How Reframe Advertises on Meta

# Ad summary This ad shows a screenshot of an iPhone call display portraying a text-based testimonial about the Reframe app. The testimonial details how the app helped the user's relationship by providing tools to help her husband cut back on drinking after a 30-day free trial. # Brand positioning Reframe is presented as an app-based solution for individuals struggling with alcohol consumption. The brand is positioned to provide accessible tools, rather than lectures or guilt, making it seem like a supportive and understanding resource. The brand appeals to individuals who want to address their drinking habits in a practical, non-judgmental way. Reframe stands out by offering tools to cut back on drinking without the common negative associations or shame often linked to discussions about alcohol consumption. # Product Reframe is an app designed to help individuals manage and reduce their alcohol consumption. The app offers a 2-minute quiz to help users understand their drinking habits and provides personalized tools to help them cut back, without lectures or guilt. The ad implies the app offers a 30-day free trial, during which the user can experience improvements in their personal life and relationships. The app is a convenient and non-judgemental resource that is designed to promote improved relationships through providing the tools to effectively manage drinking habits. # Visual style The ad adopts a platform-native aesthetic, resembling an iPhone screenshot to mimic an authentic user experience. The image is clean and text-focused, with minimal visual noise to improve scannability. The use of a simple interface, combined with the personal tone of the message, is designed to increase engagement and believability in a social feed. # Hooks Headline: Drinking reality check # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a screenshot of an iPhone call screen labeled "Hubby ❤️," immediately framing the story from a personal, intimate point of view. This helps set the stage for a relatable testimonial about relationship struggles linked to alcohol consumption and encourages the viewer to pay closer attention. - The testimonial shares how Jack's emotional drinking negatively impacted his relationship, setting up a relatable problem that many viewers might identify with. This personal perspective is designed to create empathy and establish a clear need for a solution. - The narrative shifts to introduce Reframe as the solution that provided practical tools without judgment, signaling a turning point where the product effectively addressed the problem. The testimonial details the app's features, such as the 2-minute quiz, reinforcing the product's value and ease of use. - The testimonial highlights the positive outcome of using Reframe, emphasizing how the app helped restore normalcy to the user's relationship after a 30-day free trial. By sharing this success, the user encourages others to try Reframe, reinforced by the final invitation to "share this 2 minute quiz with you."

# Ad summary This ad promotes the Reframe app using a list of the topics they cover in their self-help plan to drink less. # Brand positioning Reframe is presented as a self-help tool designed to help individuals reduce their alcohol consumption and rewrite their evenings without alcohol. The brand aims to occupy a space in the consumer's mind as a supportive and experimental method for changing one's relationship with alcohol, focusing on calmer evenings, clearer mornings, and a more fulfilling life. The brand promotes values of self-improvement and mindful living by providing a structured approach to breaking free from dependence on alcohol. Reframe carves its own path by offering a structured, science-based approach and does not rely on scare tactics or promote total abstinence. Positioning is functional, highlighting the practical steps and educational content offered by the program. # Product The ad features a glimpse into the Reframe app's self-help plan, which is designed to help users drink less alcohol. The plan consists of a 44-day journey, with each day focusing on a specific topic or activity aimed at understanding and changing one's relationship with alcohol. Each day's topic provides education and support. The Reframe app aims to overcome purchase barriers by addressing concerns and offering a structured approach, all while delivering on its promise of helping individuals drink less. # Visual style The ad has a clean, informative visual style. The use of grid backgrounds makes the ad look digitally designed. The minimal color palette, combined with the natural imagery of the trees, adds a touch of warmth and naturalism to the otherwise clinical presentation. The typography is clean and legible, with a clear hierarchy that prioritizes the headline and key messages. # Hooks Headline: REWRITE YOUR EVENINGS WITHOUT ALCOHOL # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Get a self-help plan and drink less today with # Point of view - [object Object] # Storyline - The ad starts with a bold statement: "REWRITE YOUR EVENINGS WITHOUT ALCOHOL" This is intended to grab the viewer's attention and set the tone for the message, that viewers can change their evenings without drinking. This is communicated from the brand's perspective. - The ad features a testimonial, "I started Reframe as a small experiment. Now, evenings feel calmer, mornings clearer, and life more my own." From the customer's POV, the ad shows how the Reframe program has positively impacted someone's life. - The main part of the ad lists 44 topics covered in the Reframe plan, each framed as a 'day' with a corresponding title and brief description. Presented from the brand's perspective, it demonstrates the breadth of content and structured approach of the Reframe app. - The ad finishes with a call to action to "Get a self-help plan and drink less today with Reframe." From the brand's perspective, it encourages viewers to take the next step and explore the app.

