How DrinkLMNT Advertises on Meta

# Ad summary This ad features a triathlete who uses LMNT daily for hydration, particularly for sodium replenishment due to salt loss during racing. He highlights how LMNT has become a part of his life and helps him plan for his future. # Brand positioning LMNT is positioned as a hydration solution that supports an active lifestyle, specifically targeting individuals who engage in intense physical activities like triathlons. The brand aligns with values of health, performance, and sustaining an active lifestyle long-term, emphasizing functional benefits like hydration and electrolyte balance. The brand pushes against traditional sugary sports drinks, focusing on a zero-sugar hydration mix. # Product LMNT is a zero-sugar hydration mix designed to help sustain active individuals by replenishing electrolytes, particularly sodium, lost during physical activity. It is available in various forms including powder packets and ready-to-drink cans. The product is suitable for anyone engaged in intense exercise, such as running, swimming, and cycling, especially those who sweat a lot and lose significant amounts of sodium. The product addresses the need for effective hydration and electrolyte replacement without added sugar, ensuring optimal performance and recovery. # Visual style The ad has a natural and authentic feel, with a mix of outdoor shots and scenes from the subject's daily life. The production quality is good, providing a polished commercial look while retaining a relatable, UGC-style feel. Editing includes both quick cuts to maintain a dynamic pace and static shots to emphasize specific details. The pacing is consistent throughout the ad. # Hooks Spoken: I have habits that help me sustain what I want to do. Text overlay: 00:02–00:04: RA RONDELL (Triathlete) / 00:02–00:04: I HAVE HABITS THAT / 00:02–00:04: HELP ME SUSTAIN WHAT I WANT TO DO. Visual: 00:00–00:02: High-angle aerial shot looking down at an older, bald, fair-skinned man with a white beard. He's shirtless and wearing black leggings, sitting on a gray wooden lifeguard tower on a beach. The beach sand is light brown and looks flat with water nearby. The sky is overcast and light gray. Camera zooms in closer. / 00:02–00:04: Close-up shot of the same man, sitting on the lifeguard tower. He's looking off to the side and drinks from a can. Text overlay identifies him as "RA RONDELL, Triathlete." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of electrolyte loss, specifically sodium, during intense physical activities such as racing, which can hinder performance and recovery. "You lose so much salt in racing." # Value propositions - Zero sugar hydration for active individuals - Electrolyte replenishment to sustain performance - Supports long-term active lifestyle through healthy habits # Benefits - Helps with hydration - Sustain what I want to do # Features - Zero sugar - Hydration - Electrolyte drink mix # Call to action None used. # Social proof - "I have habits that help me sustain what I want to do" – RA Rondell (Triathlete) - "I use LMNT daily because it helps with my hydration" – RA Rondell (Triathlete) - "LMNT has definitely turned into a part of life" – RA Rondell (Triathlete) # Point of view - Customer 100% – The ad is entirely from the perspective of a triathlete, sharing his personal experience and routine with the product. # Storyline - 00:00–00:02 The ad opens with a shot of a man sitting on a lifeguard tower, emphasizing the setting near a beach. - 00:02–00:04 The man introduces himself as RA Rondell, a triathlete, and mentions that he has habits to help sustain what he wants to do. This sets the stage for showcasing how specific habits support his active lifestyle. - 00:05–00:09 RA Rondell talks about starting small and building on habits, focusing on diet and what you drink. This emphasizes the importance of incremental changes and finding what works for the individual. - 00:11–00:15 He elaborates that he uses LMNT daily because it helps with his hydration. This builds the connection between the product and the benefit of hydration, highlighting its role in his routine. - 00:15–00:21 RA explains that the main thing for him is sodium, which he loses so much of in racing. This emphasizes the functional benefit of LMNT in replenishing electrolytes lost during intense physical activity. - 00:22–00:28 He concludes that LMNT has definitely turned into a part of life, helping him plan his future, with his habits being what gets him there. This frames LMNT as an integral part of a sustainable and active lifestyle.

# Ad summary A mother describes her product selection process and why she trusts LMNT for her and her family. # Brand positioning LMNT is positioned as a brand that provides electrolyte drinks for those who care about the ingredients in their products. The ad suggests a health-conscious lifestyle, emphasizing a desire for products with transparent and trustworthy components. LMNT is presented as a solution for those who spend significant time researching and selecting the right products for their home, simplifying the process by offering a product that is already vetted for its ingredients, science, and the people behind it. It stands apart by promoting transparency and trust in a market where consumers may feel overwhelmed or uncertain about product choices, aligning with the values of informed and careful consumers who want to ensure that the products they use are safe and effective for themselves and their families. # Product LMNT is a zero-sugar electrolyte drink mix designed to support hydration. The product is packaged in individual serving packets or cans, making it easy to use at home or on the go. The ad emphasizes the importance of knowing the ingredients, the science behind the product, and the people who made it, instilling trust in the consumer. A key selling point is its suitability for the entire family, offering peace of mind for parents concerned about the products their children consume. The product is available in multiple formats in boxes and cans with distinct flavor names and features prominently displayed on the packaging. # Visual style The ad has a natural, slightly desaturated aesthetic, giving it an authentic feel. The editing style is smooth, with static shots and subtle zooms that emphasize key moments and expressions. The production quality is a blend of polished and UGC, which helps create a sense of trust and relatability, as if the viewer is seeing a genuine recommendation from a real user. The pacing is moderate, matching the tempo of the soft music and the natural rhythm of the spoken voiceover. The audio-visual sync is well-coordinated, with visuals aligning to support the narration and create a cohesive and engaging viewing experience. # Hooks Spoken: 00:00–00:06 The energy and time that I've put into choosing the products that we bring into our home could be a part-time job. Text overlay: 00:01–00:05 THE ENERGY AND TIME THAT I’VE PUT INTO CHOOSING / 00:02–00:06 THE PRODUCTS THAT WE BRING INTO OUR HOME COULD BE A PART-TIME JOB. Visual: 00:00–00:04 A family is sitting on the floor, playing with a baby. The mother is fair-skinned with long reddish hair, wearing a gray sweater and a long dark skirt. She's smiling and interacting with the baby. A man is sitting to her left. The baby is wearing a black outfit. They are sitting on a red patterned rug with a radiator in the background. The camera is at eye-level and slightly zoomed in on the mother's face, with minimal camera movement. / 00:04–00:05 The camera zooms in closer to the mother's face as she brings a can of LMNT to her lips and drinks from it. She looks relaxed and content. The background is slightly blurred to keep the focus on her action. # Funnel stage Middle of funnel (Consideration) # Pain points The amount of energy and time it takes to read labels and choose products that a mom trusts to bring into her home. # Value propositions - Trustworthy ingredients # Benefits - Frees up so much space for the things I actually care about. - I know the ingredients. - I know the science and the people who made it. - I could not trust it more. # Features - Zero sugar # Call to action None used. # Social proof - "When I have a product that I know works for my family, it frees up so much space for the things I actually care about." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a mom sharing her experience and thoughts about selecting products for her family. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a mother sitting on the floor playing with her family, including her young child. The mother explains how much time she spends choosing the right products for her home, implying it's an important and time-consuming task. This sets the stage by highlighting the effort and consideration that goes into selecting products. - 00:05–00:12 00:05–00:12 The scene shifts to the mother unpacking a bag, showing LMNT boxes and drinks. She says she has learned so much about how to read a label to make sure it is a good fit for her family. This emphasizes the difficulty of her task and highlights the brand's approach. - 00:12–00:17 00:12–00:17 The mother says that she knows the ingredients, the science, and the people who made LMNT, saying she trusts it more than other products. This highlights trust as a key consideration. - 00:18–00:26 00:18–00:26 The mom is seen with her family as she says that knowing LMNT is good for her family frees up space for the things she cares about. The story concludes with the mother holding an LMNT can, reinforcing the idea that LMNT simplifies her decision-making process and allows her to focus on other priorities.

