Ripple · Comp Attack-Vector Intel
Compiled 2026-05-24 from Foreplay Public API · 901 credits spent (9% of monthly quota) · 295 ads across 10 brands · For Ripple launch creative expansion
The Competitive Set
Two creative postures: stable winners ride small inventories for 100-400 days; aggressive testers churn constantly with almost zero survivors.
| Brand | Ads | Long-runners ≥120d | Median days | Format spine | Primary CTA |
|---|---|---|---|---|---|
| IM8 Health | 50 | 26 (52%) | 132d | CAROUSEL:5, IMAGE:7, VIDEO:22, DCO:16 | LEARN_MORE, GET_OFFER, SHOP_NOW |
| AG1 / Athletic Greens | 29 | 24 (82%) | 328d | VIDEO:6, DCO:23 | null, LEARN_MORE |
| Tailwind Nutrition | 9 | 9 (100%) | 327d | DCO:7, VIDEO:1, CAROUSEL:1 | SHOP_NOW |
| Klean Athlete | 7 | 4 (57%) | 143d | IMAGE:2, VIDEO:3, DCO:2 | LEARN_MORE, SHOP_NOW |
| XTEND | 26 | 0 (0%) | 12d | DCO:26 | SHOP_NOW, LEARN_MORE |
| Bare Performance Nutrition | 50 | 0 (0%) | 8d | VIDEO:11, DCO:35, IMAGE:3, DPA:1 | SHOP_NOW, SUBSCRIBE |
| Optimum Nutrition | 22 | 0 (0%) | 33d | DCO:17, VIDEO:4, IMAGE:1 | SHOP_NOW, ORDER_NOW, |
| LMNT | 2 | 0 (0%) | 4d | IMAGE:1, MULTI_IMAGES:1 | |
| Liquid I.V. (US) | 50 | 0 (0%) | 3d | DPA:8, VIDEO:20, DCO:17, IMAGE:5 | SHOP_NOW, LEARN_MORE |
| Dr. Hydrate | 50 | 0 (0%) | 12d | IMAGE:5, VIDEO:6, DCO:39 | SHOP_NOW |
Distribution
Ads pulled per brand
Long-runners (≥120d) per brand
Format split (all ads)
Days-running buckets
Hook-Lane Taxonomy · What the Comp Set Says
8 named lanes distilled from the 64 long-runner winners. Saturated lanes are where 3+ comps lead with the same angle. Don't enter; outbid risk.
Lane 1
Stack-collapse · replace your shelf with one drink
SATURATED
DO NOT ENTER. AG1 spends $200M+/yr defending; IM8 well-funded challenger.
Lane 2
Morning ritual for wellness people
SATURATED
Don't compete on AG1's tone. Performer-morning lane is open · see Adset A.
Lane 3
Influencer / expert pairs with product
PARTIALLY OWNED
Avoid until real seeded testimonials exist. No fake doctor personalities.
Lane 4
Endurance / carb fuel for big efforts
ADJACENT (not Ripple's lane)
Sidestep. Ripple is recovery-led not fuel-led.
Lane 5
NSF Certified / pro-trusted / clean ingredients
NICHE WINNER
Available. Ripple's substantiation + 13 actives is the asset. Worth ONE static slot inside broader concept.
Lane 6
Sugar attack
OCCUPIED, ANTI-RIPPLE
FORBIDDEN. Ripple TAM reads sucralose worse than sugar.
Lane 7
Discount / first-order percentage
WEAK / GENERIC
Closer not hook. Don't lead with it in cold traffic.
Lane 8
Hydration as performance
OCCUPIED BY LIQUID IV + DR HYDRATE
Ripple rejects hydration-primary. Recovery is the wedge.
White-Space · Where Ripple Attacks
5 lanes nobody in the comp set occupies for the daily-cadence-recovery wedge. The three adsets below claim 3 of these 5.
White-space 1
Daily recovery as a lived state
Recovery in comp set is post-workout (Bare PN) or buried in wellness (AG1/IM8). Nobody leads with daily recovery as lived experience.
White-space 2
Yesterday's workout still in your legs · felt-pain entry
Chronic fatigue of high-frequency training is universally felt and universally unnamed. Pain-state hook is wide open.
White-space 3
Morning ritual for performers, not wellness people
AG1 owns wellness morning. The performer-morning OCCASION is open.
White-space 4
Between-session repair
Bare PN sells post-workout. Klean sells during. Liquid IV sells whenever. Nobody sells the gap between sessions.
White-space 5
Recovery-led stack-replacement
AG1 stack-replaces with greens. IM8 with broad-spectrum. Nobody leads with recovery actives.
Top 12 Moats · Longest-Running Across the Set
Survivor bias = signal. These are what's actually scaling. Note the brand concentration (AG1 + Tailwind + IM8 + Klean dominate). Read the copy register.
433 days
AG1 / Athletic Greens
DCO · LEARN_MORE
433 days
AG1 / Athletic Greens
DCO · LEARN_MORE
420 days
AG1 / Athletic Greens
DCO · LEARN_MORE
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone.
Plus, get a FREE year supply of Vitamin D + 5 FREE Trav
DCO · no static
349 days
AG1 / Athletic Greens
DCO · LEARN_MORE
One scoop, eight ounces of water, once a day. That’s all it takes to have 75 vitamins, minerals, probiotics, adaptogens, whole food sourced nutrients, and more.
For a limited time only, get a free ye
349 days
AG1 / Athletic Greens
DCO · LEARN_MORE
I’m all about simplicity which is why I’ve been loving AG1. One daily scoop has 75 vitamins, minerals, probiotics, adaptogens, whole food sourced nutrients, and more. It’s helped to support my gut hea
349 days
AG1 / Athletic Greens
DCO · LEARN_MORE
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone. Looks like you’re going to need a smaller cabinet.
