How BUILT Advertises on Meta

# Ad summary The ad features Built protein bars and coloring page, and presents the bars as a snack that tastes like sour candy. It emphasizes the bars' nutritional benefits of 16g protein and 150 calories. # Brand positioning Built is presented as a brand that offers protein bars that taste like sour candy. The brand is positioned as a provider of healthier snack options that don't compromise on taste. The brand aims to occupy a space in the consumer's mind as a provider of both health and enjoyment, promoting the idea that healthy snacks can be indulgent and delicious. The brand aligns with values of convenience, health, and taste satisfaction, aiming to appeal to those seeking guilt-free snacks. The brand's functional positioning revolves around providing a tasty and nutritious snack option. # Product The featured product is Built's Sour Candy protein bars, specifically the "Built Puffs" line. The bars are presented as a snack that tastes like sour candy, with each bar containing 16g of protein and only 150 calories. The products shown in the video have the following flavors: Blue Razz, Sweet Peach, and Green Apple. The bars are designed for individuals seeking a healthier alternative to traditional candy, and a way to increase their protein intake. The ad also implies the bars are convenient and can be enjoyed as a quick snack. The ad aims to make the viewer want to try or buy the product by highlighting its taste, nutritional value, and convenience, making it an appealing choice for those looking to satisfy their sweet cravings without compromising their health goals. # Visual style The ad has a polished commercial aesthetic with quick cuts and static shots. The production quality is high-end, with well-lit scenes and clear visuals. The pacing is consistent, with quick cuts every few seconds. There are no visual motifs used in the ad. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video opens with an array of Built Sour Candy protein bars of different flavors spread around on a wooden surface, along with a coloring book page and white markers. Text overlay highlights that they are a snack break that tastes like sour candy with 16g of protein and 150 calories. - 00:01–00:03 00:01–00:03 The camera focuses in as a set of hands opens a Built bar wrapper to reveal the white protein bar inside. The bar is split in half to reveal the fluffy texture. - 00:03–00:06 00:03–00:06 The camera pans back out to show the background scene, then zooms in to show a hand using a white marker to color in a strawberry illustration on the coloring book page. - 00:06–00:08 00:06–00:08 The hand then holds a Built bar with a bite taken out of it. - 00:08–00:14 00:08–00:14 The camera pans back out to the background scene, then zooms in to show a set of hands splitting a Built bar in half to show the texture.

# Ad summary This ad promotes Built protein bars and Spylt caffeinated chocolate milk. It advertises a free Spylt protein and caffeinated drink with purchase of select Built Puff flavors. # Brand positioning Spylt is presented as a caffeinated, protein-rich chocolate milk drink. The brand seems to be targeting fitness enthusiasts and health-conscious consumers, with its focus on energy and muscle recovery. The product claims to offer both energy and nutritional benefits in a convenient drink format. By focusing on these functional benefits and convenience, Spylt appears to position itself as a performance-enhancing drink. # Product The ad features two products: Spylt caffeinated chocolate milk and Built Puff protein bars. The Spylt product is a chocolate milk drink, promoted for its caffeine and protein content. The ad specifies that it is a "PROTEIN + CAFFEINE DRINK." The Built Puff protein bar is a brownie-flavored protein bar. The overall ad highlights a complementary pairing of the two products, with the Spylt drink positioned as a companion to the Built bar. The ad promotes a "FREE Spylt" when customers purchase select Built Puff flavors, enticing customers to try both products. # Visual style The ad features a visually appealing and mouthwatering aesthetic. It uses product placement, lighting, and high-quality imagery to highlight the features of the items. The background gradients and splashes of chocolate create a visually dynamic composition. The floating elements give the image a sense of energy and motion. # Hooks Headline: FREE Spylt # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a visual of the two products, Spylt caffeinated chocolate milk and Built Puff protein bars, surrounded by brownie pieces and chocolate sauce. The intention is to showcase the products in an appealing context, highlighting their association with a desirable treat experience from the brand's perspective. - The ad then introduces the phrase "SNACK WITH BUILT. CHUG WITH SPYLT." The intention is to create a memorable association between each product and its use case from the brand's perspective. - The ad concludes by announcing a "FREE Spylt" with the purchase of select Built Puff flavors. The intention is to incentivize purchase by adding a promotional offer from the brand's perspective.

