How Reframe Advertises on Meta

# Ad summary The ad shows a before and after scenario of drinking less alcohol using the Reframe app. The left side shows a woman in distress with a bottle of alcohol, representing week 1, while the right side shows her relaxed and happy in week 4, suggesting improved well-being through reduced alcohol consumption. # Brand positioning Reframe is presented as a supportive tool for individuals aiming to reduce their alcohol consumption. The brand aligns with values of self-improvement and well-being, positioning itself as a resource for those seeking a healthier lifestyle. It addresses a societal norm of alcohol consumption by offering a path towards moderation, emphasizing personal transformation and positive change rather than complete abstinence. The brand aims to occupy a space in the consumer's mind as a helpful and empowering resource, offering a positive approach to managing alcohol intake. # Product Reframe is presented as an app designed to help users drink less alcohol. The ad showcases a visual transformation over time, suggesting the app's effectiveness in promoting well-being and a healthier lifestyle. The image contrasts two scenarios: one of distress associated with alcohol (Week 1) and another of relaxation and contentment (Week 4), implying that the app helps users transition from the former to the latter. The app aims to address the barrier of difficulty in reducing alcohol intake by offering a guided, supportive path to moderation. While no specific features are listed, the implied USP is its ability to facilitate a noticeable improvement in the user's life and demeanor in a relatively short timeframe. # Visual style The ad utilizes a clean, minimalist visual style with simple line-art illustrations against a solid background. The color palette is soft and muted, using light pastel tones. The production quality appears to be intentionally simple, resembling a digital illustration rather than a photograph. This style aims to be easily scannable and approachable. # Hooks Headline: Drinking less alcohol looks great on you # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the struggle of reducing alcohol consumption. The ad shows a woman hunched over and slumped with a wine bottle, representing the distress or discomfort associated with drinking (Week 1). # Value propositions - Looks great on you # Benefits - Drink less alcohol # Call to action Download 🧠 Reframe and drink less today. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's point of view, showcasing the before-and-after effects of using their app to reduce alcohol consumption. # Storyline - The ad opens with a visual comparison of "Week 1" and "Week 4", showing a woman's contrasting states of being. This is intended to convey the potential impact of the Reframe app on reducing alcohol consumption, told from the app's perspective. - In Week 1, the woman is depicted hunched over with a bottle of champagne and a glass nearby, visually conveying distress or discomfort associated with alcohol. The brand is telling the story of the user's starting point. - In Week 4, the woman is shown sitting upright and smiling, suggesting happiness and well-being after using the app. This is meant to illustrate the positive outcome of using the app, still told from the brand's perspective. - The ad concludes with a call to action to download Reframe, reinforcing the message that the app can help users drink less. The brand's final encouragement to download is aimed at driving user acquisition.

# Ad summary The ad promotes Reframe as a tool to help people stop negotiating with alcohol. It shows a list of the first 15 days of change and a person holding a warm beverage. The ad promises an end to fighting forever, drama, and the next drink in 20 days. # Brand positioning Reframe is presented as a support tool for people aiming to reduce or eliminate alcohol consumption from their lives. The brand is positioned as understanding the daily struggles one faces when trying to change their habits, offering a step-by-step approach for the first 15 days, suggesting simplicity and control. Reframe seeks to occupy the space of a supportive and practical solution for those seeking a life with less alcohol, emphasizing control and freedom from the constant fight against cravings, and it opposes the idea of struggling forever. # Product Reframe is an app that helps individuals take control of their drinking habits, offering a structured, day-by-day approach. It offers a 15-day plan, emphasizing a path to reduce or eliminate alcohol dependence. The initial days focus on simple actions like skipping the drink, sitting with the urge, and practicing radical honesty. As the days progress, the benefits become more tangible, including better sleep, more money saved, increased confidence, and the eventual reduction of cravings. It addresses the common barrier of feeling trapped in a constant battle with alcohol, offering a promise of freedom and control in just 20 days. # Visual style The ad features a clean and minimal visual style, using a light blue background and flat vector illustrations. The color palette is muted and calming. The overall aesthetic is modern and approachable, aiming for a friendly and non-judgmental tone. # Hooks Headline: Never CRAVE Never CAVE Never LET ALCOHOL LEAD # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the constant negotiation and struggle with alcohol, implying a desire for freedom and control over cravings and habits. # Value propositions - A structured, day-by-day plan (15-day plan) to help you reduce alcohol cravings. - Promises of control over drinking habits (Just control.) # Benefits - Stop negotiating with alcohol - Better sleep - Handle stress differently - Build a real habit - Cravings lose power - You don't have to fight forever. - Just stop chasing the next drink. - No drama. - Just control. # Features - 15-day plan - Clear mornings - Radical honesty - Money saved - Confidence back # Call to action Try Reframe # Social proof - None used. # Point of view - Brand: Throughout the image, Reframe speaks directly to the viewer, offering encouragement, a structured plan, and a promise of control over their drinking habits. This ongoing conversation reinforces Reframe's role as a supportive tool and provider of solutions. # Storyline - The ad starts with an aspirational list of 'Never CRAVE, Never CAVE, Never LET ALCOHOL LEAD' to immediately convey a desired state of control and freedom from alcohol's influence, to align with the aspirations of the viewer. - Then the ad copy reads, 'Stop negotiating with alcohol.' to highlight a state of conflict with alcohol to identify with the viewer's current situation. - The numbered list follows with 'Day 1. Skip the drink' all the way to 'Day 15. Cravings lose power' to provide a concrete, step-by-step plan for changing their habits. This instills a sense of hope and achievability, showing a clear progression towards freedom from alcohol. - The ad concludes with the brand's assurance, 'You don't have to fight forever. Just stop chasing the next drink. 20 days. No drama. Just control.' to promise a manageable timeline and emphasize the ultimate goal of a life free from the struggle with alcohol.

# Ad summary This ad uses a screenshot format to highlight the negative effects of alcohol on the body and promotes a quiz to help people understand how alcohol affects them, offering a system to reduce alcohol consumption without extreme measures. # Brand positioning This ad promotes a program (Reframe) that offers a system to reduce alcohol consumption without extreme measures. The brand positions itself as a source of science-based tools and support for individuals looking to understand alcohol's impact on their bodies and achieve tangible health improvements by cutting back. It pushes against the norms of traditional 'cleanses' or overly disciplined approaches, instead focusing on sustainable change and providing the right system for individual needs. The positioning is functional, emphasizing the science-based approach, and emotional, aiming to alleviate stress and promote well-being. # Product The ad promotes a short, free, 2-minute quiz offered by Reframe, designed to show individuals what alcohol is doing inside their bodies. The program also offers science-based tools to help reduce alcohol consumption without extreme measures. It is intended for anyone experiencing issues like constant puffiness, weight gain, stomach bloating, disrupted sleep, hormonal imbalance, inflammation, and stress that may be linked to alcohol consumption. The ad emphasizes that unlike other cleanses, Reframe provides a systematic approach tailored to individual needs, promising less swelling, better mornings, and a responsive body within weeks of cutting back. It addresses the purchase barrier of needing excessive discipline by framing its method as a system that provides the right support. # Visual style The ad employs a simple, direct visual style mimicking a native phone screen screenshot, aiming for a raw and unfiltered look. This user-generated content (UGC) aesthetic is intended to be highly scannable, with a clear headline and color-blocked CTA to stand out in feed. The typography is bold and straightforward, and the layout focuses on readability. There is a platform-native lookalike design to blend in and feel less like a traditional advertisement, potentially increasing engagement by lowering the viewer's guard. # Hooks Headline: Alcohol is the reason your body won't change # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of struggling with the negative effects of alcohol, such as 'constant puffiness' and 'weight that won't shift'. The frustration is that even with efforts to improve health, these issues persist, despite the individual's age or genetics: 'It's not age. It's not genetics. It's alcohol.' # Value propositions - Reframe shows you what alcohol is doing inside your body. - Get science-based tools to reduce alcohol - without extremes. - You don't need more discipline. You need the right system. - Just take free 2-minute quiz today. # Benefits - Less swelling - Better mornings - A body that responds # Features - Science-based tools to reduce alcohol - Short quiz - 2-minute quiz # Call to action Just take free 2-minute quiz today. # Social proof - None used. # Point of view - Brand: This point of view is used throughout the ad to convey information about alcohol's effects, introduce Reframe as a solution, highlight the benefits of using Reframe, and prompt the audience to take a quiz. # Storyline - The ad opens by stating the problem: 'Alcohol is the reason your body won't change.' This message is from the brand and is designed to immediately grab attention by highlighting a potential cause for common health frustrations, implying a direct link between alcohol consumption and lack of physical improvement. - It elaborates on the negative effects of alcohol, such as puffiness, weight gain, changes in stomach appearance, disrupted sleep, hormonal imbalance, inflammation, and stress. This information is conveyed from an informative standpoint, with the intention of educating the audience about the physical toll of alcohol and is also from the brand. - The ad then transitions to offering a solution: 'Reframe shows you what alcohol is doing inside your body.' By mentioning Reframe and describing it as a means to understand the science behind alcohol's effects on the body, the audience is experiencing it from the brand's perspective. - It highlights the benefits of using Reframe, promising 'Less swelling. Better mornings. A body that responds.' This outcome focuses on the positive changes users can expect, speaking from the brand perspective to motivate action. - The ad ends with a clear call to action: 'Just take free 2-minute quiz today.' This is a direct prompt for the audience to engage with the product, presented as a low-risk entry point, and comes from the brand.

