How immi Advertises on Meta

# Ad summary This ad features the two founders of the company immi, who initially didn't get along due to their different working styles. After 200 failed ramen recipes, they eventually landed on their high-protein, high-fiber instant ramen. # Brand positioning Immi presents itself as a brand that's revolutionizing the instant ramen category. Positioning themselves as health-conscious, they emphasize high protein and fiber content, challenging the traditional perception of ramen as an unhealthy and unsatisfying meal. The brand highlights its founders' perseverance and dedication to creating a superior product, subtly pushing against the notion of instant food as a quick, easy, but often nutritionally lacking option. The tone of the brand is fun, but also relatable, and is targeting those who are seeking a healthy alternative. # Product Immi is a brand of instant ramen that boasts 28 grams of protein and 12 grams of fiber per serving. The ad highlights that their ramen aims to fuel your body, distinguishing it from traditional instant ramen options that are often perceived as unhealthy. The product is available in a variety pack. The ad emphasizes that, despite initial disagreements, the founders' dedication led to a ramen that is tasty and nutritious. # Visual style The ad has a clean and modern aesthetic with bright lighting and sharp visuals. The editing style includes quick cuts and smooth transitions. The production quality is polished, giving off a commercial vibe. The pacing is fast, maintaining the viewer's attention. The cuts and product actions are timed to the music. # Hooks Spoken: We used to hate each other. Text overlay: We used to hate each other. (with arrows pointing to each founder) Visual: 00:00–00:01: Two Asian men are sitting on a couch, laughing. The man on the left is wearing a white shirt and khaki pants. The man on the right is wearing a black t-shirt and black pants and holding a yellow packet. / 00:01–00:02: Medium shot of the same two Asian men, smiling. They are in front of a white kitchen. The man on the left is wearing a tan coat over a white shirt. The man on the right is wearing a black jacket over a black t-shirt and holding a yellow packet. # Funnel stage Consideration # Pain points Traditional instant ramen is often seen as unhealthy and lacking in nutritional value, making it an unsatisfying meal option. # Value propositions - High protein and fiber content offer a healthy alternative to traditional ramen, fueling the body instead of just providing empty calories. # Benefits - Ramen that actually fuels your body # Features - 28 grams of protein - 12 grams of fiber # Call to action SLURP IMMI NOW # Social proof - "A million customers later" implies a high level of customer satisfaction and product success, encouraging potential customers to try the product. # Point of view - Brand 90% – The brand voice is communicated through direct claims about the product and the story of the founders. - Customer 10% – The customer POV is communicated through a brief shot of a woman eating the ramen. # Storyline - 00:00–00:01 The ad opens with two people sitting next to each other, laughing. This sets a friendly and relaxed tone, which makes the viewer curious about their story. - 00:01–00:02 The tone shifts as the narrator states that they used to hate each other. This contrast creates intrigue and motivates the viewer to learn more about the founders. - 00:02–00:02 The ad cuts to a shot of the same two men. The overlay states "founders". This confirms their working relationship. This creates a link between personal conflict and professional collaboration, piquing curiosity about how they overcame their differences. - 00:02–00:04 The ad cuts to one of the founders talking while holding a laptop while others are sitting at the table. He states that they have different working styles. - 00:04–00:05 The ad cuts to multiple bowls of noodles. The overlay states "200 failed". This reinforces the magnitude of their dedication. - 00:05–00:06 The ad then cuts to a cup of noodles. The overlay states "between us". This highlights that they had to work together to get the product right. - 00:06–00:08 The ad cuts to a hand opening a yellow box of the immi variety pack. The narrator states that they figured it out along the way. This emphasizes the value of their creation. - 00:08–00:09 The ad cuts to a close-up of the immi packet, emphasizing its health benefits by calling out the high protein and fiber content. This positions the product as a healthy option. - 00:09–00:11 The ad shows noodles being put in a pot of boiling water and then a bowl of completed noodles. The narrator states that it actually fuels your body. This builds on the idea that this is a healthy alternative to ramen. - 00:11–00:13 The ad cuts back to the founders around the table. The narrator states that they still argue, but now about ratios. This reinforces the story they are telling and how far they have come. - 00:13–00:14 The ad shows a finished bowl of noodles with a fancy presentation. The narrator states that they now argue about whether this will ever work. This creates intrigue for the viewers to try the product themselves. - 00:14–00:16 The ad cuts to a woman eating the ramen. The narrator states that it is a million customers later. This demonstrates the success of their product. - 00:16–00:17 The ad cuts to the logo of immi. This leaves the viewer with a reminder of the brand being advertised.

# Ad summary This image ad promotes Immi Ramen as a delicious, keto, and diabetic-friendly alternative to traditional ramen. The ad features a bowl of ramen with chopsticks holding up the noodles, emphasizing the product's appeal and dietary benefits. # Brand positioning Immi Ramen positions itself as a modern, health-conscious alternative to traditional ramen. The brand emphasizes that its ramen is keto and diabetic-friendly, appealing to consumers who want to enjoy comfort food without compromising their dietary restrictions. The brand's positioning is both functional, by providing a healthier alternative, and emotional, by allowing consumers to indulge in a 'forbidden' pleasure without guilt. Immi Ramen addresses the norm of traditional ramen being unhealthy by creating a healthier version that caters to specific dietary needs. # Product Immi Ramen is a keto and diabetic-friendly alternative to traditional ramen, allowing consumers to indulge in the experience of ramen without the associated dietary concerns. The product is designed for individuals following ketogenic or diabetic diets, or those seeking a healthier noodle option. The ad emphasizes that Immi Ramen is so delicious it feels 'forbidden', indicating it is a satisfying and enjoyable alternative to traditional ramen. The product is served in a white bowl with other ingredients such as half a boiled egg, greens, and mushrooms in a broth. The focus of the ad is the product's ability to provide a guilt-free, tasty ramen experience for those with dietary restrictions. # Visual style The ad features a high-quality studio shot with a focus on appetizing food photography. The visual motif is clean and modern, with a focus on the central product. The image treatment includes lighting that highlights the texture and details of the ramen. The typography is bold and legible, with a sans-serif font used for the headline. The overall style is designed to be visually appealing and grab attention while communicating key product benefits. # Hooks Headline: IMMI RAMEN SO DELICIOUS IT FEELS FORBIDDEN # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of not being able to enjoy traditional ramen due to dietary restrictions such as keto or diabetes. The ad states, 'IMMI RAMEN SO DELICIOUS IT FEELS FORBIDDEN,' indicating that the target audience may feel they have to restrict themselves from eating certain foods like ramen. # Value propositions - Enjoy delicious ramen without compromising your dietary restrictions (keto and diabetic-friendly) # Benefits - Delicious ramen experience - Suitable for keto and diabetic diets # Features - Keto & Diabetic Friendly # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is expressed through the headline 'IMMI RAMEN SO DELICIOUS IT FEELS FORBIDDEN', which conveys the core message about the product's unique appeal. - Customer: The customer's POV is expressed through the visual depiction of the ramen being lifted by chopsticks from the bowl and the additional descriptor of 'Keto & Diabetic Friendly', highlighting the product's deliciousness and dietary benefits. # Storyline - The ad begins by declaring that Immi Ramen is 'so delicious it feels forbidden', capturing attention by highlighting the product's taste and its keto and diabetic-friendly qualities. The intention is to immediately pique the viewer's interest by presenting the ramen as a guilt-free indulgence. This is presented from the brand's perspective. - The ad visually showcases a bowl of Immi Ramen with noodles being lifted by chopsticks, offering an appealing view of the product. This is intended to reinforce the 'delicious' claim by presenting a visually appetizing image. This section is presented from the customer's perspective, focusing on the sensory appeal of the product.

# Ad summary This ad is for immi ramen, a better-for-you instant ramen with more protein and fiber than traditional ramen. The ad shows people eating the ramen and describes it as an accident from the kitchen. The ad features a few creators to show people eating the ramen. # Brand positioning Immi positions itself as a modern food brand that reinvents traditional instant ramen. The brand's tone is playful and quirky, presenting the product's origin as an "accident" born from a kitchen experiment. Immi disrupts the category norms of instant ramen with the promise of a healthier version packed with 28 grams of protein and 12 grams of fiber, targeting health-conscious consumers who seek convenience without sacrificing nutritional value. The brand's functional positioning centers around delivering a quick, tasty, and better-for-you meal option. The ad uses multiple creators to build the brand's image and promote it in multiple ways. # Product Immi is a plant-based instant ramen that offers a high protein and fiber alternative to traditional instant ramen. It is presented as an "accident" discovered while trying to make something else entirely. The product is said to contain 28 grams of protein and 12 grams of fiber. It comes in a yellow packet and is ready to eat in five minutes. The ad addresses the common purchase barriers of instant ramen by presenting a healthy and tasty alternative. # Visual style The ad's visual style is casual and features a mix of customer testimonials and product demonstrations. The editing style uses quick cuts to maintain a brisk pace, with each shot lasting only a few seconds. The overall production quality appears to be a hybrid of UGC and polished commercial, balancing authenticity with clear messaging. The pacing stays consistent throughout the ad, with cuts timed to the music's rhythm. # Hooks Spoken: 00:00–00:01 1 million people Text overlay: 00:00–00:01 1 million people Visual: 00:00–00:00 A person with long brown hair is indoors eating noodles out of a dark bowl. They are wearing a black tank top. The camera is close up, with the bowl in the foreground. / 00:00–00:01 A different person with long brown hair is indoors eating noodles out of a pink bowl. They are wearing a pink sweatshirt. The camera is close up, with the bowl in the foreground. # Funnel stage Consideration # Pain points The ad implies that many people enjoy eating ramen, but that it is not always the healthiest option. The pain point is wanting to eat instant ramen, but also wanting to maintain a healthy diet. # Value propositions - The product has 28 grams of protein, which is a lot for instant ramen. - The product has 12 grams of fiber, which is a lot for instant ramen. - The product tastes like ramen, according to the ad. # Benefits - Actually tastes like ramen - Ready in 5 minutes # Features - 28 grams of protein - 12 grams of fiber # Call to action SLURP IMMI NOW # Social proof - Rate It A 10/10 @immieats (comment) # Point of view - Customer 80% – The ad showcases multiple customers enjoying the ramen and highlighting its appeal. - Brand 20% – The brand presents the product and its key benefits directly to the audience. # Storyline - 00:00–00:01 The ad opens with a series of shots featuring various people eating ramen. - 00:01–00:06 The ad introduces the immi ramen product origin as an "accident." - 00:06–00:11 The ad displays a package of immi ramen and shares its nutrition statistics. - 00:11–00:14 The ad returns to displaying a series of people eating immi ramen. - 00:14–00:16 The ad ends with the immi logo and the tagline "Slurp immi now".

