How IMPOSSIBREW Co. Advertises on Meta

# Ad summary This image ad for Impossibrew promotes their beer replacement drink, offering a trial deal where customers can buy eight cans and get two free. The ad highlights the product as 'The Ultimate Beer Replacement' and features a can of Impossibrew alongside a glass filled with the beverage, positioned next to a bowl of snacks. # Brand positioning Impossibrew is positioned as a modern, health-conscious alternative to traditional beer, offering a way to enjoy the social aspects of drinking without the negative effects. The brand aligns with values of health and wellness, targeting consumers who still want to participate in social drinking occasions but are looking for a better-for-you option. They seem to push against the norms of traditional alcoholic beverages by offering a functional beverage with health benefits. # Product Impossibrew is a beer replacement beverage, specifically the 'Enhancer Lager' variety. It is designed as a healthier alternative to traditional beer, allowing consumers to enjoy the social aspect of drinking without alcohol. The product comes in a 0.25 liter can and is described (on-package label text) as 'Brewed with Social Blend'. The ad suggests that this product can replace beer entirely, positioning it as a convenient and desirable option for those looking to cut back on alcohol. # Visual style The ad features a clean, well-lit studio shot with a focus on product presentation. The color palette is neutral with pops of gold and green. The image uses a flatlay style, presenting the product and associated items on a table. The typography is simple and clear, and the overall aesthetic is modern and inviting. The high production quality and deliberate arrangement of elements suggest a brand aiming for a premium, lifestyle-oriented positioning. # Hooks Headline: TRIAL OFFER: BUY 8 CANS GET 2 FREE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to enjoy the social experience of drinking without the negative effects of alcohol. # Value propositions - Trial offer: Buy 8 cans get 2 free # Benefits - The ultimate beer replacement. # Features - Beer replacement - Brewed with Social Blend - Enhancer Lager # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image promotes the product and offers a trial deal, emphasizing the brand's positioning as a provider of beer alternatives. # Storyline - The ad opens with a trial offer announcement of 'BUY 8 CANS GET 2 FREE' shown within a black banner at the top of the frame to draw attention to the promotion. This is shown from the brand's perspective, intended to grab the viewer's attention and create a sense of value and urgency. - The ad then presents the product, Impossibrew, being held in a hand, along with a glass of the drink and a bowl of snacks on a table. This is shown from the brand's perspective to give a visual representation of the product in a social setting and create an association with positive, relaxed moments. - The ad concludes with the tagline 'THE ULTIMATE BEER REPLACEMENT.' displayed in a serif font to clearly state the product's primary benefit and value proposition, offering a solution to the viewers. This is shown from the brand's perspective to reinforce the brand's mission.

# Ad summary This ad promotes IMPOSSIBREW as a cost-effective alternative to a night out, contrasting the price of their three-pack with the higher expenses and negative consequences associated with going out. # Brand positioning IMPOSSIBREW is presented as a practical, modern brand that offers a guilt-free alternative to traditional alcoholic beverages. It positions itself against the downsides of a typical night out, such as hangovers and regret, by offering a product that allows consumers to enjoy the social experience without the negative side effects. The brand promotes a lifestyle of mindful consumption and convenience, suggesting that consumers can enjoy a relaxed, social experience at home without the high costs and health impacts of traditional alcohol. # Product The featured product is IMPOSSIBREW Pale, a non-alcoholic beer designed to provide the social enjoyment of beer without the associated negative side effects. The product is presented as a cost-effective alternative to a night out, addressing the purchase barrier of high costs associated with going out. It emphasizes the absence of hangovers, lost Sundays, and regret, suggesting a guilt-free experience. The ad highlights the beer's award-winning taste by showing a "great taste" award badge, enhancing its appeal. # Visual style The ad features a clean, minimalist design with a focus on presenting information in a straightforward and easily digestible manner. The layout mimics a receipt or invoice, which is both functional and visually appealing. The color palette is simple, using a cream background with black and red text to draw attention to key details. The product placement is clean and modern, with the can and glass arranged in a way that showcases the brand and product effectively. The overall style feels contemporary and targeted towards a younger, more budget-conscious audience. # Hooks Headline: A night out costs you £40+. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the high cost of a night out (" A night out costs you £40+.") and the negative consequences such as hangovers, lost Sundays, and regret. # Value propositions - Enjoy a night in with IMPOSSIBREW for only £7.50 instead of £40+ for a night out - Enjoy a night in with IMPOSSIBREW without a hangover, lost Sunday, or regret # Benefits - Cost-effective alternative to a night out - Avoids hangovers - Avoids lost Sundays - Avoids regret # Features - IMPOSSIBREW Pale x3 - £0.00 Hangover - £0.00 Lost Sunday - £0.00 Regret # Call to action None used. # Social proof - The product has won a "great taste" award. # Point of view - Brand: The entire image is from the brand's perspective, highlighting the cost savings and benefits of choosing IMPOSSIBREW over a night out. # Storyline - The ad begins by stating that "A night out costs you £40+". This is told from the brand's perspective to establish a common pain point: the high cost of going out. - Next, the ad presents "A night in with IMPOSSIBREW:" from the brand's perspective to propose a solution. This introduces the brand as a better alternative. - The ad then lists a breakdown of costs associated with "IMPOSSIBREW Pale x3", totaling £7.50, along with "Hangover", "Lost Sunday", and "Regret", each costing £0.00. This is still from the brand's perspective and provides a direct comparison to highlight the financial and personal benefits of choosing IMPOSSIBREW. - The ad concludes with a visual of the product in a can and a glass, both showcasing the IMPOSSIBREW brand. This is from the brand's perspective and reinforces the product's availability and appeal.

# Ad summary This ad highlights a key ingredient, Ashwagandha, found in every can of Impossibrew. The ad emphasizes the adaptogen's historical use in lowering cortisol and reducing stress, positioning the drink as a functional beverage with health benefits. # Brand positioning IMPOSSIBREW positions itself as a health-conscious beverage alternative, emphasizing the functional benefits of its drinks rather than focusing solely on taste or refreshment. The brand leverages adaptogens like Ashwagandha, traditionally used to reduce stress and lower cortisol, to create a beverage that aligns with a wellness-oriented lifestyle. IMPOSSIBREW appears to ignore the norms of traditional breweries, focusing on scientific benefits and a health-driven audience. # Product IMPOSSIBREW Enhanced Pale is a beverage containing 350mg of a Social Blend, including the adaptogen Ashwagandha. Ashwagandha has been used for 3000 years to lower cortisol and reduce stress. It is presented as a functional drink that offers health benefits in every can. It's designed for individuals seeking to manage stress and improve their overall well-being through a convenient beverage format. IMPOSSIBREW attempts to overcome any purchase barriers by associating adaptogens and ancient solutions with modern convenience. The USP lies in its combination of social drinking with scientifically-backed health benefits, all in a can. # Visual style The ad features a clean and minimalistic design, with a focus on product visibility and ingredient education. The shot looks professionally photographed in a studio with soft lighting and natural color grading. The layout is simple and directly calls out the key ingredient of the product. Overall, the visual style conveys a health-conscious and modern brand aesthetic. # Hooks Headline: Ashwagandha. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high cortisol levels and stress. It presents the functional ingredient Ashwagandha as a natural way to combat stress and promote relaxation: "An adaptogen used for 3000 years to lower cortisol and reduce stress." # Value propositions - An adaptogen used for 3000 years to lower cortisol and reduce stress. In every can. - Part of the 350mg Social Blend. IMPOSSIBREW. # Benefits - Lower cortisol - Reduce stress # Features - Adaptogen - 350mg Social Blend # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout as the brand emphasizes the ingredient, product, and benefits of their drink. # Storyline - The ad opens by highlighting Ashwagandha, an adaptogen, and its use for 3000 years to lower cortisol and reduce stress. This is included to educate the viewer on the ingredients in the beverage and their benefits. The brand is sharing this information. - The ad then showcases the can of IMPOSSIBREW Enhanced Pale, alongside a glass of the beverage, and a pile of Ashwagandha root to show the functional ingredient in action. The brand shows its product and highlights what makes it unique. - The ad closes by mentioning that Ashwagandha is part of the 350mg Social Blend found in every can of IMPOSSIBREW. The brand reiterates a key selling point.

