – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is trying the Cirkul Singles and sharing her experience. # Storyline - 00:00–00:02 00:00–00:02 The video begins with the creator talking about how the drink she is making tastes like a cherry soda but is actually water. This is intended to grab the viewer's attention by presenting a tasty-sounding drink with a healthy twist. - 00:02–00:03 00:02–00:03 The creator reveals that she is pouring a Cirkul Singles Black Cherry flavor into the water, which transitions to the product demonstration. - 00:03–00:06 00:03–00:06 The creator states that she loves her Cirkul bottle and flavor cartridges, which is a continuation of the brand promotion. - 00:06–00:08 00:06–00:08 The creator wonders if the Cirkul Singles are just as good, presenting this as a question from the customer’s POV, which frames the next part of the video as her answering this question. - 00:08–00:13 00:08–00:13 The creator pours the Cirkul Singles into the glass of water and stirs it, which shows how easy the product is to use. - 00:13–00:20 00:13–00:20 The creator drinks the water and is surprised that it tastes like a cherry soda, which conveys the product’s appeal. - 00:21–00:24 00:21–00:24 The creator decides to pour the whole Cirkul Singles tube in, which suggests that the product is highly enjoyable and encourages the viewer to use the product liberally. - 00:24–00:33 00:24–00:33 The creator tastes the water again and reiterates that it tastes like cherry soda but it is really a glass of water, which drives home the core benefit of the product. - 00:33–00:41 00:33–00:41 The creator admits that she was skeptical at first but now loves the product, and then mentions that the Cirkul Singles have zero calories, zero sugar, and 100mg of caffeine, which focuses on the functional benefits of the product. - 00:41–00:44 00:41–00:44 The creator mentions that the Cirkul Singles are just a dollar, which highlights the affordability of the product. - 00:44–00:50 00:44–00:50 The creator drinks the water and says that she is obsessed, which reinforces her genuine enjoyment of the product and encourages the viewer to try it.

# Ad summary This ad promotes the Cirkul 40oz All-Day Strawsip Tumbler as a fun and fashionable way to stay hydrated while on-the-go. It features diverse groups of young women using the tumbler in different settings, highlighting its use for travel, shopping, and hanging out with friends. # Brand positioning Cirkul is presented as a lifestyle brand that emphasizes fun, community, and healthy hydration. The brand is positioning itself within the space of fashionable and functional drinkware. The ad focuses on enjoying life's everyday moments with friends. The brand is youth-focused and trendy, with a clear emphasis on aesthetics and social connection. Cirkul promotes a sense of inclusivity and shared enjoyment of its product. # Product The Cirkul 40oz All-Day Strawsip Tumbler is a large-capacity, insulated beverage container designed for all-day use. The tumbler comes in various colors. The tumbler is suitable for anyone who wants to stay hydrated on the go, particularly young women who value aesthetics and convenience. The ad highlights its use in social settings, during travel, and while shopping. The tumbler's large capacity is intended to reduce the need for refills. The ad showcases the tumbler as an accessory that complements a trendy and active lifestyle. # Visual style The ad has a bright, upbeat, and energetic aesthetic. The production quality is polished, but still feels accessible, aiming for a hybrid between a UGC feel and a professional commercial. The editing style uses quick cuts to maintain a fast pace, mirroring the active lifestyles of the people shown. The pacing is consistent, with cuts timed to the rhythm of the upbeat music track. # Hooks Spoken: 00:00–00:02: [Singing] I want what I want. Text overlay: 40oz. ALL-DAY Visual: 00:00–00:01: A close-up shot of a lavender Cirkul tumbler on a blurred background of a bright kitchen. The camera is stationary and the tumbler rotates to show its features. The background includes a chandelier and white cabinets. The text overlay reads "40oz. ALL-DAY". / 00:01–00:02: A close-up shot of a white Cirkul tumbler in a bright kitchen. The camera is stationary and the tumbler rotates to show its features. The background includes white cabinets and a yellow object. The text overlay reads "40oz. ALL-DAY STRAWSIPrM TUMBLER". # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly mention a pain point, but it implies that people may struggle to stay hydrated throughout the day while on the go. # Value propositions - The 40oz capacity allows for "all-day hydration." # Benefits - All-day hydration # Features - 40oz capacity - Strawsip lid # Call to action None used. # Point of view - Customer 100% – The entire ad is shown from the perspective of happy customers using the product in their daily lives. # Storyline - 00:00–00:02 The ad opens with close-up shots of Cirkul tumblers in different colors, showcasing their design and size. The intention is to introduce the product and highlight its aesthetic appeal. - 00:02–00:04 A young woman in a hat is then shown getting into a car with a pink Cirkul tumbler. The intention is to depict the product being used in real-life situations. - 00:04–00:05 This then cuts to another shot of a woman in sunglasses in a car holding a purple Cirkul tumbler and smiling while driving. The intention is to further emphasize the product's portability and its association with fun and freedom. - 00:05–00:07 The ad continues to show different groups of women carrying Cirkul tumblers while shopping, highlighting how the product fits into everyday activities and social gatherings. - 00:07–00:09 A close-up shot of a woman drinking from a Cirkul tumbler is then shown, emphasizing the product's usability and the drinking experience. - 00:09–00:15 The ad ends with shots of friends toasting with Cirkul tumblers and having fun on the beach, reinforcing the idea that the product is meant to be shared and enjoyed in social settings.