# Ad summary This ad showcases immi ramen, a high-protein, high-fiber, chewy ramen noodle. It highlights that scientists thought creating such a noodle was impossible, but immi ramen has created a new take on ramen that customers love. # Brand positioning Immi ramen is presented as a challenger brand that defies conventional wisdom in the instant ramen category. The brand promotes a balance of flavor and nutrition, positioning itself as a healthy alternative to traditional instant ramen without sacrificing the satisfying texture and taste. Immi embraces a playful tone by highlighting that it's delicious enough to slurp. # Product Immi ramen is a high-protein, high-fiber instant ramen noodle that aims to provide a healthier alternative to traditional instant ramen. The product is for those who want a nutritious and convenient meal option that doesn't compromise on taste or texture. Each serving contains 28 grams of protein and 12 grams of fiber. The ad addresses the perception that protein and fiber can't work together in ramen, suggesting that immi ramen has overcome this challenge. It shows the chewy, springy texture, emphasizing that it can be slurped. # Visual style The ad has a hybrid aesthetic that combines polished commercial elements with a UGC feel. It is edited with quick cuts, and interspersed with b-roll shots of food scientists, factory production, and customers. The pacing is fast, which supports an enthusiastic tone and keeps the audience engaged. # Hooks Spoken: 00:00–00:01 Food scientists told us it was impossible. Text overlay: 00:00–00:01 SCIENTISTS / 00:01–00:01 IMPOSSIBLE. Visual: 00:00–00:01 A medium shot shows a stack of ramen packages on a grey tile floor outside, with a beige wall in the background. A single metal pipe is also visible. A person wearing jeans and white sneakers steps onto the packages. # Funnel stage Consideration # Pain points The ad implies that the pain point is the difficulty of creating a healthy ramen option. It is implied that most ramen is not healthy. # Value propositions - High protein and fiber without sacrificing the texture - Nutritious and convenient meal option # Benefits - Chewy ramen - Springy ramen - The kind you want to slurp # Features - 28 grams of protein - 12 grams of fiber - Actual ramen texture # Call to action SLURP IMMI NOW # Social proof - “Scientists said no, and a million customers said yes.” # Point of view - Brand 100% – The entire ad uses the official voice of the brand to promote the product and its unique qualities. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a shot of ramen packages on the ground, with a foot stepping on them. The text overlay states, “SCIENTISTS,” followed by “IMPOSSIBLE,” and this conveys the idea that food scientists thought something about ramen was impossible. - 00:01–00:06 00:01–00:06 A montage shows a man adding broth to small containers, and another man trying different flavors of noodles, then the testing of a noodle by a machine, and the ad transitions to the manufacturing of noodles and the narrator states that scientists thought what they were trying to do could not be done. - 00:06–00:09 00:06–00:09 A hand holds a package of spicy red miso immi ramen, which then transitions to a hand holding a package of black garlic chicken immi ramen. The ad states that after 200 versions, the ramen contains 28 grams of protein and 12 grams of fiber. - 00:09–00:13 00:09–00:13 The ad shows what the prepared ramen looks like and a person eating it on a red sofa. The narrator claims the ramen is chewy, springy, and the kind you want to slurp. - 00:13–00:15 00:13–00:15 A man is shown trying the broth, and then the ad transitions to a woman eating the ramen. The narrator states scientists said no, but a million customers said yes, conveying that immi ramen is a product loved by many.

# Ad summary The image is for an ad promoting immi, a brand of healthy instant noodles. The ad features a timeline showing the evolution of instant noodles from 1958 to 2026, with immi positioning itself as the healthy and tasty future of instant noodles. The ad emphasizes the high protein content of the noodles. # Brand positioning immi is a brand focused on reinventing classic comfort foods to align with modern health and dietary preferences. The brand's positioning emphasizes health and taste; it offers a high-protein, better-for-you alternative to traditional instant noodles. By featuring a timeline, immi aims to highlight its innovative approach, contrasting its healthy version with the original instant noodles introduced in 1958. # Product The product featured is immi's line of high-protein instant noodles, presented as a modern and healthy twist on a classic craving. Each serving provides 28g of protein and is designed to be a tasty bowl of noodles. The ad displays three different flavors: Black Garlic “Chicken” Ramen, Tom Yum “Shrimp” Ramen, and Spicy “Beef” Ramen, each packaged in bright yellow bags. They are advertised to have low net carbs and are keto-friendly. # Visual style The ad has a clean and modern visual style with a bright yellow and black color scheme. The timeline design is simple and easy to understand. The product packaging is prominently displayed with an emphasis on food photography, while being highly produced and studio-shot. # Hooks Headline: A MODERN TAKE ON AN OLD CRAVING. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point that traditional instant noodles are not healthy. The tagline, "A MODERN TAKE ON AN OLD CRAVING," implies that the craving for instant noodles is still there but the original product is not ideal for health-conscious consumers. # Value propositions - Modern take on an old craving - immi Made It Healthy # Benefits - Tastiest bowl yet # Features - 28g protein # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present at the top of the image through the logo and tagline, establishing immi as a modern take on an old craving. - External source: The timeline showing the birth of instant noodles in 1958 represents an external, historical point of view. - Brand: The statements for the years 2021 and 2026 show how the brand made instant noodles healthy. # Storyline - The image begins by presenting the brand's logo and tagline, framing the brand as a modern take on an old craving; this is the brand's claim. - The ad presents a timeline that illustrates the evolution of instant noodles. It starts with 1958, marking the birth of instant noodles. This shows the history of the product that immi is trying to improve, told from an external viewpoint. - In 2021, immi enters the timeline, claiming to have made instant noodles healthy. This highlights the brand's entrance into the market, told from the brand's perspective. - The timeline projects to 2026, showing immi's noodles as having 28g of protein and being the tastiest bowl yet. This shows the brand's vision for the future of instant noodles, emphasizing health and taste, from the brand's perspective. - The ad showcases three different flavors of immi noodles, highlighting the different flavor options available to the consumer, from the customer's perspective.

# Ad summary The ad showcases immi instant ramen, highlighting its nutritional benefits, taste, and convenience. It emphasizes that the ramen is rich in protein and fiber, low in carbs and sugar, and ready in just five minutes. The ad uses customer testimonials and mentions retail locations to build trust and encourage viewers to try immi ramen. # Brand positioning immi is presented as a modern, health-conscious alternative to traditional instant ramen. The brand distinguishes itself by focusing on nutrition, flavor, and convenience, positioning itself as a premium option in the instant food market. It aligns with values of health and taste, aiming to provide a satisfying and nutritious meal experience. The brand pushes against the norms of typical instant ramen, which are often high in carbs and low in nutritional value, and promotes a functional benefit of convenience without sacrificing health. The brand's positioning is both functional, emphasizing the nutritional benefits, and emotional, appealing to consumers who want to enjoy comfort food without guilt. # Product immi instant ramen is a plant-based, nutritionally enhanced version of traditional instant ramen. It is designed for health-conscious consumers seeking a convenient and satisfying meal. The product is highlighted for its high protein (28 grams) and fiber (12 grams) content, while being low in net carbs (17 grams) and sugar (0 grams). The ad addresses the common perception that instant ramen is unhealthy by emphasizing immi's superior nutritional profile. It is shown being prepared in just five minutes, making it a quick and easy option for busy individuals. The Tom Yum Shrimp flavor is explicitly named in the ad. The product is worth trying because it offers a healthier alternative to traditional instant ramen without sacrificing taste or convenience, making it a guilt-free comfort food. # Visual style The ad features a mix of close-up product shots, lifestyle shots of people enjoying the ramen, and text overlays highlighting key nutritional information and benefits. The overall aesthetic is bright and clean, with a focus on showcasing the ramen's appealing texture and garnishes. The editing style involves quick cuts and transitions, with a moderate pacing that aims to maintain viewer engagement without feeling rushed. The ad balances a UGC feel with polished commercial elements. # Hooks Spoken: 00:00–00:04 28 grams of protein, 12 grams fiber, 17 grams of net carbs, zero sugar. Text overlay: 28 grams / 12 grams / 17 grams / of net carbs Visual: 00:00–00:01 A hand holding a package of immi Tom Yum "Shrimp" Flavor Ramen Soup with a brick of noodles on top of the package. The packaging is bright yellow with images of ramen and toppings. Text overlay: "28 grams". / 00:01–00:02 A hand holding a metal strainer over a white bowl, draining broth from the cooked noodles. The broth is a deep orange color. A blurred arrangement of flowers is in the background. Text overlay: "12 grams". / 00:02–00:03 A hand with a spoon pours broth over a bowl of ramen with various toppings, including sliced radishes and mushrooms. The bowl is white with a blue design. A box of smoked salmon and a jar of chili oil are visible in the background. Text overlay: "17 grams". / 00:03–00:04 Close up of a hand spooning toppings over a bowl of ramen, including chopped green onions. The ramen also includes meat and a halved boiled egg. Text overlay: "of net carbs". # Funnel stage Consideration # Pain points The ad addresses the common pain point of instant ramen being unhealthy and nutritionally deficient. Quote: "50 years of the wrong thing is enough." # Value propositions - Nutritious instant ramen: High in protein and fiber, low in carbs and sugar - Quick and easy: Ready in just 5 minutes - Tastes great: Broth is rich, noodles are springy and chewy # Benefits - A healthier alternative to traditional instant ramen - Delicious and satisfying flavor - Convenient and quick meal option # Features - 28 grams of protein - 12 grams fiber - 17 grams of net carbs - Zero sugar - Ready in 5 minutes # Call to action Slurp immi now # Social proof - 1 million customers - Rate It A 10/10 @immieats # Point of view - Customer 40% – Customer point of view is communicated through quick shots of satisfied customers eating the ramen and providing endorsements. - Brand 60% – The official voice of the brand is delivered through a narrator presenting product claims and demonstrating preparation methods. # Storyline - 00:00–00:04 The ad opens by showing a package of immi ramen and highlighting the nutritional information: 28 grams of protein, 12 grams of fiber, 17 grams of net carbs, and 0 grams of sugar. This is intended to immediately grab the attention of health-conscious viewers and establish the product's key benefits from a functional standpoint. The perspective is from the brand. The tone is informative and direct. - 00:04–00:05 Following the nutritional facts, the ad transitions to a shot of a bowl of prepared ramen topped with various garnishes. The narrative then shifts to taste and quality, asserting that this is instant ramen. This aims to address a potential skepticism about the taste and quality of healthy instant ramen, setting the stage for the ad's central claim of superior taste and texture. The perspective is from the brand. The tone is declarative and confident. - 00:06–00:08 Then, the ad showcases the simplicity of preparing immi ramen, stating that it takes only five minutes from package to bowl. The claim is "But now, the bowl actually performs." This beat addresses the common pain point of time constraints in meal preparation, reinforcing the product's convenience. The perspective is from the brand. The tone is practical and solution-oriented. - 00:09–00:13 The ad then highlights the flavor and texture of the ramen, noting that "the broth is rich, actually rich," and "the noodles are springy, chewy, not mush." This serves to counter negative perceptions of instant ramen, emphasizing immi's focus on quality ingredients and satisfying taste and texture. The perspective is from the brand. The tone is descriptive and sensory. - 00:14–00:15 The ad transitions to a demonstration of the ramen being prepared and enjoyed, reinforcing the message that "This is what instant ramen was always supposed to be." This emphasizes the vision that immi instant ramen is what instant ramen has always aspired to be. The perspective is from the brand. The tone is visionary and aspirational. - 00:16–00:22 The ad then shares that "It just took 50 years for someone to figure it out" shifting to customer testimonials and social proof, featuring different people of different ages, gender presentations, and races eating and enjoying the ramen. This builds trust and credibility by showing real customers endorsing the product and its quality. The perspective is from the customer. The tone is relatable and authentic. - 00:22–00:25 Finally, the ad concludes with the immi logo and the tagline "Slurp immi now," providing a clear call to action and reinforcing the brand's identity. This serves as a direct prompt for viewers to try the product. The perspective is from the brand. The tone is direct and action-oriented.