# Ad summary This ad features a tweet from a user who replaced their evening beer with an Impossibrew and has been sleeping through the night for the first time in years. # Brand positioning The brand is positioned as a healthier alternative to beer, specifically designed to promote better sleep. The brand aims to occupy a space in the consumer's mind as a functional beverage that supports relaxation and sleep quality without the negative side effects of alcohol. The brand seems to push against the norms of traditional alcoholic beverages and aligns with a health-conscious lifestyle. # Product Impossibrew is presented as a beverage that replaces the consumer's evening beer. It is implied that it promotes better sleep as the ad states the user has been "sleeping through the night for the first time in years" after swapping to Impossibrew. The product addresses the purchase barrier of poor sleep quality that alcoholic beverages may create. The ad tells the viewer that this product is worth trying because it can improve their sleep and eliminate 3 AM wake-ups. # Visual style The ad has a user-generated content (UGC) aesthetic, resembling a screenshot of a social media post. The lighting is natural, and the image quality is typical of a smartphone photo. The overall style is casual and authentic, aiming to blend in with organic content on social media feeds. # Hooks Headline: idk what they put in this but # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is waking up at 3 AM and struggling with sleep. "no 3 AM wake-ups." # Value propositions - Swap your evening beer for an Impossibrew to improve your sleep. # Benefits - sleeping through the night for the first time in years - no 3 AM wake-ups - actually dreaming again # Features - Impossibrew # Call to action None used. # Social proof - "swapped my evening beer for an Impossibrew and I'm sleeping through the night for the first time in years. no 3 AM wake-ups. actually dreaming again. pretty wild." # Point of view - Customer: The entire image is a screenshot of a tweet, putting the user's experience front and center. # Storyline - A user is sharing their experience of switching from beer to Impossibrew. The intent is to showcase the positive effects of the product on sleep quality. The audience is experiencing this beat from the customer's perspective.

# Ad summary An influencer points out the costs and inconveniences of taking pills to help with sleep and relaxation, then suggests replacing all of that with a drink from Impossibrew. # Brand positioning Impossibrew is presented as a modern, convenient alternative to traditional supplements, offering the same benefits in a more enjoyable, accessible format. The brand challenges the norm of taking multiple pills to achieve relaxation and better sleep, positioning itself as a hassle-free solution. Emphasizing convenience and enjoyment, Impossibrew aligns with a lifestyle where self-care seamlessly integrates into daily routines, rather than feeling like a chore. The brand aims to occupy a space in the consumer's mind as an innovator that merges the benefits of natural ingredients with the ease of a ready-to-drink beverage. # Product Impossibrew drinks are presented as a convenient alternative to taking multiple supplements for relaxation and better sleep. The drinks contain the same ingredients as individual supplements like ashwagandha KSM 66, L-theanine, magnesium glycinate, and B vitamins, but in a form that is more enjoyable and easier to consume. Impossibrew offers the same benefits of unwinding, sleeping better, and recovering, without the need to remember to take multiple pills every day. The drinks are available in different flavors and come in a box, and the customer can customize their own box. The advertised USPs are convenience (no pills), cost savings (less than £100), and enjoyment (a drink you actually enjoy). # Visual style The ad has a bright, modern aesthetic with a mix of studio-lit product shots and casual outdoor scenes. The editing is relatively quick, with cuts every few seconds, and occasional jump cuts. The production quality is a hybrid of polished commercial and UGC feel, supporting the tone of accessible convenience. Visual motifs include frequent close-ups of the Impossibrew cans, capsules and handwritten notes emphasizing pricing. # Hooks Spoken: 00:00–00:02: This is what it actually costs you to relax. Visual: 00:00–00:02: A man with short brown hair and a beard wearing a white t-shirt and flannel sits outside in front of Tower Bridge. He looks into the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the high cost of buying multiple supplements to unwind and sleep better. The ad copy states it costs £100 a month to get all the ingredients to unwind, sleep better, and recover. # Value propositions - Same ingredients, same benefits, in a form you actually enjoy. - No pills, way less than £100, just crack one open and you're ready to go. - Build your own box, you save up to 50% # Benefits - Helps you relax - Helps you unwind - Helps you sleep better - Helps you recover - Same ingredients, same benefits - Up to 50% savings # Features - Contains ashwagandha KSM 66 - Contains L-theanine - Contains magnesium glycinate - Contains B vitamins - Comes in a drink form - Available in different flavors - Comes in a box - Customer can build their own box # Call to action You go to the link, build your own box # Point of view - Brand 95% – The majority of the ad is told from the brand's perspective, highlighting product features, benefits, and cost savings. - Customer 5% – Short clips of customers drinking the product add a relatable element. # Storyline - 00:00–00:02 00:00–00:02: A man stands in front of Tower Bridge and states what it costs to relax. - 00:02–00:14 00:02–00:14: The ad shows the price of various supplements that help people relax. - 00:14–00:17 00:14–00:17: All the supplement pills are added to a glass container that is labeled as costing £100 a month. - 00:17–00:21 00:17–00:21: The man states that it costs £100 to get all the ingredients to unwind, sleep better, and recover. - 00:21–00:25 00:21–00:25: The man states that you also have to remember to take them every day. - 00:25–00:31 00:25–00:31: The man says that instead of taking pills, you can drink Impossibrew to get the same ingredients and same benefits. - 00:31–00:35 00:31–00:35: The man states that Impossibrew is way less than £100 and all you have to do is crack one open and you're ready to go. - 00:35–00:37 00:35–00:37: The ad flashes back to the jar of pills costing £100 per month. - 00:37–00:41 00:37–00:41: The man states that Impossibrew is hooking you up and that you can build your own box while saving up to 50%. - 00:41–00:44 00:41–00:44: The man says you get two free glasses and an athletic tee with your order. - 00:44–00:50 00:44–00:50: The man says it's time to upgrade your evenings and finally unwind with a drink you actually enjoy.

# Ad summary A man discusses how he runs 50 miles a week, but also likes to enjoy beer, and that usually alcohol impacts sleep and recovery. He stopped drinking alcohol, but not beer, and then promotes Impossibrew, which is brewed with a nootropic blend that gives the relaxed feeling without the alcohol. He says it has no impact on sleep, no dehydration, and he can confirm his recovery hasn't changed. He compares it to 0-0 beers which taste like nothing. He encourages viewers to try it and their training will thank them. # Brand positioning Impossibrew is presented as a brand that defies the norm that you must choose between training hard and enjoying a drink. The brand positions itself as a solution for individuals who want to maintain an active lifestyle without sacrificing the pleasure of enjoying a beer-like beverage. It aligns with values of balance, health, and enjoyment, aiming to provide a guilt-free option for those who prioritize both fitness and relaxation. By brewing its beverages with a nootropic blend instead of alcohol, Impossibrew positions itself against traditional alcohol brands. # Product Impossibrew is an alcohol-free beer alternative brewed with a nootropic blend that includes L-theanine, ashwagandha, and B vitamins. It aims to provide the relaxed feeling of drinking a beer without the negative impacts of alcohol, such as disrupted sleep, dehydration, and hindered recovery. This product is for those who want to enjoy the taste and relaxation associated with beer while maintaining their fitness and well-being. The ad addresses the common pain point of alcohol negatively affecting training and recovery by offering a solution that allows individuals to have a drink without compromising their performance. # Visual style The ad has a casual, UGC-style aesthetic with a mix of selfie shots, handheld camera work, and natural lighting. The editing rhythm is moderately paced with quick cuts between scenes, creating a sense of dynamism and energy. The production quality feels like a hybrid between authentic user-generated content and a polished commercial, enhancing the relatability and trustworthiness of the message. Visual motifs include running scenes, beer pouring shots, and the man interacting with the product in various settings. # Hooks Spoken: 00:00–00:02 I run 50 miles a week and I still drink beer. Text overlay: 00:00–00:02 I run 50 miles a week and I still drink beer Visual: 00:00–00:01 A man with short brown hair and a beard, wearing a blue raincoat and a black backpack, is seen from a low-angle, selfie-style shot. He is walking outside near a waterfront with buildings and a construction crane in the background under a partly cloudy sky. A sign that reads "SICKBOY" is briefly visible. / 00:01–00:02 Beer is being poured into a clear glass, creating bubbles and foam. The background is out of focus. # Funnel stage Consideration # Pain points The ad directly addresses the pain point of alcohol negatively affecting sleep and recovery: "But alcohol wrecks your sleep, kills your recovery, and makes your next session feel like hell." # Value propositions - Maintains the relaxed feeling of drinking a beer while keeping training on track - Avoids the downsides of drinking alcohol # Benefits - Relaxed feeling without the alcohol - No impact on sleep - No dehydration - Won't write off your long run because of a Friday night # Features - Nootropic blend - L-theanine - Ashwagandha - B vitamins # Call to action Try it now and your training will thank you. # Social proof - "and we tested it on over 1,000 people" - Male 1 (Creator) - "71% felt more relaxed" - On screen text overlay # Point of view - Customer 85% – Most of the ad is told from the first-person perspective of a runner who uses the product. - Brand 15% – The brand's official voice is heard when making product claims and delivering the final CTA. # Storyline - 00:00–00:02 00:00–00:02 The man introduces himself and reveals that he runs 50 miles a week and still drinks beer. This is intended to grab attention by presenting a lifestyle that seems contradictory: high-performance fitness and beer consumption. He is speaking directly to the audience from a first person point of view, setting up a personal and relatable tone. - 00:02–00:05 00:02–00:05 The man states that everyone thinks you have to choose between training hard and enjoying a drink. He is setting up the problem that his product is addressing, and is speaking from the audience's perspective in order to create relatable common ground. - 00:05–00:09 00:05–00:09 He continues by explaining that alcohol wrecks your sleep, kills your recovery, and makes your next session feel like hell. This emphasizes the negative consequences of alcohol consumption, thus building a pain point. He continues to address the audience directly in order to build trust and connection. - 00:09–00:12 00:09–00:12 The man explains that he stopped drinking alcohol, but didn't stop drinking beer, creating intrigue. He is speaking from a first-person point of view to show that he has solved the problem he's discussing. The tone is curious and surprising. - 00:12–00:18 00:12–00:18 He introduces Impossibrew as being brewed with a nootropic blend, listing several ingredients, and says that it gives you that relaxed feeling without the alcohol. This introduces the solution and speaks from a first-person point of view, continuing to build credibility. - 00:18–00:23 00:18–00:23 He continues to share the benefits of Impossibrew, stating that it has no impact on sleep, no dehydration, and won't ruin your long run. This reinforces the solution to the problem he previously established. The tone is informative and slightly persuasive. - 00:23–00:25 00:23–00:25 He mentions that Impossibrew was tested on over 1,000 people, using social proof. The visual of him interviewing people on the street is intended to feel genuine and authentic. - 00:25–00:27 00:25–00:27 He shares the result that 71% felt more relaxed, and then adds that he can confirm his recovery hasn't changed. This builds credibility using customer feedback and his own personal experience. - 00:27–00:34 00:27–00:34 The man states that big alcohol has been selling 0-0 beers that taste like nothing and do nothing, contrasting it to Impossibrew. He is attempting to position Impossibrew as a superior alternative, and is speaking directly to the audience to build connection and trust. - 00:34–00:38 00:34–00:38 He concludes by saying that Impossibrew is different and can't be copied, encouraging viewers to try it and their training will thank them. This is a final call to action, spoken from the brand's point of view.

