How Grove Collaborative Advertises on Meta

# Ad summary This image ad for Grove promotes natural allergy relief products, including honey, zinc, and immune support spray. The ad is designed with a clean, inviting aesthetic, highlighting the brand's commitment to natural and effective wellness solutions. # Brand positioning Grove is positioned as a purveyor of natural and health-focused wellness solutions. The brand emphasizes breathing easier and finding relief during allergy season, aligning with a lifestyle that prioritizes health and natural remedies. Grove presents itself as a provider of vetted products, suggesting a level of quality and trust that customers can rely on. The brand seems to cater to consumers seeking alternatives to traditional medicine, emphasizing a connection between natural ingredients and effective relief. # Product The ad features a range of products intended to provide allergy relief. Manuka Honey is shown as a natural remedy, presented in a clear jar with a wooden honey dipper, implying a soothing and healthful option. Mary Ruth's Organic Ionic Zinc is featured in a brown glass bottle with a dropper, emphasizing its organic nature and ease of use. Additionally, there is a yellow bottle of Beekeeper's Naturals Immune Support spray, suggesting a product for boosting immunity during allergy season. New Chapter Immune Defense Vitamin C+ is shown as gummies in a bottle with a purple lid, offering another way to support the immune system. The ad addresses the purchase barrier of finding effective allergy relief by showcasing a variety of vetted, natural products. # Visual style The ad features a clean, well-lit studio shot with a focus on natural health products. The visual motifs include a flatlay arrangement of the products on a clean surface, emphasizing their natural and organic qualities. The image treatment involves soft lighting and color grading to create a calming and inviting atmosphere. The typography is clean and legible, complementing the overall aesthetic. The ad mimics a native in-feed style, making it scannable and appealing to users interested in health and wellness. # Hooks Headline: BREATHE EASIER THIS ALLERGY SEASON # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of allergy season and the need for effective relief. “Breathe Easier THIS ALLERGY SEASON” signals this seasonal problem. # Value propositions - Natural remedies for allergy relief - Vetted products ensure quality and trust # Benefits - Breathe Easier - allergy relief - vetted products # Features - Manuka Honey - Organic Ionic Zinc - Immune Support - Immune Defense Vitamin C+ # Call to action Shop vetted allergy relief # Social proof - None used. # Point of view - Brand: This POV appears in the tagline at the top of the image, setting the stage for the products being advertised. - Customer: This POV is captured in the action-oriented tagline 'Shop vetted allergy relief' as the user hopes to shop for relief. # Storyline - The ad begins with a visual focus on the brand name "Grove" along with the message "Breathe Easier This Allergy Season", immediately setting the context and brand identity. The brand is telling the audience about what the ad is about. - Next, the ad draws attention to the core promise of providing solutions to allergies, transitioning to the concept of 'Shop vetted allergy relief,' which invites the consumer to explore the available solutions. The brand is inviting the user to check out their products. - Finally, the image settles on the natural allergy relief products, visually emphasizing the variety and natural composition of the showcased items. The brand is hoping the user checks out the product.

# Ad summary This ad promotes Grove Collaborative as a source for high-quality vitamins and supplements that meet strict ingredient standards, meaning no unnecessary fillers, phthalates, and artificial dyes. The ad suggests Grove is a trustworthy partner for building a wellness routine, making life easier by providing products without questionable ingredients. # Brand positioning Grove Collaborative is presented as a health and wellness retailer that prioritizes stringent ingredient standards for the products it offers. The brand positions itself as a source of trusted products that exclude unnecessary fillers, phthalates, and artificial dyes, often found in mainstream alternatives. By emphasizing product safety and transparency, Grove aims to give customers peace of mind, aligning with an emotional positioning that caters to health-conscious consumers who seek to simplify their wellness choices. The brand strives to occupy a space as a dependable ally in consumers' pursuit of a healthier lifestyle, particularly those who are wary of harmful additives in everyday products. # Product The ad showcases a range of vitamins and supplements available through Grove Collaborative, highlighting their strict ingredient standards. These standards ensure the absence of unnecessary fillers, phthalates, and artificial dyes, commonly found in mainstream products. Several supplements are shown and named, including, Propolis Complete Gut Health and Magnesium + Ashwagandha. The products are designed for individuals seeking to build a wellness routine they can trust, without having to worry about questionable ingredients. Grove Collaborative offers a curated selection of supplements that align with consumer needs for cleaner, healthier options, making them a worth buying or trying. # Visual style The ad has a polished UGC feel, combining casual home settings with clear, informative graphics. The editing is smooth with static shots and simple transitions, creating a clean and trustworthy vibe. The pacing is moderate, maintaining a consistent rhythm that keeps the viewer engaged without feeling rushed. The visual style supports the message of transparency and reliability, aligning with the brand’s promise of quality and trustworthiness. # Hooks Spoken: Female 1 00:00–00:02: Here's why I only buy my vitamins and supplements from Grove now. Text overlay: 00:00–00:02: Here's why I only buy my vitamins & supplement from Grove Visual: 00:00–00:02: A woman with long dark hair, wearing a white hoodie, stands in a kitchen with light wood cabinets and a white marble countertop. She places a large brown Grove Collaborative box on the counter and proceeds to take out an assortment of vitamins and supplements. The camera framing is a medium shot from a stationary position. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of worrying about questionable ingredients in everyday products, such as fillers, phthalates, and artificial dyes. # Value propositions - High-quality vitamins and supplements without harmful additives - Curated selection of supplements vetted for ingredient integrity - Easy access to cleaner, healthier options for building a trusted wellness routine # Benefits - Trustworthy wellness routine - Peace of mind about product ingredients - Simplified, healthier choices # Features - Strict ingredient standards - No unnecessary fillers - No phthalates - No artificial dyes # Call to action None used. # Point of view - Customer 60% – A customer in a home kitchen unpacking and using Grove products projects the everyday user experience. - Brand 40% – Text graphics, logos, and taglines communicate official brand claims about product standards. # Storyline - 00:00–00:02 The ad begins with a woman in her kitchen holding a Grove Collaborative box full of supplements. - 00:00–00:02 The woman says she only buys her vitamins and supplements from Grove now. - 00:02–00:06 The perspective shifts to a close-up shot of various vitamins and supplements on a shelf, highlighting the range of products offered by Grove. - 00:02–00:06 The ad emphasizes that Grove only carries vitamins and supplements that meet strict ingredient standards, highlighting the company's commitment to quality. - 00:06–00:11 A graphic appears with text highlighting "no unnecessary extras", "no phthalates", and "no artificial dyes" signaling that Grove-vetted ingredients are free of artificial dyes, talc, titanium dioxide, magnesium stearate, colors, flavors, and phthalates. - 00:11–00:15 The scene transitions to a woman in a kitchen using a supplement, reinforcing the integration of Grove products into everyday routines. - 00:11–00:15 The woman says life’s busy enough without having to worry about what's in your products, reinforcing the value proposition of ease and peace of mind. - 00:15–00:17 The Grove Collaborative logo appears as the woman smiles, with the tagline “Your home, healthier,” and then a final line highlighting the trustworthiness of the brand: "Build a wellness routine you can trust with Grove."

