How KiwiCo Advertises on Meta

# Ad summary This ad for KiwiCo presents their educational toys on a rotating, minimalist background. The ad highlights the toys' features and developmental benefits for babies, emphasizing their design by experts and availability at Target. # Brand positioning KiwiCo is positioned as a brand that designs educational toys with expertise and care, catering specifically to babies' developmental needs. The brand is presented as reliable and trustworthy. The minimalist aesthetic and focus on developmental benefits suggest a premium offering that prioritizes quality and educational value over purely entertaining toys. The emphasis on expert design implies that KiwiCo products are thoughtfully crafted to support early childhood development. The brand aims to occupy the space of a trusted provider of developmentally appropriate toys that parents can feel good about purchasing for their babies. They partner with Target for distribution. The functional design and focus on educational benefits are prioritized over purely aesthetic or entertainment-driven aspects. # Product The ad features a range of KiwiCo educational toys designed for babies. These toys are designed to support various aspects of early childhood development, including problem-solving, fine motor skills, cause and effect understanding, stacking and balancing, auditory development, matching and sorting, vocabulary, and logic and reasoning. Each toy is made from natural materials and designed with simple, appealing aesthetics. The individual toys featured include a cube with doors, a shape-sorter house, a cause-and-effect wheel, stacking blocks, an auditory development tube, matching shapes, vocabulary cards, and a logic-and-reasoning block set. The USPs of these products are their expert design, focus on developmental milestones, and availability at Target, making them accessible to a broad consumer base. The toys are designed to be engaging, educational, and safe for babies, addressing parents' concerns about the quality and developmental appropriateness of toys. The ad conveys that these toys are worth trying because they offer a blend of fun and learning, supported by expert design and brand reputation. # Visual style The ad has a clean, polished aesthetic with soft lighting and a minimalist background. The editing is simple, with static shots and smooth transitions, supporting a commercial feel. The visual motifs consist of centered framing, soft pastel backgrounds, and clear product displays. The pacing is moderate, with a consistent rhythm that emphasizes clarity and ease of understanding. # Hooks Text overlay: 00:00–00:06 Designed by experts. / 00:00–00:06 Loved by babies. / 00:00–00:06 Now at 🎯 Visual: 00:00–00:06 The background is a gradient of baby blue and powder blue. The floor is the same color, and there is a light shadow behind each product. In the center of the shot are a number of baby/toddler toys including: a square with a door and a lock, a shape sorter house with a pink roof, a wooden block that rotates and has yellow and blue on it, stacking blocks, a clear tube with colorful liquid in it, matching shapes that go into a box, flash cards with images on them, and a wooden box with pegs and square/circle shapes. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Expert-designed toys for baby's development are readily available at Target. # Benefits - Loved by babies - Available at Target # Features - Designed by experts - problem-solving - fine motor & grasp - cause & effect - stacking & balancing - logic & reasoning - auditory development - matching & sorting - vocabulary # Call to action None used. # Social proof - Loved by babies # Point of view - Brand 100% – The entire ad uses the official brand voice to showcase and explain the product. # Storyline - 00:00–00:06 00:00–00:06 The ad opens with an introductory text overlay, "Designed by experts. Loved by babies. Now at Target." to immediately communicate the products' quality and prestige, as well as retail accessibility. This is the brand's official voice making initial product claims to establish immediate credibility and trust with the viewer. - 00:00–00:06 00:00–00:06 The products appear one by one on pedestals to feature educational toy offerings. Each appears with a label communicating a unique developmental benefit. This further supports the brand's claim about each product and their developmental purpose. The brand is communicating that each toy serves a key purpose and benefit to babies.

# Ad summary This ad from KiwiCo shows an infant interacting with their sensory bottle toy, and directs consumers to purchase at Target. # Brand positioning KiwiCo is presented as a brand that creates toys that grow with the baby, designed to provide appropriate stimulation and engagement as the child develops. The brand's positioning implies that they understand the developmental stages of babies and design their products accordingly, offering a value proposition of age-appropriate and stimulating toys that support a child's growth. By showcasing toys available at Target, KiwiCo expands accessibility and reinforces its position as a mainstream, trustworthy brand for parents. # Product The featured product is a sensory bottle toy designed for infants and young children. The bottle is cylindrical with wooden ends and a clear plastic body filled with water, glitter, and small blue objects resembling stars. The toy is designed to stimulate a child's senses through visual tracking of the glitter and objects as they move through the water. Also visible in the ad is a small, smooth, light green ball. The ad implies that these toys are specifically designed to be age-appropriate, offering a range of engagement and stimulation as the child grows. The availability of KiwiCo toys at Target is highlighted, suggesting convenience and accessibility for consumers looking to purchase these products. # Visual style The ad uses a bright, clean, and inviting visual style, consistent with advertising for baby products. The lighting is soft and natural, which contributes to the gentle and nurturing tone. The image focuses on the baby interacting with the product, which adds an element of authenticity. The composition is simple and uncluttered, with a shallow depth of field that keeps the focus on the baby and the product. The background is blurred to minimize distractions. The colors are muted and pastel, which enhances the overall calming effect. # Hooks Headline: Toys that grow with your baby # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Toys that grow with your baby # Benefits - Toys that grow with your baby # Features - Toys that grow with your baby # Call to action None used. # Social proof - None used. # Point of view - Customer: The baby interacting with the toy conveys the user experience and the toy's appeal to its target demographic. # Storyline - The ad opens with a close-up shot of a baby playing with a KiwiCo sensory bottle toy, intended to immediately capture the viewer's attention. The focus on the child's engagement with the toy emphasizes its appeal and suitability for young children, told from the baby's experience as they play. - The ad's headline "Toys that grow with your baby" speaks from the brand, informing the parents about the toy while also addressing a common need for age-appropriate and developmentally stimulating toys. - The information directing the customer to "Now at Target" simplifies the purchase process, leveraging Target's established reputation and accessibility to make the toys more readily available, spoken from the brand's point of view.

# Ad summary This ad promotes the KiwiCo Jumping Bunny kit. The video features a small, mechanical bunny toy hopping on a wooden floor. Text overlays announce that the Jumping Bunny is back in stock and invite viewers to hop into Easter with KiwiCo. # Brand positioning KiwiCo is presented as a brand that offers engaging and educational kits for children. The ad focuses on a specific, playful Easter-themed product, implying that KiwiCo's products are fun, age-appropriate, and geared towards creative learning. The use of a handmade-looking mechanical toy suggests a focus on hands-on activities and STEM-related skills. The brand aims to occupy a space in the market where learning is fun and accessible. # Product The featured product is the KiwiCo Jumping Bunny kit, a mechanical toy that hops using a hand crank mechanism. The toy itself has a wooden frame with a white bunny head, googly eyes, and pink ears. The design appears to be kid-friendly and is presented as a fun Easter activity. The ad addresses potential purchase barriers by showcasing the toy in action, highlighting its playful design and functionality. The product is explicitly stated as being 'back in stock,' implying its popularity and previous limited availability. # Visual style The ad has a clean and bright aesthetic with natural lighting. The editing style features static shots and a zoom. The production quality appears polished, giving the ad a commercial feel. The visual style supports a playful and inviting tone, appealing to parents looking for engaging activities for their children. The pacing is steady. # Hooks Text overlay: 00:00–00:03 Hoppy news ahead... Visual: 00:00–00:02: A small, mechanical toy bunny hops across a dark brown wood floor. The background includes a white shelf unit with books, baskets, and decorative items, along with a tall potted plant and a wooden stool. The bunny is made of wood and white cardboard, with googly eyes, pink ears, and a hand crank on its side. The camera is at a low angle and follows the bunny as it moves from left to right. The lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points Keeping children entertained and engaged, especially during holidays like Easter, can be challenging. Finding activities that are both fun and educational is a common frustration for parents. # Value propositions - Engaging mechanical toy provides hands-on fun for kids. - Easter-themed activity encourages creativity and celebration. # Benefits - Provides entertainment - Promotes hands-on learning - Offers a fun Easter activity # Features - Mechanical toy - Hand crank operation - Easter-themed design # Call to action None used. # Social proof - The product is explicitly stated as being 'back in stock,' implying its popularity and previous limited availability. # Point of view - Brand 100% – The entire video is told from the perspective of the brand, showcasing its product and inviting viewers to purchase it. # Storyline - 00:00–00:02 The camera focuses on the Jumping Bunny hopping across the floor, showcasing its movement and design. - 00:02–00:07 The camera zooms in closer to the bunny, emphasizing its mechanical features and unique design, while text states it is back in stock. - 00:07–00:10 The camera shows the bunny still hopping, while overlay text tells viewers to “hop into Easter today with KiwiCo,” further positioning the product as a fun Easter activity.