# Ad summary A man describes how he tried a new beer that relaxes you without the alcohol. He explains that it has ashwaganda, hops, B vitamins, and stuff that actually does something. He says it tastes like a proper lager, and it feels like a proper wind down, but you wake up feeling completely fresh. He states that it's weird, but he is into it. He asks the viewers to click the link to see what the hype is about. # Brand positioning Impossibrew is presented as a revolutionary alternative to traditional alcoholic beverages, explicitly offering a product that provides relaxation without the drawbacks of alcohol. It positions itself as a healthier, functional choice, incorporating ingredients like ashwagandha, hops, and B vitamins, suggesting a focus on wellness and positive effects. By emphasizing that it tastes like proper lager but leaves you feeling fresh upon waking, Impossibrew challenges norms around social drinking and promotes a lifestyle where consumers can enjoy the ritual of having a beer without compromising their well-being or productivity. The brand seeks to occupy a space in the market that values both enjoyment and functional benefits, appealing to those who want to indulge without the negative side effects of alcohol. # Product Impossibrew is presented as a non-alcoholic beer alternative designed to deliver the relaxation benefits of traditional beer without the alcohol content. It contains functional ingredients such as ashwagandha, hops, and B vitamins. It is designed to taste like proper lager and provide a similar wind-down experience. The ad addresses the pain point of waking up feeling bad after drinking alcohol by offering a solution that allows consumers to feel completely fresh the next day. The product aims to provide the taste and relaxation of beer with added health benefits, appealing to those seeking a healthier alternative to alcoholic beverages. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple transitions. The editing is fairly quick, keeping the pace moving to maintain interest. It incorporates a mix of close-up shots and wider angles to show both the product details and the person's reactions. This approach aims to feel authentic and relatable. # Hooks Spoken: Male 1: [Enthusiastic] Everyone keeps talking about this beer that relaxes you without the alcohol. Text overlay: everyone keeps talking / about this beer / that relaxes you / without the / alcohol Visual: 00:00–00:01: A man with dark hair and glasses, wearing a white t-shirt with "IMPOSSIBREW" printed on it, pulls a tap handle to pour a light golden-colored beer with a foamy head into a clear plastic cup. The tap is white with "IMPOSSIBREW" printed down the front. The background is blurry. / 00:01–00:03: An overhead shot of a beer sticker with a red "X" on a black background. # Funnel stage Consideration # Pain points The ad addresses the pain point of waking up feeling bad after drinking alcohol. # Value propositions - Relaxation without the alcohol: Offers the relaxing experience of beer without the negative effects of alcohol. - Functional ingredients: Contains ashwagandha, hops, and B vitamins, providing additional health benefits. # Benefits - Relaxes you - Tastes like proper lager - Feels like a proper wind down - Wake up feeling completely fresh # Features - Ashwagandha - Hops - B vitamins # Call to action Click the link to see what the hype's about. # Social proof - "Everyone keeps talking about this beer that relaxes you without the alcohol" – Male 1 (Customer) - "It's weird but I'm so into it" – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:02 Everyone keeps talking about this beer that relaxes you without the alcohol. - 00:00–00:02 The ad begins with a question about the beer that relaxes you without the alcohol. This is designed to grab the audience's attention by referencing a beer that has relaxing qualities. The speaker conveys curiosity about the relaxing qualities of this beer. - 00:02–00:04 So I had to try it for myself. - 00:02–00:04 The speaker then decides to try it himself, expressing a personal investment in evaluating the beer. This moment builds anticipation and positions the speaker as a relatable tester. The speaker is conveying that he had to try this beer due to the beer having relaxing qualities. - 00:04–00:07 It's got ashwaganda, hops, B vitamins, stuff that actually does something. - 00:04–00:07 The speaker lists ingredients emphasizing that they're functional and beneficial, providing a rational basis for the beer's effects. The speaker is promoting the health benefits of this beer. - 00:08–00:10 Tastes like proper lager and it feels like a proper wind down too. - 00:08–00:10 The speaker highlights the enjoyable qualities of the beer, comparing it to traditional lager and emphasizing its relaxing effect. The speaker is promoting the taste and relaxing qualities of this beer. - 00:10–00:13 But you wake up feeling completely fresh. - 00:10–00:13 The speaker concludes by emphasizing the positive outcome of drinking the beer, contrasting it with the negative aftereffects of alcohol. The speaker is promoting the refreshing qualities of this beer. - 00:13–00:15 It's weird but I'm so into it. - 00:13–00:15 The speaker then admits it's weird but he is into it. This moment reinforces the positive experience and creates intrigue. The speaker is promoting his fondness of this beer. - 00:15–00:17 Click the link to see what the hype's about. - 00:15–00:17 Finally, the speaker encourages the audience to click the link to learn more, driving engagement and curiosity. The speaker is building curiosity about this beer.

# Ad summary A person stops random people in the street to ask them to pronounce the name of a non-alcoholic beer. The person then gives them the drink to enjoy. # Brand positioning The brand is presented as a non-alcoholic beer that is hard to pronounce. The brand seems fun and approachable as the person is having a laugh with the people they're interviewing. # Product The product is Impossibrew, a non-alcoholic award-winning beer that has 62% less calories than a normal beer. The product is intended for the general public. The advertisement focuses on the difficulty people have in pronouncing the name of the product. # Visual style The ad has a UGC feel due to the selfie camera style and the quick cuts. The production quality is high and the audio is very clear. The ad is fast paced and is timed to a background music track. # Hooks Spoken: 00:00–00:01 I need you to pronounce the name on this can. Text overlay: 00:00–00:01 I need you to pronounce / 00:01–00:01 the name on this can. Visual: 00:00–00:01 A person stands on a busy street holding a white can that says 'IMPOSSIBrew'. They are holding it up to the camera in a selfie style as people walk past. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The drink is award winning, suggesting that it is high quality and tasty. # Benefits - A drink with less calories than normal beer. # Features - Award winning non-alcoholic drink. - 62% less calories than a normal beer. # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – Interviewees are presented as typical consumers reacting to the drink and brand. - Brand 20% – The presenter is the official voice of the brand. # Storyline - 00:00–00:01 A person on the street holds a can of Impossibrew and asks people to pronounce the name of the drink. - 00:01–00:22 00:01–00:22 A number of people are stopped in the street and asked to pronounce the drink. Some find the name hard to pronounce. A person in the street mentions that the drink is like that song by Travis Scott called 'Impossible'. - 00:22–00:32 00:22–00:32 A person pronounces the drink correctly and then asks what it is. The presenter tells them that it is a non-alcoholic award-winning drink that has 62% less calories than a normal beer. The person asks if they can take it and the presenter says yes and to enjoy it.