# Ad summary An ad for a vegetarian topping mix, encouraging viewers to add the product to their food. The yellow packaging and background creates a bright, eye-catching effect. # Brand positioning This brand is presented as a fun and healthy alternative for topping meals. Their focus on convenience and flavor appeals to a modern consumer. This brand differentiates itself by offering products that are plant-based, low-fat, and non-GMO, catering to health-conscious consumers. By emphasizing ease and taste, the brand positions itself as a guilt-free way to enhance everyday meals. # Product This product is a vegetarian topping mix sold in a yellow stand-up pouch. It works as a convenient addition to meals, providing a plant-based, low-fat, and non-GMO boost. The mix is ideal for anyone looking to quickly and easily add healthy ingredients to their dishes. As shown, it can be added to ramen. It aims to remove the barrier of complicated or time-consuming meal prep, offering a simple way to enhance flavor and nutrition. # Visual style The ad has a modern and clean visual style. Its bright yellow background and heavy, sans-serif fonts give it a contemporary feel. The product is professionally shot. The visual elements are balanced, and the color palette is simple and eye-catching, which helps the ad to stand out in a busy social media feed. # Hooks Headline: TOP IT LIKE YOU MEAN IT. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for healthier meals by including vegetarian mixes. The ad makes a point that the product is plant-based, low fat, and non-GMO. This could be a solution for those who want to improve their health. # Value propositions - Quickly add healthy ingredients to meals - Convenient and easy addition to meals # Benefits - Plant-based - Low fat - Non-GMO # Features - Plant-Based - Low Fat - Non-GMO # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the product from the brand's perspective, highlighting its benefits and encouraging viewers to purchase and use it. # Storyline - The ad opens with a hand holding the bag of Veggie Topping Mix. This is likely shown to focus on the brand and present its packaging. - The ad then presents the headline "TOP IT LIKE YOU MEAN IT.", to encourage consumers to add the veggie mix to their food. This is an engaging message meant to resonate with viewers. - The brand makes the claim that the product is plant-based, low fat, and non-GMO, to persuade viewers to use this product. This speaks to the consumers' desire for health and convenience. - Lastly, the ad shows a bowl of ramen with the veggie topping mix added, providing a real-world use case of the product.

# Ad summary This ad promotes Immi ramen, a plant-based ramen alternative that is high in protein and fiber, and low in net carbs. The ad features the brand founder and customers who use the product to manage weight, avoid blood sugar crashes, and stay full for hours. The ad highlights that Immi ramen is a guilt-free comfort meal that feels indulgent but isn't. # Brand positioning Immi is presented as a healthy alternative to traditional ramen, offering a guilt-free comfort food option. The brand positions itself as the solution for people who miss ramen but want to avoid the negative health impacts like bloating, blood sugar crashes, and weight gain. Immi aligns with a lifestyle that values both indulgence and health, pushing against the norm that ramen is unhealthy. The brand aims to occupy the space in the consumer's mind as a convenient and nutritious meal option that doesn't compromise on taste or satisfaction. The brand positioning is both functional, highlighting the nutritional benefits, and emotional, appealing to the desire for comfort food without guilt. # Product Immi ramen is a plant-based ramen alternative that is high in protein and fiber, and low in net carbs. It is designed for people who miss ramen but want to avoid the negative health impacts like bloating. The product contains 24 grams of plant-based protein, 15 grams of fiber, and only 4 grams of net carbs. It is a guilt-free comfort meal that feels indulgent but isn't. The product is easy to prepare by just boiling water and cooking the noodles for 5 minutes. Immi ramen addresses the purchase barrier of ramen being unhealthy by offering a nutritious alternative. # Visual style The ad has a UGC feel with a mix of polished and scrappy visuals. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of UGC and commercial. The pacing is consistent throughout the ad. The cuts, text, and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: Male 1: This looks like junk food. Text overlay: THIS / JUNK Visual: 00:00–00:01: A man with dark hair and a black jacket holds a yellow cup of instant ramen with chopsticks holding up the noodles. The background is a white kitchen. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the desire to enjoy ramen without the negative health impacts like bloating, blood sugar crashes, and weight gain. The ad addresses this pain point by presenting Immi ramen as a healthy alternative that allows consumers to indulge in their craving without guilt. "This looks like junk food" – Male 1 # Value propositions - High protein and fiber, low net carbs: Provides a nutritious alternative to traditional ramen. - Guilt-free comfort meal: Allows consumers to enjoy a comfort food without feeling guilty about their health. - Plant-based: Appeals to consumers who are looking for plant-based options. # Benefits - Manage weight - Avoid blood sugar crashes - Stay full for hours - Guilt-free comfort meal - Feels indulgent but isn't # Features - 24 grams of plant-based protein - 15 grams of fiber - Only 4 grams of net carbs # Call to action SLURP IMMI NOW # Social proof - "Our customers use it to manage weight" – Female 1 (Customer) - "Avoid blood sugar crashes" – Female 2 (Customer) - "And stay full for hours" – Female 3 (Customer) # Point of view - Brand 40% – The brand's POV is communicated through the brand founder who speaks directly to the camera and presents the product's features and benefits. - Customer 60% – The customer's POV is communicated through testimonials from real users who share their experiences with the product. # Storyline - 00:00–00:01 The brand founder holds up a cup of instant ramen and states that it looks like junk food. - 00:01–00:09 The ad transitions to a shot of Immi ramen packaging, followed by shots of the ramen being prepared and served with various toppings. - 00:01–00:09 The brand founder states that Immi ramen has 24 grams of plant-based protein, 15 grams of fiber, and only 4 grams of net carbs, implying that it is a healthy alternative to traditional ramen. - 00:09–00:14 The brand founder states that Immi ramen looks like the kind of food you're supposed to avoid when eating clean, but it's actually the exact opposite. - 00:14–00:20 The ad transitions to customer testimonials, with customers stating that they use Immi ramen to manage weight, avoid blood sugar crashes, and stay full for hours. - 00:20–00:27 The brand founder states that you just boil water and 5 minutes later, you've got a guilt-free comfort meal that feels indulgent but isn't. - 00:27–00:31 The brand founder states that Immi ramen was made for people who miss ramen, but not the bloat. - 00:31–00:32 The brand founder concludes by stating that this is Immi.

# Ad summary A man shares what he eats in a day as someone who is trying to eat healthy more and feel guilty less. He shares that he used to grab something quick that made him feel terrible after, but now he eats immi ramen. He shares that it has 24 grams of protein and only 5 net carbs, so he can actually feel good about what he's eating. He adds hot water, waits a few minutes, and has a satisfying meal that tastes incredible. He encourages viewers to head to immieats.com and try it for themselves, and shares that they even have a satisfaction guarantee. # Brand positioning immi is presented as a brand that offers a healthy alternative to traditional ramen. The brand aims to occupy a space in the consumer's mind as a guilt-free comfort food option. It aligns with values of health-consciousness and convenience, promoting a lifestyle where people can enjoy their favorite foods without compromising their well-being. immi pushes against the norms of unhealthy instant noodles by offering a high-protein, low-carb alternative. The brand positioning is both functional, emphasizing the nutritional benefits, and emotional, promising a satisfying and guilt-free eating experience. # Product immi ramen is a healthy alternative to traditional instant ramen. It is designed for individuals who want to enjoy comfort food without feeling guilty or compromising their health goals. The product boasts 24 grams of protein and only 5 net carbs per serving. It is quick and easy to prepare, requiring only the addition of hot water and a few minutes of waiting. The USPs of immi ramen are its high protein content, low carb count, and satisfying taste. It is suitable for any occasion where a quick and convenient meal is desired. The ad addresses the purchase barrier of feeling guilty after eating unhealthy instant noodles by offering a nutritious and delicious alternative. The ad tells the viewer that immi ramen is worth trying because it allows them to enjoy a satisfying meal while feeling good about what they're eating. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is decent, but not overly polished, which supports the casual and relatable tone. The pacing is consistent, with quick cuts between shots. The audio-visual sync is good, with text and product actions timed to the voiceover. # Hooks Spoken: 00:00–00:03 This is what I eat in the day as someone that's trying to eat healthy more and feel guilty less. Text overlay: 00:00–00:03 this is what / 00:00–00:03 “Comfort food with a healthy twist.” (Caption box) / 00:01–00:03 as someone / 00:02–00:03 healthy more / 00:02–00:03 guilty less Visual: 00:00–00:03 The shot is a medium close-up of a light-skinned man with short brown hair and a beard, wearing a black t-shirt and a gold chain. He is standing in a kitchen with white cabinets and gray countertops. He is looking down and eating noodles from a black bowl with a silver fork. The camera is stationary and at eye level. The lighting is bright and natural. Behind him is a window with white blinds, and a white paper towel holder. # Funnel stage Consideration # Pain points The pain point is feeling terrible after eating quick, unhealthy meals. # Value propositions - Comfort food with a healthy twist - High protein and low carb allows you to feel good about what you're eating - Satisfaction guarantee # Benefits - Feel good about what I'm eating - Satisfying meal - Tastes incredible # Features - 24 grams of protein - 5 net carbs # Call to action Head to immieats.com and try it for yourself. # Social proof - "This is what I eat in the day as someone that's trying to eat healthy more and feel guilty less." # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The creator is eating noodles from a black bowl. - 00:00–00:03 00:00–00:03 The creator states what he eats in a day as someone that's trying to eat healthy more and feel guilty less. This is from the creator's perspective, and is intended to introduce the product as a healthy alternative. - 00:03–00:07 00:03–00:07 The creator is holding three packages of immi ramen. - 00:03–00:07 00:03–00:07 The creator shares that he is used to grabbing something quick that usually made him feel terrible after. This is from the creator's perspective, and is intended to highlight the problem that immi ramen solves. - 00:07–00:14 00:07–00:14 The creator is eating noodles from a black bowl. - 00:07–00:14 00:07–00:14 The creator shares that he discovered immi ramen, which has 24 grams of protein and only 5 net carbs, so he can actually feel good about what he's eating. This is from the creator's perspective, and is intended to highlight the benefits of immi ramen. - 00:14–00:18 00:14–00:18 The creator is adding hot water to a pot on the stove, waiting a few minutes, and then stirring the noodles in a black bowl. - 00:14–00:18 00:14–00:18 The creator shares that he just adds hot water, waits a few minutes, and then he has a satisfying meal. This is from the creator's perspective, and is intended to highlight how easy it is to prepare immi ramen. - 00:18–00:20 00:18–00:20 The creator is stirring the noodles in a black bowl. - 00:18–00:20 00:18–00:20 The creator shares that he actually has a satisfying meal that tastes incredible. This is from the creator's perspective, and is intended to highlight the taste and satisfaction of immi ramen. - 00:20–00:26 00:20–00:26 The creator is showing multiple packages of immi ramen. - 00:20–00:26 00:20–00:26 The creator encourages viewers to head to immieats.com and try it for themselves, and shares that they even have a satisfaction guarantee. This is from the creator's perspective, and is intended to encourage viewers to purchase immi ramen.