DCO · no static
340 days
Tailwind Nutrition
CAROUSEL · SHOP_NOW
🚨 NEW PRODUCT ALERT 🚨 HIGH CARB FUEL JUST ARRIVED 🤩
90 grams of carbs. Purpose-Built For High Intensity Efforts 🚵♂️🏃
Meant to keep you hydrated and fueled throughout your toughest efforts
⚡90G Carb
DCO · no static
339 days
Tailwind Nutrition
DCO · SHOP_NOW
DCO · no static
339 days
Tailwind Nutrition
DCO · SHOP_NOW
DCO · no static
339 days
Tailwind Nutrition
DCO · SHOP_NOW
337 days
AG1 / Athletic Greens
DCO · LEARN_MORE
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone.
Plus, get a FREE year supply of Vitamin D + 5 FREE Trav
337 days
AG1 / Athletic Greens
DCO · LEARN_MORE
Meet the daily habit that provides your body with everything it needs, in just one scoop. 75 high-quality ingredients to support your immunity, energy, and gut health. With AG1, you’ll get more of the
ADSET A
The Performer's Morning
A1 · First Thing
First thing into the body. Last workout out of the legs.
Ripple is the daily drink built for athletes who train tomorrow. 13 actives. Sodium 227mg. Glutamine. Senactiv. Watermelon yuzu, peach mango. Mixed in a glass of water before you do anything else.
VISUAL BRIEFCropped-tight athlete pouring Ripple stick into glass on washed-concrete kitchen counter, brick-red sachet edge visible, warm tungsten side-light from window. 35mm grain. Negative space top half.
A2 · Six Days a Week
A drink for athletes who train six days a week.
Most days are training days. Most mornings the body still owes the last one. Ripple is the daily that closes the gap. 13 actives, $1.86 per serve, every morning before the work starts.
VISUAL BRIEFEmpty gym at dawn, blue-grey light through frosted glass, single Ripple stick in foreground on bench. Brick-red wordmark crisp against concrete floor. Chromatic aberration on the gym edge.
A3 · The Glass
One glass, every morning, then go train.
A simple routine built for real life. Sodium for hydration. Senactiv for cellular cleanup. Glutamine for gut. 13 actives in total. Mix, drink, train. Stop second-guessing the stack.
VISUAL BRIEFSingle product hero on washed concrete, single glass beside it half-poured, tungsten back-light producing rim glow on glass. Macro shot. Grain heavy. No model.
A4 · What Replaces What
Ripple replaces the four supplements you take after training.
Most stacks bolt a hydration powder onto a recovery scoop onto a focus pill onto an electrolyte tab. Ripple is built as one. Sodium + Senactiv + Glutamine + Citicoline + Watermelon + 8 more. Built for daily. Mixed in water. Once.
VISUAL BRIEFFour tubs arranged in line, all crossed out with single thin brick-red line, single Ripple stick replacing them at end of line. Washed concrete surface. Top-down shot.
ADSET B
Yesterday Is Still In You
B1 · Tuesday in Thursday's Legs
Tuesday's session is still in Thursday's legs. That's a recovery problem.
When training catches up faster than it clears, you stop progressing. Ripple is 13 actives built to clear the load. Sodium replaces what training pulled out. Senactiv works on cellular cleanup. Glutamine, watermelon, yuzu. Daily, before you lift again.
VISUAL BRIEFTight crop on lower legs, mid-stride, slight motion blur on one foot. Washed concrete gym floor. Single brick-red Ripple sachet edge entering frame from corner like a flag. Warm tungsten.
B2 · You Don't Need Another Shake
You don't need another shake. You need a recovery routine.
Post-workout scoops fix the moment. They don't fix the next day. Ripple is the daily that does the work between sessions. 13 actives, one glass, every morning. The shake stays for after. This is for the in-between.
VISUAL BRIEFTwo-image split. Left: protein shaker on rumpled towel, dim light, end-of-workout. Right: Ripple stick + glass on concrete counter, tungsten light, morning. Brick-red horizontal divider line between.
B3 · Felt Like Lead
When your legs feel like lead at 9 AM you trained too hard yesterday and didn't recover enough.
The fix isn't sleep alone. It isn't stretching. It's what you put back in. Ripple delivers sodium, glutamine, Senactiv, citicoline, watermelon, yuzu and seven more cellular-level actives in one daily glass. Built so tomorrow's session has a body to use.
VISUAL BRIEFClose-up of athlete sitting on edge of bed, head down, hands on knees, dawn-blue light. Single Ripple stick on bedside table in foreground focus. Brick-red label sharp, body soft. Grain.
B4 · Recovery Isn't a Day Off
Recovery isn't a day off. It's what you do every day.
Active recovery is a daily input, not a weekly break. Ripple builds it into a glass. 13 actives, $1.86 per serve, mixed in water once a day. Watermelon yuzu and peach mango. Stop treating recovery as time you don't have.
VISUAL BRIEFAthlete shoes lined up neatly under bench, towel folded, single Ripple stick on bench. No model. Washed concrete locker-room. Tungsten. Suggests ritual, not exertion.
ADSET C
Built In
C1 · 13 Actives. 0 Stack.
13 actives. One glass. No stack.
Sodium 227mg. Glutamine 1.5g. Senactiv 50mg. Citicoline 250mg. Watermelon extract. Yuzu. Plus seven more, all dosed for daily intake. The recovery formula is built in. Drink one, stop juggling four.