# Ad summary This ad showcases a collection of allergy relief products from Grove Collaborative, promoting getting ahead of allergy season. It features a variety of remedies, including throat lozenges, sinus congestion spray, immune activators, and ionic zinc. # Brand positioning Grove Collaborative is presented as a holistic online retailer focused on natural and sustainable household and personal care products. The ad subtly implies that Grove stands for vetted, healthier alternatives to mainstream remedies, offering solutions for seasonal allergies. The brand is positioned as a provider of carefully selected products aimed at customers who are conscious about the ingredients and environmental impact of their purchases. # Product The ad features a range of allergy relief products. ThroatCalm Meltaway Tablets are homeopathic medicine to relieve sore throat, redness, dryness, and hoarseness. Marie Originals Sinus Congestion Spray is a bioactive solution applied to temples to ease congestion. Kick-Ass Immune Activator is a supplement designed to boost immunity. Mary Ruth's Organic Ionic Zinc is a liquid dietary supplement. The ad promotes the idea that these products can provide relief from various allergy symptoms and boost the immune system, emphasizing natural and homeopathic approaches to wellness. The visual assortment suggests a comprehensive approach to allergy management, addressing multiple symptoms and needs. # Visual style The ad employs a clean and organized still life arrangement with a focus on the products. The lighting is soft and even, which highlights the product packaging details. The color palette consists of muted greens, browns, and whites, giving the ad a natural and health-conscious feel. The composition includes a mix of product sizes and shapes, creating visual variety while maintaining a balanced look. The product arrangement is flatlay style, shot from directly overhead. # Hooks Headline: GET AHEAD OF ALLERGY SEASON # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of allergy season symptoms, including sore throats, sinus congestion, and a weakened immune system. The ad copy, 'GET AHEAD OF ALLERGY SEASON', clearly indicates preemptive avoidance of these symptoms. # Value propositions - Shop vetted allergy relief - ThroatCalm MELTAWAY TABLETS HOMEOPATHIC MEDICINE Relieves Minor Throat Symptoms - Marie Originals Sinus Congestion Spray Apply to temples to ease congestion # Benefits - ThroatCalm Relieves Minor Throat Symptoms - Sinus Congestion Spray Apply to temples to ease congestion # Features - ThroatCalm MELTAWAY TABLETS HOMEOPATHIC MEDICINE - Marie Originals Sinus Congestion Spray Apply to temples to ease congestion - MARY RUTH'S ORGANIC IONIC ZINC Liquid Drops # Call to action Shop vetted allergy relief # Social proof - BOIRON World Leader in Homeopathic Medicines # Point of view - Brand: Shown throughout, highlighting various products to promote their relief of allergy symptoms and encouraging people to shop. # Storyline - The ad opens with a cluster of different allergy relief products. The intention is to showcase the range of items available to combat allergy symptoms, piquing the viewer's interest in solving their allergy problems. The audience experiences this from the brand's perspective, highlighting product variety. - Next, the ad promotes a central message: 'Get ahead of allergy season'. The intention is to prompt viewers to proactively address their allergy symptoms before they worsen. The audience is experiencing a direct message from the brand, urging preparation and prevention. - Finally, the ad closes by promoting 'Shop vetted allergy relief' as a solution. The intention is to convert interest into sales by offering a curated selection of products. The audience experiences this from the brand's perspective, providing a clear call to action to explore and purchase the featured items.

# Ad summary This ad is showcasing Mrs. Meyer's Clean Day hand soaps in the spring scents of Rose, Dewdrop, Mint, and Lilac. The ad has a clean, bright, and inviting aesthetic. # Brand positioning Mrs. Meyer's Clean Day is positioned as a brand that offers household cleaning and personal care products with delightful, garden-fresh scents. The brand emphasizes a clean and refreshing experience, aligning with values of natural, pleasant aromas in everyday routines. The brand ignores the clinical, sterile nature of many cleaning product brands, opting instead for an aromatic and sensory experience. # Product The ad features Mrs. Meyer's Clean Day hand soaps in four spring scents: Rose, Dewdrop, Mint, and Lilac. Each hand soap comes in a clear plastic bottle with a pump dispenser. The labels feature unique floral designs corresponding to each scent. The hand soaps are formulated to cleanse hands with olive oil and aloe vera. The ad highlights the variety of scents available for the spring season, encouraging customers to try or buy. # Visual style The ad features a clean, bright aesthetic with a focus on showcasing the product range. The visual motifs include color coordination, a kitchen flatlay, and pastel colors. The image treatment includes bright, soft lighting. The typography is simple and legible. The style aims for a clean, fresh look that feels both inviting and informative. # Hooks Headline: MRS. MEYER'S SPRING SCENTS ARE HERE! # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Mrs. Meyer's Clean Day hand soap provides a delightful and refreshing way to clean hands with garden-fresh spring scents. # Benefits - Clean hands - Refreshing, seasonal fragrances # Features - Hand soap - Spring scents: Rose, Dewdrop, Mint, Lilac - Formulated with olive oil and aloe vera # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall image showcases the Mrs. Meyer's product line and spring scents. # Storyline - The ad opens with a wide shot of Mrs. Meyer's hand soap and surface cleaner collection in spring scents. This immediately conveys the variety of available scents and highlights the brand's focus on refreshing, seasonal fragrances from the brand's perspective. - The ad draws attention to each scent variation, using color-matched text bubbles to feature the name of each scent. This emphasizes the range of choices available and gives viewers a clear understanding of the different options from the brand's perspective.

# Ad summary This ad showcases a variety of products available from Grove, including skincare, vitamins, wellness, and kitchen items. The ad uses a customer question to highlight the breadth of products offered by Grove. # Brand positioning Grove is presented as a one-stop shop for all your favorite safe brands, expanding beyond just cleaning products to include skincare, vitamins, wellness, and kitchen items. The brand positions itself as a purveyor of safe and trusted products, catering to consumers who prioritize health, wellness, and sustainability in their purchasing decisions. By offering a wide range of products, Grove aims to be a convenient and reliable source for everyday essentials, simplifying the shopping experience for those seeking quality and safety. # Product The ad features a variety of products from different brands available at Grove. These include skincare items like Osea Malibu Argan Oil, Weleda Skin Food, and Cocokind skincare. There are also wellness products such as Olly Goodbye Stress gummies and New Chapter Every Woman multivitamin. Additionally, the ad showcases household items like Molly's Suds Laundry Powder and Dr. Bronner's Castile Soap. The products are presented as safe and reliable options for various needs, from skincare to household cleaning. The ad emphasizes the convenience of finding all these products in one place, highlighting Grove as a comprehensive source for quality and safe brands. # Visual style The ad features a product-focused, lifestyle-oriented visual style. The production quality appears to be UGC, with a casual and authentic feel. The visual motif is a collection of various products arranged in a cardboard box, creating a sense of abundance and variety. The image treatment is natural, with bright lighting and minimal filters. The typography integration is simple and legible, with clear and concise text. The ad mimics a platform-native style, resembling a snapshot of a real-life unboxing experience, which enhances scannability and stop power in the feed. # Hooks Headline: Wait you sell more than just cleaning?? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential misconception that Grove only sells cleaning products, which may limit its appeal to a broader audience. # Value propositions - Grove carries all your favorite safe brands now! Skincare, vitamins, wellness, kitchen, and soo much more! # Benefits - Safe brands - Wide range of products # Features - Skincare - Vitamins - Wellness - Kitchen # Call to action None used. # Point of view - Customer: The question bubble at the top of the image represents a customer's surprise and curiosity about Grove's expanded product range. - Brand: The blue banner at the bottom of the image represents the brand's response, informing the audience about the variety of products available at Grove. # Storyline - The ad begins with a question bubble that reads, "Wait you sell more than just cleaning??" This is intended to capture the audience's attention by addressing a common misconception about the brand and piquing their curiosity about the expanded product range. The question is presented from the perspective of a customer who is surprised to learn about the variety of products offered by Grove. - The ad transitions to a response in a blue banner that reads, "YES! Grove carries all your favorite safe brands now! Skincare, vitamins, wellness, kitchen, and soo much more!" This statement aims to inform the audience about the wide range of products available at Grove, emphasizing the brand's commitment to providing safe and reliable options. The response is presented from the brand's perspective, directly addressing the customer's question and highlighting the expanded product offerings.