# Ad summary This ad showcases KiwiCo's educational toys and their availability at Target. The ad emphasizes the research-backed nature of the toys. # Brand positioning KiwiCo is positioned as a brand that creates toys and activities designed to be both educational and engaging for children. The emphasis on 'research' suggests a commitment to quality and effectiveness in child development. This positions KiwiCo as a premium choice for parents seeking toys that contribute to their child's learning and growth, aligning with a lifestyle that values education and mindful parenting. The brand aims to occupy the space of innovative and reliable educational products, seemingly ignoring competitor behaviors by prioritizing research as a differentiator and prioritizing quality over category norms. # Product The ad features a selection of KiwiCo's educational toys, including a wooden barn with a sliding door and wooden animal, a shape-sorting box with various geometric shapes, and a sensory rainstick filled with blue and clear beads. These toys appear to be designed for toddlers and young children, promoting hands-on learning and development. The barn encourages imaginative play and fine motor skill development, the shape-sorting box enhances cognitive skills and shape recognition, and the rainstick stimulates auditory and visual senses. The toys are made from natural wood and feature bright, non-toxic colors, suggesting a focus on safety and sustainability. The ad copy highlights that the toys are 'backed by research,' implying that they are developed with educational expertise and proven to be beneficial for children's development. By being available at Target, the ad also addresses the purchase barrier by highlighting convenient accessibility. # Visual style The ad has a clean and minimalist aesthetic, using natural light and soft colors to create a calming and inviting atmosphere. The production quality appears to be high, with professionally shot images and careful attention to detail. The visual style aligns with platform-native behaviors by presenting a visually appealing and easily digestible image that is likely to capture attention in a social media feed. # Hooks Headline: Playtime backed by research # Funnel stage Top of funnel (Awareness) # Pain points The central frustration implied is the desire of parents to provide toys that are both fun and educational for their children, but the lack of clear guidance on which toys are truly beneficial can be overwhelming. # Value propositions - Backed by research # Benefits - None used # Features - Backed by research # Call to action None used. # Social proof - None used. # Point of view - Customer: The baby interacting with the toys presents the user perspective, showing the product being enjoyed. # Storyline - The ad opens with a close-up of a baby playing with the featured KiwiCo toys. The intention is to immediately capture attention and showcase the products in a real-life setting, appealing to the audience's desire for relatable content from a customer POV. - The text overlay states, 'Playtime backed by research,' reinforcing the brand's commitment to creating educational and developmentally beneficial toys. This highlights the unique selling proposition of KiwiCo toys. The message is being conveyed from the brand's POV. - The 'Now at Target' badge indicates where the products can be purchased. This addition aims to drive immediate action, as the brand is presenting the audience with how accessible their product is, in the brand's POV.

# Ad summary This ad showcases the KiwiCo Play-and-Go Lockbox and XOXO Puzzle, emphasizing their brain-building and fun aspects, and highlighting their availability at Target. # Brand positioning KiwiCo is presented as a brand that specializes in creating brain-building play experiences for children. The brand aims to occupy a space in the consumer's mind as innovative and educational toy providers that make learning fun and accessible. KiwiCo offers thoughtfully designed products that encourage development through interactive play. KiwiCo provides engaging activities that combine entertainment and education, promoting both intellectual and playful development in children. The brand also makes their toys easily accessible to purchase at Target. # Product The ad features two KiwiCo products: the Play-and-Go Lockbox and the XOXO Puzzle. The Play-and-Go Lockbox is a wooden cube with various latches, locks, and openings designed to stimulate problem-solving skills in children. The box includes different mechanisms like latches, a door with a knob, and shape-sorting slots on the top. The XOXO Puzzle is a wooden tic-tac-toe board with yellow circle and blue X-shaped pieces, designed to develop spatial reasoning. These products are designed for young children and emphasize hands-on engagement. The toys promote interactive learning and exploration, combining both entertainment and educational value. The products are available for purchase at Target. # Visual style The ad has a clean and inviting visual style. The lighting is bright and even, emphasizing the details of the toys without harsh shadows. The peach background creates a warm and child-friendly tone. The composition is balanced, with the toys centered and the text strategically placed to highlight key information. The overall aesthetic is polished and professional, suggesting a high-quality product designed with care. # Hooks Headline: Brain-building play, made fun! # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that some educational toys are not engaging or enjoyable for children by contrasting their toy as “brain-building play, made fun!”, suggesting some toys are not fun. # Value propositions - The ad communicates the value of educational toys by connecting brain development with fun play, suggesting that these toys are a worthwhile investment for parents. # Benefits - Brain-building play - Made fun! # Features - Play-and-Go Lockbox - XOXO Puzzle # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image conveys the brand's perspective by promoting its products, highlighting their features and benefits, and showcasing their availability at Target. # Storyline - The ad opens with the KiwiCo logo, immediately associating the image with a trusted brand in educational toys. This introduces the brand perspective to the audience. - The headline "Brain-building play, made fun!" is displayed. The brand is conveying its mission, emphasizing that their toys promote both educational and entertaining play. - The phrase "Now at Target" is shown, highlighting that the products are readily available for purchase at a popular retail location. This is intended from the brand to encourage immediate action from the consumer. - The image of the Play-and-Go Lockbox and XOXO Puzzle showcases the toys in a visually appealing manner. The brand is demonstrating how the products look and function, providing a visual aid. - Callouts with arrows highlight specific features of the toys, such as "lock!", "pull", and "latch!". The brand is pointing out the interactive elements and play mechanisms, providing a sense of how the toy works.

# Ad summary This ad promotes KiwiCo toys. A toy from KiwiCo sits in a shopping cart, next to text that says, "Toys that grow with your baby." The shopping cart is positioned in front of a yellow background with a red arch at the bottom. "Now at Target" is stated, along with the Target logo. # Brand positioning KiwiCo is positioned as a brand that offers toys and learning materials to support children's development, specifically highlighting that their toys grow with the child. The brand aligns with the values of educational play and caters to parents looking for age-appropriate toys that support their children's learning journey. The brand aims to make learning fun and accessible, potentially pushing against category norms that may emphasize screen time or passive entertainment. # Product The product being advertised is a KiwiCo learning toy. The ad highlights a wooden toy with colored blocks. The toy comes in a KiwiCo box, with 'Listen & Learn' printed on the box. The product is designed to grow with the baby, offering age-appropriate activities and learning experiences tailored to different stages of development. The toy is being sold at Target. # Visual style The ad features a clean and playful visual aesthetic, utilizing a bright color palette, simple shapes, and product focus. The production quality appears to be polished, with studio-style lighting and careful staging. The layout is balanced and easy to scan, with the text and product arranged for clear communication. The visual style is platform-native, aligning with common social media design trends for baby products. # Hooks Headline: Toys that grow with your baby # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Toys that grow with your baby (offering value through age-appropriateness and long-term usability) # Benefits - Toys that grow with your baby # Features - Toys # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is consistent throughout the image, with the brand highlighting its offerings, product benefits, and availability to drive brand awareness and sales. # Storyline - The ad starts by introducing KiwiCo as a brand that offers toys, intending to familiarize the viewer with the brand and its products from the brand's perspective. This is included to establish brand awareness and recognition, setting the stage for the product offering to come. - The ad states, "Toys that grow with your baby," conveying the intention that KiwiCo products are designed to adapt to the child's development stages from KiwiCo's perspective. This is included to highlight the long-term value of KiwiCo toys, positioning them as a wise investment for parents. - The ad reveals that KiwiCo products are available at Target, intending to inform the viewer about where they can purchase the products from the brand's perspective. This is included to increase accessibility and convenience, potentially driving immediate action.