# Ad summary This ad promotes a non-alcoholic beverage called "Impossibrew" as a healthier alternative to alcohol. The ad features a series of quick cuts showing diverse people in social settings enjoying the drink. The ad emphasizes the drink's ability to provide a relaxed feeling without the negative side effects of alcohol, such as hangovers. # Brand positioning Impossibrew is presented as a modern, health-conscious alternative to traditional alcoholic beverages. The brand aims to occupy a space in the consumer's mind as a guilt-free way to enjoy social occasions without the negative side effects of alcohol. The brand aligns with values of health, wellness, and social enjoyment, pushing against the norms of alcohol consumption by offering a zero-alcohol option that still provides a relaxed feeling. The brand positioning is both functional, highlighting the nootropics and zero alcohol content, and emotional, promising a relaxed feeling without hangovers. # Product Impossibrew is a zero-alcohol beverage designed to provide a relaxed feeling without the negative side effects of alcohol. It is marketed as a healthier alternative to alcoholic drinks, containing nootropics instead of booze. The product is for adults who enjoy social drinking but want to avoid hangovers and the harmful effects of alcohol. The ad highlights the USP of enjoying Friday nights without Saturday hangovers. The use occasion is social gatherings, parties, and casual hangouts. The ad addresses the purchase barrier of health concerns associated with alcohol consumption by offering a zero-alcohol alternative. # Visual style The ad has a modern and upbeat aesthetic, with quick cuts and diverse visuals. The production quality is polished, giving it a commercial feel. The pacing is fast, with cuts timed to the music beats, creating an energetic rhythm. # Hooks Spoken: It's ZERO alcohol but it still gives you that relaxed feeling. Nootropics, not booze. Same Friday nights. No Saturday hangovers. Text overlay: It's ZERO alcohol but it still gives you that relaxed feeling. Nootropics, not booze. Same Friday nights. No Saturday hangovers. Visual: 00:00–00:01: A man in a blue suit sits in a chair against a dark brick wall. He is holding a pen and writing on a notepad. The lighting is dim, creating a serious and professional atmosphere. / 00:01–00:03: Close-up shot of a clear glass being filled with a golden liquid. The background is blurred, focusing attention on the drink. The lighting is warm, suggesting a refreshing and inviting beverage. / 00:03–00:04: A young woman with blonde hair and light makeup is shown from the chest up, drinking from a glass. She is wearing a patterned top. The camera is close, capturing her expression as she enjoys the drink. / 00:04–00:05: An older woman with short blonde hair and blue eyes is shown from the chest up, drinking from a glass. She is wearing a red jacket and a necklace. The camera is close, focusing on her face as she drinks. / 00:05–00:07: A man with short brown hair and a beard walks through a crowded outdoor event, holding a can of Impossibrew. He is wearing a white t-shirt and khaki shorts. Other people are visible in the background, enjoying the event. The lighting is bright, indicating a sunny day. / 00:07–00:09: Two men stand in a park. One man is holding a can of Impossibrew and wearing sunglasses and a brown jacket. The other man is wearing a hat and a colorful jacket. Trees and green grass are visible in the background. The lighting is natural, suggesting an outdoor setting. / 00:09–00:11: An older woman with short blonde hair and blue eyes is shown from the chest up, drinking from a glass. She is wearing a red jacket and a ring. The camera is close, focusing on her face as she drinks. / 00:11–00:13: A person wearing a gray puffer jacket and gray sweatpants walks towards a door, carrying a box. The background shows a residential area. The lighting is natural, suggesting a delivery scene. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of experiencing hangovers after a night of drinking. "No Saturday hangovers." # Value propositions - Enjoy the same Friday nights without the Saturday hangovers, thanks to the zero alcohol and nootropic ingredients. # Benefits - Relaxed feeling - Same Friday nights - No Saturday hangovers # Features - ZERO alcohol - Nootropics # Call to action None used. # Social proof - None used. # Point of view - Customer 90% – The ad primarily shows customers enjoying the product in various social settings, giving the impression of real-life use and satisfaction. - Brand 10% – The brand's voice is present through the text overlay that highlights the product's key features and benefits. # Storyline - 00:00–00:01 The ad opens with a man in a suit sitting down and writing on a notepad. - 00:01–00:03 The scene transitions to a close-up of a glass being filled with a golden liquid, presumably Impossibrew. - 00:03–00:04 A woman is shown drinking from a glass, implying she is enjoying the beverage. - 00:04–00:05 An older woman is shown drinking from a glass, reinforcing the idea that the beverage is for people of all ages. - 00:05–00:07 The scene cuts to a man walking through a crowded outdoor event, holding a can of Impossibrew, suggesting it's suitable for social gatherings. - 00:07–00:09 Two men are shown standing in a park, one holding a can of Impossibrew, indicating a casual, outdoor setting. - 00:09–00:11 The older woman is shown again, drinking from a glass, reinforcing the enjoyment of the beverage. - 00:11–00:13 A person is shown receiving a package at their doorstep, implying the product can be delivered to your home.

# Ad summary The ad promotes Impossibrew, a non-alcoholic beer alternative that offers optimized recovery by adding L-Theanine, Ashwagandha and Magnesium. # Brand positioning Impossibrew is positioned as a forward-thinking beverage company focused on wellness and mindful consumption. They aim to occupy a space in the consumer's mind as a lifestyle brand that provides a better non-alcoholic beer that promotes optimized recovery through beneficial ingredients. The brand pushes against the traditional association of beer with only taste, suggesting a broader wellness offering that goes beyond just a pleasant flavor. The brand's positioning is both functional, emphasizing recovery benefits, and lifestyle-oriented, appealing to health-conscious consumers seeking a non-alcoholic beverage that can be enjoyed. # Product Impossibrew is a non-alcoholic beer alternative containing 0.5% ABV that offers optimized recovery. The product is formulated with L-Theanine, Ashwagandha, and Magnesium. It is intended for individuals looking for a non-alcoholic beer option that goes beyond traditional offerings and supports overall well-being. It's the only AF beer that offers more than taste. The ad is telling the viewer that this product offers a unique alternative in the non-alcoholic beer market, promoting the idea that it not only tastes good but also contributes to recovery and well-being. # Visual style The ad has a highly polished, studio-shot aesthetic with natural lighting and a clean presentation. The visual motifs include a focus on the product and its usage, complemented by lifestyle elements such as the modern kitchen setting. The image treatment involves subtle color grading to enhance the natural tones and create a clean, inviting atmosphere. The typography is integrated with a large and bold headline that catches the eye, while supporting text is clean and legible. The style aims to convey a sense of premium quality and trustworthiness, contrasting with a more lo-fi or disruptive style that might sacrifice clarity. # Hooks Headline: Optimised recovery # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for a beer alternative that is non-alcoholic while still delivering benefits that extend beyond flavor, suggesting a frustration with existing options that do not offer added health or wellness advantages. # Value propositions - The only AF beer that offers more than taste. # Benefits - Offers more than taste # Features - 0.5% ABV - L-Theanine - Ashwagandha - Magnesium # Call to action Order Now # Social proof - None used. # Point of view - Brand: Used throughout the entire image. It highlights the brand name, core message, product ingredients, and a call to action to promote the product and its benefits. # Storyline - The ad begins with a man pouring Impossibrew into a glass, visually showcasing the product and its moment of use. This is intended to introduce the product and capture the viewer's attention by demonstrating how it is consumed from the perspective of the product user. - The storyline progresses by highlighting the core message: "Optimised recovery" and emphasizes that the product is the only AF beer that offers more than taste. This communicates the product's key benefits and unique selling proposition, directly informing the consumer about its value from the brand's perspective. - The ad concludes by mentioning three key ingredients—L-Theanine, Ashwagandha, and Magnesium—reinforcing the product's value and the benefits of these ingredients. The ad includes an "Order Now" button at the bottom of the image. This informs the audience of its formulation and encourages immediate purchase from the brand's perspective.