# Ad summary This ad presents Reframe as a solution for people who want to change their drinking habits. It challenges the perception that weight issues are the problem, suggesting instead that alcohol consumption may be the root cause. The ad uses a warm color palette and food imagery to create an inviting atmosphere, while the straightforward messaging is designed to be easily scannable. # Brand positioning Reframe is presented as a supportive tool for individuals looking to modify their relationship with alcohol. The brand positions itself as an understanding alternative to traditional weight loss solutions, targeting those who suspect their alcohol consumption is affecting their health and well-being. Reframe empathizes with individuals who are health-conscious but struggle with nighttime drinking habits. Instead of focusing on generic weight loss solutions, Reframe offers a targeted approach to address the underlying cause, promoting a lifestyle change that leads to improved health and body transformation. The brand offers a habit-changing solution. # Product Reframe offers a method to change one's drinking habits. The product is presented as a solution for individuals who are health-conscious and do everything right but struggle with alcohol consumption, especially at night. The ad addresses the purchase barrier by highlighting how alcohol consumption can feel harmless but can negatively impact the body, slow fat burn, and hinder recovery. It is for those who feel stuck in their current state and want to make a change. Reframe is not explicitly defined, but it is implied to be a program or method that helps users change their habits and transform their bodies. The ad aims to make the viewer believe that using Reframe will lead to positive changes in their body and overall well-being. # Visual style The ad uses a bright and cheerful aesthetic with a flatlay of fresh fruits as a backdrop, suggesting health and natural living. The central text block has a vintage frame which contrasts against the modern flatlay. This contrast enhances scannability in-feed. The warm color palette and detailed food imagery create an inviting atmosphere. The overall style is visually appealing and optimized for quick consumption. # Hooks Headline: YOU DON'T HAVE A WEIGHT PROBLEM. YOU HAVE AN ALCOHOL ROUTINE. # Benefits - [object Object] # Features - [object Object] # Call to action TAKE A TEST # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - The ad starts by challenging the viewer's perception of their problem, stating, “YOU DON'T HAVE A WEIGHT PROBLEM. YOU HAVE AN ALCOHOL ROUTINE.” This is designed to grab attention and reframe the issue from the customer's perspective, immediately positioning Reframe as a unique solution. The message intends to make the viewer question their existing beliefs about their body and weight challenges. - The ad then presents the target audience as people “WHO DO EVERYTHING RIGHT – EXCEPT WHAT HAPPENS AT NIGHT.” This statement, told from the brand's perspective, aims to resonate with health-conscious individuals who suspect their nighttime drinking habits are undermining their efforts. This helps the viewer identify with the audience the product is trying to reach. - The ad explains the impact of alcohol consumption by stating, “It feels harmless. But your body pays for it. Fat burn slows. Recovery stops. So you stay the same.” From the brand's perspective, this clarifies the negative consequences of alcohol, creating a sense of urgency and the need for a solution. - The ad introduces the product by explaining, “Reframe helps you change the habit – your body starts to change.” From the brand's perspective, this highlights the benefits of using Reframe, promising a positive transformation and addressing the viewer's desire for a solution. - Finally, the ad prompts the viewer to take action with “TAKE A TEST”. From the brand's perspective, this CTA encourages engagement and guides the viewer towards the next step in the customer journey.

# Ad summary This ad promotes a program called Reframe that is for people who drink alcohol almost everyday and want to cut back, not quit. It claims to help break the pattern so drinking less feels natural, and that the program only requires 15 minutes daily with no pressure or extremes. # Brand positioning The Reframe program is presented as a supportive and non-judgmental solution for individuals looking to reduce their alcohol consumption without completely quitting. It positions itself as a method to break patterns and make drinking less feel natural, emphasizing ease and flexibility by requiring only 15 minutes daily. The brand seems to be targeting people who are not interested in extreme measures or high-pressure environments, offering a balanced approach to changing drinking habits. This positions Reframe as a convenient, accessible, and gentle method for those seeking moderation rather than abstinence, differentiating it from more rigid or intensive programs. # Product Reframe is a program designed to help people who drink alcohol almost every day cut back on their consumption without quitting. The program focuses on breaking patterns to make drinking less feel natural. It requires just 15 minutes daily and operates under the principles of no pressure and no extremes. The program aims to provide a balanced approach to changing drinking habits, making it convenient and accessible for those seeking moderation. It is designed for individuals not interested in extreme measures or high-pressure environments. # Visual style The ad employs a clean, informational aesthetic. The visuals focus on natural scenery, while the text overlays are simple and direct. The editing consists of static shots with text appearing and disappearing without transitions. The overall production quality is polished but not overly stylized, giving it a straightforward feel. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:12 The ad opens with a scenic aerial view of a coastline as text overlays introduce Reframe's core audience and value proposition.

