How Zesty Paws Advertises on Meta

# Ad summary This ad promotes Zesty Paws Calming Diffuser for Cats. The ad features the product packaging and the diffuser itself, along with a relaxed-looking cat. The text highlights that the diffuser covers up to 1,000 ft². # Brand positioning Zesty Paws is presented as a provider of calming solutions for cats. The brand aims to occupy a space in the consumer's mind as a reliable and effective source of products designed to alleviate stress and anxiety in feline companions. The brand aligns with values of pet care and well-being, promoting a lifestyle where pets are comfortable and relaxed. The brand positioning is functional, focusing on the calming performance of its products. # Product The featured product is the Zesty Paws Calming Diffuser for Cats, designed to reduce stress and anxiety in cats. The product consists of a diffuser unit and a calming solution. The diffuser works by releasing the calming solution into the air, covering up to 1,000 ft². The product is for cat owners who want to create a more relaxed environment for their pets. The ad highlights the diffuser's ability to cover a large area, addressing the purchase barrier of effectiveness in larger spaces. The product is presented as a simple and effective solution for calming cats. # Visual style The ad has a polished, studio-shot production quality with a bright and cheerful aesthetic. The visual motifs include scattered stars and swirls, creating a playful and inviting atmosphere. The image treatment involves background removal and color grading to enhance the product's visibility. The typography is large and bold, ensuring scannability in the feed. The style is native to social media, designed to capture attention and communicate the product's benefits quickly. # Hooks Headline: NEW! # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of cat owners struggling with anxious or stressed cats. The relaxed expression of the cat in the ad visually signals the frustration of dealing with a pet that is not calm. # Value propositions - Calming Diffuser for Cats # Benefits - Calming # Features - Covers up to 1,000 ft² # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present in the product display and the claim of coverage up to 1,000 ft², showcasing the product's features and benefits. - Customer: The customer's POV is represented by the relaxed-looking cat, illustrating the desired outcome of using the product. # Storyline - The ad opens by showcasing the Zesty Paws Calming Diffuser for Cats, immediately establishing the product being advertised. This is from the brand's perspective, aiming to capture the viewer's attention with the product itself. - The ad then features a relaxed-looking cat, visually demonstrating the intended outcome of using the product. This is from the customer's perspective, showing the potential benefit of a calm and content pet. - The ad highlights the diffuser's coverage area of up to 1,000 ft², providing a functional detail that reinforces the product's value. This is from the brand's perspective, aiming to build confidence in the product's effectiveness.

# Ad summary This ad promotes Zesty Paws Puppy Probiotic Bites. The ad features a woman named Cataleya who recently brought home a puppy. She shares that she started her puppy on Zesty Paws Puppy Probiotic Bites because her tummy is still developing. She shares that the bites are made for growing pups, with probiotics to support digestion, gut flora, and a healthy intestinal tract, plus pumpkin for fiber and antioxidants. She says that her puppy, Flora, loves the flavor, and Cataleya loves knowing she's getting real support as she grows because a healthy tummy means a healthy puppy. # Brand positioning Zesty Paws is presented as a brand that offers health-focused supplements for pets. The brand is positioned as a provider of solutions for common pet health concerns, particularly digestive health in puppies. The brand aligns with values of pet wellness and responsible pet ownership, emphasizing the importance of a healthy gut for overall puppy health. The brand aims to occupy a space in the consumer's mind as a trusted and effective option for pet owners seeking to support their pet's health through supplements. The brand positioning is both functional, providing specific health benefits, and emotional, appealing to pet owners' desire to care for their pets. # Product Zesty Paws Puppy Probiotic Bites are soft chew supplements designed to support the digestive health of growing puppies. The bites contain probiotics to aid digestion, gut flora, and a healthy intestinal tract. They also include pumpkin for fiber and antioxidants. The product is intended for puppies whose tummies are still developing. The ad highlights that the bites are made for growing pups and that they support overall health by promoting a healthy tummy. The product addresses the purchase barrier of ensuring puppies receive adequate digestive support during their growth phase. The ad conveys that the product is worth trying because puppies love the flavor, and owners can be confident that their pets are getting real support for their digestive health. # Visual style The ad has a bright and airy aesthetic, with natural lighting and a clean, modern home setting. The editing style includes quick cuts to maintain a fast pace. The production quality is polished, giving it a commercial feel while still maintaining a UGC style. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Hooks Spoken: Cataleya: Cataleya brought home a puppy and like all little ones her tummy is still developing. Text overlay: 00:00–00:02 / 00:01–00:03 and like all little ones her tummy is still developing Visual: 00:00–00:02 A woman stands in the background, out of focus. In the foreground, a jar of Zesty Paws Puppy Probiotic Bites sits on a white table. The jar is orange with a white label featuring a cartoon dog and the product name. The woman's hands come into frame to rotate the jar. # Funnel stage Consideration # Pain points The ad addresses the pain point of puppies having sensitive and developing tummies, which can lead to digestive issues. "Like all little ones her tummy is still developing." # Value propositions - Made for growing pups - Real support as she grows - Healthy tummy means a healthy puppy # Benefits - Support digestion - Gut flora - Healthy intestinal tract - Healthy tummy # Features - Probiotics - Pumpkin for fiber and antioxidants # Call to action None used. # Social proof - "Flora loves the flavor and Cataleya loves knowing she's getting real support as she grows" – Cataleya (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a pet owner who is using the product for her puppy. # Storyline - 00:00–00:03 Cataleya introduces that she brought home a puppy and, like all little ones, her tummy is still developing. - 00:03–00:05 Cataleya shares that she started her puppy on Zesty Paws Puppy Probiotic Bites. - 00:05–00:13 The ad highlights that the bites are made for growing pups, with probiotics to support digestion, gut flora, and a healthy intestinal tract, plus pumpkin for fiber and antioxidants. - 00:13–00:17 Cataleya shares that her puppy, Flora, loves the flavor, and Cataleya loves knowing she's getting real support as she grows. - 00:17–00:20 The ad concludes that a healthy tummy means a healthy puppy.

# Ad summary This ad promotes Zesty Paws calming diffuser and calming drops for cats. The ad features a cat with its eyes closed, seemingly relaxed, next to the advertised products. The text highlights that the products are veterinarian formulated and mimic natural cat pheromones to promote relaxation. # Brand positioning Zesty Paws is presented as a brand focused on pet wellness, specifically for cats. The brand is positioned as a provider of veterinarian-formulated solutions, emphasizing scientific backing and expertise. The focus on 'natural cat pheromones' suggests a gentle, nature-inspired approach to calming pets. The brand aims to occupy a space in the consumer's mind as a trusted and knowledgeable source for pet relaxation and stress relief, appealing to pet owners who prioritize their cat's emotional well-being. # Product The ad features Zesty Paws Calming Diffuser and Calming Drops for cats. The Calming Diffuser is a plug-in device that releases natural cat pheromones into the air to promote relaxation. The Calming Drops are a liquid supplement, presumably administered orally, that also contains ingredients to help calm cats. Both products are veterinarian-formulated, suggesting a scientifically-backed approach to pet wellness. The products are designed for cat owners seeking to reduce stress and anxiety in their pets, with the ad explicitly stating that they 'mimic natural cat pheromones to promote relaxation.' The ad addresses the purchase barrier of skepticism by highlighting the veterinarian formulation, implying safety and efficacy. # Visual style The ad has a bright and cheerful visual style, with a warm color palette and playful star accents. The production quality is highly polished, with clean lines and professional product photography. The image treatment includes background removal and subtle lighting effects. The typography is large and bold, making the text easy to read. The overall style is designed to be eye-catching and appealing, while also conveying a sense of calm and relaxation. # Hooks Headline: Calm is in the Air # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners struggling with anxious or stressed cats. The ad copy and imagery clearly imply that the cat is experiencing anxiety or stress, which the product aims to alleviate. # Value propositions - Veterinarian Formulated: Implies safety and efficacy. - Mimics natural cat pheromones: Suggests a gentle, nature-inspired approach to calming pets. # Benefits - Promotes relaxation # Features - Veterinarian Formulated - Mimics natural cat pheromones to promote relaxation. # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline 'Calm is in the Air' and the text 'Veterinarian Formulated' are presented from the brand's perspective to introduce the product and highlight its key features. - Customer: The image of the relaxed cat is presented from the customer's perspective, allowing them to visualize the desired outcome of using the product. # Storyline - The ad opens with the headline 'Calm is in the Air,' immediately setting the tone and promising a solution to cat anxiety. This is told from the brand's perspective to grab the viewer's attention and introduce the core benefit of the product. - The image then shows a relaxed cat with its eyes closed, visually demonstrating the desired outcome of using the product. This is shown from the customer's perspective, allowing them to imagine their own cat experiencing the same calmness. - The ad highlights that the products are 'Veterinarian Formulated' and 'Mimics natural cat pheromones to promote relaxation,' building trust and credibility. This is told from the brand's perspective to reinforce the product's safety and effectiveness.