# Ad summary This ad features a mother showcasing how she incorporates LMNT into her daily routines while balancing motherhood and personal time. She emphasizes the importance of self-expression and creating moments together with her daughter. # Brand positioning LMNT is positioned as a health-focused brand that promotes self-care and family bonding. The brand aims to occupy a space in the consumer's mind that connects wellness with the demands of motherhood. It aligns with a lifestyle that values creativity, personal rituals, and shared experiences with family. The brand goes against the norm of solely focusing on functional health benefits by emphasizing emotional fulfillment and connection. It adopts an emotional approach by highlighting how LMNT supports a balanced and purposeful lifestyle for mothers. # Product LMNT is a flavored electrolyte mix designed to support hydration and overall wellness. It comes in individual packets that can be easily added to water. The product is for busy mothers who need a convenient way to stay hydrated and energized while balancing their personal needs and caring for their children. The ad addresses the purchase barrier of time constraints by showing how quick and easy it is to incorporate LMNT into daily routines, emphasizing its role in helping mothers make the most of their limited hours. The ad highlights that the product makes it easier to stay hydrated and maintain personal rituals. # Visual style The ad has a polished, natural aesthetic with soft lighting and a warm color palette. The editing style includes smooth transitions and static shots, creating a gentle and organic feel. The production quality is high, with a focus on capturing natural light and authentic moments between the mother and baby. The pacing is consistent and moderate, with no quick cuts or jarring transitions. There are no specific audio-visual sync moments. # Hooks Spoken: 00:00–00:05 When we realize that there's no one way to become a mom, there's a real opportunity for self-expression. Text overlay: 00:00–00:05 WHEN WE REALIZE THAT THERE'S NO ONE WAY TO BECOME A MOM, THERE'S A REAL OPPORTUNITY Visual: 00:00–00:01 A woman with blonde hair, fair skin, and wearing a tan jacket and blue scarf is seen walking toward the camera with a baby in a carrier. The baby has fair skin and wears a white hat and dark blue bib and pants. The background shows a gray sky, bare trees, and a dark gray car. / 00:01–00:02 The same woman and baby walk up a small grassy hill towards a horse pen. The setting is a rural landscape with a gray sky. A black horse is visible in the pen. / 00:03–00:05 The woman, still carrying the baby, pets the black horse in the pen. The horse is eating grass. The background is a grassy field with the horse pen structure behind them. # Funnel stage Middle of funnel (Consideration) # Pain points Mothers often struggle to find time for self-care and personal rituals due to the demands of motherhood. There aren't enough hours in the day to do the things that I would want to do for myself individually and for her. # Value propositions - Convenience and ease of use allow busy mothers to stay hydrated and energized while balancing their personal needs and caring for their children. - Supports a balanced lifestyle by helping mothers make the most of their limited hours. # Benefits - Supports hydration - Provides energy for busy days - Convenient and easy to incorporate into daily routines # Features - Electrolyte mix - Individual packets for easy use # Call to action None used. # Social proof - Inviting my daughter into my rituals completely reignites them with purpose - Female 1 (customer). # Point of view - Customer 100% – The ad is told entirely from the perspective of a mother and user of the product, showing how she integrates LMNT into her daily life. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a joyful shot of a woman carrying her baby. She walks towards a horse in a field, petting it gently. This scene conveys the message that motherhood can be a part of a natural lifestyle, promoting a positive and connected experience. - 00:05–00:09 00:05–00:09 The woman prepares a glass of water and adds LMNT, emphasizing its ease of use and integration into her routine. This moment aims to resonate with the viewer by highlighting the practicality and convenience of the product. - 00:09–00:15 00:09–00:15 The woman drinks the LMNT-infused water, then plays with her baby, lifting her into the air and doing yoga. This showcases how LMNT supports her ability to balance self-care and motherhood, promoting a harmonious lifestyle. - 00:15–00:28 00:15–00:28 She continues playing with her baby, engaging in activities like arranging flowers together. The message conveyed is that motherhood is creative. This helps viewers imagine integrating LMNT into their own lifestyles, highlighting its role in creating joyful and purposeful moments with their children.

# Ad summary This ad promotes LMNT's lemonade salt electrolyte drink mix. # Brand positioning LMNT positions itself as a provider of electrolyte drink mixes with a focus on high sodium content, catering to individuals who need to replenish electrolytes due to an active lifestyle, specific dietary needs, or medical conditions. The brand emphasizes zero-sugar hydration to avoid the negative effects of added sugar in traditional sports drinks. LMNT defies the norm of sugary sports drinks by offering a clean formula and targets health-conscious consumers. # Product LMNT Lemonade Salt is an electrolyte drink mix designed to provide zero-sugar hydration. It is packaged in individual stick packs, with 30 packs per box. The mix contains 1000mg of sodium, 200mg of potassium, and 60mg of magnesium. The product is formulated to replenish electrolytes without any added sugar. # Visual style The ad features a high-contrast, studio-shot image with a modern and clean design. The use of yellow and black creates a bold and eye-catching visual. The product is centrally positioned and well-lit, emphasizing its features and packaging. The typography is clear and legible, contributing to a scannable and professional aesthetic. # Hooks Headline: MEET YOUR NEW DAILY SQUEEZE # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the need for effective hydration solutions without the drawbacks of sugary drinks. The lack of essential electrolytes and the overabundance of sugar in traditional sports drinks leave consumers without a healthy option for performance and recovery. # Value propositions - Provides high levels of essential electrolytes (sodium, potassium, magnesium) for optimal hydration and performance. - Offers a zero-sugar alternative to traditional sports drinks, avoiding the negative effects of added sugars. # Benefits - Electrolyte replenishment - Hydration without sugar # Features - 1000 mg SODIUM - 200 mg POTASSIUM - 60 mg MAGNESIUM - Zero Sugar Hydration # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand is presenting the product, its features, and its benefits. # Storyline - The ad starts with the phrase "MEET YOUR NEW DAILY SQUEEZE" to grab attention and introduce the idea of a new daily hydration ritual, told from the brand's perspective. - Next, the packaging is displayed prominently, highlighting the key ingredients (sodium, potassium, and magnesium) and the quantity per serving. This showcases the product's formulation and value proposition from the brand's point of view. - The ad then presents the tagline "LEMONADE SALT Zero Sugar Hydration" to reinforce the flavor profile and primary benefit of the product. This is positioned from the brand's perspective. - Finally, the image displays the electrolyte powder outside of the packaging to provide a sense of authenticity, told from the brand's point of view.

# Ad summary A doctor talks about how important it is to take an electrolyte supplement. # Brand positioning This ad is for an electrolyte supplement. The brand is positioned as a way to stay hydrated, energized, and mentally alert. The brand presents a functional solution for hydration and well-being, presented by a medical expert. # Product This ad promotes an electrolyte supplement that contains sodium and potassium. The supplement is intended to help your body absorb water, stay hydrated, and be used effectively. It claims to help with fatigue, muscle cramps, weakness, body movements, heart rhythm or heart function, brain fog, and even chronic headaches. # Visual style The video is simple and does not use any major editing effects or transitions. It has an informational tone. The ad feels like a UGC video because of the framing, shot style, and visual simplicity. The video has static shots and a medium pace. # Hooks Spoken: Male 1: Why is adding electrolytes to our hydration so important? Text overlay: why is adding electrolytes to our hydration so important? Visual: 00:00–00:04 Close up, eye-level, stationary shot of a fair-skinned man with a dark goatee and mustache, wearing a light blue surgical cap and grey scrubs in what appears to be an office. Behind him is a beige wall with a framed certificate. The man is gesturing with his fingers. Text appears on the bottom half of the screen reading: “why is adding electrolytes to our hydration so important?” # Funnel stage Middle of funnel (Consideration) # Pain points People experience fatigue, muscle cramps, weakness, body movements, heart rhythm or heart function issues, brain fog, and even chronic headaches. # Value propositions - The featured supplement is the speaker's favorite electrolyte supplement - Supports muscle function - Supports nerve function - Helps with hydration # Benefits - Helps with fatigue - Helps with muscle cramps - Helps with weakness - Helps with body movements - Helps with heart rhythm - Helps with heart function - Helps with brain fog - Helps with chronic headaches # Features - Contains sodium and potassium # Call to action Comment 'SALT' below and I'll DM it to you # Social proof - Salt is safe - Male 1 (Doctor) - If you want to know more about my favorite electrolyte supplement - Male 1 (Doctor) # Point of view - Expert 100% – The ad is told from the perspective of a doctor in scrubs, positioned as an authority on hydration and electrolytes. # Storyline - 00:00–00:04 The ad opens with the doctor asking why adding electrolytes to hydration is important. - 00:04–00:16 The doctor responds to his own question and explains that sodium and potassium are crucial for how efficiently our bodies absorb and distribute water. - 00:16–00:23 The doctor explains that drinking enough water may not be enough, the body has to absorb it. - 00:23–00:38 The doctor states that muscle fatigue, weakness, and muscle cramps can occur if you are deficient in Calcium, Magnesium, and Potassium. - 00:38–00:51 The doctor states that electrolyte deficiency can affect body movements, heart rhythm, or even heart function. - 00:51–01:03 The doctor says that sodium and potassium are crucial for mental capacity and alertness. If you are deficient, you can have brain fog or even chronic headaches. - 01:03–01:16 The doctor reiterates that water follows sodium into and out of your body, and that other electrolytes are crucial for the function of every cell in your body. - 01:16–01:28 The doctor tells the viewer that salt has a bad reputation, but that it is safe if you have normal kidneys, no history of high blood pressure or heart failure. - 01:28–01:39 The doctor asks the viewer to comment "SALT" below if they want to know more about his favorite electrolyte supplement, and that he will DM it to them.

# Ad summary A man answers a question from his son about the benefits of electrolytes and explains the advantage of taking them. # Brand positioning LMNT is positioned as a brand offering electrolyte supplements designed for physically active individuals to replenish what they lose through sweat. The brand emphasizes the importance of replacing essential minerals like sodium, potassium, and magnesium, not just water, during workouts, outdoor activities, and sauna therapy. It also maintains a position of caution, advising those with kidney issues, high blood pressure, or heart failure to consult a physician before use. Overall, the brand aims to occupy the space of a functional, science-backed supplement provider that supports optimal hydration for those engaged in strenuous activities. # Product LMNT is an electrolyte supplement designed to replenish minerals lost through sweat. It contains sodium, potassium, and magnesium. The product is aimed at physically active people, those working out hard, working outside, or engaging in activities that make them sweat, such as sauna therapy. The product addresses the common oversight of only replenishing water after sweating, highlighting the need to also replace lost electrolytes. The man in the video advises that those with a history of kidney issues, high blood pressure, or heart failure should consult a physician before use. # Visual style The ad has a polished feel, with a well-lit, well-decorated kitchen as the backdrop. The video features static shots. The production quality is high. The pacing is slow with about 2 cuts per minute. # Hooks Spoken: What's the advantage of taking electrolytes? Text overlay: WHAT’S THE ADVANTAGE / OF TAKING ELECTROLYTES? Visual: 00:00–00:01 A man with a beard, wearing a baseball cap and light grey hoodie is standing in a bright kitchen with white cabinets, marble countertops, and stainless steel appliances. He is standing in front of a large island. The camera is stationary and at eye level. / 00:01–00:03 The man pivots to look at the camera, picking up a box and placing it on the island. He makes hand gestures as he speaks. The camera remains stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the lack of understanding about the importance of replenishing electrolytes, not just water, after activities that cause sweating. This is signaled by the initial question, “What's the advantage of taking electrolytes? # Value propositions - LMNT provides Sodium, Potassium, and Magnesium which are important for a physically active person's hydration routine. # Benefits - Electrolytes can be an important part of your hydration routine. # Features - Sodium - Potassium - Magnesium # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the brand customer's perspective. # Storyline - 00:00–00:02 The son asks his dad what the advantage of taking electrolytes is. - 00:03–00:07 The dad answers the son's question by explaining that water is the basis for hydration. - 00:07–00:15 He continues to say that if you are working out, working outside, or doing sauna therapy, you're losing more than just water. - 00:15–00:21 He goes on to explain that you are also losing sodium, potassium, and magnesium and that you have to replete what you are actually losing. - 00:21–00:28 He poses the question of who should avoid it, answering that those with a history of kidney issues, high blood pressure, or heart failure should consult a physician. - 00:28–00:33 He wraps up by saying that if you are physically active, electrolytes can be an important part of your hydration routine.

