TRIP Smashing Glass ASMR Hook
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Project Summary
The Brief
Hey Alice 👋
We love your content and we wanted to see if you could tap into some of the trending ASMR for us to produce a great hook that really stops people in their tracks. We want to mimic one of Suri's most successful ads (linked below) that starts with someone smashing an old toothbrush. We think for TRIP this would look like someone smashing an alcohol bottle (maybe a bottle of wine or some beer bottles) - I've included some inspo below too. We still want it to have all the normal benefits coming after the bottle smash, but we're hoping the bottle smash will really get users watching. It will probably be a very short clip at the beginning of the ad, so not a huge part.
https://www.facebook.com/ads/library/?id=707075828257918
As usual, we'd love the video to be around 20 seconds, with a strong thumb stopping hook, a good description, and a compelling CTA at the end. The big caveat is that we can't mention CBD or THC on Meta ads, so we have to talk around the fact that it's a CBD drink, calling it TRIP drinks instead. Note that when showing close ups of the can, keep a finger over the CBD part of the description.
The video should feel aspirational, like the TRIP brand. We like backgrounds and sets to be aesthetically pleasing.
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These are the drinks we want to showcase: https://drink-trip.com/products/mixed-pack
We'd love you to showcase the collection of flavours so that customers can see the variety and different colours in the shots. There's no need to call out all the flavours individually, it's more of a visual aid.
Please note that new customers get 20% off so good to include this in a call to action.
Messaging Hook: 'Fed up of being hungover and unproductive at the weekend?'
Visual hook: Clip of alcohol bottle/bottles smashing to the floor, cutting to creator looking very hungover with smudged makeup etc.
Messaging Explainer: Hitting my 30s, I simply can’t get away with drinking multiple nights in a week, so I decided to look for a sophisticated alcohol alternative that tastes great while helping me unwind, and that’s when I found TRIP.
Visual explainer: social scene of drinking and then the pain the next day (stuck in bed/unproductive/taking paracetamol etc.)
Messaging Benefits: TRIP is full of natural botanicals and adaptogens that make me feel relaxed, without drinking a drop of alcohol and no hangover the next day – it’s magical.
Visual benefits: Visual of TRIP with friends or of an evening in inspirational setting (where possible)
CTA Messaging: If you’re looking to cut down your alcohol and feel better in yourself, you have to try TRIP. Click the link now to get 20% off for new customers.
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without! (SafeZone Tool)
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use back camera and edit via CapCut or similar.
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Heya, we're TRIP - created to share calm in the everyday chaos.
TRIP is Europe's leading CBD brand. We craft next-generation wellness products to power your lifestyle and care for your mental health. Our CBD drinks and oils are functional products that deliver calm & look, taste and feel exceptional, having won multiple Great Taste and Product of the Year awards.
We’re building a community to help people find their calm, harnessing the power of plants – happy days.
We're big fans of Glossier, Refy, Suri, AG1, Free Soul, and Wild Nutrition.
HUMAN AND RELATABLE
We use words that are understandable and relatable, not heavily scientific or confusing. ‘Nature’s botanicals for your body’ ‘Lightly sparkling’
POSITIVE AND UPLIFTING
We stay gently upbeat and create a sense of optimism for our community. We end sentences with positive sentiments. ‘It’s gluten-free, palm-oil free, vegan and made in the UK - Happy Days’
CASUAL AND CALMING
Our voice is rooted in helping people find calm. ‘Stress-free sipping’ ‘Go with the slow’ ‘Be kind to your mind - cheers to the weekend’ ‘Canned calm’
We balance informality and integrity to create a sense of trust and care in our community. We avoid slang but love emojis. The ones we use most frequently are and sometimes
We're big fans of Glossier, Refy, Suri, AG1, Free Soul, and Wild Nutrition.
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