How De Soi Advertises on Meta

# Ad summary An image ad that emulates an Instagram story featuring a woman holding a cocktail next to a can of De Soi. The woman claims the beverage tastes good and contains adaptogens so that it gives her "the perf little buzz without the booze. No more hangovers!" # Brand positioning De Soi is presented as a sophisticated, health-conscious alternative to traditional alcoholic beverages. The brand seems to target consumers who enjoy the social aspect of drinking but are looking for options that avoid the negative side effects of alcohol, such as hangovers. It positions itself as a lifestyle choice that allows for a "perfect little buzz" without the downsides of alcohol, appealing to those who value both enjoyment and well-being. The use of adaptogens also taps into the wellness trend, suggesting a focus on natural ingredients that offer health benefits. # Product De Soi is advertised as a non-alcoholic apéritif, specifically a sparkling rosé, designed to mimic the experience of drinking alcohol without the negative side effects. It contains adaptogens, ingredients known for their health benefits, and is described as providing a "perf little buzz" without the actual alcohol. The product is marketed as a beverage that tastes good and eliminates hangovers. The ad implies the drink is targeted towards those who enjoy the taste and social aspect of alcoholic beverages but desire a healthier, hangover-free alternative. # Visual style The ad has a UGC aesthetic with a casual, lifestyle vibe. It is shot to resemble an Instagram story, complete with reply boxes and informal text overlays. The lighting is natural and bright, which enhances the approachable feeling. The overall visual style is designed to blend seamlessly into a social media feed, making it easily scannable and relatable. # Hooks Headline: Yesss totally! Actually tastes so good. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of hangovers associated with drinking alcohol. The phrase "No more hangovers!" indicates that the product solves the problem of feeling unwell after consuming alcoholic beverages. # Value propositions - adaptogens so it gives me the perf little buzz without the booze. No more hangovers! # Benefits - No more hangovers! # Features - filled with dreamy adaptogens - gives me the perf little buzz without the booze # Call to action None used. # Social proof - "Does it actually scratch the itch?? I can't imagine giving up my rosé! 🥂" - "Yesss totally! Actually tastes so good." # Point of view - Customer: The ad is formatted like an Instagram story and includes a person holding the drink while offering a testimonial, which establishes a user-generated content style and puts the audience in the customer's POV. - Customer: The Instagram story reply box showing the first customer's question about the product suggests that the testimonial is the answer to the initial question, and it helps establish a real person using the product. # Storyline - The ad opens with a young woman holding a drink and smiling. This is meant to convey approachability and enjoyment of the product from the customer's POV. - Next, a mock-up of an Instagram story reply box is displayed, suggesting a customer initially inquired about the drink. This sets up a question-and-answer dynamic, further implying the product is the customer's POV. - Finally, text overlay at the bottom of the image offers a testimonial about the drink's taste, ingredients, and lack of hangover. This is presented as the product user's POV.

# Ad summary A user-generated Instagram story ad for De Soi's Spritz Italiano. The ad features a hand holding a coupe glass filled with the Spritz Italiano, with overlaid text providing a positive review and urging viewers to try it. # Brand positioning De Soi is presented as a modern beverage brand offering a sophisticated alternative to traditional alcoholic cocktails. The brand is positioned for individuals who appreciate the social ritual of drinking but are looking for non-alcoholic options without compromising on taste or experience. The brand promotes a lifestyle that embraces both indulgence and mindful consumption, defying the norms of exclusively alcoholic social beverages. # Product The featured product is De Soi's Spritz Italiano, a non-alcoholic aperitif. The ad highlights that it tastes similar to an Aperol Spritz, targeting those who enjoy the flavor profile of classic cocktails but are seeking an alcohol-free version. It is presented as a share-worthy beverage, suggesting it is suitable for social gatherings or personal enjoyment at home. The ad attempts to lower the purchase barrier by presenting it as a familiar and enjoyable experience, similar to a favorite restaurant cocktail, and invites the viewer to try it today. # Visual style The ad has a UGC style, resembling a casual Instagram story. The shot is a medium close-up, simulating a personal, unfiltered snapshot. The soft lighting and neutral background contribute to an approachable feel. # Hooks Headline: I just tried De Soi's Spritz Italiano a couple weeks ago, and I'm so obsessed! # Funnel stage Consideration # Pain points The pain point is the desire to enjoy a sophisticated cocktail experience without consuming alcohol. # Value propositions - Enjoying the taste of an Aperol Spritz without the alcohol. - A beverage that is share-worthy. # Benefits - Basically tastes just like the Aperol Spritz from my fave restaurant - Definitely worth the share # Features - Spritz Italiano # Call to action Try De Soi today. # Social proof - I just tried De Soi's Spritz Italiano a couple weeks ago, and I'm so obsessed! # Point of view - Customer: The POV throughout the image is that of a customer sharing a positive experience and recommendation, as seen through captions praising the product and encouraging others to try it. # Storyline - From the perspective of a customer, the ad starts with a declaration of recent discovery and strong liking of De Soi's Spritz Italiano, establishing enthusiasm and sparking initial interest. - From the same customer perspective, it then draws a direct comparison to the familiar and well-loved Aperol Spritz, grounding the product in a known flavor profile and easing hesitation. - Finally, still from the customer's POV, the ad encourages engagement with a call to action to try De Soi, leveraging the positive experience shared to prompt immediate action.

# Ad summary The ad showcases De Soi non-alcoholic beverages, emphasizing their great taste and suggesting they are a sophisticated alternative to traditional alcoholic drinks. # Brand positioning De Soi is presented as a sophisticated and health-conscious brand offering non-alcoholic sparkling beverages. The brand positions itself as an alternative to traditional alcoholic drinks, focusing on delivering a delicious and enjoyable experience without the alcohol content. The brand emphasizes taste and elegance, aligning with a lifestyle that values both enjoyment and well-being. De Soi appears to push against the norm that sophisticated drinks must be alcoholic and instead creates its own category. # Product De Soi offers a range of non-alcoholic sparkling beverages. The drinks come in slim cans, each with a unique flavor profile: one is described as "HEARTFOOD RICH" while another is "Sparkling Non-Alcoholic Apéritif" and another is "Golden Hour". The ad highlights the beverages' appeal as tasty alternatives to alcoholic drinks. The drinks are shown poured into elegant glassware, suggesting they are suitable for special occasions or elevated everyday enjoyment. The presentation aims to overcome the potential purchase barrier that non-alcoholic drinks may not offer the same sophisticated experience as alcoholic beverages. # Visual style The ad has a bright, clean, and natural aesthetic, achieved with natural lighting. The composition is simple, focusing on the product. The color palette is soft and warm, using the colors of the drinks to add visual interest. The production quality is high, suggesting the ad was professionally shot. # Hooks Headline: Non-alc drinks that actually taste SO good >>> # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the common perception that non-alcoholic drinks do not taste good. It challenges this notion with the statement: “Non-alc drinks that actually taste SO good >>>” # Value propositions - Non-alcoholic drink that actually tastes good - Heartfood rich aperitif # Benefits - Taste great # Features - Sparkling Non-Alcoholic Apéritif # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption, displaying De Soi beverages, implying that the brand challenges the norm of non-alcoholic drinks tasting bad. - Observer: The audience sees De Soi and the drinks poured into glasses. # Storyline - The ad begins with a statement that non-alcoholic drinks can taste good, addressing a common preconception. This message intends to surprise the viewer and pique interest, challenging the idea that non-alcoholic beverages are inferior. The audience experiences this from the brand's perspective. - The ad then displays the De Soi beverages and drinks poured into glasses, offering visual proof that these are appealing alternatives. The intention here is to present the brand’s products as a legitimate option. The audience experiences this from an observer's point of view. - The final beat shows the cans with their branding and suggests the drinks are a ready-to-drink, non-alcoholic solution for various occasions. This reinforces the brand's positioning. The audience experiences this from the brand's point of view.