# Ad summary This ad features a pregnant woman discussing the challenges of maintaining her identity as more than just a mom. She highlights the importance of making time for herself, including working out and having hobbies. She shares that LMNT has been part of her journey, particularly during her third pregnancy when she experienced leg cramps. She noticed that her recovery was better and faster when she included LMNT in her routine, emphasizing the importance of prioritizing her basic needs in motherhood. # Brand positioning LMNT is presented as a brand that supports active individuals, particularly mothers, in maintaining their health and well-being. The brand aligns with a lifestyle that values self-care and prioritizing personal needs amidst the demands of motherhood. LMNT positions itself as a functional solution for addressing physical challenges like leg cramps and improving recovery, while also promoting the emotional benefit of feeling better and prioritizing oneself. The brand's presence in various settings, from workouts to family moments, suggests its integration into a holistic and balanced lifestyle. # Product LMNT is a supplement designed to support hydration and electrolyte balance. It is available in powder form, packaged in individual serving packets. The product is shown being added to water in various LMNT-branded bottles and cups. The ad highlights its use during pregnancy to alleviate leg cramps and improve recovery after workouts. LMNT is portrayed as a convenient and effective way for active individuals, especially pregnant women, to maintain their health and well-being by ensuring they meet their basic hydration and electrolyte needs. # Visual style The ad has a polished, commercial aesthetic with natural lighting and smooth transitions. The production quality is high-end, creating a clean and professional feel. The pacing is consistent, with static shots and smooth transitions that support the testimonial-style narrative. The visuals are timed to the voiceover lines, enhancing the overall message. # Hooks Spoken: 00:00–00:01 Female 1: I would say some of the biggest challenges are Text overlay: 00:01–00:03 MAINTAINING AN IDENTITY (Caption) Visual: 00:00–00:02 A pregnant woman with blonde hair in a green sports bra and black leggings stands in front of a beige wall. She is stretching her arms and back. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the challenge of maintaining one's identity as more than just a mom. "Maintaining an identity that is my own, that's not just 'mom.'" # Value propositions - LMNT helps active individuals, especially pregnant women, maintain their health and well-being. - LMNT is a convenient and effective way to meet basic hydration and electrolyte needs. - LMNT supports prioritizing personal needs amidst the demands of motherhood. # Benefits - Helps alleviate leg cramps during pregnancy - Improves recovery after workouts - Supports hydration and electrolyte balance - Helps you feel better # Features - Electrolyte supplement - Available in powder form - Packaged in individual serving packets # Call to action None used. # Social proof - "LMNT has been part of my journey" – Female 1 (Customer) - "I noticed my recovery was better, faster. I feel better on the days where I include LMNT" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:05 The woman discusses the challenges of maintaining her identity as more than just a mom. - 00:05–00:14 She emphasizes the importance of making time for herself, including working out and having hobbies, to maintain her identity. - 00:14–00:18 She shares that LMNT has been part of her journey, particularly during her third pregnancy. - 00:18–00:21 She explains that she experienced leg cramps during her third pregnancy and that's when LMNT was introduced. - 00:21–00:26 She noticed that her recovery was better and faster when she included LMNT in her routine. - 00:26–00:36 She emphasizes the importance of prioritizing her basic needs in motherhood, including using LMNT.

# Ad summary This ad features Ariana Luterman, an IRONMAN athlete, who shares her story of overcoming a health challenge and setting a world record. The ad highlights her determination and the importance of staying hydrated with LMNT during intense training. # Brand positioning LMNT is presented as a hydration solution for athletes and individuals pushing their physical limits. The brand aligns with a lifestyle of high performance, resilience, and determination. It positions itself as a necessary component for those who strive to overcome challenges and achieve ambitious goals. The brand's positioning is functional, emphasizing the importance of hydration for optimal performance, while also tapping into the emotional aspect of perseverance and achieving dreams. # Product LMNT is a hydration drink mix designed to support athletes and active individuals. It is explicitly shown being added to water and consumed during intense physical activity, such as swimming, running, and cycling. The product is presented as essential for maintaining hydration levels during rigorous training for an IRONMAN competition. The ad highlights that training for an IRONMAN is no joke and that LMNT is a necessary component for those who aren't afraid to dream so big. # Visual style The ad has a polished, commercial aesthetic with a blend of personal, documentary-style footage and professional shots. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The pacing is consistent, maintaining a steady rhythm throughout the ad. The visuals are timed to the music and voiceover, enhancing the overall impact of the message. # Hooks Spoken: Ariana Luterman: People do crazy things when they think they have nothing to lose. Text overlay: PEOPLE DO CRAZY THINGS / WHEN THEY THINK THEY HAVE / NOTHING TO LOSE. Visual: 00:00–00:04: Close-up shot of Ariana Luterman, a young, blonde-haired woman with fair skin, wearing a gray sports bra. She looks directly at the camera with a serious expression. The background is blurred, with sunlight creating a lens flare effect. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dehydration during intense physical activity, particularly during IRONMAN training. Ariana's story also touches on the frustration of dealing with a health challenge that doctors couldn't figure out. # Value propositions - LMNT is essential for those who aren't afraid to dream so big. - LMNT is a necessary component for those who strive to overcome challenges and achieve ambitious goals. # Benefits - Supports athletes and active individuals - Maintains hydration levels during rigorous training # Features - Hydration drink mix # Call to action None used. # Social proof - Ariana Luterman (IRONMAN Athlete): People do crazy things when they think they have nothing to lose. - Ariana Luterman (IRONMAN Athlete): That's when I took my health into my own hands. - Ariana Luterman (IRONMAN Athlete): I applied to break a world record: fastest female to do a full IRONMAN on six continents. # Point of view - Customer 100% – The entire video is told from the perspective of Ariana Luterman, an IRONMAN athlete and customer of the brand, sharing her personal story and experiences. # Storyline - 00:00–00:04 The ad opens with a close-up of Ariana Luterman, an IRONMAN athlete, looking determined, setting a tone of resilience and strength. - 00:04–00:08 Ariana shares that in January of 2023, everything changed, setting the stage for a personal challenge. - 00:08–00:18 She recounts getting sick and spending 10 months in bed, relearning how to walk, emphasizing the severity of her health struggle. - 00:18–00:20 Ariana explains that she took her health into her own hands, signaling a turning point and a proactive approach to recovery. - 00:20–00:29 She reveals that she applied to break a world record as the fastest female to do a full IRONMAN on six continents, showcasing her ambition and determination. - 00:29–00:35 Ariana states that training for an IRONMAN is no joke and a test of time, highlighting the intensity and commitment required. - 00:35–00:49 She concludes by saying that this record stands for people who aren't afraid to dream so big, even when everyone tells them they can't or shouldn't even try, reinforcing the message of perseverance and defying expectations.