# Ad summary This ad presents a 28-day alcohol reduction schedule as a series of daily steps represented by illustrations of smiling lungs, demonstrating gradual improvement and suggesting healthier strategies. It aims to motivate viewers to reduce their alcohol consumption by visualizing a structured plan and highlighting the benefits of a healthier lifestyle. # Brand positioning Reframe is presented as a supportive tool that encourages users to adopt a healthier lifestyle by reducing alcohol consumption. It positions itself as an app to help users track habits, cut back on drinking, and implement strategies for managing cravings. The brand emphasizes self-awareness and positive change, aligning with values of health, happiness, and mindful decision-making. Rather than advocating for complete abstinence, Reframe offers a gradual approach to alcohol reduction. # Product Reframe is a habit tracking app designed to help users reduce their alcohol consumption. The ad presents a 28-day schedule that guides users through a step-by-step process, starting with awareness of drinking habits and gradually incorporating strategies like swapping alcoholic drinks for mocktails and increasing alcohol-free days. The app encourages users to track their habits, notice patterns, and manage cravings using the HALT (Hungry, Angry, Lonely, Tired) method. The ad emphasizes a non-judgmental approach, focusing on mindful drinking and positive changes to promote a healthier and happier lifestyle. # Visual style The ad features a clean, graphic style with cartoon illustrations and a grid layout. The peach, white, and black color palette gives it a modern and friendly feel. The overall design is simple and easy to follow, making it scannable and engaging. The use of cartoon lungs adds a lighthearted, approachable tone to a serious topic. # Hooks Headline: ALCOHOL REDUCTION SCHEDULE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of struggling to reduce alcohol consumption and the challenges of managing cravings. It aims to solve the problem of feeling overwhelmed by providing a structured, gradual approach. # Value propositions - Provides a structured plan to reduce alcohol consumption. - Offers practical strategies for managing drinking habits and cravings. - Emphasizes a non-judgmental, gradual approach to lifestyle change. # Benefits - Healthier life - Happier life - Improved sleep - Improved energy - Improved mood # Features - 28-day schedule - Track your drinking habits without judgment - Notice patterns, triggers, and moods - Trade one drink for a mocktail, sparkling water, or pause before pouring - Practice mindful drinking - Choose 2-3 nights alcohol-free - Pay attention to sleep, energy, and mood changes - Aim for your longest alcohol-free streak yet (3-5 days) - Use cravings as cues (HALT: Hungry, Angry, Lonely, Tired) - Respond with healthier strategies # Call to action Download Reframe # Social proof - None used. # Point of view - Brand: The schedule as a whole is provided from the point of view of the brand, providing a structured program to reduce alcohol intake. # Storyline - The ad starts with a title, "ALCOHOL REDUCTION SCHEDULE," setting the stage for a structured plan to reduce alcohol consumption. This title is intended to grab attention and convey a clear objective from the beginning. The brand is introducing the core theme of the ad. - The storyline progresses through a 28-day schedule, with each day represented by a square containing illustrations of cartoon lungs. These illustrations show the gradual improvement in lung health as alcohol consumption decreases over time. The customer is given a visualization of progress and health improvement. - The ad concludes with blocks of text that correspond with the images, emphasizing a gradual approach, starting with awareness of drinking habits, suggesting swaps for mocktails, encouraging more alcohol-free nights, and deep resets. The brand is providing practical steps and strategies for alcohol reduction. - The ad finishes with the tagline, "Live a healthier, happier life." and prompts users to download the Reframe app. The brand is providing encouragement and a call to action.

# Ad summary This ad targets women who feel they have a nightly wine habit and are looking to regain control. # Brand positioning This ad does not explicitly mention a brand name, positioning itself instead as a resource for women struggling with a nightly wine habit. The approach is understanding and non-judgmental, offering support without advocating for complete abstinence, suggesting a more moderate approach to alcohol consumption. The brand seeks to occupy a space of empathy and empowerment, appealing to women who want to feel more in control of their habits rather than being controlled by them. The brand seems to push back against the all-or-nothing mentality often associated with discussions around alcohol, offering a more nuanced perspective. # Product This ad does not feature a physical product but promotes a service or program aimed at women who feel that drinking wine has become a nightly habit. It suggests that the product can help them feel more in control again, even if they do not want to quit drinking entirely. The ad addresses the common barrier of feeling overwhelmed by the prospect of completely giving up a habit, instead offering a middle ground focused on moderation and control. The central promise is empowerment and the regaining of agency over one's habits. # Visual style The ad employs a straightforward, low-fidelity visual style, resembling a candid snapshot of a printed flyer being held up outdoors. The production quality is basic, giving the impression of authenticity and accessibility. The limited color palette (red, black, and white) and simple font choice contribute to a no-frills aesthetic. The typography integration is functional, prioritizing legibility over visual flair. The style contrasts with the highly polished norms of social media ads, potentially making it more noticeable in a crowded feed. # Hooks Headline: !!! HAS WINE BECOME PART OF THE ROUTINE? # Funnel stage Top of funnel (Awareness) # Pain points The ad targets women who feel wine has become a nightly habit, suggesting a lack of control over their alcohol consumption. The phrase "Has Become a Nightly Habit" conveys the frustration of an unwanted routine. # Value propositions - A way to feel in control again without needing to quit # Benefits - Even if you don't want to quit # Features - Helps you feel like you're in control again # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image ad conveys the brand's point of view, as it presents the brand’s understanding of the audience's problem and offers a potential solution. # Storyline - The ad begins by posing the question, “!!! HAS WINE BECOME PART OF THE ROUTINE?” which introduces the potential problem the viewer may be experiencing, told from the brand's perspective to engage the audience and make them consider their relationship with wine. - The ad states, “We're Looking for Women Who Feel Like Wine Has Become a Nightly Habit,” indicating the ad is targeted towards a specific demographic. This is from the brand's perspective to clearly identify and address the intended audience. - The ad offers a solution: "If you don't want to quit, but just want to feel like you're in control again, this is for you." This is from the brand's perspective, offering a comforting message of support, suggesting that help is available even if they don't want to completely abstain from drinking.