# Ad summary This image ad promotes De Soi, highlighting that it tastes just like a spicy margarita but without the hangover. The ad utilizes user-generated content, featuring a hand holding a can of De Soi next to a pink stemmed glass with a lime and a pepper. # Brand positioning De Soi positions itself as an adaptogen-rich, non-alcoholic sparkling beverage, offering a sophisticated alternative to traditional cocktails. Aimed at health-conscious consumers who don't want to sacrifice flavor or social experiences, De Soi promises the same taste and enjoyment as a classic spicy margarita, but without the negative side effects like hangovers. This positions the brand as a guilt-free indulgence, aligning with a lifestyle that values wellness and mindful consumption. # Product De Soi is an adaptogen-rich, non-alcoholic sparkling beverage designed to mimic the taste of a classic spicy margarita without the alcohol or hangover. It is available in a slim can format and is ready-to-drink. The product is targeted toward individuals who enjoy the taste of cocktails but want to avoid alcohol consumption. Its USPs include being adaptogen-rich and offering the same taste as a spicy margarita without the hangover. The ad showcases the product alongside the elements used in a spicy margarita—a lime and a pepper—highlighting its flavor profile and suggesting it's a worthy substitute. # Visual style The ad uses a real-life, handheld, casual visual style, resembling user-generated content or an Instagram story. The shot is brightly lit, with natural-looking lighting and minimal editing, giving it an authentic and relatable feel. The overall effect is designed to mimic content that blends seamlessly into a social media feed, enhancing scannability and likability. # Hooks Headline: are you kidding me? @drinkdesoi exactly like my fave spicy marg. without the hangover. OBSESSED! # Funnel stage Consideration # Pain points The pain point is the negative effects of alcohol, specifically hangovers, and the desire for a flavorful cocktail without those effects. The line "exactly like my fave spicy marg. without the hangover" implies the frustration of enjoying a favorite drink but dealing with the aftermath. # Value propositions - The product's taste is comparable to a spicy margarita but without the negative side effects of alcohol. # Benefits - exactly like my fave spicy marg. without the hangover # Features - Adaptogen Rich - Non-alcoholic # Call to action None used. # Social proof - "are you kidding me? @drinkdesoi exactly like my fave spicy marg. without the hangover. OBSESSED!" - @sophiegirl187 # Point of view - Customer: The testimonial at the top of the image expresses a customer's personal experience and enthusiasm for the product. - Brand: The product placement and visual representation of ingredients showcase the brand's offer. # Storyline - The image opens with a user testimonial from @sophiegirl187 expressing surprise and delight at the brand. The intent is to capture attention by establishing that the product has an element of surprise and that it's sparking interest. - The user continues to describe the product as "exactly like my fave spicy marg, without the hangover," followed by "OBSESSED!" This is meant to convey the experience of a customer, drawing the audience in with a relatable, enthusiastic review and emphasizing the taste and benefit of avoiding a hangover. - The product is featured next to traditional margarita ingredients, a lime and a pepper, in order to convey that it has a similar ingredient profile to the drink it is imitating.

# Ad summary This ad showcases the Desoi brand of mushroom and l-theanine drinks that promote relaxation and mental clarity. The ad features two flavors, Golden Hour and Purple Lune, in a lifestyle context shared by the user, sophiegirl187. # Brand positioning Desoi is presented as a purveyor of unique functional beverages designed for relaxation and mental clarity. The brand uses ingredients like reishi mushroom, lion's mane, and l-theanine. Desoi is positioned in a space that values both mental and physical well-being and aligns with a lifestyle that seeks balance and clarity. The brand pushes against traditional beverage norms by focusing on functional benefits rather than just taste or refreshment. # Product The Desoi beverages are functional drinks containing reishi mushroom, lion's mane, and l-theanine designed to promote relaxation and mental clarity. The ad showcases two distinct flavors: Golden Hour and Purple Lune. These drinks are marketed towards individuals seeking enhanced relaxation and mental focus. The beverages are presented as a repeatable choice, suggesting daily or regular consumption. The drinks address the need for mental well-being, presenting themselves as a solution for those seeking to relax and improve their mental clarity. # Visual style The ad adopts a UGC style, mimicking a casual social media story post. It uses natural lighting and a simple composition. The ad is designed to look native to social media platforms, aiming for authenticity and relatability. The typography is clean and legible, integrated seamlessly into the image to enhance scannability. # Hooks Headline: What I'll be drinking on repeat this month 👑 @drinkdesoi golden hour and purple lune # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a need for stress relief and enhanced mental focus. The copy alludes to this need by suggesting the drinks are consumed for "relaxation and mental clarity!!!" # Value propositions - reishi mushroom + lion's mane + l-theanine for relaxation and mental clarity!!! # Benefits - for relaxation - mental clarity # Features - reishi mushroom - lion's mane - l-theanine # Call to action None used. # Social proof - The ad leverages social proof by showing a user (sophiegirl187) enjoying and recommending the product, indicated by the statement, "What I'll be drinking on repeat this month." # Point of view - Customer: The ad presents a drink recommendation in a social media story, emulating a user's organic post about their favorite beverage. - Brand: The ad calls out ingredients and functional benefits via an annotation, communicating the product's value proposition. # Storyline - The image opens with a casual lifestyle post from the user sophiegirl187. The intention is to leverage social proof and influencer marketing by showcasing the products in a real-life context. The viewer experiences this moment from the perspective of a follower of sophiegirl187. - The post highlights that the user will be drinking the Desoi beverages repeatedly this month. This suggests regular consumption and enjoyment of the products. The viewer is experiencing this from the customer's perspective. - The image shows two flavors of Desoi drinks (Golden Hour and Purple Lune), emphasizing the products’ functionality by listing key ingredients and their benefits. The viewer is experiencing this from the brand's perspective.

# Ad summary This image ad features a can of De Soi, a non-alcoholic beverage, alongside a cocktail glass filled with the same drink and garnished with a wedge of watermelon. The ad uses a testimonial to suggest that De Soi is "like aperol spritz, only better". # Brand positioning De Soi is presented as a sophisticated, non-alcoholic alternative to traditional cocktails, specifically targeting those who enjoy the taste and experience of drinks like Aperol Spritz but want to avoid alcohol. The brand positions itself as a premium option, offering a better-tasting alternative that doesn't compromise on flavor or enjoyment. The emphasis on being non-alcoholic suggests a focus on health-consciousness and inclusivity, appealing to a lifestyle that values mindful consumption without sacrificing social experiences. # Product The advertised product is De Soi, a non-alcoholic aperitif. The can is prominently displayed, featuring a light blue background with an orange section. The can is labeled with the brand name, "De Soi," and describes the beverage as "Sparkling Non-Alcoholic Apéritif Spritz Italiane™️". The drink is also served in a clear glass with ice and a wedge of watermelon, showcasing its use as a cocktail. The ad appeals to consumers seeking a sophisticated, alcohol-free beverage option that mirrors the taste and experience of alcoholic cocktails without the alcohol content. The ad highlights De Soi as a better alternative to aperol spritz. # Visual style The ad employs a clean and inviting visual aesthetic with a focus on natural lighting and soft textures. The production quality appears to be studio-shot. The visual motifs include a flatlay composition with the product prominently displayed, balanced by a testimonial quote and star rating. The image treatment involves subtle color grading to enhance the warm tones, creating an appealing and approachable vibe. The typography is integrated with a modern and legible font choice, enhancing the overall readability and scannability of the ad in feed. # Hooks Headline: "Like aperol spritz, only better" # Funnel stage Consideration # Pain points The ad addresses the desire for a sophisticated cocktail experience without the alcohol content. # Value propositions - Non-alcoholic alternative to aperol spritz. # Benefits - "Like aperol spritz, only better" # Features - Sparkling Non-Alcoholic Apéritif # Call to action None used. # Social proof - "Like aperol spritz, only better" - Joan B. # Point of view - Brand: The brand name is displayed prominently at the top, establishing the brand presence. - Customer: The testimonial quote expresses the customer's positive experience with the product, suggesting satisfaction and enjoyment. - Brand: The product itself is shown in both can and drink form, showcasing the product and its use case. # Storyline - The ad opens by establishing the brand name, De Soi, setting the stage for a sophisticated, beverage-focused experience. The intent is to introduce the brand as a premium drink option, viewed from the brand's perspective. - Next, a testimonial quote is presented, "Like aperol spritz, only better" - Joan B., to convey the drink's superior taste and quality compared to a popular alcoholic beverage. This creates a customer POV and influences the audience by highlighting the positive experiences of others. - Finally, the product is visually highlighted through a can and a prepared cocktail, reinforcing the brand’s offering as a ready-to-drink beverage that is both convenient and aesthetically pleasing. The brand aims to showcase the product’s versatility and appeal to consumers looking for a non-alcoholic yet sophisticated option, from a brand perspective.