# Ad summary This ad demonstrates the many features of the KiwiCo Busy Board Toy. The ad shows someone opening and closing the many doors, sliding the latch, and dropping tokens into the top. # Brand positioning KiwiCo is presented as a brand focused on creating research-backed playtime experiences for babies and toddlers. The brand values educational development and thoughtful design, catering to parents who seek enriching and age-appropriate toys for their children. It positions itself in the market by offering toys that are not only fun but also contribute to a child's learning and development, aligning with an emotional approach that appeals to parents' desires to foster their children's growth. # Product The featured product is the KiwiCo Busy Board Toy. It is a cube-shaped wooden toy designed with multiple interactive features on each side. These include a blue door with a hook and eye latch, a yellow door with a barrel bolt latch, a door with a handle, an observation window, and a slot for inserting X and O tokens. The toy aims to provide educational and developmental playtime for babies and toddlers. The Busy Board is now available at Target. # Visual style The ad features a clean, polished aesthetic with bright lighting and a minimalist white background. The editing style is straightforward with static shots and smooth transitions to highlight the various features of the toy. The production quality is high-end commercial, which supports the brand's image of quality and thoughtful design. The pacing is steady, allowing viewers to clearly see each interactive component. The audio-visual sync is well-coordinated, with actions timed to coincide with visual and textual cues. # Hooks Text overlay: 00:00–00:10 Playtime backed by research / 00:01–00:16 For babies and toddlers / 00:01–00:16 Now at 🎯 Visual: 00:00–00:01 The shot features a KiwiCo Busy Board Toy centered against a white background. The cube is light wood. It features a white handle on top and multiple colorful doors and windows on its sides. # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly state a pain point. # Value propositions - Playtime backed by research for babies and toddlers # Benefits - Playtime backed by research # Features - Observation window - Slot for 6 X and O tokens - Barrel bolt latch - Wood door with handle - Hook & eye latch # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official brand perspective, showcasing the product's features. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with an overview of the Busy Board Toy. This serves to introduce the product and provide an initial impression of its features and design. - 00:01–00:05 00:01–00:05 The ad transitions to show a hand dropping several X and O tokens into a slot at the top of the cube. This action is shown to highlight the X and O token feature, visually indicating how the tokens fit into the cube and engaging the viewer with the toy's interactive elements. - 00:05–00:09 00:05–00:09 The ad shows the yellow door being unlatched with a barrel bolt and then opening. This action highlights how to open the yellow door using the barrel bolt feature. - 00:09–00:12 00:09–00:12 The ad transitions to a different door being opened with a handle. This emphasizes the variety of activities available on the Busy Board Toy. - 00:12–00:15 00:12–00:15 The ad shows a hand opening a blue door using the hook and eye latch. This highlights how to open the blue door using the hook and eye latch. - 00:15–00:16 00:15–00:16 The ad ends with an overview of the Busy Board Toy, including the text overlay "Now at Target". This encourages the viewer to buy the Busy Board Toy.

# Ad summary This ad features a variety of KiwiCo toys that are available for babies and toddlers at Target. # Brand positioning KiwiCo is a brand focused on providing brain-building play experiences for babies and toddlers. The toys are designed to foster cognitive development through engaging and educational activities. The brand promotes a playful and stimulating approach to early childhood development, positioning itself as a provider of thoughtfully designed toys that cater to the developmental needs of young children. KiwiCo aims to be the go-to brand for parents seeking high-quality, educational toys that support their child's growth and learning. # Product The ad showcases a range of KiwiCo toys designed for babies and toddlers, available at Target. These include the 'double spinning drum,' a colorful drum with spinning elements to stimulate visual and tactile senses; the 'play-and-go lockbox,' a small box with various locks and latches to enhance fine motor skills and problem-solving abilities; 'stacking animals,' wooden animal figures that can be stacked to promote hand-eye coordination; the 'pet play house,' a miniature house with animal figures for imaginative play; the 'XOXO puzzle,' a simple puzzle with large, easy-to-handle pieces; a 'waterfall shaker,' a clear tube with beads that create a waterfall effect when shaken; 'animal cards,' featuring colorful illustrations of animals; and a 'pop-up shape sorter puzzle,' a toy that requires children to match shapes to their corresponding slots. These products are designed to offer varied sensory and cognitive stimulation, encouraging children to learn and develop through play. The ad highlights the accessibility of these educational toys at Target, making them an appealing option for parents looking for brain-building play options. # Visual style The ad has a clean and minimalist aesthetic with a focus on showcasing the products clearly. The production quality is polished, with soft lighting and a consistent color palette. The editing style is static, with no cuts or transitions, allowing the viewer to focus on the product details and text overlays. The overall tone is calm and educational, emphasizing the brain-building aspect of the toys. # Hooks Text overlay: 00:00–00:07 Brain-building play from KiwiCo. / 00:00–00:07 For babies and toddlers / 00:00–00:07 Now at 🎯 Visual: 00:00–00:07: The shot is a static, eye-level view of several KiwiCo toys arranged on small, elevated platforms against a light blue background. The toys include a double spinning drum with purple and yellow accents, a play-and-go lockbox, stacking animals, a pet play house with a coral roof, a XOXO puzzle with teal and yellow pieces, a waterfall shaker with blue beads, animal cards, and a pop-up shape sorter puzzle with colorful blocks. The scene is well-lit with soft shadows, emphasizing the textures and colors of the wooden toys. Text overlays appear, labeling each toy and indicating that they are available at Target. The KiwiCo logo is displayed at the bottom. # Funnel stage Awareness # Pain points None used. # Value propositions - Brain-building play available at Target. # Benefits - Brain-building play # Features - double spinning drum - play-and-go lockbox - stacking animals - pet play house - XOXO puzzle - waterfall shaker - animal cards - pop-up shape sorter puzzle # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product range and availability. # Storyline - 00:00–00:07 The ad opens with a static shot of several KiwiCo toys arranged on elevated platforms against a light blue background. - 00:00–00:07 Text overlays appear, labeling each toy and highlighting that they are available at Target. The focus is on showcasing the variety and educational nature of the toys, positioning KiwiCo as a provider of brain-building play options.

# Ad summary This ad invites KiwiCo fans to join a summer video shoot in the SF Bay Area. It showcases kids actively engaged with various KiwiCo projects, highlighting the fun and creativity the brand fosters. The ad includes details such as the date, location, and age range for potential participants. # Brand positioning KiwiCo is presented as a brand that inspires and captures creativity, specifically among children. It positions itself as a provider of engaging and fun activity kits that encourage hands-on learning and exploration. The brand aims to foster a community of 'SUPER FANS,' indicating a desire to create a strong emotional connection with its consumers. KiwiCo appeals to families looking for educational and entertaining activities for their children, setting itself apart by focusing on creativity and active participation rather than passive entertainment. The brand values community engagement by directly involving its audience in its marketing content. # Product The ad showcases KiwiCo's activity kits for kids, which appear to be designed for hands-on engagement and creative exploration. These kits include a variety of projects, such as a wooden machine that presses what appears to be fruit, a water-based toy with spinning components, a bubble-making device, a pump-powered rocket, and a water blaster. The projects target a wide age range, with the ad specifically mentioning ages 3-12. The kits aim to make learning fun and engaging, demonstrated by children's enthusiastic interactions with the products. The ad highlights that KiwiCo is not just selling toys, but experiences that promote creativity and active participation. The ad addresses the purchase barrier of potential boredom by showing a range of activities that capture kids’ attention and spark their imagination. # Visual style The ad has a bright, playful, and energetic aesthetic, using natural light and outdoor settings to highlight the fun and creative aspects of KiwiCo's products. The editing style involves quick cuts and handheld camera movements, giving it a lively, UGC feel. The production quality is polished but retains a sense of authenticity, aiming to engage the target audience with relatable and appealing visuals. The pacing is upbeat and consistent, with cuts timed to match the lively music track. # Hooks Spoken: 00:00–00:02 [Upbeat voice] Calling all KiwiCo SUPER FANS! Text overlay: 00:00–00:03 🎬 Calling all KiwiCo SUPER FANS!💚 Visual: 00:00–00:01 A young girl with curly brown hair, wearing a white top, is shown smiling as she uses a wooden contraption with a blue handle to press what appears to be fruit, with orange liquid collecting in a clear container below. The setting is outdoors, with blurred greenery in the background. The camera is close, handheld, and slightly shaky, focusing on the activity. The product, lighting, and shadows are visible. / 00:01–00:02 A close-up shot shows hands pressing down on the white dome of the wooden contraption, with orange liquid dripping into a clear container. The background is blurred, showing a white apron or shirt. The camera is static and close, focusing on the action. The lighting is bright. / 00:02–00:02 A young girl with curly brown hair, wearing a pink shirt, is shown holding a blue inflatable toy with arms, smiling at the camera. The background includes a potted plant and a blurry building. The camera is handheld and slightly shaky, focusing on the girl and the toy. The lighting is bright. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the challenge of keeping kids entertained and creatively engaged, especially during the summer. The visual demonstration of various fun and creative activities signals that KiwiCo offers a solution to boredom. # Value propositions - KiwiCo kits provide a fun and creative outlet for kids, encouraging hands-on learning through engaging activities. - The summer video shoot offers an opportunity for KiwiCo fans to actively participate in the brand’s content creation, fostering a sense of community. # Benefits - Fun and engaging activities - Creative exploration - Hands-on learning - Community engagement # Features - Wooden contraption for pressing fruit - Water-based toy with spinning components - Bubble-making device - Pump-powered rocket - Water blaster # Call to action Join our summer video shoot! # Point of view - Customer 80% – Children are shown actively playing with and enjoying the KiwiCo products, representing the end-user perspective. - Brand 20% – The ad is presented with the brand promoting its products and inviting customers to a video shoot. # Storyline - 00:00–00:02 00:00–00:02 The ad starts with various shots of children playing with different KiwiCo kits, including pressing fruit with a wooden machine and playing with an inflated toy. The intention is to immediately showcase the fun and engaging nature of KiwiCo products. This is from the perspective of the brand, aimed at grabbing the viewer's attention with visually appealing activities. - 00:02–00:07 00:02–00:07 The ad continues with more shots of kids using different KiwiCo projects, such as pouring water into a water-based toy and playing with a bubble-making device. The message is to demonstrate the variety and creativity offered by KiwiCo kits. The perspective is that of the brand, showing active and joyful engagement with their products, with a fun and playful tone. - 00:07–00:14 00:07–00:14 The ad transitions to promoting a summer video shoot event, with shots of kids playing with a pump-powered rocket and a water blaster, followed by creating bubbles. The intention is to invite KiwiCo fans to participate in the brand’s content creation. This is delivered from the brand's perspective, with an inviting and community-focused tone.