# Ad summary This ad identifies the possible signs that alcohol is impacting you and suggests that you download Reframe. # Brand positioning Reframe is presented as a source for helping people live healthier and happier lives. The brand provides a resource for recognizing the negative impacts of alcohol consumption. # Product Reframe is presented as an app that can be downloaded. The advertisement uses the tagline, "Live a healthier, happier life. Download Reframe", which is placed in the bottom center of the image. # Visual style The ad features a flat, digital illustration style with clean lines and a stark color contrast between the red liquid, green bottle, and black background. The style is simple and direct, focusing on the message over detailed visuals. # Hooks Headline: 12 possible signs alcohol is impacting you # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the realization that alcohol may be negatively impacting one's life: "DO THESE CHANGES MATCH HOW YOU'RE FEELING?" # Value propositions - Live a healthier, happier life by downloading the Reframe app. # Benefits - Live a healthier, happier life # Features - None used # Call to action Download Reframe # Social proof - None used. # Point of view - Brand: The brand logo appears in the top left, with the text, "Live a healthier, happier life. Download Reframe", which is placed in the bottom center of the image. # Storyline - The ad opens by asking viewers if they notice specific shifts in their life or feelings, indicating that alcohol might be having a negative impact. This is intended to make the audience reflect on their own habits and behaviors. - The ad then presents the Reframe app as a solution for those seeking a healthier, happier life. This connects the identified problem with a tangible solution.

# Ad summary This ad speaks to women who want to stop drinking. It mentions that the program requires 15 minutes per day, and helps women drink less without guilt or pressure. # Brand positioning Reframe offers a way for women to stop drinking. It focuses on helping women without pressure or guilt and in a way that does not require dramatic fresh starts. Instead, it offers support. The brand seems to be emotionally driven because it wants to eliminate the negative emotions associated with stopping drinking. # Product Reframe helps women drink less without guilt or pressure. The program requires 15 minutes a day and is designed for women. The program provides support for people who have wanted to quit drinking but have been unable to. The program focuses on providing real support as opposed to dramatic fresh starts. # Visual style The image is a simple screen shot of iPhone notes. The design is simple and minimalist. # Hooks Headline: WE'RE LOOKING FOR WOMEN WHO WANT TO QUIT DRINKING ON MONDAY # Funnel stage Middle of funnel (Consideration) # Pain points The ad acknowledges how hard it is to stop drinking and it speaks to women who have tried to quit drinking before. # Value propositions - "Reframe helps women drink less without guilt or pressure. 15 minutes a day." # Benefits - You don't need a dramatic fresh start. - You need real support. # Features - Reframe helps women drink less without guilt or pressure - 15 minutes a day # Call to action None used. # Social proof - None used. # Point of view - Brand: The whole ad feels like the brand is trying to speak to the target audience. # Storyline - The ad opens by stating that they are looking for women who want to quit drinking on Monday. This helps grab the attention of women who want to stop drinking and helps weed out people who are not interested. The brand is communicating this message. - The ad states, "You've made the promise before. After the weekend. After this week. Not because you lack strength. Because over time, it costs more than it gives. You don't need a dramatic fresh start. You need real support." This communicates that the person understands that quitting drinking is hard. The brand is communicating this message. - The ad states that, "Reframe helps women drink less without guilt or pressure. 15 minutes a day." This gives the benefit and describes the program, saying it requires 15 minutes a day. The brand is communicating this message.

# Ad summary This ad for Reframe targets mothers who want to reduce or eliminate their alcohol consumption. It features a woman relaxing in a candlelit bubble bath and lists the benefits of living without alcohol. # Brand positioning Reframe is presented as a supportive program to help mothers reduce or eliminate alcohol from their lives. It positions itself as a tool for self-care, promoting values of prioritizing oneself and aligning with personal choices. The brand seems to push against the norms of societal expectations for mothers and aims to empower them to take control of their well-being. The brand positioning leans toward emotional empowerment and self-alignment. # Product Reframe is a program designed to help mothers eliminate alcohol from their lives. The ad highlights several benefits of the program, including "Real rest at night," a "Calmer nervous system," "Softer reactions," "Steady energy," "Fewer emotional swings," "More presence," "Less hidden guilt," and "Feeling aligned with your choices." The ad also addresses the potential purchase barrier by offering a "30 Days Free" trial, suggesting that the program is accessible and risk-free to try. # Visual style The ad has a highly polished, studio-shot aesthetic. The visual motifs include warm lighting, soft focus, and a serene setting to evoke a sense of relaxation and self-care. The image treatment involves color grading to enhance the warm tones and create a calming atmosphere. The typography is clean and legible, with a clear hierarchy of information. The visual style feels native to platforms like Instagram, with a focus on creating a visually appealing and aspirational image that can quickly capture attention in-feed. # Hooks Headline: 42 Days Without Alcohol for Moms Who Put Themselves First – Too # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of guilt or conflict in mothers who feel they cannot prioritize themselves. # Value propositions - Achieve real rest, a calmer nervous system, and steady energy by eliminating alcohol. - Experience fewer emotional swings, more presence, and less hidden guilt through sobriety. - Align with your choices and prioritize yourself as a mom. # Benefits - Real rest at night - Calmer nervous system - Softer reactions - Steady energy - Fewer emotional swings - More presence - Less hidden guilt - Feeling aligned with your choices # Features - Real rest at night - Calmer nervous system - Softer reactions - Steady energy - Fewer emotional swings - More presence - Less hidden guilt - Feeling aligned with your choices # Call to action Try Reframe # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's perspective. The brand is conveying the benefits of the product, the offer, and the call to action. # Storyline - The ad starts by presenting a headline that speaks to mothers, specifically those who want to prioritize themselves by living "42 Days Without Alcohol." This is intended to resonate with a specific audience who are already considering this lifestyle change, told from the brand's perspective to grab the viewer's attention. - The brand then lists the benefits of using the program, such as "Real rest at night" and a "Calmer nervous system," which emphasizes the positive outcomes of choosing an alcohol-free life. This is intended to show the value and address the viewer's potential desires for a healthier and more balanced life, told from the brand's perspective to highlight features. - The ad concludes by inviting the viewer to "Try Reframe" with a "30 Days Free" offer, providing a direct call to action and removing the initial barrier to entry. This is designed to prompt immediate action, from the brand's perspective to drive conversions.