# Ad summary This ad features Lindsey Bomgren, the founder of Nourish Move Love, promoting LMNT as a sugar-free electrolyte drink mix that her kids love. She highlights the challenges of managing kids' sugar intake and positions LMNT as a healthy and fun alternative that empowers kids to make good choices. # Brand positioning Nourish Move Love is presented as a health and wellness brand that focuses on empowering individuals, especially parents, to make informed and healthy choices for themselves and their families. The brand aligns with a lifestyle that values physical activity, mindful nutrition, and family involvement. It positions itself against the norm of sugar-laden products marketed to children by offering a sugar-free alternative that is both enjoyable and beneficial. The brand's positioning is both functional, providing a healthy electrolyte mix, and emotional, fostering a sense of empowerment and fun for families. # Product LMNT is a sugar-free electrolyte drink mix designed to provide essential electrolytes without the negative effects of sugar. It is presented as a solution for parents who are concerned about their children's sugar intake and want a healthier alternative. The product is highlighted for its lack of sugar and its appeal to children, making it a win for parents. The ad shows the product being used by children, emphasizing that they enjoy it and can be involved in the preparation process. The product comes in individual packets that can be easily added to water, making it convenient for on-the-go use. The ad conveys that LMNT is worth trying because it addresses the barrier of unhealthy, sugary drinks while still being enjoyable for kids. # Visual style The ad has a bright and natural aesthetic, with a mix of candid, home-style shots and more polished, commercial-style footage. The editing style is quick and dynamic, with frequent cuts to maintain a fast pace. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:02: You can definitely see the impact sugar has on kids. Text overlay: 00:00–00:01: YOU CAN DEFINITELY SEE THE IMPACT / 00:01–00:02: SUGAR HAS ON KIDS. Visual: 00:00–00:01: A woman in a black tank top and black baseball cap gives a piggyback ride to a young boy in a blue shirt and baseball cap. They are in a bright, open room with light wood floors and white walls. The camera follows them as they move. / 00:01–00:02: The same woman is now bent over, holding the hands of the same boy, who is walking backward. They are in a living room with a fireplace, white walls, and a large window. A plant is visible in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty of managing children's sugar intake due to its prevalence in everyday foods and drinks. "It's a super hard balancing act because they're just surrounded by sugar. It's in everything." # Value propositions - LMNT is a huge win as a mom because my kids love it, it's no sugar, and they get to be involved in the process which always makes anything more fun. - The more we can educate them, it'll empower them to make good choices outside the home. # Benefits - Helps manage kids' sugar intake - Provides essential electrolytes - Kids love it - Empowers kids to make good choices # Features - Sugar-free electrolyte drink mix # Call to action None used. # Social proof - "LMNT is a huge win as a mom because my kids love it" – Lindsey Bomgren (Founder, Nourish Move Love) # Point of view - Customer 50% – The ad uses visuals of children and a mother interacting with the product, creating a relatable user experience. - Brand 50% – The founder of Nourish Move Love speaks directly to the camera, presenting the brand's perspective and values. # Storyline - 00:00–00:06 The ad begins with a montage of children being active and energetic, interspersed with shots of them consuming sugary treats. - 00:00–00:06 This montage is accompanied by the voiceover of Lindsey Bomgren, who points out the impact of sugar on kids, including mood swings and bedtime struggles. The message is that sugar has a negative impact on children's behavior and health. - 00:06–00:11 Lindsey Bomgren, identified as the founder of Nourish Move Love, speaks directly to the camera, emphasizing the difficulty of balancing kids' sugar intake due to its prevalence in everything. The message is that sugar is ubiquitous and hard to avoid. - 00:11–00:19 Bomgren introduces LMNT as a solution, highlighting that her kids love it because it's sugar-free and they can be involved in the process of making it. The message is that LMNT is a healthy and enjoyable alternative to sugary drinks. - 00:19–00:23 The ad shows children drinking LMNT and eating healthy snacks like carrots, reinforcing the idea of making good choices. The message is that LMNT empowers kids to make healthy decisions. - 00:20–00:24 Bomgren concludes by stating that educating children about healthy choices empowers them to make good decisions outside the home. The message is that LMNT is part of a broader strategy of educating and empowering children to make healthy choices.

# Ad summary This ad features Mandi Papich, an avalanche search and rescue professional, who discusses the importance of staying hydrated and well-fed for her job. She highlights LMNT electrolyte mix as a great tool for recharging and hydrating, ensuring she's always prepared for missions. # Brand positioning LMNT is presented as a hydration solution for individuals who need to maintain peak physical condition for demanding activities. The brand aligns with values of preparedness, resilience, and optimal performance, positioning itself as a functional aid for those who push their bodies to the limit. LMNT pushes against the norms of sugary sports drinks, offering a zero-sugar electrolyte mix that supports hydration without unnecessary additives. The brand positioning is functional, emphasizing the performance benefits of proper hydration and electrolyte balance. # Product LMNT is an electrolyte mix designed to help individuals recharge and hydrate, particularly during demanding physical activities. It comes in single-serving packets that can be easily added to water. The ad highlights the Chocolate Caramel and Raspberry Salt flavors. LMNT is presented as a tool for maintaining fitness and hydration, essential for the success of missions that can last 12, 16, or even 24 hours. The product addresses the need for sustained hydration and electrolyte balance, especially in challenging environments. The ad emphasizes that LMNT is a great tool for recharging and hydrating, helping users stay prepared and ready for their activities. # Visual style The ad has a natural, documentary-style aesthetic with a mix of indoor and outdoor shots. The editing style includes quick cuts to maintain a brisk pace, interspersed with static shots to emphasize key moments. The production quality is polished, giving it a professional feel while retaining a sense of authenticity. The pacing is consistent, with cuts timed to the rhythm of the background music. The visuals are synced with the voiceover, highlighting product actions and key messages. # Hooks Spoken: 00:00–00:03 When a call does come in, it's all hands on deck. Text overlay: 00:00–00:02 WHEN A CALL DOES COME IN, / 00:01–00:03 IT'S ALL HANDS ON DECK. Visual: 00:00–00:02: A firefighter in a red jacket and black beanie stands in a fire station, reaching for gear on a red rack. The background includes other firefighting equipment and a door. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that demanding physical activities, such as avalanche search and rescue, require sustained hydration and electrolyte balance to maintain peak performance. This is signaled by the line: "Our bodies need to be prepared for that." # Value propositions - LMNT is a great tool for me to recharge and hydrate. - Being fit and hydrated really makes the success of a mission. # Benefits - Recharges and hydrates - Helps maintain fitness - Supports preparedness for demanding missions # Features - Electrolyte mix - Zero sugar - Chocolate Caramel flavor - Raspberry Salt flavor # Call to action None used. # Social proof - "LMNT is a great tool for me to recharge and hydrate" – Mandi Papich (Avalanche Search & Rescue Professional) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer, Mandi Papich, who shares her personal experience and use of the product. # Storyline - 00:00–00:02 The ad opens with a firefighter preparing for a call. - 00:02–00:12 The firefighter emphasizes the importance of being well-fed, well-rested, and hydrated, as they may be out for extended periods. - 00:13–00:16 The ad introduces Mandi Papich, an avalanche search and rescue professional, highlighting the need for her body to be prepared for demanding missions. - 00:16–00:21 Mandi considers backcountry skiing a crucial part of her training. - 00:21–00:26 Mandi emphasizes that being fit and hydrated is essential for the success of a mission. - 00:26–00:29 Mandi states that LMNT is a great tool for her to recharge and hydrate. - 00:29–00:33 Mandi concludes by stating that she will always be prepared and ready for her missions.

# Ad summary This ad features Dr. Kelly Starrett, a physical therapist, discussing the importance of salt intake for athletes and how LMNT can help improve performance. The ad includes visuals of athletes in action, historical context of salt use in sports, and product demonstrations. # Brand positioning LMNT is presented as a brand focused on high performance and optimal hydration through electrolyte-rich drinks. The brand aligns with an active, athletic lifestyle, emphasizing the importance of salt intake for athletes. LMNT positions itself as a solution to improve performance by addressing the common issue of insufficient salt intake among athletes. The brand's positioning is both functional, highlighting performance benefits, and lifestyle-oriented, appealing to those who value peak physical condition. # Product LMNT is an electrolyte drink mix designed to improve hydration and performance, particularly for athletes. It is available in both powder form and ready-to-drink cans. The product is formulated with zero sugar and is intended to address the issue of insufficient salt intake, which can hinder athletic performance. The ad highlights that LMNT can help athletes feel better, go faster, lift more weights, and win more championships. It is presented as a convenient way to improve salt intake and, consequently, overall performance. # Visual style The ad has a polished, commercial aesthetic with a mix of gym settings, outdoor scenes, and historical footage. The editing style includes quick cuts to maintain a fast pace, especially during the athletic performance segments. The production quality is high, with clear visuals and professional lighting. The pacing is consistent, with cuts timed to emphasize key points and maintain viewer engagement. # Hooks Spoken: 00:00–00:02: You need salt. Period. Text overlay: 00:00–00:01: YOU NEED SALT. / 00:01–00:02: PERIOD. Visual: 00:00–00:01: Close-up of a bald, middle-aged man with sweat on his face, wearing a dark blue t-shirt with the words "SALT DEALER" on it. He is sitting in a gym, opening a yellow LMNT packet. / 00:01–00:02: The same man drinks from a black water bottle with the LMNT logo on it. He is still sweaty and in the gym setting. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of athletes not getting enough salt, which can hinder their performance. "If you're an athlete, you're probably not getting enough salt." # Value propositions - Electrolyte drink mix with zero sugar for optimal hydration and performance - Convenient way to improve salt intake and enhance athletic results # Benefits - Improves hydration - Enhances athletic performance - Helps athletes feel better - Enables athletes to go faster - Supports lifting more weights - Aids in winning more championships # Features - Electrolyte drink mix - Zero sugar - Available in powder and ready-to-drink cans # Call to action None used. # Point of view - Expert 40% – The ad features Dr. Kelly Starrett, a physical therapist, providing information and endorsements. - Customer 30% – The ad shows athletes using the product and benefiting from it. - Brand 30% – The ad presents the brand's message and product benefits directly. # Storyline - 00:00–00:01 The ad begins with a close-up of a man opening a packet of LMNT, emphasizing the need for salt intake. - 00:01–00:02 The man drinks from a water bottle, reinforcing the message that salt is essential. - 00:02–00:04 Dr. Kelly Starrett introduces himself and his credentials as a physical therapist. - 00:04–00:08 Dr. Starrett explains that he lives in the world of high performance and human performance. - 00:08–00:10 The ad highlights the connection between salt and performance, showing a box of LMNT electrolyte drink mix. - 00:10–00:11 The man adds LMNT to his water bottle, demonstrating how to use the product. - 00:11–00:15 The ad transitions to historical footage of football players in the 1950s being given salt tablets, illustrating the long-standing recognition of salt's importance in sports. - 00:15–00:19 The ad shows various athletes cycling and weightlifting, emphasizing the benefits of salt intake for improved performance. - 00:19–00:20 The ad shows a woman holding a champion plaque. - 00:20–00:21 The ad shows a man taking a can of LMNT from a refrigerator. - 00:21–00:24 The man opens a can of LMNT, reinforcing the message that improving salt intake with LMNT will change your performance. - 00:24–00:27 The ad shows two women running, emphasizing that athletes may not be getting enough salt. - 00:27–00:28 Dr. Starrett encourages viewers to take LMNT for it.