# Ad summary This ad for Grove Collaborative highlights the brand's commitment to providing safe, sustainable, and transparent products for the home. The ad features a woman unpacking a Grove Collaborative box and showcasing various cleaning and household products. She emphasizes that Grove only carries trusted brands that meet high standards for safety, sustainability, and transparency. The ad also highlights Grove's 'No Way List' and strict ingredient transparency, ensuring customers know exactly what's in the products they buy. # Brand positioning Grove Collaborative is presented as a brand committed to providing safe, sustainable, and transparent products for the home. The brand aims to occupy a space in the consumer's mind as a trusted source for household and personal care items that meet high standards for safety and environmental responsibility. Grove aligns with values of health, sustainability, and transparency, promoting a lifestyle that prioritizes well-being and environmental consciousness. The brand pushes against category norms by offering products free of harsh chemicals and with strict ingredient transparency, differentiating itself from competitors who may compromise on these aspects. The brand positioning is both functional, emphasizing performance and safety, and emotional, appealing to consumers who value health and environmental responsibility. # Product The ad features a variety of cleaning and household products available through Grove Collaborative. These include dish soap, laundry detergent, kitchen wipes, and various other cleaning supplies. The products are presented as being free of harsh chemicals and meeting high standards for safety, sustainability, and transparency. The ad highlights Grove's 'No Way List' and strict ingredient transparency, ensuring customers know exactly what's in the products they buy. The products are for consumers who prioritize health, safety, and environmental responsibility in their purchasing decisions. The ad addresses the purchase barrier of uncertainty about product ingredients by emphasizing Grove's commitment to transparency and providing a curated selection of trusted brands. # Visual style The ad has a polished, commercial aesthetic with bright lighting and smooth transitions. The production quality is high-end, with clear visuals and professional editing. The pacing is moderate, with cuts timed to the voiceover lines. The overall visual style supports the intended tone of trustworthiness and quality. # Hooks Spoken: Grove isn't just about convenience. Text overlay: GROVE ISN'T JUST / ABOUT CONVENIENCE Visual: 00:00–00:01: A woman with long brown hair, wearing a light-colored sweater, stands in a bright, modern kitchen. She is holding a large cardboard box with the Grove Collaborative logo on it. The kitchen has light wood cabinets, a white countertop, and a stainless steel stove. A green circle with a white gift icon and the text 'EXCLUSIVE OFFER NEW CUSTOMERS' is superimposed on the upper right corner of the frame. / 00:01–00:02: A hand holds a package of Honest brand baby wipes. Other products are visible in the background, including Smarty Pants vitamins and other baby care items. The 'EXCLUSIVE OFFER NEW CUSTOMERS' graphic remains in the upper right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty and concern about the ingredients in household and personal care products. The ad highlights Grove's 'No Way List' and strict ingredient transparency, assuring customers that they can know exactly what's in the products they buy. # Value propositions - Safety: Products meet the highest standards for safety - Sustainability: Products meet the highest standards for sustainability - Transparency: Products meet the highest standards for transparency - Peace of mind: Know exactly what's in the products you buy and what isn't # Benefits - Ensures only trusted brands make it to your home - Know exactly what's in the products you buy - Don't have to worry about what's in your products # Features - Trusted brands - High standards for safety - High standards for sustainability - High standards for transparency - Free of harsh chemicals - No Way List - Strict ingredient transparency # Call to action Shop Grove # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is enthusiastic about the brand and its products. # Storyline - 00:00–00:01 A woman stands in her kitchen holding a Grove Collaborative box. - 00:00–00:04 The woman states that Grove isn't just about convenience, but about ensuring only trusted brands make it to your home. - 00:01–00:03 The ad transitions to a shot of various products from brands like Honest and Molly's Suds. - 00:03–00:04 The ad transitions to a shot of Grove Co. dish soaps. - 00:04–00:07 The ad transitions to a shot of a box full of Grove Co. products. - 00:05–00:10 The woman states that Grove only carries products that meet the highest standards for safety, sustainability, and transparency. - 00:07–00:10 The ad transitions to a shot of a woman using a Grove Co. cleaning product to clean her stove. - 00:10–00:12 The ad transitions to a shot of a woman using a Grove Co. cleaning product to clean her refrigerator. - 00:11–00:15 The woman states that every cleaning product they carry is free of harsh chemicals and doesn't compromise performance. - 00:12–00:14 The ad transitions to a shot of a woman putting Grove Co. laundry detergent into her washing machine. - 00:14–00:15 The ad transitions to a shot of a woman taking clothes out of her dryer. - 00:15–00:21 The ad transitions to a shot of the Grove Co. website, highlighting their 'No Way List' and strict ingredient transparency. - 00:15–00:22 The woman states that with their 'No Way List' and strict ingredient transparency, you can know exactly what's in the products you buy and what isn't. - 00:18–00:21 The ad transitions to a shot of various Grove Co. products under a sink. - 00:21–00:25 The ad transitions to a shot of various Grove Co. products on a shelf. - 00:22–00:26 The woman states that life's busy enough without having to worry about what's in your products. - 00:26–00:29 The ad transitions to a screen with the Grove Collaborative logo and the text 'Exclusive offer with first order'.

# Ad summary This ad uses a screenshot of a phone's note app to communicate why the poster switched from Amazon to Grove. The note lists benefits and features such as no more sketchy dupes or counterfeit products, strict ingredient standards, plastic neutral orders, and up to 6% back in rewards as a VIP. A promo code is offered for 20% off orders $75+. # Brand positioning Grove Collaborative is positioned as a trustworthy alternative to mass retailers like Amazon, offering consumers the peace of mind that they are receiving authentic products that meet strict ingredient standards. The brand is portrayed as eco-conscious, with an emphasis on plastic-neutral orders, and rewarding, offering VIP perks like cashback. Grove appeals to customers seeking quality, transparency, and environmental responsibility in their purchases, pushing against the lack of quality control often associated with larger online marketplaces. # Product Grove Collaborative is featured as a source for products that meet strict ingredient standards (no parabens, phthalates, formaldehyde). It offers plastic neutral orders and rewards VIP members with up to 6% back. The ad addresses the concerns of customers who are wary of sketchy dupes or counterfeit products often found on larger online marketplaces like Amazon. To incentivize switching to Grove, the ad offers a promotional code, WELCOME, for 20% off orders of $75 or more. # Visual style The ad utilizes a platform-native style, mimicking the appearance of a note taken on an iPhone to appear as organic, user-generated content. The layout is simple and direct, resembling a list of bullet points in a note app. The color palette is limited to a black background with yellow text, enhancing the impression of a standard notes app interface. This visual approach aims to increase scannability and credibility by blending seamlessly with the user's typical mobile interface. # Hooks Headline: Why I switched from Amazon to Grove 🥰 # Funnel stage Middle of funnel (Consideration) # Pain points The main pain point addressed is the concern about receiving sketchy dupes or counterfeit products when shopping on large online marketplaces like Amazon. The red X preceding this point visually emphasizes this concern. # Value propositions - Strict ingredient standards provides the value of peace of mind about product safety and quality - Plastic neutral orders provides the value of environmental responsibility - Up to 6% back in rewards as a VIP provides the value of financial savings and premium benefits # Benefits - no more sketchy dupes or counterfeit products # Features - strict ingredient standards (no parabens, phthalates, formaldehyde) - plastic neutral orders - up to 6% back in rewards as a VIP # Call to action Make the switch to Grove today # Point of view - Customer: The customer's point of view is expressed through the note format, sharing personal reasons for switching from Amazon to Grove. # Storyline - The screenshot of a note app starts with a bold statement: "Why I switched from Amazon to Grove." This is designed to immediately grab attention and position the ad as a personal testimonial. The story is being told from the perspective of someone who has made the switch and is sharing their reasoning. - The note then lists the reasons for the switch using check marks and X marks: no more sketchy dupes, strict ingredient standards, plastic neutral orders, and cash back incentives. These points are presented as key benefits, and highlight Grove's advantages over Amazon. This section is presented from the user’s point of view, showing why they made the switch. - The note concludes with a call to action: "Make the switch to Grove today" followed by a promotional code for 20% off. This provides an incentive for viewers to try Grove and complete the switch. This part is coming from the brand.