# Ad summary This ad provides an educational overview of how alcohol affects the liver. It outlines the impact on the body, from an inflamed liver to a recovering liver, and lists various symptoms associated with each stage. # Brand positioning There is no brand explicitly promoted in this ad. The ad focuses on educating viewers about the potential negative effects of alcohol on the liver, and it promotes the idea of understanding one's liver type. # Product There is no specific product promoted in this ad. Instead, the focus is on the concept of 'liver type' and how alcohol affects the liver in various ways. The ad provides information about different stages of liver health when affected by alcohol, including 'The Inflamed Liver,' 'The Fatty Liver,' 'The Stressed Liver,' 'The Overworked Liver,' and 'The Recovering Liver.' For each stage, the ad lists specific symptoms and conditions associated with it. The intention is to educate viewers about the potential impact of alcohol consumption on liver health and encourage them to learn about their own liver type. # Visual style The ad has a clean, informative visual style with a diagrammatic approach. The illustrations of the liver in various states are designed to be clear and easily understandable. The color palette is simple and consistent, using pastel colors for the background and brighter colors to highlight the liver conditions. The overall style is educational and straightforward, aiming to convey information effectively. # Hooks Headline: How is alcohol affecting your liver? # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the pain point of not understanding how alcohol affects the liver, with potential symptoms like fatigue, discomfort, and mood swings. "How is alcohol affecting your liver?" # Value propositions - Understanding the specific ways alcohol affects your liver, allowing you to take informed steps towards better health. - Identifying where you are on the liver-health spectrum, from inflamed to recovering, to help guide your lifestyle choices. # Benefits - Understanding how alcohol affects your liver - Identifying the symptoms of liver damage - Learning about different stages of liver health - Potentially improving liver health through recovery # Features - Bloated after drinking - Upper-right abdominal discomfort - Fatigue after alcohol - Nausea - Flushed skin - Weight gain around the middle - Low energy - Brain fog - Poor sleep after drinking - Cravings for salty or fatty foods - Anxiety after drinking - Mood swings - Disrupted sleep - Digestive issues - Low motivation - Strong hangovers from "not that much" - Feeling alcohol hits harder than it used to - Frequent headaches - Sensitivity to sugar or processed foods after drinking - Slower bounce-back - More steady energy - Less bloating - Clearer skin - Better sleep - Fewer cravings # Call to action See Your Liver Type # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, as the brand provides educational information and encourages viewers to learn more about their liver health. # Storyline - The ad opens by posing the question, "How is alcohol affecting your liver?" inviting viewers to consider the impact of alcohol on their health, presented from the brand's perspective as an informational guide. - The ad then presents five different stages of liver health: 'The Inflamed Liver,' 'The Fatty Liver,' 'The Stressed Liver,' 'The Overworked Liver,' and 'The Recovering Liver.' Each stage is accompanied by a visual representation and a list of symptoms, informing the viewer of the potential effects of alcohol on their liver, presented from an informational perspective. - The ad concludes with a call to action, "See Your Liver Type," encouraging viewers to learn more about their liver health, framed from the brand's perspective as an invitation to explore further information.

# Ad summary The ad promotes Reframe, a self-help program for reducing alcohol consumption. It presents a list of 44 daily topics or lessons designed to help individuals rewrite their evenings without alcohol. The ad emphasizes the benefits of a calmer life, clearer mornings, and a more fulfilling life. # Brand positioning Reframe is positioned as a supportive tool for individuals seeking to reduce or eliminate alcohol consumption. The brand's approach seems personal and experience-based, as the ad references the creator's initial small experiment that led to significant positive changes. Reframe aims to occupy the space of accessible self-improvement, focusing on tangible lifestyle improvements like calmer evenings and clearer mornings. It promotes a life of intention and well-being, pushing against the norm of relying on alcohol for relaxation or socializing. # Product Reframe is presented as a self-help program designed to help individuals drink less alcohol. It is structured as a 44-day plan that addresses various aspects of alcohol consumption, including the brain's reward loop, dopamine traps, stress drinking, sleep habits, cravings, anxiety, energy levels, social pressures, gut health, and emotional triggers. The program's USPs lie in its comprehensive approach and daily structure. Each day focuses on a specific topic and offers insights or practices to help users understand and manage their relationship with alcohol. The program aims to address the purchase barrier of feeling overwhelmed or unsure about how to reduce alcohol consumption by providing a clear, step-by-step plan. # Visual style The ad uses a clean and informative visual style, resembling a page from a self-help guide or workbook. The production quality is simple and straightforward, with a focus on clarity and readability. The use of a listicle format and serif font provides a sense of organization. The tree graphics at the top of the ad create a natural or nature-based metaphor for growth. # Hooks Headline: REWRITE YOUR EVENINGS WITHOUT ALCOHOL # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the struggle to reduce alcohol consumption and the desire for a more fulfilling life without alcohol. # Value propositions - A comprehensive 44-day program offering a structured approach to reducing alcohol consumption and improving overall well-being # Benefits - Calmer evenings - Clearer mornings - Improved life # Features - 44-day plan # Call to action Get a self-help plan and drink less today with Reframe # Point of view - Brand: The brand is telling the story of its founding and demonstrating the value of the Reframe program. # Storyline - The ad opens with a compelling headline, "REWRITE YOUR EVENINGS WITHOUT ALCOHOL," immediately setting the stage and promising a transformative benefit. The brand is speaking directly to the audience, introducing the central theme of the ad and setting the tone for a positive change. - The founder shares their personal experience of creating Reframe, stating, "I started Reframe as a small experiment. Now, evenings feel calmer, mornings clearer, and life more my own." This personal anecdote aims to build trust and credibility, offering a glimpse into the program's origins and intended outcomes. The brand is telling its story through the words of its founder, humanizing the product and highlighting the potential benefits for the customer. - The ad transitions into a list of 44 daily topics or lessons, showcasing the program's structured approach to addressing alcohol consumption. Each day's topic is presented alongside an estimated time commitment, offering a clear understanding of the program's depth and time investment. The brand is speaking to the audience, providing a comprehensive overview of the program's curriculum and demonstrating its commitment to holistic lifestyle improvement. - The ad concludes with a direct call to action, "Get a self-help plan and drink less today with Reframe," encouraging immediate engagement and purchase. This CTA serves as the final push, urging the audience to take action and embrace the program's transformative potential. The brand is inviting the audience to join its community, making it easy to try Reframe.

# Ad summary This image ad is targeting women who frequently resolve to only drink 'just today' by suggesting that they don't need more discipline, they need a system. It then offers them a 30-day free trial to change their habits gently. # Brand positioning This ad promotes a program (likely an app or course) focused on helping women reduce or eliminate drinking. The brand positions itself as a gentle, system-based alternative to willpower, discipline, or shame-based approaches. It aims to occupy a space of empathetic, sustainable support for women who are already questioning their drinking habits. The brand aligns with values of self-compassion and empowerment rather than self-criticism. The brand pushes against traditional approaches that emphasize willpower, guilt, or strict rules, instead presenting itself as a more understanding and effective solution. # Product The ad promotes a system called 'Reframe' that gently helps women change their drinking habits. It is for women who find themselves repeatedly saying 'just today' regarding alcohol consumption. The ad highlights that the system is a way to avoid the negative feelings associated with drinking such as foggy mornings, low energy, and quiet regret. The main USP is that the product offers a supportive, gentle approach and replaces the need for discipline. The ad encourages users to start tonight and offers a 30 days free trial, addressing the purchase barrier of initial investment and risk. # Visual style The ad has a light and inviting aesthetic with a clean layout and a soft color palette. The font is simple and legible, contributing to a friendly and approachable feel. The flower illustration adds a touch of playfulness and reinforces the 'gentle' nature of the brand's solution. The overall effect is a calming and non-judgmental visual environment. # Hooks Headline: WE'RE LOOKING FOR WOMEN WHO SAY “JUST TODAY” EVERY DAY # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of repeatedly telling oneself 'just today' when it comes to drinking, and hating how you feel after, foggy mornings, low energy and that quiet regret. # Value propositions - You don't need more discipline. You need a system. Reframe helps you change the habit gently. - Try 30 days free. # Benefits - change the habit gently # Call to action Start tonight. # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand identifies the user's problems and then presents Reframe as a gentle solution to try. # Storyline - The ad begins by seeking out women who repeatedly tell themselves 'just today,' aiming to resonate with those who are already in the cycle of questioning their drinking habits. The brand is speaking directly to its target audience, immediately establishing a personal connection. - The ad highlights the negative consequences of drinking, such as feeling bad afterward, foggy mornings, low energy, and quiet regret. The brand continues speaking to the target customer and describing the user's current experience in a way that mirrors back the problems they feel as a result of drinking. - The ad offers reassurance by stating that the user doesn't need more discipline, but rather a system. The brand offers this suggestion in a way that shows an understanding of the challenges users may be facing. - The ad introduces Reframe as a gentle way to change the habit. The brand introduces their solution in a way that sounds manageable and supportive. - The ad ends with a call to action to 'Start tonight' and 'Try 30 days free'. The brand seeks to encourage action by lowering the barrier to entry for the product.