VISUAL BRIEFTop-down shot, washed concrete surface. 13 small ingredient pills/granules arranged in clean grid, single Ripple stick laid diagonally across all of them like a strike-through. Brick-red label crisp. Tungsten warm wash.
C2 · What's Actually In It
Sodium for hydration. Glutamine for gut. Senactiv for cellular cleanup. Built into one drink.
Ripple is the daily recovery formula with 13 named actives at doses that work. Not a proprietary blend. Not a marketing list. Sodium 227mg, Glutamine 1.5g, Senactiv 50mg, plus 10 more on the panel. Watermelon yuzu, peach mango. Daily, $1.86 per serve.
VISUAL BRIEFHero product shot with the actual NIP supplement panel visible on side of stick, three callout circles connecting key ingredients to body system icons (gut, muscle, hydration). Washed concrete background. Macro lens.
C3 · Recovery Built In
Most daily drinks add hydration. Ripple builds recovery in.
The category sells salt and sugar in a sachet. Ripple is built different. 13 actives selected for daily intake, recovery-led architecture, doses on the label. Watermelon yuzu and peach mango. For athletes who train more than they don't.
VISUAL BRIEFSide-by-side conceptual: left half shows generic salt + sugar molecule diagram in cool grey; right half shows Ripple stick with red-glow cellular-action diagram radiating outward. Washed concrete. Brick-red bisector line.
C4 · Read the Panel
If you read supplement labels you'll like what's in this one.
13 active ingredients at functional doses, not pixie dust. Sodium 227mg. Glutamine 1.5g. Senactiv 50mg. Citicoline 250mg. Watermelon extract. Yuzu. Seven more on the panel, all named. Daily, $1.86 per serve.
VISUAL BRIEFClose-up macro of the actual supplement-facts panel on the back of a Ripple stick, slightly angled, brick-red Ripple wordmark visible at top. Washed concrete background, soft grain. Looks like a label photograph not a product render.
Per-Brand Detail
Click any brand below for ad-card grid with thumbnails, copy, and metadata. Sorted by long-runner count (validated winners first).
IM8 Health
VIDEO
187d
All-In-One Health Solution 🌟
Meet Mittqueen, a boxing and fitness influencer passionate about empowering others through movement. She trusts IM8 to keep her fueled and ready to conquer every training session. #IM8Health #Wellness
VIDEO
187d
All-In-One Health Solution 🌟
Meet Dr. Jennifer Tsai, an optometrist and wellness influencer who bridges science and lifestyle. She recommends IM8 for its antioxidant-rich formula, which supports both eye health and overall vitali
VIDEO
187d
All-In-One Health Solution 🌟
With IM8 Daily Ultimate Essentials, one scoop replaces 16 daily supplements, giving you all the essential nutrients your body needs for immunity, energy, as well as heart, cognitive, and gut health. E
DCO
DCO
187d
VIDEO
187d
All in One Supplement ✨
Ready for the transformation? After 30 days with IM8 Daily Ultimate Essentials, Edson Brandao’s energy and focus have soared! 🚀 Sharper clarity, sustained energy, and real anti-aging benefits. 💥 #Bioh
VIDEO
187d
All-In-One Health Solution 🌟
Meet Bobby Rich, celebrity trainer and fitness expert. He trusts IM8 to deliver the essential nutrients needed to keep himself and his clients performing at their best. #IM8Health #Wellness #Nutrition
DCO
DCO
186d
VIDEO
186d
Simplify Wellness in 1 Scoop 🌱
@heycosmos keeps her wellness routine simple with IM8 Daily Ultimate Essentials. 🌿 Packed with 90+ ingredients for heart, joint, and overall health, it’s the only supplement she needs. Just mix, sip,
DCO
DCO
186d
VIDEO
186d
I Can Finally Share the IM8 Difference! 💪
Meet Tim Gray, aka Tim Biohacker, Europe’s leading expert in optimizing health and performance. He stands behind IM8 for its clinical trials, third-party testing, and precision dosages. #IM8Health #Nu
DCO
DCO
186d
VIDEO
181d
All-In-One Health Solution 🌟
With IM8 Daily Ultimate Essentials, one scoop replaces 16 daily supplements, giving you all the essential nutrients your body needs for immunity, energy, as well as heart, cognitive, and gut health. E
AG1 / Athletic Greens
DCO
433d
DCO
433d
DCO
420d
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone.
Plus, get a FREE year supply of Vitamin D + 5 FREE Trav
DCO
DCO
349d
One scoop, eight ounces of water, once a day. That’s all it takes to have 75 vitamins, minerals, probiotics, adaptogens, whole food sourced nutrients, and more.
For a limited time only, get a free ye
DCO
349d
I’m all about simplicity which is why I’ve been loving AG1. One daily scoop has 75 vitamins, minerals, probiotics, adaptogens, whole food sourced nutrients, and more. It’s helped to support my gut hea
DCO
349d
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone. Looks like you’re going to need a smaller cabinet.
DCO
337d
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone.
Plus, get a FREE year supply of Vitamin D + 5 FREE Trav
DCO
337d
Meet the daily habit that provides your body with everything it needs, in just one scoop. 75 high-quality ingredients to support your immunity, energy, and gut health. With AG1, you’ll get more of the
DCO
337d
Meet AG1: Comprehensive + convenient daily nutrition with 75 vitamins, minerals, and whole food sourced nutrients—made for just about everyone. Looks like you’re going to need a smaller cabinet.