# Ad summary The ad features a pet owner showcasing Zesty Paws' calming pheromone diffuser, a device designed to alleviate anxiety in cats by mimicking their natural pheromones. # Brand positioning Zesty Paws positions itself as a solution for pet owners seeking natural, effective ways to manage their pets' anxiety. The brand is presented as empathetic and in touch with the emotional needs of pets, particularly cats. By offering a product that 'speaks their feline language,' Zesty Paws aims to occupy a space of gentle, science-backed solutions, aligning with pet owners who value both the well-being and emotional comfort of their animals. # Product The Zesty Paws Cat Diffuser is a pheromone-based device designed to alleviate anxiety in cats. The diffuser mimics natural cat pheromones, helping cats relax. The product includes a plug-in diffuser and a refillable pheromone solution. It features different settings, and a scent release indicates when it's working and when it's time to refill. The product is available with a subscribe and save option for convenience. # Visual style The ad has a bright, clean aesthetic with a focus on natural lighting and a tidy home environment, suggesting a middle-class or upper-middle-class lifestyle. The editing style is fairly simple with clean cuts, and the production quality feels genuine. The pacing is moderate. # Hooks Spoken: Do you have a scaredy cat? Text overlay: Do you have a / #sponsored / scaredy cat? Visual: 00:00–00:01 An orange and white cat is shown sitting on a hardwood floor, scratching a white door frame. To the left is a rug and a pair of sandals. To the right is a metal bowl. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of pet owners struggling with anxious cats. The frustration of owning a 'scaredy cat' that scratches or is generally stressed. # Value propositions - The pheromone diffuser promotes relaxation and reduces anxiety, making it easier than ever to care for your pet. # Benefits - Helps them relax - Easier than ever with the subscribe and save option # Features - Mimics cat's pheromones - Different settings - Releases a scent to let you know it's working and when it's time to refill. - Subscribe and save option # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a pet owner sharing her experience with the product. # Storyline - 00:00–00:01 The ad opens with a cat exhibiting anxious behavior, scratching at a wall, and text overlay prompts, 'Do you have a scaredy cat?' This poses a relatable problem for cat owners and sets up the need for a solution. - 00:01–00:04 The narrator introduces her own 'very anxious cat,' Mabel, creating an immediate connection with viewers facing similar challenges. - 00:04–00:06 The ad pivots to showcase the Zesty Paws Cat Diffuser as the solution, holding up the product. - 00:06–00:09 The product is displayed as the narrator opens the pheromone solution, inserts it into the device, and labels it as the 'Zesty Paws Cat Diffuser!' - 00:09–00:15 The ad details the product's functionality, explaining that it 'speaks their feline language by mimicking cat's pheromones that help them relax.' - 00:16–00:23 A demonstration shows the diffuser plugged into an outlet. The narrator highlights key features: 'It has different settings and the coolest part is it releases a scent to let you know it's working and when it's time to refill.' - 00:23–00:28 The ad reinforces the product's ease of use by highlighting the 'subscribe and save option!' - 00:28–00:30 The ad concludes with the cat approaching the diffuser, implying acceptance and potential relief from anxiety, which supports the efficacy of the device.

# Ad summary This ad promotes Zesty Paws Probiotic Powder as a way to support a dog's digestion, gut flora, and immune function. The ad features a woman unboxing the product and adding it to her dogs' food. The dogs are then shown eating the food. # Brand positioning Zesty Paws is presented as a brand that cares about the health and well-being of pets, specifically dogs. The brand aims to occupy a space in the consumer's mind as a provider of high-quality supplements that support various aspects of a dog's health, such as digestion, gut flora, and immune function. The brand aligns with values of pet owners who prioritize their pets' health and happiness. The brand positioning is functional, focusing on the performance and benefits of its products. # Product Zesty Paws Probiotic Powder is a supplement designed to support a dog's digestion, gut flora, and immune function. The product is for dog owners who want to ensure their pets feel their best inside and out. The powder includes live gut bacteria and comes in individual packets inside of a box. It is easy to add to wet or dry food, and the tasty pumpkin flavor means pets will enjoy their meal while getting the digestive support they need. The ad addresses the purchase barrier of pets disliking supplements by highlighting the appealing pumpkin flavor. # Visual style The ad has a UGC feel, with natural lighting and a casual, unpolished aesthetic. The editing style is simple, with static shots and smooth transitions. The production quality is decent, but not overly polished, which supports the intended tone of a relatable and authentic user review. The pacing is moderate, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:06: I want my pups to feel their best inside and out, which is why I add Zesty Paws Probiotic Powder to their meals. Text overlay: #sponsored / I want my pups to feel their best inside / and out, which is why I add Zesty Paws / Probiotic Powder to their meals. The Visual: 00:00–00:04: A woman's hands with black and white nails are opening a brown cardboard box on a white table. The background is a bright room with a window. The text overlay '#sponsored' is visible in the top left corner. / 00:04–00:06: The woman's hands place an orange box of Zesty Paws Probiotic Powder on the white table. # Funnel stage Consideration # Pain points The ad implies that pet owners may struggle with ensuring their dogs have optimal digestive health and immune function. The ad addresses the potential frustration of pets disliking supplements by highlighting the tasty pumpkin flavor. # Value propositions - Support for digestion, flora, and immune function while they feast - Tasty pumpkin flavor means your pet will enjoy their meal while getting the digestive support that they need - Easy to add to wet or dry food # Benefits - Support your pups' digestion - Support your pups' flora - Support your pups' immune function - Your pet will enjoy their meal # Features - Live gut bacteria - Tasty pumpkin flavor - Easy to add to wet or dry food # Call to action None used. # Social proof - "I want my pups to feel their best inside and out, which is why I add Zesty Paws Probiotic Powder to their meals" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is using and reviewing the product. # Storyline - 00:00–00:04 A woman opens a cardboard box on a white table. - 00:00–00:06 She states that she wants her pups to feel their best inside and out, which is why she adds Zesty Paws Probiotic Powder to their meals. This is intended to convey the product's purpose and benefits from the perspective of a caring pet owner. The tone is casual and friendly. - 00:06–00:11 The woman opens the box to reveal individual packets of the powder. - 00:06–00:14 She states that the powder includes live gut bacteria to support the pups' digestion, flora, and immune function while they feast. This is intended to highlight the product's key ingredients and benefits from the brand's perspective. The tone is informative and reassuring. - 00:11–00:14 The woman shows the box of Zesty Paws Probiotic Powder with two dogs in the background. - 00:14–00:17 The woman pours dog food into two bowls. - 00:14–00:23 She states that it's easy to add to their wet or dry food, and the tasty pumpkin flavor means the pet will enjoy their meal while getting the digestive support that they need. This is intended to address ease of use and palatability from the brand's perspective. The tone is practical and reassuring. - 00:17–00:20 The woman adds the powder to the dog food. - 00:20–00:22 The woman places the bowls on the floor for the dogs. - 00:22–00:26 The dogs are shown eating the food. - 00:23–00:27 She states that it's truly a win-win, and that a healthy gut means a happy pup. This is intended to reinforce the overall benefit of the product from the brand's perspective. The tone is positive and conclusive.