# Ad summary The ad is for Reframe, which is a self-help plan to help the consumer drink less. The ad shows the consumer what their life will be like before and after starting their sobriety journey. On the left of the ad is a bulleted list of the program's itinerary, consisting of 42 days worth of tips and tricks to maintain sobriety. The ad uses a before and after approach by showing a full glass of beer and a glass of water with a lemon. # Brand positioning Reframe is presented as a self-help brand focused on assisting individuals in reducing their alcohol consumption and achieving sobriety. The brand emphasizes education, providing users with insights into the science of addiction, the impact of alcohol on the brain and body, and strategies for managing cravings and triggers. Reframe takes a scientific approach to behavior change and positions itself as a supportive resource for individuals seeking to improve their relationship with alcohol, promoting a lifestyle of mindfulness, self-improvement, and overall well-being. Reframe aims to empower individuals to take control of their habits and make informed decisions about their health. # Product Reframe offers a 42-day program that is designed to support individuals in their journey to sobriety. The program provides daily guidance and education on various aspects of addiction, including the brain's reward system, the impact of alcohol on neurotransmitters, and strategies for building new neural pathways. The program also incorporates mindfulness and brain health practices, nutrition, exercise, and meditation techniques. Reframe also addresses potential barriers to sobriety such as stress, cravings, negative thought patterns, and lack of support. The program emphasizes the benefits of journaling, gratitude, and a growth mindset, offering a comprehensive approach to achieving long-term success. # Visual style The ad has a clean and informative visual style. It uses a split-screen layout with a list of tips on one side and a before-and-after image on the other. The color palette is neutral and uses a simplistic style. # Hooks Headline: 42-day Sobriety Challenge # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the struggle with alcohol consumption. The ad features a visual representation of the journey from alcohol consumption to a healthier alternative, with the aim to encourage individuals to overcome their drinking habits. # Value propositions - Get a self-help plan and drink less today with Reframe # Benefits - Self-help plan to drink less # Features - 42-day Sobriety Challenge # Call to action Get a self-help plan and drink less today # Social proof - None used. # Point of view - Brand: The point of view is consistent throughout the ad, as the brand is presenting the product and its benefits. # Storyline - The ad begins by presenting a 42-day sobriety challenge, which frames the ad's intention of educating and offering tools for sobriety. The brand is presenting an upcoming challenge as an offer to the consumer. - The ad lists daily themes or topics that will be covered throughout the 42-day challenge. The brand provides a preview of the program's curriculum to showcase its comprehensiveness and expertise in the field of sobriety. - The ad uses a 'before and after' comparison, showing a full glass of beer and a glass of water with a lemon slice. The consumer sees the contrast between alcohol consumption and sobriety, symbolizing the transformation achieved through the program. - The ad shows a call to action. The brand prompts the viewer to take action and explore the Reframe program, reinforcing the message that the viewer can get help and drink less today.

# Ad summary The ad is presented as a handwritten note from someone who decided to take a break from drinking and is suggesting Reframe to others. # Brand positioning Reframe is presented as a helpful resource for individuals looking to moderate or eliminate alcohol from their lives. The brand is positioned as a supportive tool that encourages a trial period rather than a lifelong commitment. It aligns with a lifestyle of self-improvement and mindful living, pushing against the norm of constant alcohol consumption often seen in social settings. The brand positioning is both functional, offering a straightforward method for behavior change, and emotional, providing hope and a sense of control. # Product Reframe is not explicitly described as a product, but is rather alluded to as a program, resource, or tool designed to help people take a break from drinking. The ad targets individuals who are feeling 'off,' tired, foggy, or on edge, and who may be using alcohol to cope with stress. It addresses the barrier of commitment by suggesting a trial of just 20 days. The ad highlights potential benefits such as improved sleep, clearer mornings, and a realization of alcohol's dulling effects. # Visual style The ad employs a lo-fi, personal visual style, mimicking a handwritten note on aged paper. The production quality suggests a simple, unedited approach, which lends authenticity. The visual motif of handwritten text aims to create a relatable and intimate feel, and may help with scannability. # Hooks Headline: How I finally took a break from drinking # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is feeling 'off' – experiencing tiredness, fogginess, and edginess, which leads to increased stress and reliance on alcohol: "I'd been feeling off for a while. Not falling apart. Just tired. Foggy. On edge. I kept telling myself it was stress. But most nights ended with another drink." # Value propositions - If you've been wondering what life feels like without drinking, try 20 days # Benefits - Improved sleep - Mornings felt lighter - Head felt clearer - Realize how much alcohol was dulling things # Features - Simple program that doesn't require a big announcement - Program that isn't forever - Program is Just a reset # Call to action Try Reframe # Point of view - Customer: The majority of the image, with personal reflections and experiences related to breaking from drinking, fits the Customer POV because it recounts a first-person journey. - Brand: The final line, 'Try Reframe,' represents the Brand POV, directly suggesting the viewer try a product or service. # Storyline - The story begins with the narrator reflecting on feeling 'off' and experiencing symptoms like tiredness, fogginess, and edginess. The message intends to convey a state of discomfort and unease that many viewers may find relatable. This part of the story is told from the customer's perspective, recounting their personal experience. - The narrator recalls attributing their feelings to stress and relying on nightly drinks. The message reveals a common coping mechanism and its potential negative consequences. The perspective remains that of the customer, sharing their past habits and thought processes. - The story shifts to the narrator's decision to try something simple: stopping drinking for a few weeks without making a permanent commitment. This part of the story is still told from the customer's viewpoint, recounting the actions they took to address their issues. - The narrative highlights positive changes experienced after a few days, including improved sleep and clearer mornings. The intention is to showcase the benefits of reduced alcohol consumption. The perspective is the customer's, now focusing on the positive outcomes of their choice. - The narrator shares the realization of how alcohol had been dulling their senses. This message aims to emphasize the previously unnoticed negative effects of alcohol. The perspective is that of the customer, now reflecting on their newfound awareness. - The ad concludes with a direct suggestion: if the viewer has wondered what life is like without drinking, they should try 20 days with Reframe. The message serves as a call to action, encouraging viewers to explore the benefits for themselves. This is communicated from the brand's perspective, offering a solution and inviting engagement.