# Ad summary An image ad for Spylt caffeinated chocolate milk and Built Puff protein bars. It advertises a free Spylt protein and caffeine drink with the purchase of select Built Puff flavors. # Brand positioning Spylt is presented as an indulgent yet functional brand of caffeinated chocolate milk. Its positioning is that of a protein drink that can be used as a better-for-you treat. The ad focuses on delivering the benefits of a traditional protein drink without sacrificing taste. In the crowded protein market, Spylt is breaking category norms by delivering a familiar, craveable, and nostalgic flavor, with added caffeine for an energy boost. # Product The ad features two products. Spylt caffeinated chocolate milk is packaged in a brown and white aluminum can with a visual of chocolate liquid dripping down the side. Text on the packaging reads, "CAFFEINATED CHOCOLATE MILK 20g PROTEIN." The Built Puff protein bar is packaged in a brown wrapper with the brand name in bold. Text on the packaging reads, "BROWNIE BATTER 170 PLUS 140." The products are presented as a complementary pair and appear to be intended for anyone seeking a convenient, high-protein snack with added caffeine. # Visual style The ad has a clean and modern visual style with a focus on product presentation and promotional messaging. The production quality appears high, with studio-shot visuals and careful attention to detail. The image treatment involves background removal and color grading to create a cohesive and appetizing look. The typography is bold and legible, ensuring scannability in-feed. # Hooks Headline: FREE Spylt # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by showcasing Spylt caffeinated chocolate milk and Built Puff protein bars. The goal is to capture attention with an appealing visual of both products being offered, presented from the brand's perspective. - The ad offers an incentive of a free Spylt drink with purchase of select Built Puff flavors. This is intended to motivate viewers to make a purchase by offering a tangible value and is presented from the brand's perspective. - The ad highlights the functional benefits of both products, reinforcing their value proposition. This is to further incentivize the viewer to try the products, presented from the brand's perspective.

# Ad summary This image ad promotes Built Sour Puff protein bars. It features a whimsical character holding the Blue Razz Blast bar, emphasizing the protein content and low-calorie count. The ad aims to capture attention with its unique visual style and playful theme. # Brand positioning Built is presented as a fun and playful brand that offers a protein snack option with a focus on flavor variety. The brand seems to target consumers who want to indulge without compromising their health goals. The emphasis on 'Sour Puff' suggests a unique taste experience, deviating from typical protein bar flavors and textures. The brand aligns itself with a more lighthearted and enjoyable approach to nutrition, aiming to make healthy snacking more appealing and less restrictive. # Product The advertised product is the Built Sour Puff protein bar in Blue Razz Blast flavor. It is a protein snack containing 16g of protein and 150 calories per bar, with added collagen. The flavor is described as having 'natural flavors.' The packaging is bright yellow with blue accents and features images of blue raspberries. The bar appears to be targeted towards individuals looking for a convenient and tasty way to increase their protein intake while managing their calorie consumption. # Visual style The ad employs a whimsical and eye-catching aesthetic. The production quality appears to be high, with a blend of 3D rendering and photorealistic elements. The visual style is colorful and cartoonish, which contrasts with the typical health food advertising. The ad leverages flat lay techniques and color grading to make the product and character pop. The overall effect is designed to be highly scannable and to capture attention in a social media feed. # Hooks Headline: None used # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad shows an animated, fantastical character, possibly a unicorn, holding and presenting the Built Sour Puff protein bar in Blue Razz Blast flavor, implying that the product is fun and enjoyable. This part of the story is told from the brand's perspective, showcasing the product in an appealing way.

