Your ads sell the shelf.
This one sells the drink.

01

Your six ads, opened one by one

Six ads are live. Inside them are fourteen separate pieces of creative — two films, two images and two carousels of five cards each. We opened all fourteen by hand rather than sampling them. One billboard artwork runs twice, so thirteen are distinct.

02

The shelf is sold

The hard part of a retail launch is getting a shopper to the right aisle, and your account does that well.

The second film is a shelf walk — a cart pushed down the juice aisle, the price tags legible at 2.49 and 8.49, a hand placing a four-pack in the basket — and it closes on five and a half seconds of full red end card: cheerpop® NATIONWIDE NOW · shop before it's gone! Between them, the arrival is fully told.

03

What four bigger drinks brands do

We read 130 frames across four accounts — Poppi 24, Olipop 20, Liquid Death 42, Vita Coco 44 — opening each one rather than reading its captions. Two are sodas, Poppi and Olipop. Liquid Death is canned water and Vita Coco is coconut water; each is here for one pattern it runs at scale.

Liquid Death · 333 ads live

The retailer rides in the corner

The headline is always a reason to want the can — a sugar number, a joke, a comparison. Where you can buy it sits underneath in small type. The ad refuses to be an announcement, so someone seeing it a third time still gets something new.

In 21 of the 42 frames we read, “available at amazon” appears as a small lockup under a product line — 14 distinct ads, 6 headline families, running 13 to 139 days.

Poppi · 123 ads live

One number does the arguing

The same figure carries 15 of the 24 frames we read. It is not a claim you have to read a paragraph to understand — it is one number, printed large, in the same place, until it belongs to the brand.

“5g Sugar” appears on 15 of the 24 frames we read, across 15 distinct ads running 0 to 130 days. In the four Circle K frames we read, the retailer is one line of type over the flavour lineup.

Olipop · 70 ads in the archive

One flavour takes the whole frame

Never the lineup. One can, and the frame built out of the fruit inside it — blackberries and vanilla flowers, a bed of green apples. The flavour is the idea, not a label on a row of cans.

Flavour set-pieces run 14 of the 20 frames we read, and Poppi does the same in 8 of 24. Cheerpop has six flavours and has never run one on its own.

Vita Coco · 175 ads live · not a soda

The moment is named, and the table is set for it

Outside days. The midday slump. A heatwave. Each ad picks an occasion, then builds the whole picture around it — the blanket, the donuts, the keyboard and the alarm clock. You are not sold a drink, you are sold a twenty-minute window.

40 of all 44 frames we read name a moment, across 9 scene families and 25 distinct ads. This is the pattern the film at the bottom of this page runs.

04

Three angles to run next

A / 01

The moment

the film below

Pick a twenty-minute window — the car before work, the walk home, the afternoon slump — and build the whole picture around it, with the can in hand. It is the angle Vita Coco runs on 40 of the 44 frames we read.

The shots already existYour own site carries the can on a sunset drive, at a gym and on a lounger. None of them is in the six ads.

A / 02

Three biotics, one can

the third word

Your can prints Prebiotic + Probiotic + Postbiotic, and it is legible in seven of your fourteen pieces. It has never been the point of an ad.

The gap, with its denominatorAcross the 46 frames from soda brands where a biotic claim was even possible — Poppi 24, Olipop 20, Culture Pop 2 — postbiotic appears zero times. Poppi says prebiotic, Olipop says prebiotic and “supports digestive health”, Culture Pop says probiotic. None of the three says it in the frames we read.

A / 03

One flavour, named and shot

the Olipop play

Lychee. Yellow Mango. Passion Fruit. One per ad, the fruit in frame, the taste described — instead of six cans in a row.

What the bigger accounts doOlipop builds 14 of the 20 frames we read around a single flavour, and Poppi does it on 8 of 24. Your six ads have never run one flavour on its own.

06

The two statics we made

Not directions. Finished ads, with the words that run around them in the feed.

Concept 01

The rest of the aisle doesn't stand a chance.

Carousel · 2 cards · 4:5

‹ ›

Swipe: Yellow Mango, then Lychee. Same grid, one flavour per card.

On-image text

1. THE REST OF THE AISLE / DOESN'T STAND A CHANCE.
2. The grid: Fake aftertaste · All fizz, no fruit · Too sweet · Artificial colour · Watery · Sad diet fizz
3. Sparkling soda made with 50% real fruit juice. No artificial sweeteners.
4. From $2.29 · now at Target

Primary text

You've read the labels in the soda aisle. Fake aftertaste. All fizz, no fruit. Sad diet fizz. Yellow Mango and Lychee are each 50% real fruit juice, with no artificial sweeteners. Find them in the Target juice aisle now.

Headline

Yellow Mango and Lychee, 50% real fruit juice. Now at Target.

Button

Find us at Target→ target.com/b/cheerpop/-/N-q643lewn400

Why this one. It names what the can replaces, which is how the bigger soda accounts talk: Poppi does it on 15 of the 24 frames we read, Olipop on 15 of 20. And the retailer sits at the bottom, after the reason, the way Liquid Death runs Amazon.

Concept 02

Pick the right one.

Single image · 4:5

One flavour, one can, lifted out of a pile of blank ones.

On-image text

1. PICK THE / RIGHT ONE
2. Now in the Target juice aisle.
3. 50% real fruit juice
4. No artificial sweeteners
5. Yellow Mango · $2.29

Primary text

From the shelf, every soda looks the same. This one is 50% yellow mango juice, sweetened by the fruit, with no artificial sweeteners. Grab it in the Target juice aisle.

Headline

Yellow Mango. Now in the Target juice aisle.

Button

Find us at Target→ target.com/b/cheerpop/-/N-q643lewn400

Why this one. One flavour gets the whole frame. Olipop builds 14 of the 20 frames we read around a single flavour, and your account has never run one on its own.