# Ad summary This ad promotes Zesty Paws 8-in-1 Multivitamin Bites for dogs. The ad features dog owners giving their dogs the multivitamin bites, highlighting the benefits of the product, such as supporting joints, digestion, skin and coat, and immunity. The ad emphasizes that the bites are tasty and easy to incorporate into a dog's daily routine. # Brand positioning Zesty Paws is presented as a brand focused on providing comprehensive wellness solutions for dogs through convenient and tasty supplements. The brand aims to occupy a space in the consumer's mind as a provider of science-backed, easy-to-administer multivitamins that support various aspects of a dog's health, including joints, digestion, skin, coat, and immunity. Zesty Paws aligns with a lifestyle that prioritizes pet health and well-being, offering a functional and convenient solution for pet owners. The brand pushes against the norm of complicated or unpalatable pet supplements by offering tasty, soft chews that dogs enjoy, making it easier for owners to maintain their pets' health. # Product Zesty Paws 8-in-1 Multivitamin Bites are soft chew supplements designed to provide eight key benefits for dogs' overall wellness. These peanut butter flavored bites support joints, digestion, skin and coat, immunity, heart health, and provide antioxidants. The product is formulated with science-backed ingredients such as glucosamine, chondroitin, probiotics, and omegas. The bites are intended for daily use as part of a dog's morning routine and are suitable for dogs of all sizes and breeds. The ad addresses the purchase barrier of complicated or unpalatable supplements by presenting these bites as a tasty and easy way to ensure dogs receive essential nutrients, making it a convenient option for pet owners looking to improve their dogs' health. # Visual style The ad has a bright and cheerful aesthetic, with natural lighting and outdoor settings. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is a hybrid of UGC and polished commercial, giving it a relatable yet professional feel. The pacing is consistent, with cuts timed to the voiceover lines. The overall tone is positive and upbeat, emphasizing the ease and benefits of using the product. # Hooks Spoken: 00:00–00:05 Female 1: One thing you can do today to improve your dog's overall wellness: Text overlay: 00:00–00:05 one thing you can do today to improve your dog's overall wellness: Visual: 00:00–00:02 A woman with her hair in a bun, wearing a white t-shirt and gray sweatpants, stands in a grassy backyard with a white fence. She is facing a gray, fluffy dog that is jumping up to catch a toy. The background includes houses and trees under a clear blue sky. The camera is stationary and captures the full scene. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of pet owners struggling to find a convenient and palatable way to ensure their dogs receive essential nutrients for overall wellness. The ad implies that many pet supplements are either difficult to administer or unappealing to dogs, making it challenging for owners to maintain their pets' health. # Value propositions - Easy and delicious way to help your pup feel their best - Bite-sized pet science for a happier, healthier, and more active life # Benefits - Supports joints - Supports digestion - Supports skin and coat - Supports immunity - Helps your pup feel their best - Happier, healthier, and more active life # Features - 8-in-1 Multivitamin Bites - Soft chews - Science-backed ingredients like glucosamine, chondroitin, probiotics, and omegas # Call to action None used. # Point of view - Customer 100% – The ad is told from the perspective of dog owners who are using and recommending the product. # Storyline - 00:00–00:02 00:00–00:02 A woman plays with her dog in a backyard, throwing a toy and interacting playfully. - 00:02–00:05 00:02–00:05 The woman suggests adding Zesty Paws 8-in-1 Multivitamin Bites to the dog's morning routine. - 00:05–00:12 00:05–00:12 The woman is shown sitting in a chair outside, holding a container of Zesty Paws 8-in-1 Multivitamin Bites and feeding one to her dog. The ad highlights that these soft chews deliver eight benefits in one tasty bite to support joints, digestion, skin and coat, immunity, and more. - 00:12–00:17 00:12–00:17 The ad shows a close-up of the container and a heart-shaped chew, emphasizing the science-backed ingredients like glucosamine, chondroitin, probiotics, and omegas. A man is then shown giving the multivitamin to his dog in a kitchen setting. - 00:17–00:21 00:17–00:21 The ad states that it's an easy and delicious way to help your pup feel their best, showing the woman hugging her dog in the backyard. - 00:21–00:28 00:21–00:28 The ad concludes by stating that while your dog thinks it's just a treat, you'll know it's bite-sized pet science for a happier, healthier, and more active life. The ad shows various dogs and owners interacting happily.

# Ad summary This ad is about a cat named Bean and all of the things that Bean loves to do. It includes attacking toys, being brushed, and using the Zesty Paws Calming Mist Diffuser. # Brand positioning Zesty Paws is presented as a brand dedicated to providing high-quality, veterinarian-formulated products designed to enhance the well-being of pets, particularly cats. The ad promotes values of care, comfort, and understanding of pets' needs, aligning with a lifestyle where pet owners prioritize their animals' happiness and relaxation. The brand aims to occupy a space in the consumer's mind as a provider of practical solutions for common pet-related challenges. The brand pushes against the norm of ignoring pet stress and promotes proactive pet care through calming aids. The brand positioning is functional, focusing on the benefits of calming and relaxation, but also emotional, as it appeals to the owner's desire to provide a comfortable and stress-free life for their pet. # Product The Zesty Paws Calming Mist Diffuser is designed to help cats relax and reduce stress. It's formulated with calming pheromones in an Orchid Mist scent and is veterinarian-formulated. The product consists of a diffuser and a vial of calming pheromones. The diffuser is a handheld, cylindrical device that houses the vial. To use, the vial is inserted into the diffuser, which then emits a calming mist. The advertised product addresses purchase barriers such as skepticism about calming aids and the need for effective stress relief for pets. This product is worth trying because it is designed to help cats with relaxation and reduce stress using veterinarian-formulated calming pheromones. # Visual style The ad has a bright and casual aesthetic with a UGC feel. The editing style consists of quick cuts that transition with the beat of the music. The production quality is a hybrid between UGC and a polished commercial. The pacing of the ad is quick, with many cuts per minute. Most of the shots are timed to the beat of the music. # Hooks Text overlay: 00:00–00:38 1 cat, 10 obsessions Visual: 00:00–00:01 A close-up of a brown cat lying on a pink rug. In the foreground, there is a pink toy mouse. In the background, there's a white door and light beige wall. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points Cats can be stressed and anxious. # Value propositions - Calming pheromones for relaxation - Orchid Mist scent for calming # Benefits - Calming - Relaxation # Features - Calming pheromones - Orchid Mist scent # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – This POV is communicated by showing the cat in different everyday situations and activities. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with the cat, Bean, lying down, and a text overlay says, '1 cat, 10 obsessions.' - 00:01–00:03 00:01–00:03 Text overlay #1: 'attacking this toy' appears as Bean is seen attacking a toy. - 00:03–00:06 00:03–00:06 Text overlay #2: 'screaming at me' appears as Bean is seen screaming near a cat bowl. - 00:06–00:09 00:06–00:09 Text overlay #3: 'scratching like it's her job' appears as Bean is seen scratching a scratching post. - 00:09–00:11 00:09–00:11 Text overlay #4: 'dramatically knocking things off the table' appears as Bean knocks a tablet off a table. - 00:11–00:14 00:11–00:14 Text overlay #5: 'taking the coziest naps' appears as Bean is seen sleeping in a cat bed. - 00:14–00:17 00:14–00:17 Text overlay #6: 'being brushed like a queen' appears as a human hand is seen brushing Bean. - 00:17–00:24 00:17–00:24 Text overlay #7: 'her calming mist diffuser' appears as a person is seen preparing a Zesty Paws Calming Mist Diffuser. - 00:24–00:28 00:24–00:28 Text overlay #8: 'clocking in for a full day of sunbathing' appears as Bean is seen sitting in the sun. - 00:28–00:31 00:28–00:31 Text overlay #9: 'being a treat goblin' appears as Bean is being fed a cat treat. - 00:31–00:38 00:31–00:38 Text overlay #10: 'endless cuddles' appears as Bean is seen cuddling with a human.

# Ad summary A man stands in front of a cat tree with a cat on it and asks the audience to guess which one of them is stressed. He reveals that it is him, because his cat has the Zesty Paws calming diffuser. He explains that cats show stress through unwanted behaviors, and that this diffuser helps cats feel secure and calm at home. He shows how to insert the refill and encourages viewers to tap the link to get their own and plug in the calm today. # Brand positioning Zesty Paws is presented as a brand that understands the unique needs and behaviors of cats, particularly when it comes to stress. The brand offers a solution to help cats feel secure and calm in their environment. The brand aligns with a lifestyle that prioritizes the well-being and comfort of pets, specifically cats. The brand positions itself as an expert in feline care by addressing the issue of stress in cats and providing a product that speaks their feline language with calming pheromones. The brand positioning is both functional, by providing a calming solution, and emotional, by promoting a sense of security and calm for cats. # Product The Zesty Paws calming diffuser is a product designed to help cats feel secure and calm at home. It works by speaking their feline language with calming pheromones. The diffuser comes with refills, and there is an option to subscribe and save on refills. The product is for cat owners who want to address stress-related behaviors in their cats, such as scratching, spraying, and overgrooming. The diffuser helps cats feel secure and calm at home. The ad addresses the purchase barrier of ongoing maintenance by offering a subscription service for refills, making it convenient for cat owners to keep the calm going. # Visual style The ad has a casual, UGC feel with natural lighting and a simple background. The editing style includes quick cuts and static shots. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Can you guess which one of us is pretty stressed out right now? Text overlay: 00:00–00:02: CAN YOU GUESS / 00:00–00:02: WHICH ONE OF / 00:01–00:02: US IS PRETTY / 00:01–00:02: STRESSED OUT / 00:02–00:02: RIGHT NOW? Visual: 00:00–00:02: A man with curly brown hair and a mustache, wearing a light blue shirt, stands in front of a cat tree. A gray cat is lying on the top level of the cat tree. The background shows a city skyline through a large window. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points Cats show stress through unwanted behaviors like scratching, spraying, and overgrooming. # Value propositions - The Zesty Paws cat diffuser helps cats feel secure and calm at home by speaking their feline language with calming pheromones. - The option to subscribe and save on refills keeps the calm going. # Benefits - Helps cats feel secure and calm at home - Changes the vibe in your home - Keeps the calm going # Features - Calming pheromones - Diffuser - Refills - Option to subscribe and save on refills # Call to action Tap that to get yours and plug in the calm today. # Social proof - "Baby being a rescue was always on edge, never fully relaxed. But in just two days, this little diffuser completely changed the vibe in our home" – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a cat owner who is using the product and sharing his experience. # Storyline - 00:00–00:02 The ad begins with a man standing in front of a cat tree with a cat on it, posing a question to the audience. - 00:00–00:02 The man asks the audience to guess which one of them is stressed out right now, creating a sense of intrigue and engagement. - 00:02–00:05 The man reveals that it is him, not the cat, setting up the problem that the product will solve. - 00:05–00:09 The man introduces the Zesty Paws calming diffuser as the reason why the cat is not stressed, presenting the product as the solution. - 00:09–00:14 The ad explains that cats show stress through unwanted behaviors like scratching, spraying, and overgrooming, highlighting the problem that the product addresses. - 00:14–00:17 The man shares that his cat, Baby, was always on edge as a rescue, emphasizing the need for a calming solution. - 00:17–00:21 The ad claims that in just two days, the diffuser completely changed the vibe in their home, showcasing the product's effectiveness. - 00:21–00:26 The man explains that the diffuser speaks the cat's feline language with calming pheromones, providing a scientific explanation for the product's benefits. - 00:26–00:29 The ad states that the Zesty Paws cat diffuser helps cats feel secure and calm at home, reinforcing the product's value proposition. - 00:29–00:33 The man highlights the option to subscribe and save on refills, addressing the convenience factor for customers. - 00:33–00:36 The ad includes a call to action, encouraging viewers to tap the link to get their own diffuser and plug in the calm today. - 00:36–00:38 The man interacts with the cat, confirming that the cat likes the diffuser, adding a personal touch and endorsement.