# Ad summary This ad promotes high-protein, low-carb instant ramen. It features a split-screen format with a woman expressing excitement on one side and close-up shots of the ramen preparation on the other. The ad includes testimonials from various individuals who praise the taste and health benefits of the ramen. It also highlights key nutritional facts and the brand's success in selling out multiple times. # Brand positioning immi is presented as a health-conscious food brand that offers a guilt-free alternative to traditional instant ramen. The brand positions itself as innovative by creating the world's first low-carb, high-protein instant ramen. It aligns with values of health, convenience, and taste, appealing to consumers who want to enjoy comfort food without compromising their dietary goals. The brand pushes against the norms of typical instant ramen, which are often high in carbs and low in nutritional value. The brand positioning is both functional (low carb, high protein) and emotional (guilt-free enjoyment). # Product immi offers a low-carb, high-protein instant ramen that is also plant-based. It is designed for health-conscious individuals who enjoy ramen but want a healthier alternative. The product boasts 6g net carbs, 21g protein, and 18g fiber per serving. It is also highlighted as a keto-friendly option. The ramen is shown being prepared in a kitchen setting, emphasizing its convenience and ease of use. The ad addresses the purchase barrier of taste by including testimonials that praise the delicious flavor of the ramen, despite its healthier profile. # Visual style The ad has a UGC-style aesthetic with a mix of polished and casual shots. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is a hybrid of professional and user-generated content, which supports the intended tone of authenticity and relatability. The pacing is fast, with cuts timed to the music and voiceover lines. # Hooks Spoken: Female 1: Oh my gosh, high protein ramen? Text overlay: The world's first low carb high protein instant ramen Visual: 00:00–00:02: Split screen. On the left, a young woman with blonde hair pulled back in a bun, wearing a dark t-shirt, stands in front of a white door and molding. She looks excited and holds a yellow package. On the right, a close-up shot of ramen noodles with green onions on top. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting to enjoy comfort food like ramen while maintaining a healthy diet. Traditional instant ramen is often high in carbs and low in nutritional value, making it a less desirable option for health-conscious individuals. The ad aims to solve this problem by offering a low-carb, high-protein alternative. # Value propositions - Enjoy ramen without compromising your dietary goals (low carb, high protein). - A healthier and delicious alternative to traditional instant ramen. # Benefits - Healthier alternative to traditional ramen - Guilt-free enjoyment of comfort food - Convenient and easy to prepare - Delicious taste # Features - Low carb - High protein - Plant based - Keto friendly - 6g net carbs - 21g protein - 18g fiber # Call to action None used. # Social proof - "I knew that this was gonna be a healthier alternative to ramen, but I didn't think that it was gonna taste this good." – Female 2 (Customer) - "Ooo that's good! That's so good." – Male 2 (Customer) - "22 grams of protein. It's a keto friendly ramen." – Female 3 (Customer) # Point of view - Customer 60% – The ad features multiple customers sharing their positive experiences and reactions to the product. - Brand 40% – The brand voice is present through on-screen text highlighting nutritional facts and product benefits. # Storyline - 00:00–00:02 A woman expresses excitement about high-protein ramen. - 00:02–00:07 The ad transitions to a chef preparing the ramen, highlighting its nutritional facts. - 00:07–00:12 A woman shares her surprise at how good the healthy ramen tastes. - 00:12–00:15 A man enjoys the ramen and exclaims how good it is. - 00:15–00:18 A woman highlights the protein content and keto-friendly nature of the ramen. - 00:18–00:23 The ad shows the ramen being packaged and mentions it has sold out seven times. - 00:23–00:24 The immi logo appears.

# Ad summary The ad tells the origin story of Immi, a healthier instant ramen brand, through its two co-founders, 'the Kevins.' It highlights their personal connection to the problem of unhealthy instant ramen affecting their families, their extensive experimentation to create a better product, and the resulting product's nutritional benefits (high protein, high fiber, low carbs). The video showcases the product's authentic ramen experience and its availability in major grocery stores, encouraging viewers to try it and provide feedback. # Brand positioning Immi aims to occupy the space of a health-conscious, innovative, and authentic Asian food brand in the consumer's mind. It aligns with values of family well-being, culinary tradition, and modern nutritional science, promoting a lifestyle where comfort food can also be healthy. The brand pushes against the norm of traditional instant ramen being unhealthy and high in sodium/carbs, positioning itself as a superior, guilt-free alternative. Its positioning is both functional (nutritional benefits, authentic taste/texture) and emotional (caring for family health, solving a personal problem, connecting to heritage). # Product Immi is a high-protein, plant-based instant ramen designed as a healthier alternative to traditional instant ramen. It works by providing a convenient, quick-to-prepare meal that retains the desirable wavy, chewy, and slurpable noodle texture and rich umami broth of conventional ramen, but with significantly improved nutritional content. The product is for individuals who love instant ramen but are concerned about its unhealthy aspects, particularly those with family histories of diet-related health issues like diabetes and high blood pressure, or anyone seeking a more nutritious, plant-based, and fiber-rich meal option. Explicitly stated product details include: 28g of protein, 12g of fiber, and up to 80% less net carbs than leading brands. The broth is described as 'rich plant-based umami broth that we've won awards for.' The ad emphasizes that it offers the 'wavy curls, chewy texture, and slurpable surface you'd expect from a noodle.' Use occasions include quick meals at home or work. The ad addresses the purchase barrier of higher cost by framing it as 'the right investment you can make for your health' versus 'unhealthy, cheap foods that develop into expensive health issues.' # Visual style The ad has a hybrid production quality, blending polished commercial aesthetics with a scrappy, authentic UGC feel. Editing style features a mix of quick cuts, especially during montages (00:32-00:36), and static shots for direct address segments. Transitions are generally smooth, with some jump cuts for effect. The production quality feels like a high-end UGC or documentary-style commercial, with direct address, personal photos, and 'behind-the-scenes' shots contributing to authenticity, while clear audio, good lighting, and professional product shots elevate it. Recurring visual motifs include close-ups of ramen noodles (dry, cooked, being eaten), the co-founders speaking directly to the camera, and shots of the product packaging. Yellow text overlays are consistently used for key information. The pacing is dynamic, starting moderate, quickening during montages, slowing for explanations, and picking up for store availability. Cuts, text overlays, and product actions are well-timed to the voiceover, enhancing clarity and impact. # Hooks Spoken: Male 1: This new ramen invention, born from a kitchen accident, shouldn't exist. Text overlay: this new ramen invention / born from a kitchen accident / shouldn't exist. Visual: Medium shot of a young Asian male (Male 1) in a black "INVEST" t-shirt and black shorts, wearing clear plastic gloves. He holds up a clear plastic bag containing two blocks of instant ramen noodles and a small white packet. The background is a light-colored kitchen or office space with a white counter and a light blue sealing machine. The camera is handheld, slightly shaky, and focuses on the product. / Overhead shot of a young Asian male (Male 2) in a grey t-shirt, standing at a kitchen counter. He is using a fork to stir noodles in three white square bowls, each with a lid labeled "GARLIC CHICKEN," "SPICY BEEF," and "TOM YUM." A red plastic cup, a black marker, and a spoon and fork are on the counter. The background is a modern kitchen with light wood cabinets and stainless steel appliances. The camera is stationary, looking down. / Close-up of Male 1, wearing a maroon t-shirt, laughing while pouring a yellow packet into a bowl of noodles. His face is partially obscured by his hand. The setting is a white table. The camera is handheld, slightly shaky, and focuses on his hands and face. # Funnel stage Middle of funnel (Consideration) # Pain points The core problem is the negative health consequences (diabetes, high blood pressure) caused by consuming traditional, unhealthy instant ramen, as experienced by the founders' families. This is compounded by the frustration with existing market options that prioritize profit over consumer well-being, leading to "unhealthy, cheap foods that develop into expensive health issues." # Value propositions - This new ramen invention, born from a kitchen accident, shouldn't exist. - We truly believe that Immi is the right investment you can make for your health versus eating unhealthy, cheap foods that develop into expensive health issues like the ones our own families suffer through. - 28 grams of protein, 12 grams of fiber, and up to 80% less net carbs than leading brands. - It's got the wavy curls, chewy texture, and slurpable surface you'd expect from a noodle, and rich plant-based umami broth that we've won awards for. - make Immi accessible to everyone. # Benefits - right investment you can make for your health - happier and nourished world - Avoids diabetes and high blood pressure - Avoids expensive health issues # Features - 28 grams of protein - 12 grams of fiber - up to 80% less net carbs than leading brands - wavy curls - chewy texture - slurpable surface - rich plant-based umami broth - plant proteins - fiber-rich starches # Call to action Give Immi a try, share your feedback with us, SLURP IMMI NOW # Social proof - rich plant-based umami broth that we've won awards for. - Immi is stocked in thousands of grocery stores like Whole Foods, Sprouts, HEB, Target and more. - "But after tasting that recipe, we realized that the accidental combination of plant proteins and fiber-rich starches created a breakthrough" – Male 1 (Co-founder) - "We truly believe that Immi is the right investment you can make for your health" – Male 1 (Co-founder) # Point of view - Brand 95% – The majority of the video is narrated by a co-founder, features the co-founders, and presents brand-controlled information about the product's origin, features, and mission. - Customer 5% – Brief shots of people enjoying the ramen, implying user satisfaction and experience. # Storyline - 00:00–00:03 A co-founder holds up a packaged ramen, introducing it as a 'new ramen invention' born from a 'kitchen accident' that 'shouldn't exist.' This immediately creates intrigue and a sense of a unique, almost improbable, origin story. The perspective is from the brand, with a slightly playful yet serious tone. - 00:03–00:06 The co-founder clarifies that the story is 'the absolute truth.' This builds credibility and sets a serious, authentic tone for the narrative that follows, directly addressing the initial playful skepticism. The perspective is from the brand (co-founder). - 00:06–00:08 The two co-founders introduce themselves as 'the Kevins' and wave. This establishes a personal connection with the audience, making the brand feel more human and relatable. The perspective is from the brand (co-founders), with a friendly, welcoming tone. - 00:08–00:14 Childhood photos of the co-founders and their families are shown, explaining they grew up in 'Asian food families' with grandparents running noodle stalls and produce farms. This establishes their deep roots in Asian food culture and family values, providing a strong emotional foundation for their mission. The perspective is from the brand (co-founders) sharing personal history, with a nostalgic and authentic tone. - 00:14–00:17 The co-founder states they 'grew up loving instant ramen.' This creates relatability with many viewers who also enjoy instant ramen, setting up the problem. The perspective is from the brand (co-founder), with a relatable tone. - 00:17–00:22 The narrative shifts to the problem: their families were 'diagnosed with diabetes and high blood pressure' from eating unhealthy instant ramen. This introduces the core pain point and the personal motivation behind the brand, creating empathy and urgency. The perspective is from the brand (co-founder) sharing a serious family health issue, with a concerned and impactful tone. - 00:22–00:25 The co-founder criticizes 'instant ramen giants who don't care about your health.' This positions Immi as an ethical alternative, contrasting their values with those of larger, less health-conscious corporations. The perspective is from the brand (co-founder), with a critical and passionate tone. - 00:25–00:32 The co-founders decide to 'make a pact in our kitchen' and 'quit our decade-long careers in tech and start all over.' This highlights their dedication and sacrifice, emphasizing the seriousness of their commitment to solving the problem. The perspective is from the brand (co-founders) detailing their entrepreneurial journey, with a determined and inspiring tone. - 00:32–00:38 A montage shows them experimenting in their kitchens for 'over 2 years' with 'dozens of ingredients and hundreds of formulations.' This conveys the extensive effort and scientific rigor behind their product development, building trust in its quality. The perspective is from the brand (co-founders) showing their hard work, with a diligent and persistent tone. - 00:38–00:43 The co-founder explains that 'after 200 failed recipes, we had a kitchen accident where we used the wrong set of ingredients.' This brings the narrative back to the initial hook, revealing the 'accident' that led to their breakthrough. The perspective is from the brand (co-founder) recounting a pivotal moment, with a tone of discovery. - 00:43–00:52 They realized the 'accidental combination of plant proteins and fiber-rich starches created a breakthrough, and Immi was born.' This is the climax of the origin story, presenting the solution to the problem and the birth of the brand. The perspective is from the brand (co-founders) celebrating their innovation, with an excited and triumphant tone. - 00:52–00:59 The ad details Immi's key nutritional benefits: '28g of protein, 12g of fiber, and up to 80% less net carbs than leading brands.' This provides concrete evidence of the product's health advantages, directly addressing the pain points raised earlier. The perspective is from the brand, delivering factual product information, with an informative and confident tone. - 00:59–01:07 The ad showcases the authentic ramen experience: 'wavy curls, chewy texture, and slurpable surface' and 'rich plant-based umami broth that we've won awards for.' This reassures potential customers that health benefits don't come at the expense of taste or texture. The perspective is from the brand, highlighting product quality and sensory experience, with an appealing and satisfying tone. - 01:07–01:18 The co-founder acknowledges that 'there's still room to improve' and they need to 'get to a larger scale to bring our prices down and make Immi accessible to everyone.' This demonstrates transparency, a commitment to continuous improvement, and a vision for broader accessibility, fostering a sense of community and shared mission. The perspective is from the brand (co-founder), with a humble yet ambitious tone. - 01:18–01:29 The co-founder addresses the price difference, stating that while Immi costs more, it's 'the right investment you can make for your health versus eating unhealthy, cheap foods that develop into expensive health issues like the ones our own families suffer through.' This directly tackles a potential purchase barrier (price) by reframing it as a long-term health investment, reinforcing the emotional connection to family health. The perspective is from the brand (co-founder), with a persuasive and empathetic tone. - 01:29–01:35 The ad shows Immi stocked in 'thousands of grocery stores like Whole Foods, Sprouts, HEB, Target and more.' This builds credibility and makes the product seem widely available and legitimate, reducing friction for purchase. The perspective is from the brand, providing practical information, with a confident and accessible tone. - 01:35–01:40 The co-founder encourages viewers to 'give Immi a try and share your feedback with us so you can join us in creating a happier and nourished world.' This is a direct call to action, inviting community engagement and aligning the purchase with a larger, positive mission. The perspective is from the brand (co-founder), with an inviting and community-oriented tone. - 01:40–01:44 The Immi logo appears, followed by 'SLURP IMMI NOW.' This provides a clear brand identifier and a final, urgent call to action. The perspective is from the brand, with a direct and conclusive tone.