# Ad summary This ad promotes the Reframe app, an alcohol reduction app. The ad features a person drawing on a whiteboard, listing benefits of quitting alcohol for 21 days and other statistics about the app. # Brand positioning Reframe is presented as the number one alcohol reduction app. The brand positions itself as a helpful tool for those looking to reduce or quit drinking alcohol. The ad uses positive messaging around the benefits of sobriety, aligning the brand with values of health, wellness, and self-improvement. It also uses data points (91% of users hit their sobriety goals in just 3 months and over 30k 5-star reviews) to communicate credibility and social proof. # Product Reframe is an alcohol reduction app designed to help users achieve their sobriety goals. It's positioned as the #1 alcohol reduction app, with 91% of users hitting their sobriety goals in just 3 months. The app is presented as a tool that can improve health and wellness, help users get better sleep, and save money. It offers a personalized experience, asking users about their typical week and drinking habits. The ad addresses potential purchase barriers by highlighting that the app can be downloaded for free and by inviting users to take a 5-minute quiz to get started. # Visual style The ad has a simple, lo-fi aesthetic with a whiteboard presentation style. The editing is minimal with static shots and direct cuts, creating a casual and informative feel. The pacing is moderate, with text and visuals changing every few seconds to keep viewers engaged. The whiteboard presentation gives a DIY feel, while the app demonstration provides a glimpse of the product's functionality. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Download for FREE. Take the 5-min Quiz. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The ad starts with a hand writing the question, “If you quit alcohol for 21 DAYS, here’s what would happen.” This is designed to immediately capture attention by posing a question that resonates with people who may be considering reducing their alcohol consumption. - 00:04–00:10 00:04–00:10 The ad continues with the writer listing positive effects of quitting alcohol after 72 hours like, “Energy increases.” This provides concrete, time-based benefits that make the idea of quitting more appealing. - 00:10–00:14 00:10–00:14 The ad states the benefit, “After 10 DAYS Clothes fit looser.” and includes a graph indicating a downward trend showing weight loss. - 00:14–00:20 00:14–00:20 The ad states benefits after 14 days such as, “Less anxiety, better sleep,” accompanied by a drawn heart. This highlights the emotional and physical health improvements associated with quitting alcohol. - 00:20–00:25 00:20–00:25 The ad states the benefit after 21 days is that, “Skin looks younger,” accompanied with drawings of sad to happy faces. This underscores the rejuvenating effects of quitting alcohol, appealing to those concerned about aging or appearance. - 00:26–00:33 00:26–00:33 The ad introduces the app, “Reframe is the #1 alcohol reduction app,” followed by a drawing of a glass of wine filled with red liquid. This introduces the product directly, framing it as the top solution for alcohol reduction. - 00:34–00:38 00:34–00:38 The ad highlights user statistics, “91% of users hit their sobriety goals in just 3 months.” This reinforces the app's effectiveness, building confidence in its ability to deliver results. - 00:38–00:40 00:38–00:40 The ad states, “Over 30k 5-Star reviews.” This builds trust and credibility by showcasing the app's positive reception and high ratings. - 00:41–00:46 00:41–00:46 The ad states, “Download for FREE. Take the 5-min Quiz.” This provides clear CTAs. - 00:47–00:56 00:47–00:56 The ad transitions to the app with the statement, “Start your FREE trial today!” This visually demonstrates the app interface and encourages immediate action with a free trial offer.

# Ad summary This ad promotes a personalized app designed to help people reduce or eliminate their alcohol consumption. The ad begins by highlighting the negative effects of daily drinking. It then highlights the benefits one may receive if they eliminate alcohol, highlighting the app's 91% success rate and ending with a call to action to download the app and take a five minute quiz. # Brand positioning This ad positions its featured app as a supportive and effective tool for individuals aiming to reduce or eliminate alcohol consumption. The brand addresses concerns related to the negative impacts of daily drinking, such as bloating, poor memory, brain fog, anxiety, and increased cancer risk, while emphasizing its accessibility and personalization. By showcasing a high success rate of 91% in achieving sobriety goals, the app aims to instill confidence in users seeking to improve their health and well-being. The brand's tone is supportive and empathetic, promoting a sense of empowerment and control over one's drinking habits. # Product The featured product is a personalized app designed to help people reduce or eliminate their alcohol consumption. This app offers a personalized approach to achieving sobriety goals, with a 91% success rate. The ad does not mention any specific features of the app, but encourages users to download the app and take a 5-minute quiz, especially if they are worried about their drinking habits. The ad highlights potential benefits of using the app, including better digestion, memory, less stress, better health, and even weight loss. By addressing the challenges of quitting alcohol and offering a user-friendly tool, the app positions itself as a valuable resource for those seeking to improve their health and well-being. # Visual style The ad has a UGC feel and uses quick cuts with text overlays to highlight the main points. The production quality is a mix of casual and polished. The editing pace is quick, with about 4 cuts per minute, keeping the viewer engaged. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download the app and take the 5-minute quiz # Point of view - [object Object] # Storyline - 00:00–00:08 00:00–00:08 The ad begins with a woman lying on a couch, drinking wine. Text overlays describe the negative effects of daily drinking, such as bloating, poor memory, brain fog, anxiety, higher risk of cancer, and the inability to quit alone. This moment is meant to resonate with people who are dealing with these struggles and build a connection with them. The perspective is from a user’s point of view. - 00:08–00:12 00:08–00:12 A woman walks outside on a sunny day, with red rock mountains in the background. Text overlay promotes the app's 91% success rate in reaching sobriety goals, implying that the app is a reliable solution for quitting alcohol. This moment aims to give the viewer hope and encourage them to consider the app as a viable option. The perspective is from a user’s point of view. - 00:12–00:19 00:12–00:19 A woman walks down a sidewalk, surrounded by plants and apartment buildings on a sunny day. Text overlays appear, describing the benefits of quitting drinking, such as better digestion, better memory, less stress, better health, and weight loss. This is meant to further incentivize the viewer to consider quitting drinking with the help of the app. The perspective is from a user’s point of view. - 00:19–00:24 00:19–00:24 A woman lies on an outdoor sofa on a sunny day. The ad concludes by telling viewers to download the app and take a 5-minute quiz if they're worried about their drinking habits, encouraging the viewer to take action and explore the app. The perspective is from a user’s point of view.