# Ad summary This ad uses the AirDrop interface to offer the viewer a discount on Impossibrew. # Brand positioning Impossibrew is presented as a modern beverage brand, offering a lager. The AirDrop interface suggests a tech-savvy and contemporary approach, differentiating it from traditional beer brands. The offer of a free glass along with a discount implies a focus on enhancing the consumer's drinking experience. # Product The product is Impossibrew lager, packaged in a white aluminum can with black and gold text. The (on-package label text) 'IMPOSSIBREW Lager' is prominently displayed on the can. The can is held by two people, indicating a transaction or offering. The ad emphasizes a special offer of £17 off and a free glass, which serves as a strong incentive for trying or purchasing the product. The visual presentation within the AirDrop interface aims to make the offer feel exclusive and immediate. # Visual style The ad has a platform-native look, mimicking the AirDrop interface on Apple devices. The production quality is clean, with blurred background elements to focus attention on the central AirDrop offer. The image treatment includes a slight blurring effect in the background to emphasize the foreground elements. The typography is integrated into the AirDrop interface, maintaining a simple and legible style. # Hooks Headline: Airdrop # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the barrier of cost associated with trying a new beverage, and offers an incentive to encourage a first purchase. # Value propositions - Discount on Impossibrew lager - Free glass with purchase - Convenient and exclusive offer through an AirDrop-like interface # Benefits - £17 off - A free glass # Features - Lager # Call to action Accept # Social proof - None used. # Point of view - Customer: The AirDrop interface is from the perspective of someone receiving the offer on their Apple device. # Storyline - The ad starts with an AirDrop notification, imitating the interface of Apple devices. This aims to grab the viewer's attention by presenting the ad in a familiar, tech-oriented context, as seen from the customer's perspective. - Impossibrew extends an offer of "£17 off AND a free glass." The brand is telling the story here, explicitly incentivizing the viewer to accept the offer, with a value proposition that lowers the barrier to purchase. - A visual exchange of the Impossibrew can between two people confirms that the offer can be claimed by the viewer, which encourages the viewer to make a purchase. - The interface includes 'Decline' and 'Accept' buttons, prompting the user to make a choice. This creates a sense of immediacy and interaction, encouraging the viewer to engage directly with the ad and accept the offer.

# Ad summary This ad promotes Impossible Brew, a beer that allows you to lose weight while drinking it. The ad features a man walking outside and stating that he lost 8kg in 8 weeks while still drinking beer. The ad then shows various people drinking the beer. # Brand positioning Impossible Brew is presented as a revolutionary brand that defies traditional diet norms by offering a beer that allows consumers to lose weight without sacrificing their favorite alcoholic beverage. The brand positions itself as a solution for those who want to enjoy a social lifestyle while achieving their weight loss goals. It aligns with a fun, carefree lifestyle, pushing against the restrictive behaviors associated with dieting. The brand's positioning is both functional, offering weight loss, and emotional, providing freedom and enjoyment. # Product Impossible Brew is a beer designed to help people lose weight while still enjoying alcoholic beverages. The ad highlights that users can drop 8kg in 8 weeks without thinking about a diet. The product is for individuals who want to maintain a social lifestyle and enjoy beer without the guilt or weight gain typically associated with it. The USP is its ability to facilitate weight loss while still allowing the consumption of beer. The ad shows people drinking the beer in various social settings, suggesting it can be enjoyed at any time. The ad addresses the purchase barrier of dieting restrictions by offering a product that fits into a normal, enjoyable lifestyle. # Visual style The ad has a casual, UGC-style aesthetic with quick cuts and a handheld camera feel. The production quality is a mix of polished and raw, giving it an authentic vibe. The pacing is fast, with cuts timed to the music beats, creating a dynamic and engaging viewing experience. # Hooks Spoken: It's expensive but I dropped 8kg in 8 weeks and I'm still drinking beer without thinking about a diet Text overlay: It's expensive but I dropped 8kg in 8 weeks and I'm still drinking beer without thinking about a diet Visual: 00:00–00:01: A man with fair skin and brown hair, wearing a blue long-sleeve shirt and black shorts, walks on a paved path in a park. The background includes green grass, trees, and a person walking in the distance. The camera follows him from the side. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the difficulty of losing weight while still enjoying a social lifestyle that includes drinking beer. "It's expensive but I dropped 8kg in 8 weeks and I'm still drinking beer without thinking about a diet" # Value propositions - Lose weight while still drinking beer - Drop 8kg in 8 weeks without thinking about a diet # Benefits - Weight loss without dieting - Enjoy beer without guilt # Features - Allows you to drop 8kg in 8 weeks - Still drinking beer # Call to action None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer who has used the product and is sharing their experience. # Storyline - 00:00–00:01 A man walks outside and states that he lost 8kg in 8 weeks while still drinking beer. - 00:01–00:03 The ad shows a close-up of a glass of beer. - 00:03–00:13 The ad shows various people drinking the beer.

# Ad summary A man who used to suffer from headaches and a lack of energy after drinking on the weekends explains how he no longer has those issues after finding the alcohol alternative, Impossibrew. He claims Impossibrew offers the same feeling as the second beer without the feeling of the third, fourth, and fifth. # Brand positioning Impossibrew is presented as a beer alternative with a focus on health and wellness. The brand offers a functional beverage that allows consumers to enjoy the taste and feeling of beer without the negative side effects of alcohol. It emphasizes its unique blend of plants, L-theanine, ashwagandha, and B vitamins, positioning itself as a healthier, more functional choice that 'big alcohol' can't replicate due to its patent-pending status. The brand aligns with a lifestyle that values relaxation and enjoyment without compromising well-being. # Product Impossibrew is described as a beer alternative brewed with a blend of plants, L-theanine, ashwagandha, and B vitamins. These ingredients are intended to make the drinker feel relaxed without the negative effects of alcohol. The product is designed for those who enjoy the feeling of having a beer but want to avoid headaches, zero energy, and writing off half a weekend, or 'that second beer feeling without the third, fourth, and fifth'. The brand addresses the purchase barrier of existing non-alcoholic beers tasting like water and not providing the desired sensation by stating that 71% of 1000 people tested felt more relaxed, and 87% drank less alcohol overall. # Visual style The ad has a mixed aesthetic, blending user-generated content (UGC) with polished commercial elements. The primary speaker is shot in a simple, direct-to-camera style with a casual tone, lending a relatable feel. The editing includes quick cuts and transitions to product shots and user testimonials. The pacing is brisk, maintaining attention with frequent visual changes and timed audio-visual syncs. The production quality is a hybrid, combining the authenticity of UGC with the clarity of commercial production. # Hooks Spoken: 00:00–00:03: I haven't had a hangover in eight months, and I still drink every weekend. Text overlay: 00:00–00:01: I haven't had (in caption box) / 00:01–00:03: in 8 months (in caption box) / 00:02–00:03: and I still drink (in caption box) / 00:02–00:03: every weekend (in caption box) Visual: 00:00–00:01: The shot features a man with fair skin, a beard, and brown hair, wearing a light-colored hoodie and a black baseball cap. He is talking directly to the camera while holding a small microphone. The background is a light-colored wall. / 00:01–00:03: Beer is being poured into a glass. The beer is light gold in color, and there is a white foamy head. The background is blurred, but green foliage can be seen. # Funnel stage Consideration # Pain points The ad highlights the frustration of hangovers and the negative impact they have on weekends. 'Headache, zero energy, and writing off half a weekend' is used to illustrate the discomfort and lost productivity associated with drinking. # Value propositions - Alcohol alternative that provides relaxation and enjoyment - Healthier option that avoids the negative side effects of alcohol - Patent-pending formula means big alcohol can't copy - Retains the taste of beer # Benefits - Everything that you need to make you feel relaxed - Not drunk, just good - That second beer feeling without the third, fourth, and fifth - Your Sundays will thank you # Features - Brewed with a blend of plants - L-theanine - Ashwagandha - B vitamins # Call to action Try it on the website # Social proof - 71% said they felt more relaxed - 87% drank less alcohol overall # Point of view - Customer 80% – The majority of the ad features a person who is purportedly a customer sharing his experience. - Brand 20% – The brand is also represented by showing on-screen data, displayed text overlays, and showcasing the product. # Storyline - 00:00–00:03 00:00–00:03: The ad begins with a man talking to the camera, stating that he hasn't had a hangover in eight months but still drinks every weekend. This is intended to grab the viewer's attention by suggesting a solution to the problem of hangovers while still enjoying alcoholic beverages, immediately creating curiosity. - 00:03–00:15 00:03–00:15: The man explains he used to love a few beers on a Friday, but the problem was the Saturday that followed with a headache, zero energy, and writing off half a weekend. He then says he tried alcohol-free beer, but it tasted like water and gave him nothing. He is speaking directly to the camera, and the viewer is experiencing the story from his perspective. The tone is conversational and relatable. - 00:15–00:24 00:15–00:24: As a continuation of the previous moment, the man shares that he then found Impossibrew. He states it's brewed with a blend of plants, L-theanine, ashwagandha, and B vitamins – everything you need to make you feel relaxed. - 00:24–00:30 00:24–00:30: The man continues, stating, 'You know, not drunk, just good. That second beer feeling without the third, fourth, and fifth'. He shares that Impossibrew was tested on over 1,000 people. This builds on the previous statement by explaining the sensations the drinker will experience and adding data to demonstrate that the beverage is well-received. - 00:30–00:36 00:30–00:36: The ad cuts to other individuals, highlighting the data from the testing of 1,000 people, with 71% saying they felt more relaxed, and 87% drinking less alcohol overall. This is intended to add credibility by showcasing the drink being consumed by other people. - 00:36–00:46 00:36–00:46: The man returns to the screen to wrap up the ad, stating, 'Now I get the Friday feeling and the Saturday morning, and the best part? Big alcohol can't copy this because it's still patent pending'. He ends with, 'Try it on the website. Your Sundays will thank you.' This ends the story with excitement about the benefits of Impossibrew and a call to action.