# Ad summary This ad showcases KiwiCo's Egg-speriments science kit, targeting children and their parents. It features three different egg-themed science experiments. # Brand positioning KiwiCo is presented as a company that offers educational science kits for children. The brand encourages hands-on learning and experimentation. The ad promotes the brand's playful and engaging approach to STEM education. # Product The advertised product is the Egg-speriments science kit. This kit allows kids to conduct three different egg-themed science experiments: painting and dyeing eggs, growing crystal shells on eggs, and making eggs bouncy. The ad highlights the fun, educational, and experimental aspects of the kit. # Visual style The ad has a bright and playful aesthetic, which aligns with its target audience of children and parents. The color palette is vibrant, featuring a lot of bright, primary colors. The editing style includes quick cuts, keeping the energy high and the viewer engaged. The production quality has a DIY feel, aligning with the at-home science experiment theme. # Hooks Spoken: 00:01–00:01 [Child] Daddy just scramble eggs. / 00:02–00:03 [Child] Paint your eggs? Text overlay: 00:00–00:01 Going Fast! ⏩ / 00:00–00:01 Egg-speriments / 00:02–00:03 Paint your eggs 🌈 Visual: 00:00–00:01 Overhead shot of a table with children's hands wearing gloves. The children are using paint brushes to paint hard boiled eggs with various colors of paint. There are cups of paint and a cardboard box in the background. / 00:01–00:02 Close up of the cups of paint. A child is adding liquid from a dropper into the cup. / 00:02–00:03 Low-angle close-up of a young child with black hair and a tie-dye shirt smiling at the camera with a silver necklace. A drop of yellow paint is sitting on the table in front of him. # Funnel stage Top of funnel (Awareness) # Pain points Keeping kids entertained and engaged in educational activities. # Value propositions - Fun experiments with everyday items - Hands-on science learning - Creative activities for kids # Benefits - Encourages experimentation - Provides a fun activity - Offers a hands-on learning experience # Features - Paint your eggs - Watch colors burst with a fizzy reaction - Grow sparkly crystal shells - Make your eggs bounce # Call to action None used. # Social proof - Wow! # Point of view - Customer 100% – The ad is told from the perspective of a child engaging with the science kit. # Storyline - 00:00–00:02 00:00–00:02 The ad opens by showing children dyeing eggs with different colors, using paint brushes and paint cups. - 00:02–00:05 00:02–00:05 A child adds liquid to a cup, causing a colorful, fizzy reaction. This segment introduces the fizzy reaction experiment, appealing to the excitement of chemical reactions. - 00:05–00:07 00:05–00:07 The child picks up a brightly colored dyed egg. - 00:07–00:11 00:07–00:11 The ad shows eggs in a tray being covered with liquid. The crystal shells grow on the eggs. - 00:11–00:15 00:11–00:15 The ad shows eggs being soaked in a cup. The egg is now bouncy.

# Ad summary This ad features the KiwiCo Easter Egg Fizzy Science kit, demonstrating the different experiments and fun that can be achieved with the kit. The ad emphasizes the creative and educational benefits of the kit, showcasing kids making colorful and sparkly eggs. # Brand positioning KiwiCo presents itself as an innovative and educational company that specializes in providing science and art kits for kids of all ages. The brand aims to occupy the space in the consumer's mind as a fun and engaging way to learn through hands-on projects. KiwiCo's values are centered around creativity, exploration, and making learning accessible and enjoyable for children. Rather than relying on traditional educational methods, the brand pushes against the norm by offering unique, hands-on experiences that spark curiosity and foster a love for learning. The brand positioning is both functional and emotional, combining the performance aspects of educational value with the emotional appeal of fun and discovery. By offering a range of kits that cater to different age groups and interests, KiwiCo aims to inspire the next generation of innovators and problem-solvers. # Product The featured product is the KiwiCo Easter Egg Fizzy Science kit, which includes a variety of experiments centered around Easter eggs. The kit allows children to paint their eggs, create fizzy reactions, grow sparkly crystal shells, and make their eggs bounce. The kit is designed for children, offering a hands-on, educational, and fun experience. It includes materials and instructions to conduct different experiments, such as using dyes and fizzy tablets to create colorful and visually appealing effects. The USP of the kit is its combination of Easter-themed fun with scientific learning, making it a unique and engaging activity for kids. Use occasions include Easter celebrations, holiday activities, and science projects at home. By offering a range of experiments in one kit, KiwiCo addresses the purchase barrier of needing multiple products for different activities, providing a comprehensive and exciting experience in a single package. # Visual style The ad has a bright and cheerful aesthetic, with natural lighting and a focus on the vibrant colors of the experiments. The production quality is a mix of UGC and polished commercial, giving it an authentic yet professional feel. The editing style includes quick cuts that match the fast-paced, engaging nature of the activities. The pacing is consistent, with approximately 15 cuts per minute, keeping the viewer's attention. Audio-visual sync is present, with music and sound effects timed to the actions and visuals, enhancing the overall viewing experience. # Hooks Spoken: 00:01–00:02 Child 1: [Enthusiastically] Challenge to scramble eggs! Text overlay: 00:00–00:02 Get egg-cited for Easter🐣 Visual: 00:00–00:01 Overhead shot of two children with gloved hands painting Easter eggs on a table covered with brown paper. Small cups of various colored liquids are visible. One child wears a tie-dye shirt and a watch, while the other wears a light purple long-sleeve shirt. The setting appears to be outdoors on a patio. The camera is static, providing a clear view of the activity. / 00:01–00:02 Close-up shot of a gloved hand pouring a brown liquid from a squeeze bottle into a white paper cup. The background is a blue tie-dye shirt. The camera is static, focusing on the pouring action. # Funnel stage Top of funnel (Awareness) # Pain points The ad solves the pain point of finding engaging and educational activities for kids during the Easter season. "Challenge to scramble eggs!" # Value propositions - The KiwiCo Easter Egg Fizzy Science kit provides a unique and engaging combination of fun Easter activities with educational scientific experiments. - The kit offers a variety of activities, from painting eggs to growing crystal shells, providing a comprehensive and exciting experience in one package. - Kids can amaze themselves with the experiments, making learning fun and creating a sense of accomplishment. # Benefits - Amaze yourself - Egg-splore - Experiment - Get egg-cited for Easter # Features - Easter Egg Fizzy Science kit - Paint your eggs - Watch colors burst with a fizzy reaction - Grow sparkly crystal shells - Make your eggs bounce # Call to action None used. # Social proof - "Wow!" – Child 1 (Customer) - "Wow!" – Child 2 (Customer) - “Yeah, you don’t see yet?” – Child 1 (Customer) - “I like that one.” – Child 1 (Customer) # Point of view - Customer 85% – The ad is shown through the eyes of children doing the egg experiments, creating a sense of authenticity and fun. - Brand 15% – The brand is presented through visual product placements and text overlays, providing information and branding. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of kids decorating eggs with various colors, setting a festive and playful tone. The message is to get excited for Easter and engage in creative activities, conveyed from the perspective of children enjoying the project. The tonal cue is cheerful and inviting. - 00:02–00:05 00:02–00:05 The scene shifts to a demonstration of creating a fizzy reaction with colors in a cup. The message is to showcase the fun and surprising scientific aspect of the kit, from the perspective of someone performing the experiment. The tonal cue is exciting and engaging. - 00:05–00:07 00:05–00:07 Continuing from the previous moment, an egg is dropped into the fizzy solution, followed by the reveal of a beautifully colored egg. The message is to show the colorful outcome of the fizzy reaction, conveyed from the perspective of the children involved in the experiment. The tonal cue is delightful and satisfying. - 00:07–00:11 00:07–00:11 The ad shows the process of growing sparkly crystal shells on eggs. The message is to highlight the visually stunning and unique aspect of the kit, conveyed from the perspective of children marveling at the results. The tonal cue is wondrous and impressive. - 00:11–00:15 00:11–00:15 The scene demonstrates making eggs bounce, showcasing another fun experiment included in the kit. The message is to illustrate the diverse and entertaining activities provided by KiwiCo, conveyed from the perspective of children enjoying the hands-on experience. The tonal cue is playful and surprising.