# Ad summary This ad promotes Zesty Paws Calming Diffuser, a vet-formulated product designed to reduce stress behaviors in cats. The ad opens by showing a cat in various stressful situations, such as moving to a new home, encountering unexpected guests, and hearing loud noises. It then introduces the Zesty Paws Calming Diffuser as a simple and safe way to bring calm back into the home. The diffuser gently releases pheromones that mimic the cat's natural signals, helping to reduce stress behaviors like scratching, spraying, and over-grooming. The diffuser features three adjustable settings, allowing users to choose the perfect level of calm for their space. The ad concludes by stating that with Zesty Paws Calming Diffuser, calm is in the air. # Brand positioning Zesty Paws is presented as a brand focused on providing veterinarian-formulated solutions to pet health and behavioral issues. The brand aims to occupy a space in the consumer's mind as a trusted and reliable source for pet care products, particularly those that address anxiety and stress in cats. The brand aligns with values of pet well-being, safety, and simplicity, offering products that are easy to use and effective. Zesty Paws pushes against the norm of simply accepting stress behaviors in cats by offering a proactive solution. The brand positioning is both functional, providing a practical solution to reduce stress, and emotional, aiming to improve the cat's overall well-being and create a calmer home environment. # Product The Zesty Paws Calming Diffuser is a vet-formulated product designed to reduce stress behaviors in cats. It works by gently releasing pheromones that mimic the cat's natural signals, helping to reduce stress behaviors like scratching, spraying, and over-grooming. The diffuser is intended for cat owners who are looking for a simple and safe way to bring calm back into their home. The product features three adjustable settings, allowing users to choose the perfect level of calm for their space. The diffuser comes with an Orchid Mist Scent and is designed to last for 30 days. The ad addresses the purchase barrier of cat stress by offering a proactive solution that is easy to use and effective. # Visual style The ad has a UGC feel with natural lighting and simple editing. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is consistent with quick cuts between shots, maintaining a steady rhythm. The audio-visual sync is timed to the voiceover lines, emphasizing key points and product features. # Hooks Spoken: 00:00–00:06 From new surroundings after moving, to unexpected guests, or even loud noises, sometimes home can feel overwhelming for cats. Text overlay: 00:00–00:06 From new surroundings after moving, to unexpected guests, or even loud noises, sometimes home can feel overwhelming for cats. Visual: 00:00–00:01 A cat walks on a wood floor in a room with a green chair, a Home Depot box, and a blue storage bin in the background. The camera is stationary and at a low angle, following the cat's movement. / 00:01–00:02 The cat is shown under a bed on a carpeted floor, looking directly at the camera. The camera is stationary and at a low angle, capturing the cat's perspective. / 00:03–00:06 The cat is shown hiding under a blanket on a bed. The camera is stationary and at a low angle, capturing the cat's perspective. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the pain point of cats feeling overwhelmed in their home environment due to new surroundings, unexpected guests, or loud noises. This is signaled by visuals of a cat hiding under a bed and blanket, paired with the line, "sometimes home can feel overwhelming for cats." # Value propositions - Simple, safe way to bring calm back into your home - Gently releasing pheromones that mimic your cat's natural signals - Choose the perfect level of calm for your space # Benefits - Reduces stress behaviors like scratching, spraying, and over-grooming - Brings calm back into your home - Helps to reduce stress # Features - Vet-formulated - Calming pheromones - Three adjustable settings - Orchid Mist Scent - 30-day duration # Call to action None used. # Social proof - None used. # Point of view - Customer 40% – The customer POV is communicated through visuals of a cat in various situations and the implied positive outcome of using the product. - Brand 60% – The brand POV is communicated through the voiceover, product demonstrations, and highlighting the product's features and benefits. # Storyline - 00:00–00:06 00:00–00:06 The ad opens with a cat walking in a new home, then hiding under a bed and under a blanket. This is happening from the perspective of the cat owner, showing the cat's anxiety in new or overwhelming situations. The tone is empathetic, highlighting the cat's discomfort. - 00:06–00:13 00:06–00:13 The ad transitions to showcasing the Zesty Paws Calming Diffuser packaging and the product itself. This is from the brand's perspective, introducing the solution to the problem presented earlier. The tone is informative and reassuring, highlighting the product's benefits. - 00:13–00:21 00:13–00:21 The ad demonstrates how to use the diffuser, showing the pheromone bottle being inserted into the diffuser and then plugged into a wall outlet. This is from the brand's perspective, providing a step-by-step guide on how to use the product. The tone is practical and straightforward, emphasizing the ease of use. - 00:21–00:26 00:21–00:26 The ad shows the diffuser plugged into the wall, highlighting the three adjustable settings. This is from the brand's perspective, showcasing the product's features and benefits. The tone is informative and reassuring, emphasizing the product's customizability. - 00:26–00:30 00:26–00:30 The ad concludes with the cat relaxing and playing, implying the effectiveness of the diffuser. This is from the cat owner's perspective, showing the positive outcome of using the product. The tone is optimistic and reassuring, reinforcing the product's benefits.