# Ad summary A person opens and eats a Built Sour Puff Blue Razz Blast bar in a brightly colored setting. The text overlay highlights that the bar has 16g of protein, 150 calories, and tastes like blue gummy sharks. # Brand positioning Built aims to provide a healthier alternative to traditional candy and snacks without sacrificing flavor. The brand positions itself as a provider of protein-packed, low-calorie treats that cater to health-conscious consumers who crave sweet flavors. By explicitly calling out candy flavors like "blue gummy sharks," Built appeals to consumers who are seeking a balance between satisfying their cravings and maintaining a healthy lifestyle. The brand uses bright colors and playful language, in line with the tone of the candy category. Built's product lines appear to compete with standard protein bars, cookies, and snacks, offering a sweet indulgent alternative to the flavors and formulations commonly seen within these categories. # Product The advertised product is the Built Sour Puff in the Blue Razz Blast flavor. Each bar contains 16g of protein and 150 calories, with the flavor profile of blue gummy sharks. The product is shaped like a rectangular bar and coated with blue sprinkles, giving it a visually appealing look. This product is targeted towards consumers seeking a sweet treat with added protein and lower calories compared to traditional candy. The sweet and sour flavor profile offers a more exciting taste experience than other protein bars, positioning the product as a guilt-free, flavorful snack option. The on-screen text highlights key features, directly addressing potential purchase barriers by emphasizing the high protein and low-calorie content, making it an attractive choice for health-conscious individuals. # Visual style The ad has a bright, colorful, and playful aesthetic, resembling a candy store environment. The editing style features quick cuts that align with the upbeat music. The production quality appears to be a hybrid of UGC and polished commercial, with a focus on showcasing the product in an appealing manner. The pacing is fast, with multiple cuts within seconds, keeping the viewer engaged. Product actions are timed with the music. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video begins with a close-up of the Built Sour Puff Blue Razz Blast box, highlighting its key features like protein content and flavor. - 00:01–00:02 Next, the box is opened, revealing individually wrapped bars inside. The focus is on the visual appeal of the packaging and the quantity of bars. - 00:02–00:03 An individual bar is unwrapped, showing the product itself. The narrative emphasizes the texture and appearance of the bar. - 00:03–00:05 The bar is then broken in half to showcase the inner texture and consistency. This visual demonstration aims to highlight the product's unique qualities and invite a closer look. - 00:05–00:05 The person puts the bar back into the wrapper and presents it to the camera again.

# Ad summary This ad showcases the Built brand's Sour Puff protein bar in a short 'pack my bag' video. The creator packs the bars into her tote bag along with a number of other accessories. # Brand positioning Built presents itself as a lifestyle brand catering to health-conscious individuals who also enjoy indulging in sweets. The brand's focus is on creating protein-rich versions of popular candy flavors and textures. The brand aligns with an active and on-the-go lifestyle, offering convenient and guilt-free ways to satisfy sweet cravings while meeting nutritional needs. Built targets a younger audience who grew up eating sour candy and wants a healthier alternative that still delivers the same satisfying flavors. The brand occupies a middle ground between traditional protein bars and indulgent candy, offering a solution for those seeking balance and convenience. # Product The featured product is Built's Sour Puff protein bar, described as a high-protein snack with 16g of protein per bar. The protein bar is available in three sour candy-inspired flavors: Blue Razz, Sweet Peach, and Punch. The protein bar is packaged in a bright yellow wrapper, clearly inspired by traditional sour candy packaging. The ads show the product being packed in a tote bag for on-the-go consumption, appealing to consumers who want a protein-packed snack during their active day. # Visual style The ad has a bright, casual aesthetic. The editing is quick, with fast cuts showing the different items being placed into the bag. The production quality has a UGC feel, aligning with the 'pack my bag' trend. The video utilizes bright colors to grab the viewer's attention. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video opens with a close-up shot of three Built Sour Puff protein bars. - 00:01–00:11 The video transitions to a top-down shot of the person's hands placing various items inside of a tote bag, including a book, water bottle, phone, keys, makeup bag, and the featured Sour Puff protein bars.

# Ad summary A close-up video shows a person's hands opening a box of Built Sour Puff Sweet Peach protein bars and opening one of the bars to reveal the product's texture. The text overlay states 16g Protein + 150 Calories, tastes like peach rings. # Brand positioning Built aims to position itself as a provider of protein-rich snacks that don't compromise on taste. The brand aligns with a lifestyle that values health and fitness without sacrificing indulgence. It challenges the perception that healthy snacks must be bland or unsatisfying by creating a product that tastes like a popular candy (peach rings). The brand focuses on functional benefits (protein content and low calories) while also emphasizing the emotional appeal of enjoying a sweet treat. # Product The featured product is Built Sour Puff Sweet Peach protein bars. Each bar contains 16g of protein and 150 calories and is designed to taste like peach rings. The product consists of a white, rectangular protein bar with a slightly textured surface and a coating over a soft, chewy center. It is individually wrapped in a yellow and red wrapper, twelve come in a box, and it is marketed as a protein snack that satisfies sweet cravings while providing nutritional benefits. # Visual style The ad has a bright, playful, and energetic aesthetic with a UGC feel. The editing consists of quick cuts to maintain a fast pace, which is enhanced by a vibrant background and lively music. The visual motifs include close-up shots of the product and a focus on the unboxing experience. The production quality leans towards a polished commercial style, balancing a casual user-generated vibe with professional lighting and framing. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video shows hands opening a yellow box labeled "Built Sour Puff Sweet Peach" and removing a wrapped protein bar. - 00:02–00:05 00:02–00:05 Hands open the wrapper to reveal a white protein bar.