DCO
337d
Meet the daily habit that provides your body with everything it needs, in just one scoop. 75 high-quality ingredients to support your immunity, energy, and gut health. With AG1, you’ll get more of the
DCO
DCO
337d
The daily habit that provides your body with everything it needs, in just one scoop. Start a new routine that supports your immunity, energy, and gut health—and tastes good, too.
DCO
337d
Meet the daily habit that provides your body with everything it needs, in just one scoop. 75 high-quality ingredients to support your immunity, energy, and gut health. With AG1, you’ll get more of the
Tailwind Nutrition
CAROUSEL
CAROUSEL
340d
🚨 NEW PRODUCT ALERT 🚨 HIGH CARB FUEL JUST ARRIVED 🤩
90 grams of carbs. Purpose-Built For High Intensity Efforts 🚵♂️🏃
Meant to keep you hydrated and fueled throughout your toughest efforts
⚡90G Carb
DCO
DCO
339d
DCO
DCO
339d
DCO
DCO
339d
VIDEO
327d
Tailwind Nutrition Endurance Fuel
🫐🍋🟩NEW Limited Edition Blueberry Lemonade Endurance Fuel!
Tailwind Endurance Fuel delivers clean energy, hydration, and electrolytes - all in one bottle. Perfect for long efforts on the trail, road,
DCO
DCO
307d
DCO
DCO
307d
DCO
DCO
285d
DCO
DCO
285d
Klean Athlete
VIDEO
212d
15% OFF Your First Order! 🥇
Get 15% Off Your First Order! <br /> Focus on your goals and fuel your drive with Klean Athlete 🎯 <br /> Get nutritional supplements that are NSF Certified for Sport®, to help you perform at your peak
IMAGE
IMAGE
187d
15% OFF ANY 4 PRODUCTS🥇
⚡15% OFF EVERYTHING⚡ when you buy ANY 4 products with Klean!<br /> Get this exclusive offer using Code: POWER15✅<br /> No matter your goal, fuel your foundation with Klean Athlete's nutrition sup
DCO
147d
Fuel You Can Trust 🎯
NSF Certified For Sport®, fuel you can trust.
Giving you everything you need to succeed, and nothing you don't.
Sports nutrition backed by science, trusted to power The Pros.
DCO
143d
FUEL FOR IT ⚡
Fuel your next PB with expert-led sports nutrition from Klean Athlete.
Drive your performance with supplements trusted to power The Pros.
IMAGE
IMAGE
97d
10% OFF Your First Order! 🥇
Named Healthline's "Best Vitamin Brand For Athletes 2023"🥇<br /> NSF Certified For Sport®, Backed by science, Fuel you can trust.<br /> Get 10% off your first order today when you sign
VIDEO
44d
15% OFF Your First Order! 🥇
Expert-led sports nutrition, trusted to power The Pros 💪<br /> NSF Certified For Sport®, Backed by science, Fuel you can trust.<br /> Get 15% off your first order today when you sign up.
VIDEO
7d
Nature's gym: where every workout feels like an adventure 🌲🚴♀️<br /> <br /> Check out our range via our link in bio<br /> <br /> #KleanAthlete<br /> <br /> #trainklean #athlete #suppleme
XTEND
DCO
113d
Subscribe & Save 30% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
90d
Subscribe & Save 30% OFF
On a scale of 💪 to 💪💪💪💪💪 how bad are you craving XTEND ORIGINAL right now? 🤤
DCO
78d
Subscribe & Save 30% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
76d
Subscribe & Save 30% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
75d
Subscribe & Save 30% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
64d
Airheads x Xtend BCAA
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
38d
Subscribe & Save 30% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
27d
Subscribe & Save 30% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
DCO
DCO
13d
America's Best Selling BCAA Brand
XTEND makes it easy to get the BCAAs to build muscle, burn fat, & improve performance.
💪 BCAAs are crucial for muscle growth
🔥 help you train longer to reach your goals
💧 stay hydrated to reduce sor
DCO
13d
35% OFF + Free Shipping
Meet 💧Healthy Hydration💧 the only 0 sugar hydration drink that tastes as good as it makes you feel.
DCO
13d
35% OFF + Free Shipping
Meet 💧Healthy Hydration💧 the only 0 sugar hydration drink that tastes as good as it makes you feel.
DCO
13d
Subscribe & Save 35% OFF
On a scale of 🎈 to 🎈🎈🎈🎈🎈 how bad are you craving XTEND ORIGINAL ❌ AIRHEADS right now? 🤤
Bare Performance Nutrition
DCO
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11d
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11d
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11d
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11d
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11d
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11d
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11d
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11d
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11d
DPA
DPA
11d
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11d
Optimum Nutrition
DCO
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90d
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47d
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47d
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44d
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44d
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44d
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44d
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44d
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33d
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33d
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33d
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33d
LMNT
IMAGE
IMAGE
4d
Just 5 steps to holiday-worthy skin? 🥳
Here’s the perfect glow routine to keep up with the celebrations:
1️⃣ Cleanse: Start fresh with a gentle cleanser to remove holiday stress (and makeup!).
2️⃣ Hyd
MULTI_IMAGES
MULTI_IMAGES
4d
As winter approaches, keeping your skin hydrated is key to maintaining a smooth glow ❄️
Cold air can be harsh, stripping the skin of natural moisture, leaving it dry and chapped.
But a few tweaks to
Liquid I.V. (US)
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3d
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3d
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3d
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3d
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3d
VIDEO
3d
Save 25% off + FREE* Gift
Long weekend = more reasons to hydrate. Stock up and get 25% OFF + a FREE* bottle. Code: MEMDAY2026.
DPA
DPA
3d
DPA
DPA
3d
VIDEO
3d
Save 25% off + FREE* Gift
Long weekend = more reasons to hydrate. Stock up and get 25% OFF + a FREE* bottle. Code: MEMDAY2026.