# Ad summary This ad showcases the KiwiCo Nom Bot, a build-it-yourself robot designed to look like a bunny. The robot is shown consuming various small toy-like items as the ad encourages viewers to build their own Nom Bot. It is designed to be playful and engaging with its bright colors, silly robot noises, and overall lighthearted tone. # Brand positioning KiwiCo is presented as a provider of innovative and engaging STEM (Science, Technology, Engineering, and Mathematics) learning kits designed to make education fun and accessible for children. The brand positions itself as a source of creative projects that encourage hands-on learning and exploration, fostering creativity and problem-solving skills. The tone is playful and educational, aligning with a lifestyle that values learning through play. KiwiCo defies norms of passive entertainment, pushing against traditional competitor behaviors by offering interactive and educational products. The brand’s positioning is both functional (offering educational content) and emotional (appealing to the joy of creation and discovery). # Product The KiwiCo Nom Bot is a build-it-yourself robot kit that resembles a rabbit and is designed to 'eat' small items. The product is for children interested in STEM learning and creative building projects. It features bright, engaging colors and a playful design, with notable features including a motorized feeding mechanism and customizable elements that allow for personalization. The Nom Bot's unique selling proposition (USP) lies in its ability to blend educational content with fun, interactive play, encouraging children to engage with STEM concepts in an entertaining way. The ad suggests the Nom Bot can be used during occasions like Easter, addressing the purchase barrier of educational toys being perceived as boring by highlighting its fun and playful nature. The Nom Bot is designed to capture the imagination and creativity of children, making it a worthwhile educational and entertaining purchase. # Visual style The ad has a polished yet playful aesthetic, blending bright colors and simple animations to create an engaging visual experience. The editing style includes quick cuts to maintain a fast pace, with smooth transitions between shots. The production quality appears to be a hybrid of commercial and UGC, which supports the brand's intent to connect with its audience. The pacing is fast, with cuts timed to the beat of the music track, enhancing the overall appeal. # Hooks Text overlay: 00:00–00:03: Meet the robot with a BIG appetite! 💡 Visual: 00:00–00:02: A close-up shot of the Nom Bot, a robot designed to look like a bunny. The robot has a light brown wooden frame, googly eyes, a pink circular nose, and two white paper ears with pink insides. It is set on a blue tray with colorful, toy-like food items. The background is a blurred green leafy bush. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration or problem the product is solving is overcoming the perception that educational toys are boring. The ad playfully warns, 'But make sure it doesn't eat all your Easter treats! 🍬', implying that without this fun, educational toy, kids might miss out on engaging STEM learning. # Value propositions - DIY robot kit: Offers a hands-on STEM learning experience. - Customizable elements: Provides an opportunity for creative expression. - Bunny-themed design: Appeals to the fun and festive Easter holiday. # Benefits - Engaging STEM learning - Hands-on creative project - Fun and interactive play - Encourages problem-solving # Features - DIY robot kit - Bunny-themed design - Feeding mechanism - Customizable elements # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand’s perspective, showcasing the product’s features, design, and educational value in a playful and engaging manner. # Storyline - 00:00–00:02 00:00–00:02: The ad begins by showcasing the completed Nom Bot, a robot designed to look like a bunny. The intention is to introduce the product and highlight its fun, quirky appearance. The perspective is from the brand, presenting the product in an appealing way. - 00:02–00:04 00:02–00:04: The ad transitions to show the internal mechanics of the Nom Bot. The intention is to demonstrate the building aspect of the kit and suggest the educational value. The perspective is from the brand, showing the inner workings of the product. - 00:04–00:06 00:04–00:06: The ad returns to the completed Nom Bot, showing it 'eating' colorful toy items. The intention is to display the robot's primary function in a visually engaging way. The perspective is from the brand, highlighting the fun and interactive nature of the product. - 00:06–00:09 00:06–00:09: The ad shows a hand adding various toy-like items to the Nom Bot's tray. The intention is to emphasize the customizable aspect of the product and encourage creativity. The perspective is from the brand, demonstrating the potential for personalization. - 00:09–00:11 00:09–00:11: The ad returns to the Nom Bot 'eating' a toy carrot. The intention is to playfully warn viewers about the robot's insatiable appetite, especially during Easter. The perspective is from the brand, adding a humorous touch to the product.

# Ad summary This ad showcases the KiwiCo Maze Crate, which lets kids build and customize a wooden maze game. # Brand positioning KiwiCo is presented as a brand that provides engaging and educational activities for children. The brand values creativity, learning, and fun. They position themselves as a provider of hands-on learning experiences that encourage children to explore and create. The brand pushes against traditional, passive forms of entertainment by offering interactive and customizable projects. The brand positioning is both functional (providing educational tools) and emotional (fostering creativity and enjoyment). # Product The featured product is the Maze Crate by KiwiCo, a build-it-yourself wooden maze game. The Maze Crate allows children to construct a customizable maze using wooden tiles and barriers. The maze includes a scoring system with numbered slots. The user can rearrange the maze tiles to create different challenges. It is designed for children who enjoy building, problem-solving, and creative play. The ad showcases its unique selling points, such as the ability to customize the maze layout, challenge friends, and score points. The ad aims to address the potential purchase barrier of children becoming bored with static toys by highlighting the endless possibilities for customization and play. # Visual style The ad has a clean, bright aesthetic with a focus on the product. The editing style features quick cuts to maintain engagement. The production quality is polished, but it retains a UGC feel due to the simple setting and focus on product interaction. The pacing is moderate, with cuts generally timed to changes in activity or text overlays. The cuts appear to be timed to the underlying beat of the music. # Hooks Text overlay: 00:00–00:02 Your game. Your rules! 🎮 Visual: 00:00–00:02 Close-up shot of the hands of someone building a maze. The background is a white table surface with what appears to be a wood-patterned placemat. The person is wearing a dark green sweater. The camera is stationary, looking top-down at the maze. The lighting is bright and even. The product is a wooden maze with blue, red, and yellow components. # Funnel stage Middle of funnel (Consideration) # Pain points The ad solves the pain point of children becoming bored with static, unchanging toys by offering a product that can be endlessly customized and rearranged. # Value propositions - The ability to build your own maze allows for creativity and customization. - The game has endless fun, with many different iterations and customizations. # Benefits - Endless fun - Build. - Customize. - Play # Features - Wooden maze components - Customizable maze layout - Scoring system # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of someone who appears to be playing with the game. # Storyline - 00:00–00:02 The ad begins with a close-up view of a child manipulating the maze with a wooden popsicle stick. - 00:02–00:04 The ad then shows a completed maze, highlighting a green ball navigating through the maze. - 00:04–00:06 The ad transitions to showing hands rearranging and customizing the maze. This suggests that the maze is easy to manipulate and play with. - 00:06–00:11 The ad shows a hand playing the maze, as well as scores being made in the appropriate scoring slots.