# Ad summary This ad demonstrates Cirkul Singles, which contain electrolytes, vitamins, and hydration without sugar, calories, or artificial colors. The ad shows how the liquid single-serve flavor enhancers easily mix with water for a simple, nourishing, and delicious drink that is powder-free and mess-free for on-the-go hydration. # Brand positioning Cirkul is presented as a hydration brand that focuses on health-conscious consumers. The brand aims to occupy a space in the consumer's mind as a healthy, on-the-go hydration solution that contains electrolytes and vitamins but is free of sugar, calories, or artificial colors. The values align with a healthy lifestyle and are presented through an upbeat and clean aesthetic, suggesting the brand is both functional and enjoyable. # Product The advertised product is Cirkul Singles, a liquid flavor enhancer that provides electrolytes, vitamins, and hydration without sugar, calories, or artificial colors. It is designed for anyone who wants a healthier way to hydrate, especially those who are on-the-go and need a convenient option. The product comes in single-serve packets, making it easy to carry and use anywhere. The key selling points are its health benefits (electrolytes, vitamins), absence of unhealthy additives (sugar, calories, artificial colors), and its convenience (powder-free, mess-free, and portable). It's a flavor pack that makes water actually good, addressing the barrier of plain water being unappealing to some. # Visual style The ad has a bright and clean aesthetic, achieved through natural lighting and soft textures. The editing is smooth with static shots and minimal transitions. The overall production quality has a polished commercial feel, aiming to appeal to a health-conscious audience. The pacing is consistent, and the visuals are in sync with the voiceover. # Hooks Spoken: Female 1: Why I swear by Cirkul Singles for on-the-go hydration. Text overlay: 00:00–00:03 Visual: 00:00–00:02 A light-skinned person with long, manicured nails is positioned on the right of the frame, squeezing a Cirkul Singles packet into a glass of ice water. The setting is a brightly lit room with a white table. On the table, there is a lit candle, 4 Cirkul Singles packets laid out, the glass of ice water on a pink heart-shaped coaster, and a glass vase with purple and white flowers. The background is slightly blurred, showing a dark gray sofa. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration addressed is the difficulty in maintaining proper hydration while on-the-go, with an additional hurdle of water lacking appealing flavor and essential nutrients: "reach for a flavor pack that makes water actually good." # Value propositions - Electrolytes, vitamins, and real hydration without the sugar, calories, or artificial colors - Powder-free and mess-free keeps me going on-the-go # Benefits - On-the-go hydration - Makes water actually good # Features - Real electrolytes - Vitamins - Real hydration - Powder free - Mess free # Call to action None used. # Social proof - “Why I swear by Cirkul Singles for on-the-go hydration" – Female 1 (Customer) # Point of view - Customer 100% – A real user of the product is sharing its benefits in a casual, testimonial-style video. # Storyline - 00:00–00:02 The ad begins with the presenter pouring a Cirkul Single into a glass of water with ice. - 00:03–00:05 The speaker asks what her go-to hydration hack is, and the screen responds, “Cirkul Singles”. - 00:05–00:08 The presenter fills a glass with ice and water, then pulls out another Cirkul Single to add to the glass. - 00:08–00:10 The presenter then shows a Cirkul Single close up while describing that they are real electrolytes, vitamins, and real hydration. - 00:10–00:13 She continues to say that it is without sugar, calories, or artificial colors, pulling out another Cirkul Single to add to the glass. - 00:13–00:15 The presenter then adds the Cirkul Single to the water. - 00:15–00:17 The presenter pours a Cirkul Single into a glass of water with ice. - 00:17–00:21 The presenter notes that the product is powder-free and mess-free, stirring the water and showing that it keeps her going while also being on the go with her. - 00:21–00:23 The presenter then states it is simple, nourishing, and so delicious. - 00:23–00:26 The ad concludes with the presenter encouraging the viewer to reach for a flavor pack that makes water actually good, and proceeds to drink from the Cirkul-infused water.