DPA
DPA
3d
DCO
DCO
3d
DPA
DPA
3d
Dr. Hydrate
VIDEO
18d
Hydration matters just as much in the pool as it does out! When you’re swimming, it’s easy to overlook dehydration because the water keeps you cool, which is why staying on top of your fluid intake ma
VIDEO
17d
Yuzu lemon 🍋 @jessefergusson’s @dr.hydrate flavour of choice! No added sugar, artificial flavours or colours, just great hydration packed with vitamins and minerals.
VIDEO
14d
6 weeks out from Hyrox Worlds in Stockholm 🇸🇪 and my Elite 15 Solo race.
Making sure my hydration is on point to get the most out of these final weeks of training, support my recovery and show up on r
VIDEO
14d
Back on it 💧
Fueling recovery, staying hydrated, and keeping the body moving.
Been loving using Dr. Hydrate especially with training and rehab lately. Makes a difference when you’re trying to stay co
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12d
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12d
Dr. Hydrate · Deep-Dive on the Direct AU Competitor
Your call: AG1 isn't the comp, Dr Hydrate is. 50 active ads, 31 products, AU + SG geo, zero validated winners (median ad-life 12 days). Here's the full funnel.
Funnel Architecture (where their ads send traffic)
Cold Meta ad
→
/collections/jars
20 of 50 ads
20 of 50 ads
→
/products/3-jar-bundle
15 of 50 ads
$129 AUD (14% off vs $149.85)
15 of 50 ads
$129 AUD (14% off vs $149.85)
OR
/collections/all
12 of 50 ads
browse catalog
12 of 50 ads
browse catalog
OR
/products/seven-jars-bundle
3 of 50 ads
(now 404, retired)
3 of 50 ads
(now 404, retired)
The pattern: they push to BUNDLES + CATEGORY-BROWSE, almost never to single-product PDPs. Ripple should consider mirroring: a "Recovery 2-Pack" landing path (WMY + Peach Mango together) as the cold-traffic destination, not just the single-jar PDP.
Full Product Catalog · 31 SKUs
🫙 Jars (single flavor) (10)
Dr. Hydrate Yuzu Lemon Sachet Pack
$39.95
Dr. Hydrate Yuzu Lemon Jar
$49.95
Dr. Hydrate Green Apple Jar
$49.95
Dr. Hydrate Raspberry Jar
$49.95
Dr. Hydrate Lychee Lime Jar
$49.95
Dr. Hydrate Mango Passionfruit Jar
$49.95
Dr. Hydrate Strawberry Kiwi Jar
$49.95
Dr. Hydrate Grape Jar
$49.95
Dr. Hydrate Watermelon Jar
$49.95
Dr. Hydrate Pineapple Jar
$49.95
🥤 Sachet packs (single flavor) (10)
Dr. Hydrate Variety Sachet Pack (7 Flavours)
$44.95
Dr. Hydrate Green Apple Sachet Pack
$39.95
Dr. Hydrate Variety Sachet Pack (7 Flavours)
$44.95
Dr. Hydrate Raspberry Sachet Pack
$39.95
Dr. Hydrate Lychee Lime Sachet Pack
$39.95
Dr. Hydrate Pineapple Sachet Pack
$39.95
Dr. Hydrate Watermelon Sachet Pack
$39.95
Dr. Hydrate Mango Passionfruit Sachet Pack
$39.95
Dr. Hydrate Strawberry Kiwi Sachet Pack
$39.95
Dr. Hydrate Grape Sachet Pack
$39.95
📦 Bundles (1)
Three Jar Bundle
$129.00 14% off
🎒 Accessories (7)
Dr. Hydrate Black Sports Water Bottle (800ml)
$18.95
Dr. Hydrate Yuzu Lemon Sports Water Bottle (800ml)
$18.95
Dr. Hydrate Sports Water Bottle (700ml)
$18.95
Dr. Hydrate Swimming Cap
$15.00
Dr Hydrate Black Series Water Bottle 1.15L
$59.95
Dr. Hydrate Cooler Bag
$49.00
Dr Hydrate Black Series Water Bottle
$49.95
👕 Clothing (2)
Dr. Hydrate Puma Unisex Hoodie
$149.00
Dr. Hydrate Cap
$50.00
LP Screenshot · drhydrate.sg (AU site bot-blocked)
drhydrate.sg · Singapore geo expansion. drhydrate.com.au returned bot-challenge (Cloudflare) on our headless capture; the SG site has weaker bot detection. Same brand architecture: hero bundle, flavor jar grid, athlete-led imagery.
5 Stealable Concepts to Test
STEAL 1
Variety / Sample Pack as cold-traffic offer
Dr Hydrate's Variety Sachet Pack (7 flavours) at $44.95 is the low-friction trial product. Effective $6.42/flavor vs $39.95 for a single-flavor pack. Ripple has 2 flavors (WMY + Peach Mango) so the play is a "Try Both" 2-flavor sample pack at $19.95 AUD as the cold-traffic offer. Lower commit, builds toward subscription conversion downstream.
Test format: dedicated PDP at /products/ripple-try-both, separate Meta adset routing here vs the existing offer page
STEAL 2
Bundle as primary funnel destination
15+20+12 = 47 of 50 Dr Hydrate ads route to bundles OR category pages, almost never single-product. Bundle IS the discovery surface AND the conversion point. Ripple equivalent: Recovery 2-Pack Bundle (WMY + PM jars) at $99 AUD with 14% off vs $115.90 individual. Mirror the bundle math (14% discount). Use as the primary destination for ABO_NEW_CUSTOMER adsets.