# Ad summary This ad features kids who are excited to use Kiwico's Eggasperiments lab book. They take the viewers through each experiment, from egg dying using science to bouncing eggs that grow and shrink. This is a good experiment for the Easter holiday. # Brand positioning KiwiCo is presented as a brand that sparks creativity and curiosity in children through hands-on STEM and art projects. The brand aims to occupy the space of educational entertainment, promoting values of learning through play, exploration, and discovery. KiwiCo distinguishes itself from traditional educational toys by focusing on making learning fun and engaging with high-quality materials and well-designed projects. # Product The featured product is the Eggasperiments Lab Book by KiwiCo, an interactive educational kit designed to introduce children to science through Easter egg-themed experiments. The kit includes all the materials and instructions needed to conduct various experiments, such as dyeing eggs using chemical reactions, creating bouncing eggs that grow and shrink, and growing sparkly eggshell crystals. The kit is targeted towards children who enjoy hands-on activities and learning through experimentation. It addresses the purchase barrier of parents looking for educational and engaging activities for their children, especially during holidays like Easter. # Visual style The visual style is bright and vibrant, with natural outdoor lighting. The editing is relatively simple, with static shots and smooth transitions. The production quality has a polished commercial feel, which supports the enthusiastic tone and youthful audience. The pacing is consistent, creating a sense of energetic fun. # Hooks Spoken: 00:00–00:02 Boy 1: Whoa! Text overlay: 00:00–00:03 Hop into Easter with epic eggsperiments! Visual: 00:00–00:03 A boy with tan skin and wearing a blue tie-dye hoodie and a straw hat is stirring a clear cup that has a bright green bubbly substance inside of it. The cup is on a clear tray on top of brown paper. To the right of him is a girl with tan skin wearing a pink beanie with a flower on it and a black and white striped shirt. Behind them is a grassy lawn with trees and a house. The camera is chest level and still. # Funnel stage Top of funnel (Awareness) # Pain points Parents looking for educational and engaging activities for their children during holidays like Easter. # Value propositions - Hands-on STEM and art projects make learning fun and engaging - Interactive educational kit sparks creativity # Benefits - Sparks creativity - Introduces children to science - Makes learning fun and engaging # Features - Interactive educational kit - Hands-on STEM and art projects - Materials and instructions included # Call to action None used. # Point of view - Customer 100% – The entire video is filmed from the perspective of children who are using the product. # Storyline - 00:00–00:03 00:00–00:03 The video starts with a close-up shot of a clear cup with a green bubbly substance and a colored egg. A child is stirring this concoction with a spoon. The intention is to pique curiosity by showing a colorful, dynamic science experiment. - 00:03–00:05 00:03–00:05 A young boy reaches into a KiwiCo box and grabs the Eggasperiments Lab Book. Then, he and a young girl look at the book together and appear to be reading directions. This shows how to get started with the box and what to expect from this set of experiments. - 00:05–00:07 00:05–00:07 The girl is shown carefully painting a white egg with a blue paint brush, and the boy is carefully painting a white egg with an orange paintbrush. The intention here is to show the user how to complete this step for the experiment. - 00:07–00:11 00:07–00:11 The kids stir a solution in a clear cup and the egg begins to erupt. The intention here is to show the viewer how the experiments work and show them the exciting reaction they can expect. - 00:11–00:16 00:11–00:16 A boy pours a clear solution over a white egg in a clear cup. A child drops an egg on a clear plastic container to show how it bounces. A broken egg with crystalized shell is shown. The intention here is to show the viewer more of the experiments that come in the box. - 00:16–00:18 00:16–00:18 A boy stands behind 2 colorful cracked eggshells. This is the finished product of the experiments and the intention is to show the user what their end result can look like with the Eggasperiment kit.

# Ad summary A young child showcases the Koala Crate from KiwiCo. The Koala Crate includes a kit to build a butterfly with colorful wings and a puppet that transforms from a caterpillar to a butterfly. # Brand positioning KiwiCo is positioned as a brand that offers educational and engaging subscription boxes for children, encouraging creativity and exploration through hands-on projects. The brand aligns with values of learning through play, fostering imagination, and providing age-appropriate activities. It appears to push against the norm of passive entertainment by offering interactive kits that stimulate children's minds. The brand's positioning is both functional, in that it delivers educational content, and emotional, in that it promotes fun and wonder. # Product The featured product is the Koala Crate from KiwiCo, a subscription box designed for young children. The ad shows two main components of the crate: a butterfly-making kit and a caterpillar-to-butterfly transformation puppet. The butterfly kit includes materials to construct a colorful butterfly, promoting creativity and fine motor skills. The caterpillar-to-butterfly puppet is a soft toy that physically transforms, visually demonstrating the life cycle of a butterfly. The ad addresses potential purchase barriers by showcasing how engaging and easy-to-use the crate is, appealing to parents looking for educational and entertaining activities for their children. The ad highlights the fun, educational, and interactive nature of the Koala Crate. # Visual style The ad has a bright, playful aesthetic with a UGC feel. The editing style uses quick cuts and transitions to maintain a fast pace. The production quality is simple, with natural lighting and handheld camera work. The pacing is upbeat, reflecting the child's energy and excitement. The visuals are synced with the music, emphasizing the fun and engaging nature of the product. # Hooks Spoken: 00:00–00:02 Male 1: I love butterflies! Text overlay: 00:00–00:02 Watch wonder take flight!✨ Visual: 00:00–00:02 Close-up shot of a young boy with red hair and fair skin, wearing a black Hawaiian shirt with white flowers. He is holding a butterfly toy with colorful wings made of cardboard, wood, and string. The background is blurred, showing greenery and a wooden fence. # Funnel stage Top of funnel (Awareness) # Pain points Finding engaging and educational activities for young children that keep them entertained and promote learning. # Value propositions - Koala Crate offers educational activities - Interactive hands-on fun that promotes creativity and develops fine motor skills # Benefits - Encourages creativity - Promotes fine motor skills - Educational and engaging activities - Interactive and hands-on fun # Features - Butterfly-making kit - Caterpillar-to-butterfly transformation puppet - Stencil board with geometric shapes # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented entirely from the perspective of a young child, showcasing his enjoyment and engagement with the products. # Storyline - 00:00–00:02 00:00–00:02 The video opens with a close-up of a young boy holding a butterfly toy he assembled. He exclaims, "I love butterflies!" to emphasize his excitement and to capture the audience's attention with the child's enthusiasm. The moment conveys joy and sets a playful tone, framing the ad from the child's perspective. - 00:02–00:06 00:02–00:06 The boy demonstrates a caterpillar-to-butterfly puppet, pulling the caterpillar out of the cocoon. The transformation visually represents the magic and educational aspect of the Koala Crate, appealing to parents seeking engaging activities for their children. The perspective is from the brand, showcasing the product's unique features and benefits. - 00:06–00:08 00:06–00:08 The boy holds a small wooden butterfly and makes a silly face with it over his eye. This illustrates how the parts in the Koala Crate can be used for creative play. The tone is lighthearted and playful. - 00:08–00:12 00:08–00:12 The boy traces shapes on a stencil board. This continues to highlight the project-based nature of the Koala Crate and how it inspires creativity and hands-on fun. - 00:12–00:18 00:12–00:18 The boy points to a butterfly he assembled and gives a thumbs up while smiling. The shot then transitions to a wider angle of the assembled butterfly and butterfly puppet. The visual reinforces the brand name and connects the displayed projects to the Koala Crate from KiwiCo. This further highlights the educational and enjoyable activities provided by the brand.