# Ad summary This ad showcases a cost-effective travel hydration solution with Cirkul, highlighting how its water bottle and flavor cartridges bypass expensive airport drinks by allowing users to refill with free water and add flavor. # Brand positioning Cirkul is presented as a healthy and cost-effective alternative to traditional sugary drinks, targeting consumers who are health-conscious and looking to avoid sugar and calories. The brand positions itself as innovative and convenient, offering over 100 different flavors that can be added to water using flavor cartridges. The brand appeals to practical consumers who want to save money and reduce waste. Instead of buying expensive sugary drinks, customers can refill their water bottles with water and add flavors with Cirkul's reusable system. # Product The advertised product is the Cirkul water bottle system, which includes a reusable water bottle and flavor cartridges. The Cirkul bottle can flavor your water into over 100 delicious flavors, all with no sugar and zero calories. The flavor cartridges, like the FLyte Last Drive cartridge, insert into the bottle's lid, and a dial allows users to adjust the flavor intensity from 0 to 10. The product is aimed at travelers looking for a cost-effective and healthy way to stay hydrated without the hassle and expense of buying drinks at the airport. The product addresses the purchase barriers of high prices and unhealthy ingredients by offering a customizable, sugar-free hydration solution. # Visual style The ad has a UGC feel, shot from a first-person perspective with simple cuts. The production quality is casual, likely filmed on a smartphone, which adds to the authentic, relatable tone. The pacing is moderate, following a straightforward demonstration style that is easy to follow. The audio is synced with the visuals. # Hooks Spoken: 00:00–00:04 How do airports get away with charging almost $4 for a single sports drink? Text overlay: 00:00–00:01 airports / 00:01–00:02 get away with / 00:02–00:03 almost $4 / 00:03–00:04 single sports / 00:00–00:04 paid endorsement Visual: 00:00–00:02: The shot shows a receipt from an airport store with a yellow sports drink bottle in the foreground. The receipt itemizes the drink at $3.89. People are walking in the background. / 00:02–00:04: The shot focuses on a hand holding a yellow sports drink. A receipt is visible next to it in the background. People are walking in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the high cost of drinks at airports. This is signaled through the opening scene showing a receipt for a sports drink priced at almost $4. # Value propositions - Avoid high prices in the airport and drink with zero sugar or calories. - Flavor your water into over 100 delicious flavors with no sugar and zero calories. - Reusable and travel-friendly water bottle. # Benefits - No sugar - Zero calories - Cost-effective - Travel-friendly - Hydration solution # Features - Reusable water bottle - Flavor cartridges - Over 100 delicious flavors - Adjustable flavor dial (0-10) # Call to action Grab your favorite flavors and bottles now at drinkcirkul.com. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the first-person perspective of a customer showing off their travel hack. # Storyline - 00:00–00:05 The ad begins by highlighting the high cost of drinks at airports, setting up the problem that Cirkul solves. - 00:06–00:14 The ad transitions to the solution, showing the Cirkul bottle and flavor cartridges as a travel-friendly alternative. - 00:15–00:17 The ad then shows how easy it is to bring the Cirkul bottle through airport security without hassle. - 00:18–00:21 The ad shows how users can fill the Cirkul bottle with free water at a water station. - 00:21–00:28 The ad shows how flavor cartridges can be added to customize the water. - 00:29–00:35 The ad concludes by encouraging viewers to skip overpriced airport drinks and buy Cirkul products at drinkcirkul.com.