# Ad summary This ad promotes Reframe's 42-day sobriety challenge. It uses a listicle format to highlight the daily topics covered in the challenge, alongside a before-and-after visual of a liver to illustrate the positive impact of sobriety. # Brand positioning The brand, Reframe, is presented as a supportive resource for individuals seeking to achieve sobriety. It positions itself as an expert in the field, offering a structured, science-backed approach to overcoming alcohol dependence. The brand emphasizes education, self-improvement, and long-term success, aligning with values of health, mindfulness, and personal growth. It pushes against the norm of struggling alone with addiction by providing a guided, personalized plan. # Product The product being advertised is Reframe's 42-day Sobriety Challenge, a structured program designed to help individuals achieve and maintain sobriety. The challenge consists of daily lessons and activities focused on various aspects of addiction, recovery, and mental well-being. Topics range from understanding the brain's reward system and the impact of alcohol on neurotransmitters to building new neural pathways, managing anxiety, and developing resilience. The program is designed for individuals seeking to break the habit loop of alcohol dependence and improve their overall health and well-being. The ad addresses the purchase barrier of uncertainty by offering a personalized plan, suggesting a tailored approach to each individual's needs. # Visual style The ad has a clean, informative visual style with a focus on clarity and simplicity. The production quality is high, with a well-organized layout and clear typography. The visual motifs include a listicle format, a before-and-after comparison, and cartoon-like illustrations. The image treatment is minimal, with a focus on bright, saturated colors and clean lines. The typography is large and legible, making the ad easy to scan and understand. # Hooks Headline: 42-day Sobriety Challenge # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of struggling with alcohol dependence and the desire to break free from the habit loop. The sad-faced liver labeled 'Before' visually represents the negative impact of alcohol on one's health and well-being. # Value propositions - Structured program for achieving and maintaining sobriety - Personalized plan tailored to individual needs - Comprehensive approach addressing various aspects of addiction and recovery # Benefits - Understanding the brain's reward system - Building new neural pathways - Managing anxiety - Developing resilience - Improving overall health and well-being # Features - 42-day structured program - Daily lessons and activities - Personalized plan # Call to action Get your personalized plan today. Download Reframe # Social proof - None used. # Point of view - Brand: The list of daily topics and the call to action are presented from the brand's perspective, showcasing the product's features and encouraging viewers to take the next step. - Customer: The visual comparison of the liver 'Before' and 'After' the challenge is presented from the customer's perspective, illustrating the potential positive impact of the challenge on their health and well-being. # Storyline - The ad begins by introducing the '42-day Sobriety Challenge,' immediately setting the stage for a structured, time-bound program. This is presented from the brand's perspective, establishing the core offering and its duration. - A list of daily topics is then presented, ranging from 'Understanding the Brain's Reward System' to 'The Power of Positive Affirmations.' This section, also from the brand's perspective, aims to showcase the breadth and depth of the challenge, highlighting its educational and therapeutic components. - A visual comparison of a liver 'Before' and 'After' the challenge is shown, with the 'Before' liver appearing sad and the 'After' liver appearing happy. This is presented from the customer's perspective, illustrating the potential positive impact of the challenge on their health and well-being. - The ad concludes with a call to action: 'Get your personalized plan today. Download Reframe.' This is presented from the brand's perspective, encouraging viewers to take the next step and engage with the product.

# Ad summary This ad promotes Reframe, a program designed to help people achieve sobriety. It presents a 42-day sobriety challenge, outlining daily topics related to brain health and habit formation. The ad uses a before-and-after visual of a kidney character to illustrate the positive transformation that can occur with sobriety, encouraging viewers to download the Reframe app. # Brand positioning Reframe is presented as a supportive tool for individuals seeking to achieve sobriety and improve their overall well-being. The brand positions itself as an educational resource, offering a structured program with daily insights into the science behind addiction and recovery. By focusing on brain health, emotional regulation, and habit formation, Reframe aims to empower users with knowledge and strategies for lasting change. The brand aligns with a lifestyle of health, happiness, and self-improvement, pushing against the norms of passively accepting addiction by providing actionable steps and a supportive framework. # Product Reframe is a program designed to help individuals achieve sobriety through a structured 42-day challenge. The program provides daily insights and topics related to brain health, emotional regulation, and habit formation. Each day focuses on a specific aspect of addiction and recovery, such as understanding the brain's reward system, the impact of alcohol on sleep, and strategies for managing anxiety. The program aims to educate users on the science behind addiction and equip them with practical techniques for building healthy habits and maintaining long-term success. The ad addresses the purchase barrier of uncertainty by offering a clear, step-by-step approach to sobriety, emphasizing the positive transformation that can occur with consistent effort. # Visual style The ad features a clean and informative visual style with a listicle format. The use of cartoon characters adds a playful and approachable element to the serious topic of sobriety. The before-and-after transformation is visually clear and impactful. The overall design is simple and easy to scan, with a focus on conveying information and encouraging action. # Hooks Headline: 42 DAYS SOBRIETY CHALLENGE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of struggling with alcohol addiction and the desire to achieve sobriety. The "Before" image of the sad kidney character holding alcohol visually represents this struggle. # Value propositions - Structured 42-day program provides a clear path to sobriety - Daily insights offer valuable knowledge and support - Focus on brain health and habit formation ensures long-term success - Download Reframe to start living a healthier, happier life # Benefits - Achieve sobriety - Improve overall well-being - Gain knowledge and strategies for lasting change - Live a healthier, happier life # Features - 42-day structured program - Daily insights and topics - Focus on brain health, emotional regulation, and habit formation # Call to action Live a healthier, happier life. Download Reframe # Social proof - None used. # Point of view - Brand: The list of daily topics and the call to action at the bottom of the image are presented from the brand's perspective, showcasing the program's features and encouraging viewers to download the app. - Customer: The before-and-after images of the kidney character visually represent the transformation a customer might experience, showing the negative effects of alcohol and the positive outcomes of sobriety. # Storyline - The ad begins by introducing a "42 DAYS SOBRIETY CHALLENGE," immediately setting the stage for a structured program. This is told from the brand's perspective, aiming to grab the viewer's attention with a clear and achievable goal. - The ad lists daily topics, such as "Understanding the Brain's Reward System" and "How Alcohol Affects Neurotransmitters," to showcase the educational aspect of the program. This is told from the brand's perspective, highlighting the depth of knowledge and support offered. - The ad presents a "Before" image of a kidney character looking sad and holding alcohol, followed by an "After" image of the same character looking happy and healthy. This is told from the customer's perspective, visually demonstrating the positive transformation that can occur with sobriety. - The ad concludes with the call to action, "Live a healthier, happier life. Download Reframe," reinforcing the desired outcome and providing a clear next step. This is told from the brand's perspective, encouraging viewers to take action and join the program.

# Ad summary The ad uses an infographic to highlight the health benefits of quitting alcohol, outlining specific positive changes that occur in the body over time. It also encourages viewers to explore a self-help plan offered by Reframe. # Brand positioning Reframe is presented as a supportive resource for individuals looking to reduce their alcohol consumption. The brand is positioned as an ally in achieving a healthier lifestyle, providing tools and plans to manage cravings and anxiety associated with quitting alcohol. The brand aims to occupy a space of encouragement and practicality, offering solutions rather than judgment. It aligns with values of self-improvement, health, and accessible support. The brand seems to disregard the norm of ignoring the conversation of being sober or limiting drinking in our society. # Product The advertised product is a self-help plan designed to help individuals drink less. It works by providing support and tools to manage the challenges associated with quitting alcohol, such as anxiety and cravings. Explicit product details are not extensively outlined in the ad, but it addresses a purchase barrier by offering a plan that helps manage the difficult parts of quitting drinking, such as dealing with anxiety and cravings. # Visual style The ad employs a clean, informational visual style, similar to an infographic. The production quality appears polished, with a focus on clear typography and layout. The image treatment uses soft, muted colors. The integration of typography is functional and legible. The style is designed for scannability, enabling viewers to quickly grasp the key information. # Hooks Headline: Timeline: Body Changes After Quitting Alcohol # Funnel stage Top of funnel (Awareness) # Pain points The ad identifies that quitting alcohol can be challenging because of brain chemistry rebalancing. This is communicated when it states 'Headaches and irritability peak as your brain chemistry rebalances. This is the hardest part. Your body is recalibrating everything alcohol disrupted.' # Value propositions - The timeline format and the health benefits clearly communicate value by presenting a clear roadmap of positive changes to expect when quitting alcohol. # Benefits - Disease risk factors drop significantly. - You've added years to your life expectancy. - The person in the mirror is unrecognizable. - Expect disrupted sleep, that's normal and temporary. - Headaches and irritability peak as your brain chemistry rebalances. - Blood pressure normalizes. - You're building muscle easier. - Your body trusts you again. - Digestion improves noticeably. - Bloating decreases. - Your face looks less puffy. - You're sleeping lighter but waking without hangovers changes everything. - You feel fundamentally different in your body. - Brain fog starts lifting. - You notice yourself thinking faster and remembering more. - Skin tone evens out. Dark circles begin fading. - Weight changes become visible. - Energy feels sustainable, not borrowed. - Anxiety that you thought was "just you" decreases. - Cravings become manageable with the right tools. # Features - Detox begins. - Your liver shifts from processing alcohol to repairing itself. - Blood sugar starts stabilizing. - Cardiovascular system shows real improvement. - Liver enzymes show measurable improvement in bloodwork. - Mental health stabilizes dramatically. - Body composition shifts as inflammation decreases and metabolism normalizes. - Nervous system calms significantly. # Call to action Get a self-help plan and drink less today with Reframe # Social proof - None used. # Point of view - External source: The title introduces the timeline and its focus on the body's changes after stopping alcohol. - Brand: Each point along the timeline presents information about the positive health changes that occur over time. # Storyline - The ad begins with the heading “Timeline: Body Changes After Quitting Alcohol.” This grabs the audience's attention by promising informative content that reveals positive outcomes of quitting alcohol. The brand starts from an external source. - The timeline begins with 'First 24 Hours' and explains 'Detox begins. Your liver shifts from processing alcohol to repairing itself. Blood sugar starts stabilizing. Expect disrupted sleep, that's normal and temporary.' Here the viewer is given information about the first step, from the brand's point of view. - Progressing through the timeline: 'Day 3-5: Headaches and irritability peak as your brain chemistry rebalances. This is the hardest part. Your body is recalibrating everything alcohol disrupted.' Here the brand acknowledges what the most difficult part will be, from the brand's point of view. - The timeline continues to illustrate progress in the days, weeks, months, and years after quitting drinking alcohol. Each step in the timeline highlights improvements for the body that can be expected. The brand is highlighting all the positive effects from their point of view. - At the bottom of the image, the brand tells the viewer to 'Get a self-help plan and drink less today with Reframe'. Here the brand is encouraging the customer to take action and get help.