# Ad summary This ad features a pilates instructor who has committed to the non-toxic lifestyle. In the ad, she unpacks a box of non-toxic items from Grove Collaborative while providing information regarding the products that she has received. # Brand positioning Grove Collaborative is presented as a brand that offers non-toxic household and personal care products. The brand's focus is on providing healthier alternatives to traditional products, aiming to occupy a space in the consumer's mind as an eco-conscious and health-focused provider. The brand aligns with values of health, wellness, and environmental responsibility. Grove Collaborative offers products that are considered safer and healthier for both the consumer and the planet, positioning itself as a choice for those looking to reduce exposure to harmful chemicals in their daily lives. The brand strives to be both functional and emotional by offering high-performing non-toxic items. # Product The ad features a range of non-toxic household and personal care products from Grove Collaborative and other brands. These include a bamboo cutting board from Grove Collaborative as an alternative to a plastic cutting board. The ad highlights household cleaners with bio-based ingredients in recyclable bottles from Grove Collaborative and Seventh Generation. Laundry products such as Molly's Suds baby laundry powder and wool dryer balls are offered as alternatives to dryer sheets for those with sensitive skin or eczema. The instructor also stocks up on essentials, like Genexa cough syrup for kids, Hello toothpaste, Welly first aid kits, Cora tampons, and The Good Patch cycle patches. She also stocks up on Billie razors and Dr. Bronner's organic shaving soap. The ad tells the viewer that these products are non-toxic and environmentally friendly, providing safe, healthier alternatives for everyday use. # Visual style The ad has a polished, clean aesthetic, presented with natural lighting. The editing style uses quick cuts and static shots, creating a hybrid feel between a polished commercial and UGC content. The production quality is high, which supports the intended tone. The pacing is consistent throughout the ad. The cuts and text are timed to sync with the voiceover. # Hooks Spoken: Hi, I'm a Pilates instructor trying to live as healthy as possible, so today we're making some non-toxic swaps in my house. Text overlay: let's make some / NON-TOX / swaps Visual: 00:00–00:03: The pilates instructor is standing in her kitchen holding a Grove Collaborative box. She is wearing a maroon top, blue jeans, and glasses. She has her hair pulled back. The box has the words, "This home ❤️s the planet" on it. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The pain point being addressed in this ad is the concern about using products with harmful chemicals. The pilates instructor states that they are trying to live as healthy as possible. # Value propositions - Non-toxic alternative to everyday products - Products are safe and healthier for the consumer and the planet - Easy to use and accessible - Wide range of products available # Benefits - Non-toxic - Environmentally friendly - Safer - Healthier # Features - Bio-based ingredients - Recyclable bottles # Call to action Let me know down in the comments. # Social proof - "I'm a Pilates instructor trying to live as healthy as possible" – Female 1 (Pilates Instructor) - "We love Molly's Suds and dryer balls instead of dryer sheets for our toddler with eczema." – Female 1 (Pilates Instructor) - "Everything else that I got from Grove was a restock of stuff that I already love, that I didn't even know was non-toxic." – Female 1 (Pilates Instructor) # Point of view - Customer 100% – The whole video is from the perspective of a pilates instructor who has committed to the non-toxic lifestyle. # Storyline - 00:00–00:07 The pilates instructor introduces herself and states that she is trying to live as healthy as possible and will be making non-toxic swaps in her house. The intention is to present the instructor as a relatable figure and to introduce the idea of swapping out everyday products for healthier alternatives. - 00:07–00:09 The instructor is swapping toxic household essentials for the good stuff. The intention is to emphasize that Grove Collaborative products are a positive change from what people may typically use. - 00:09–00:15 The pilates instructor starts by swapping her plastic cutting board for a bamboo cutting board from Grove Collaborative. The intention is to provide a visual comparison between a product that the instructor deems as toxic and a replacement product she loves. - 00:15–00:23 The pilates instructor is replacing her household cleaners with products from Grove and Seventh Generation that contain bio-based ingredients in recyclable bottles. The intention is to show that you can make a positive environmental impact through purchasing these products. - 00:23–00:27 The instructor highlights a restock of Molly's Suds and dryer balls instead of dryer sheets, especially for her toddler with eczema. The intention is to highlight specific use cases and product applications to appeal to a wide range of viewers. - 00:27–00:34 The instructor notes that everything else she ordered from Grove was a restock. She says she already loves those products and didn't even know they were non-toxic. The intention is to showcase the instructor's love for the products and demonstrate how easy they are to use. - 00:34–00:41 The instructor states that she is fully committed to the non-toxic lifestyle and asks what some of her viewers' favorite brands are. The intention is to drive engagement in the comments section.

# Ad summary This ad promotes Grove Collaborative's wellness essentials for cold and flu season. It features a flat lay of various products like honey, lozenges, and supplements, alongside lollipops, suggesting a holistic approach to wellness. The ad aims to encourage viewers to shop for vetted wellness essentials from Grove Collaborative. # Brand positioning Grove Collaborative is presented as a purveyor of vetted wellness essentials, positioning itself as a reliable source for health-related products. The brand aligns with a lifestyle focused on proactive health management, particularly in preparation for cold and flu season. By offering a curated selection of products, Grove Collaborative aims to simplify the consumer's search for effective wellness solutions, suggesting a commitment to quality and safety. The brand's positioning is both functional, providing effective products, and emotional, offering peace of mind through vetted options. # Product The ad features a range of wellness products aimed at preventing and alleviating cold and flu symptoms. These include: Beekeeper's Naturals Propolis Soothing Lollipops, presented as a tasty way to soothe a sore throat; Manuka Health Manuka Honey, highlighted for its health benefits; Beekeeper's Naturals Sinus Support capsules, designed to support sinus health; and Complete Health capsules, likely for overall immune support. The products are presented together to suggest a comprehensive approach to wellness, addressing various aspects of cold and flu prevention and relief. The ad emphasizes that these are "vetted wellness essentials," implying a level of quality and reliability that sets them apart. # Visual style The ad features a clean, flat lay composition with a bright, pastel color palette. The production quality is high, with well-lit products and a minimalist background. The visual style is modern and approachable, designed to appeal to health-conscious consumers. The typography is clean and legible, and the overall aesthetic is consistent with contemporary wellness branding. # Hooks Headline: Get Ahead of Cold & Flu Season # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common concern of catching a cold or the flu during seasonal changes. The phrase "Get Ahead of Cold & Flu Season" directly signals this frustration. # Value propositions - Shop vetted wellness essentials # Benefits - Wellness essentials # Features - Propolis Soothing Lollipops - Manuka Honey - Sinus Support - Complete Health # Call to action Shop vetted wellness essentials # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its logo, products, and call to action to promote its wellness essentials. # Storyline - The ad opens with the Grove Collaborative logo and the phrase "Get Ahead of Cold & Flu Season," immediately setting the context and intention of the ad. This is told from the brand's perspective, aiming to capture the viewer's attention by addressing a common seasonal concern. - The ad then showcases a flat lay of various wellness products, including lollipops, honey, and supplements, visually presenting the range of solutions offered by Grove Collaborative. This is shown from the brand's perspective, highlighting the variety and quality of their products. - The ad concludes with a call to action, "Shop vetted wellness essentials," encouraging viewers to explore and purchase the featured products. This is told from the brand's perspective, driving the viewer towards conversion.

# Ad summary This ad for Mrs. Meyer's Clean Day spring scents, available at Grove Collaborative, features a woman placing bottles of soap and cleaning supplies into a drawer to organize them. # Brand positioning Mrs. Meyer's Clean Day presents itself as a brand offering household cleaning and personal care products with plant-derived ingredients and garden-inspired scents. The brand emphasizes a functional approach by providing effective cleaning solutions while also appealing to consumers' desire for pleasant, natural fragrances. The brand collaborates with Grove Collaborative to increase distribution and potentially tap into Grove's customer base focused on sustainability and natural products. Mrs. Meyer's aims to occupy a space in the consumer's mind as a provider of effective and aromatherapeutic cleaning products. # Product The ad showcases a range of Mrs. Meyer's Clean Day products, specifically highlighting its spring-themed scents available at Grove Collaborative. Featured products include multi-surface cleaner, room freshener, hand soap, and dish soap in scents like Rose, Lilac, Dewdrop, and Mint. The multi-surface cleaner and room freshener are packaged in spray bottles, while the hand and dish soaps come in pump bottles. Additional products such as cleaning brushes, sponges, and microfiber cloths are also displayed as part of the collection. The products aim to deliver effective cleaning performance with pleasing, garden-inspired fragrances. # Visual style The ad has a clean, bright, and organized aesthetic. The camera is static, and the shots are close-up to focus on the products. The editing is minimal, with smooth transitions between each placement of the items. # Hooks Text overlay: 🌸 MRS MEYERS / SPRING SCENTS ARE HERE Visual: 00:00–00:02: A hand places a bottle of Mrs. Meyer's Mint Multi-Surface Everyday Cleaner into a partially open light-colored wooden drawer. Next to it, the hand places a bottle of Mrs. Meyer's Dewdrop Room Freshener. A text overlay reads, "MRS MEYERS SPRING SCENTS ARE HERE" with a flower emoji. The Grove Collaborative logo appears in the corner of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad subtly implies that customers might feel disorganized or crave a fresh start during the spring season. The visual of a drawer being filled with cleaning products addresses the desire for a clean and orderly home. # Value propositions - The ad uses the allure of spring scents to entice the customer to order. The collaboration with Grove offers a convenient way to have the order delivered. - The 'exclusive offer with first order' provides incentive to purchase and test out the product. # Benefits - Garden-inspired scents - Exclusive offer with first order # Features - Spring scents - Multi-surface cleaner - Room freshener - Hand soap - Dish soap # Call to action Shop Grove # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing its products and promotional offer. # Storyline - 00:00–00:17 The ad begins with a hand placing various Mrs. Meyer's Clean Day products into a drawer. - 00:00–00:17 The brand is communicating abundance, variety, and organization through the visual of many products being neatly arranged. The audience sees the products from a top-down, objective perspective as they are placed by an anonymous hand. The tone is calm and orderly. - 00:18–00:20 The drawer is closed. - 00:18–00:20 This provides a sense of completion and showcases the neatness achieved. The action is from an objective, third-person perspective and has a simple, satisfying tone. - 00:20–00:22 The ad ends with the Grove Collaborative logo and a text overlay promoting an exclusive offer. - 00:20–00:22 This transitions the focus to the brand partnership and promotional incentive, driving potential customers to Shop Grove. The shift in perspective moves to a focus on the brand and its offer and takes on a promotional tone.