# Ad summary This ad features a canned beverage called De Soi. The ad utilizes a customer testimonial, emphasizing the perfect balance of flavors and the enjoyable experience it provides for unwinding at the end of the day. # Brand positioning De Soi presents itself as a sophisticated and health-conscious alternative to traditional alcoholic beverages. The brand aims to occupy a space in the market for individuals seeking a refined, flavorful drink without the effects of alcohol. The language and visuals suggest a focus on natural ingredients and an enjoyable drinking experience that fits seamlessly into a relaxing lifestyle. The brand promotes winding down without sacrificing taste or social engagement, appealing to those who value both flavor and mindful consumption. # Product De Soi is a sparkling non-alcoholic aperitif, specifically the Golden Hour variety. The product is marketed as a flavorful and herbaceous beverage perfect for those seeking a sophisticated, alcohol-free option. It is presented as an ideal choice for unwinding at the end of the day, offering a fun and delicious way to relax without the effects of alcohol. The aperitif aims to address the purchase barrier for people who want to participate in social drinking occasions but prefer not to consume alcohol, offering a balanced and flavorful alternative that doesn't compromise the experience. # Visual style The ad has a clean and inviting visual style, using a natural color palette of yellows, greens, and off-whites. The lighting is warm and soft, creating a relaxed and appealing atmosphere. The composition features natural elements like fruit and flowers, which enhances the organic feel of the product. The image is well-lit and high-quality. # Hooks Headline: This is perfect, not too sweet and checks the boxes of citrusy and herbaceous which are my favorite qualities in a cocktail. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of feeling like you're missing out on the experience of having a cocktail when choosing a non-alcoholic beverage. The testimonial "Truly don't feel like I'm missing out on anything" is a direct response to this pain point. # Value propositions - Non-alcoholic aperitif that provides a fun and delicious way to wind down. - Perfect balance of citrusy and herbaceous qualities, making it an enjoyable alternative to traditional cocktails. # Benefits - Fun and delicious way to wind down at the end of the day - Doesn't feel like missing out on anything # Features - Sparkling Non-Alcoholic Aperitif - Citrusy and herbaceous qualities # Call to action None used. # Social proof - "This is perfect, not too sweet and checks the boxes of citrusy and herbaceous which are my favorite qualities in a cocktail." - "Truly don't feel like I'm missing out on anything because this is a really fun and delicious way to wind down at the end of the day." # Point of view - Customer: The customer's perspective is used through the testimonial quote in the top section of the image to build credibility and highlight the positive experience of using the product. # Storyline - The ad opens with a testimonial quote expressing that the product is 'perfect, not too sweet' and that it checks the boxes of 'citrusy and herbaceous' flavors, which are qualities the speaker loves in a cocktail. This is the customer's POV, sharing their initial satisfaction with the beverage, setting a positive tone and introducing the product's key flavor attributes. - The testimonial continues by highlighting that the speaker doesn't feel like they're 'missing out on anything' because the drink is a 'really fun and delicious way to wind down at the end of the day'. This is the customer's POV, emphasizing the enjoyable and satisfying experience of drinking De Soi, addressing a potential concern that non-alcoholic drinks might lack the appeal of alcoholic cocktails.

# Ad summary This image ad features the De Soi brand, showcasing customer testimonials in a format that mimics social media comments. A hand pours the Golden Hour non-alcoholic aperitif into a stemmed glass while a can of the drink sits nearby. The ad uses a pastel color scheme and elegant styling to position the product as a sophisticated and celebratory beverage. # Brand positioning De Soi presents itself as a sophisticated and celebratory beverage brand, specifically focusing on non-alcoholic aperitifs. The brand aims to occupy a unique space in the market by offering a healthy and elegant alternative to traditional alcoholic drinks. It aligns with values of wellness and mindful consumption, positioning itself for consumers who want to enjoy social occasions without the effects of alcohol. The brand pushes against the norms of alcoholic beverage marketing by emphasizing health and flavor over intoxication, carving out a niche in the non-alcoholic sector with a focus on premium ingredients and enjoyable taste. # Product De Soi's Golden Hour is a sparkling non-alcoholic aperitif designed for celebratory occasions. It's presented as a crisp, refreshing, and flavorful alternative to traditional alcoholic beverages, allowing consumers to enjoy social gatherings without the effects of alcohol. The aperitif is marketed for those seeking a light and bubbly drink that can light up any celebration, as highlighted in customer testimonials. Its unique selling point is its ability to provide a sophisticated drinking experience without the presence of alcohol, addressing the purchase barrier of health concerns or lifestyle choices related to alcohol consumption. The product aims to offer a guilt-free indulgence that still feels special and celebratory. # Visual style The ad features a highly polished, studio-shot aesthetic. It utilizes a pastel color scheme, creating a soft and elegant visual tone. The use of lifestyle elements, such as the stemmed glass and lemon, conveys a sense of sophistication and celebration. The typography is clean and legible, integrated smoothly with the visual elements. The ad mimics a platform-native style with the inclusion of speech bubbles resembling social media comments, enhancing scannability and stop power in-feed. # Hooks Headline: "Only negative about these is that they disappear so quickly! Golden Hour is one of my top flavors." # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration addressed in the ad is the desire to enjoy celebratory and sophisticated drinks without the effects of alcohol. This is signaled by testimonials like "reminds me of a Moscow mule without the booze," indicating a need for alcohol-free options that still provide a premium drinking experience. # Value propositions - Non-alcoholic alternative for celebrations - Delicious and guilt-free indulgence # Benefits - Reminds me of a Moscow mule without the booze. Crisp and refreshing. - Light and bubbly, this was my go to for celebrating the New Year! It lights up any celebration # Features - Sparkling non-alcoholic aperitif # Call to action None used. # Social proof - "Loved this flavor - reminds me of a Moscow mule without the booze. Crisp and refreshing." – Sarah L. - "Only negative about these is that they disappear so quickly! Golden Hour is one of my top flavors." – Amanda G. - "Light and bubbly, this was my go to for celebrating the New Year! It lights up any celebration" – Rae C. G. # Point of view - Customer: The speech bubbles at the top and bottom showcase individual testimonials, building trust through positive experiences. - Brand: The aperitif being poured into a stemmed glass highlights the drink's visual appeal and suggests a sophisticated serving experience. # Storyline - The ad begins with customer testimonials displayed in speech bubbles, mimicking social media comments. This is included to build credibility and trust by showcasing positive experiences from real users. The audience experiences this part of the story from the perspective of potential customers seeing validation from their peers, which serves to increase their interest and confidence in the product. - Next, the ad showcases a hand pouring the Golden Hour aperitif into a stemmed glass, highlighting the drink's visual appeal and suggesting a sophisticated serving experience. This is intended to demonstrate the product's elegance and suitability for celebrations. The audience sees this from the brand's perspective, emphasizing the aspirational qualities and refined enjoyment of the product. - The ad concludes with a can of De Soi's Golden Hour positioned next to the filled glass, reinforcing brand recognition and making the product tangible for the viewer. This is designed to drive home the accessibility and availability of the product. The audience experiences this from a neutral perspective, solidifying the product's presence and recall for potential purchase.