# Ad summary This ad promotes Built's Sour Puff protein bars, highlighting their tangy, fruity flavors and protein content. The ad features bright, playful visuals and a catchy jingle to appeal to consumers looking for a tasty and nutritious snack. # Brand positioning Built aims to occupy the space of a fun, health-conscious brand, offering protein-packed snacks that don't compromise on taste. The brand aligns with a playful and energetic lifestyle, as evidenced by the colorful visuals and upbeat tone of the ad. It pushes against the norm of bland, unappetizing protein bars by focusing on unique, tangy fruit flavors, positioning itself as a desirable and enjoyable option for health-conscious consumers. # Product The featured product is Built's Sour Puff protein bar, a tangy and fruity protein snack. The ad highlights that the bars contain 16g of protein per serving. The product is available in three flavors: Sweet Peach Punch, Blue Razz Blast, and Green Apple Crush. The packaging features vibrant colors and images of the corresponding fruits. The Sour Puffs are presented as a delicious and convenient way to get a protein boost. The ad addresses the purchase barrier of typical protein bars tasting bland or artificial by emphasizing the unique and enjoyable sour fruit flavors. # Visual style The ad features a playful and vibrant visual style. The editing is static and simple, with no quick cuts or transitions. The production quality is high-end, with polished graphics and bright lighting. The ad uses a cartoonish aesthetic with a pastel gradient background to create a fun and inviting feel. The pacing is consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts with an overhead shot of Built Sour Puff protein bars in a swirling white liquid. - 00:02–00:06 The visual then transitions to a colorful, cartoonish background with the Built Sour Puff logo. - 00:06–00:07 The screen displays a green box that says "NEW" next to the Built Sour Puff logo.

# Ad summary This ad showcases the Built Sour Puff protein bar, emphasizing its flavor and protein content. A woman in skydiving gear samples the bar inside an aircraft, comparing its taste to sour peach rings and highlighting its 16g of protein. The ad combines product demo with an active, fun lifestyle, aiming to appeal to health-conscious consumers seeking tasty and convenient protein snacks. # Brand positioning Built presents itself as a fun, health-conscious brand that offers protein-packed snacks that do not compromise on taste. The brand pushes against the norm of bland or unappetizing protein bars, positioning itself as a tasty alternative that tastes like popular candies. The brand aligns with an active lifestyle, suggesting its products are suitable for people on the go. Built appears to be positioned for consumers who want functional benefits (high protein) with emotional satisfaction (enjoyable flavors). # Product The advertised product is the Built Sour Puff protein bar, specifically the sour peach rings flavor. It is a white, rectangular bar with visible ridges and a light coating. The ad highlights that it contains 16g of protein, making it a functional snack. The main selling point is that it "literally tastes like sour peach rings," suggesting it offers a candy-like flavor experience while providing a protein boost. This addresses the purchase barrier of protein bars often tasting bland or artificial, and the product is portrayed as a tasty and convenient source of protein for active individuals. # Visual style The ad has a UGC feel, combining a casual setting with a personal presentation. The editing style includes quick cuts and static shots. The production quality is a hybrid, balancing a professional setting with a spontaneous recording style. The pacing is upbeat and consistent, with cuts timed to the music. The audio-visual sync is evident in the cuts and product actions timed with the music beats and voiceover lines. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up shot of a woman in skydiving gear holding a white candy bar. - 00:00–00:01 The message is to pique the audience's interest with a visual of a different kind of snack. - 00:00–00:01 The perspective is from the brand, introducing the snack. - 00:00–00:01 Tonal cues are absent in this moment. - 00:01–00:03 Following the first beat, the woman takes a bite of the Built Sour Puff protein bar. - 00:01–00:03 The message is that the product is appealing and enjoyable. - 00:01–00:03 The perspective is from a potential customer experiencing the product, highlighting its taste. - 00:01–00:03 The tone is light and playful. - 00:03–00:12 The woman in skydiving gear is dancing with the protein bar in hand and emphasizing that the bar "literally tastes like sour peach rings... and has 16g of protein!" - 00:03–00:12 The message is to combine flavor and health benefits, enticing viewers with a tasty and nutritious option. - 00:03–00:12 The perspective is from an enthusiastic user, sharing her enjoyment and highlighting the product's benefits. - 00:03–00:12 The tone is energetic and positive.