# Ad summary This ad encourages viewers to upgrade their supplements with cleaner ingredients by using Grove Collaborative, which vets products against strict ingredient standards with over 3,000 banned ingredients. # Brand positioning Grove Collaborative is presented as a purveyor of products that are vetted against strict ingredient standards, boasting over 3,000 banned ingredients. This positions the brand as a trustworthy source for cleaner, higher-quality options in a market often filled with questionable ingredients. The brand emphasizes the importance of safer formulations, seeking to alleviate concerns about harmful additives. By focusing on rigorous vetting and cleaner ingredients, Grove Collaborative aligns with a lifestyle of health-conscious consumers who prioritize safety and transparency in their purchasing decisions. # Product The ad spotlights a variety of supplements available through Grove Collaborative. These include products like Symbiotika Golden Mind, Smarty Pants Men's Multi & Omegas, Smarty Pants Kids Fiber, Mary Ruth's Iodine and Methyl B12 organic liquid drops and spray, New Chapter Perfect Postnatal Multivitamin, Hilma supplements, and Nature's Way Organic MCT Oil. Each product is selected to represent the breadth of options available, and to highlight the availability of specific health needs. The ad emphasizes that Grove Collaborative vets their products against strict ingredient standards with over 3,000 banned ingredients, suggesting that these products offer superior quality and safety compared to alternatives. The products are intended for daily use and cater to a range of health concerns, from cognitive function to overall wellness, positioning Grove Collaborative as a one-stop-shop for those seeking to upgrade their supplement routine with cleaner and safer options. # Visual style The ad features a clean, bright aesthetic with a focus on product visibility and clarity. The image is likely a studio shot, showcasing a shelf stocked with various supplement products. The layout is organized with well-lit products against a neutral white background to maximize focus on the displayed items. Speech bubbles are overlaid to present text, creating a platform-native look reminiscent of user-generated content. This approach balances professional presentation with a relatable, in-feed feel. The ad is designed to be highly scannable, with clear typography and color-coded text bubbles, making it easy to digest key information at a glance. # Hooks Headline: What's the easiest way to upgrade my supplement routine? 🧐 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty and concern about the quality and safety of ingredients in supplements. This is signaled by the opening question, "What's the easiest way to upgrade my supplement routine?" indicating a desire to improve one's supplement intake and a frustration with the current options. # Value propositions - An easy place to find them is at Grove. # Benefits - Upgrade your supplement routine # Features - Products with cleaner ingredients - Vetted products against strict ingredient standards - Over 3,000 banned ingredients # Call to action None used. # Point of view - Customer: The "Ask me anything" question represents the customer's initial desire for a better supplement routine. - Brand: The statements about upgrading to products with cleaner ingredients and the vetting process by Grove Collaborative is from the brand's POV. - Brand: The green check emoji emphasizes the Grove Collaborative strict ingredient standards. # Storyline - The ad opens with a user question about the easiest way to upgrade their supplement routine. This is designed to immediately engage viewers who are interested in improving their health regimen, framing the ad as a helpful resource to answer their questions from the perspective of a potential customer. - The narrative transitions to the brand, Grove Collaborative, offering a solution: start by upgrading to products with cleaner ingredients. This underscores the brand's focus on quality and safety, positioning them as a provider of better alternatives. - The ad reinforces the brand’s value proposition, mentioning that Grove Collaborative is an easy place to find vetted products that meet strict ingredient standards with over 3,000 banned ingredients. This builds trust and credibility by highlighting the rigorous vetting process the brand employs, ensuring viewers that the products are safe and of high quality, presented from the brand's point of view.

# Ad summary This ad addresses concerns of purchasing supplements with dangerous and unverified ingredients by featuring a woman who states that she only purchases vitamins and supplements from Grove Collaborative. She indicates that every brand Grove carries is vetted against strict safety standards with ingredient transparency, ensuring no knockoffs, mystery pills, just clean, trusted supplements. # Brand positioning Grove Collaborative is presented as a reputable online retailer specializing in vitamins and supplements. The brand is positioned as a trustworthy source for consumers seeking transparency and safety in their wellness products, implying that not all retailers can guarantee the same level of quality and integrity. Grove Collaborative sets itself apart by adhering to strict safety standards and providing full ingredient transparency for all its products. This functional positioning aims to provide consumers with peace of mind when purchasing vitamins and supplements, ensuring they receive clean and trusted products that genuinely work. # Product The ad showcases a range of vitamins and supplements available from Grove Collaborative, including options for adults and children. These products come in various forms, such as gummies, liquids, and powders, addressing different consumer preferences and needs. The featured products are described as having strict safety standards and full ingredient transparency, addressing concerns about counterfeit or unsafe supplements. The ad highlights the absence of knockoffs and mystery pills, ensuring that consumers receive clean, trusted supplements that are safe and effective. By emphasizing these qualities, the ad encourages viewers to choose Grove Collaborative for their vitamin and supplement needs, promoting a sense of security and confidence in their purchasing decisions. # Visual style The ad has a natural, polished aesthetic, combining UGC-style content with higher production elements. The editing style includes quick cuts that keep a consistent rhythm, which sync to the music. The creator segments have a more organic feel, while product displays are clearly lit. # Hooks Spoken: 00:00–00:03 Did you know some big retailers are selling fake wellness products? Text overlay: 00:00–00:01 SOME BIG RETAILERS / 00:01–00:03 WELLNESS PRODUCTS? Visual: 00:00–00:03 The screen displays an article titled “Walmart shoppers claim they received counterfeits after change to vetting process”. The camera angle is close-up on a woman with brown hair who is centered in the frame, speaking. She is wearing a gray sweatshirt and has a neutral expression on her face. There is a black iPhone behind her displaying the Walmart logo. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the worry that shoppers may be purchasing dangerous counterfeit supplements with misspellings on the packaging and potentially unknown ingredients. This is stated with the line, “Now, shoppers have been receiving counterfeit supplements with misspellings on the packaging, and who knows what inside.” # Value propositions - Strict Safety Standards: Ensures that every product is safe and reliable. - Full Ingredient Transparency: Allows customers to know exactly what they're consuming. # Benefits - That means no knockoffs - No mystery pills - Just clean trusted supplements that actually work # Features - Every single brand they carry is vetted against strict safety standards - Full ingredient transparency # Call to action Shop with peace of mind at Grove. # Point of view - Customer 100% – The ad is told from the perspective of a customer who is endorsing the product. # Storyline - 00:00–00:03 The ad starts with a question about big retailers selling fake wellness products. - 00:03–00:19 A woman explains that Walmart has restructured its online marketplace and opened the door for unverified third-party sellers, resulting in counterfeit supplements with misspellings and other questionable ingredients. This moment serves as the 'problem' the product will solve. - 00:19–00:22 In response to the issue of retailers selling potentially dangerous wellness products, the woman explains that she chooses to get her vitamins and supplements from Grove. - 00:22–00:28 The woman explains that every brand they carry is vetted against strict safety standards with full ingredient transparency. - 00:28–00:34 The woman assures the viewer that there will be no knockoffs, no mystery pills, just clean trusted supplements. - 00:34–00:37 The woman tells the viewer to skip the guesswork and shop with peace of mind at Grove. - 00:37–00:40 The screen displays the Grove Collaborative logo and tagline with an exclusive offer with first order.