# Ad summary This ad promotes KiwiCo's egg science kit, showcasing experiments like coloring eggs with a fizzy reaction, growing crystal shells, and making eggs bounce. The ad features children performing the experiments and expressing excitement and wonder at the results. # Brand positioning KiwiCo is presented as a provider of engaging and educational science kits for children. The brand aims to occupy a space in the consumer's mind as a fun and accessible way to learn through hands-on activities. The brand aligns with values of curiosity, discovery, and family bonding. The brand pushes against the norm of passive learning and promotes active experimentation. The brand positioning is both functional, providing science-based learning, and emotional, fostering joy and wonder. # Product The product is the KiwiCo egg science kit. It enables children to perform various experiments with eggs, including creating colorful, fizzy reactions by painting eggs with color and dropping them into liquid. It also allows for growing sparkly crystal shells on eggshells by cracking the eggs and putting them in a solution. The kit enables users to make eggs bounce by dissolving the shell. The kit is designed for children, as implied by the child actors in the ad. The ad emphasizes the fun and amazement derived from experimenting with the eggs, positioning the kit as a source of both entertainment and learning. The ad addresses a potential purchase barrier (lack of scientific knowledge) by presenting the activities as simple and fun. # Visual style The ad has a bright, playful aesthetic with natural lighting. The editing style uses quick cuts to maintain a fast pace. The production quality appears to be a hybrid of UGC and polished commercial, creating a casual and engaging tone. The pacing is fairly consistent with quick cuts, emphasizing the variety of experiments. # Hooks Spoken: 00:00–00:02: Female 1: Ready to crack open some science fun? Text overlay: 00:00–00:02: Ready to crack open some science fun? 🥚⚡️ Visual: 00:00–00:01: A gloved hand holds an egg covered in colorful dye on a spoon. The egg is lowered into a clear plastic cup filled with clear liquid. The cup sits on brown kraft paper. Bright overhead lighting is used. Bubbles form as the egg reacts with the liquid. / 00:01–00:02: A gloved hand gently pushes down on a cup as pink foam erupts from it. This cup sits on brown kraft paper. Light is diffused, and the background is blurred. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of making learning fun and accessible for kids. The ad shows children can 'crack open some science fun' and 'amaze yourself!' by experimenting with eggs. # Value propositions - Cracking open science fun by using experiments. - Egg-sploring, experimenting, and amazing yourself by conducting egg experiments. # Benefits - Fun science experiments - Colorful and exciting reactions - Opportunity to grow crystals - Educational and engaging activity - Experiment and amaze yourself! # Features - Allows kids to crack open some science fun - Color your eggs - Watch colors burst with a fizzy reaction - Grow sparkly crystal shells - Make your eggs bounce! # Call to action None used. # Social proof - None used # Point of view - Customer 100% – The entire video is told from the perspective of children enjoying the KiwiCo product. - Brand 0% – None used - Expert 0% – None used - External source 0% – None used # Storyline - 00:00–00:01 00:00–00:01: An egg covered in colorful dye is lowered into a clear cup of liquid. The egg begins to fizz and erupt. The message conveyed is that the kit creates exciting chemical reactions that are visually captivating. - 00:01–00:04 00:01–00:04: Children are shown dripping colored dyes onto eggs with pipettes. The message here is that the kit allows kids to create colorful patterns on eggs with the included tools and materials. - 00:04–00:07 00:04–00:07: Painted eggs begin to bubble and foam when dipped into colorful liquid. The message is that the product provides a fizzy reaction for the eggs. The excitement from the kids implies that the experience is enjoyable. - 00:07–00:08 00:07–00:08: The egg is removed and held up by a child wearing gloves, showing the final multicolored result. This highlights the fun results of the experiment. - 00:08–00:12 00:08–00:12: Eggshells are shown with crystal formations growing on them in a plastic bin, emphasizing another type of experiment possible with the kit. - 00:12–00:16 00:12–00:16: A child bounces a white egg. The message is that this experiment creates an egg that bounces.

# Ad summary This ad showcases various KiwiCo projects and highlights the creativity, STEM learning, and fun that the brand offers through its subscription boxes. It emphasizes the engaging and educational experience that KiwiCo provides. # Brand positioning KiwiCo is presented as a brand that creates STEM and design-focused projects. The brand aims to occupy the space of educational entertainment, promoting values of creativity, innovation, and hands-on learning. It positions itself as a way to "glow up your brain" and encourages building, designing, and using their products in a cycle. The brand pushes against passive entertainment norms, offering a more engaging and educational experience. Its positioning is both functional (offering STEM and design skills) and emotional (providing fun, satisfaction, and a sense of accomplishment). # Product KiwiCo offers subscription boxes containing materials and instructions for hands-on STEM and design projects. These projects are designed to be built, used, and repeated, promoting a continuous learning and creative cycle. The products cater to individuals interested in enhancing their skills and having fun while doing so. The ad addresses the barrier of finding engaging and educational activities by providing all necessary materials and instructions in a convenient subscription box. Specific projects shown include a sand pendulum, a hydraulic arm, a light-up paper monstera leaf, and a drawing machine. The products are promoted as a way to "glow up your brain" and combine STEM with design for an exciting and educational experience. # Visual style The ad uses a dynamic and engaging visual style, combining close-up shots of hands assembling projects with shots of finished products and enthusiastic reactions. The editing style is quick, with frequent cuts to maintain a fast pace. The production quality feels like a hybrid of UGC and a polished commercial, giving it an authentic yet professional feel. The consistent use of text overlays that highlight key messages sync with the music beats. # Hooks Spoken: Female 1: I honestly didn't expect it to be this vibrant # Funnel stage Consideration # Pain points The central frustration addressed is the difficulty in finding engaging and educational activities. Many entertainment options are passive, leaving people wanting a more stimulating and productive way to spend their time. # Value propositions - Glow up your brain: Enhances cognitive skills and creativity through hands-on learning. - STEM + design = 🔥: Combines science, technology, engineering, mathematics, and design for a comprehensive educational experience. - Build. Design. Use it. Repeat. ⚡: Promotes a continuous learning and creative cycle through hands-on projects. # Benefits - Enhancing skills - Having fun while learning - Engaging and educational experience - Convenient materials and instructions # Features - Hands-on STEM and design projects - Subscription boxes containing materials and instructions - Projects are designed to be built, used, and repeated - Hydraulic arm - Sand pendulum - Drawing machine - Light-up paper monstera leaf - Wooden ukulele # Call to action None used. # Social proof - "This crate from KiwiCo literally made my Friday night" – Female 1 (Customer) - "I honestly didn't expect it to be this vibrant. I think it's so cool and I'd definitely try it again!" – Female 1 (Customer) # Point of view - Customer 70% – The ad uses visuals of real users assembling and enjoying KiwiCo projects, creating a sense of authenticity. - Brand 30% – Text overlays and product shots present the brand’s message and highlight features in a clear, informative way. # Storyline - 00:00–00:02 The ad starts with hands assembling various wooden pieces, suggesting the initial construction phase of a KiwiCo project. - 00:02–00:05 00:02–00:05: A person presents a completed wooden hydraulic arm, smiling to the camera. This showcases the finished product and conveys a sense of accomplishment and satisfaction. Text overlay states STEM + design = 🔥 emphasizing the educational and creative aspects. - 00:05–00:07 00:05–00:07: Hands assemble another wooden structure following instructions from a manual. This continues to illustrate the construction process, highlighting the STEM and design components. The text overlay reinforces the build, design, use, and repeat cycle. - 00:07–00:11 00:07–00:11: The ad shows various completed projects, including a light-up wire leaf, a wooden ukulele, a light-up project that two adults react to with high fives, and a sand pendulum. These visuals emphasize the variety of projects available and the fun and satisfaction derived from using them. - 00:11–00:17 00:11–00:17: A person turns on a light, revealing a glowing wire leaf. The visual then transitions to a person reacting positively to the glowing leaf. The text overlay includes a customer testimonial: "I honestly didn't expect it to be this vibrant. I think it's so cool and I'd definitely try it again!". This sequence aims to convey excitement and customer satisfaction with the end product.