# Ad summary The image promotes the Reframe app by highlighting their 42 Days Sobriety Challenge. The image emphasizes the educational aspects of the challenge, detailing the daily topics covered. The call to action encourages users to get a self-help plan and reduce their alcohol consumption. # Brand positioning Reframe is presented as a self-help resource focused on helping individuals reduce their alcohol consumption. The brand is positioned as an educational resource, providing insights into the science behind addiction and offering strategies for managing triggers and building healthier habits. The brand emphasizes a supportive and positive approach to sobriety, aligning with values of personal growth and well-being. The brand seeks to occupy the space of a helpful guide, offering a structured plan to address alcohol-related issues. # Product The featured product is Reframe's 42 Days Sobriety Challenge, an educational self-help plan designed to help individuals reduce their alcohol consumption. The challenge is structured as a daily learning program, with each day focusing on a specific topic related to addiction, mental health, and habit formation. Topics include understanding the brain's reward system, the impact of alcohol on sleep and memory, strategies for managing anxiety, and techniques for improving focus. The program aims to provide users with a comprehensive understanding of their relationship with alcohol and equip them with practical tools for building a healthier lifestyle. The challenge addresses potential purchase barriers by offering a structured, science-based approach to sobriety. # Visual style The ad employs a clean and informative visual style, resembling a digital list or flyer. The design is minimalist with a focus on legibility and clarity. The use of a white background and straightforward typography emphasizes the informational content, while the colorful pattern in the top-left adds a modern and calming touch. The layout is organized and easy to scan, fitting the format of a shareable infographic. # Hooks Headline: 42 Days Sobriety Challenge # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of struggling with alcohol consumption and the desire for a structured, science-backed plan to reduce drinking, as signaled by the need for a 'self-help plan'. # Value propositions - Structured program: The 42-day challenge provides a clear, step-by-step plan for reducing alcohol consumption. - Educational content: Daily topics offer insights into the science behind addiction and strategies for managing triggers. - Comprehensive approach: The program addresses various aspects of mental health and habit formation, promoting overall well-being. # Benefits - Reduced alcohol consumption - Improved mental health - Better understanding of addiction - Development of healthy habits # Features - 42 days of guided content - Daily topics on addiction, mental health, and habit formation - Science-backed approach # Call to action Get a self-help plan and drink less today with # Social proof - None used. # Point of view - Brand: The entire ad communicates from the brand’s perspective, as it promotes the Reframe app and its 42 Days Sobriety Challenge, detailing its educational content and encouraging users to take action. # Storyline - The image begins by introducing the Reframe 42 Days Sobriety Challenge, immediately conveying the central theme and goal of the ad. This is presented from the brand's perspective, setting the stage for a structured program aimed at reducing alcohol consumption. - The ad then lists the daily topics covered in the challenge, ranging from understanding the brain's reward system to the benefits of journaling. The intent is to showcase the breadth and depth of the program, highlighting its educational value and science-based approach. This is from the brand's perspective, demonstrating the detailed curriculum of the challenge. - Finally, the ad concludes with a call to action, encouraging viewers to 'Get a self-help plan and drink less today with Reframe'. This reinforces the immediate benefit of the program and directs the audience towards taking the next step. This is the brand's direct invitation to engage with their product and start their journey towards sobriety.

# Ad summary The ad features a voiceover from an unidentified individual describing how an app was able to help his father quit drinking. The ad features text overlays throughout the entirety of the video with the same information being stated by the voiceover. He states that his father was drunk every day, and his family tried intervening, but the app was the only thing that got his father to quit. He goes on to state that it has only been 3 weeks, and he already doesn't recognize his father anymore in a good way, that he has more energy, is in a better mood, and his beer belly is going away. The ad then states the app has a 5-minute quiz to see if you are worried about your drinking habits and if so, you should try the app. # Brand positioning This ad positions the featured app as a beacon of hope for families struggling with a loved one's alcohol addiction. The brand presents itself as a unique and effective solution, standing apart from traditional intervention methods. By focusing on tangible results such as improved mood, increased energy, and physical transformation, the brand aims for a functional positioning, showcasing the app's ability to deliver real-world improvements in the user's life. # Product The ad promotes a mobile app designed to help individuals address and overcome problematic drinking habits. The app distinguishes itself with a 5-minute quiz designed to assess the user's concerns about their own alcohol consumption. The ad highlights the app's effectiveness by sharing the story of an individual whose father successfully quit drinking with its help. It provides tangible benefits such as improved mood, increased energy, and even physical changes like a reduction in a "beer belly." By focusing on the positive outcomes and the accessible 5-minute quiz, the ad aims to address purchase barriers by highlighting the ease and potential impact of the app for those worried about their drinking. # Visual style The ad has a UGC feel to it, with the camera being slightly shaky and the visuals not being super high quality. The editing is simple and straightforward, as most of the shots are of someone writing on a piece of paper. This supports the ad's intended tone by not being overly polished. # Hooks Spoken: 00:00–00:03 THIS is the ONLY thing that fixed my dad's bad drinking habits Text overlay: 00:00–00:03 THIS is the ONLY thing that fixed my dad's bad drinking habits Visual: 00:00–00:02 The shot is taken from what appears to be inside a car, as the dashboard and steering wheel are visible. Someone is holding a glass with an amber-colored liquid inside it. The camera is slightly shaky and moves around as the person is holding the glass. # Funnel stage Middle of funnel (Consideration) # Pain points The ad's main pain point is the struggle and frustration of dealing with a loved one's bad drinking habits: "THIS is the ONLY thing that fixed my dad's bad drinking habits" # Value propositions - 5 min quiz - highlights the ease of getting started with the app - Only 3 weeks in, I already don't recognize him anymore in a good way - illustrates the quick impact of using the app # Benefits - Helps improve your drinking habits - Better mood - More energy - Beer belly is going away # Features - 5 min quiz # Call to action You should try this # Social proof - "THIS is the ONLY thing that fixed my dad's bad drinking habits" - Unidentified speaker (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of an implied customer. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a glass of liquor in the foreground of the shot, and the audio states that "THIS is the ONLY thing that fixed my dad's bad drinking habits". This aims to catch the viewer's attention by introducing a pressing problem many people struggle with and teasing a unique solution, told from a customer perspective to build credibility. - 00:03–00:12 00:03–00:12 The ad continues with the audio describing that alcohol was ruining his father's life, that he was drunk every day, and his family tried intervening, but this app was the only thing that could get him to quit. The perspective remains from the customer and builds tension around the initial problem and further highlights the uniqueness of the product. The audio then states that it's an app. - 00:12–00:22 00:12–00:22 The ad follows with the audio stating that it has only been 3 weeks and he already doesn't recognize him anymore in a good way, and that his father is in a better mood, has more energy, and his beer belly is even going away. It is intended to generate a feeling of trust by speaking about the features through a customer's point of view. The tonal cues emphasize the user's satisfaction with the app's benefits. - 00:22–00:29 00:22–00:29 The ad finishes with the audio stating that the app has a 5-minute quiz and if you are worried about your drinking habits you should try this. The narrative lands with a CTA to try the product if they are struggling with bad drinking habits.