# Ad summary This ad promotes LMNT electrolyte drink mix. It features a man working out and recovering with LMNT. The ad emphasizes that recovery is not time off, but rather time well spent, and that hydrating today allows for better performance tomorrow. It positions LMNT as a key part of a recovery practice, not just something done after work, but as the work itself. # Brand positioning LMNT is presented as a brand that aligns with high performance and active recovery. The brand is positioned for individuals who prioritize their physical well-being and understand the importance of proper hydration and electrolyte balance. The ad suggests that LMNT is not just a post-workout drink but an integral part of a holistic approach to fitness and recovery. The brand promotes a lifestyle where recovery is as important as the workout itself, pushing against the norm of viewing recovery as merely 'time off.' The brand positioning is both functional (providing electrolytes for hydration) and emotional (empowering users to perform at their best). # Product LMNT is an electrolyte drink mix designed to optimize hydration and support physical performance and recovery. The product is for active individuals who engage in intense workouts and prioritize their physical well-being. The ad explicitly mentions that the drink mix contains 1000mg of sodium, 200mg of potassium, and 60mg of magnesium. The USP is that it provides a high dose of electrolytes to help users hydrate effectively and perform better. The ad shows the product being used during recovery in a sauna and after a workout. The ad addresses the purchase barrier of viewing recovery as optional by positioning LMNT as an essential part of the workout process. # Visual style The ad has a hybrid aesthetic, blending polished commercial elements with a slightly raw, authentic feel. The editing style includes quick cuts and smooth transitions, creating a dynamic pace. The production quality is high, with professional lighting and camera work, but it also incorporates natural settings and unscripted moments to maintain a sense of realism. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. The visual motifs include close-ups of the product and the man's face, as well as shots of him working out and recovering. # Hooks Spoken: 00:03–00:04: Recovery isn't time off. Text overlay: 00:02–00:03: RECOVERY / 00:03–00:04: ISN'T TIME OFF Visual: 00:00–00:01: A man with tattoos, wearing a gray t-shirt and black shorts, is working out in a gym. He is lifting dumbbells on a green turf surface. The background includes gym equipment and dim lighting. / 00:01–00:03: The man, shirtless and wearing patterned swim trunks, is sitting on a wooden bench inside a sauna. The sauna has wood paneling and soft lighting. / 00:03–00:04: Close-up of the man's face. He has a beard and is looking upwards. The lighting is dim. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of viewing recovery as an optional or secondary activity. It challenges the notion that recovery is merely 'time off' and instead positions it as an integral part of the workout process. 'This isn't what you do after work' signals the frustration of neglecting recovery. # Value propositions - Hydrating with LMNT allows you to perform better tomorrow, connecting the feature of electrolytes to the benefit of improved performance. - LMNT is not just a post-workout drink but an essential part of your recovery practice, emphasizing the value of incorporating it into your routine. # Benefits - Hydrate today so that you can perform tomorrow - Recovery isn't time off - It's time well spent - The system resets # Features - Contains 1000mg sodium - Contains 200mg potassium - Contains 60mg magnesium # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the official voice of the brand, using scripted lines and product claims. # Storyline - 00:00–00:01 The ad opens with a man intensely working out with weights in a gym. - 00:01–00:03 The scene transitions to the same man sitting in a sauna. - 00:03–00:04 The voiceover begins, stating that 'recovery isn't time off.' This is accompanied by text overlay. - 00:04–00:06 The voiceover continues, stating 'it's time well spent.' The man is shown adding LMNT to a water bottle. - 00:06–00:11 The man drinks from the water bottle, and the voiceover says, 'Hydrate today so that you can perform tomorrow.' - 00:11–00:12 The man is shown stretching in the sauna. - 00:12–00:16 The scene transitions back to the man working out in the gym. - 00:17–00:20 The voiceover states, 'It's when the system resets.' The man is shown grabbing an LMNT packet. - 00:20–00:22 The voiceover continues, stating, 'Not a break, a practice.' The man is shown pouring the LMNT packet into a glass. - 00:22–00:28 The scene transitions to the man sitting in an ice bath, drinking from a tumbler. The voiceover states, 'This isn't what you do after work, this is the work.' - 00:28–00:29 The LMNT logo appears on a black screen.

# Ad summary This ad features Dr. Mike Israetel, a sport physiology PhD, discussing the importance of sodium in our diets and how LMNT electrolyte mix can help replenish electrolytes lost through sweat. # Brand positioning LMNT is presented as a zero-sugar hydration solution that prioritizes essential electrolytes, particularly sodium. The brand positions itself as a necessary component for maintaining bodily functions, especially for those who sweat and lose fluids and electrolytes. LMNT challenges the common perception that salt is bad, instead emphasizing its critical role in nerve and muscle function. The brand aligns with a health-conscious and active lifestyle, promoting the importance of electrolyte replenishment for optimal performance. The brand positioning is functional, focusing on the performance benefits of proper hydration and electrolyte balance. # Product LMNT is an electrolyte mix designed to replenish fluids and electrolytes lost through sweat. It is presented as a zero-sugar hydration solution that contains sodium, potassium, and magnesium. The product is for anyone who sweats and loses fluids and electrolytes, particularly athletes and active individuals. The ad highlights that sodium is an essential nutrient critical for nerve and muscle function. The product is available in various flavors, including grapefruit and watermelon. The ad addresses the purchase barrier of the common misconception that salt is bad by emphasizing the importance of sodium for bodily functions. The ad tells the viewer that LMNT is worth trying because it replenishes essential electrolytes lost through sweat, supporting optimal nerve and muscle function. # Visual style The ad has a polished commercial aesthetic with a hybrid feel, combining gym footage with expert testimonials. The editing style includes quick cuts and static shots, creating a dynamic rhythm. The production quality is high-end, supporting the intended tone of expertise and credibility. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: A lot of folks think salt is bad. Text overlay: 00:00–00:01 / A LOT OF FOLKS THINK / 00:01–00:02 / SALT IS BAD Visual: 00:00–00:02: A man in a black tank top is shown from a low angle, lifting weights on a machine in a dimly lit gym. He is bald, muscular, and appears to be straining. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of electrolyte loss during physical activity, which can lead to nerve and muscle dysfunction. "If you don't have sodium, your nerves literally stop working, your muscles stop working, and you can't move." # Value propositions - Essential nutrient replenishment: Provides critical electrolytes lost during physical activity. - Zero-sugar hydration: Offers a healthy alternative to sugary sports drinks. # Benefits - Replenishes fluids and electrolytes lost through sweat - Supports optimal nerve and muscle function # Features - Zero-sugar hydration - Contains sodium, potassium, and magnesium # Call to action None used. # Social proof - The ad features Dr. Mike Israetel (Sport Physiology, PhD) who speaks to the importance of sodium. # Point of view - Expert 40% – The ad features Dr. Mike Israetel, a sport physiology PhD, who provides expert information about sodium and electrolytes. - Customer 30% – The ad shows people working out and sweating, implying they are customers who need to replenish electrolytes. - Brand 30% – The ad showcases the LMNT product and its benefits, promoting the brand as a solution for electrolyte replenishment. # Storyline - 00:00–00:02 The ad opens with a man working out, lifting weights, and straining. The message is that physical activity requires sodium. - 00:02–00:04 The ad cuts to a display of LMNT electrolyte mixes. The message is that LMNT is a solution for sodium replenishment. - 00:04–00:06 The ad shows a hand pouring LMNT electrolyte mix into a water bottle. The message is that LMNT is easy to use. - 00:06–00:07 The ad shows a man drinking from the water bottle. The message is that LMNT is a refreshing way to replenish electrolytes. - 00:07–00:12 Dr. Mike Israetel is introduced as a sport physiology PhD. The message is that he is a credible expert on the topic of sodium and electrolytes. - 00:12–00:16 Dr. Mike Israetel explains the importance of sodium for nerve and muscle function. The message is that sodium is essential for physical performance. - 00:16–00:20 The ad shows people sweating during physical activity. The message is that sweating leads to electrolyte loss. - 00:20–00:21 The ad shows LMNT electrolyte mix being poured into a water bottle again. The message is that LMNT replenishes electrolytes lost through sweat. - 00:21–00:22 The ad shows a man drinking from the water bottle again. The message is that LMNT is a convenient way to replenish electrolytes. - 00:22–00:26 The ad returns to Dr. Mike Israetel, who emphasizes the importance of sodium for cell function. The message is that sodium is critical for overall health and performance.