# Ad summary A young woman demonstrates the features of a Cirkul water bottle and flavor cartridges. She expresses her excitement over the flavor dial, which allows users to adjust the intensity of the flavor in their water. She also highlights that the flavor cartridges are zero calories and sugar-free. She concludes by sharing a statistic that 96% of people drink more water with Cirkul, which she was initially skeptical of but now believes. # Brand positioning Cirkul is presented as a brand that makes drinking water more enjoyable and customizable. The brand aims to occupy a space in the consumer's mind as an innovative solution to boring hydration. The brand aligns with a lifestyle that values health, flavor variety, and personalization. Cirkul pushes against the norm of plain, unflavored water and sugary drinks by offering a customizable, zero-calorie alternative. The brand positioning is both functional (customizable flavor intensity, zero calories) and emotional (enjoyable hydration, satisfying cravings). # Product The featured product is the Cirkul water bottle and flavor cartridges. The Cirkul water bottle is a reusable bottle with a unique flavor dial that allows users to adjust the intensity of the flavor in their water. The flavor cartridges are zero calories and sugar-free, offering a healthier alternative to sugary drinks. The product is for anyone who wants to drink more water but finds plain water boring. The bottle has a flip top. The flavor dial is a USP, allowing users to dial up and down the taste to their preference. The ad addresses the purchase barrier of plain water being unappealing by offering a customizable flavor experience. The ad tells the viewer that this product is worth trying because it makes drinking water more enjoyable and helps them stay hydrated without consuming sugar or calories. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean, modern aesthetic. The editing style is simple with static shots and smooth transitions. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The audio and visual elements are well-synced, with product actions and text overlays timed to the voiceover. # Hooks Spoken: Female 1: I'm seriously flipping out over this flavor. Text overlay: I'm seriously flipping out over this flavor Visual: 00:00–00:02: A young woman with long blonde hair, wearing a light purple sweatshirt, stands in front of a mirror in a brightly lit room. Behind her is a window with a view of palm trees and a light blue sky. To the left of the window are light purple curtains. She holds a light purple Cirkul water bottle and opens the flip top. # Funnel stage Consideration # Pain points The pain point is that plain water is boring and unappealing, making it difficult to stay hydrated. The ad addresses this by offering a customizable flavor experience that makes drinking water more enjoyable: "It tastes like I'm drinking a cherry soda, but it's water." # Value propositions - The flavor dial allows you to customize the intensity of the flavor to your liking. - The zero-calorie and sugar-free flavor cartridges allow you to enjoy flavored water without the guilt. # Benefits - Tastes like a cherry soda, but it's water - Dial up and down the taste - Drink more water - Zero calories and no sugar # Features - Flip top bottle - Flavor dial to adjust the taste - Zero calories - No sugar # Call to action None used. # Social proof - "I mean I heard that 96% of people drink more water with Cirkul" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:02 The creator expresses her excitement over the flavor of the Cirkul water bottle. - 00:02–00:04 She states her obsession with the flip bottle. - 00:04–00:10 She demonstrates how to use the flavor dial, starting with a setting of 4. - 00:10–00:20 She takes a sip and describes the taste as being like a cherry soda, but it's water. - 00:20–00:26 She expresses how crazy it is and decides to try a setting of 9 to really get that flavor. - 00:26–00:28 She explains that she loves the flavor dial because you can literally dial up and down the taste. - 00:28–00:30 She sets the dial to 9, calling it "full throttle." - 00:31–00:36 She takes another sip and reiterates that it seriously tastes like she's drinking a cherry soda, but she's really just drinking water. - 00:37–00:42 She says that's insane and shows the Cirkul flavor cartridge, highlighting that it's zero calories and no sugar. - 00:43–00:48 She shares a statistic that 96% of people drink more water with Cirkul, but she was skeptical at first. - 00:48–00:50 She concludes by stating that now she believes it.

# Ad summary This ad is for Cirkul water bottles and flavor cartridges. The creator explains that she has spent years searching for the perfect water bottle. She shows a number of other water bottles before showcasing the Cirkul water bottle, which allows the user to dial in the intensity of the flavoring. She encourages viewers to upgrade to a Cirkul water bottle today. # Brand positioning Cirkul is presented as a brand that offers a unique solution to help people drink more water by adding flavor in a customizable way. Unlike traditional flavored beverages loaded with sugar and artificial ingredients, Cirkul is shown as a healthier alternative. The brand appears to directly address the functional need for hydration, while also fulfilling the desire for taste and variety. The brand aligns with a lifestyle that prioritizes both wellness and enjoyment by offering a product that makes drinking water more appealing and convenient. # Product The product being advertised is the Cirkul water bottle and its flavor cartridges. The water bottle has a unique flavor cartridge that inserts into the lid, offering a dial that allows users to customize the flavor intensity of their water. These are called Sip Cartridges. By using these cartridges, people can flavor the water "to taste like your favorite beverage." The ad includes a strawberry flavor. The water bottle is for anyone who wants to easily make water more delicious and drink more water overall. # Visual style The ad has a polished UGC feel, with bright lighting and a clean, modern aesthetic. The editing is simple with straightforward cuts. The overall