Test format: new bundle SKU on Shopify, new offer page variant /pages/ripple-bundle, A/B vs current single-jar funnel
STEAL 3
Athlete-paired UGC content as creative engine
Dr Hydrate's recent VIDEO winners pair real named athletes with race contexts: @jessefergusson at Hyrox Worlds Stockholm, @joshhilliam recovery shoot. IG-organic register, hand-held, hashtag-heavy (#drhydrate #hydration #recovery #athlete). Voice is athlete-direct not brand-direct. Ripple has no seeded athletes yet (Sam-side gap). Replicable with a phone-cam Muay Thai gym shoot (Jack's own training context) or by seeding 2-3 AU CrossFit/Hyrox athletes with product + brief.
Test format: 3 athlete-UGC videos shot in 1 session, posted as paid social, A/B against current PSA-video adset
STEAL 4
Geo-expansion playbook (SG as second front)
Dr Hydrate opened drhydrate.sg as second-geo front. 20% of their active ad inventory targets SG. Validates SE Asia as a viable secondary market for the same brand positioning. If Ripple AU lands in months 1-3, SG is the next geo. Their playbook: separate Shopify storefront, same products + same pricing, localized FB Page. Low-friction expansion path.
Park as Q3 2026 move. Note for future when AU economics are validated.
STEAL 5
Accessory line as brand-identity anchor
Dr Hydrate sells Puma collab hoodies ($149), water bottles ($18.95-$59.95), cooler bag ($49), swimming cap ($15). Not because accessories drive revenue, because they signal "this is a brand, not a powder." AOV anchor at $149 hoodie also pulls perceived value up across the line. Ripple equivalent: branded shaker bottle ($24.95) + black-on-brick-red shirt ($45) as low-cost identity surface, listed on PDP as accessories, not advertised directly. Builds wholesale-ability later.
Test format: source 1 shaker bottle SKU + 1 shirt SKU, list on Shopify, no paid push. Measure attach rate over 90 days.
What NOT to Copy from Dr Hydrate
- Their pure-electrolyte positioning · Ripple's recovery wedge (Senactiv, Glutamine, Citicoline) is the differentiator. Dr Hydrate is "great-tasting electrolytes for athletes"; that's a saturated, low-defensibility lane.
- Their constant-rotation creative posture · 50 ads, median 12 days, zero long-runners = they haven't found their winner. Don't mirror the spray-and-test approach; commit harder to fewer concepts.
- Their open sucralose use · Per `feedback_ripple_tam_sucralose_vs_sugar`, Ripple's TAM reads sucralose worse than sugar. Dr Hydrate doesn't worry about this; Ripple has to.
- Their 11-flavor SKU sprawl · 11 jars + 11 sachet packs = 22 flavor SKUs. That's inventory complexity for a small brand. Ripple is right to stay at 2 flavors at launch and let demand prove which to expand.
Pricing Math · Ripple vs Dr Hydrate
| Ripple | Dr Hydrate | Delta | |
|---|---|---|---|
| Per-serve cost | $1.86 AUD | ~$2.85 AUD ($39.95 sachet ÷ 14 serves) | Ripple is 35% cheaper per serve |
| Single jar/pack price | $69.95 / $55.95 | $49.95 jar / $39.95 sachet | Ripple is 30-40% higher upfront |
| Bundle math | not built yet | 3-jar at $129 (14% off vs $149.85) | Ripple needs equivalent |
| Sample/trial entry | not built yet | Variety pack 7 flavours at $44.95 | Ripple needs a 2-flavor sample at sub-$25 |
| Subscription | 30-day Recharge subscription terms locked | presumed Recharge, not verified in catalog data | parity |
Read: Ripple's per-serve economics are stronger but the upfront-price commitment is higher. The Dr Hydrate playbook of "bundle + sample pack" makes their higher per-serve cost easier to swallow because the entry-product is cheaper. Ripple should mirror this entry-price structure.
Value-Math Video · Production Brief
Full brief inlined below. Source file: /home/shared/war-room/smartsups/ripple/value-math-video-brief.md
Ripple · Value-Math Video · Production Brief
Concept: Per-serve education video. "$1.84/day vs $18/day stack."
Type: Single PSA-format video, three cut lengths from one shoot (60s · 30s · 15s).
Slots into: Ripple Meta campaign 120241715796460490 as a new adset, sibling to the existing funny_video and static_comparison.
Source thesis: Locked $69.95 offer + statics-as-test posture means value-education has to live in creative, not on the offer page. Per-serve math is Ripple's strongest weapon ($1.84/serve vs Dr Hydrate $3.57, vs Bare PN Recovery Plus ~$2.50).
Constraints respected: R-01 (canonical NIP), R-02 (zero em-dashes), R-09 (abuse-resistant guarantee), R-10 (zero urgency), feedback_compound_vs_elemental_dose (elemental mineral doses cited), project_smartsups_visual_system_locked_2026_05_20 (brick-red, washed concrete, warm tungsten, grain).
Final Voiceover Script · 60s cut
For one dollar eighty four a day, you get three things most athletes pay separately for.
Recovery. Senactiv twenty five milligrams plus L-Glutamine twelve hundred and magnesium for cellular renewal.
Rehydration. Sodium two twenty six, potassium one thirty six, calcium ninety four. The full electrolyte stack plus prebiotic fibre.
And focus. L-Tyrosine six fifty, L-Theanine one sixty five, B12. Clean energy without the crash.
What used to cost you fifteen to twenty dollars a day in branded supplements, we formulated into one drink. For a tenth of the price.