# Ad summary This ad features Jason Harris, a Marine Corps Veteran, discussing the importance of taking responsibility for your own wellness. He emphasizes the need to replenish electrolytes, especially for those who sweat a lot during workouts, and highlights LMNT as his go-to solution for staying hydrated and performing at his best. # Brand positioning LMNT is presented as a brand focused on providing high-quality electrolyte solutions for individuals committed to maintaining peak physical performance and overall wellness. The brand aligns with a lifestyle of intense physical activity, self-responsibility, and optimal hydration. LMNT positions itself as a functional solution for those who sweat a lot and need to replenish electrolytes to maintain their performance. The brand promotes a no-nonsense, performance-oriented approach, emphasizing the importance of taking personal responsibility for one's health and wellness. # Product LMNT is an electrolyte drink mix designed to help individuals replenish essential minerals lost through sweat. The product is available in both powder form and ready-to-drink cans. It is formulated to provide a high dose of electrolytes, including sodium, potassium, and magnesium, without added sugars. The product is for anyone who sweats a lot, whether through intense workouts, coaching, or other physical activities. LMNT addresses the need to refuel and replenish electrolytes to maintain optimal performance and overall wellness. The ad highlights that it is a crucial part of maintaining a moderately heavy carb diet with moderate fat and high protein. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing Jason Harris's physical fitness and the gym environment. The editing style includes quick cuts to maintain a dynamic pace, interspersed with static shots to emphasize key messages. The production quality is high, giving the ad a professional feel. The pacing is consistent, with cuts timed to the music and voiceover to enhance the overall impact. # Hooks Spoken: 00:01–00:07 Jason Harris: So over the course of, I think I'm at like 22 years of martial arts experience, and then 11 years in the Marine Corps. Text overlay: JASON HARRIS / Marine Corps Veteran Visual: 00:00–00:01 Jason Harris, a muscular, bald man with a beard and tattoos, is doing pull-ups on a black pull-up bar in a gym. He is wearing a green crop top and black shorts. The background includes gym equipment and a white wall with the text "FITNESS" visible. The camera is positioned below him, looking up, and remains stationary. / 00:01–00:03 Jason Harris is sitting in a gym, facing the camera. He is wearing a gray t-shirt with the text "SALT DEALER" and black shorts. Behind him is an American flag and various gym equipment. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of feeling depleted and unable to perform at your best due to electrolyte loss from sweating during intense physical activity. "I sweat like a crazy person, so I need to refuel not only my food but also replenish my electrolytes." # Value propositions - Electrolyte replenishment for those who sweat a lot - Supports a moderately heavy carb diet with moderate fat and high protein - Helps maintain peak physical performance # Benefits - Replenishes essential minerals lost through sweat - Maintains optimal performance - Supports overall wellness # Features - Electrolyte drink mix - High dose of electrolytes (sodium, potassium, magnesium) - Available in powder form and ready-to-drink cans - No added sugars # Call to action None used. # Social proof - Jason Harris (Marine Corps Veteran): "So over the course of, I think I'm at like 22 years of martial arts experience, and then 11 years in the Marine Corps." # Point of view - Expert 100% – The entire video is told from the perspective of Jason Harris, a Marine Corps Veteran and fitness expert, who shares his personal experiences and insights on the importance of electrolyte replenishment. # Storyline - 00:00–00:01 The ad begins with Jason Harris doing pull-ups, establishing his fitness credentials and setting the tone for a high-performance lifestyle. This is intended to immediately grab the viewer's attention and position Harris as an authority on physical fitness. - 00:01–00:07 00:01–00:07 Jason Harris introduces himself as a Marine Corps Veteran with 22 years of martial arts experience and 11 years in the Marine Corps. This establishes his credibility and expertise in physical fitness and discipline, positioning him as a reliable source of information. - 00:07–00:16 00:07–00:16 Harris states that the biggest takeaway from his experiences is that one person is responsible for your long-term life and wellness, and that's you. This message emphasizes personal responsibility and sets the stage for why electrolyte replenishment is important. - 00:17–00:24 00:17–00:24 Harris explains that he needs a moderately heavy carb diet with moderate fat, high protein, and a lot of electrolytes. This highlights the importance of electrolytes in his diet and sets up the need for a product like LMNT. - 00:25–00:32 00:25–00:32 Harris mentions that he sweats a lot and needs to refuel not only his food but also replenish his electrolytes. This reinforces the need for electrolyte replenishment and positions LMNT as the solution. - 00:32–00:39 00:32–00:39 Harris states that he needs to do this for himself if he wants to be the best person he can be. This ties back to the earlier message of personal responsibility and emphasizes the importance of taking care of one's own wellness.

# Ad summary This ad features Justin Odaffer, an expert painter at Colossal Media, discussing the importance of staying hydrated while painting large murals on the sides of buildings. He highlights the challenges of working in hot conditions and emphasizes how LMNT electrolyte drink mix helps them stay on top of their sweat depletion. # Brand positioning LMNT is presented as a vital hydration solution for individuals engaged in physically demanding activities, particularly in hot environments. The brand aligns with a lifestyle of high performance and resilience, emphasizing the importance of maintaining electrolyte balance to combat sweat depletion. LMNT positions itself as a functional product that addresses the specific needs of those who push their bodies to the limit, such as mural painters working in extreme conditions. The brand's tone is practical and straightforward, focusing on the tangible benefits of its electrolyte drink mix. # Product LMNT is an electrolyte drink mix designed to combat sweat depletion and maintain hydration during physically demanding activities. The product is packaged in individual serving packets containing 1000mg of sodium, 200mg of potassium, and 60mg of magnesium. It is intended for anyone who sweats a lot, especially those working in hot conditions or engaged in strenuous physical labor. The ad highlights the product's ability to help mural painters stay hydrated and maintain their performance while working on large-scale projects in extreme heat. The product addresses the purchase barrier of dehydration-related performance decline by providing a convenient and effective solution to replenish electrolytes lost through sweat. The ad showcases both the powder form of the drink mix and the canned version. # Visual style The ad has a documentary-style aesthetic, combining polished commercial shots with a UGC feel. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace throughout the video. The production quality is high, with clear visuals and professional lighting. The visual motifs include shots of the mural painting process, close-ups of the product, and scenes of the man speaking directly to the camera. The audio-visual sync is well-coordinated, with cuts and text timed to the music and voiceover. # Hooks Spoken: 00:00–00:02 We take the artwork and we emulate it to scale Text overlay: 00:00–00:00 None used Visual: 00:00–00:01 A man wearing a navy t-shirt, paint-splattered pants, and a brown and black baseball cap is shown at an outdoor workstation. He is mixing paint in a black bucket. The background includes a colorful mural, paint cans, and various tools. / 00:01–00:02 Close-up shot of the man drinking from a black container with a red label. He has a beard and tattoos on his arm. The background is blurred, showing a tall structure. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is dehydration, which makes it really hard to paint. # Value propositions - LMNT helps mural painters stay hydrated and maintain their performance while working on large-scale projects in extreme heat. - LMNT provides a convenient and effective solution to replenish electrolytes lost through sweat. # Benefits - Combats sweat depletion - Maintains hydration - Helps to paint # Features - 1000mg Sodium - 200mg Potassium - 60mg Magnesium - Electrolyte Drink Mix # Call to action None used. # Social proof - "If we're dehydrated, it makes it really hard to paint" – Justin Odaffer (Expert Painter, Colossal Media) # Point of view - Customer 100% – The entire video is told from the perspective of Justin Odaffer, an expert painter and user of the product, sharing his experiences and insights. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of Justin Odaffer preparing paint, followed by him drinking from a container. This sets the scene and introduces the subject of the ad. - 00:02–00:07 00:02–00:07 Justin explains that they take artwork and emulate it to scale on buildings 250 feet tall by 100 feet wide. This provides context for the scale of the work and the physical demands involved. - 00:07–00:13 00:07–00:13 He describes it as a 10-hour-a-day race to get the wall painted as fast as they can, so they can finish the job on time. This emphasizes the urgency and pressure of their work. - 00:14–00:17 00:14–00:17 Justin states that if they're dehydrated, it makes it really hard to paint. This introduces the problem that the product aims to solve. - 00:17–00:19 00:17–00:19 He recalls times in Los Angeles where it's over 100 degrees. This provides a specific example of the extreme conditions they face. - 00:20–00:26 00:20–00:26 Justin continues, describing hanging off the side of a building in the middle of the summer with no wind, and the building itself feels like a brick oven. This vividly illustrates the discomfort and physical challenge of their work environment. - 00:27–00:30 00:27–00:30 He concludes that staying on top of their sweat depletion is very important to them. This reinforces the need for the product and its benefits. - 00:31–00:36 00:31–00:36 Justin shares that at the end of the job, there's an overwhelming feeling that there's something great that they left behind. This highlights the sense of accomplishment and pride in their work. - 00:37–00:38 00:37–00:38 He ends with the phrase "Stay Salty." This serves as a memorable sign-off and reinforces the brand's message.

# Ad summary This ad features Sal Di Stefano, co-host of the Mind Pump Podcast, discussing the importance of hydration and electrolyte balance for achieving the best workout pump. He promotes LMNT electrolyte drink mix as part of his daily routine for better performance. # Brand positioning LMNT is presented as a brand focused on providing optimal hydration and electrolyte balance for peak physical performance. The brand positions itself as a solution to enhance workout results by emphasizing the importance of electrolytes over traditional stimulant-heavy supplements. LMNT aligns with a health-conscious and active lifestyle, promoting the idea that proper hydration is essential for overall well-being and athletic performance. The brand pushes against the norm of relying solely on caffeine and stimulants for workout enhancement, instead advocating for a more holistic approach centered on electrolyte balance. # Product LMNT is a sugar-free electrolyte drink mix designed to optimize hydration and electrolyte balance. It is presented as a superior alternative to stimulant-heavy supplements for enhancing workout performance. The product is available in both powder form, to be mixed with water, and as a canned sparkling electrolyte water. It is intended for individuals who prioritize hydration and electrolyte balance as part of their fitness routine. The ad highlights that LMNT helps users achieve better workout performance by ensuring they are well-hydrated and have a good electrolyte balance in their body. The ad addresses the purchase barrier of relying on stimulants by offering a healthier, more effective hydration solution. # Visual style The ad has a hybrid aesthetic, blending polished commercial elements with a UGC feel. The editing style includes quick cuts between the expert speaking and visuals of people working out and using the product. The production quality is high, with clean lighting and clear visuals. The pacing is moderate, with cuts timed to the rhythm of the voiceover. The overall tone is informative and motivational, encouraging viewers to prioritize hydration for better workout performance. # Hooks Spoken: 00:00–00:02: The pump is this great feeling people get when they work out. Text overlay: 00:00–00:02: THE PUMP IS THIS / 00:00–00:02: GREAT FEELING PEOPLE GET / 00:01–00:02: WHEN THEY WORK OUT. Visual: 00:00–00:02: A man with a mustache and graying hair is shown lifting dumbbells while sitting on a weight bench in a gym. The gym has exposed brick walls, a weight rack, and a green water bottle in the background. The camera is positioned at a medium angle, focusing on the man's upper body as he lifts the weights. The lighting is bright, highlighting the man's exertion. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of relying on stimulant-heavy supplements for workout enhancement, which may have negative side effects or not provide optimal results. "Most of 'em are heavy in stimulants, lots of caffeine, but the truth is..." # Value propositions - Achieve the best workout pump by being well-hydrated and having a good electrolyte balance. - LMNT is part of an overall healthy lifestyle. # Benefits - Enhances workout performance - Better hydration - Good electrolyte balance # Features - Sugar-free electrolyte drink mix - Optimizes hydration - Electrolyte balance # Call to action None used. # Social proof - "I get better performance from it. It's just a part of my overall lifestyle." – Sal Di Stefano (Co-Host, Mind Pump Podcast) # Point of view - Expert 80% – The ad is primarily told from the perspective of Sal Di Stefano, a fitness expert and co-host of the Mind Pump Podcast, who provides information and testimonials about the product. - Customer 20% – The ad shows people working out and using the product, implying a customer perspective on the benefits of LMNT. # Storyline - 00:00–00:02 The ad opens with a man lifting weights, emphasizing the physical exertion of a workout. - 00:02–00:07 Sal Di Stefano, co-host of the Mind Pump Podcast, is introduced as an expert on fitness and supplements. - 00:07–00:10 Sal discusses the category of supplements that claim to enhance the pump, but notes that many are heavy in stimulants and caffeine. - 00:10–00:17 Sal states that the best pump comes from being well-hydrated and having a good electrolyte balance. - 00:12–00:16 The ad shows a can of LMNT being taken out of a cooler and then being consumed. - 00:16–00:17 The ad returns to the man lifting weights, emphasizing the physical exertion of a workout. - 00:17–00:22 Sal explains that he works out first thing in the morning and drinks LMNT with water. - 00:19–00:22 The ad shows Sal pouring LMNT powder into a glass of water and then drinking it. - 00:22–00:25 Sal states that he gets better performance from LMNT and that it's part of his overall lifestyle. - 00:23–00:25 The ad shows Sal drinking LMNT before and after a workout.