# Ad summary This image ad showcases a Built Sour Puff candy bar with a whimsical, candy-themed landscape in the background to emphasize the product's unique flavor and qualities. # Brand positioning Built positions itself as a fun and innovative snack brand, particularly appealing to those with a sweet tooth but looking for something a little different. The brand appears to value novelty and taste experience, offering an escape into a world of sweet, whimsical indulgence. The brand ignores category norms by creating unique flavor combinations and textures, setting them apart from traditional candy brands. # Product The advertised product is a Built Sour Puff candy bar. It features a white, puffy interior covered in a clear coating with scattered blue dots on the outside. The candy bar is partially unwrapped to reveal its fluffy interior. The candy bar is for anyone who enjoys candy, especially those looking for a unique flavor and texture experience. The ad addresses the desire for both sour and sweet flavors, presenting this candy as a novel option for those seeking to satisfy both cravings in one product. # Visual style The ad has a fantastical, highly-polished, and vibrant visual aesthetic, with a surreal candy landscape reminiscent of a dreamlike world. The color palette is bright and saturated, featuring vivid blues, greens, and oranges that enhance the product's appeal. The composition and lighting create a sense of depth and whimsy, positioning the product as the centerpiece of an imaginative experience. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The image showcases a partly unwrapped Built Sour Puff bar, giving the audience the perspective that they are just about to consume the product. This is intended to highlight the product itself and to draw the viewer in by displaying the textures and appearance of the candy. - In the background, a whimsical landscape made of candy elements is shown. This creates a playful and imaginative atmosphere, associating the candy with a fun, fantasy-like experience. The candy landscape symbolizes the escape from reality that the brand offers through its unique flavor combinations and textures. The viewer is experiencing the landscape from the brand's POV, in the sense that they are presenting a world of possibilities. - Finally, the 'NEW' badge highlights the novelty of the product. This element draws attention to the fact that this is a new offering from the brand, encouraging the viewer to try something new and exciting. The viewer is experiencing the brand's perspective, as they aim to get their attention.

# Ad summary This ad features a compilation of people sitting in a shopping cart while opening and eating Built protein bars. The protein bars are being advertised as a sour candy snack, so the advertisement is trying to make healthy eating more appealing to a wider audience by presenting the bars as a candy alternative. # Brand positioning Built aims to occupy the space in the consumer's mind that healthy snacks can also be delicious and enjoyable, just like candy. It promotes the idea that you don't have to sacrifice taste for health and wellness. Built pushes against the norm that healthy snacks are bland or unsatisfying. The brand positioning is both functional (providing protein) and emotional (satisfying candy cravings). # Product The ad showcases Built's protein bars, specifically targeting those with a preference for sour candy. These protein bars are presented as a healthy alternative to traditional sour candy, offering a protein-packed snack that satisfies sweet and sour cravings simultaneously. The USPs are their high protein content and sour candy flavors, addressing the purchase barrier that healthy snacks can't taste like candy. The ad shows various use occasions, primarily as a convenient on-the-go snack. The bars come in flavors like sour watermelon, sour citrus, and sour blueberry. # Visual style The ad has a casual, UGC-style aesthetic. The editing consists of quick cuts between different scenes of people opening protein bars. The production quality appears low-budget, contributing to the authentic, user-generated feel. The pacing is fast, with multiple cuts per second. The visuals are timed to the music beats. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:09 A person sitting in a shopping cart is holding and opening different flavors of Built protein bars.

# Ad summary A woman is sitting down playing a video game and enjoying a Built bar as a protein snack. # Brand positioning Built promotes itself as a healthier alternative to traditional snacks, particularly for those with active lifestyles or health-conscious consumers. The brand positions itself as a guilt-free indulgence, emphasizing both flavor and nutritional value with a focus on protein content. Their products are designed to satisfy sweet cravings while providing functional benefits, appealing to those who want to enjoy snacks without compromising their dietary goals. The brand sets itself apart by offering unique flavor profiles, as implied by the mention of "sour candy" taste. # Product The product featured is the Built Bar, specifically the Sweet Peach flavor. The ad emphasizes that the product tastes like "sour candy, but with 16g of protein." The bars are individually wrapped, making them easy to take on the go. Also shown are Built Puffs in Blue Raspberry flavor, which come packaged in a box. The Built Bar provides a convenient and tasty source of protein that can satisfy a sweet tooth. The product is a healthy snack option for people who enjoy the taste of sour candy. # Visual style The ad has a casual, UGC feel with a focus on showcasing the product in a relatable, everyday situation. The camera angle is straightforward and there is no special effects used. The lighting is bright. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 A person is seen sitting down playing a video game and enjoying a Built bar as a snack.