# Ad summary This ad uses a beach scene backdrop with a large text overlay to describe a personal story that led to using Reframe, an app designed to help reduce alcohol consumption. The ad uses a personal narrative as the core of its message, emphasizing the potential health consequences of alcohol and positioning Reframe as a supportive solution. # Brand positioning Reframe positions itself as a modern, neuroscience-backed solution to reducing alcohol consumption without shame or detox. The brand aligns with values of self-improvement, health, and empowerment. It aims to occupy a space in the consumer's mind as a supportive and effective tool for changing habits, differentiating itself by promoting a shame-free approach and focusing on long-term brain health rather than short-term fixes. The brand pushes against norms that shame or stigmatize those who struggle with alcohol, offering a positive and science-based alternative. # Product Reframe is presented as an alcohol reduction app that uses neuroscience to dismantle cravings without shame or detox. It's positioned as the #1 alcohol reduction app, with 91% of users reaching their sobriety goals within 3 months. The ad highlights its approach as a "brain-hack" that helps break the mental loop associated with alcohol cravings. The app is designed for individuals who want to build a new, healthier habit around alcohol consumption. The ad addresses potential purchase barriers by noting that Reframe is free, and only 30 days is needed to build a new habit. The app is presented as an easy and accessible tool to overcome negative health consequences like premature aging, facial redness, and weight gain. # Visual style The ad has a clean and simple visual style. The background is a blurred, naturalistic beach scene, creating a calming and somewhat generic backdrop. The solid block of text overlay dominates the frame, creating a static, information-heavy visual. Editing is minimal; the shot remains constant throughout the ad. Production quality is basic. The static shot with a large block of text resembles a quick, informative social media post. The cut-per-minute count is low since there are no transitions, giving it a steady, unhurried pace. The visuals are not timed to any specific musical cues; they primarily serve to set a backdrop for the information being conveyed. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Download Reframe. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a blue rectangle filled with white text against a blurred beach background. - 00:01–00:07 The text shares a personal narrative about quitting alcohol after reading about the severe health consequences of long-term drinking, such as a shrunken brain and a liver like "volcanic rock," leading to a 25-year reduction in life expectancy. - 00:07–00:12 The narrative continues, explaining that the author realized every drink was costing them in terms of memory, work performance, and looks (premature aging, facial redness, and weight gain). The perspective is first-person, shared through written text, conveying a sense of personal experience and motivation. - 00:12–00:18 The narrative reveals the solution: Reframe, an alcohol reduction app using neuroscience to dismantle cravings without shame or detox. The text shares that 91% of users reach their sobriety goals within 3 months, positioning the app as effective and user-friendly. This marks a shift from problem identification to solution presentation. - 00:18–00:19 The ad concludes with a direct call to action, urging viewers to download Reframe. It highlights that it's free and only 30 days are needed to build a new habit. The perspective remains the same, sharing the testimonial in an informational tone to motivate the audience to take action.

# Ad summary This ad presents a text-based testimonial about how the Reframe app helped the poster reduce their daily alcohol consumption. The ad speaks to the challenges and normalcy of daily drinking and highlights the incremental benefits of using the Reframe app over a 30-day period, ending with a call to action for a free trial. # Brand positioning Reframe is positioned as a supportive app that helps individuals reduce their daily alcohol consumption without feeling forced or restricted. The brand acknowledges the tricky nature of daily drinking, where it can feel normal and not like a problem, especially when one is still functioning in their daily life. Reframe aims to offer a clear perspective and an easy approach to making changes, distinguishing itself by not forcing anything but instead making the process feel less difficult. The brand message aims to align with a lifestyle of moderation and increased well-being, contrasting with the perception that quitting alcohol needs to be an all-or-nothing approach. # Product Reframe is presented as an app designed to help individuals reduce their daily alcohol consumption. It works by providing a new perspective on one's drinking habits, achieved through features like a quiz that shows how predictable one's drinking is. The app facilitates incremental progress, such as starting to skip days after a week. It is implied that Reframe offers tools and insights that make it easier to change habits. The ad emphasizes that Reframe doesn't force anything, instead making the process feel 'less' easy. The primary selling point is its gentle and supportive approach to reducing alcohol consumption, which may appeal to those who have found other methods too restrictive or difficult. # Visual style The ad uses a static, text-based format reminiscent of a written testimonial or personal note. The production quality is minimal, relying on a blurred stock photo background and plain text overlays. The visual style is clean and simple, with a focus on readability and direct messaging. The pacing is slow, as the ad relies on the viewer taking the time to read the text. The simple and direct format may be intended to come across as authentic. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Start your 30-day free trial today # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens by posing a hypothetical scenario to the viewer, suggesting that if they drink alcohol every day, they might feel uncomfortable about it. - 00:01–00:04 It is stated that drinking daily may not feel like a problem because one can still function normally in work and life, suggesting that denial is common and there is a tricky element to the idea. - 00:04–00:05 The ad suggests that even wondering if one has a problem is already a sign, shifting focus to whether alcohol consumption is starting to happen without conscious thought. - 00:05–00:07 The ad states that drinking daily looks normal, emphasizing how insidious it is, and that even the ad poster only wanted to change that they only drank every day. - 00:07–00:08 The ad then focuses on the Reframe program, stating that the poster saw it clearly for the first time and that the quiz showed them how predictable it was. - 00:08–00:10 The ad poster began skipping days in a week after starting the program, stating that after two weeks, they experienced better sleep and energy. - 00:10–00:11 It's stated that by day 30, drinking wasn't automatic anymore, solidifying the idea that the product helped break an unconscious habit. - 00:11–00:12 The ad explains that Reframe didn't force anything, reinforcing the idea that it just made things 'less' easy. - 00:12–00:13 The ad concludes with a call to action to start the 30-day free trial.