# Ad summary This ad promotes Zesty Paws 8-in-1 Multivitamin Bites for dogs. It features a woman giving the vitamins to her German Shepherd, emphasizing that the dog thinks it's just a treat while it's secretly supporting his joints, gut, immune system, and skin. The ad encourages viewers to purchase the product on TikTok Shop. # Brand positioning Zesty Paws is presented as a brand that offers health-focused products for pets, specifically dogs, that are easy to administer and enjoyable for the animal. The brand aims to occupy a space in the consumer's mind as a provider of supplements that are both beneficial and palatable, avoiding the typical struggle of getting pets to take their vitamins. The brand aligns with a lifestyle of pet owners who prioritize their pet's health and well-being, and it promotes the idea that pet care can be both functional and fun. Zesty Paws pushes against the norm of difficult-to-administer pet supplements by offering a chewable, peanut butter-flavored option. The brand positioning is both functional (providing essential nutrients) and emotional (offering peace of mind to pet owners). # Product The featured product is Zesty Paws 8-in-1 Multivitamin Bites for dogs, presented as a peanut butter-flavored chewable supplement. The product is designed for dog owners who want to support their pet's overall health, including joints, gut, immune system, and skin. The ad explicitly states that the product provides eight benefits in one chew. The USP is that it's a tasty treat that dogs enjoy, making it easy for owners to administer essential nutrients without any complaints from their pets. The use occasion is during the dog's morning routine, but it can be implied that it can be given at any time. The ad addresses the purchase barrier of dogs disliking supplements by highlighting the palatable peanut butter flavor and chewable format, ensuring the dog thinks it's just a treat. # Visual style The ad has a casual, UGC feel with natural lighting and simple editing. The production quality is decent, giving it a relatable yet informative tone. The editing style includes quick cuts to maintain a brisk pace, with static shots focusing on the product and the dog. The pacing is consistent throughout the ad, with cuts timed to voiceover lines to emphasize key points. # Hooks Spoken: 00:00–00:03 I wish my morning supplements were this easy. Text overlay: 00:00–00:03 I wish my morning supplements were this easy. Visual: 00:00–00:03 A woman with her hair in a bun and glasses sits on a gray couch with a large German Shepherd dog. She hugs the dog and raises her hand in a thumbs up. The background is a plain white wall. # Funnel stage Consideration # Pain points The ad addresses the frustration of dog owners who struggle to give their pets essential supplements. The ad implies that dogs often dislike taking vitamins, making it a challenge for owners to ensure their pets receive the necessary nutrients. "I wish my morning supplements were this easy." # Value propositions - Easy to administer: The peanut butter flavor and chewable format make it easy to give dogs their daily vitamins. - Comprehensive health support: The 8-in-1 formula provides multiple health benefits in one chew. # Benefits - Supports joints - Supports gut - Supports immune system - Supports skin # Features - 8-in-1 Multivitamin Bites - Peanut butter flavor # Call to action go grab it before your dog realizes it's actually healthy. # Point of view - Customer 100% – The entire ad is told from the perspective of a dog owner who uses and appreciates the product. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a woman on a couch with her German Shepherd, expressing her wish that taking her own morning supplements was as easy as giving the dog his. - 00:03–00:10 00:03–00:10 The woman states that every morning starts the same: she makes coffee, and the dog wakes up too early, acting like he pays the bills. This sets up the routine and introduces the dog's personality. - 00:10–00:16 00:10–00:16 The woman introduces the Zesty Paws 8-in-1 Multivitamin Bites as step one of the dog's wellness routine, emphasizing the peanut butter flavor. This highlights the product's ease of use and appeal to dogs. - 00:16–00:19 00:16–00:19 The woman states that the product has eight benefits and gets zero complaints from the dog. This reinforces the product's value and palatability. - 00:19–00:26 00:19–00:26 The woman says the dog thinks it's just a chew, and she's not about to ruin that for him. This emphasizes the deceptive nature of the supplement, making it easy for owners to give their dogs essential nutrients. - 00:26–00:33 00:26–00:33 The woman explains that while the dog is living his best life, the multivitamin is secretly supporting his joints, gut, immune system, and skin. This highlights the product's health benefits. - 00:33–00:36 00:33–00:36 The woman says, "You're welcome," implying she's doing something good for the dog. This adds a touch of humor and reinforces the owner's care for their pet. - 00:37–00:47 00:37–00:47 The woman encourages viewers to start their dog's day right and let them keep thinking it's just a treat. She then promotes the product's availability on TikTok Shop, urging viewers to grab it before their dog realizes it's actually healthy. This serves as a call to action and adds a humorous twist.

# Ad summary This image ad promotes Zesty Paws Calming Diffuser for Cats, highlighting its ability to reduce scratching, spraying, and excessive grooming. The ad features a cat resting near the product, aiming to reassure cat owners of its effectiveness. # Brand positioning Zesty Paws is presented as a pet wellness brand focused on providing solutions for common pet behavioral issues. The brand aims to occupy a space in the consumer's mind as a provider of calming and health-focused products for pets, specifically cats. The brand aligns with a caring and solution-oriented tone, promoting a stress-free lifestyle for pets and their owners. Zesty Paws appears to be following category norms by offering products that address specific pet needs, but with a focus on natural solutions. The brand positioning is both functional, by addressing specific behavioral issues, and emotional, by promoting a sense of calm and well-being for pets. # Product The Zesty Paws Calming Diffuser for Cats is a product designed to reduce scratching, spraying, and excessive grooming in cats. It works by diffusing a calming formula into the air, creating a relaxing environment for the cat. The product is for cat owners looking for solutions to common behavioral issues in their pets. The ad highlights the diffuser and a bottle of the calming solution. The USPs include its ability to reduce unwanted behaviors and promote a sense of calm. The ad implies use occasions when cats exhibit signs of stress or anxiety, leading to the mentioned behaviors. By addressing these issues, the product aims to remove the purchase barrier of dealing with stressful cat behaviors. # Visual style The ad has a clean and bright visual style with a focus on product presentation and a relaxed cat. The production quality appears to be studio-shot with good lighting and clear product visuals. The visual motifs include a color-blocked background and a focus on the product and its benefits. The image treatment includes background removal and color grading to create a cohesive look. The typography is large and bold, making it easy to read. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Calming Diffuser for Cats # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of cat owners dealing with unwanted behaviors such as scratching, spraying, and excessive grooming. The ad copy states "Helps Reduce: Scratching, Spraying, Excessive Grooming" which directly signals these frustrations. # Value propositions - The Calming Diffuser helps reduce unwanted behaviors in cats, providing a more peaceful environment for both the cat and its owner. # Benefits - Helps Reduce: Scratching - Helps Reduce: Spraying - Helps Reduce: Excessive Grooming # Features - Calming Diffuser # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present in the headline and the list of benefits, as it is promoting the product and its features. - Customer: The customer's POV is present in the visual of the relaxed cat, as it shows the desired outcome of using the product. # Storyline - The ad opens by introducing the Zesty Paws Calming Diffuser for Cats as a new product, immediately grabbing the viewer's attention with a solution for common cat behavior issues. This is told from the brand's perspective, aiming to highlight the product's novelty and relevance. - The ad then visually reinforces the product's purpose by showing a relaxed cat near the diffuser, suggesting the calming effect it has on cats. This is shown from the customer's perspective, visualizing the desired outcome of using the product. - The ad concludes by listing the specific benefits of the diffuser, such as reducing scratching, spraying, and excessive grooming, providing concrete reasons for cat owners to consider the product. This is told from the brand's perspective, reinforcing the product's value proposition.

# Ad summary This ad promotes Zesty Paws Urinary Tract Bites for dogs, highlighting their antioxidant properties and key ingredients like cranberry and D-Mannose. The ad emphasizes the product's benefits for kidney health, UT support, and immune function. # Brand positioning Zesty Paws is presented as a brand focused on providing high-quality supplements for pets, specifically dogs. The brand emphasizes natural ingredients and health benefits, positioning itself as a provider of products that support overall well-being. The brand aligns with a lifestyle of pet owners who prioritize their dog's health and are willing to invest in supplements that offer specific health advantages. Zesty Paws pushes against the norm of generic pet treats by focusing on targeted health solutions and natural formulations. # Product Zesty Paws Urinary Tract Bites are soft chew supplements designed to support kidney health, urinary tract function, and immune function in dogs. The bites are bacon flavored and contain antioxidants, cranberry, D-Mannose, and Astragalus. The product is intended for dog owners looking to proactively support their pet's urinary health and overall well-being. The ad addresses the purchase barrier of uncertainty by highlighting the quality of ingredients and the specific health benefits associated with each component. The product is presented as a tasty and convenient way to ensure dogs receive the necessary nutrients for urinary tract support. # Visual style The ad features a product-focused studio shot with a clean, well-lit presentation. The visual motif is straightforward, emphasizing the product and its key features. The image treatment includes background removal to isolate the product, enhancing its visibility. The typography is integrated clearly, with legible fonts highlighting the product's benefits. The style contrasts with platform-native content, opting for a polished, professional look to convey trust and quality. # Hooks Headline: Keep Your Bestie Feeling Zesty! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of pet owners wanting to ensure their dogs have optimal urinary tract health. The ad shows that the product is designed to support kidney health, UT support, and immune function. # Value propositions - Supports Kidney Health - Supports UT Support - Supports Immune Function # Benefits - Quality with inCRANable # Features - Antioxidant - Kidney Health - UT Support - Immune Function - Cranberry, D-Mannose, & Astragalus - Bacon Flavor - 90 Soft Chews # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features, benefits, and quality to persuade the viewer to purchase Zesty Paws Urinary Tract Bites. # Storyline - The ad begins by showcasing the Zesty Paws brand and the specific product, Urinary Tract Bites, immediately establishing the product category and brand. This is told from the brand's perspective, aiming to capture the viewer's attention with a clear product focus. - Next, the ad highlights key features and benefits of the product, such as antioxidant properties and support for kidney health, UT support, and immune function. This is presented from the brand's perspective, educating the viewer about the product's advantages and ingredients. - The ad concludes by emphasizing the quality and natural ingredients of the product, reinforcing the brand's commitment to pet health. This is told from the brand's perspective, aiming to build trust and encourage purchase by highlighting the product's value proposition.