production quality suggests a hybrid approach, blending authentic, user-generated content with a more refined commercial look. This style choice helps build trust and credibility with the audience while maintaining a professional appearance. # Hooks Spoken: Female 1: I've spent years trying to find the perfect water bottle to get me to drink more water. Text overlay: 00:00–00:03: years / 00:00–00:03: perfect / 00:00–00:03: me a drink Visual: 00:00–00:03: A medium shot shows a woman with brown curly hair wearing a light-yellow top and jeans, standing in what appears to be a living room or dining room. She is holding a collection of water bottles. A table with a pink tablecloth and a vase of pink flowers is behind the water bottles. / 00:01–00:03: A close-up shows eight different water bottles and lids sitting on a table with a pink tablecloth. # Funnel stage Consideration # Pain points The pain point is the struggle to drink enough water. The woman states that she has "spent years trying to find the perfect water bottle to get me to drink more water." # Value propositions - Customize flavor intensity: The Cirkul bottle lets you control how much flavor you want in your water. - Easy hydration: It makes drinking more water both easy and delicious. # Benefits - Makes drinking more water easy - Makes drinking more water more delicious # Features - Sip Cartridges - Dial in the flavor intensity # Call to action Upgrade to Cirkul today. # Social proof - "I've spent years trying to find the perfect water bottle to get me to drink more water" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the first-person perspective of a customer reviewing and recommending the product. # Storyline - 00:00–00:03 The creator shows several water bottles and describes her search for the perfect water bottle. - 00:03–00:07 The creator showcases a green Cirkul water bottle. - 00:07–00:13 The creator explains how the sip cartridges can dial in the flavor intensity of your water. - 00:13–00:15 Closing shot of Cirkul bottle and boxes of sip cartridges; call to action to upgrade.

# Ad summary This ad features two men discussing the Cirku drink and its versatility for different needs and flavors. They delve into the genesis of the product as a solution to the messiness of powdered drink mixes and its eventual viral success on TikTok. They highlight the various product lines, including energy, electrolytes, vitamins, and iced tea options. # Brand positioning Cirku positions itself as an innovative hydration solution, challenging the norms of traditional disposable bottled water and messy powdered drink mixes. The brand offers a reusable bottle system with flavor cartridges, providing a customizable drinking experience. Cirku aims to be both functional and appealing, offering a variety of flavors and formulations, from energy boosters to vitamin-infused options. The brand aligns with a lifestyle focused on convenience, health, and personalization, offering a simple, flavorful alternative to plain water that can be dialed up or down to suit the consumer's preference. # Product The advertised product is Cirku, a customizable hydration system that includes a reusable water bottle and a range of flavor cartridges, or "Sips." These Sips can be easily popped into the bottle, allowing users to enjoy flavored water on the go. The system addresses the messiness and inconvenience of traditional powdered drink mixes. Key features include adjustable flavor intensity, caffeine, electrolytes, vitamins, and iced tea options to cater to various needs and preferences. The ad emphasizes the product's success on TikTok, with the brand accumulating over a million views in 30 days. Cirku offers different Sips, including "Inflow" for energy, "Fission" for caffeine and electrolytes, and iced tea flavors. The Sips are priced individually or in packs, providing options for every consumer. # Visual style The ad combines a polished podcast-style interview with user-generated content, creating a hybrid feel. The editing is a mix of static shots and quick cuts, especially during the TikTok content display. The production quality varies, with studio-lit interviews contrasting with the more raw, authentic look of UGC clips. The pacing is fairly consistent, with audio-visual sync noticeable during the product demonstrations, where actions align with the voiceover. # Hooks Spoken: Male 1: Disposable bottled water, sports drink powder, you try to pour it and you spill it. Text overlay: 00:00–00:01 / disposable / 00:00–00:01 / 00:00–00:01 / bottled water / 00:01–00:02 / powder. / 00:02–00:03 / spill it. Visual: 00:00–00:03: A split screen. The top half shows a man with light skin, light brown hair in a ponytail and gray collared shirt, wearing headphones. He is in a studio setting with a microphone and the words "Dudley's Sports Network" are on the wall behind him. The bottom half shows a person pouring a pink powder from a pink measuring cup into a half-filled plastic water bottle. # Funnel stage Consideration # Pain points The ad addresses the issue of the mess and inconvenience associated with using powdered drink mixes. It visually depicts the struggle of pouring the powder into a water bottle and spilling it in the process. # Value propositions - Easy to use - Customizable flavor intensity - Various health-focused options (caffeine, electrolytes, vitamins) - The ability to "dial it up" or "dial it down" for flavor preferences # Benefits - Convenient hydration - Customizable flavor - Avoid messy powder mixes - Versatile for different needs - Great taste # Features - Reusable water bottle - Flavor cartridges - Adjustable flavor intensity - Variety of flavors - Caffeine options - Electrolyte options - Vitamin options - Iced tea options # Call to action Shop now at DrinkCirku.com # Social proof - The ad highlights Cirku's viral success on TikTok, with over a million views in 30 days and two billion impressions. - The ad includes user-generated content of users with different products from Cirku # Point of view - Brand 100% – The brand's perspective is conveyed through podcast-style discussions and product demonstrations. # Storyline - 00:00–00:03 The ad starts with a split screen, featuring