# Ad summary This ad features Matt Dahlkemper, an executive chef, discussing the importance of hydration and salt intake for his demanding job. He highlights how LMNT electrolyte drink mix helps him stay focused and combat fatigue and headaches, which are common due to the physical and mental demands of cooking at high elevation. # Brand positioning LMNT is presented as a hydration solution that goes beyond just water, emphasizing the importance of electrolytes, particularly salt, for optimal performance. The brand aligns with a high-performance lifestyle, catering to individuals who face physical and mental challenges. It positions itself as a crucial tool for maintaining focus and combating fatigue, especially in demanding environments or professions. The brand's positioning is functional, focusing on the performance benefits of proper hydration and electrolyte balance. # Product LMNT is an electrolyte drink mix designed to enhance hydration by providing a balanced blend of electrolytes, including a significant amount of salt. It is available in various flavors, including chocolate salt and orange salt, and comes in convenient single-serving packets. The product is for individuals who need more than just water to stay hydrated, such as those in physically demanding jobs or those living at high elevations. LMNT addresses the issue of fatigue and headaches caused by electrolyte imbalance, emphasizing that water alone is not sufficient for optimal hydration. The ad highlights the importance of salt in maintaining focus and overall performance. # Visual style The ad has a polished, commercial aesthetic with a blend of natural and studio lighting. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace. The production quality is high, giving it a professional feel. The visuals are timed to the voiceover lines, creating a cohesive audio-visual experience. # Hooks Spoken: We're just shy of 8,000 feet of elevation. Text overlay: WE'RE JUST SHY OF / 8,000 FEET OF ELEVATION. Visual: 00:00–00:02 A man in a black jacket and pants walks on a patio with snow-covered trees in the background. There are wooden chairs and barrel-shaped tables on the patio. The camera follows him as he walks. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle with fatigue and headaches due to the physical and mental demands of a high-pressure job, exacerbated by working at high elevation. "During the course of the day, you get more fatigued. Headaches are more common." # Value propositions - Optimal hydration for demanding jobs and high-altitude environments - Electrolyte balance for maintaining focus and combating fatigue - Convenient and easy-to-use drink mix for on-the-go hydration # Benefits - Enhances hydration - Maintains focus - Combats fatigue - Reduces headaches # Features - Electrolyte drink mix - Available in various flavors (chocolate salt, orange salt) - Convenient single-serving packets # Call to action None used. # Social proof - "I've been cooking for about 20 years" – Matt Dahlkemper (Executive Chef) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer, Matt Dahlkemper, who is an executive chef. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of a man walking outside in a snowy, mountainous environment. The man states that they are just shy of 8,000 feet of elevation, setting the scene and implying the challenges of working at such a high altitude. The perspective is from an external observer, capturing the environment and introducing the context of the ad. - 00:02–00:02 00:02–00:02 The man is shown drinking from a can of LMNT sparkling electrolyte water. This introduces the product and its association with the high-altitude environment. The perspective is close-up, focusing on the product and its consumption. - 00:03–00:09 00:03–00:09 The man is shown working in a professional kitchen, operating equipment and wiping his brow. He states that his job is very physical, but the mental portion is harder because he is under such tremendous pressure. The perspective shifts to the man's experience, highlighting the demands of his profession. - 00:09–00:12 00:09–00:12 The man is shown cooking with fire and preparing food. He states that he has been cooking for about 20 years. This establishes his expertise and credibility. The perspective is from an external observer, showcasing his culinary skills. - 00:12–00:16 00:12–00:16 The man is shown sitting at a table with a view of the mountains, adding LMNT to his drink. He states that at elevation, hydration is especially crucial. This reinforces the importance of hydration in the given environment. The perspective is from an external observer, focusing on his routine and the product's integration into it. - 00:16–00:17 00:16–00:17 The man is shown working in the kitchen again. He states that water is not enough. This emphasizes the need for more than just water for proper hydration. The perspective is from an external observer, highlighting the limitations of water alone. - 00:17–00:20 00:17–00:20 The man is shown holding a box of LMNT electrolyte drink mix and drinking from a bottle. He states that having salt in your system is imperative. This reinforces the importance of salt for hydration. The perspective is from an external observer, showcasing the product and its benefits. - 00:20–00:24 00:20–00:24 The man is shown sitting and talking. He states that during the course of the day, you get more fatigued, and headaches are more common. This highlights the challenges of his job and the need for a solution. The perspective is from an external observer, focusing on his experience and the problems he faces. - 00:24–00:30 00:24–00:30 The man is shown working in the kitchen, preparing food. He states that being able to focus on what needs to happen in the moment to get through is absolutely mental. This emphasizes the mental demands of his job and the need for focus. The perspective is from an external observer, showcasing his skills and the challenges he faces. - 00:31–00:32 00:31–00:32 The man is shown preparing a dish and adding salt. He states that he wouldn't do anything else. This reinforces his passion for his job and the importance of the product in helping him succeed. The perspective is from an external observer, showcasing his dedication and the product's role in it.

# Ad summary This ad promotes LMNT electrolyte mix. It highlights the importance of salt for the body and positions LMNT as the ideal solution for electrolyte replenishment during various physical activities and everyday moments. The ad features diverse individuals engaging in sports, workouts, and daily routines, emphasizing that LMNT supports the challenges the body faces, both physically and mentally. # Brand positioning LMNT is presented as a brand focused on providing essential electrolytes without unnecessary additives. The brand aims to occupy the space of a performance and wellness enhancer, aligning with an active and health-conscious lifestyle. LMNT pushes against the norm of sugary sports drinks by offering a clean, simple formula with no sugar. The brand positioning is both functional, providing necessary electrolytes, and emotional, supporting an active and challenging lifestyle. # Product LMNT is an electrolyte mix designed to provide the necessary electrolytes the body needs, specifically sodium, potassium, and magnesium, without any added sugar. It is for anyone who engages in physical activities, from professional athletes to everyday individuals, as well as those who want to maintain optimal hydration and electrolyte balance. The product comes in individual packets that can be mixed with water. The ad highlights that LMNT provides the electrolytes you need and nothing you don't, addressing the purchase barrier of unnecessary ingredients found in other sports drinks. It is suitable for use during and after workouts, sports, or any activity that causes sweating and electrolyte loss. # Visual style The ad has a polished, commercial aesthetic with a blend of natural and studio lighting. The editing style includes quick cuts to showcase various activities and individuals, creating a dynamic and engaging feel. The production quality is high, giving it a professional and trustworthy appearance. The pacing is moderate, with cuts timed to the music and voiceover, enhancing the overall impact. # Hooks Spoken: Female 1: Salt is an essential mineral. Text overlay: 00:01–00:02 / SALT IS AN ESSENTIAL MINERAL. Visual: 00:00–00:01: A white square containing the letters "LMNT" is displayed on a dark gray background. The camera is stationary. / 00:01–00:02: The LMNT logo is shown with a white, chalk-like effect spreading around it. Below, the text "SALT IS AN ESSENTIAL MINERAL" appears in white. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of electrolyte imbalance due to physical activity, which can lead to decreased performance and prolonged recovery. The ad states, "Salt is an essential mineral. Your body needs it to perform, to recover." # Value propositions - Essential electrolytes without unnecessary additives - Supports an active and challenging lifestyle - Clean and simple formula with no sugar # Benefits - Provides the electrolytes you need - Supports physical performance - Aids in recovery - Supports physical and mental challenges # Features - Electrolyte mix - 1000 mg Sodium - 200 mg Potassium - 60 mg Magnesium - No sugar # Call to action None used. # Point of view - Brand 100% – The entire ad is narrated from the brand's perspective, emphasizing the benefits and necessity of their product. # Storyline - 00:00–00:02 The ad begins by stating that salt is an essential mineral. - 00:04–00:08 It emphasizes that your body needs salt, showing a cyclist drinking from a water bottle. - 00:08–00:11 The ad highlights the need for salt to perform and recover, showing a swimmer drinking from a can. - 00:12–00:14 It encourages viewers to embrace the moments in between, showing people playing baseball. - 00:15–00:18 The ad introduces LMNT as a provider of the electrolytes you need, showing a packet of LMNT being poured into a glass of water. - 00:18–00:21 It reinforces that LMNT contains nothing you don't, showing a woman drinking the electrolyte mix. - 00:21–00:24 The ad states that LMNT supports the challenges you put your body through, showing various activities like running, ice climbing, and caring for a baby. - 00:24–00:26 It concludes by emphasizing that LMNT supports you physically and mentally, showing a basketball player drinking from a water bottle. - 00:28–00:29 The ad ends with the tagline "Feel the difference."