# Ad summary This ad showcases reviews from a male and female skydiver. They sample the Built Sour Puff flavors and give a one word review for each flavor they sample. # Brand positioning Built is presented as a health-conscious brand that creates protein-rich alternatives to traditional candy bars. The focus is on delicious, guilt-free indulgence, appealing to consumers who want a tasty snack that also aligns with their fitness goals. The brand seems to carve a niche for itself in the broader market by not compromising taste for health benefits. # Product The product being advertised is Built's Sour Puffs, a protein-packed candy bar. These bars are described and visually presented in multiple flavors, including peach rings, gummy sharks, lime, and orange. Each bar is visibly coated with a sour coating and appears to have a marshmallow-like inner filling. These are designed for consumers looking for a guilt-free candy alternative. # Visual style The ad uses a UGC style, with casual indoor filming in an airplane and skydiving equipment. It relies on natural lighting and is filmed with a handheld camera. The editing uses quick cuts between speakers with product action synced to sound. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 A person, dressed in skydiving gear, holds a Built Sour Puff in front of the camera. - 00:03–00:08 00:03–00:08 The woman states that the peach rings Sour Puff flavor tastes tart. - 00:08–00:10 00:08–00:10 A male, dressed in skydiving gear, states the peach rings flavor tastes peachy. - 00:10–00:16 00:10–00:16 The woman states that the gummy sharks Sour Puff flavor tastes tangy. - 00:16–00:18 00:16–00:18 The male tastes the gummy shark flavor and says yes. - 00:18–00:24 00:18–00:24 The male states that the gummy shark flavor tastes delicious. - 00:24–00:28 00:24–00:28 The woman states that the lime flavor tastes crisp. - 00:28–00:32 00:28–00:32 The male states that the lime flavor tastes exquisite.

# Ad summary This ad uses a UGC product demo format to promote Built protein bars. Two women stand outside and hold up different flavors of the Built protein bars. They open the bars and show off the inside. They emphasize that the bar is a protein snack. # Brand positioning The ad presents Built as a brand offering protein-packed snack bars for health-conscious individuals looking for a tasty and convenient option. The variety of flavors suggests the brand focuses on providing choices to satisfy different preferences, moving away from the bland reputation of typical protein supplements. The brand aims to position itself in the consumer's mind as a fun, accessible, and delicious snack option that aligns with a healthy lifestyle. # Product The ad showcases Built protein bars as a protein-packed snack designed for individuals seeking a healthier alternative to traditional snacks. The bars come in various flavors, including Vanilla, Green Apple, Strawberry, and Cookies and Cream. The protein bars are displayed being opened to show the bar's inner contents to the consumer. The bar is highlighted as a tasty and convenient option, addressing the common purchase barrier of protein snacks not tasting good. The ad focuses on communicating that Built protein bars are worth trying for their flavor variety and nutritional benefits. # Visual style The ad has a UGC feel and uses quick cuts that sync to the beat of the music. The ad is filmed outside in natural lighting. The cuts are timed to the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 Two women stand outside smiling while holding different flavors of Built protein bars. - 00:01–00:14 00:01–00:14 The women continue to display the bars to the camera and open the wrappers to show what the protein bars look like on the inside. The women alternate between displaying and posing for the camera.

# Ad summary This ad showcases Built's Sour Puff protein bar with a green apple flavor. The bar is promoted as a delicious, protein-rich treat that tastes like sour candy, featuring 16g of protein and only 150 calories. # Brand positioning Built positions itself as a health-conscious brand offering protein-rich snacks that don't compromise on taste. The brand aims to occupy the space of 'guilt-free indulgence' by creating products that cater to those who want to enjoy sweet treats while maintaining a healthy lifestyle. The brand aligns itself with values of convenience and satisfaction. It challenges the norm that healthy snacks must be bland or unsatisfying by offering products with candy-like flavors. The brand positioning is both functional (high protein, low calories) and emotional (satisfying cravings). # Product The Built Sour Puff is a protein bar that features a white, textured marshmallow-like interior and a coating with green speckles. The green apple flavor, "Green Apple Crush," is highlighted as tasting like sour candy, offering 16g of protein and 150 calories per bar. The bar is designed to satisfy sweet cravings while providing a substantial protein boost. It addresses the purchase barrier of healthy snacks often being perceived as unappetizing. The ad promotes the bar as a tasty alternative to traditional candy, making it an appealing option for health-conscious individuals. # Visual style The ad has a clean, bright aesthetic with a focus on the product. The editing is simple with static shots and smooth transitions. The production quality appears polished, aiming for a commercial feel that is still accessible and relatable. The pacing is moderate, focusing on clear product visibility. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins by showcasing the Built Sour Puff protein bar and its packaging. - 00:02–00:05 The person pulls a Built Sour Puff bar from its packaging.