# Ad summary This ad features a testimonial for De Soi non-alcoholic beverages. The ad features a quote from a customer, Molly S., who expresses how much she loves the flavor and the way it makes her feel. The ad appears to be targeting individuals who are looking for a non-alcoholic beverage. # Brand positioning De Soi is presented as a brand that offers sophisticated, non-alcoholic beverages. The brand is positioned as a premium alternative for those seeking flavorful and enjoyable drinks without the alcohol. The ad's emphasis on the amazing flavor and the positive feeling it evokes suggests a focus on enjoyment and inclusivity, appealing to consumers who prioritize taste and experience in their beverage choices. # Product The ad showcases De Soi non-alcoholic beverages as flavorful alternatives to alcoholic drinks. It is marketed towards individuals looking for sophisticated and enjoyable drinks without the effects of alcohol. The customer testimonial highlights that the product has amazing flavor and makes her feel great. The ad aims to overcome the perception that non-alcoholic beverages lack the taste and experience of alcoholic counterparts. # Visual style The ad has a clean and vibrant visual style, making it appealing and eye-catching. The focus is on the product and the positive testimonials from customers. # Hooks Headline: "I've tried so many non- alcoholic beverages over the last 6 months, this is hands down the BEST. The flavor is amazing, and the way it makes me feel beats every non-alcoholic drink out there." # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is finding a non-alcoholic beverage that is actually good. The quote reads, "I've tried so many non-alcoholic beverages over the last 6 months, this is hands down the BEST." # Value propositions - Amazing flavor # Benefits - Hands down the BEST # Call to action None used. # Social proof - "I've tried so many non- alcoholic beverages over the last 6 months, this is hands down the BEST. The flavor is amazing, and the way it makes me feel beats every non-alcoholic drink out there." - Molly S. # Point of view - Brand: The brand name is visible at the top of the image, visually introducing the product to the viewer. - External source: The quote from Molly S., along with her name, serves as social proof and conveys her personal positive experience with the product. # Storyline - The ad begins with a visual of three different De Soi drinks and the brand name. This is to highlight the De Soi product and brand. - The ad continues with a customer testimonial from Molly S. who indicates she has tried so many non-alcoholic beverages over the last 6 months and that De Soi is the best. This is to highlight the positive reception of the product.

# Ad summary This ad features a non-alcoholic apéritif called De Soi. The ad features a review for the product from Julie E. In the review, Julie E. says that the product is her go-to non-alcoholic red wine alternative. She adds that the product is rich and smooth and perfectly satisfies her craving for a glass of red without the alcohol. She ends the review by noting that the product is her go-to choice for relaxing evenings or pairing with dinner. # Brand positioning De Soi is presented as a sophisticated and mindful choice for individuals seeking a non-alcoholic alternative to traditional alcoholic beverages, particularly red wine. The brand positions itself as a go-to option for those who desire the taste and experience of a rich, smooth drink without the effects of alcohol, catering to a lifestyle that values relaxation and social connection without compromising on health or clarity. By offering a non-alcoholic apéritif, De Soi potentially pushes against category norms that equate socializing with alcohol consumption, instead promoting inclusive enjoyment. The brand's positioning leans towards both the functional benefits of being alcohol-free and the emotional benefits of relaxation and social engagement. # Product De Soi is a non-alcoholic, sparkling apéritif crafted as an alternative to alcoholic beverages, particularly red wine. It aims to provide a similar sensory experience, characterized by a rich and smooth flavor profile, without the presence of alcohol. The product is designed for individuals seeking a sophisticated, alcohol-free option for relaxing evenings or when pairing with dinner. The ad emphasizes the product's ability to satisfy the craving for a glass of red wine without the alcohol, addressing the purchase barrier related to health or lifestyle preferences. The product is packaged in a sleek, dark blue can with a green label, featuring the brand name prominently. # Visual style The ad has a lifestyle aesthetic, appearing to be captured in natural lighting on a casual tabletop setting. The composition is simple and focuses on the product and its association with a relaxed, sophisticated experience. The image treatment includes warm color grading, enhancing the richness of the drink and creating an inviting atmosphere. The ad mimics an Instagram Stories post with its unedited, natural look, which makes it feel approachable and scannable in-feed. # Hooks Headline: "My go-to non-alcoholic red wine alternative - It's rich, smooth, and perfectly satisfies my craving for a glass of red without the alcohol. My go-to choice for relaxing evenings or pairing with dinner." ✨✨✨✨ # Funnel stage Consideration # Pain points The frustration or problem the product is solving is the desire for a red wine experience without the effects of alcohol. Many people want to enjoy the taste, ritual, and social aspect of drinking red wine, but want to abstain from alcohol. This is addressed through the testimonial: “My go-to non-alcoholic red wine alternative - It's rich, smooth, and perfectly satisfies my craving for a glass of red without the alcohol.” # Value propositions - Provides a red wine alternative that is non-alcoholic - Rich and smooth non-alcoholic beverage for relaxing evenings or pairing with dinner # Benefits - Perfectly satisfies my craving for a glass of red without the alcohol. - My go-to choice for relaxing evenings or pairing with dinner. # Features - Non-alcoholic - Red wine alternative - Rich - Smooth # Call to action None used. # Social proof - "My go-to non-alcoholic red wine alternative - It's rich, smooth, and perfectly satisfies my craving for a glass of red without the alcohol. My go-to choice for relaxing evenings or pairing with dinner." – Julie E. # Point of view - Customer: The quote from Julie E. is an endorsement from a customer that builds trust and credibility. # Storyline - The ad opens with a quote from Julie E., who describes De Soi as her go-to non-alcoholic red wine alternative that is rich, smooth, and perfectly satisfies her craving for red wine without the alcohol. This testimonial aims to build trust and credibility by showcasing a positive customer experience, appealing to viewers who are seeking a similar alternative. This beat is told from the Customer POV.

# Ad summary This ad promotes De Soi by featuring a customer testimonial on the brand and its non-alcoholic beverages. The ad highlights that De Soi drinks taste like a real cocktail. # Brand positioning De Soi positions itself as a sophisticated choice for those who enjoy the ritual of a nightly cocktail but prefer to avoid alcohol. It caters to people who seek a flavorful, complex, and elevated beverage experience without the effects of alcohol. The brand distinguishes itself from other non-alcoholic alternatives that may be tasteless or resemble soda, offering a product that truly mimics the taste of a real cocktail and integrates seamlessly into one's evening routine. With convenient automatic delivery, De Soi promises to be a regular enhancement to enjoyable evenings. # Product The product being advertised is De Soi, a non-alcoholic beverage designed to replace traditional cocktails or wine during evening relaxation. It comes in different varieties, one a reddish color with what appears to be raspberries, and the other a yellow color with a citrus garnish. The ad emphasizes that De Soi is a tasty alternative to other non-alcoholic options, specifically calling out that it isn't "tasteless or like soda." It integrates seamlessly into daily life through an automatic delivery service. De Soi is presented as a sophisticated beverage that closely mimics the taste of a real cocktail and is a welcome "addition to my evenings." # Visual style The ad has a highly polished, studio-shot aesthetic. The lighting is soft, highlighting the beverages. The visual motif consists of an image of the product paired with a customer testimonial. The text is integrated in a caption style and easy to read. # Hooks Headline: "I tried other brands to replace my nightly glass of wine, but they all were tasteless or like soda.... I put them on automatic delivery, I love them. They are a nice addition to my evenings and taste like a real cocktail." # Funnel stage Middle of funnel (Consideration) # Pain points The pain point in this ad is the customer's inability to find a good non-alcoholic drink that tastes good. The customer shares, "I tried other brands to replace my nightly glass of wine, but they all were tasteless or like soda...." # Value propositions - De Soi is a non-alcoholic drink that "taste like a real cocktail." # Benefits - nice addition to my evenings - taste like a real cocktail # Features - automatic delivery # Call to action None used. # Social proof - "I tried other brands to replace my nightly glass of wine, but they all were tasteless or like soda.... I put them on automatic delivery, I love them. They are a nice addition to my evenings and taste like a real cocktail." – Patrica L # Point of view - Customer: The testimonial uses "I" statements that come across as firsthand experience from the brand's customer. # Storyline - The customer's POV shares that they were looking for a non-alcoholic option to replace wine, conveying that they appreciate the taste of an alcoholic beverage but want an alternative for their nightly routine. - The customer's POV shares that they've tried other non-alcoholic beverages before and disliked them because they tasted bad, conveying a common frustration with non-alcoholic alternatives. - The customer's POV shares they love the convenience of De Soi's automatic delivery and appreciate the brand, highlighting the ease with which the product fits into their life. - The customer's POV concludes by stating that the beverage "taste like a real cocktail,", and that the beverage adds to their evenings, reinforcing De Soi's ability to provide the taste of a cocktail without the alcohol.