# Ad summary A man talks about his experience with Impossibrew, a zero-alcohol beer. He discusses how it allows him to relax without making him drowsy. # Brand positioning Impossibrew is positioned as a non-alcoholic beer brand that aims to provide the benefits of alcohol without the negative side effects. The brand targets people who want to unwind and relax without feeling drowsy or foggy. It challenges the norm of alcoholic beverages by offering a healthier alternative that still delivers a calming effect. The brand aligns with a lifestyle that values well-being, relaxation, and socializing without compromising health. # Product Impossibrew is a non-alcoholic beer that provides a calming and relaxing effect without the drowsiness or fogginess associated with alcohol. The product promises to deliver the benefits of alcohol, such as relaxation and stress relief, without the negative side effects. The ad showcases the product as a refreshing and enjoyable alternative to traditional alcoholic beverages, perfect for social situations or unwinding at home. Impossibrew addresses the barrier of wanting to relax without the negative impacts of alcohol. # Visual style The ad has a mixed aesthetic, combining UGC-style footage with more polished shots. The editing style includes quick cuts to maintain a fast pace and keep viewers engaged. The production quality varies, with some shots looking more casual and others appearing professionally lit. The ad uses a mix of indoor and outdoor settings, creating a dynamic visual experience. The pacing is relatively fast, with cuts timed to match the rhythm of the voiceover. # Hooks Spoken: 00:00–00:06 Here's the best drink I've had this year had zero alcohol, it actually does something to you. Text overlay: 00:00–00:01 Here's the / 00:01–00:03 the best drink / 00:02–00:03 this year / 00:03–00:04 had zero alcohol / 00:04–00:05 it actually / 00:04–00:06 does something / 00:05–00:06 to you Visual: 00:00–00:01 The shot is taken from a low angle, showing a man with short brown hair and a beard, wearing a blue jacket and a black backpack. He is standing outside on a wet, paved surface with buildings in the background. The camera is slightly shaky. / 00:01–00:03 The shot shows beer being poured into a glass, creating bubbles and foam. The background is blurred green foliage. The lighting is bright and natural. / 00:03–00:04 The shot is a medium shot of a man sitting on a white couch in front of a window. He is wearing a white polo shirt and black shorts and is drinking from a white and black can labeled "IMPOSSIBREW." A green leafy plant is visible next to the window. / 00:04–00:05 The shot shows a man with short brown hair and a beard, wearing a white polo shirt, holding a can of "IMPOSSIBREW" and smiling. He is sitting on a white couch in front of a window with a green leafy plant beside the window. / 00:05–00:06 The shot shows a man with short brown hair and a beard, wearing a white polo shirt and black shorts, sitting on a white couch in front of a black laptop. He is holding a can of "IMPOSSIBREW" in his hand. # Funnel stage Consideration # Pain points The ad addresses the desire for the relaxing effects of alcohol without the associated drowsiness or fogginess. The man says, "It's what I always wish alcohol did, without all the stuff I wish it didn't." # Value propositions - Relaxation without the negative effects of alcohol. # Benefits - You feel calmer - More relaxed - Without feeling drowsy or foggy # Features - Zero alcohol # Call to action Try something different # Social proof - "I didn't believe it either, but impossibrew actually delivers on the promise" – Male 1 (Customer) # Point of view - Customer 100% – Ad is told entirely from the perspective of a customer, sharing his experience with the product. # Storyline - 00:00–00:01 00:00–00:01 The creator states he's found the best drink of the year. This aims to pique the audience's interest by setting up an unexpected reveal. Told from the creator's perspective, the tone is enthusiastic and anticipatory, suggesting he's discovered something special. - 00:01–00:05 00:01–00:05 The creator reveals the best drink of the year is zero-alcohol and it actually does something to you. This moment is intended to introduce the core benefit of Impossibrew: relaxation without alcohol. The tone shifts to intrigue and curiosity as the audience wonders what the 'something' is. The creator is speaking from a personal perspective, sharing his genuine surprise and satisfaction. - 00:05–00:08 00:05–00:08 The creator admits he was initially skeptical, but Impossibrew delivers on its promise. This aims to build trust and credibility by acknowledging initial doubt, making the endorsement more believable. The creator is sharing his personal experience, suggesting relatability and honesty. The tone is conversational and reassuring. - 00:08–00:12 00:08–00:12 The creator states that Impossibrew makes you feel calmer and more relaxed without feeling drowsy or foggy. This aims to highlight the key benefits of the product and differentiate it from alcohol. The creator is speaking from a personal perspective, sharing his genuine surprise and satisfaction. - 00:12–00:16 00:12–00:16 The creator states that Impossibrew is what he always wished alcohol did, without all the stuff he wishes it didn't. This directly addresses the desire for alcohol's effects without the drawbacks. The creator is speaking from a personal perspective, sharing his genuine surprise and satisfaction. - 00:16–00:17 00:16–00:17 The creator ends with a call to action to try something different. This is intended to prompt the audience to explore the product for themselves. The creator is speaking from a personal perspective, sharing his genuine surprise and satisfaction.

# Ad summary This ad features a man who talks about how he used to have to choose between socializing and his 5:00 a.m. alarm until he found Impossibrew. He says that Impossibrew lets him have a proper cold one with the lads, feel that relaxation hit, and wake up completely fresh, with no grogginess, skipped sessions, or excuses. He explains that if you're serious about your training but miss having a drink to unwind, Impossibrew is the solution. # Brand positioning Impossibrew is presented as a beverage brand that caters to individuals who are serious about their training and fitness goals, yet still enjoy the occasional social drink. The brand positions itself as a solution to the conflict between maintaining a healthy lifestyle and unwinding with friends over a beer. It occupies a unique space in the market by offering a product that allows customers to balance their fitness commitments with their social lives. Impossibrew promotes a lifestyle where one doesn't have to sacrifice social enjoyment for fitness, thus appealing to those who value both aspects of their lives. It pushes against the norm that alcohol consumption inevitably leads to negative health consequences like grogginess or skipped workouts, suggesting a functional benefit of relaxation without the usual drawbacks. # Product Impossibrew is presented as a beverage that allows individuals to enjoy the experience of drinking a 'proper cold one with the lads' and feeling a 'relaxation hit' without the negative side effects typically associated with alcohol, such as grogginess or hindering fitness routines. It is for those who are serious about their training and miss having a drink to unwind. The product aims to eliminate the choice between socializing and maintaining a fitness-oriented lifestyle, enabling users to wake up completely fresh with no grogginess, ensuring no skipped sessions or excuses when it comes to their training. It's depicted as a way to unwind without compromising one's commitment to health and fitness. # Visual style The ad has a casual, UGC-style aesthetic. The editing includes quick cuts between shots to maintain a fast pace. The production quality is a hybrid, with some shots appearing more polished and others having a raw, handheld feel. The visual motifs include the man drinking Impossibrew in different social settings and engaging in fitness activities. The pacing is fairly consistent, with a moderate cut-per-minute rate to keep the energy up. Product actions are loosely timed to the voiceover, emphasizing key benefits. # Hooks Spoken: 00:00–00:02 Male 1: I used to have to choose between socialising and my 5:00 AM alarm. Text overlay: 00:02–00:03 5:00 AM Visual: 00:00–00:02 Close-up shot of a man's face while he is in a dark bar, drinking from a plastic cup. The background is dark with a silver patterned wall. He has short brown hair, a beard, and is wearing a grey hoodie under a black jacket. The camera is at eye level and slightly shaky. The lighting is dim. The man looks directly at the camera. / 00:02–00:03 The camera shows a man lying in bed at 5:00 a.m., with the time displayed as text overlay. He has short brown hair and is under a grey duvet in a bedroom with white walls. There is a window to the left and a shelf above the bed. The camera is stationary and positioned at the foot of the bed. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The central frustration is the struggle between wanting to socialize and enjoy a drink versus maintaining a strict fitness routine. "I used to have to choose between socializing and my 5:00 AM alarm." # Value propositions - Balance social life with fitness goals: "I used to have to choose between socialising and my 5:00 AM alarm. Now I don't." - Enjoy relaxation without negative consequences: "Impossibrew lets me have that proper cold one with the lads, feel that relaxation hit, but wake up completely fresh." - Maintain fitness routine consistently: "No grogginess, no skipped sessions, no excuses." - If you're serious about your training but miss having a drink to unwind, this is it. # Benefits - Lets you have that proper cold one with the lads - Lets you feel that relaxation hit - Wake up completely fresh - No grogginess - No skipped sessions - No excuses # Features - Allows you to have a proper cold one with the lads - Allows you to feel that relaxation hit - Wake up completely fresh - No grogginess - No skipped sessions - No excuses # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a man who uses and benefits from the product, and speaks directly to the camera. # Storyline - 00:00–00:02 00:00–00:02 - 00:00–00:02 The ad opens with the man drinking from a glass and reflecting on a past challenge where he had to choose between going out and waking up for his 5:00 a.m. alarm. The message is that he previously struggled with balancing his social life with his fitness goals. This is told from the man's perspective, creating a relatable point of conflict. The tone is confessional. - 00:02–00:03 00:02–00:03 - 00:02–00:03 Transitioning from a shot of him sleeping to a shot of him outdoors, the man says "now I don't", suggesting he found a solution. The message shifts to a resolution, implying that he no longer faces the earlier conflict. This is still from his perspective, with a shift in tone to be more confident. - 00:03–00:09 00:03–00:09 - 00:03–00:09 The man says, "Impossibrew lets me have that proper cold one with the lads, feel that relaxation hit, but wake up completely fresh." The ad highlights the product's unique value proposition. This is from the man's perspective, emphasizing the personal benefits he experiences with the product. The tone is enthusiastic and persuasive. - 00:09–00:12 00:09–00:12 - 00:09–00:12 Showing active clips of the man, he states: "No grogginess, no skipped sessions, no excuses." The ad reinforces the product's benefits by showing him maintaining his active lifestyle, even after drinking. This reinforces the personal perspective and the product's efficacy. The tone is motivational and reassuring. - 00:12–00:15 00:12–00:15 - 00:12–00:15 Addressing the audience, the man says: "If you're serious about your training but miss having a drink to unwind, this is it." The ad provides a final solution, re-framing the product as the ultimate answer for those with the aforementioned conflict. The perspective shifts to a direct address to the potential customer, creating a personal connection and the tone is reassuring and conclusive.