# Ad summary This ad features Zesty Paws Senior Advanced Hip & Joint Bites. The ad highlights the product's key features and benefits, such as supporting joint health, lubrication, and resiliency, as well as containing Glucosamine, Chondroitin, & Turmeric. # Brand positioning Zesty Paws is presented as a brand focused on providing high-quality supplements for pets, specifically targeting senior dogs with their Senior Advanced line. The brand emphasizes natural ingredients and manufacturing in the USA from US and globally sourced ingredients, appealing to pet owners who prioritize their pets' health and well-being. The brand aims to occupy a space in the consumer's mind as a trusted provider of supplements that support the mobility and overall health of aging dogs. The brand aligns with values of quality, natural ingredients, and pet care, pushing against the norm of using artificial flavors, preservatives, and synthetic colors in pet supplements. The brand positioning is both functional, focusing on joint health and mobility, and emotional, appealing to pet owners' desire to keep their senior dogs active and comfortable. # Product The product being advertised is Zesty Paws Senior Advanced Hip & Joint Bites, a supplement designed to support the joint health and mobility of senior dogs. These soft chews contain Glucosamine, Chondroitin, and Turmeric, ingredients known for their benefits in promoting joint health, lubrication, and resiliency. The product is presented as a solution for senior dogs experiencing mobility issues, addressing the purchase barrier of pet owners wanting to improve their aging dogs' quality of life. The ad highlights that the product contains no artificial flavors or preservatives and no synthetic colors, and is made in the USA from US and globally sourced ingredients. The product comes in a chicken flavor and contains 90 soft chews per container, with a net content of 11.1 oz (315 g). The inclusion of OptiMSM and BioPerine are called out as quality ingredients. # Visual style The ad features a clean, product-focused visual style with a studio shot of the Zesty Paws supplement jar and chews. The lighting is bright and even, highlighting the product's details and label information. The use of a gradient background and simple composition creates a professional and trustworthy impression. The overall aesthetic is designed to be easily scannable and informative, emphasizing the product's key features and benefits. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of senior dogs experiencing decreased mobility and joint health issues. The ad aims to alleviate the frustration of pet owners who want to improve their aging dogs' quality of life by providing a supplement that supports joint health, lubrication, and resiliency. # Value propositions - Senior Advanced Hip & Joint Bites support joint health, lubrication, and resiliency for senior dogs. - Made in the USA from US and Globally Sourced Ingredients # Benefits - Joint Health - Lubrication - Resiliency - Mobility # Features - No Artificial Flavors or Preservatives - No Synthetic Colors - Made in the USA from US and Globally Sourced Ingredients - Glucosamine, Chondroitin, & Turmeric - OptiMSM - BioPerine # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits to potential customers. # Storyline - The ad begins by showcasing the Zesty Paws Senior Advanced Hip & Joint Bites, immediately establishing the product as the focal point. This is from the brand's perspective, aiming to capture the viewer's attention with the product itself. - The ad highlights key features and benefits of the product, such as supporting joint health, lubrication, and resiliency, as well as containing Glucosamine, Chondroitin, & Turmeric. This is from the brand's perspective, informing the viewer about the product's functional advantages. - The ad emphasizes the quality and natural ingredients of the product, such as being made in the USA from US and globally sourced ingredients and containing no artificial flavors or preservatives. This is from the brand's perspective, building trust and credibility with the viewer by highlighting the product's quality and safety.

# Ad summary This ad promotes Zesty Paws Senior Advanced Vision Bites, a chicken-flavored supplement for dogs. The ad highlights the product's key ingredients and benefits, such as supporting eye health, eye function, and visual function. # Brand positioning Zesty Paws is presented as a health-focused brand for pets, specifically dogs. The brand emphasizes the use of globally sourced ingredients and manufacturing in the USA, suggesting a commitment to quality and safety. The focus on 'Senior Advanced' positioning indicates a specialized product line catering to the unique needs of older dogs. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, trustworthy supplements that support the health and well-being of senior dogs, particularly their vision. # Product Zesty Paws Senior Advanced Vision Bites are soft chew supplements designed to support eye health, eye function, and visual function in senior dogs. The chews are chicken flavored and contain antioxidants, lutein, and astaxanthin. The product aims to address the common age-related decline in vision experienced by senior dogs. The packaging highlights that the product contains 'LuteClear™' and provides 'DHA gold'. The ad emphasizes that the product contains 'No Artificial Flavors or Preservatives' and 'No Synthetic Colors', appealing to health-conscious pet owners. The container holds 90 soft chews with a net content of 11.1 oz (315 g). # Visual style The ad features a clean, studio-shot product presentation with a focus on clear labeling and product visibility. The visual motif is a straightforward product showcase, emphasizing key features and benefits through text and visual cues. The image treatment includes background removal and soft lighting to highlight the product. The style is designed for easy scannability in-feed, with a focus on conveying essential information quickly. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of declining vision in senior dogs, which can affect their quality of life. The product aims to mitigate this issue by providing supplements that support eye health, eye function, and visual function. # Value propositions - Supports eye health, eye function, and visual function with key ingredients like Lutein & Astaxanthin and DHA gold. - Made in the USA from US and Globally Sourced Ingredients: Ensures quality and safety for your pet. - No Artificial Flavors or Preservatives, No Synthetic Colors: Provides a natural and healthy supplement option. # Benefits - Eye Health - Eye Function - Visual Function # Features - Antioxidant - Lutein & Astaxanthin - DHA gold - LuteClear™ - No Artificial Flavors or Preservatives - No Synthetic Colors - Made in the USA from US and Globally Sourced Ingredients # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its features, and its benefits to promote its value and quality. # Storyline - The ad begins by showcasing the Zesty Paws brand and the specific product, Senior Advanced Vision Bites, immediately establishing the product category and target demographic (senior dogs). This is told from the brand's perspective to introduce the product and its intended use. - The ad highlights key features and ingredients such as 'Antioxidant', 'Eye Health', 'Eye Function', 'Visual Function', 'Lutein & Astaxanthin', and 'DHA gold', informing the audience about the product's benefits. This is told from the brand's perspective to educate the viewer on the product's composition and functionality. - The ad emphasizes the product's quality and safety by stating 'No Artificial Flavors or Preservatives', 'No Synthetic Colors', and 'Made in the USA from US and Globally Sourced Ingredients', building trust with the consumer. This is told from the brand's perspective to reassure potential buyers about the product's quality and origin. - The ad concludes by showing the quantity of chews per jar, '90 Chews per jar', and highlighting the 'Chicken Flavor', providing practical information and appealing to the dog's taste preferences. This is told from the brand's perspective to provide essential details and encourage purchase.

# Ad summary This ad promotes Zesty Paw's 'Valen-tails Day' savings. It features a smiling woman holding a dog, along with various Zesty Paw products like dental bones, pre- and probiotic bites, and hip and joint bites. The ad also includes a discount offer to incentivize purchases. # Brand positioning Zesty Paws is presented as a pet health and wellness brand focused on providing functional and veterinarian-formulated supplements and treats for dogs. They aim to occupy a space in the consumer's mind as a provider of high-quality, health-focused products that cater to specific needs like dental care, digestion, and joint health. The brand aligns with a caring, health-conscious lifestyle for pet owners, suggesting that customers should care because Zesty Paws offers targeted, benefit-driven products to improve their pets' well-being. The brand seems to follow category norms by emphasizing functional benefits and ingredient quality, while pushing against the idea that treats can't also be healthy and beneficial. # Product The ad features three Zesty Paws products for dogs. First, the Zesty Paws All-In-One Functional Dental Bones are promoted for everyday dental care. The bag shows the product as bone-shaped chews. Second, the Zesty Paws Pre, Post & Probiotic Bites are veterinarian-formulated and support gut health. The container is a dark grey jar with a red seal. Finally, the Zesty Paws Hip & Joint Bites are designed to support mobility. This comes in a blue jar. All three products are designed to make caring for your dog easy and delicious. The ad implies that these products are worth trying or buying because they are both functional and enjoyable for pets, addressing concerns about palatability and effectiveness. # Visual style The ad has a polished, studio-shot production quality with a warm, inviting color grade. The visual motifs include a focus on natural lighting and candid-style interaction between the woman and the dog. The typography is clean and legible, integrated well with the overall design. The style aims to be native to the platform, with a focus on scannability and stop power in feed. # Hooks Headline: Valen-tails Day Savings Are Here! # Funnel stage Bottom of funnel (Conversion) # Pain points It is implied that the pain point is finding health products that dogs enjoy. # Value propositions - Functional products that are also enjoyable for pets - Veterinarian-formulated products # Benefits - Dental care - Gut health - Mobility # Features - All-In-One Functional Dental Bones - Veterinarian Formulated Pre, Post & Probiotic Bites - Advanced Hip & Joint Bites # Call to action Shop Now # Point of view - Brand: The headlines, product displays, discounts, and CTA are shown from the brand's perspective to promote their products and offers. - Customer: The image of a smiling woman holding a dog shows a happy user and presents the customer's perspective. # Storyline - The ad starts with the headline 'Valen-tails Day Savings Are Here!' This is presented from the brand's perspective to immediately grab attention with a holiday-themed promotion and informs the audience that there are savings to be had, piquing their interest. - Next, the ad shows a smiling woman holding a dog. This is shown from the perspective of a happy customer enjoying a moment with her pet. This conveys that the products foster a positive, loving relationship between owner and pet. - The ad then showcases three of Zesty Paw's products. This is presented from the brand's perspective to highlight the range of available products and their benefits, focusing on dental care, gut health, and mobility. - The ad ends with the discounts '10% Off 1 Item | 20% Off 2 Items | 30% Off 3+ Items' and a 'Shop Now' button. This is from the brand's POV encouraging immediate action and driving sales by offering tiered discounts.