# Ad summary A quick video showcasing Built blue razz sour puff protein bars, highlighting the flavor and nutritional benefits. # Brand positioning Built presents itself as a provider of protein-packed snacks designed to satisfy sweet cravings while supporting a healthy lifestyle. The brand carves a niche for itself by offering a balance of taste and nutrition, appealing to health-conscious consumers who don't want to compromise on flavor. The brand positions its products as a tasty alternative to traditional sweets, allowing customers to indulge without guilt. The brand seems to be following the trend of making healthy foods more appealing. The brand aims to make healthy eating fun and convenient. The brand positioning is both functional and emotional. # Product The product featured is the Built blue razz sour puff protein bar. It's described in the ad as having 16g of protein and 150 calories per bar, while tasting like blue gummy sharks. This flavor of the protein bar is made of a marshmallow center with a blue outer layer, designed to replicate the taste of the candy. The ad addresses the purchase barrier of healthy snacks not tasting good by highlighting the bar's flavor. It appears to be a healthier alternative to traditional candy. # Visual style The ad features a bright, colorful, and fun aesthetic. The editing is simple with mostly static shots. The production quality is high, giving off a polished commercial feel. The shots are close-up with minimal movement, keeping the focus on the product. The audio and visuals are synced with the music to create an engaging and upbeat viewing experience. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video begins with the presenter holding a box of Built blue razz sour puff protein bars in a brightly colored room. - 00:01–00:02 The presenter opens the box to reveal the bars inside, which are individually wrapped in yellow packaging. - 00:02–00:05 The presenter opens the packaging and shows the protein bar. The presenter gives a close-up of the protein bar itself, showcasing its texture.

# Ad summary This image ad for Built Sour Puff protein bars features a cartoon marshmallow character with a helmet and goggles riding a skateboard in the sky. The product packaging is at the bottom of the image with the key features highlighted, such as flavor, protein, collagen, and calorie count. # Brand positioning Built is presented as a forward-thinking snack brand focused on providing indulgent, healthy protein options. The brand aligns itself with an active lifestyle and pushes against the notion that healthy snacks can't be delicious or fun. The tone is playful and energetic, using cartoon characters and dynamic imagery to appeal to consumers looking for a tasty and convenient protein boost. The focus is on combining great flavor with beneficial ingredients like protein and collagen. # Product The featured product is the Built Sour Puff protein bar, specifically the Green Apple Crush flavor. It is a protein-packed snack with natural flavors. Each bar contains 16g of protein and collagen, with a total of 150 calories per bar. The product is marketed as a protein snack. The bar's packaging highlights its flavor profile, suggesting a sweet and tangy experience with the benefit of added protein. This ad aims to address the common barrier of healthy snacks being bland or unappealing by emphasizing its flavor and nutritional benefits. # Visual style The ad has a polished, studio-shot appearance with a cartoonish, playful visual motif. The image treatment includes bright, saturated colors and soft lighting to create an inviting and energetic feel. The typography is bold and clean, enhancing scannability. The ad mimics platform-native styles by using bright colors and bold typography, which increases its stop power in-feed. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad features a cartoon marshmallow character wearing a helmet and goggles, riding a skateboard in the sky. This is included to create a sense of fun and adventure, and the audience is experiencing it from the brand's perspective, highlighting the playful nature of the product. - The product packaging is prominently displayed at the bottom, with key features and nutritional information highlighted. This is included to inform the consumer about the product's benefits and flavor, and the audience experiences it from the brand's perspective, emphasizing the features and benefits of the Built protein bar.