# Ad summary This ad promotes a body reset plan for people quitting alcohol. It highlights the short-term withdrawal symptoms that can be expected and emphasizes the long-term improvements to health and well-being. # Brand positioning The ad promotes Reframe, a program focused on helping individuals reduce or eliminate alcohol from their lives. The brand aims to occupy a space in the consumer's mind as a supportive and scientific approach to alcohol reduction, contrasting with the often-negative framing of sobriety. The brand emphasizes self-improvement and health, promoting a lifestyle where individuals can take control of their relationship with alcohol. # Product The product is an alcohol reset plan designed to guide users through the process of quitting alcohol by explaining the short-term effects and long-term benefits. The ad addresses purchase barriers by normalizing the unpleasant effects of alcohol withdrawal. It clearly shows the timeline of physical and mental improvements, framing the reset plan as a structured path to better health. # Visual style The ad has a clean, informational visual style with a minimalist layout. The visual motifs include colored banners and clear typography. The image treatment is simple, without filters or heavy color grading. The visual style could be considered platform-native, resembling an infographic. # Hooks Headline: Body Reset Plan: Quitting Alcohol # Funnel stage Middle of funnel (Consideration) # Pain points The ad acknowledges the discomforts of alcohol withdrawal. This is signaled through the language: "Sleep may feel light or broken—this is temporary." # Value propositions - Provides a structured path to quitting alcohol, addressing both the short-term challenges (withdrawal symptoms) and the long-term benefits (improved health markers and mental clarity). # Benefits - Sleep may feel light or broken—this is temporary. - Cravings intensify. - Head pressure and irritability are common. - Bloating decreases. - Digestion improves. - Mornings feel clearer without hangover symptoms. - Mental fog lifts. - Focus improves. - Your sleep becomes more structured. - Mood swings reduce. - Cravings become manageable. - Your stress response is less reactive. - Evenings feel more stable. - Alcohol is no longer central to your routine. # Features - Alcohol clears from your bloodstream. - Your body shifts from processing alcohol to repairing tissue. - The withdrawal window peaks. - Your brain chemistry is recalibrating. - Liver markers improve. - Energy feels steady across the day. - Blood pressure trends lower. - Cardiovascular function improves. # Call to action Start your alcohol reset plan today with @Reframe # Social proof - None used. # Point of view - Brand: The entire ad presents a clear, sequential timeline of benefits associated with the Reframe alcohol reset plan. # Storyline - The ad starts by presenting the topic: a "Body Reset Plan: Quitting Alcohol". The intention is to immediately grab the attention of individuals who are thinking about quitting alcohol, from a brand perspective. - The timeline begins with "First 24 Hours", explaining how the body starts to clear alcohol from the bloodstream and repair tissue, highlighting that sleep may be disturbed but is temporary, from a brand perspective. - The timeline continues to "Days 3-5", acknowledging the peak of withdrawal symptoms. This helps the audience understand that the plan is realistic about the short-term challenges, from a brand perspective. - The storyline advances to "Week 1", detailing initial improvements like reduced bloating and better digestion, aiming to motivate the audience by showing early positive changes, from a brand perspective. - The timeline progresses to "Week 2", focusing on mental clarity improvements such as better focus and more structured sleep, reinforcing the benefits of the plan, from a brand perspective. - The storyline moves to "Month 3", highlighting improvements in liver markers and mood stability, furthering the encouragement and reinforcing the tangible health benefits, from a brand perspective. - The storyline jumps to "Week 4", indicating that cravings become more manageable and stress responses lessen, which provides a longer-term incentive to continue, from a brand perspective. - The final stage is "Month 6", which shows how blood pressure lowers and cardiovascular function improves, and reinforcing the health benefits and solidifying the idea of an alcohol-free life, from a brand perspective. - The ad concludes with a CTA: "Start your alcohol reset plan today with @Reframe", prompting immediate action and association with the brand, from a brand perspective.

# Ad summary This ad promotes a 42-day sobriety challenge from Reframe. The ad uses a before and after approach using a liver with a sad expression before the program, and a healthy, happy liver holding vegetables after the program. # Brand positioning The brand, Reframe, is implied to be a self-help program that focuses on helping people drink less through challenges. By associating itself with sobriety and well-being, the brand aims to occupy a space in the consumer's mind as a supportive and effective resource for those looking to change their relationship with alcohol. The brand values health, self-improvement, and provides a structured approach to overcoming challenges, pushing against the norms of unassisted attempts at sobriety. The brand positioning is functional, offering a clear, step-by-step plan. # Product The product is a 42-day sobriety challenge, as indicated by the large text at the top of the image. It is a self-help plan offered by Reframe, designed to help people drink less, as mentioned at the bottom of the image. The challenge likely consists of daily activities or lessons aimed at understanding and overcoming alcohol dependency. The challenge is for individuals looking to reduce their alcohol consumption. The ad language and visuals suggest the product is designed to transform the user from a state of unhealthiness to one of well-being, addressing a potential purchase barrier related to skepticism about the user's ability to change. # Visual style The ad has a clean, straightforward visual style with a focus on presenting information clearly. The production quality appears to be professionally designed, with crisp text and well-defined cartoon illustrations. The 'before and after' motif is visually represented through contrasting cartoon illustrations of a liver, enhancing scannability. # Hooks Headline: 42-DAY SOBRIETY CHALLENGE # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point is the struggle to reduce alcohol consumption and improve overall health, represented by the sad liver. # Value propositions - A structured, self-help plan designed to help individuals reduce their alcohol consumption over 42 days. # Benefits - Drink less today # Features - 42-Day Sobriety Challenge - Self-help plan # Call to action Get a self-help plan and drink less today with Reframe # Social proof - None used # Point of view - Brand: This point of view appears throughout the entire image, as the ad is promoting the sobriety challenge. # Storyline - The ad starts by introducing a 42-day sobriety challenge, immediately capturing attention and setting the context for what's being offered. This is presented from the brand's perspective, inviting the audience to consider a structured path towards sobriety. - The ad contrasts a 'before' image of a sad liver holding a glass of beer with an 'after' image of a smiling liver holding vegetables. This visual comparison dramatically highlights the potential transformation and health benefits of the challenge, from the brand's perspective, effectively communicating the promise of improved health and well-being through sobriety. - The ad lists the daily focus points for the 42-day challenge, such as 'Understanding the Brain's Reward System,' 'How Alcohol Affects Neurotransmitters,' and 'Building New Neural Pathways.' This provides a glimpse into the educational and strategic approach of the challenge, assuring potential users of its comprehensive and scientifically-backed methodology, coming from the brand to communicate credibility and value. - The ad concludes with a call to action to 'Get a self-help plan and drink less today with Reframe.' This directly prompts the viewer to take immediate action, reinforcing the brand's offer and guiding the audience towards a solution, presented from the brand, driving engagement and conversions.