# Ad summary This ad promotes Lovebug Probiotics' "Here's the Skinny" Daily Probiotic supplement, emphasizing its ability to ease digestion with confidence. The ad features a hand holding a bottle of the product, with a background suggesting a healthy lifestyle. # Brand positioning Grove Collaborative is presented as a brand focused on health and wellness, specifically in the realm of digestive health. The brand aims to occupy a space in the consumer's mind as a provider of solutions that promote confidence in digestive health. The tone is reassuring and supportive, aligning with a lifestyle that prioritizes well-being. The brand positioning is functional, emphasizing the practical benefits of its products in supporting digestive health. # Product The featured product is Lovebug Probiotics' "Here's the Skinny" Daily Probiotic, a dietary supplement designed to support immune and digestive health. It is presented as a daily probiotic containing 10 billion CFUs and added prebiotic. The product comes in a dark blue bottle with a black cap, containing 30 capsules. The ad addresses the purchase barrier of skepticism by highlighting the product's specific benefits and ingredients, aiming to convince viewers of its effectiveness in promoting digestive health. # Visual style The ad has a clean, natural aesthetic with a focus on the product. The production quality appears to be a mix of studio-shot and UGC, with a focus on showcasing the product in a real-life setting. The image treatment includes background blur and color grading to enhance the product's visibility. The typography is large and bold, making it easy to read. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Ease Digestion with Confidence. Probiotic Support You Can Feel. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of digestive discomfort and lack of confidence in digestive health. "Ease Digestion with Confidence." # Value propositions - Ease Digestion with Confidence by using a daily probiotic with 10 Billion CFU and added prebiotic. # Benefits - Ease Digestion with Confidence - Probiotic Support You Can Feel # Features - 10 Billion CFU - Added Prebiotic - Supports immune + digestive health - Daily Probiotic # Call to action Shop Now # Social proof - None used. # Point of view - Brand: The brand is presented at the top of the image in a teal banner, introducing the product and its benefits. - Product: The product is the central visual element, showcasing its features and benefits through its packaging and labeling. - External source: The disclaimer at the bottom of the image provides a regulatory perspective, ensuring transparency and managing expectations. # Storyline - The ad begins by highlighting the brand, Grove, and its promise to "Ease Digestion with Confidence" and provide "Probiotic Support You Can Feel." This is told from the brand's perspective, setting the stage for the product being advertised and its intended benefits. - The ad then showcases the Lovebug Probiotics product, "Here's the Skinny" Daily Probiotic, emphasizing its key features such as supporting immune and digestive health, containing 10 billion CFUs, and added prebiotic. This part of the story is told from the product's perspective, aiming to inform the audience about its specific benefits and ingredients. - The ad concludes with a disclaimer stating that the products and statements have not been evaluated by the FDA and are not intended to diagnose, treat, cure, or prevent any disease. This is told from an external source (regulatory compliance), ensuring transparency and managing expectations.

# Ad summary This ad promotes Grove's selection of wellness essentials for cold and flu season. It features a variety of products, including elderberry supplements, throat spray, lozenges, and ColdCalm tablets, all arranged on a light green background. # Brand positioning Grove is presented as a provider of vetted wellness essentials, particularly for navigating cold and flu season. The brand aims to occupy a space in the consumer's mind as a reliable source for health and wellness products. The brand aligns with values of health, preparedness, and curated selection. By offering a range of products from supplements to remedies, Grove positions itself as a one-stop-shop for seasonal wellness needs. The brand positioning is both functional, providing solutions for specific ailments, and emotional, offering peace of mind and preparedness during cold and flu season. # Product The ad features a variety of wellness products designed to help consumers get ahead of cold and flu season. These include: New Chapter Elderberry Force, a dietary supplement in capsule form; Beekeepers Naturals Propolis Soothing Lozenges, made with honey, vitamin D, and zinc; Boiron ColdCalm Meltaway Tablets for cold relief, targeting symptoms like sneezing, runny nose, and minor sore throat; and a throat spray for sore throats. The products are presented as essential tools for combating cold and flu symptoms, with a focus on natural ingredients and effective relief. The ad addresses the purchase barrier of uncertainty by highlighting that the products are "vetted wellness essentials." # Visual style The ad features a clean, well-lit studio shot with a flatlay arrangement of products. The color palette is bright and inviting, with a light green background and pops of color from the product packaging. The overall aesthetic is modern and approachable, designed to appeal to health-conscious consumers. # Hooks Headline: Get Ahead of Cold & Flu Season # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration of experiencing cold and flu symptoms, such as sneezing, runny nose, and sore throat. The ad copy "Get Ahead of Cold & Flu Season" directly signals this frustration. # Value propositions - Vetted wellness essentials to help you get ahead of cold and flu season # Benefits - Cold relief - Soothes sore throat - Helps with sneezing and runny nose # Features - Elderberry supplement - Throat spray - Propolis Soothing Lozenges - ColdCalm Meltaway Tablets # Call to action Shop vetted wellness essentials # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and encouraging viewers to shop for wellness essentials. # Storyline - The ad opens with the Grove logo and the message "Get Ahead of Cold & Flu Season," immediately setting the context and purpose of the ad. This is told from the brand's perspective, aiming to capture the viewer's attention by addressing a common seasonal concern. - The ad then showcases a variety of wellness products, including elderberry supplements, throat spray, lozenges, and ColdCalm tablets. This is presented from the brand's perspective, highlighting the range of solutions available to combat cold and flu symptoms. - The ad includes the message "Shop vetted wellness essentials" in a pink banner, encouraging viewers to explore and purchase the featured products. This is told from the brand's perspective, driving the viewer towards conversion by emphasizing the quality and reliability of the products.

# Ad summary This ad promotes Grove Collaborative as a brand that provides better-for-you home essentials. It showcases several of Grove's products and emphasizes the company's commitment to excluding harmful ingredients. # Brand positioning Grove Collaborative is positioned as a purveyor of "better-for-you home essentials" that are mindfully created and safe for the entire family. By highlighting their commitment to banning over 3,000 ingredients, the brand emphasizes safety, health, and wellness. This positioning sets them apart from conventional household product brands, appealing to consumers who are increasingly conscious of the ingredients in their household products and their impact on the environment and their families' health. The focus on 'home essentials' also suggests a blend of functionality with conscious consumerism. # Product The ad presents an assortment of Grove Collaborative's home and personal care products. These include a jar of supplements labeled "8 Greens", two bottles of eye cream in cardboard applicators, a jar of what appears to be body scrub or lotion, a jar of scented wax melts, and a pouch of toilet bowl cleaner packs. Each product is part of Grove’s range of "better-for-you home essentials," formulated without 3,000+ banned ingredients. The products emphasize Grove Collaborative's dedication to providing safe and eco-conscious alternatives for everyday needs, indicating their value proposition as a brand focused on consumer and environmental well-being. # Visual style The ad presents a clean, lifestyle-focused aesthetic with a dark blue background. The production quality appears to be polished but approachable, blending studio-style product shots with a light lifestyle vibe. The products are arranged in a flatlay style, showcasing them as part of a considered home collection. # Hooks Headline: Better-for-you home essentials # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that there is guesswork involved when shopping for home essentials, implying that there are ingredients that you should be aware of. This suggests the hassle of ingredient research and vetting products can be time-consuming. # Value propositions - Better-for-you home essentials # Benefits - Grove takes the guesswork out of shopping for you and your family # Features - 3,000+ banned ingredients # Call to action None used. # Social proof - Here's what everyone's been loving 💚 # Point of view - Brand: Top caption, main text, logo — introducing their value proposition of better-for-you home essentials and highlighting their commitment to removing harmful ingredients. - Customer: The “here’s what everyone’s been loving” line presents a curated selection of favorites, framing the product showcase as a recommendation from a community of users. # Storyline - The ad opens with a display of gold star ratings, followed by a text overlay highlighting "Better-for-you home essentials". This creates a sense of quality and trust, quickly communicating the value proposition of healthier home products from the brand's perspective. - The ad copy emphasizes the brand banning over 3,000 ingredients to show the value of the Grove products. The viewer is experiencing the benefit of Grove's time and effort to find and provide better-for-you ingredients. - The copy transitions into a statement: "Here's what everyone's been loving", with a small green heart emoji, framing the product showcase as a curated selection of popular favorites. This encourages the viewer to trust the products due to popularity. - The brand logo is centered at the bottom of the ad, tying all elements back to the company and reinforcing brand recognition. To the right of the logo is an arrow pointing to a cleaner pack, emphasizing the cleaning supplies as an important product category.