# Ad summary The ad promotes Zesty Paws products with a 'Big Game' themed discount, offering 20% off bundles. The products include supplements for dogs and cats such as hip and joint, multivitamin, and probiotic bites/mousse. # Brand positioning Zesty Paws is presented as a provider of health supplements for dogs and cats, with a focus on easy-to-administer formats like 'bites' and 'mousse'. The brand's focus is functional, catering to pet owners who want to proactively manage their pets' health through supplements that target specific needs such as hip and joint support, multivitamin supplementation, and gut health. The brand appears to align with a lifestyle of proactive pet care and convenience, addressing the needs of pet owners who want to provide comprehensive care for their pets. # Product The ad features several Zesty Paws products, all designed as health supplements for pets. 'Hip & Joint Bites' are soft chews designed to support mobility in dogs. '8-in-1 Multivitamin Bites' are multivitamins in chewable form for dogs. 'Probiotic Bites' promote gut health in dogs. All three come in jars containing 60 soft chews. An '8-in-1 Multivitamin Cat Mousse' supplement is also featured, formulated specifically for cats and packaged in a single-serve pouch with 14 sachets. The products are designed to be easy to administer, addressing the common difficulty of giving pets supplements. # Visual style The ad has a clean, bright, and promotional visual style. The production quality is highly polished with bright, even lighting on the products, and the graphics are digitally rendered. The color scheme is dominated by orange and green, creating a high-contrast image. The typography is large and bold. The overall aesthetic is designed to be eye-catching and easily scannable. # Hooks Headline: Score a Touchdown of Savings! # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 20% off Our BIG GAME Bundles* # Benefits - Mobility - Multivitamin - Gut Health # Features - Hip & Joint Bites - 8-in-1 Multivitamin Bites - Probiotic Bites - 8-in-1 Multivitamin Cat Mousse # Call to action Shop Now # Social proof - None used. # Point of view - Brand: All copy and visuals promote Zesty Paws products and the associated discount, communicating directly to the viewer about the offer and products available. # Storyline - The ad starts with a 'Big Game' theme, offering a discount to create a sense of excitement and tie in with a popular event. The brand is telling the story from a promotional perspective to capitalize on a cultural moment and draw viewers in with an attractive offer. - The ad then showcases the Zesty Paws products, highlighting the variety of supplements available for dogs and cats. This section is from the brand's perspective, informing the viewer about the range of products they offer and their specific benefits. - The ad includes product details and labeling, such as 'Hip & Joint Bites', '8-in-1 Multivitamin Bites', 'Probiotic Bites' and '8-in-1 Multivitamin Cat Mousse'. This section is intended to give the customer the product information that they may need to make a purchase.

# Ad summary A man shares the Zesty Paws Probiotic Bites he gives to his dog, Magnus, because their workouts "definitely don't do it on their own." Magnus is portrayed as a workout buddy who takes training very seriously and always supervises. # Brand positioning Zesty Paws is a brand of dog supplements focused on health and wellness. They offer solutions that promote gut health through their line of Probiotic Bites. # Product Zesty Paws Probiotic Bites are dog supplements that promote gut health. Each treat contains 3 probiotic strains to help keep a dog's gut in check. # Visual style The ad has a UGC style with a polished feel. There are quick cuts and static shots. The pacing is consistent throughout the ad. # Hooks Spoken: My dog takes training very seriously. Text overlay: Training with my 9 year old dog “athlete” Visual: 00:00–00:02: A man runs on the treadmill at the gym. He is fair-skinned, bald, in his 40s, and wearing a green t-shirt and black shorts. He is facing away from the camera. A blonde dog walks around the treadmill. The camera is stationary and at eye level. # Funnel stage Consideration # Pain points Our workouts definitely don't do it on their own. # Value propositions - Zesty Paws Probiotic Bites keep his gut in check because our workouts definitely don't do it on their own. # Benefits - Keep his gut in check # Features - 3 probiotic strains # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is narrated by the dog's owner, who shares his observations of the dog's behavior as it relates to the product. # Storyline - 00:00–00:02 The ad opens with a man running on the treadmill as the caption says, "Training with my 9 year old dog 'athlete'" The intention is to introduce the theme of the video as it relates to the dog. - 00:02–00:08 Next, the man lifts weights while a voiceover says Magnus is all about health and wellness, but that his form is a little questionable, as Magnus is shown laying down and rolling on his back next to the weights. The intention here is to create an ironic, humorous juxtaposition that plays on how dedicated the dog is to wellness. - 00:08–00:19 The man does squats while the voiceover says he's usually doing the actual working out while Magnus supervises and conserves energy. The intention here is to further build upon the humorous irony introduced in the prior clip. - 00:19–00:24 The man is shown jogging in place while holding an orange jar, as the voiceover says, "Well look at that. I finally found what motivates Magnus and gets him moving." The intention here is to create anticipation for what motivates Magnus. - 00:24–00:26 The man opens the jar of Zesty Paws Probiotic Bites as the voiceover says they keep Magnus' gut in check. The intention here is to present the product as the solution to whatever activity they are doing. - 00:26–00:30 The man feeds Magnus the Zesty Paws Probiotic Bites as the voiceover says their workouts definitely don't do it on their own. The intention here is to reinforce how the product contributes to their workouts. - 00:31–00:35 The ad shows Magnus walking toward the camera, and the text overlay says, "Every hero needs a nap..." The intention here is to humorously reinforce that his workout with the man earns him a nap. - 00:35–00:43 The man sits on the ground next to a large tire as he pats the jar of Zesty Paws and says that Magnus has his routine locked in, as he says he is honestly a little jealous. The intention here is to express the positive effects of using the product.

# Ad summary This ad promotes Zesty Paws Calming Diffuser, a product designed to alleviate stress and anxiety in cats. The ad features a cat owner who describes how his cat used to exhibit signs of stress, such as hiding and overgrooming, before using the diffuser. The product uses smart mist technology and calming pheromones to create a peaceful and secure space for cats. # Brand positioning Zesty Paws is presented as a brand offering pet health and wellness products, specifically in this ad, solutions for cat anxiety. The brand aligns with a lifestyle of pet owners who prioritize their pets' emotional and mental well-being. By focusing on anxiety relief through a diffuser, the brand positions itself in the market as innovative and science-backed, standing apart from traditional methods like medication. The brand's functional positioning is calming and soothing while also being perceived as responsible and caring. # Product The Zesty Paws Calming Diffuser is an air-based pheromone diffuser for cats designed to reduce stress and promote relaxation. It utilizes smart mist technology to diffuse calming pheromones that “speak your cat’s language,” creating a peaceful and secure space of up to 1,000 square feet. The product comes with a diffuser unit and a refill bottle containing calming pheromones. The diffuser is veterinarian-formulated and sedative-free. The ad mentions a subscription service for refills, addressing the need for continuous use to maintain a calm environment. # Visual style The ad has a UGC feel, combining polished commercial shots with more casual, handheld footage. The editing style includes quick cuts to maintain a fast pace, especially during the 'before and after' transition. The production quality is a hybrid, with some shots looking professionally lit and others appearing more natural. The pacing is fast, with cuts aligning to the spoken word. Overall, the visual style aims to balance professionalism with authenticity, making it relatable and credible to cat owners. # Hooks Spoken: 00:00–00:02: This is my kitty before I found the calming diffuser. Text overlay: 00:00–00:01: THIS IS MY / 00:01–00:02: FOUND THE CALMING Visual: 00:00–00:01: Close-up shot inside a blue shark-shaped cat bed with a red interior. / 00:01–00:02: A grey cat is sitting on a white couch. # Funnel stage Middle of funnel (Consideration) # Pain points Cat owners struggling with anxious cats who are showing signs of stress. The ad shows signs of stress such as hiding and over-grooming. # Value propositions - Calming pheromones that literally speak your cat's language - Creating a peaceful and secure space across to up to 1000 square feet of your home # Benefits - Calming - Creating a peaceful and secure space - Safe and healthy - Convenient # Features - Smart mist technology - Calming pheromones - Veterinarian formulated - Sedative-free - Subscription refills # Call to action Try the Zesty Paws calming diffuser. # Point of view - Customer 60% – The majority of the video is presented from the perspective of a pet owner sharing their experience with the product. - Brand 40% – The brand's perspective is conveyed through product claims, veterinarian formulation, and visual demonstrations of the diffuser's features. # Storyline - 00:00–00:01 The ad starts with a view inside a shark-shaped cat bed. - 00:01–00:05 00:01–00:05: The ad shows a grey cat exhibiting signs of stress, such as hiding under furniture, overgrooming, and looking generally unhappy. The message is that these behaviors are indicative of stress in cats. - 00:05–00:07 00:05–00:07: The ad transitions to show the same cat after using the calming diffuser. The cat is now relaxed and content, being petted by its owner. This transition implies the product's effectiveness in reducing stress. - 00:07–00:11 00:07–00:11: A man is speaking to the camera and states that scratching, over-grooming, and spraying can be signs of stress in cats. The speaker establishes his credibility and introduces the problem the product aims to solve. - 00:11–00:14 00:11–00:14: The man continues speaking to the camera, referencing his cat. He mentions how his cat used to be stressed and never relaxed. This continues to build the customer's relatability with the speaker. - 00:14–00:16 00:14–00:16: The ad shows the cat approaching and interacting with the Zesty Paws calming diffuser. This introduces the product as the solution. - 00:16–00:18 00:16–00:18: The man explains how the product uses smart mist technology. This highlights the product's unique features and benefits. - 00:18–00:24 00:18–00:24: The ad shows the cat in a relaxed state on a cat tower by the window. The man explains that the diffuser emits calming pheromones that speak the cat's language, creating a peaceful space up to 1,000 square feet. This shows the cat living happily in its environment. - 00:24–00:29 00:24–00:29: The man shows how the pheromone oil is added to the diffuser. He highlights that the product is veterinarian formulated and sedative-free. This builds credibility and addresses safety concerns. - 00:29–00:33 00:29–00:33: The man shares that they subscribe to refills to keep the home calm. This reinforces the long-term value and continuous benefit of the product. - 00:33–00:38 00:33–00:38: The man encourages viewers to try the Zesty Paws Calming Diffuser if their cat is showing signs of stress. He concludes by saying it might change everything, providing a final call to action.