# Ad summary This ad promotes immi ramen as a healthy and delicious alternative to traditional ramen, allowing viewers to indulge in their cravings while staying on track with their health goals. The ad features multiple people enjoying immi ramen in different settings, emphasizing its versatility and appeal to a wide audience. # Brand positioning immi is presented as a modern, health-conscious food brand that directly addresses the common desire for comfort food without the guilt. The brand positions itself as a solution for individuals who want to enjoy ramen while maintaining a calorie deficit or healthy lifestyle. It aligns with values of convenience, satisfaction, and health, pushing against the norms of traditional ramen, which is often perceived as unhealthy and high in carbs. The brand aims to occupy a space in the consumer's mind as a guilt-free indulgence, offering a functional benefit (low-carb, high-protein) with an emotional appeal (satisfying cravings). # Product immi ramen is a low-carb, high-protein ramen alternative designed for individuals who want to enjoy comfort food without compromising their health goals. The product is explicitly stated to help users stay full, energized, and on track with their dietary needs. It addresses the purchase barrier of traditional ramen being unhealthy by offering a nutritious alternative that works with, not against, the consumer's health objectives. The ad showcases the ramen being enjoyed in various settings, implying its versatility for different occasions. The product's unique selling points are its ability to satisfy cravings while supporting a healthy lifestyle, making it a worthwhile option for those seeking a guilt-free comfort food. # Visual style The ad has a UGC feel, with quick cuts and a mix of indoor lighting conditions. The production quality is a hybrid of polished and casual, supporting the tone of authenticity and relatability. The pacing is quick, with cuts timed to the voiceover and music, creating a sense of energy and excitement. # Hooks Spoken: I'm having a midnight snack and I'm still in a calorie deficit. Text overlay: MIDNIGHT SNACKS: 0 (Text overlay) / ME: 1🎉 (Text overlay) Visual: 00:00–00:02: A young woman with blonde hair, wearing gray pajamas, sits at a kitchen counter and eats ramen from a large white bowl with black chopsticks. The kitchen has dark cabinets and a light countertop. Text overlay: "MIDNIGHT SNACKS: 0 / ME: 1🎉". # Funnel stage Consideration # Pain points The central pain point is the desire to enjoy comfort food like ramen without compromising health and fitness goals. The ad addresses the frustration of wanting to indulge in cravings while staying in a calorie deficit. "I'm having a midnight snack and I'm still in a calorie deficit." # Value propositions - Enjoy a midnight snack and still be in a calorie deficit - Get your comfort food fix that works with you, not against you # Benefits - Stay full - Stay energized - Stay on track - Comfort food fix # Features - Low-carb ramen - High-protein ramen # Call to action SLURP IMMI NOW # Social proof - "Omg this is SO good" – Female 2 (Customer) - "I still get my comfort food fix, but now it works with me, not against me" – Female 3 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of satisfied customers who are enjoying the product and sharing their positive experiences. # Storyline - 00:00–00:02 A woman in pajamas is shown eating ramen with chopsticks at night. - 00:00–00:03 The woman states she is having a midnight snack and is still in a calorie deficit, conveying that she can enjoy her cravings without guilt. - 00:02–00:03 The scene transitions to a different woman eating ramen, exclaiming how good it is, reinforcing the taste appeal. - 00:03–00:07 A hand holds a package of immi ramen, emphasizing that it's all thanks to immi, the ramen that helps her stay full, energized, and on track. - 00:07–00:12 Another woman is shown eating immi ramen, stating that she still gets her comfort food fix, but now it works with her, not against her, highlighting the health benefits. - 00:12–00:16 The ad concludes with the immi logo and the call to action to "SLURP IMMI NOW," reinforcing the brand and encouraging immediate purchase.

# Ad summary This ad features a woman in her kitchen showing how to make a bowl of Immi high-protein, low-carb ramen. She opens a variety pack, cooks the noodles, and adds toppings like smoked chicken, corn, edamame, Japanese barbecue sauce, and chili sauce. # Brand positioning Immi is presented as a brand that offers a healthier alternative to traditional ramen, catering to individuals who are health-conscious and fitness-oriented. The brand aims to occupy a space in the consumer's mind as a provider of comfort food that aligns with their health goals. It promotes a lifestyle that values both taste and nutrition, pushing against the norm of ramen being an unhealthy indulgence. The brand positioning is both functional, emphasizing the high protein and low carb content, and emotional, appealing to the desire for guilt-free comfort food. # Product Immi is a high-protein, low-carb ramen designed for health-conscious individuals who want to enjoy comfort food without compromising their fitness goals. Each serving contains 28 grams of protein, which is four times more than regular ramen, and only 16 net carbs. It also includes 12 grams of fiber to support digestion. The ramen is 100% plant-based and contains all the essential amino acids. A whole bowl is just 350 calories. The ad addresses the purchase barriers of traditional ramen being unhealthy and not suitable for those tracking their macros. # Visual style The ad has a UGC feel, with natural lighting and a home kitchen setting. The editing style is a mix of static shots and quick cuts, with a consistent pacing that matches the upbeat tone of the voiceover. The production quality is polished, but still maintains a casual and relatable vibe. The visual motifs include close-ups of the product and the cooking process, as well as shots of the woman enjoying the finished dish. # Hooks Spoken: 00:00–00:02 Looking for a ramen that actually fits your goals? Text overlay: 00:00–01:45 High Protein Easy Ramen Recipe Visual: 00:00–00:02 A yellow box labeled "High Protein Easy Ramen Recipe" is placed on a granite countertop in a kitchen. The box is then opened to reveal individual ramen packages inside. # Funnel stage Consideration # Pain points The ad addresses the pain point of traditional ramen being unhealthy and not suitable for those tracking their macros. The woman says, "Looking for a ramen that actually fits your goals?" # Value propositions - High protein, low carb ramen that supports your fitness goals - Plant-based ramen with all the essential amino acids - Comfort food that aligns with your health goals # Benefits - Fits your goals - Stay on track without giving up comfort food - Keep digestion happy - Delicious ramen that actually supports your fitness goals # Features - 28 grams of protein - Only 16 net carbs - 12 grams of fiber - 100% plant-based - All the essential amino acids - A whole bowl is just 350 calories # Call to action Give them a try today and I promise you won't be disappointed. # Social proof - "I highly recommend Immi noodles for anybody that's looking for a better option for their ramen needs, or if you have picky eaters like myself, you can definitely easily trick them into thinking this is delicious regular ramen" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is demonstrating and reviewing the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of a yellow Immi variety pack box on a kitchen counter. A woman's hands open the box. - 00:02–00:07 00:02–00:07 The woman pulls out individual ramen packages from the box, showing the variety of flavors available. This highlights the product's convenience and variety. - 00:07–00:24 00:07–00:24 The woman holds up a package of Immi ramen, displaying the nutritional information. She emphasizes the high protein, low carb, and high fiber content, as well as the low calorie count. This reinforces the product's health benefits and appeals to the audience's desire for a nutritious meal. - 00:24–00:35 00:24–00:35 The woman demonstrates how to prepare the ramen. She boils water, adds the noodles and spice pack, and cooks it for a few minutes. This shows the ease and simplicity of making Immi ramen. - 00:35–01:25 00:35–01:25 The woman adds various toppings to the ramen, including smoked chicken, corn, edamame, Japanese barbecue sauce, and chili sauce. This showcases the versatility of Immi ramen and how it can be customized to individual tastes. - 01:25–01:45 01:25–01:45 The woman eats the ramen, expressing her enjoyment of the taste and texture. She recommends Immi noodles to anyone looking for a better ramen option, emphasizing that even picky eaters will love it. This provides social proof and reinforces the product's deliciousness and health benefits.

# Ad summary This ad promotes high-protein noodles as a healthier alternative to regular ramen, highlighting their lower carb, calorie, and higher protein and fiber content. The ad uses a bright, attention-grabbing design and clear, concise messaging to appeal to health-conscious consumers. # Brand positioning The brand is presented as a health-conscious innovator in the food industry, specifically targeting consumers who enjoy noodles but are wary of the high carb and calorie content typically associated with ramen. The brand positions itself as a provider of guilt-free indulgence, offering a product that doesn't compromise on taste while delivering superior nutritional benefits. It pushes against the norms of traditional ramen, which are often perceived as unhealthy, by emphasizing high protein and fiber content, and lower carbs and calories. The brand's positioning is both functional, focusing on the nutritional aspects, and emotional, appealing to the desire for a healthier lifestyle without sacrificing enjoyment. # Product The product is high-protein noodles, presented as a healthier alternative to regular ramen. The ad highlights that these noodles have "6x fewer carbs than regular ramen", "1/2 the calories per serving than regular ramen", "3.5x more protein than regular ramen", and "9x more fiber than regular ramen". These noodles are for health-conscious individuals who enjoy ramen but want a more nutritious option. The ad addresses the purchase barrier of ramen being perceived as unhealthy by emphasizing the improved nutritional profile of the high-protein noodles. The ad aims to convince viewers that this product is worth trying or buying because it offers the taste and satisfaction of ramen with significantly enhanced health benefits. # Visual style The ad features a clean, minimalist design with a bright yellow background that immediately grabs attention. The production quality appears to be high, with well-lit and appetizing food photography. The typography is bold and clear, making the key benefits easy to read. The overall style is modern and health-focused, aiming to appeal to a younger, health-conscious audience. # Hooks Headline: HIGH PROTEIN NOODLES THAT DON'T TASTE LIKE PLASTIC # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point that regular ramen is often perceived as unhealthy due to its high carb and calorie content. "HIGH PROTEIN NOODLES THAT DON'T TASTE LIKE PLASTIC" directly counters the expectation that healthy alternatives lack flavor. # Value propositions - Enjoy noodles without the guilt: High protein noodles offer a way to indulge in ramen while significantly reducing carb and calorie intake and increasing protein and fiber. # Benefits - Healthier alternative to regular ramen - Doesn't taste like plastic # Features - 6x fewer carbs than regular ramen - 1/2 the calories per serving than regular ramen - 3.5x more protein than regular ramen - 9x more fiber than regular ramen # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the benefits of the product, highlighting its nutritional advantages over regular ramen. - Objective: The image of the bowl of noodles held by chopsticks provides an objective view of the product, allowing the audience to visualize it. # Storyline - The ad starts by highlighting the key selling point: "HIGH PROTEIN NOODLES THAT DON'T TASTE LIKE PLASTIC". This is conveyed from the brand's perspective, immediately grabbing attention by addressing a common concern about healthy alternatives—taste. This sets the stage for a product that promises both health benefits and enjoyable flavor. - Next, the ad presents a series of nutritional comparisons: "6x FEWER CARBS THAN REGULAR RAMEN", "1/2 THE CALORIES PER SERVING THAN REGULAR RAMEN", "3.5x MORE PROTEIN THAN REGULAR RAMEN", and "9x MORE FIBER THAN REGULAR RAMEN". This is told from the brand's perspective, providing concrete data to support the claim of a healthier option. This builds credibility and appeals to the audience's desire for factual information. - Finally, the ad visually presents a bowl of the high-protein noodles, held up by chopsticks, showcasing its appetizing appearance. This is shown from an objective perspective, allowing the audience to visualize the product and imagine the experience of eating it. This reinforces the message that the noodles are not only healthy but also visually appealing and desirable.