# Ad summary The ad presents Reframe as a gentle, natural way to reduce alcohol consumption without feeling forced or deprived. It speaks to individuals who are questioning their drinking habits but are not necessarily looking to quit entirely. The ad offers a 30-day free trial. # Brand positioning Reframe is presented as a supportive and non-judgmental solution for individuals who are questioning their alcohol consumption habits. The brand promotes a lifestyle of moderation and self-awareness, focusing on making incremental changes rather than drastic restrictions. Reframe positions itself as a tool that helps users understand their drinking patterns and make conscious choices, gently guiding them towards a healthier relationship with alcohol. The brand avoids a preachy or restrictive tone, instead emphasizing that "less" can feel natural and that individuals can still function and enjoy life while reducing their alcohol intake. # Product Reframe is a program designed to help individuals reduce their alcohol consumption. It aims to help users understand their drinking habits, predictability and create a path towards drinking less. The program offers a quiz to help individuals understand their habits and provides support for making gradual changes. The program does not force anything but "just made 'less' feel natural." Benefits of using the program include skipping days of drinking, better sleep, and more energy within two weeks. The ad addresses the barrier of feeling like you don't have a problem because you are still functioning, while acknowledging that questioning drinking habits can be a sign of underlying concerns. # Visual style The ad features a clean, minimalist aesthetic with a focus on text-based information. The visual style is simple and direct, prioritizing clarity and readability over elaborate graphics or animations. The blurred background provides a subtle, calming backdrop without distracting from the core message, giving it a sophisticated feel. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Start your 30-day free trial # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with the text "If you drink almost every day, this won't feel like a problem." which aims to capture the viewer's attention if they can relate. It implies that Reframe is designed for individuals who consume alcohol frequently but may not perceive it as a significant issue. - 00:01–00:02 The text expands on the initial statement, explaining that even if "You're still functioning. Work. Life. Everything's fine," the habit can still be problematic, indicating that Reframe can address subtle issues not immediately apparent. - 00:02–00:03 The ad continues, "If you're even asking yourself 'is this a problem?' – that's already a sign," suggesting that self-awareness is the first step and that Reframe is suited for those already contemplating their drinking. - 00:03–00:04 It clarifies that the issue isn't about how bad the drinking is, but rather "It's not about how bad it is. It's about how often it happens," shifting the focus from severity to frequency, which Reframe aims to address. - 00:04–00:05 The ad shares a personal perspective, stating, "I didn't want to quit alcohol. I just didn't want it every day," framing Reframe as a solution for those who want to moderate rather than abstain entirely. - 00:05–00:06 It introduces the product by name, stating "Reframe was the first time I saw it clearly. The quiz showed me how predictable it was," highlighting the program's ability to provide clarity and insight. - 00:06–00:07 The ad describes the benefits of using Reframe, mentioning, "After a week – I started skipping days," indicating tangible progress quickly. - 00:07–00:08 The benefits are expanded, stating "Two weeks – better sleep and more energy," suggesting improvements in well-being as a result of using Reframe. - 00:08–00:09 It describes a further outcome, "By day 30 – it wasn't automatic anymore," showing that Reframe helps break ingrained habits over time. - 00:09–00:10 The ad reiterates the program's gentle approach: "Reframe didn't force anything. It just made 'less' feel natural," emphasizing that the program facilitates a comfortable reduction in alcohol consumption. - 00:10–00:11 The ad concludes with a call to action: "Start your 30-day free trial," encouraging viewers to try Reframe risk-free.