# Ad summary This ad features Mike Salemi, a strength, conditioning, and men's growth coach, discussing how being a new father has given him dad strength. He emphasizes the importance of hydration and how LMNT helps him feel better, integrating it into his training, sauna sessions, workouts, and other daily rituals. He highlights that taking care of himself allows him to better care for his son, wife, and business. # Brand positioning LMNT is presented as a hydration solution that supports overall health and well-being, particularly for active individuals and those with demanding lifestyles. The brand aligns with values of self-care, family, and professional success, positioning itself as a key component in maintaining peak performance and energy levels. LMNT is portrayed as a versatile product that fits seamlessly into various routines, from workouts to daily rituals, emphasizing its functional benefits in a way that resonates with health-conscious consumers. # Product LMNT is a flavored electrolyte drink mix designed to support hydration and overall health. It is presented as a foundational element for health, suitable for integration into various routines such as training, sauna sessions, workouts, and daily rituals. The product comes in single-serving packets that can be easily added to water or other beverages. LMNT is highlighted as a way to feel better and maintain optimal performance, catering to individuals who prioritize self-care and need to balance personal and professional responsibilities. The ad showcases the chocolate salt flavor, emphasizing its versatility by incorporating it into coffee. # Visual style The ad has a polished UGC feel, combining professional-quality shots with a personal, relatable tone. The editing style includes quick cuts to showcase various aspects of Mike's life and how LMNT fits into it. The pacing is moderate, with cuts timed to the voiceover. The visual motifs include consistent branding with the LMNT logo and product placement in various settings. # Hooks Spoken: 00:00–00:02: Being a new father has given me dad strength. Text overlay: 00:00–00:02 BEING A NEW FATHER / 00:01–00:02 HAS GIVEN ME DAD STRENGTH. Visual: 00:00–00:02: A medium shot shows Mike, a man in his 30s with a shaved head and beard, wearing a black t-shirt with a logo, sitting on the floor with his young child. The child, around 1-2 years old, is wearing a blue onesie and playing with a stuffed animal. The background includes a white brick wall, a colorful painting, and a pine cone. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that maintaining optimal hydration and energy levels can be challenging, especially for busy individuals balancing family, work, and fitness. This is signaled by the line, "All the most basic foundational principles have now been put to the test more than ever." # Value propositions - Convenient single-serving packets for on-the-go hydration - Versatile product that fits into training, sauna sessions, workouts, and daily rituals - Supports overall health and well-being, enabling you to better care for family and business # Benefits - Supports hydration - Helps you feel better - Integrates into various routines # Features - Electrolyte drink mix - Single-serving packets - Chocolate salt flavor # Call to action None used. # Social proof - "When I'm drinking LMNT, I just feel better" – Mike Salemi (Strength, Conditioning, & Men's Growth Coach) # Point of view - Customer 100% – The entire ad is told from the perspective of Mike Salemi, a user of the product, sharing his personal experiences and integrating LMNT into his daily life. # Storyline - 00:00–00:02 The ad begins with Mike Salemi playing with his child. - 00:00–00:02 Mike states that being a new father has given him dad strength, setting a tone of personal experience and relatability. - 00:01–00:02 Mike is then shown holding his child up in the air. - 00:03–00:07 Mike introduces himself as a strength, conditioning, and men's growth coach, establishing his credibility and expertise. - 00:04–00:07 He explains that foundational principles have been put to the test more than ever, creating a sense of urgency and relevance. - 00:07–00:12 Mike is shown preparing and drinking LMNT, emphasizing hydration as a foundation for health. - 00:11–00:12 He states that he feels better when drinking LMNT, highlighting the product's direct benefit. - 00:12–00:17 Mike integrates LMNT around training, after sauna, and after workouts, showcasing its versatility and integration into an active lifestyle. - 00:17–00:19 He adds that it's also a part of other rituals, expanding its use cases beyond fitness. - 00:17–00:19 Mike is shown making coffee and adding LMNT to it. - 00:20–00:26 Mike states that he can only show up for his son, wife, and business as much as he's taking care of himself, reinforcing the importance of self-care. - 00:26–00:27 He concludes with the cliché that it's the truth, adding a touch of authenticity and sincerity.

# Ad summary This ad features Dixon McDonald, a triathlete and Ironman, who discusses the importance of hydration for his training. He highlights how LMNT helps him maintain the ability to do what he currently does. # Brand positioning LMNT is presented as a vital hydration solution for athletes and individuals committed to rigorous training and consistent performance. The brand aligns with a lifestyle of discipline, consistency, and pushing personal limits. It positions itself as essential for maintaining hydration, enabling athletes to achieve their goals. The brand focuses on functional benefits, emphasizing its role in supporting the physical demands of intense training. # Product LMNT is an electrolyte drink mix designed to support hydration, particularly for individuals engaged in intense physical activity. It comes in powder form, packaged in individual serving packets, and is mixed with water. The product is available in various flavors, including Citrus Salt and Watermelon Salt, and also comes in canned sparkling electrolyte water. LMNT is highlighted as essential for maintaining hydration, enabling athletes to sustain their performance. The ad addresses the need for consistent hydration, especially during rigorous training, and positions LMNT as a solution to ensure the body has what it needs to perform optimally. # Visual style The ad has a polished, documentary-style aesthetic with natural lighting and a focus on capturing authentic moments of the athlete's training routine. The editing style includes quick cuts to maintain a dynamic pace, interspersed with static shots to emphasize key moments and product interactions. The production quality is high, giving it a professional commercial feel. The pacing is consistent, with cuts timed to the music beats, enhancing the overall rhythm and energy of the ad. # Hooks Spoken: 00:00–00:06: I'm addicted to the process of signing up for something just out of reach and seeing what I can do. Text overlay: 00:00–00:01: I'M ADDICTED TO THE PROCESS / 00:01–00:05: OF SIGNING UP FOR SOMETHING JUST OUT OF REACH AND SEEING / 00:05–00:06: WHAT I CAN DO. Visual: 00:00–00:01: A man in a white t-shirt, black shorts, white sneakers, and a white baseball cap is shown taking a black and red Felt brand bike out of the back of a black car. The background is a dimly lit parking lot at dusk. / 00:01–00:03: Close-up shot of the man, now wearing a navy blue t-shirt, putting on white cycling shoes while sitting in the back of the car. The bike is visible in the background. / 00:03–00:05: Close-up shot of a hand pouring a packet of LMNT Citrus Salt electrolyte drink mix into a yellow water bottle. The packet lists the ingredients: 1000mg Sodium, 200mg Potassium, 60mg Magnesium. / 00:05–00:06: The man drinks from the yellow water bottle. He is wearing a navy blue t-shirt with a white stripe on the sleeve. The background shows a cloudy sky and trees. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of maintaining adequate hydration during intense physical activity, particularly for athletes engaged in rigorous training. The athlete states, "Hydration is vital," highlighting the critical need for proper hydration to sustain performance. # Value propositions - Vital hydration for athletes - Supports discipline and consistency in training - Enables peak performance # Benefits - Supports hydration - Enables athletes to perform at their best - Maintains the ability to do what I currently do (Dixon McDonald) # Features - Electrolyte drink mix - Available in powder form and canned sparkling water - Contains 1000mg Sodium, 200mg Potassium, 60mg Magnesium (Citrus Salt flavor) - Available in various flavors (Citrus Salt, Watermelon Salt) # Call to action None used. # Social proof - "Without LMNT I wouldn't have the ability to do what I currently do." – Dixon McDonald (Triathlete & IRONMAN) # Point of view - Customer 100% – The entire video is told from the perspective of Dixon McDonald, a triathlete and Ironman, who shares his personal experience and reliance on LMNT for his training. # Storyline - 00:00–00:05 00:00–00:05: The ad opens with a man taking a bike out of his car, putting on his shoes, and adding LMNT to his water bottle. This sets the stage for a rigorous training routine and introduces the product as part of the preparation. - 00:05–00:10 00:05–00:10: The man, identified as Dixon McDonald, is shown riding his bike on a road. This highlights his identity as a triathlete and Ironman, establishing his credibility and the context for his need for hydration. - 00:10–00:14 00:10–00:14: Dixon is shown getting ready and taking LMNT cans from the fridge. This emphasizes the discipline and consistency required for his training regimen, reinforcing the importance of hydration. - 00:14–00:21 00:14–00:21: Dixon is shown running and swimming, further illustrating his triathlon training. He states that hydration is vital and that without LMNT, he wouldn't be able to do what he currently does, directly linking the product to his performance. - 00:21–00:26 00:21–00:26: Dixon continues swimming and biking, emphasizing the importance of hard work and dedication. He states that he wants to be defined by his hard days, reinforcing the brand's alignment with a high-performance lifestyle.