# Ad summary The ad promotes the top five best-selling clean wellness products at Grove Collaborative. A woman briefly reviews five products from different wellness brands, stating a health benefit for each. # Brand positioning Grove Collaborative is presented as a marketplace for carefully vetted "clean wellness products," in contrast to mass-market brands that may contain harmful ingredients. The ad showcases a variety of wellness brands, emphasizing that Grove promotes products tailored to health-conscious individuals seeking cleaner alternatives for sleep, immunity, and fitness. The brand takes on a functional and curated positioning by presenting itself as a reliable source for premium wellness solutions. # Product The ad promotes five wellness products available at Grove Collaborative: (1) 8Greens Super Greens Gummies, which provide the nutrients equivalent to 8 cups of spinach, 7 stalks of celery, 2 cups of broccoli, and 10 stalks of asparagus in just two gummies. (2) The Good Patch Dream Patch, containing 10 mg of melatonin to improve sleep. (3) Thorne Creatine, which supports lean muscle mass, energy production, injury prevention, and cognitive function. (4) Beekeeper's Naturals Propolis Immune Support Throat Spray, which improves immunity and treats allergies with a few sprays a day. (5) Symbiotika Liposomal Sleep, taken before bed to enhance relaxation, stress relief, and promote restful and rejuvenating sleep. # Visual style The ad uses a UGC-style format with a clean and informative aesthetic. It alternates between static shots of the presenter and split-screen views featuring product pages from the Grove Collaborative website. The editing pace is moderate, with smooth transitions and synchronized text overlays. The production quality is polished, combining a casual, relatable feel with clear visuals and professional graphics. # Hooks Spoken: Female 1: Here are the top five best-selling clean wellness products at Grove. Text overlay: 00:00–00:03 / 00:02–00:03: at Grove Visual: 00:00–00:03: The presenter stands in front of a glass cabinet stocked with various wellness products. She is an Asian female with long brown hair, wearing a gray top. She smiles and gestures with her right hand while speaking directly to the camera. Overlaid text reads "Top 5 Best-Selling Clean Wellness Products at Grove." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the difficulty of incorporating all of your daily fruits and vegetables into your diet. # Value propositions - 8Greens gummies pack the same nutrients as several servings of spinach, celery, broccoli, and asparagus - The Good Patch offers sleep support with 10mg of melatonin - Thorne Creatine supports lean muscle, energy, injury prevention, and cognitive function - A spray of Beekeeper's propolis provides immune support and helps with allergies - Symbiotika liposomal sleep supports restful and rejuvenating sleep while enhancing relaxation # Benefits - The 8Greens Super Greens Gummies help get your daily servings of fruits and vegetables. - The Good Patch Dream Patch helps you sleep better. - Thorne Creatine helps with lean muscle mass, energy production, injury prevention, and cognitive function. - The Beekeeper's Naturals Propolis Immune Support Throat Spray improves immunity and treats allergies. - The Symbiotika Liposomal Sleep enhances relaxation and stress relief and promotes a restful and rejuvenating sleep. # Features - 8Greens Super Greens Gummies: Contains nutrients equivalent to 8 cups of spinach, 7 stalks of celery, 2 cups of broccoli, and 10 stalks of asparagus. - Good Patch Dream Patch: Has 10 milligrams of melatonin - Thorne Creatine: Supports lean muscle mass, energy production, injury prevention, and cognitive function - Beekeeper's Naturals Propolis Immune Support Throat Spray: Improves immunity and treats allergies. - Symbiotika Liposomal Sleep: Enhances relaxation and stress relief, promotes a restful and rejuvenating sleep. # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of a friendly customer highlighting her top product picks. # Storyline - 00:00–00:03 The female presenter introduces the top 5 best-selling wellness products at Grove Collaborative, setting the stage for a product showcase. - 00:03–00:14 She introduces the 8Greens Super Greens Gummies and states that just two gummies contain nutrients equivalent to 8 cups of spinach, 7 stalks of celery, 2 cups of broccoli, and 10 stalks of asparagus. - 00:14–00:21 She presents the Good Patch Dream Patch, mentioning that each patch has 10 milligrams of melatonin to help you sleep better. - 00:21–00:32 She introduces Thorne Creatine, noting that it supports lean muscle mass, energy production, injury prevention, and cognitive function, highlighting its comprehensive benefits. - 00:32–00:39 She presents Beekeeper's Naturals Propolis Immune Support Throat Spray, explaining that a few spritzes a day can improve your immunity and treat allergies. - 00:39–00:48 She introduces Symbiotika Liposomal Sleep, mentioning that taking a spoonful before bed enhances relaxation and stress relief, promoting a restful and rejuvenating sleep. - 00:48–00:53 The ad concludes with a call to upgrade your wellness routine with these fan favorites and more at Grove, along with an offer to save more as a Green Rewards VIP.

# Ad summary This ad showcases a variety of supplements from different brands, all available through Grove. The ad emphasizes the trustworthiness and filler-free nature of the supplements offered. # Brand positioning Grove is presented as a purveyor of trusted supplements, emphasizing the absence of unnecessary fillers in their products. The brand positions itself as a reliable source for health and wellness products, focusing on quality and transparency. By curating a selection of supplements from various brands, Grove aims to simplify the consumer's search for trustworthy options, suggesting a commitment to health-conscious choices and a rejection of products with questionable ingredients. # Product The ad features a variety of supplements from different brands, all available through Grove. These include probiotics, multivitamins, and greens supplements. Specific products include: Here's the Skinny Probiotic, Women's SBO Probiotic, Olly Women's Multi, Black Elderberry Extra Strength, Hum Gut Instinct, 8Greens, and Mary Ruth's Liquid Morning Multivitamin. The supplements are presented as trustworthy options without unnecessary fillers, addressing a common concern among health-conscious consumers. The variety of products suggests a comprehensive approach to wellness, catering to different needs and preferences. # Visual style The ad features a clean and organized visual style, resembling a real-life medicine cabinet. The production quality appears to be high, with clear product shots and balanced lighting. The beige block with text is layered over the image, creating a focal point for the brand's message. The overall aesthetic is simple and trustworthy, aligning with the brand's emphasis on quality and transparency. # Hooks Headline: Supplements You Can Trust. No Unnecessary Fillers. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern that many supplements contain unnecessary fillers, which can be a frustration for health-conscious consumers. "No Unnecessary Fillers." # Value propositions - Supplements you can trust because they have no unnecessary fillers. # Benefits - Trusted supplements - No unnecessary fillers # Features - Supplements # Call to action Shop Now # Social proof - None used. # Point of view - Brand: The beige block with the Grove logo and text presents the brand's message about trustworthiness and quality. - Customer: The view inside the medicine cabinet offers a relatable perspective, suggesting how these supplements can fit into a daily routine. # Storyline - The ad opens with a view inside a medicine cabinet, showcasing a variety of supplement bottles and containers. This establishes a familiar and relatable setting, suggesting that these products are part of an everyday wellness routine. - A beige block appears in the center of the frame with the Grove logo and the text "Supplements You Can Trust. No Unnecessary Fillers." This highlights the brand's commitment to quality and transparency, addressing a key concern for consumers. - A "Shop Now" button is displayed at the bottom of the beige block, prompting viewers to take immediate action and explore the available products. This encourages direct engagement and potential conversion.