# Ad summary This ad showcases KiwiCo's egg geodes science kit, highlighting the creative and educational activity it provides for children. The ad features kids painting eggs, mixing solutions, and observing the crystal formations, set to an upbeat tune, encouraging viewers to 'Get cracking today with KiwiCo!' # Brand positioning KiwiCo presents itself as a provider of engaging and educational activity kits designed for children. The brand is positioned as a source of innovative projects that encourage hands-on learning and creativity. It aligns with a playful and exploratory lifestyle, promoting a fun and educational experience that stands out from typical children's entertainment by offering science-based projects. KiwiCo aims to occupy a space in the consumer's mind as a go-to for quality, enriching activities that parents can trust to be both entertaining and educational for their kids. # Product The advertised product is the Egg Geodes kit from KiwiCo, a science-based activity set designed to allow children to create crystal formations on eggshells. The kit includes materials for painting eggshells in vibrant colors, as well as the necessary compounds to mix a crystal-growing solution. Children use the kit by first painting the eggshells, then combining the provided ingredients to create a saturated solution, and finally submerging the painted eggs to observe the crystal growth over time. The ad highlights the fun and excitement of watching the crystals form, emphasizing the product's unique selling point (USP) of turning ordinary eggs into sparkling geodes. The product addresses the purchase barrier of finding engaging and educational activities for kids by offering a hands-on science experiment that is both fun and visually rewarding. # Visual style The ad has a bright, playful aesthetic with a UGC feel. The editing style includes quick cuts to maintain a fast pace and showcase different stages of the activity. The production quality is a blend of amateur and polished, providing an accessible yet visually appealing experience. The pacing is energetic, syncing with the upbeat music, enhancing the overall excitement and engagement. The visual motifs include close-ups of the project to highlight the details and children's reactions to convey fun and enjoyment. # Hooks Spoken: 00:00–00:02: [Upbeat] Watch these eggs do the unexpected! Text overlay: 00:00–00:02: Watch these eggs do the unexpected! 🤯🐣 Visual: 00:00–00:01: Close-up shot of several halved eggshells covered in brightly colored crystals (pink and blue) sitting in a white tray with liquid. The lighting is bright, accentuating the crystal's texture. The background is blurred, keeping focus on the crystalline eggs. / 00:01–00:02: A child wearing a beige hat is shown picking up a blue crystal-covered eggshell from the tray, turning it to showcase the crystal formations. The background features blurry outdoor foliage and a glimpse of another pink crystalline eggshell. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is finding engaging and educational activities for children that are both entertaining and promote hands-on learning. # Value propositions - The KiwiCo Egg Geodes kit provides a fun and educational activity that transforms ordinary eggs into crystal-covered geodes, offering a unique hands-on learning experience. # Benefits - Fun - Educational - Hands-on learning - Creative # Features - Egg Geodes - Science kit - Create unexpected results # Call to action Get cracking today with KiwiCo! # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of children enjoying and interacting with the KiwiCo egg geodes kit. # Storyline - 00:00–00:01 00:00–00:01: The video opens with a close-up shot of vibrantly colored crystal-covered eggshells, creating a sense of wonder and intrigue. The intention is to immediately capture attention and showcase the fascinating end result of the KiwiCo project. The perspective is from an observer showcasing the product's potential, with a tone of excitement and mystery. - 00:01–00:02 00:01–00:02: A child's hands are shown carefully removing a crystal-covered egg from a tray, emphasizing the hands-on nature of the activity. The message is that the kit involves direct interaction and careful handling, enhancing the sense of accomplishment. The perspective is that of a participant, conveying the satisfaction of completing the project. The tone is gentle and careful. - 00:02–00:06 00:02–00:06: Children are seen painting plain white eggs with colorful paints. The message is about creativity and customization, highlighting that the activity allows for individual expression. The perspective is from an observer capturing the process, with a lighthearted and playful tone. - 00:06–00:08 00:06–00:08: The kids are now mixing the solution and stirring it with a spoon, resulting in a brightly colored, overflowing mixture. The message here is that the kit involves a fun and exciting chemical reaction. The perspective is from the children, shown through their excitement, with a tone of playful experimentation. - 00:08–00:10 00:08–00:10: The children react with joy and excitement, jumping and laughing. This moment underscores the overall enjoyment and satisfaction derived from using the KiwiCo kit. The perspective is from the children experiencing pure delight, creating a contagious and enthusiastic tone.

# Ad summary This ad showcases Panda Crate's subscription boxes that aid in a child's discovery and learning. The ad showcases different children interacting and playing with the various toys and activities included in Panda Crate. # Brand positioning Panda Crate by KiwiCo is presented as a brand that provides educational toys and activities for babies and toddlers to help them learn, play, and grow. The brand emphasizes developmental milestones and fostering curiosity in children through age-appropriate and thoughtfully designed products. The brand positions itself as a resource for parents looking to engage their children in meaningful play and exploration. # Product Panda Crate is a subscription box service that delivers age-appropriate educational toys and activities directly to your doorstep. Designed for babies and toddlers, each crate includes items that support key developmental milestones through engaging play experiences. The toys are crafted from natural materials. The ad highlights that the crates contain toys that aid in the baby's exploration, from tummy time to exploring the world around them. The product aims to provide convenience and value for parents seeking curated, high-quality resources to support their child's early development. The ad promotes the idea of learning, playing, and growing together, which reinforces the value of interactive and educational play. # Visual style The ad uses a bright and clean aesthetic, with natural lighting and soft textures. The editing rhythm is fast-paced, with quick cuts between different children and toys to keep the viewer engaged. The overall feel is UGC, which creates a sense of authenticity and relatability. The pacing is consistent, with cuts timed to the upbeat music track, enhancing the ad's energetic and playful tone. # Hooks Text overlay: 00:00–00:03 Big discoveries start with tiny hands 💛 Visual: 00:00–00:01 A fair-skinned baby wearing a waffle knit onesie sits on a floor, surrounded by toys and a plant in the background. The baby is smiling and holding a yellow and pink block. The camera is stationary. / 00:01–00:02 A fair-skinned woman and baby are sitting on a white carpet surrounded by toys and a green crate box with the Panda Crate logo. The baby is reaching for one of the toys. The camera is stationary. / 00:02–00:03 A fair-skinned woman and baby are sitting on a white carpet surrounded by toys. The baby is holding a wood toy. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the challenge of finding age-appropriate, educational toys and activities for babies and toddlers. The ad aims to solve this problem by providing curated subscription boxes that deliver thoughtfully designed products right to the customer's door. "Big discoveries start with tiny hands 💛" # Value propositions - Educational play that supports development - Age-appropriate learning through discovery - Convenient and curated resources for parents - Engaging experiences that foster growth - Helping build tomorrow's thinkers one discovery at a time # Benefits - Supports key developmental milestones - Engaging play experiences - Convenience for parents - High-quality educational resources - Learn, play, and grow together - Building tomorrow's thinkers, one discovery at a time # Features - Age-appropriate toys and activities - Curated resources - Thoughtfully designed products - Subscription box service # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad shows babies and children interacting with the products, creating the ad through the lens of the customer. # Storyline - 00:00–00:01 The ad opens with a baby smiling while holding blocks, setting a positive and playful tone and immediately connecting with the audience on an emotional level. - 00:01–00:03 00:01–00:03 The scene transitions to a woman on the floor with a baby, surrounded by various Panda Crate toys, illustrating the diverse range of activities available in the subscription box. This is meant to showcase all that Panda Crate has to offer. - 00:03–00:06 00:03–00:06 The ad transitions to shots of babies and kids playing with toys, highlighting the different stages of development the Panda Crate supports. - 00:06–00:15 00:06–00:15 The ad continues to showcase happy babies and toddlers enjoying Panda Crate toys, reinforcing the idea of learning, playing, and growing together, and emphasizing the brand's name.

# Ad summary This ad showcases the KiwiCo Spinning Sand Garden product as an engaging alternative to screen time for teens. It highlights the product's ability to provide quality "me-time" and mental relaxation through creative engineering. # Brand positioning KiwiCo is presented as a provider of engaging engineering projects designed to offer a quality "me-time" activity for teens. The brand caters to parents seeking alternatives to screen time. It positions itself as a source of creative and educational activities that can serve as monthly engineering projects. # Product The KiwiCo Spinning Sand Garden is a mechanical machine designed to create greenspace patterns in sand. It is presented as an engaging project for teens who need a break from screens. The product includes build-it-yourself components such as a wooden frame, plastic gears, sand, and metal balls. Once assembled, the machine uses automated movements to draw intricate designs in the sand, offering a calming and creative activity. # Visual style The ad combines static shots with close-ups of product assembly. The aesthetic has a DIY feel, with outdoor settings and natural lighting. Editing involves quick cuts to show the product's build process and the final result, alternating between construction and demonstration. Pacing is moderate, matching the calming nature of the product. # Hooks Spoken: 00:00–00:11 Are you looking for a great way to get your teen off their phone? [Questioning] Text overlay: 00:00–00:02 Your teen wants to zen out🧘🏽‍♀️ / 00:02–00:03 but their screen time is out of control 🚨 Visual: 00:00–00:02 Top-down shot of the assembled spinning sand garden. The round wooden base with evenly spaced, short dark brown rectangles along the outer edge. Inside the base is white sand, with a metal ball resting on the sand. A light wood apparatus with two posts suspends a perpendicular piece of wood over the sand. The metal ball is moving, creating a pattern in the sand. / 00:02–00:03 A tan picnic table is in the background, with a green and brown leafy background. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is excessive screen time for teens. "but their screen time is out of control 🚨" # Value propositions - Get your teen off their phone with an engaging alternative. - Provide quality me-time every month with creative engineering projects. # Benefits - Quality me-time - Alternative to screen time - Calming activity - Creative engineering projects # Features - Spinning Sand Garden - Build it yourself components (wooden frame, plastic gears, sand, and metal balls) # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad maintains a brand perspective, showcasing the product's benefits and providing information. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of the completed sand garden in motion, as text appears noting the teen may want to "zen out." - 00:02–00:03 00:02–00:03 The text shifts to a common problem: screen time is out of control. - 00:03–00:06 00:03–00:06 The ad shows someone constructing the sand garden from individual parts, with close-ups of the assembly process. The product’s box is shown, identifying it as the KiwiCo Spinning Sand Garden. - 00:06–00:11 00:06–00:11 The ad cuts back to the completed sand garden as the mechanism runs, drawing designs in the sand. Text encourages parents to "Give them quality me-time every month with engineering projects from KiwiCo."