# Ad summary This ad promotes Impossible Brew, a non-alcoholic beer alternative, featuring testimonials from people trying the product. The ad highlights its benefits such as relaxation without regret and the ritual without the hangover, positioning it as a healthier alternative to traditional alcohol. # Brand positioning Impossible Brew is positioned as a forward-thinking brand that is redefining the beer category by offering a non-alcoholic alternative. Rather than trying to mimic alcohol, Impossible Brew aims to be better than alcohol, providing relaxation without the negative side effects like regret or hangovers. The brand promotes a lifestyle that enjoys the social rituals associated with drinking beer but without the drawbacks. This positions the brand as innovative, health-conscious, and aligned with consumers who are seeking better-for-you options without sacrificing enjoyment. # Product Impossible Brew is a non-alcoholic beer alternative designed to provide the same relaxation and social experience as traditional beer without the alcohol-related negative effects. It's described as a 'functional beer' that aims to be 'better than alcohol,' promising relaxation without regret and the ritual without the hangover. The product is designed for individuals who enjoy the social aspect of drinking beer but want to avoid the health consequences and hangovers associated with alcohol. The product is presented as a new category worth exploring, emphasizing its unique and interesting qualities. It is shown being poured from a tap, as well as consumed from cans labeled 'IMPOSSIBLE BREW Pale.' # Visual style The ad has a UGC-style aesthetic with bright, natural lighting. The editing includes quick cuts between different people and settings, creating a sense of variety and social sharing. The production quality appears to be a mix of professional and casual, blending high-quality shots with more candid moments. The visuals focus on the product and the people enjoying it, conveying authenticity and relatability. # Hooks Spoken: I didn't know functional beer was a thing until last month. Text overlay: 00:00–00:01 / functional beer / until last month Visual: 00:00–00:02 A fair-skinned person with curly dark hair and glasses, wearing a white t-shirt with the brand logo 'IMPOSSIBREW', is seen from the chest up in an outdoor setting. They are filling a clear plastic cup with a light-colored beverage from a white beer tap that also has the brand's name printed vertically. The lighting is bright, creating some glare on the tap and the beverage. # Funnel stage Consideration # Pain points The ad addresses the pain point of experiencing negative side effects (like regret and hangovers) from drinking alcohol. 'Relaxation without the regret, the ritual without the hangover.' # Value propositions - The value proposition is relaxation without the negative consequences of alcohol, making it a healthier and more mindful choice. # Benefits - Relaxation without the regret - The ritual without the hangover - Better than alcohol # Features - Non-alcoholic beer alternative - Functional beer # Call to action Try this # Social proof - "And honestly, it's the most interesting thing I've tried in ages." - "Try this new category, it's definitely worth exploring." # Point of view - Customer 100% – The ad is told from the perspective of satisfied customers who are sharing their experience with the product. # Storyline - 00:00–00:02 The ad opens with a man pouring a drink. - 00:00–00:02 The man states he didn't know functional beer was a thing until last month, positioning the beverage as a recent discovery and intriguing alternative to traditional beer. - 00:02–00:04 The ad transitions to close-up shots of beer being poured into a glass. - 00:03–00:06 The narrator says Impossible Brew isn't trying to be alcohol; it's trying to be better than alcohol. The ad introduces the brand's philosophy of improving on the experience of drinking beer. - 00:04–00:07 The ad switches to a man drinking from a can of Impossible Brew. The narrator begins speaking about the benefits of the beverage. - 00:06–00:09 The man relaxes with the can of Impossible Brew, stating it's relaxation without the regret, the ritual without the hangover. The beverage is being positioned as a better alternative to traditional beer. - 00:09–00:11 The man states that it is the most interesting thing he's tried in ages, providing a personal endorsement. - 00:11–00:12 A woman holds a can of Impossible Brew. She recommends that the audience try the beverage. - 00:12–00:14 The man who was previously seen drinking the beverage says that it's definitely worth exploring, reiterating its unique appeal and encouraging viewers to try it.

# Ad summary This ad promotes Impossibrew, a beverage that helps to avoid the negative effects of drinking alcohol by giving that wind-down feeling, due to its ingredients. The ad features a man running and tired of getting hungover, but he does not want to give up beers with mates. Impossibrew contains hops and ashwagandha, without affecting sleep or recovery. The man is seen drinking Impossibrew and being able to keep up with his training schedule. # Brand positioning The Impossibrew brand is positioned as a healthy lifestyle choice that allows customers to enjoy the social aspects of drinking beer without the negative health consequences, such as hangovers. The brand aligns with a health-conscious, active lifestyle, and targets people who want to balance social drinking with their fitness goals. Impossibrew challenges the norm that socializing with friends while drinking should only be done with alcoholic beer, and is positioned as a functional beverage that promotes a balanced lifestyle. # Product Impossibrew is a beverage designed to give a wind-down feeling without the negative effects of alcohol. It is for people who want to socialize with friends while drinking beer, but do not want to deal with negative health consequences such as hangovers. The product contains hops and ashwagandha, which provide a relaxing effect without affecting sleep or recovery. The ad addresses the purchase barrier of hangovers by offering a way to enjoy beer without the downsides. Impossibrew allows the consumer to train hard and still drink beer. It enables a balanced lifestyle. # Visual style The ad has a UGC feel with natural lighting. The editing style includes quick cuts, and some static shots, combined with smooth transitions. The cuts, text, and product actions are timed to the voiceover lines. The pacing is medium. # Hooks Spoken: 00:00–00:03 Nothing kills a training block faster than a hangover. Text overlay: 00:00–00:03 Nothing kills a training block faster than a / 00:02–00:03 hangover Visual: 00:00–00:01 A man with fair skin is jogging outside wearing a light gray t-shirt, black shorts, white socks, and pink running shoes. He is on a paved road in a park or neighborhood with trees and buildings visible in the background. The sky is overcast. Text overlay is present at the bottom. / 00:01–00:03 The same man is squatting on a red athletic track with his head in his hands, appearing tired. The sky is overcast and lights and buildings are visible in the background. He is wearing the same running outfit as before. His running shoes and a blue running shirt are on the track in front of him. Text overlay is present at the bottom. # Funnel stage Consideration # Pain points Hangovers kill training blocks. "Nothing kills a training block faster than a hangover." # Value propositions - Get the wind down feeling with hops and ashwagandha, without affecting your sleep or recovery. - Train hard, you can drink smart. # Benefits - Wind down feeling - Does not affect sleep - Does not affect recovery # Features - Contains hops - Contains ashwagandha # Call to action Click the link below # Point of view - Customer 100% – The ad is told from the perspective of a man who wants to enjoy social drinking without negative health consequences. # Storyline - 00:00–00:01 A man is running outside. - 00:01–00:03 The man is shown tired after a run. - 00:03–00:04 A beer is being poured into a glass. - 00:04–00:05 The man is shown walking in the city, going to meet his friends. - 00:05–00:07 The man is shown on a couch, holding a can of Impossibrew. - 00:08–00:10 Product ingredients are displayed. - 00:10–00:11 The man is waking up fresh in the morning. - 00:11–00:12 The man is walking outside. - 00:12–00:14 The man is running by the beach. - 00:15–00:17 The man is drinking Impossibrew.