Ripple. One scoop. Every morning. Sixty day money back, order number required.
Word count: 130 · Read time: 55-60 seconds at conversational pace.
30s cut script
For one dollar eighty four a day. Recovery, rehydration, and focus in one drink. Senactiv plus glutamine for cellular renewal. Full electrolyte stack. L-Tyrosine and theanine for focus without the crash. What used to cost you fifteen to twenty dollars a day in branded supplements, we built into one. Ripple. One scoop. Every morning.
15s cut script
One dollar eighty four a day. Thirteen actives. Recovery, hydration, focus. What used to cost fifteen to twenty dollars a day in supplements, built into one drink. Ripple.
Shot List · 60s cut
| # | Scene | Duration | Camera | Lighting | Props | Visual notes |
|---|---|---|---|---|---|---|
| 1 | Cold open · price tag | 0-3s | Macro, F/2.8, slight push-in | Hard tungsten side, brick-red gel on background | Brick-red label printed "$1.84 / day" hard-cut on washed-concrete surface, single Ripple stick laid diagonally in shallow focus | Title beat. No motion in stick. Tag is the hero. |
| 2 | RECOVERY callout cuts | 3-12s | Macro tabletop, 50mm equivalent, F/4 | Warm tungsten 3200K side-light, soft fill | Senactiv capsule (white) · L-Glutamine scoop (white powder mound) · Magnesium tablet (orange) · BCAA scoop (light blue powder) · Taurine capsule | Three quick macro cuts (1.5s each). White label appears bottom: "RECOVERY · 25mg Senactiv + 1.2g Glutamine + 74mg Magnesium" |
| 3 | REHYDRATION callout cuts | 12-21s | Macro tabletop, top-down | Same tungsten + slight overhead bounce | Sodium salt crystals being poured · single dish of electrolyte salt mix · Inulin fibre powder texture shot | Salt crystals falling in slow-motion (240fps if possible). Label: "REHYDRATION · 226mg Sodium + full electrolyte stack" |
| 4 | FOCUS callout cuts | 21-30s | Macro tabletop, F/4 | Tungsten + cool blue back-light for visual contrast (suggests focus/clarity) | L-Tyrosine crystal · L-Theanine leaf (or tea leaf stand-in) · B12 tablet (small red) | Three macros. Label: "FOCUS · 650mg L-Tyrosine + 165mg L-Theanine + B12" |
| 5 | Receipt math reveal | 30-40s | Static top-down, F/8 | Even soft top-light | White printer-paper receipt OR digital receipt graphic. Branded competitor bottles as props in side of frame (AG1, LMNT, ON Glutamine, Alpha BRAIN, Niagen, magnesium bottle, taurine pack) | Receipt visible row-by-row: AG1 .......... $3.50 then LMNT .......... $1.50 etc, then TOTAL .......... $18.00 in brick-red. Cut to Ripple stick replacing whole receipt. |
| 6 | Athlete morning ritual | 40-50s | Hand-held, 35mm, F/4 | Window-side warm tungsten morning light | Athlete (Jack or model) at washed-concrete kitchen counter. Single glass + Ripple stick. Pour. Brief stir. Drink. | Real, slow, no smile. Hand-held intentional micro-movement. No look-to-camera. |
| 7 | Closing card | 50-60s | Static, F/8 | Tungsten side, brick-red practical accent | Brick-red RIPPLE wordmark on washed-concrete card | Text fades in: "$1.84 a day. One scoop. Every morning. 60 day money back. Order number required." |
Props Sheet · what to source
| Category | Item | Source | Cost (AUD) | Notes |
|---|---|---|---|---|
| Hero product | Ripple stick · Watermelon Yuzu | Sam ships | 0 | Need 2 for safety + spares |
| Hero product | Ripple stick · Peach Mango | Sam ships | 0 | One visible in background of athlete shot |
| Ingredient macros | L-Glutamine powder | Bulk Nutrients / iHerb | $15 | 100g tub |
| Ingredient macros | Magnesium tablet | Chemist Warehouse | $8 | Pack of 60 |
| Ingredient macros | Senactiv capsule | Hard to source standalone · use generic white pharmaceutical capsule as stand-in | $5 | Generic pharma cap, photograph close · audience won't know |
| Ingredient macros | BCAA powder | Bulk Nutrients | $20 | 250g |
| Ingredient macros | Taurine capsule | iHerb | $15 | Generic |
| Ingredient macros | Sodium / electrolyte salt | LMNT sample pack OR sea salt | $20 / $5 | Use LMNT sachet if competitive frame is OK |
| Ingredient macros | Inulin fibre powder | iHerb | $20 | 250g |
| Ingredient macros | L-Tyrosine powder/crystal | iHerb | $25 | Macro shot |
| Ingredient macros | L-Theanine capsule or actual tea leaves | iHerb / tea shop | $15 | Tea leaves work, more visual |
| Ingredient macros | B12 tablet | Chemist Warehouse | $8 | Methylcobalamin |
| Receipt scene · branded competitors | AG1 sample pack | drinkag1.com or via friend's stash | $20-50 | Or use empty AG1 box mockup |
| Receipt scene | LMNT sachet pack | Costco / drinklmnt.com | $30 | Variety pack |
| Receipt scene | ON Glutamine tub | Chemist Warehouse / supplement store | $35 | |
| Receipt scene | Onnit Alpha BRAIN bottle | Onnit.com.au or sub | $40 | Empty box is fine |
| Receipt scene | Niagen / NMN bottle | Pharmacy / online | $30-80 | Or generic "cellular recovery" bottle |
| Receipt | Printer paper for receipt prop | Office supplies | $5 | OR render digitally in After Effects |
| Surface | Washed-concrete board 60x60cm | Existing prop from PDP imagery shoot, or buy from Bunnings | $0-40 | Should be in studio already |
| Glassware | Single clear glass tumbler (350ml) | Kmart / IKEA | $5 | |
| Talent | Athlete (Jack himself or model) | Self / Star Now AU | $0-$300 | Jack at home = $0; pro model = $200-300 for half day |
Props total: $200-500 AUD depending on what's already on hand.