two men in a podcast setting above and a demonstration of powdered sports drink spilling into a water bottle below. - 00:00–00:03 The upper half of the screen shows the two podcast hosts discussing disposable bottled water and sports drink powder. The lower half of the screen is a visual of someone making a mess when trying to pour a powder into a water bottle. The podcast hosts are framing the problem that Cirku addresses. They are the speakers of the story, telling it from the brand's perspective and in a light, casual tone. - 00:05–00:07 The first host then proposes a solution to the mess: what if you could just pop the flavor into the bottle. The lower half of the split screen shows someone putting a Cirku flavor top onto a water bottle. - 00:08–00:09 The second host builds on that solution by talking about adjusting the dial up or down to change the flavor. The bottom half of the screen shows a close up of a hand demonstrating how to change the dial on the product. - 00:10–00:12 The first host moves onto talking about Cirku's success on TikTok. - 00:10–00:17 The lower half of the screen transitions to TikTok-style content showing user-generated content of users with different products from Cirku. The host is highlighting social proof of the brand's success. - 00:17–00:20 The upper half of the screen transitions to the first host talking about the product again while the lower half of the split screen shows someone refilling their Cirku bottle with water. This emphasizes how simple it is to add flavor to your water. - 00:20–00:26 The first host mentions that they have energy ones, which segways into the host listing more flavors of Cirku. These include caffeine, electrolytes, vitamins, and ice teas. - 00:26–00:27 The ad concludes with a call to action to shop now at DrinkCirku.com.

# Ad summary This ad promotes Cirkul's new 26oz StrawSip Flip Bottle, available exclusively at Walmart. The ad highlights the bottle's ability to personalize water with over 150 beverage options and adjustable flavor intensity. # Brand positioning Cirkul is presented as a brand focused on customizable hydration, offering a wide range of flavors and control over intensity. The brand aligns with a lifestyle that values personalization and variety, pushing against the monotony of plain water. The brand positioning is both functional, providing a unique hydration experience, and emotional, allowing users to tailor their drinks to their preferences. # Product The Cirkul StrawSip Flip Bottle is a 26oz water bottle designed for personalized hydration. It features a flip-top lid and a straw for easy drinking. The bottle is compatible with Cirkul's flavor cartridges, offering over 150 beverage options. Users have complete control over the flavor intensity, allowing them to personalize their water exactly how they like. The bottle is available exclusively at Walmart. # Visual style The ad features a bright and colorful aesthetic with a polished commercial feel. The editing style includes quick cuts and smooth transitions, maintaining a fast pace. The visuals are clean and well-lit, emphasizing the product's design and functionality. The audio-visual sync is well-coordinated, with text overlays and product actions timed to the music and voiceover. # Hooks Spoken: 00:00–00:03: Female 1: You'll flip out over the flavor of Cirkul's new water bottle. Text overlay: 00:00–00:03: You'll flip out Visual: 00:00–00:03: A close-up shot of a teal Cirkul water bottle against a pink brick wall background. The bottle is centered in the frame, and the camera zooms in slightly. Text overlay reads, "You'll flip out." A hand opens the lid to reveal a flavor cartridge inside. # Funnel stage Consideration # Pain points The ad implies that plain water can be boring and that people are looking for a more exciting and personalized hydration experience. The variety of flavors and control over intensity address this pain point by offering a customizable and enjoyable way to stay hydrated. # Value propositions - Personalize your water exactly how you like: This connects the feature of flavor control to the benefit of individual preference. - Over 150 beverage options: This connects the feature of variety to the benefit of having many choices. # Benefits - Personalized hydration - Complete control over flavor intensity - Variety of beverage options # Features - 26oz StrawSip Flip Bottle - Over 150 beverage options - Complete control to dial in the intensity # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of a satisfied customer who is enthusiastic about the product. # Storyline - You'll flip out over the flavor of Cirkul's new water bottle.–00:03 00:00–00:03: The ad begins with a woman introducing Cirkul's new water bottle, creating excitement and anticipation for the product. The tone is enthusiastic and inviting, aiming to capture the viewer's attention immediately. The perspective is from a customer sharing her positive experience. - With over 150 beverage options–00:05 00:03–00:05: The ad showcases the variety of beverage options available with Cirkul, emphasizing the extensive range of flavors. This highlights the product's versatility and appeal to different preferences. The perspective is from the brand, showcasing its product offerings. - that give you complete control to dial in the intensity,–00:08 00:05–00:08: The ad demonstrates the control users have over the flavor intensity, showing how to adjust the settings. This emphasizes the personalized experience and unique feature of the product. The perspective is from a customer demonstrating the product's functionality. - personalize your water exactly how you like.–00:11 00:08–00:11: The ad reinforces the ability to personalize water to individual preferences, highlighting the satisfaction and enjoyment users can derive from the product. The perspective is from a customer emphasizing the benefits of the product. - The 26oz StrawSip flip, available exclusively at Walmart.–00:14 00:11–00:14: The ad concludes by showcasing the product's name, size, and exclusive availability at Walmart, providing essential information for purchase. The perspective is from the brand, providing product details and call to action.