# Ad summary This ad compares the nutritional value of immi ramen to a caesar salad. # Brand positioning immi is presented as a healthy alternative to traditional ramen, offering a low-carb option that doesn't sacrifice flavor. The brand positions itself against typical high-calorie, high-carb foods like salads, suggesting that consumers can enjoy a comforting and familiar meal without the guilt. The brand aims to occupy the space of providing convenient, better-for-you versions of comfort foods, appealing to health-conscious individuals who don't want to compromise on taste or convenience. # Product The featured product is immi ramen, a low-carb ramen alternative. The ad highlights its nutritional benefits, specifically noting that it contains 340 calories and 15g of fiber, with a low blood sugar spike. The product is presented as a healthier option compared to a Caesar salad, which is shown to have 481 calories, 1.4g of fiber, and a medium blood sugar spike. The ad targets individuals looking for convenient, healthy meal options that align with a low-carb lifestyle. The ad addresses the purchase barrier of ramen being perceived as unhealthy by showcasing immi ramen's superior nutritional profile. # Visual style The ad has a clean and modern visual style with a focus on contrasting elements. The production quality appears to be high, with well-lit product shots and clear typography. The color scheme is primarily black and yellow, creating a bold and attention-grabbing look. The layout is simple and easy to understand, with a clear comparison between the two food options. The typography is large and bold, making it easy to read and scan quickly. # Hooks Headline: SALADS ARE GREAT... UNTIL YOU TRY THIS # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to enjoy comfort food like ramen while maintaining a healthy diet and managing blood sugar levels. The phrase "SALADS ARE GREAT... UNTIL YOU TRY THIS" implies that while salads are a common healthy choice, they may not always be satisfying or appealing, and immi ramen offers a better alternative. # Value propositions - immi ramen offers a healthier and more nutritious alternative to traditional salads, with fewer calories, more fiber, and a lower impact on blood sugar levels. - immi ramen provides a convenient and guilt-free way to enjoy a comforting meal without sacrificing health goals. # Benefits - Healthier alternative to salads - Low-carb ramen option - Better blood sugar control # Features - 340 Calories - 15g Fiber - Low Spike Blood Sugar # Call to action SHOP IMMI NOW # Social proof - None used. # Point of view - Brand: The brand is presenting the information and making the comparison between the salad and the ramen. - Customer: The customer is being presented with a choice between a salad and ramen. # Storyline - The ad opens by stating, “SALADS ARE GREAT… UNTIL YOU TRY THIS,” which is intended to grab the viewer's attention by acknowledging the perceived healthiness of salads, while also hinting at a superior alternative. The brand is speaking to the audience, setting up a comparison between a common healthy choice and their product. - The ad visually presents a side-by-side comparison of a Caesar salad and immi ramen, separated by “VS”. This is intended to directly contrast the two options, highlighting the choice the consumer faces. The brand is presenting the comparison to the audience. - The ad presents a nutritional breakdown of both the Caesar salad and immi ramen, including calorie count, fiber content, and blood sugar impact. This is intended to provide concrete data supporting the claim that immi ramen is a healthier choice. The brand is providing the audience with factual information to support their product's value. - The ad concludes with a call to action, “SHOP IMMI NOW,” encouraging viewers to purchase the product. The brand is directly prompting the audience to take the next step and buy their ramen.

# Ad summary This ad promotes protein ramen by listing its nutritional benefits. # Brand positioning The brand is presented as a provider of healthy and convenient meal options, specifically protein-rich ramen. It positions itself as a modern, health-conscious brand that caters to individuals seeking nutritious alternatives to traditional comfort foods. The brand emphasizes functional benefits like high protein content, low carbs, and plant-based ingredients, appealing to health-focused consumers. It pushes against the norms of traditional ramen, which is often perceived as unhealthy and carb-heavy, by offering a protein-packed, plant-based alternative. # Product The product is protein ramen, a healthier alternative to traditional ramen. It is designed for health-conscious individuals looking for a quick and nutritious meal. The ad highlights several key features: it contains 24g of protein, 5g net carbs, 15g of fiber, and is 100% plant-based. These features address the purchase barriers associated with traditional ramen, which is often high in carbs and low in protein. The ad emphasizes the nutritional benefits, positioning the ramen as a convenient and healthy option for those seeking a protein-rich, plant-based meal. # Visual style The ad features a clean and minimalist visual style with a bright yellow background. The product packaging is prominently displayed, and the text is bold and easy to read. The overall aesthetic is modern and health-focused. # Hooks Headline: PROTEIN RAMEN THAT CHECKS ALL THE BOXES # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point that traditional ramen is often unhealthy and high in carbs. The ad copy and product features highlight the ramen's nutritional benefits, positioning it as a healthier alternative. # Value propositions - Nutritious and convenient meal option - Healthy alternative to traditional ramen - Suitable for health-conscious individuals # Benefits - High protein content - Low net carbs - High fiber content - Plant-based # Features - 24G OF PROTEIN - 5G NET CARBS - 15G OF FIBER - 100% PLANT BASED # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the features and benefits of its protein ramen. # Storyline - The ad opens by stating that the product is "PROTEIN RAMEN THAT CHECKS ALL THE BOXES," immediately conveying the message that this ramen meets multiple criteria for a desirable food product. The brand is telling the audience that this product is a comprehensive solution, implying it is both healthy and convenient. - The ad then lists the nutritional benefits of the ramen, including "24G OF PROTEIN," "5G NET CARBS," "15G OF FIBER," and "100% PLANT BASED." The brand is providing specific details about the product's nutritional content, reinforcing the message that it is a healthy and balanced meal option.

# Ad summary A woman shares that she lets her kids eat all the instant ramen they want, then shows herself preparing a healthier alternative from the brand immi. # Brand positioning immi is presented as a healthier alternative to traditional instant ramen. The brand aims to occupy the space of providing convenient, quick meals without sacrificing nutritional value. The ad implies that immi pushes against the norm of unhealthy instant food options by offering a high-protein, low-carb alternative. The brand positioning is both functional (high protein, low carb) and emotional (guilt-free indulgence). # Product immi offers a healthier take on instant ramen. It is designed for individuals who enjoy the convenience of instant noodles but are health-conscious. The product boasts 28g of protein, 12g of fiber, and 350 calories per serving. The ad highlights the Tom Yum Shrimp and Black Garlic "Chicken" flavors. The product is presented as a way to satisfy ramen cravings without the guilt associated with traditional instant noodles. The ad addresses the purchase barrier of health concerns by emphasizing the nutritional benefits of immi ramen. # Visual style The ad has a UGC (user-generated content) feel, with natural lighting and simple editing. The production quality is casual, aligning with the tone of a personal recommendation. The editing style includes quick cuts to maintain a fast pace. The audio-visual sync is loose, with the music playing in the background without precise synchronization to the visuals. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:02: Female 1: [Confessional] Don't judge me... but I let my kids eat all the instant ramen they want... Text overlay: 00:00–00:19: Don't judge me... but I let my kids eat all the instant ramen they want... Visual: 00:00–00:02: A woman with long blonde hair stands in a kitchen with gray cabinets and a white backsplash. She wears a blue sweatshirt and has her hands on her head, looking distressed. Text overlay: "Don't judge me... but I let my kids eat all the instant ramen they want..." # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the guilt or concern associated with feeding children unhealthy instant ramen. # Value propositions - Enjoy the convenience of instant noodles without sacrificing nutritional value - Satisfy ramen cravings without the guilt associated with traditional instant noodles # Benefits - Healthier alternative to traditional instant ramen - Convenient and quick meal option - Guilt-free indulgence # Features - 28g of protein - 12g of fiber - 350 calories per serving - Tom Yum Shrimp flavor - Black Garlic "Chicken" flavor # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing their experience and solution to a common problem. # Storyline - 00:00–00:02 A woman stands in her kitchen, looking slightly ashamed. - 00:00–00:02 She admits to letting her kids eat all the instant ramen they want, conveying a sense of parental guilt or confession. - 00:00–00:02 The perspective is from the woman's point of view, as if she's sharing a secret with the audience. The tone is confessional and slightly humorous. - 00:02–00:03 The ad transitions to show a pot of boiling water on a stove. - 00:02–00:03 This sets the stage for preparing ramen, creating anticipation for the product reveal. - 00:02–00:03 The perspective shifts to a close-up of the boiling water, creating a sense of immediacy. - 00:03–00:06 The ad showcases the immi ramen packaging in various flavors. - 00:03–00:06 This introduces the product as a solution to the problem mentioned earlier, highlighting its different flavor options. - 00:03–00:06 The perspective is from a hand holding the packaging, emphasizing the product's features and branding. - 00:06–00:09 The ad shows the ramen noodles being added to the boiling water. - 00:06–00:09 This demonstrates the preparation process, reinforcing the product's convenience. - 00:06–00:09 The perspective is from above the pot, showing the noodles cooking. - 00:09–00:12 The ad shows the cooked ramen being transferred to a bowl. - 00:09–00:12 This completes the preparation process, showcasing the final product ready to eat. - 00:09–00:12 The perspective is from a close-up of the bowl, highlighting the appetizing appearance of the ramen. - 00:15–00:19 The ad shows the ramen being stirred in the pot. - 00:15–00:19 This reinforces the preparation process, showcasing the final product ready to eat. - 00:15–00:19 The perspective is from above the pot, highlighting the appetizing appearance of the ramen.

# Ad summary This ad promotes a high-protein, high-fiber, low-carb ramen. It highlights the nutritional benefits and positions the product as a healthy alternative to traditional ramen. # Brand positioning The brand is presented as an innovator in the food industry, specifically within the ramen category. It positions itself as a provider of healthy alternatives to traditional comfort foods. The brand emphasizes functional benefits such as high protein, high fiber, and low carb content, appealing to health-conscious consumers. By labeling the product as "keto friendly" and "non-GMO", the brand aligns with specific dietary preferences and health trends, suggesting a commitment to natural and health-focused ingredients. # Product The product is a ramen noodle dish designed to be high in protein and fiber while being low in carbohydrates. It is marketed towards individuals seeking a healthier alternative to traditional ramen, particularly those following a keto diet or looking for non-GMO options. The ad highlights specific nutritional values: 24g of protein, 15g of fiber, and 5g of net carbs. The product is presented as a convenient and nutritious meal option that addresses the common concern of ramen being unhealthy due to its high carb content. The ad aims to make the product appealing to health-conscious consumers who do not want to sacrifice taste or convenience. # Visual style The ad features a clean and bold visual style with a focus on product visibility and nutritional information. The production quality appears to be studio-shot with bright, even lighting. The use of contrasting colors (yellow and black) creates a high-impact, attention-grabbing effect. The layout is simple and direct, with clear callouts to key product features. The overall aesthetic is modern and health-focused, aligning with the brand's positioning. # Hooks Headline: THE WORLD'S FIRST HIGH PROTEIN, HIGH FIBER, LOW CARB RAMEN # Funnel stage Awareness # Pain points The ad addresses the pain point that traditional ramen is often high in carbs and not suitable for health-conscious individuals or those following specific diets like keto. The phrase "LOW CARB RAMEN" directly counters this concern. # Value propositions - The world's first ramen that is high in protein, high in fiber, and low in carbs. - A keto-friendly and non-GMO ramen option. # Benefits - 24g Protein - 15g Fiber - 5g Net Carb # Features - High Protein - High Fiber - Low Carb - Non-GMO - Keto Friendly # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the product's unique selling proposition and health benefits through the headline and nutritional information. - Brand: The brand is emphasizing the product's health-conscious attributes by stating "NON - GMO • KETO FRIENDLY". # Storyline - The ad opens by declaring the product as "THE WORLD'S FIRST HIGH PROTEIN, HIGH FIBER, LOW CARB RAMEN," immediately establishing its unique selling proposition. This is told from the brand's perspective, aiming to capture attention and position the product as an innovative and healthy alternative to traditional ramen. - The ad then highlights specific nutritional facts, such as "24g Protein," "15g Fiber," and "5g Net Carb," using callouts pointing directly to the ramen bowl. This is presented from a factual, almost scientific perspective, reinforcing the health benefits and providing concrete reasons for consumers to consider the product. - The ad concludes by stating "NON - GMO • KETO FRIENDLY," further emphasizing the product's health-conscious attributes. This is from the brand's perspective, reinforcing its commitment to catering to specific dietary needs and preferences, thereby broadening its appeal to health-focused consumers.