# Ad summary The ad features a woman packing her purse with various items, including a Built bar. The text overlay mentions that the Built bar is a Sour Puff edition with 16g of protein. # Brand positioning Built aims to occupy the space of a better-for-you, convenient snack alternative to traditional candy. The brand aligns with values of health and convenience, offering a protein-packed option without sacrificing flavor. The brand pushes against category norms by positioning itself as a guilt-free treat option. The brand positioning is both functional (offering a high protein snack) and emotional (satisfying cravings). # Product The product advertised is the Built Sour Puff protein bar, specifically the Sour Puff edition. The ad mentions that each bar contains 16g of protein. The bar comes in multiple sour candy-inspired flavors, including Blue Razz and Sweet Peach. The ad suggests that the Built bar is a convenient and tasty way to add protein to one's daily routine. The ad overcomes the purchase barrier of protein bars not tasting good by associating it with candy. # Visual style The ad has a UGC feel with a bright and colorful aesthetic. The editing style consists of quick cuts and static shots, with smooth transitions. The production quality gives a hybrid vibe. The pacing is consistent throughout the ad. The cuts are synced to the music beats. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins by showing three different Sour Puff Built bars. - 00:01–00:10 00:01–00:10 The ad cuts to someone packing items inside of a black purse. The items include a laptop, a water bottle, a wallet, a cell phone, a small black box, hair clips, and a Built bar. - 00:10–00:11 00:10–00:11 The ad shows the full purse from a top down angle, with all of the items that were packed inside surrounding the purse.

# Ad summary This ad features a box of Built protein bars, highlighting the flavor, calorie, and protein contents of the bar. The packaging and bar are unboxed and revealed to the viewer in the ad. # Brand positioning Built aims to occupy the space of healthy, delicious, and guilt-free snacking. They position themselves as a tasty treat that doesn't sacrifice nutrition. The brand aligns with a lifestyle that values health and fitness, but also enjoys indulgence. The brand pushes against the norm of protein bars being bland or chalky, emphasizing flavor and enjoyment. Their positioning is both functional (high protein, low calorie) and emotional (satisfying cravings, feeling good about snacking). # Product The product is a Built Sour Puff protein bar. It comes in a box of 12 individually wrapped bars. According to the box, each bar contains 16g of protein and 150 calories. The featured flavor is Sweet Peach Punch which is said to taste like peach rings. The bar itself is white with red speckles. # Visual style The ad's overall aesthetic is bright, colorful, and polished. The editing style is quick cuts, and the production quality is high-end commercial. The pacing is quick, and the cuts and product actions are timed to the music beats. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A box of Built protein bars is held up against a pink wall with red stripes. - 00:01–00:04 00:01–00:04 The box is opened to reveal individually wrapped bars, one of which is unwrapped and displayed to show its contents. This is to reveal the individual packaging and appearance of the bar. - 00:04–00:06 00:04–00:06 The protein bar is held up to the camera. The shot lingers so the viewer can see the texture and appearance.

# Ad summary This ad promotes Built Sour Puffs Tropical Mango Burst protein bars by likening their flavor to popular sour mango gummies but with a fluffier texture. # Brand positioning Built presents itself as a provider of protein-packed snacks that don't compromise on taste. The brand emphasizes flavor parity with well-known treats while delivering nutritional benefits. Built aims to occupy a space in the consumer's mind as the go-to option for those seeking a guilt-free indulgence that supports an active lifestyle. It aligns with a fun and energetic lifestyle, offering a unique spin on traditional protein bars by pushing against the category norm of bland flavors and textures. The brand positioning is both functional, emphasizing the protein content, and emotional, tapping into consumers' love for familiar sour candy flavors. # Product The product being advertised is Built Sour Puffs Tropical Mango Burst protein bar, a protein bar that aims to deliver a familiar mango flavor of sour mango gummies but with a fluffier texture. Each bar is individually wrapped in a yellow foil wrapper, with the product name clearly displayed. The protein bar itself features a light coating speckled with orange and white dots, giving it a visually appealing texture, that resembles the fluffy interior. The ad highlights its unique selling proposition (USP): a protein-packed snack that mimics the taste of popular candy. This is a limited drop item, adding to the appeal of the product. # Visual style The ad features a vibrant and playful aesthetic, utilizing bright yellow and orange tones. The production quality appears to be highly polished, with studio-shot product photography. There are flat lay of product and food chunks. The overall visual presentation is designed to be eye-catching and appealing, likely to grab attention in a social media feed. # Hooks Headline: TROPICAL MANGO BURST # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by introducing the new Built Sour Puffs Tropical Mango Burst protein bar, immediately drawing attention with its vibrant packaging. This aims to capture the viewer's attention and establish the product within the context of the Built brand, from the brand's POV. - The ad then compares the bar to a familiar treat – sour mango gummies – positioning the product as a healthier alternative without sacrificing flavor. This comparison is intended to intrigue the audience by suggesting a tasty snack option that aligns with their dietary goals, from the brand's POV. - The ad concludes by highlighting the unique fluffier texture of the protein bar, reinforcing its appeal and differentiating it from traditional protein bars, from the brand's POV.