# Ad summary This ad promotes Zesty Paws Calming Diffuser to help calm anxious cats. The ad opens with the sound of purring as a cat is being brushed. The narrator says that this is the sound of a calm kitty as he trims the cat's nails. He states that this is because of the Zesty Paws Calming Diffuser. He then opens the product to show how it uses Smart Mist Technology and calming pheromones to create a secure and peaceful environment in up to 1,000 square feet of your home. He says the diffuser is veterinarian formulated and sedative free. The woman plugs it into the wall. She is able to brush the cat, and treat her like a queen. The narrator then sprays the cat, and says that he even subscribed to refills so now the calm never runs out. The ad closes with the narrator encouraging viewers to try the Zesty Paws Calming Diffuser and make your home calm for them. # Brand positioning Zesty Paws is presented as a brand that offers products that are veterinarian formulated and sedative free. The brand aims to occupy a space in the consumer's mind as a provider of easy solutions to calm anxious pets, promoting a lifestyle of convenience and care for pets. # Product The Zesty Paws Calming Diffuser is a product designed to calm anxious cats. It uses Smart Mist Technology and calming pheromones that speak your cat's language, creating a secured and peaceful environment in up to 1,000 square feet of your home. The diffuser is veterinarian formulated and sedative free, providing a safe and effective way to reduce scratching and spraying while promoting relaxation for cats. The product is sold as a kit containing the diffuser device and a vial of the calming liquid. Refills are available through a subscription service, ensuring that the calm never runs out. # Visual style The ad has a UGC feel with a polished commercial look. The editing style consists of quick cuts and static shots. The production quality is high-end, supporting the intended tone of a reliable and effective product. The pacing is consistent with several cuts per minute, timed to the music and voiceover lines. # Hooks Spoken: 00:00–00:03 You hear that? Text overlay: #sponsored / You hear that? Visual: 00:00–00:02 A hand holds a purple and gray pet brush and strokes a gray cat. The background is a blurry gray and white blanket and blue jeans. The setting appears to be a living room. The camera is handheld and close up, focusing on the cat's fur being brushed. There is natural lighting. Text overlay reads '#sponsored' and 'You hear that?' # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is dealing with an anxious cat that scratches and is difficult to handle, causing stress for both the pet and the owner. "No more scratching" # Value propositions - The Zesty Paws Calming Diffuser uses Smart Mist Technology and calming pheromones to create a secured & peaceful environment in up to 1,000 square feet of your home - It's veterinarian formulated and sedative free # Benefits - creates a secured & peaceful environment in up to 1,000 square feet of your home - no more scratching # Features - Smart Mist Technology - calming pheromones - veterinarian formulated - sedative free # Call to action try the Zesty Paws Calming Diffuser and make your home calm for them! # Point of view - Customer 100% – The ad is told from the customer's point of view, showcasing their experience and satisfaction with the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with the sound of a cat purring as a hand brushes the cat. The message conveyed is that the cat is calm and relaxed. The perspective is from someone who is caring for the cat, conveyed through the sound and action of brushing. - 00:03–00:07 00:03–00:07 The narrator states that this is the sound of a calm kitty as he trims the cat's nails. The perspective is of someone who is able to handle an anxious cat, which is now calm. There is a slight tonal shift that suggests this was previously a difficult task. - 00:07–00:16 00:07–00:16 The narrator explains that the cat is calm because of the Zesty Paws Calming Diffuser. He presents the product and its features, highlighting its Smart Mist Technology and calming pheromones. The perspective shifts to a product demonstration, showcasing the benefits of the diffuser in creating a peaceful environment for cats. This information validates why the cat is calm. - 00:16–00:20 00:16–00:20 The woman plugs the diffuser into the wall. She is able to brush the cat, and treat her like a queen. The perspective is of the cat owner, showing the ease of use and the positive impact on the cat's behavior. This offers a glimpse into the desired outcome. - 00:20–00:23 00:20–00:23 The narrator sprays the cat, and says that he even subscribed to refills so now the calm never runs out. The perspective is of the pet owner, emphasizing the convenience and long-term benefits of the product. The continuous care of the cat is reinforced. - 00:23–00:28 00:23–00:28 The narrator encourages viewers to try the Zesty Paws Calming Diffuser and make your home calm for them. This is a direct call to action, urging viewers to purchase the product. The perspective shifts to a recommendation from someone who has experienced the benefits firsthand, aiming to persuade viewers to try the product.

# Ad summary This ad features a compilation of cats exhibiting various behaviors, from playful to relaxed, set to classical music. The ad humorously gauges the cat's 'calmness' on a scale, subtly promoting a product that could potentially influence this behavior. # Brand positioning The brand is presented through user-generated content, aligning with a casual and relatable tone. It positions itself as understanding the nuances of cat behavior, particularly their varying levels of calmness. The brand aims to occupy a space in the consumer's mind as a helpful resource for cat owners, promoting a lifestyle where cats are calm and content. It ignores the norms of highly polished pet product commercials, opting instead for authenticity and humor. The brand positioning is both functional, by implying a solution for cat agitation, and emotional, by tapping into the owner's desire for a peaceful home environment. # Product The product is not explicitly shown or named, but it is implied to be something that can influence a cat's calmness. The ad targets cat owners who experience their cats exhibiting chaotic or restless behavior. The product's USP is its ability to promote calmness in cats, addressing the purchase barrier of skepticism about pet calming products. The ad suggests use occasions when a cat is overly energetic or agitated. The ad tells the viewer that this product is worth trying if they want a calmer, more peaceful cat. # Visual style The ad has a UGC feel, with natural lighting and handheld camera work. The editing style is quick cuts, transitioning between different scenes of the cat. The production quality is casual, supporting the authentic and relatable tone. The pacing is moderate, with cuts timed loosely to the music. # Hooks Text overlay: 00:00–00:08: on a scale of 1 to 'conductor of chaos' how calm is your cat today? Visual: 00:00–00:02: A tan and brown tabby cat sits on a black office chair in a home office setting. The cat is batting at a tablet resting on a wooden desk. The background includes a black bookshelf filled with books and various items. The camera is stationary and slightly angled downward. The lighting is soft and natural. The cat appears playful and curious. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is dealing with a cat that exhibits chaotic or restless behavior. # Value propositions - The ad implies that the product can help cat owners achieve a calmer and more peaceful home environment by promoting calmness in their cats. # Benefits - A calmer, more peaceful cat - A more peaceful home environment # Features - Implied ability to promote calmness in cats # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a cat owner showcasing their cat's behavior in various situations. # Storyline - 00:00–00:02 The ad opens with a cat playfully batting at a tablet. - 00:02–00:03 The scene transitions to the same cat sniffing curiously at a table. - 00:03–00:05 The cat is then shown rolling around on a colorful rug, engaging with a toy. - 00:05–00:06 The cat is seen nestled in a blanket, grooming itself. - 00:06–00:08 The ad concludes with the cat lying calmly on a staircase.