# Ad summary This ad features a photo of a cocktail with ice in a stemmed glass and a testimonial from a customer. The testimonial references the drink as a St. Moritz Mule and highlights its refreshing flavor, while also questioning the need for alcohol. # Brand positioning De Soi is presented as a sophisticated, alcohol-free alternative for those who enjoy the ritual of cocktails without the effects of alcohol. The brand aligns with a lifestyle that values refreshment and flavor, suggesting a mindful approach to social drinking. By questioning the necessity of alcohol, De Soi subtly pushes against the norms of traditional cocktail culture, positioning itself as a modern, inclusive option that doesn't compromise on taste or experience. # Product The featured product is the St. Moritz Mule by De Soi, a non-alcoholic beverage made with a blend of cranberry and spices. It is presented as a refreshing alternative to traditional mules, designed for individuals who enjoy cocktails but prefer to avoid alcohol. The use of cranberry and spices aims to deliver a flavorful experience that is both satisfying and mindful. The ad addresses the barrier of needing alcohol to enjoy a cocktail by questioning its necessity, positioning the St. Moritz Mule as a delicious and guilt-free option for various occasions. # Visual style The ad has a high-quality, studio-shot aesthetic with warm lighting that enhances the rich color of the cocktail. The focus on a single, elegant glass suggests sophistication. The typography is clean and legible, while the blurring creates depth and draws attention to the product. This style aims for a modern, inviting look that blends lifestyle imagery with clear product focus, fitting well within an in-feed environment. # Hooks Headline: "I really enjoy this St. Moritz Mule. The cranberry, plus spices blend, is very refreshing. Who needs alcohol?" # Funnel stage Consideration # Pain points The ad speaks to people who enjoy the ritual of drinking cocktails, but are looking for non-alcoholic alternatives. # Value propositions - Refreshing St. Moritz Mule: a satisfying drink alternative without alcohol # Benefits - Very refreshing # Features - Cranberry - Spices Blend # Call to action None used. # Social proof - "I really enjoy this St. Moritz Mule. The cranberry, plus spices blend, is very refreshing. Who needs alcohol?" – Sandra A. # Point of view - Brand: The brand is presenting its name, product, and visual identity at the top of the image. # Storyline - The ad begins with the brand name and an image of their non-alcoholic cocktail, establishing the product being promoted. The intention is to introduce the brand and set the stage for what's to come. This part of the story is told from the brand's perspective. - A 5-star rating is displayed above a customer quote. The message is that customers are enjoying this drink, establishing credibility. The testimonial is from a customer's perspective. - The quote then goes on to explain that they really enjoy the St. Moritz Mule, highlighting the refreshing cranberry and spice blend while also questioning the need for alcohol. The intention is to convey the refreshing taste of the drink and imply that the drink is a great non-alcoholic alternative. This part of the story is told from a customer's perspective. - The ad concludes with the testimonial attribution to a customer, Sandra A. The intention is to establish credibility and show real-world customer experience. This part of the story is told from a customer's perspective.

# Ad summary The ad features a testimonial from Melanie M. who finds that De Soi is a constant in her house now because of the layers of flavor and sparkle. A hand is shown pouring the drink in a stem glass with ice and fruit. # Brand positioning De Soi is presented as a sophisticated non-alcoholic apéritif, designed for those who enjoy the ritual of cocktail hour without the alcohol content. The brand is positioned as a premium alternative to traditional alcoholic beverages, offering a bright and fresh sparkling drink experience. The brand emphasizes taste and enjoyment, suggesting a lifestyle of mindful indulgence and social gatherings. The brand aims to occupy the space in the consumer's mind of a flavorful and celebratory experience without the need for alcohol. The brand pushes against norms by offering a non-alcoholic product positioned with the same sophistication as traditional alcoholic beverages. # Product De Soi is a sparkling non-alcoholic apéritif designed to be a bright and fresh alternative to alcoholic drinks. The drink is presented as a flavorful beverage with layers of taste, offering a sparkling experience. It is available in cans, indicated for use at home or in social settings, positioned as a constant in the user's routine. The product aims to eliminate the barrier of alcohol consumption while still providing a celebratory and flavorful drink option. # Visual style The ad features a clean, well-lit studio shot with a focus on product presentation and a soft, inviting color palette. The image is highly polished, with attention to detail in the placement of the product and garnishes. The typography is clean and legible, contributing to an overall upscale and modern aesthetic. The composition is carefully arranged to draw attention to the product and the testimonial. # Hooks Headline: "Lovely layers of flavor like a real wine. Has a nice sparkle and is bright and fresh. This is a constant in our house now." # Funnel stage Consideration # Pain points The ad addresses the desire for a sophisticated and enjoyable drink experience without alcohol. # Value propositions - Great taste with 0% alcohol # Benefits - "Lovely layers of flavor like a real wine" - "Has a nice sparkle and is bright and fresh" # Features - Sparkling Non-Alcoholic Apéritif # Call to action None used. # Social proof - "Lovely layers of flavor like a real wine. Has a nice sparkle and is bright and fresh. This is a constant in our house now." – Melanie M. # Point of view - Customer: The top section of the image features a quote from Melanie M. describing the product, suggesting firsthand use and satisfaction. - Brand: The main product visual showcases the drink being poured and enjoyed, presenting the product in its best light. - Brand: The brand name "De Soi" is included at the top of the image. # Storyline - The ad starts with a customer testimonial, in quotation marks and attributed to Melanie M., who describes the drink as having "Lovely layers of flavor like a real wine" and appreciates its "nice sparkle" and freshness, stating it's now a constant in her house. This builds trust by showing genuine appreciation and real-life integration. - The storyline then transitions to a visual demonstration of the product, where a hand pours the non-alcoholic apéritif into a stem glass filled with ice, garnished with fruit. This illustrates the product's use case, highlighting its visual appeal and the ritual of enjoying a cocktail. The hand holding the can emphasizes how easy it is to pour and the sophisticated presentation invites the audience to imagine themselves enjoying the beverage. - The ad concludes with the product prominently displayed alongside the testimonial and action shot, reinforcing its brand presence and visually linking the customer’s positive experience with the drink itself. This encourages viewers to associate the testimonial with the product and consider it as a replacement for alcohol.

# Ad summary This ad features a testimonial for De Soi, emphasizing its taste as a margarita alternative for the week. # Brand positioning De Soi is presented as a sophisticated non-alcoholic beverage option for those who enjoy the taste of cocktails but want to remain sober during the week. The brand aligns with a lifestyle that values both enjoyment and mindful choices, appealing to consumers who seek a balance between socializing and wellness. The brand carves out a space in the market by offering a flavorful alternative to traditional alcoholic drinks, positioning itself as a guilt-free indulgence for those seeking a sober yet still flavorful experience. # Product De Soi is a non-alcoholic beverage designed as a sophisticated alternative to traditional cocktails. The ad highlights its ability to allow consumers to remain sober during the week while still enjoying a flavorful experience that is similar to drinking a margarita. It is made to taste like a "real margarita" with a little "spice." # Visual style The ad has a high-definition, macro-style shot that emphasizes the beverage's texture and ingredients. The lighting is soft and diffused, creating a refreshing and appetizing look. The visual style is clean and modern, typical of beverage advertising. # Hooks Headline: "This beverage has me sober during the week... it truly tastes like a real margarita with a little "spice" which makes it really nice! Excellent job and everyone who I let try one is in LOVE!!!!" # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to enjoy the taste of a margarita without the effects of alcohol, particularly during the week. # Value propositions - It truly tastes like a real margarita with a little "spice" - Sober during the week # Benefits - Sober during the week # Features - Tastes like a real margarita with a little "spice" # Call to action None used. # Social proof - "This beverage has me sober during the week... it truly tastes like a real margarita with a little "spice" which makes it really nice! Excellent job and everyone who I let try one is in LOVE!!!!" – Millie G. # Point of view - Customer: The testimonial at the center of the image provides a customer's perspective on the product's taste and benefits. # Storyline - The ad opens with a customer testimonial about De Soi. The intention is to immediately establish the product's appeal and quality through the positive experiences of others. The audience is experiencing it from the customer's point of view. - The quote emphasizes that De Soi allows the customer to remain sober during the week, positioning the drink as a viable alternative to alcoholic beverages. The audience experiences it from the customer's point of view. - The testimonial continues to highlight the taste of the drink, comparing it favorably to a real margarita with spice. The intention is to address taste-based objections to non-alcoholic beverages. The audience is experiencing it from the customer's point of view. - The testimonial concludes with a strong endorsement and expression of love for the product. The intention is to reinforce the positive experience and encourage others to try it. The audience is experiencing it from the customer's point of view.