# Ad summary The ad is for the Reframe app. It provides tough love about drinking and explains that you can't see it until you're sober. Then the ad shares that using the Reframe app, 91% of Reframe users reach their sobriety goals. After using the science-backed tools, users feel well-rested and can manage their anxiety. By the end of the 30-day free trial, people go down 3 pant sizes and start loving the new them. # Brand positioning Reframe presents itself as a supportive, science-backed alternative to traditional sobriety programs like AA, offering a modern, app-based approach. The brand aligns with values of personal growth, mental well-being, and community support. It occupies a space for individuals seeking to reframe their relationship with alcohol, pushing against the norm of shame or failure often associated with drinking problems. The brand uses a functional and emotional appeal by emphasizing scientific methods for achieving sobriety while also highlighting improvements in mood, energy, and self-image. # Product Reframe is a science-backed sobriety app designed to help users achieve their sobriety goals. It uses science-backed tools and 24/7 support. The app provides a supportive community of users. It addresses the purchase barrier by offering a 30-day free trial to allow people to experience the app before committing. Reframe provides data tracking like money saved and empty calories saved, as well as REM cycles added. The app helps reframe your drinking habits to improve overall health and wellness, get better sleep, save money, improve relationships with others, lose weight, and feel better. # Visual style The ad's overall aesthetic is minimalistic. The ad is functional, and clear with a focus on presenting information efficiently. The editing style is static shots with smooth transitions and the production quality appears to be polished. The pacing is slow and deliberate, with each shot held long enough for the viewer to fully read the text. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Start their 30-day free trial today # Point of view - [object Object] # Storyline - 00:00–00:39 A static shot of a text overlay box against an ocean background appears to give the viewer a little tough love about drinking. - 00:40–00:49 The view transitions to various views of the app being used.

# Ad summary This image ad promotes Reframe, a program designed to help men break bad drinking habits. It features a glass of amber liquid, likely alcohol, with overlaid text inviting viewers to try Reframe's free trial and take a short quiz to change their life. # Brand positioning Reframe is presented as a solution for men looking to change their drinking habits. The brand positions itself as a tool for self-improvement, offering a free trial and a quick quiz as accessible first steps. The brand aims to occupy a space in the consumer's mind as a modern, effective, and approachable resource for those seeking to address their relationship with alcohol. The brand's tone is encouraging and empowering, suggesting that change is achievable through their program. Reframe pushes against the norm of traditional, potentially stigmatizing approaches to addressing drinking habits, instead offering a convenient and accessible digital solution. # Product Reframe is a program designed to help men break bad drinking habits. The ad highlights a free trial for 30 days, inviting users to experience the program's benefits firsthand. It also mentions a 2-minute quiz that is presented as a quick and easy way to start the journey toward change. The product is positioned as a life-changing tool, addressing the purchase barrier of uncertainty by offering a risk-free trial and emphasizing the simplicity of getting started with the quiz. The ad focuses on the accessibility and potential impact of the program, encouraging viewers to take the first step towards improving their lives. # Visual style The ad has a modern and minimalist visual style. The production quality appears to be high, with a focus on clear imagery and legible text. The image treatment includes background blurring to emphasize the product and text. The typography is clean and simple, contributing to the overall modern aesthetic. The style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: We're looking for men who want to break their bad drinking habits in 2026 to try # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a direct appeal to men who want to break their bad drinking habits, immediately establishing the target audience and the problem being addressed. The brand is telling the audience that it is looking for men who want to change their drinking habits. - The ad introduces Reframe's free trial for 30 days, offering a tangible solution to the problem. The brand is telling the audience that it has a solution to their problem and that they can try it for free. - The ad highlights a 2-minute quiz as a simple first step towards change, further reducing the barrier to entry. The brand is telling the audience that it is easy to get started and that it can change their life.

# Ad summary Ad for the Reframe app featuring a Reddit post about how the app helped someone quit drinking alcohol. # Brand positioning Reframe is presented as an app leveraging neuroscience to help users transform their relationship with alcohol. The brand positions itself as a supportive tool for those struggling with alcohol dependency, offering a path to regain control and improve overall well-being. The brand emphasizes personal transformation, improved mental clarity, and increased confidence, suggesting a focus on empowerment through a science-backed approach. # Product Reframe is an app designed to help users transform their relationship with alcohol using neuroscience. The ad details the user's experience with the app, highlighting milestones such as taking a quiz on day 1 to assess their drinking habits, sleeping better by day 5, feeling in control by day 14, and experiencing a new normal with less drinking by day 30. The app's benefits include improved skin appearance, increased mental clarity, greater presence, and a sense of freedom from alcohol dependence. The ad addresses the pain point of feeling stuck in a cycle of alcohol dependency and offers Reframe as a solution with a free 2-minute quiz to start. # Visual style The ad uses a platform-native visual style, mimicking a typical Reddit post. The production quality appears to be a simple screenshot, giving it an authentic and user-generated feel. There are no filters or visual edits, maintaining the raw appearance of the social media platform. # Hooks Headline: This is how I quit alcohol in 30 days # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action start with Reframe's free 2-minute quiz today # Point of view - [object Object] # Storyline - The Reddit user begins by explaining they were stuck in a negative cycle involving alcohol and how it was negatively impacting their life. This is to establish a connection with people struggling with alcohol addiction and explain the struggles they are going through from their perspective. - The Reddit user then states they downloaded the Reframe app and describes the benefits that have come from it. This is to show how the app is a useful solution to the previously described problem, told from the perspective of a happy customer. - The Reddit user then lists specific improvements to their mental health and physical appearance that they have experienced. This is to show the specific benefits the user received from using the app, from the perspective of the customer. - The Reddit user then states that they feel free and proud of their decisions, and that it is life-changing. This is to leave the audience with a feeling of hope and show the true potential of the app, told from the perspective of the user. - The Reddit user concludes the post by encouraging the reader to download the app and take the free 2-minute quiz today. This is a call to action to get the audience to download the Reframe app to help them solve the same problem that they are going through, told from the perspective of the customer.