# Ad summary This ad promotes Impossibrew, an alcohol-free beer alternative that helps people unwind and relax without the downsides of alcohol or the lack of effects of soft drinks. The ad features a diverse group of people enjoying Impossibrew and attesting to its benefits as a cheat code for weeknight drinks, highlighting its ability to help people relax properly. # Brand positioning Impossibrew is positioned as a healthier alternative to traditional alcoholic beverages, offering a way to unwind and relax without the negative side effects of alcohol. It occupies a unique space between soft drinks and alcoholic beverages, catering to health-conscious individuals. The brand aligns with a lifestyle that values relaxation and enjoyment without compromising well-being, pushing against the norms of alcohol consumption while maintaining the social aspect of drinking. # Product Impossibrew is an alcohol-free beer alternative designed to help people relax and unwind without the downsides of alcohol. It is positioned as a "third way" to drink, in between soft drinks and alcoholic beverages. The product is for individuals looking to relax without the negative side effects of alcohol, making it a cheat code for weeknight drinks. It addresses the desire to unwind without the health concerns associated with alcohol consumption, offering a way to relax and enjoy without the downsides. # Visual style The ad has a mix of casual and polished visuals, combining UGC-style shots with higher-quality product demos. The editing style includes quick cuts between different people and settings to maintain a fast pace. The production quality is hybrid, balancing authenticity with a professional presentation, fitting for social media. The pacing is medium, with cuts timed to the spoken words. # Hooks Spoken: 00:00–00:05 So apparently there's a third way to drink now. It's not soft drinks, it's not alcohol, it's something in between. Text overlay: 00:00–00:01 So apparently / 00:01–00:02 third way / 00:02–00:03 It's not / 00:03–00:04 it's not alcohol / 00:04–00:05 in between Visual: 00:00–00:01 A fair-skinned man with short brown hair and a trimmed beard is shown from the chest up, holding a pint of beer and drinking in a dark, rustic bar with dark wood paneling. He is wearing a black jacket over a grey hoodie. The shot is a close-up, slightly shaky and casual, and the camera angle is at eye level. / 00:01–00:02 Close up shot of two cocktails garnished with lime wedges and rimmed with salt. The drinks have a pink hue and appear to be on a dark brown table. / 00:02–00:03 A tan liquid is poured into a clear glass. The liquid is bubbly and has some foam at the top. / 00:03–00:04 Close up shot of a glass being filled with a light colored beer. # Funnel stage Consideration # Pain points The ad addresses the frustration of not wanting to drink alcohol but still wanting to relax and unwind. "It's not soft drinks, it's not alcohol, it's something in between." # Value propositions - The product provides a third way of drinking that is between alcohol and soft drinks - Cheat code for weeknight drinks # Benefits - Helps you unwind - Properly relax - Without any of the downsides # Features - Alcohol-free # Call to action Try it in the link below # Social proof - "I was skeptical, I tried it, and now I completely get it." - Male 1 (Customer) - "It's basically the cheat code for weeknight drinks." - Female 1 (Customer) # Point of view - Customer 80% – The ad is communicated through testimonials of product users, casual language, and relatable experiences. - Brand 20% – The brand is communicating through the product claims and demo. # Storyline - 00:00–00:01 00:00–00:01 A man is drinking a beer. He states that there's a third way to drink, acting as an introduction. - 00:01–00:04 00:01–00:04 The man explains that this 'third way' is not soft drinks, and it is not alcohol, using visuals of cocktails and beer being poured. This message is intended to create curiosity. The perspective is from the brand explaining the concept. - 00:04–00:07 00:04–00:07 The man then introduces Impossibrew, claiming that it can help you unwind and properly relax. The man is holding the can in an outdoor setting. - 00:07–00:09 00:07–00:09 A woman is shown holding the can stating that you can properly relax without any of the downsides. - 00:09–00:12 00:09–00:12 The man says he was skeptical at first. The ad then shows the man trying the product. He now understands. This is to promote relatability. - 00:12–00:14 00:12–00:14 A woman is shown drinking the product, referring to it as the cheat code for weeknight drinks. This builds appeal by making it seem beneficial to social life. - 00:14–00:16 00:14–00:16 A man is shown drinking the product. He says that if you're curious, try it. This builds appeal by making it seem beneficial to social life. - 00:16–00:17 00:16–00:17 A man picks up the box. He says that you can try it in the link below. This is to drive conversion.

# Ad summary This ad is for Impossibrew, a drink that helps you feel part of the group, even when you're not drinking. The ad features a slightly out of focus image of a group of young people at a party. The text overlay reads: "You're not awkward or boring. Impossibrew helps you feel part of the group, even when you're not drinking." # Brand positioning Impossibrew positions itself as a solution for those who want to socialize and feel included in social settings without consuming alcohol. The brand is presented as understanding the potential awkwardness or boredom that can arise from abstaining from drinking, particularly in environments where alcohol consumption is prevalent. It aims to offer an alternative that allows individuals to remain an active and comfortable participant in the group, aligning with values of inclusivity and social ease. # Product Impossibrew is presented as a drink designed to help people feel included and part of a social group even when they choose not to consume alcohol. It's positioned as a means to counteract any potential feelings of awkwardness or boredom that might arise from not drinking in social situations. The product is not explicitly detailed in terms of its ingredients, flavor, or appearance but is implied to be a beverage that integrates seamlessly into a social setting, serving as a substitute for alcoholic drinks and promoting social engagement without the effects of alcohol. # Visual style The ad employs a blurred, documentary-style visual, suggesting a candid snapshot from a real social gathering. The image uses soft lighting and a slightly desaturated color palette. The overall style leans towards a relatable, Gen Z-friendly aesthetic. # Hooks Headline: You're not awkward or boring. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is feeling awkward or boring when you're not drinking at a social event. The ad addresses this directly by stating, "You're not awkward or boring." # Value propositions - feel part of the group, even when you're not drinking # Benefits - helps you feel part of the group, even when you're not drinking # Call to action None used. # Social proof - None used. # Point of view - Brand: The text promotes the product as a solution to feeling awkward or boring at social gatherings, promising inclusion and connection even without drinking. # Storyline - The ad starts with the statement, “You’re not awkward or boring”, which speaks directly to the viewer, reassuring them that their feelings of social discomfort aren't a personal failing. This message is from the brand’s perspective, aiming to empathize with potential customers who might feel out of place in social situations when not drinking. - The ad continues by stating, “Impossibrew helps you feel part of the group, even when you're not drinking,” shifting the perspective to the brand offering a solution. It explains how the product addresses the feeling of disconnect, promising a sense of belonging and inclusion, even when abstaining from alcohol.

# Ad summary An image ad featuring a man holding an Impossibrew Lager while sharing his positive experience with the brand's non-alcoholic beers. # Brand positioning Impossibrew positions itself as a provider of non-alcoholic beers, specifically highlighting the availability of zero-alcohol options. The brand stands out by offering a range of beers, including IPAs and lagers, that cater to individuals who enjoy the taste of beer without the alcohol content. The brand is positioned as a solution for people who want to enjoy beer without the negative effects of alcohol. # Product The featured product is Impossibrew Enhanced Lager, a zero-alcohol beer, designed for people who like the taste of beer without the alcohol content. The ad features a quote from a customer who finds the triple-hopped IPA from Impossibrew superb and enjoys the lager and wants to keep drinking it. # Visual style The ad has a casual, user-generated content (UGC) aesthetic, with the image appearing to be taken in an informal setting, with natural lighting. The overall feel is authentic and approachable, which works to promote the brand's non-alcoholic beers. The integration of a testimonial within a simple layout creates an easily scannable and relatable ad. # Hooks Headline: "King of the zeros!" # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to enjoy the taste of beer without the alcohol content or negative side effects, as captured in the quote: "but it's the only zero beer." # Value propositions - the only zero beer - of all the available brands and options - that I really enjoy and want to keep drinking. # Benefits - I really enjoy and want to keep drinking. # Features - zero beer # Call to action None used. # Social proof - "King of the zeros!" - "All of the Impossibrew beers are good, but I find the triple hopped IPA just superb.personal thing perhaps, but it's the only zero beer - of all the available brands and options - that I really enjoy and want to keep drinking. Well done IMPOSSIBREW." -Steve. C # Point of view - Customer: The testimonial provides a first-person account of the positive experience with Impossibrew beers, conveying the customer's satisfaction and intent to continue using the product. # Storyline - The ad opens with a middle-aged man holding a can of Impossibrew Enhanced Lager, establishing a relatable customer perspective. - Next, the ad uses a testimonial from the man in the image, who is identified as Steve C. who states that he feels the triple hopped IPA from Impossibrew is superb and he enjoys the lager and wants to keep drinking it. This highlights the appeal of Impossibrew to regular beer drinkers and reinforces the product’s quality and desirability from the customer’s point of view.