The immune multi you keep on the shelf.
root° is a concept brand Salted made to show the whole process. We read the reviews of the biggest green powder brand, found the people worth talking to, and turned what they said into six ad concepts and finished AI creative.
Win people away from green powders with an immune specific daily multi. Those powders promise everything at once. root° does one job, supporting immune health, in a smoked olive glass jar that looks good on a shelf. We delivered review research and customer types, six concepts across two directions, static ads in 4:5 and 9:16, an animated still and a creator UGC video for Reels and Stories, and a brief for a short film.
We pulled 508 reviews of the category leader and read 283 of them line by line. People buy it for energy and keep it as a ritual. Fewer colds is a smaller theme nobody owns yet, and price is what they complain about most.
“I was always the one in the house getting hit hardest by every bug going around”Pain · category review
“Sometimes, the best habits are the ones you can stick to.”Desire · category review
“I consider cancelling my subscription almost every month because of the £79 price tag… However, I stay because it works.”Objection · category review
These are public reviews of a competitor, shown as research. They are not root° customers, and no review, rating or count appears in any ad.
Two ways in. One speaks to the pain of catching everything going around. The other speaks to the wish for a health habit that finally sticks. Both point at five customer types we found in the reviews.
- CT1Busy professional and frequent travellerThe core buyer. Long weeks, planes, offices, no time to be ill.
- CT2Frontline workerTeachers and hospital staff around every bug, every week.
- CT3Household keeperThe parent who keeps everyone well and catches it last.
- CT4Label readerTired of a counter full of pills. Wants to know what is in the jar.
- CT5Design conscious habit keeperKeeps what looks good on the shelf. Our hypothesis, not from reviews
- R-01Your green powder vs. root°Label readerUs vs them static
- R-0228 kids. One classroom. First week back.Frontline workerCreator UGC, 18s
- R-03Packed: passport, charger, the habit that keeps me going.Busy travellerPacking flatlay static
- R-04The immune multi you don’t have to hide in a cupboard.Habit keeperShelfie static
- R-05Vitamin C + D3 + zinc + probiotics + adaptogens. One jar.Label readerAnimated still, 11s
- R-06Always the one who catches it last and keeps it longest?Household keeperRitual film, 17s
Every concept is made for every placement: a 4:5 for the feed and a 9:16 for Stories and Reels. Each shot starts from the real jar and label, so the product stays exact from ad to ad.
- 01R-01 against R-05. Two ways to say the same thing to label readers.
- 02R-02 for cold traffic. A voice from a classroom should stop people who have never heard of root°.
- 03Headline swaps on R-04, to find the words the habit keeper answers to.
Taste on every frame, with AI doing the heavy lifting. GPT Image 2.5 made the statics from the real packshot, Seedance 2.5 shot the creator video in one take, and Hyperframes renders the animated still from code.
Read the reviews, count the themes, keep the five customer types worth talking to.
Two runs, pain and desire, built into six concepts with a hook, a person and a format.
Image to image from the real jar, so the label stays exact.
Pick, crop and retype by hand, check every claim, cut for feed and story.
Sources: CRN Consumer Survey 2024 by Ipsos, US adults. Ingredient Communications survey by SurveyGoo, Dec 2021, 1,063 US and UK adults.
60 capsules
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