# Ad summary This ad promotes De Soi, a non-alcoholic aperitif, highlighting its adaptogenic properties and calming effects. The ad features multiple women enjoying the drink in various settings, emphasizing its ability to provide a buzz without alcohol and reduce stress. # Brand positioning De Soi is presented as a sophisticated and health-conscious alternative to traditional alcoholic beverages. The brand positions itself in the non-alcoholic market by emphasizing the inclusion of adaptogens, which are known for their mood-altering and calming effects. De Soi aligns with a lifestyle that values wellness and balance, offering a way to enjoy social occasions without the negative effects of alcohol. The brand pushes against the norm of relying on alcohol for relaxation and social engagement, instead promoting a functional and emotional benefit through its unique ingredients. # Product De Soi is a sparkling non-alcoholic aperitif that contains adaptogens, ingredients known for their mood-altering and calming effects. The product is designed for individuals seeking a buzz without the use of alcohol. It contains L-theanine, an amino acid found in green tea, which is known to have a calming effect and boost serotonin and dopamine levels. The aperitif comes in cans and is available in different flavors, including Spritz Italiano and Golden Hour. The product addresses the purchase barrier of needing alcohol to relax or enjoy social situations by offering a healthier, adaptogen-rich alternative that helps the body bounce back from stressful situations. # Visual style The ad has a polished UGC feel, combining natural lighting with clean, modern settings. The editing style includes quick cuts and smooth transitions, creating a fast-paced rhythm. The production quality is high-end, supporting a sophisticated and health-conscious tone. The pacing is consistent, with cuts timed to voiceover lines to maintain engagement. # Hooks Spoken: 00:00–00:03 I wish I knew this before shopping for non-alcoholic drinks. Text overlay: 00:00–00:03 I wish I knew THIS before shopping for non-alcoholic drinks 🤨 Visual: 00:00–00:03 A woman with curly hair in a high bun, wearing a white tank top and light blue jeans, stands in a modern kitchen with light wood cabinets and stainless steel appliances. She holds a clear glass with an orange liquid and points her finger up. A can of De Soi is visible on the counter. The camera is stationary and at eye level. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of needing alcohol to relax or enjoy social situations. "I wish I knew THIS before shopping for non-alcoholic drinks." # Value propositions - Health-conscious alternative to traditional alcoholic beverages - Enjoy social occasions without the negative effects of alcohol - Functional and emotional benefits through unique ingredients - Calming effect without the jitters - Stress reduction through adaptogens # Benefits - Provides a buzz without alcohol - Mood-altering effects - Calming effect - Helps the body bounce back from stressful situations - Boosts serotonin and dopamine levels - Mellows your mind - Prevents jitters from caffeine # Features - Non-alcoholic aperitif - Contains adaptogens - Includes L-theanine - Available in different flavors (Spritz Italiano, Golden Hour) - Contains lion's mane, reishi mushrooms, and tart cherry # Call to action None used. # Point of view - Customer 80% – The ad is primarily told from the perspective of customers who are discovering and enjoying the benefits of De Soi. - Brand 20% – The brand's official voice is used to explain the product's features and benefits. # Storyline - 00:00–00:03 00:00–00:03 A woman in a kitchen setting holds a glass of orange liquid and a can of De Soi, expressing that she wishes she knew about the product before shopping for non-alcoholic drinks. This sets up the ad's premise by highlighting a common frustration and hinting at a solution. - 00:03–00:07 00:03–00:07 A woman asks if the viewer knows about adaptogens and their mood-altering effects while holding a glass of orange liquid with an orange slice garnish. This introduces the key ingredient and its benefits, piquing the viewer's curiosity. - 00:07–00:11 00:07–00:11 The narrator states she didn't know about adaptogens until she heard about De Soi and its "dreamy adaptogens," showing a can of De Soi being poured into a glass. This positions De Soi as the solution to the initial lack of knowledge. - 00:11–00:14 00:11–00:14 The narrator asks how people are getting a "buzz" without the booze, showing a box of De Soi cans and a glass of red liquid. This directly addresses the common association of alcohol with relaxation and enjoyment. - 00:14–00:19 00:14–00:19 The narrator explains that the simplest way to explain adaptogens and their calming effects is with an analogy, showing a glass of orange liquid with a rosemary garnish. This sets up an educational segment to clarify the product's benefits. - 00:19–00:28 00:19–00:28 The narrator compares adaptogens to a morning spin class, explaining that they train the body to bounce back from stressful situations, showing a woman drinking from a can of De Soi. This provides a relatable comparison to help viewers understand the functional benefits of adaptogens. - 00:28–00:34 00:28–00:34 The narrator gives an example of L-theanine, an amino acid found in green tea and all of De Soi's aperitifs, showing a champagne tower and a woman drinking from a glass. This highlights a specific ingredient and its presence in the product. - 00:34–00:42 00:34–00:42 The narrator explains that L-theanine is known to have a calming effect and is why morning matcha doesn't give you jitters, showing a can of De Soi being poured into a glass. This reinforces the calming benefits of the product and its ingredients. - 00:42–00:48 00:42–00:48 The narrator states that L-theanine boosts serotonin and dopamine levels, which work to mellow your mind, showing a woman enjoying the drink outdoors. This emphasizes the emotional benefits of the product. - 00:48–00:50 00:48–00:50 The narrator says that L-theanine is not the only adaptogen De Soi has, showing a woman drinking from a can of De Soi. This hints at additional benefits and ingredients. - 00:50–00:56 00:50–00:56 The narrator mentions that you can find adaptogens like lion's mane, reishi mushrooms, and tart cherry in De Soi, showing various drinks being prepared and a basket with wine glasses. This highlights the variety of adaptogens in the product. - 00:56–00:59 00:56–00:59 The narrator concludes that these power plants are good at kicking stress, showing a woman drinking from a glass. This summarizes the overall benefit of the product.