# Ad summary A woman in a car demonstrates how the Cirkul bottle and flavored cartridges can make drinking plain water into your new favorite beverage. # Brand positioning Cirkul offers a customizable hydration experience, allowing users to transform plain water into flavored drinks using interchangeable cartridges. By offering a variety of flavors in portable cartridges, Cirkul aims to position itself as a fun, convenient, and customizable alternative to traditional bottled drinks. The brand also presents a modern and youthful aesthetic, appealing to consumers who seek innovative ways to stay hydrated. # Product Cirkul’s 24oz StrawSip Tumbler is a portable, reusable water bottle designed to enhance hydration. It comes in limited edition colors such as blue, purple, and gray. The tumbler works with interchangeable flavor cartridges that attach to the top, allowing users to infuse plain water with a range of flavors. The flavor cartridges are packed with flavor and can turn plain water into your new favorite beverage. The product addresses the purchase barrier of needing more flavor in plain water. # Visual style The ad has a bright and clean aesthetic with natural lighting. The editing style is quick, featuring short clips of the product and the influencer. The production quality appears to be high-end, giving it a polished commercial feel. # Hooks Spoken: If you're looking for the easiest way to stay hydrated on the go, you have to check out these new limited edition Bottle Drops from Cirkul. Text overlay: POV: I got the only tumbler with great taste! / 24oz. ON-THE-GO / STRAWSIP / TUMBLER / Bottle Drops Visual: 00:00–00:02 The shot is framed from the POV of someone in the driver's seat of a car. Their hands are visible on the steering wheel. In the center console is a blue Cirkul water bottle with a clear lid and white flavor cartridge inside. The background shows trees and other cars through the windshield on a sunny day. / 00:02–00:04 The shot zooms in on a purple Cirkul water bottle sitting in a cup holder. The background shows the car’s dashboard, with a radio station and alerts visible. Lighting is bright. / 00:04–00:05 The shot zooms in on a gray Cirkul water bottle sitting in a cup holder. The background shows the car’s dashboard, with a radio station and alerts visible. Lighting is bright. # Funnel stage Consideration # Pain points Many people find plain water boring and struggle to drink enough of it throughout the day. "The magic is in the flavor cartridges." # Value propositions - The flavor cartridges transform plain water into your new favorite beverage # Benefits - Easiest way to stay hydrated on the go - Cartridges are packed with flavor - Transforms plain water into your new favorite beverage # Features - 24oz StrawSip Tumbler - Limited edition colors: blue, purple, and gray - Interchangeable flavor cartridges - FROSTED PINEAPPLE MANGO flavor cartridge # Call to action Get yours before they sell out again, at DrinkCirkul.com. # Social proof - "If you're looking for the easiest way to stay hydrated on the go, you have to check out these new limited edition Bottle Drops from Cirkul" - Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a woman in a car who is a customer of Cirkul. # Storyline - 00:00–00:02 A woman is driving her car and holding a blue Cirkul tumbler. - 00:00–00:05 The woman notes the easiest way to stay hydrated on the go is to check out Cirkul. - 00:02–00:04 The camera zooms in on the Cirkul bottle, which is now purple, as she holds it in the car. - 00:04–00:06 The camera zooms in on the Cirkul bottle, which is now gray, as she holds it in the car. - 00:05–00:08 Next, she shows a blue Cirkul water bottle in the car, and explains the magic is in the flavor cartridges. - 00:07–00:12 She holds up a Pineapple Mango flavor cartridge, noting the cartridges are packed with flavor and turn plain water into your new favorite beverage. - 00:11–00:13 The woman prompts viewers to get theirs before they sell out again. - 00:13–00:15 The video cuts to three Cirkul bottles in blue, gray, and purple with text overlay directing viewers to DrinkCirkul.com.