# Ad summary This ad promotes immi Ramen as a quick, healthy alternative to drive-through meals. A woman prepares the ramen in her kitchen, highlighting its nutritional benefits and taste, while also showing her kids enjoying it. The ad emphasizes that immi Ramen is a better option than regular ramen and encourages viewers to try it. # Brand positioning immi Ramen is presented as a healthy and convenient alternative to traditional ramen and fast food. The brand positions itself as a solution for busy individuals and families who want a quick meal without compromising on nutrition. It emphasizes the product's high protein and low carb content, as well as its plant-based and keto-friendly qualities. The brand aims to occupy a space in the consumer's mind as a guilt-free, tasty, and better-for-you option compared to standard ramen and drive-through meals. The brand aligns with values of health, convenience, and taste, pushing against the norms of unhealthy fast food and carb-heavy ramen. # Product immi Ramen is a plant-based, keto-friendly instant ramen alternative. It is designed for individuals and families seeking a quick, healthy meal option. The product boasts 24 grams of protein and only 5 net carbs, making it a nutritionally superior choice compared to regular ramen. It is prepared by cooking the noodles in boiling water and adding the included seasoning packet. The ad highlights that immi Ramen tastes incredible and is even enjoyed by kids. It addresses the purchase barrier of time constraints by positioning itself as a fast and convenient meal solution, encouraging viewers to skip the drive-through and try immi Ramen instead. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean, modern aesthetic. The editing style includes quick cuts and static shots, creating a fast-paced rhythm. The production quality is high, giving the ad a professional look while maintaining a relatable, user-generated content vibe. The pacing is consistent, with cuts timed to the voiceover lines. The overall aesthetic supports the intended tone of health, convenience, and taste. # Hooks Spoken: Female 1: I have 15 minutes to feed my family something that doesn't come from a drive-through. Text overlay: Can ramen really replace drive-thru meals? / I have 15 minutes / to feed my family. / Something that doesn't come Visual: 00:00–00:01: A woman with dark hair pulled back in a bun, wearing a gray tank top and black leggings, stands in a bright, modern kitchen. She holds a yellow package of immi Ramen and smiles at the camera. A laptop sits on the white countertop in the foreground. The kitchen features white cabinets, stainless steel appliances, and a minimalist design. The camera is handheld and slightly shaky, giving a selfie-style perspective. / 00:01–00:03: The woman places the package of immi Ramen on the counter and turns on the stove. A pot of water is already heating on the burner. The camera focuses on her hands as she adjusts the stove knob. The background remains the same, with the modern kitchen and white cabinets visible. # Funnel stage Consideration # Pain points The ad addresses the frustration of settling for unhealthy junk food when short on time. "Stop settling for junk food when you're rushed." # Value propositions - immi Ramen offers a guilt-free, tasty, and better-for-you option compared to standard ramen and drive-through meals. - immi Ramen is a quick and convenient meal solution that doesn't compromise on nutrition. # Benefits - Healthier alternative to regular ramen - Quick and convenient meal solution - Tastes incredible - Enjoyed by kids # Features - 24 grams of protein - Only 5 net carbs - Plant-based - Keto friendly # Call to action Skip the drive-thru, shop now at immieats.com # Social proof - "My kids actually ask for seconds." – Female 1 (Customer) # Point of view - Customer 60% – The ad is primarily told from the perspective of a customer who is preparing and enjoying the product. - Brand 40% – The brand's perspective is communicated through product claims, comparisons, and calls to action. # Storyline - 00:00–00:02 The ad begins with a question about whether ramen can replace drive-through meals, immediately framing the product as a convenient alternative. This is intended to grab the viewer's attention by addressing a common dilemma of finding quick and healthy meal options. The perspective is from the creator, who is setting up a challenge for herself. - 00:01–00:03 The creator states she only has 15 minutes to feed her family something that doesn't come from a drive-through, emphasizing the time constraint and the desire for a healthier option. This builds on the previous moment by highlighting the urgency and the need for a quick solution. The perspective remains with the creator, who is sharing her personal challenge. - 00:03–00:07 The creator prepares immi Ramen, showcasing its nutritional benefits, such as 24 grams of protein and only 5 net carbs. This is intended to educate the viewer about the product's health advantages compared to regular ramen. The perspective shifts to a more informative tone, highlighting the product's features. - 00:07–00:09 The ad compares immi Ramen to regular ramen, emphasizing that it is "way better." This reinforces the product's superiority and encourages viewers to consider it as a healthier alternative. The perspective is from the brand, making a direct comparison to competitors. - 00:09–00:12 The creator highlights that immi Ramen is plant-based, keto-friendly, and tastes incredible, further emphasizing its health benefits and taste appeal. This builds on the previous moments by reinforcing the product's positive attributes. The perspective is from the creator, sharing her personal experience. - 00:12–00:14 The creator mentions that her kids actually ask for seconds, providing social proof and suggesting that the product is enjoyable for the whole family. This adds credibility and makes the product more appealing to parents. The perspective is from a satisfied customer, sharing her family's positive experience. - 00:14–00:16 The ad urges viewers to stop settling for junk food when they're rushed, reinforcing the idea that immi Ramen is a healthier alternative. This builds on the previous moments by addressing the common problem of resorting to unhealthy options when short on time. The perspective is from the brand, advocating for a better choice. - 00:16–00:20 The ad concludes with a call to action, encouraging viewers to skip the drive-through, shop now at immieats.com, and try immi Ramen today. This prompts immediate action and reinforces the product's convenience and appeal. The perspective is from the brand, directly encouraging viewers to make a purchase.