# Ad summary The ad showcases four different flavors of the brand’s hangover-free spritz cocktails, while emphasizing the taste profile of each one. # Brand positioning De Soi is a brand that creates non-alcoholic aperitifs, positioned as a sophisticated and health-conscious alternative to traditional alcoholic beverages. The brand emphasizes the enjoyment of complex flavors and social rituals without the negative effects of alcohol, fitting into a lifestyle that values wellness and mindful consumption. De Soi aims to occupy a space in the consumer's mind as a premium, guilt-free indulgence that does not compromise on taste or experience. # Product De Soi offers a range of non-alcoholic spritz cocktails designed to provide a sophisticated drinking experience without the alcohol. Each variant features a unique flavor profile: Spritz Italiano boasts a harmonious blend of sweet and bitter citrus; Purple Lune combines rich and delicate tart cherry with vanilla oak; Golden Hour provides a crisp and refreshing warm citrus taste; and Très Rosé offers a bold and balanced sip bursting with notes of tart raspberry. These cocktails are crafted for those seeking a flavorful and health-conscious alternative to alcoholic beverages, allowing consumers to enjoy social occasions without the risk of a hangover. # Visual style The ad has a clean, polished aesthetic with close-up shots that emphasize the texture and color of the drinks. The editing style involves smooth zooms to focus on the ingredients. The production quality is high, giving it a commercial feel. The pacing is consistent, with each flavor getting equal attention. Visuals and text are synced to highlight key ingredients. # Hooks Text overlay: 00:00–00:01 Your Hangover Free Spritz Visual: 00:00–00:01: Four stem glasses filled with ice and different colored liquids: red, dark purple, pale yellow, and pink. The glasses are arranged on a light beige stone surface. The background is a textured beige wall. The camera pans slowly across the glasses. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of wanting to enjoy a flavorful, sophisticated drink without the negative side effects of alcohol, such as hangovers. This is signaled through the opening text, “Your Hangover Free Spritz”. # Value propositions - Enjoy unique and complex flavor profiles without the negative effects of alcohol # Benefits - Hangover free # Features - Harmonious blend of sweet and bitter citrus (Spritz Italiano) - Rich and delicate tart cherry and vanilla oak (Purple Lune) - Crisp and refreshing warm citrus (Golden Hour) - Bold and balanced sip bursting with notes of tart raspberry (Très Rosé) # Call to action None used. # Point of view - Brand 100% – The ad is told from the brand's official perspective, showcasing the product and its features through professional visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a shot of four different cocktails. The intention is to immediately showcase the variety of flavors available. - 00:01–00:04 Next, the ad focuses on an orange cocktail labeled 'Spritz Italiano,' zooming in to highlight the ingredients and the pouring process. This aims to detail a specific flavor and visually entice the viewer. - 00:04–00:07 The ad then transitions to a purple cocktail labeled 'Purple Lune,' again zooming in to show the pouring process and highlight the ingredients. This continues to showcase the unique flavor profiles. - 00:07–00:10 Following the same pattern, the ad moves to a yellow cocktail labeled 'Golden Hour,' zooming in to highlight its ingredients. This maintains consistency in showcasing the variety of options. - 00:10–00:13 The ad concludes with a focus on a pink cocktail labeled 'Très Rosé,' zooming in to emphasize its tart raspberry notes. The intention remains consistent: to showcase each flavor’s unique characteristics and entice the viewer.

# Ad summary This ad promotes Très Rosé, a non-alcoholic rosé beverage. The ad opens with a question about non-alcoholic drink recommendations, followed by a suggestion to try Très Rosé, emphasizing its taste similarity to real rosé. The ad features close-up shots of the drink being poured and enjoyed, highlighting its refreshing and appealing qualities. # Brand positioning Très Rosé is presented as a sophisticated and delicious non-alcoholic alternative to traditional rosé wine. The brand aims to occupy a space in the consumer's mind as a go-to option for those who want to enjoy the taste of rosé without the alcohol content. The brand aligns with a lifestyle that values enjoyment and inclusivity, offering a way to partake in social occasions without compromising personal choices. Très Rosé pushes against the norm that enjoyable drinks must contain alcohol, positioning itself as a functional and flavorful alternative. # Product Très Rosé is a non-alcoholic rosé beverage designed to mimic the taste of traditional rosé wine. It is for individuals who enjoy the flavor of rosé but prefer to avoid alcohol. The ad highlights that it tastes "EXACTLY like" real rosé, addressing the common purchase barrier that non-alcoholic alternatives often lack the authentic taste of their alcoholic counterparts. The product is shown being poured into a glass with ice, suggesting it is best enjoyed chilled, making it suitable for social gatherings, casual enjoyment, or any occasion where a refreshing, non-alcoholic option is desired. # Visual style The ad has a bright and refreshing aesthetic, with a focus on the visual appeal of the beverage. The close-up shots and natural lighting create an inviting and realistic feel. The editing is simple and straightforward, with static shots that allow the viewer to focus on the product. The overall production quality is polished, giving the ad a professional look. # Hooks Spoken: 00:00–00:03: Any NA recs that actually taste good? Omg try Très Rosé, it tastes exactly like Text overlay: 00:00–00:03 Any NA recs that (comment bubble) / 00:00–00:03 ACTUALLY taste good?! (comment bubble) / 00:01–00:03 omg try Très Rosé, (comment bubble) / 00:01–00:03 it tastes EXACTLY like (comment bubble) Visual: 00:00–00:03: Close-up shot of two clear glasses filled with a pink, bubbly beverage with ice cubes. The background is a blurry green, suggesting an outdoor setting with grass or foliage. A black box with white text overlays the image. # Funnel stage Consideration # Pain points The ad addresses the frustration of finding non-alcoholic beverages that genuinely taste good, as highlighted by the question, "Any NA recs that ACTUALLY taste good?!" # Value propositions - Non-alcoholic alternative that tastes like real rosé # Benefits - Enjoy the taste of rosé without the alcohol - Refreshing and appealing # Features - Non-alcoholic rosé beverage - Tastes exactly like real rosé # Call to action None used. # Social proof - "omg try Très Rosé, it tastes EXACTLY like" – Customer (Comment) # Point of view - Customer 100% – The ad is presented from the perspective of a customer seeking and recommending a non-alcoholic beverage. # Storyline - 00:00–00:01 The ad opens with a question about non-alcoholic drink recommendations. - 00:01–00:03 A suggestion to try Très Rosé is presented, emphasizing its taste similarity to real rosé. - 00:03–00:16 Close-up shots of the drink being poured and enjoyed are shown, highlighting its refreshing and appealing qualities.

# Ad summary An ad for De Soi non-alcoholic aperitifs. The ad emphasizes the benefits of relaxing with adaptogens without alcohol's negative side effects, positioning it as a feel-good alternative for unwinding. # Brand positioning De Soi is positioned as a modern, health-conscious beverage brand that offers a sophisticated alternative to traditional alcoholic aperitifs. It targets consumers who enjoy the ritual of unwinding with a drink but are wary of the negative side effects of alcohol. The brand promotes a lifestyle that values relaxation and well-being. De Soi aims to disrupt the norm of relying on alcohol for social relaxation, by providing a non-alcoholic option that still delivers a "feel-good buzz" through the use of adaptogens, aligning with both functional and emotional benefits. # Product De Soi is a sparkling non-alcoholic aperitif that contains adaptogens, designed to help consumers relax without the negative side effects of alcohol. The ad showcases various flavors, including Purple Lime and others that contain adaptogens, which calm the nervous system. It is intended for those who want to enjoy a social drink or unwind after a long day without the stress and cortisol raises associated with alcohol. De Soi is presented as a healthy alternative, appealing to individuals who seek relaxation and a feel-good buzz without compromising their well-being. # Visual style The ad features a blend of casual, UGC-style shots with bright, natural lighting. Editing is quick, with cuts timed to music. The production quality appears to be a mix of amateur and polished commercial, lending authenticity to the ad. The pacing is moderately fast, with consistent cuts that maintain viewer engagement. # Hooks Spoken: Love drinking but your body doesn't. Text overlay: Love drinking / but your body / doesn't Visual: 00:00–00:01 A young fair-skinned woman with blonde hair is lying face down on a black leather couch in a brightly lit room. She is wearing a gray sweatsuit and white socks. The couch is in front of a large window with a view of an older building outside. Behind the couch, there is a table with yellow chairs and a laptop. The camera is stationary. / 00:01–00:02 The same woman sits up on the couch and puts her face in her hands. The camera is stationary, and the lighting remains bright. # Funnel stage Middle of funnel (Consideration) # Pain points The negative side effects of drinking (alcohol). As seen through the visual of the woman laying face down on the couch in the opening scene. # Value propositions - Relaxation without the negative side effects: Combines the social ritual of drinking with the health benefits of adaptogens. - Feel-good buzz without the booze: Provides a satisfying alternative to alcohol, ideal for health-conscious consumers. # Benefits - Helps you relax without the negative side effects - Gently calm your nervous system - Feel-good buzz without the booze # Features - Non-alcoholic apéritif - Contains adaptogens # Call to action DrinkDeSoi.com # Point of view - Customer 90% – The majority of the video is presented from the perspective of a customer enjoying the product and describing its benefits. - Brand 10% – The brand's official voice is used to explain what the product is. # Storyline - 00:00–00:01 A woman is shown laying face down on a couch. - 00:01–00:01 The woman sits up and puts her face in her hands to emphasize the physical effects of drinking. - 00:02–00:03 A hand reaches into a box to grab a can of De Soi, as the ad presents a solution to the problems of drinking alcohol. - 00:03–00:05 The woman is shown drinking the De Soi. - 00:05–00:07 The ad shows different flavors of the drink, continuing the product introduction. - 00:07–00:10 A can of the drink is opened and poured into a wine glass. - 00:10–00:14 A can of De Soi is shown outside, as the ad contrasts the effects of alcohol with the effects of the product's adaptogens. - 00:14–00:18 A woman is seen relaxing on a couch, drinking the beverage as her dog sits next to her; the scene conveys a sense of calm and relaxation. - 00:18–00:20 A man and woman cheer with their drinks against a cityscape backdrop, as the ad emphasizes the social enjoyment of the beverage. - 00:20–00:23 The ad shows a woman drinking and enjoying De Soi, reinforcing the idea of a new way to unwind and feel great.