# Ad summary A woman shares how she swapped sugary energy and workout drinks for Cirkul, and that this simple swap has completely upped her wellness routine. She shares that with Cirkul, she loves that she can control the functional benefits and flavor intensity by just turning a dial and that there's no sugar, zero calories, and no artificial colors. She encourages the viewer to try Cirkul for literally one dollar and leaves a link. # Brand positioning Cirkul is presented as a healthier, customizable alternative to sugary energy and workout drinks. The brand offers water bottles with flavor cartridges or powder singles that allow users to control the functional benefits and flavor intensity of their water, all while avoiding sugar, calories, and artificial colors. Cirkul positions itself as a brand that aligns with a wellness-focused lifestyle, offering a refreshing and conscious way to stay hydrated and energized without compromising on taste or health. # Product The product being advertised is Cirkul, a brand that offers a customizable hydration experience. Cirkul products include water bottles with flavor cartridges, known as Sips, and Cirkul Singles. The Sips come in a variety of flavors and functional benefits like electrolytes and caffeine, allowing users to choose what benefits they need for their workouts, early mornings, or just to stay hydrated consistently. The product addresses purchase barriers by offering a sugar-free, zero-calorie, and artificial color-free option and by allowing the user to control the intensity of the flavor. The water bottle allows users to control the functional benefits and flavor intensity by just turning a dial. The Cirkul Singles are a powder that users add to water. # Visual style The ad has a polished UGC feel, with natural lighting and smooth transitions. The editing style is simple, with mostly static shots and a few smooth transitions, creating a casual and relatable tone. The pacing is moderate and consistent, fitting the rhythm of the voiceover. # Hooks Spoken: Female 1: I can't say this will work for everyone, but this has completely changed my morning workouts. Text overlay: How do you stay energized without energy drinks?? (Text message UI) Visual: 00:00–00:04: A medium close-up shot of a young, white woman with long blonde hair, wearing a light yellow shirt and multiple rings, who is speaking directly to the camera. Above her head, there is a text message UI that reads, "How do you stay energized without energy drinks??" with a row of emojis at the top. The background is a plain white wall with a barely visible painting. # Funnel stage Consideration # Pain points Sugary energy and workout drinks are unhealthy because of what is inside them. # Value propositions - Customize your hydration with electrolytes, caffeine, or just enough flavor to drink water consistently. - Control your water's functional benefits and flavor intensity, all while enjoying a sugar-free, zero-calorie, and artificial color-free experience. # Benefits - Stay hydrated consistently - Control the functional benefits and flavor intensity - No sugar, zero calories, and no artificial colors - Feel stronger, clearer headed, and more energized # Features - Customizable hydration experience - Variety of flavors and functional benefits (electrolytes, caffeine) - Sugar-free - Zero-calorie - Artificial color-free - Control the intensity of the flavor # Call to action I'll leave the link right here # Social proof - "I can't say this will work for everyone, but this has completely changed my morning workouts" - Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is sharing their experience with the product and how it has benefited them. # Storyline - 00:00–00:02 A woman speaks to the camera asking the viewer how they stay energized without energy drinks, admitting that what she's about to say may not work for everyone. - 00:02–00:06 She shares that what she's about to share has completely changed her morning workouts, and then admits that she fell for the trap of sugary energy and workout drinks. - 00:07–00:13 The woman continues by stating that once she found out what was inside the sugary energy and workout drinks, she was disgusted and this is why she made a small swap with Cirkul. - 00:13–00:15 She shares that it's just water, but she chooses what it does. - 00:16–00:21 She then explains how on big workout days, she needs electrolytes and on some mornings before an early workout she wants caffeine. - 00:21–00:24 The woman continues by stating that on some days, she just wants enough flavor to keep her drinking water consistently. - 00:24–00:29 She loves that she can control the functional benefits and flavor intensity by just turning a dial. - 00:30–00:34 She also loves that there's no sugar, zero calories, and no artificial colors. - 00:34–00:44 She states that just a small change from sugary workout drinks to now drinking with Cirkul has completely upped her wellness routine, and that she feels stronger, clearer headed, and more energized. - 00:44–00:48 The woman continues by sharing that it feels good knowing what's in her bottle and what's not, and that you can try Cirkul for literally $1. - 00:48–00:49 She leaves the link.