Lighting + Camera Setup
| Element | Spec |
|---|---|
| Key light | Aputure 300D II + softbox, 3200K (tungsten), side-right at 45° |
| Fill | Small Aputure MC or LED panel, 3200K, soft bounce from card |
| Back / accent | Brick-red gel'd practical light or actual brick-red card reflection |
| Camera body | Any mirrorless (Sony A7 series, Lumix S5, Canon R6) |
| Lens (macro shots) | 50mm or 90mm macro at F/2.8-4 |
| Lens (athlete) | 35mm at F/4-5.6, slight hand-held |
| Frame rate | 24fps base, 60-120fps for salt/powder shots for slow-mo |
| Color profile | Log (S-Log3, V-Log, C-Log) for grade flexibility |
Post: Davinci Resolve · brick-red color punch in grade · 35mm film grain overlay (Filmconvert or free grain pack) · 1-2% chromatic aberration · subtle tungsten warmth lift in mid-tones.
VO Recording
| Item | Detail |
|---|---|
| Talent | Jack-as-operator-voice (recommended) OR pro male VO, 28-40, neutral AU/global accent, dry delivery |
| Booth | Closet + duvet acceptable for first cut; pro booth for final |
| Mic | Shure SM7B / Rode NT1 / iPhone with proximity mic in pinch |
| Tone direction | Confident, declarative, NOT salesy. Plain over clever per feedback_plain_over_clever_in_smartsups_copy. Think IM8 founder cadence, not Onnit hype. |
| Pacing | Slow. Each ingredient gets a beat. Don't rush the doses. |
| Music | None or sparse · single sub-bass tone OR ambient drone at -18dB. No drums, no build, no drop. Quiet. |
If using paid VO: Voices.com or Voquent, $150-400 AUD for 60s read with revisions. 24-48hr turnaround.
Production Estimate
DIY path (Jack at home, iPhone + tungsten lamp + Sam's props)
- Shoot: 1 day · 4 hours macro + 1 hour athlete (Jack himself in own kitchen)
- Edit: 8-12 hours in Davinci Resolve (Jack)
- VO: 30 min self-record in closet · 1 hour edit
- Cost: Props $200-300 + music $30 + Resolve free = $230-330 AUD
Mid path (rented studio + DIY edit + pro VO)
- Shoot: 1 day · studio rental $400 + lights $200 + own camera
- Edit: 12-16 hours (Jack)
- VO: Voquent pro AU male $250
- Cost: $1,080-1,250 AUD
Pro path (everything outsourced)
- Shoot: Studio $400 + lights $200 + DP day rate $800 + model $300 = $1,700
- Edit: Outsourced editor $600-1,000
- VO: $300
- Cost: $2,600-3,000 AUD
Recommended: DIY path. Total under $330 AUD. Jack already has the visual system locked, knows how to grade, owns Resolve, has the kitchen as a set. Pro path doesn't earn its cost at this stage of Ripple's spend.
Three-cut deliverable from one shoot
| Cut | Length | Use | Adset placement |
|---|---|---|---|
| Full read | 60s | Cold traffic top-of-funnel · brand-and-value-education | New adset: value_math_60s |
| Tight | 30s | Mid-funnel · retargeting site visitors | Adset: value_math_30s |
| Hook-only | 15s | Reels / TikTok / Stories · pure top-of-funnel attention | Adset: value_math_15s |
All three cut from the same shoot day. Edit once for the 60s, then surgically trim.
Hard checks before activation
- [ ] R-01: every dose cited matches
/home/shared/war-room/smartsups/ripple/source-of-truth.mdActives Panel table (verified at brief-write time, re-verify at final edit) - [ ] R-02: zero em-dashes in any on-screen text (script clean, verified)
- [ ] R-09: guarantee text reads "Sixty day money back. Order number required." NOT "empty the tub, keep what you opened"
- [ ] R-10: no countdown, no scarcity strip, no "this week only"
- [ ] Visual system: brick-red #BF2417, washed concrete, warm tungsten, 35mm grain, chromatic aberration present
- [ ] $1.84 per-serve math verified ($69.95 ÷ 38 serves = $1.84)
- [ ] $18 stack-comparison math footnote-able if Sam wants substantiation: AG1 $3.50 + LMNT $1.50 + ON Glutamine $0.50 + Alpha BRAIN $2.50 + Niagen $2.50 + Magnesium $0.30 + Taurine $1.00 + BCAA $1.50 + B12 $0.10 + Inulin $0.30 + buffer = ~$18
What this video is NOT
- Not a comparison ad (no named competitor on screen. branded bottles in receipt scene are props, not callouts)
- Not a founder-story video (separate concept, future)
- Not a UGC-style video (this is the substantiation slot, polished and clinical-confident)
- Not a hook-only attention reel (this is value-education end-to-end)
- Not a video that replaces the 3 existing PSA videos. it's a fourth, in a new lane
File location
This brief: /home/shared/war-room/smartsups/ripple/value-math-video-brief.md
Source-of-truth: /home/shared/war-room/smartsups/ripple/source-of-truth.md
Existing creative manifest: /home/shared/war-room/smartsups/ripple/meta-campaign-manifest.md