# Ad summary This image ad for Grove Collaborative features a kitchen setting and highlights the variety of products they offer beyond just cleaning supplies, emphasizing the safety and vetting process of their products. # Brand positioning Grove Collaborative is presented as a brand that offers a wide range of household and personal care products, extending beyond just cleaning supplies. The brand positions itself as a curator of safe and vetted products, emphasizing trust and reliability. This suggests a focus on health-conscious consumers who prioritize safety and quality in their purchasing decisions. The brand aims to occupy a space in the consumer's mind as a provider of diverse, safe, and reliable products for various aspects of daily life, from skincare to baby products. # Product The ad promotes Grove Collaborative's diverse product range, which includes skincare, vitamins, kitchen supplies, and baby products. The ad emphasizes that Grove Collaborative vets every product to ensure safety, addressing a potential purchase barrier by assuring customers of the product's quality and safety. The products are presented as being suitable for various aspects of daily life, highlighting the brand's comprehensive approach to household and personal care needs. The ad aims to convey that Grove Collaborative is a reliable source for a wide array of safe and trustworthy products. # Visual style The ad has a clean and bright visual style, with a focus on natural lighting and a homey kitchen setting. The use of a speech bubble and bold text overlays gives it a platform-native feel, mimicking the style of user-generated content on social media. The overall aesthetic is approachable and inviting, suggesting a sense of trust and reliability. # Hooks Headline: Wait you sell more than just cleaning?? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential concern that Grove Collaborative only offers cleaning products, limiting its appeal to a broader audience. The question "Wait you sell more than just cleaning??" directly challenges this assumption. # Value propositions - Grove vets every product so you can trust what you're getting is safe # Benefits - You can trust what you're getting is safe # Features - Skincare - Vitamins - Kitchen - Baby products - Grove vets every product # Call to action SHOP NOW # Social proof - None used. # Point of view - Customer: The question "Wait you sell more than just cleaning??" is from the customer's point of view, expressing surprise and curiosity about the brand's offerings. - Brand: The statement "YES! Skincare, vitamins, kitchen, baby products, and SO much more! Grove vets every product so you can trust what you're getting is safe" is from the brand's point of view, highlighting the variety and safety of their products. - Brand: The "SHOP NOW" call to action is from the brand's point of view, encouraging the viewer to explore and purchase their products. # Storyline - The ad opens with a question in a speech bubble, "Wait you sell more than just cleaning??" This is intended to pique the viewer's curiosity and challenge any preconceived notions about Grove Collaborative's product offerings. The question is posed from the customer's perspective, expressing surprise and prompting them to reconsider the brand's scope. - The ad transitions to a statement in a teal block, "YES! Skincare, vitamins, kitchen, baby products, and SO much more! Grove vets every product so you can trust what you're getting is safe." This serves to answer the initial question and highlight the breadth of Grove Collaborative's product range. The statement is delivered from the brand's perspective, emphasizing the variety and safety of their offerings. - The ad concludes with a call to action in a white pill-shaped button, "SHOP NOW". This is intended to prompt the viewer to explore Grove Collaborative's products and make a purchase. The call to action is presented from the brand's perspective, encouraging immediate engagement and conversion.

# Ad summary The ad brings awareness to the issue of microplastics hiding in the home and suggests solutions for reducing exposure. # Brand positioning The brand is not explicitly mentioned or positioned within the ad. However, by addressing the issue of microplastics, the brand is implied to be an advocate for creating a cleaner and healthier home environment. # Product No product is explicitly shown in the ad. However, the ad implies the brand offers products to reduce microplastic exposure. # Visual style The visual style is clean and bright. The image quality looks professionally shot. # Hooks Headline: Microplastics are hiding in your home 👀 # Funnel stage Top of funnel (Awareness) # Pain points The ad brings up the problem of microplastics being hidden in the home. Visually, a clean kitchen is shown, implying the microplastics are hidden from plain sight. # Value propositions - Learn how to reduce exposure to microplastics in your home. # Benefits - Reduce exposure # Features - Reduce exposure to microplastics # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting a problem, and offering the viewer a solution. # Storyline - The ad opens with a statement about microplastics hiding in the home. The message is intended to create awareness about the presence of microplastics in the home. The story is being told from the brand's perspective, calling attention to a potential problem. - The ad includes a call to action to start reducing exposure. This is the brand's perspective offering the viewer a solution to the problem.

# Ad summary This ad promotes Grove Collaborative as a source for sustainable home and body products. A creator initially shows a generic body wash product in a store and declares they switched to Grove. She then shows a shipment from Grove that includes products for all areas of the home. Another creator appears and gives a testimonial about how Grove only carries products with strict standards. Various products are displayed, as well as screens of the Grove website. # Brand positioning Grove Collaborative is presented as a retailer of safe and sustainable products for the entire home. The brand occupies a space in the consumer's mind as a provider of curated products with strict standards of ingredient transparency and sustainability. They are positioned for the customer who values health and environmental impact, pushing against the status quo of potentially harmful chemicals found in mainstream cleaning and body products. The brand aligns with a lifestyle of mindful consumption and environmental awareness, positioning itself as a choice for those seeking to avoid microplastics and endocrine disruptors. The brand is positioning both functional and emotional, as they promise practical health and environmental benefits, while also aligning with the customer's values of ethical consumption. # Product Grove Collaborative is a retailer that offers a wide range of safe and sustainable products for the home and body. The ad highlights cleaning supplies, body care items, and household goods, all chosen for their commitment to ingredient transparency and sustainability. Grove products address the purchase barriers of harmful chemicals, microplastics, and environmental impact that exist with more mainstream products. Consumers are encouraged to try Grove Collaborative as a one-stop-shop where they can trust that everything they buy is healthier for themselves and the planet, making it easy to 'swap out everything' for a more sustainable lifestyle. The company is positioned for those seeking a way to avoid potential endocrine disruptors in body care, consume less microplastics, and breathe in cleaner air. # Visual style The ad uses a UGC-style format with natural lighting. The editing style is casual with quick cuts between shots. The production quality is a hybrid of UGC and polished commercial, which helps to build trust and credibility. The pacing is consistent, with approximately 15 cuts per minute. The visuals are mostly synced to the voiceover. # Hooks Spoken: 00:00–00:03 I stopped wasting time doing this and started doing this instead. Text overlay: 00:00–00:03 I STOPPED WASTING / 00:00–00:03 TIME DOING THIS / 00:01–00:03 AND STARTED DOING THIS INSTEAD Visual: 00:00–00:03 A woman with light skin, light brown hair in a ponytail, and wearing a blue and white gingham tank top is standing in the body wash aisle of a store. She holds a purple bottle of body wash and looks directly at the label. The shelves behind her are fully stocked with various brands of body wash and body lotion. The camera is stationary. # Funnel stage Consideration # Pain points The ad suggests that mainstream cleaning and body products often contain potentially harmful chemicals, microplastics, and cause negative environmental impact. 'I stopped wasting time doing this' – Female 1 (Customer) # Value propositions - Safe sustainable choices for every single room of my home - Strict standards of ingredient transparency and sustainability leads to a healthier home, less microplastics, cleaner air, and helping out the environment # Benefits - Consuming way less microplastics - Breathing in much cleaner air - Avoid potential endocrine disruptors in my body care - Helping out the environment # Features - Safe sustainable choices for every single room of my home - Strict standards of ingredient transparency and sustainability # Call to action None used. # Social proof - "I truly trust Grove because they only carry products with strict standards of ingredient transparency and sustainability" – Female 2 (Customer) - "I've been using Grove products every single day for almost two years now, and honestly I cannot see myself going back" – Female 2 (Customer) # Point of view - Customer 100% – The ad is presented through two customers of the brand, sharing their experience using the products. # Storyline - 00:00–00:03 00:00–00:03 A woman stands in a store aisle holding a generic bottle of body wash. She states that she stopped wasting time buying these types of products. - 00:03–00:11 00:03–00:11 The woman walks through her front door carrying a Grove Collaborative box. She opens the box on her kitchen island and pulls out various Grove products, stating that Grove sells safe, sustainable choices for every room of the home. - 00:11–00:17 00:11–00:17 The woman states she trusts Grove because they only carry products with strict standards of ingredient transparency and sustainability. She holds up a pan, a spray bottle, and supplements to further communicate the variety of products Grove carries. - 00:17–00:27 00:17–00:27 Quick shots of cabinet drawers and shelves that show various Grove products, implying the user has swapped out every product in their home for a sustainable option. She mentions she is consuming way less microplastics, breathing in much cleaner air, and avoiding potential endocrine disruptors in her body care. - 00:27–00:33 00:27–00:33 She says that she has been using Grove products every single day for almost two years now and cannot see herself going back, while the screen shows her scrolling through various products on the Grove Collaborative website.