# Ad summary The ad shows an illusion and asks the user to identify what color the circles are in the illusion. The ad then prompts the user to take a quiz to find out how drinking is affecting their mind. # Brand positioning There is no brand promoted in this ad. The brand is not trying to occupy any specific space in the consumer's mind. The ad is not promoting any specific values, tone, or lifestyle. The ad is not pushing against, following, or ignoring any category norms or competitor behaviors. The brand positioning is functional as it is trying to promote a better understanding of the effects of alcohol. # Product The ad features a color illusion with two circles. The illusion is a pattern of yellow and blue vertical stripes. The first circle appears to be pink and the second circle appears to be purple. There are four multiple choice options below the illusion: Pink, Purple, Yellow, and Blue. The ad prompts the user to take a quiz to determine how drinking is affecting their mind. # Visual style The ad has a clean and simple visual style, with a focus on the optical illusion. The color scheme is limited to dark blue, yellow, pink, and purple. The ad has a modern feel. # Hooks Headline: HOW IS DRINKING AFFECTING YOUR BRAIN? # Benefits - [object Object] # Features - [object Object] # Call to action Take the quiz # Point of view - [object Object] # Storyline - The ad captures the viewer's attention by posing the question, "How is drinking affecting your brain?" This question is intended to intrigue and prompt reflection on the impact of alcohol on cognitive function from the brand's perspective. - An optical illusion is presented, challenging viewers to identify the colors within the circles. This serves as an interactive element, engaging the audience and drawing them further into the ad from the brand's perspective. - The ad then provides multiple-choice answers, inviting the viewer to guess the correct colors in the illusion and then prompting the user to take a quiz to find out how drinking is affecting their mind from the brand's perspective.

# Ad summary The image ad asks the user 'What number do you see?' within a circle of blue lines that slightly obscures one of three numbers. The possible options are listed below, with a call to action to 'Take the test' which leads to Reframe, an alcohol management app that offers a self-help plan and aims to help people drink less. # Brand positioning Reframe is an alcohol management app that offers a self-help plan. The brand promotes a lifestyle where the consumer is actively trying to drink less. # Product Reframe is an app that provides a self-help plan to help its users drink less. The ad implies that those who have an alcohol habit may have difficulty seeing the number hidden within the provided image. # Visual style The visual style is simple and clean with a white background. The ad relies on a question-and-answer format to draw the viewer in. # Hooks Headline: ALCOHOL HABIT TEST # Benefits - [object Object] # Features - [object Object] # Call to action Take the test # Point of view - [object Object] # Storyline - The ad grabs the viewer's attention with a game to test their vision, which could be seen as a fun distraction or challenge. The POV is from the brand, presenting an engaging hook designed to pull the viewer in. - The ad leverages the results of that test to reveal potential underlying issues with alcohol consumption, which creates a moment of self-reflection and potential concern. The POV is from the brand, framing this challenge as an opportunity to be more aware of their habits. - The ad shifts focus to provide a solution through the Reframe app, offering a self-help plan to help reduce drinking. This is the brand's POV, showing how they can help the viewer address their habits.

# Ad summary This image ad prompts viewers to determine the color of two circles behind a blue and green striped background. It questions how drinking may affect the viewer's brain, then offers a quiz for the viewer to take. # Brand positioning There is no brand explicitly promoted in this ad. The copy focuses on how alcohol affects your brain health. The ad is not overtly aligned with any particular lifestyle or value system. The brand seems to be positioning itself as a source for assessing and improving brain health. # Product This ad promotes a quiz intended to help viewers discover what alcohol has been doing to their brain health. The quiz is presented as a tool for individuals concerned about the potential impact of alcohol consumption on their cognitive functions. The ad aims to lower any potential barriers to entry by offering viewers a way to understand the specific risks that drinking poses to brain health. This value proposition is particularly targeted towards individuals who may be hesitant about fully committing to a long-term brain health program, and are instead interested in taking a first step toward understanding their current condition. # Visual style The ad features a clean, mobile-first visual design with a quiz-like aesthetic. It utilizes bright, contrasting colors to draw attention and create visual interest, with the circles serving as a focal point. The overall style is simple, modern, and clearly designed to be easily digestible on a mobile screen. # Hooks Headline: HOW IS DRINKING AFFECTING YOUR BRAIN? # Benefits - [object Object] # Call to action Take the quiz # Point of view - [object Object] # Storyline - The ad copy begins by asking "How is drinking affecting your brain?" This is intended to immediately capture the audience's attention by addressing a potentially concerning issue related to alcohol consumption, told from the brand's point of view. - The ad continues by asking "What color are these circles?", creating a visual puzzle that challenges the audience to interact with the image and stay engaged. This is from the brand's point of view, prompting the audience to participate. - Below the puzzle, the ad states "Discover what alcohol has been doing to your brain health." This reinforces the initial concern and provides a value proposition, promising a deeper understanding of alcohol's impact on brain health, told from the brand's point of view. - The ad concludes with a "Take the quiz" call to action, encouraging the audience to proceed and receive personalized insight into their brain health status. This is the brand's final prompt, guiding the audience towards the next step.