# Ad summary The ad introduces "immi" ramen as a revolutionary, healthy, and delicious alternative to traditional ramen. It highlights its high protein, fiber, and low net carb content, positioning it as a guilt-free comfort food that supports fitness goals. The ad showcases various flavors, preparation methods, and testimonials from everyday users and Olympic athletes, emphasizing that it allows consumers to enjoy ramen without compromising their health or fitness. It concludes by encouraging viewers not to let cravings derail their goals and to choose immi over bland diet food. # Brand positioning The brand "immi" is presented as an innovative and health-conscious food company that redefines comfort food. It aims to occupy the space of a guilt-free, nutritious, yet delicious alternative to traditional ramen, which is often associated with high carbs and unhealthy ingredients. The brand aligns with values of health, fitness, satisfaction, and enjoyment, promoting a lifestyle where one doesn't have to choose between taste and well-being. It pushes against the norm of unhealthy instant ramen by offering a product that is both satisfying and beneficial for the body. The brand positioning is primarily functional, emphasizing nutritional benefits (protein, fiber, low carbs) but also strongly emotional, promising "pure, delicious satisfaction" and the ability to achieve "summer body" goals without guilt. # Product The product is "immi" ramen, described as a "revolutionary ramen" that is a healthy, plant-based alternative to traditional ramen. It works by providing a high-protein, high-fiber, and low-carb noodle soup. The product is for individuals who want to enjoy comfort food like ramen without compromising their health or fitness goals, particularly those looking to maintain a "summer body" or refuel after workouts. Explicitly stated product details include: "28g of high-quality plant protein" to feed muscles and keep you satisfied, "12g of fiber" to support digestion and keep you full, and "80% less net carbs than traditional ramen brands." The ad also highlights its delicious taste, stating it's "the comfort food that loves you back" and offers "pure, delicious satisfaction." It comes in various flavors like "black garlic 'chicken'" and "spicy 'beef'," suggesting plant-based meat alternatives. Use occasions include post-workout refueling, beach trips, or simply enjoying a day in the sun without derailing progress. The ad addresses the purchase barrier of unhealthy ramen by offering a nutritious alternative that doesn't taste bland. # Visual style The ad features a hybrid visual style, blending polished commercial aesthetics with elements that mimic UGC. The editing rhythm is quick and dynamic, with frequent cuts (estimated 2-3 cuts per second in some segments) to maintain engagement. Production quality is high-end, with professional lighting, clear focus, and appealing food photography, but it incorporates UGC-like shots (e.g., selfie-style eating, casual workout scenes) to create relatability. Visual motifs include close-ups of food preparation and consumption, vibrant colors (especially the yellow text and product packaging), and a focus on active, healthy individuals. Pacing is generally fast, with rapid cuts during product feature explanations and lifestyle montages, slowing slightly for testimonials. Audio-visual sync is strong, with text overlays appearing precisely as the voiceover delivers corresponding information, and cuts often aligning with music beats. # Hooks Spoken: The revolutionary ramen that's about to become your summer body's best friend and your taste buds' new obsession. Text overlay: The revolutionary ramen / your summer body's best friend / new obsession. Visual: Close-up of a hand holding silver tongs, placing light brown, wavy ramen noodles into a yellow and white patterned ceramic bowl. The bowl sits on a black plate. The background is blurred, showing a person in a bright pink top. Camera is tripod/stationary, third-person, slightly overhead. Bright, warm lighting. / Close-up of a hand pouring a reddish-brown broth from a clear glass pitcher into the yellow and white patterned ceramic bowl with noodles. The bowl is on a black plate. The background is blurred, showing a person in a bright pink top. Camera is tripod/stationary, third-person, slightly overhead. Bright, warm lighting. / Medium close-up of a person (gender unclear, wearing a pink top and dark jacket) smiling, holding wooden chopsticks that lift a long strand of light brown ramen noodles from a bowl. The bowl is white with a green and blue pattern. The background is dark and blurred. Camera is tripod/stationary, third-person. Bright, warm lighting. / Extreme close-up of a spoon piercing a perfectly cooked, runny egg yolk on top of ramen noodles in a dark bowl. The yolk oozes into the noodles and broth, which is topped with red chili flakes and green herbs. A green bok choy leaf is visible in the background. Camera is tripod/stationary, third-person. Warm, focused lighting. / Extreme close-up, continuing from the previous shot, showing the egg yolk mixing into the ramen. The shot is slightly brighter, emphasizing the rich color of the yolk and broth. Camera is tripod/stationary, third-person. Warm, focused lighting. # Funnel stage Middle of funnel (Consideration) # Pain points The negative effects of traditional ramen/unhealthy comfort food: "No more carb coma, no more guilt." This directly addresses the sluggishness and regret often felt after consuming high-carb, less nutritious comfort foods. The struggle of balancing cravings with health goals: "No more choosing between your goals and your taste buds." This highlights the common dilemma of wanting delicious food but also wanting to maintain a healthy lifestyle or achieve fitness goals. The blandness of typical diet food: "Don't settle for bland diet food." This points to the dissatisfaction and lack of enjoyment often associated with healthy eating options. # Value propositions - "The revolutionary ramen" (implies innovation and superior quality) - "your summer body's best friend" (links product to fitness goals) - "your taste buds' new obsession" (promises exceptional taste) - "28 grams of high-quality plant protein to feed your muscles and keep you satisfied" (functional benefit for muscle growth and satiety) - "12 grams of fiber to support digestion and keep you full" (functional benefit for digestive health and satiety) - "80% less net carbs than traditional ramen brands" (addresses health concerns, positions as a healthier alternative) - "It's the comfort food that loves you back" (emotional benefit, guilt-free indulgence) - "No more carb coma, no more guilt" (solves pain points associated with traditional ramen) - "Just pure, delicious satisfaction" (promises both taste and positive feeling) - "immi is the perfect way to refuel" (positions as an ideal post-activity meal) - "It helps repair muscles, replenishes nutrients, and satisfies hunger, all without derailing your progress" (comprehensive fitness and health support) - "what good is healthy food if it doesn't taste amazing?" (addresses skepticism, promises great taste) - "Each bite is a taste explosion that'll make you forget you're eating something good for you" (emphasizes deliciousness over health perception) - "Thousands of immi lovers are satisfying their cravings and staying on track this summer" (social proof of effectiveness and satisfaction) - "They're enjoying guilt-free ramen without sacrificing their hard-earned abs" (direct link to fitness results) - "Even Olympic athletes like Naomi Osaka and Apolo Ohno trust immi to fuel their bodies without compromising their nutrition" (high-level endorsement for performance and health) - "With immi, you really can have it all. The comfort food you crave, the nutrition your body needs, and the summer body you've worked hard for." (ultimate value proposition: no compromise) - "No more choosing between your goals and your taste buds." (reinforces no-compromise value) - "Don't let another craving derail your goals." (positions product as a tool for goal achievement) - "Don't settle for bland diet food." (contrasts with inferior alternatives, promises taste) # Benefits - Feed your muscles - Keep you satisfied - Support digestion - Keep you full - No more carb coma - No more guilt - Pure, delicious satisfaction - Perfect way to refuel - Helps repair muscles - Replenishes nutrients - Satisfies hunger - All without derailing your progress - Forget you're eating something good for you - Enjoy guilt-free ramen without sacrificing hard-earned abs - Fuel their bodies without compromising their nutrition - Have the comfort food you crave - Have the nutrition your body needs - Have the summer body you've worked hard for - No more choosing between your goals and your taste buds # Features - 28g of high-quality plant protein - 12g of fiber - 80% less net carbs than traditional ramen brands - Black garlic "chicken" flavor - Spicy "beef" flavor # Call to action SLURP IMMI NOW # Social proof - "Thousands of immi lovers are satisfying their cravings and staying on track this summer." – Voiceover (Brand) - "They're enjoying guilt-free ramen without sacrificing their hard-earned abs." – Voiceover (Brand) - "immi is my go to meal when I'm craving delicious ramen that makes me feel great." – Naomi Osaka (Immi Investor, 4x Grand Slam Champion, TIME 100) - "Nutrition has played a huge role in allowing me to perform at the highest level. I'm excited to discover immi ramen, a reinvention of one of my favorite childhood foods that I love eating to fuel my physical and mental performance." – Apolo Ohno (US Olympic Hall of Famer, 8x Olympic Medalist) # Point of view - Customer 40% – This POV is communicated through various individuals eating the ramen, performing workouts, and expressing satisfaction, implying personal use and enjoyment. - Brand 40% – This POV is communicated through the voiceover providing product details, benefits, and brand messaging, as well as shots of product packaging and preparation. - Expert 20% – This POV is communicated through on-screen testimonials from Olympic athletes Naomi Osaka and Apolo Ohno, lending credibility and authority. # Storyline - 00:00–00:01 A hand uses tongs to place cooked noodles into a bowl, followed by broth being poured over them. This immediately introduces the product (ramen) and begins the preparation process, setting a quick, engaging pace. The voiceover introduces "The revolutionary ramen," establishing the product's unique selling proposition from the start. - 00:01–00:03 A person uses chopsticks to lift a long strand of noodles from a bowl, smiling. This shot emphasizes the appetizing nature and texture of the noodles, while the voiceover continues, "that's about to become your summer body's best friend," directly linking the product to a desired lifestyle outcome. - 00:03–00:06 A close-up shot shows a perfectly cooked egg yolk being pierced, with the runny yolk mixing into the ramen. This highlights the deliciousness and premium feel of the ramen, with the voiceover adding, "and your taste buds' new obsession," reinforcing the taste appeal. - 00:06–00:07 The previous shot transitions to black and white, with bold yellow text appearing. This serves as a clear narrative break, signaling a shift from emotional appeal to a more factual, informative segment. The voiceover states, "Let's break it down," preparing the audience for product details. - 00:07–00:12 A close-up shot shows various toppings being added to the ramen, including green onions, carrots, and bok choy, with a spoon adding a dark, chili-like sauce. This visually demonstrates the product's versatility and the potential for a rich, flavorful meal. Text overlays highlight "28g PROTEIN" and "12g FIBER," while the voiceover explains these benefits: "28 grams of high-quality plant protein to feed your muscles and keep you satisfied. 12 grams of fiber to support digestion and keep you full." This segment focuses on the functional benefits and nutritional value. - 00:12–00:17 A chef in a striped apron pours broth into a bowl of ramen, then sprinkles green herbs over it. This reinforces the idea of a carefully prepared, high-quality meal. The voiceover continues to detail the fiber benefit and then introduces "And here's the kicker," building anticipation for another key feature. - 00:17–00:21 A close-up of a ramen bowl with various toppings (egg, meat, corn, bok choy) is shown, followed by a shot of another ramen bowl with different toppings. This showcases the product's visual appeal and variety. The text overlay "80% LESS NET CARBS" appears, and the voiceover explains, "It has 80% less net carbs than traditional ramen brands," directly addressing a common concern with traditional ramen. - 00:21–00:23 A hand sprinkles green herbs over a bowl of ramen. This reinforces the fresh, healthy aspect of the meal. The voiceover concludes this segment with, "It's the comfort food that loves you back," summarizing the product's core promise. - 00:23–00:26 A man lies on a couch, seemingly in a "carb coma," followed by a woman covering her mouth in apparent guilt or discomfort. These shots visually represent the negative feelings associated with traditional, unhealthy comfort food, setting up immi as the solution. The voiceover states, "No more carb coma, no more guilt," directly addressing these pain points. - 00:26–00:28 Hands tear open a yellow immi ramen package. This shows the product in its packaging and the ease of preparation. The voiceover offers the solution: "Just pure, delicious satisfaction," contrasting with the previous negative feelings. - 00:28–00:33 A montage of active lifestyle scenes: a woman relaxing on a beach, a man running, and a woman relaxing on a boat. This visually connects the product to an active, healthy, and enjoyable summer lifestyle. The voiceover asks, "Whether you're hitting the beach, crushing a workout, or just enjoying a day in the sun," broadening the product's appeal and use cases. - 00:33–00:36 A close-up of various immi ramen flavor packets (Black Garlic "Chicken," Spicy "Beef") on a yellow background. This highlights the product variety and brand identity. The voiceover states, "immi is the perfect way to refuel," positioning it as an ideal post-activity meal. - 00:36–00:40 Hands sprinkle herbs, then pour broth into a bowl of ramen, followed by a close-up of the finished ramen. This visually reinforces the preparation and appetizing nature. Text overlays "repair MUSCLES," "replenishes NUTRIENTS," and "satisfies HUNGER" appear, with the voiceover explaining, "It helps repair muscles, replenishes nutrients, and satisfies hunger," detailing the post-workout benefits. - 00:40–00:43 A woman performs crunches on a rug. This visually reinforces the fitness aspect and the idea of maintaining progress. The voiceover adds, "all without derailing your progress," directly linking the product to fitness goals. - 00:43–00:47 A close-up of a ramen bowl with noodles, carrots, and green onions. This emphasizes the visual appeal of the prepared dish. The voiceover shifts focus: "BUT LET'S TALK FLAVOR because what good is healthy food if it doesn't taste amazing?" addressing potential skepticism about healthy food's taste. - 00:47–00:52 A spoon stirs a creamy, orange broth, then a person uses chopsticks to lift noodles from a bowl, followed by a close-up of a prepared ramen bowl. This showcases the different flavors and the deliciousness. Text overlays "black garlic 'CHICKEN'" and "spicy 'BEEF'" appear, with the voiceover stating, "From black garlic chicken to spicy beef, we've got your cravings covered," highlighting flavor variety. - 00:52–00:57 A woman in a kitchen tastes immi ramen from a cup, then looks up and smiles, seemingly enjoying it. This provides a customer testimonial, emphasizing the taste and satisfaction. The voiceover says, "Each bite is a taste explosion that'll make you forget you're eating something good for you," reinforcing the deliciousness despite being healthy. - 00:57–00:59 Hands hold a block of dry immi ramen noodles, then drop them into boiling water. This shows the raw product and the simple preparation. The voiceover challenges, "Don't just take our word for it," transitioning to social proof. - 00:59–01:03 A split screen shows six different people (diverse ages, genders, ethnicities) enthusiastically eating ramen with forks or chopsticks. This provides strong visual social proof. The voiceover states, "Thousands of immi lovers are satisfying their cravings and staying on track this summer," reinforcing widespread adoption and success. - 01:03–01:07 A woman eats ramen from a bowl, then flexes her arm at the gym, followed by her doing lunges with a dumbbell. This visually connects eating immi ramen to maintaining fitness and achieving physical goals. The voiceover explains, "They're enjoying guilt-free ramen without sacrificing their hard-earned abs," directly linking the product to fitness outcomes. - 01:07–01:15 A person eats ramen with chopsticks, while a text bubble with Naomi Osaka's testimonial appears, followed by another person eating ramen with chopsticks, and a text bubble with Apolo Ohno's testimonial appears. This provides high-profile expert social proof. The voiceover highlights, "Even Olympic athletes like Naomi Osaka and Apolo Ohno trust immi to fuel their bodies without compromising their nutrition," lending significant credibility. - 01:15–01:19 A female tennis player serves on a red court, then runs across the court. This visually reinforces the high-performance athlete connection. The voiceover asks, "If it's good enough for world-class athletes, imagine what it can do for you," making the benefits relatable to the viewer. - 01:19–01:20 A hand holds a block of dry immi ramen noodles. This brings the focus back to the product itself. The voiceover states, "With immi, you really can have it all," summarizing the core value proposition. - 01:20–01:26 A spoon scoops broth, then broth is poured into a bowl of ramen, followed by a woman standing on rocks by the ocean at sunset. This visually connects the product to both deliciousness and the aspirational "summer body" lifestyle. The voiceover reiterates, "The comfort food you crave, the nutrition your body needs, and the summer body you've worked hard for," reinforcing the comprehensive benefits. - 01:26–01:29 A hand sprinkles toppings over a bowl of ramen. This emphasizes the customization and deliciousness. The voiceover concludes, "No more choosing between your goals and your taste buds," directly addressing the core conflict the product resolves. - 01:29–01:32 Hands tear open a yellow immi ramen package. This repeats the action of preparing the product, reinforcing ease of use. The voiceover advises, "This summer, don't let another craving derail your goals," providing a direct call to action and urgency. - 01:32–01:33 Dry immi ramen noodles boil in a pot. This shows the simple cooking process. - 01:33–01:35 Hands tear open a seasoning packet. This shows another step in the preparation. The voiceover warns, "Don't settle for bland diet food," contrasting immi with less appealing alternatives. - 01:35–01:36 A person eats ramen with chopsticks, looking satisfied. This reinforces the deliciousness and satisfaction. - 01:36–01:40 The immi logo appears on a black screen, followed by the full logo and a CTA. This is the brand outro, providing a clear call to action.