# Ad summary This ad shows the De Soi Spritz being poured into a glass. The ad features text overlay stating, 'omg try Spritz Italiano, it tastes EXACTLY like Aperol Spritz'. # Brand positioning De Soi aims to offer a sophisticated, non-alcoholic alternative to traditional cocktails, specifically targeting consumers who enjoy the ritual and flavors of aperitifs but without the alcohol content. The brand positions itself as a healthy and elevated choice, incorporating adaptogens and promoting mindful drinking. The brand appeals to consumers who value both taste and wellness, challenging the norms of alcoholic beverages by providing a flavorful substitute that doesn't compromise on experience. De Soi focuses on a functional yet emotional connection by enabling consumers to enjoy social occasions without the downsides of alcohol, emphasizing inclusivity and a more balanced lifestyle. # Product The product being advertised is De Soi's Spritz Italiano, a non-alcoholic aperitif that comes in a can. It is presented as a sparkling beverage, intended to mimic the taste and experience of an Aperol Spritz without the alcohol. The ad highlights that it contains adaptogens. The product is for individuals who enjoy the taste of alcoholic cocktails but prefer a non-alcoholic option. The Spritz Italiano is suitable for social gatherings or personal enjoyment and offers a way to partake in the ritual of cocktail consumption without alcohol. The ad addresses the barrier that non-alcoholic drinks often don't taste as good as their alcoholic counterparts, claiming that De Soi tastes 'EXACTLY' like an Aperol Spritz, encouraging viewers to try it. # Visual style The ad uses a casual, UGC-style aesthetic with natural lighting, suggesting authenticity and ease of use. The editing is simple, primarily consisting of static shots and straight cuts, which contributes to the unpolished, relatable feel. The production quality aligns with typical user-generated content on platforms like Instagram or TikTok. The pacing is moderate, with a few cuts per second, and stays consistent throughout the ad. The focus is on showcasing the beverage and its preparation, synchronized with the background music. # Hooks Text overlay: Any NA recs that ACTUALLY taste good?! (Comment) / omg try Spritz Italiano, Visual: 00:00–00:01: A hand pours an orange beverage from a light blue can with orange label, 'De Soi' into a glass with ice. The glass sits on a silver tray on a wooden table. A second glass sits on the silver tray, as well. # Funnel stage Consideration # Pain points Many non-alcoholic drinks do not taste good. The text overlay asks, 'Any NA recs that ACTUALLY taste good?! (Comment)' # Value propositions - The drink gives you the taste of an Aperol Spritz without the alcohol. # Benefits - Tastes 'EXACTLY' like Aperol Spritz # Features - Non-alcoholic - Contains adaptogens # Call to action None used. # Social proof - The comment states, 'omg try Spritz Italiano, it tastes EXACTLY like Aperol Spritz' – Customer # Point of view - Customer 100% – The entire video is shot in a UGC style, appearing to be from a customer sharing their experience and recommendation. # Storyline - 00:00–00:01 The ad opens with a close-up of a hand pouring an orange liquid from a can into a glass filled with ice. - 00:01–00:02 The camera zooms out to reveal two full glasses of the orange beverage, presumably the product, on a silver tray, with two cans of De Soi nearby. This shot establishes the product and its presentation in a social setting. - 00:02–00:04 The ad cuts to a shot of the can of De Soi being poured into a glass on a table. The angle and proximity focus on the beverage and the act of pouring. - 00:05–00:06 The camera angle looks at the top of two glasses filled with the beverage, highlighting the texture and color of the drink. This is intended to showcase the visual appeal of the product, stimulating the viewer's interest and reinforcing its refreshing qualities. - 00:06–00:07 The ad then shows a full glass of the beverage in front of some flowers, emphasizing its aesthetic appeal and suitability for a relaxed, outdoor setting. This suggests the ideal setting in which to enjoy the product. - 00:08–00:09 A close-up shot of the beverage being poured into the glass further emphasizes the drink's texture and bubbles, enhancing the sensory appeal and illustrating the pouring process. - 00:09–00:12 The ad ends with another shot of the can alongside a glass being filled with the beverage, reaffirming the product and its serving suggestion. This reinforces the brand identity and the ease of preparation.

# Ad summary This ad promotes De Soi non-alcoholic sparkling beverages. The ad shows a variety of drinks being mixed and presented in elegant glasses, highlighting their sophisticated appearance and positioning them as a tasty, hangover-free alternative to traditional cocktails. # Brand positioning De Soi positions itself as a sophisticated and healthy alternative to traditional alcoholic beverages. The brand aligns with a lifestyle that values enjoying social drinks without the negative effects of alcohol, such as hangovers. The brand pushes against the norm of alcohol being a necessary component of social gatherings, offering a functional benefit (hangover-free) with an emotional appeal (enjoyment and sophistication). # Product De Soi offers a range of non-alcoholic sparkling beverages designed as an alternative to cocktails. These drinks contain adaptogens, and are designed to be hangover and headache free. The beverages are for individuals who want to enjoy the taste and experience of cocktails without the effects of alcohol. The drinks come in cans and are presented as easy to mix and serve, often garnished with fresh ingredients like fruit and herbs to enhance their appeal. The ad directly addresses the purchase barrier of wanting to avoid hangovers and headaches while still enjoying a cocktail-like drink. # Visual style The ad has a bright and clean aesthetic, with close-up shots and natural lighting to emphasize the fresh ingredients and vibrant colors of the drinks. The editing involves quick cuts to showcase a variety of drink preparations. The visual quality is polished, giving it a commercial feel. The pacing is quick, with cuts timed to the music, enhancing the ad's engaging rhythm. # Hooks Text overlay: POV: I finally found something that tastes like an actual cocktail, but hangover & headache free Visual: 00:00–00:01 Two stemless cocktail glasses sit on a beige textured surface. One is a deep red color with blackberries and mint. The other is a light golden color with a lime wedge. The camera slowly pans between the two. / 00:01–00:01 A hand sets a mint sprig on top of the glass with the blackberries. / 00:01–00:02 A person's hand reaches into frame to set a lime wedge on the edge of the light colored cocktail. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is wanting to enjoy the taste of cocktails without experiencing hangovers and headaches. "POV: I finally found something that tastes like an actual cocktail, but hangover & headache free" # Value propositions - Enjoy a cocktail experience without the negative side effects - A sophisticated and healthy alternative to traditional alcoholic beverages # Benefits - Tastes like an actual cocktail - Hangover & headache free # Features - Non-alcoholic sparkling beverages - Adaptogen rich # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer who has discovered a great alternative to alcoholic beverages. # Storyline - 00:00–00:02 The ad opens with the text overlay "POV: I finally found something that tastes like an actual cocktail, but hangover & headache free" and multiple shots of glasses filled with mixed drinks. - 00:02–00:11 The ad continues with images of the beverages being poured from De Soi cans into various glasses and garnished with limes, berries and other herbs and fruits. The perspective comes from the creator.