# Ad summary The ad is designed to look like a mobile phone screen with a phone call coming in from "Hubby." The copy presents a personal issue, explains how it was solved with an app called Reframe, and then shares the app. # Brand positioning Reframe is presented as a modern solution to address problem drinking. It offers tools and a non-judgemental approach to help individuals understand their drinking habits and make positive changes. The brand directly opposes the traditional approach of lectures or guilt, positioning itself as an effective and empathetic alternative for those seeking to regain normalcy in their relationships and lives. # Product Reframe is presented as an app that helps people understand their drinking habits and how to cut back. It offers tools, not lectures or guilt, and provides a 2-minute quiz to assess the user's drinking habits. The app offers a 30-day free trial, after which, a person can expect to see improved outcomes. # Visual style The ad uses a platform-native style, mimicking a mobile phone screen with black background and white text. This design choice enhances scannability and stop power in the feed by creating familiarity and immediacy. # Hooks Headline: Drinking reality check # 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 - The copy starts by setting the scene: Jack has been emotionally drunk lately, causing anxiety, snapping, and wasted Sundays. This is told from the perspective of someone close to Jack, likely his wife, describing the negative impact his drinking has on their relationship. - Then, the copy introduces the solution: Jack found the Reframe app, which offered a 2-minute quiz to assess his drinking habits and provide guidance on cutting back. This is presented from the perspective of someone who has been helped by the Reframe app, emphasizing the app's user-friendly approach of tools instead of lectures or guilt. - The copy concludes by highlighting the positive outcome: By the end of the 30-day free trial, their relationship felt normal again. This is told from the perspective of the wife/partner, sharing the app with others to find the same outcome: 'Just wanted to share this 2 minute quiz with you!'

# Ad summary This ad promotes Reframe's neuroscience-based program for a 42-day sobriety challenge. It lists the physical and mental changes to expect during each day of sobriety and encourages viewers to 'Reclaim their Rest' with a button CTA. # Brand positioning Reframe is a wellness program that provides support through neuroscience for a 42-day sobriety challenge. The program offers a science-backed approach to wellness by helping people rewire their habits, particularly around alcohol consumption. The brand encourages people to take the challenge and experience the positive physical and mental transformations that occur when abstaining from alcohol. # Product Reframe's neuroscience-based program guides individuals through a 42-day sobriety challenge. This program breaks down the expected physiological and psychological changes, offering daily support and information to help individuals stay committed. The program emphasizes how the body and mind adapt to sobriety, providing insights into aspects like sleep improvement, hormonal changes, and neuroplasticity, with the intent to offer a structured path to breaking free from alcohol dependency. # Visual style The ad has a clean and informative visual style, resembling a listicle or infographic. It utilizes a simple color palette, basic typography, and minimal visual elements to convey information clearly. The overall feel is approachable and easy to digest, without elaborate design or high production value. # Hooks Headline: 42-DAY SOBRIETY CHALLENGE # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Reclaim your Rest # Point of view - [object Object] # Storyline - The ad opens by introducing the 42-Day Sobriety Challenge, piquing curiosity by highlighting what happens to your body when you stop drinking for 42 days. The brand teases a transformation and positions itself as a guide. - The body of the ad lists the experiences and changes one might expect daily, from 'Your brain on alcohol' to 'You did it. Your body proved everything.' The brand is providing a roadmap of the journey, creating anticipation and setting clear expectations. - The ad concludes with a call to action by Reframe that the program takes '5 minutes a day,' describing their 'neuroscience-based program walks you through every single day.' The brand positions the program as accessible and effective, reinforcing the value proposition.

# Ad summary This ad promotes the Reframe app by presenting a '42 Days Sobriety Challenge' displayed as a list of daily actions, presented in the style of a phone screenshot. # Brand positioning The Reframe brand is positioned as a supportive tool for individuals aiming to improve their lives through sobriety and mindful practices. The brand's offering is a structured approach to sobriety, packaged as a 42-day challenge. By offering a challenge that includes practices such as understanding the brain's reward system, managing anxiety, and building healthy habits, Reframe aims to be seen as a comprehensive and science-backed guide to achieving a healthier lifestyle. The brand is presented as a lifestyle choice, promoting a happier and healthier life, and it pushes against the idea that sobriety is a restrictive or negative experience. # Product Reframe is presented as a digital program, specifically a '42 Days Sobriety Challenge'. It is designed for people seeking to achieve sobriety and build healthy habits. The challenge is structured with daily actions, each focusing on a different aspect of mental and physical well-being, such as 'Understanding the Brain's Reward System', 'Strategies for Managing Anxiety', and 'The Benefits of a Growth Mindset'. The program is designed to break down the journey to sobriety into manageable, daily tasks. The challenge addresses the barrier of knowing where to start and offers a structured path toward achieving a healthier, happier life. The program also addresses the fear of missing out on social activities by focusing on building social connections. # Visual style The ad employs a straightforward and informative visual style, mimicking a phone screenshot to present the product in a clear and functional manner. The design is clean and minimal, with a focus on readability and ease of understanding. The visual style mimics a platform native design and leans heavily on text and formatting to stop the user's thumb. # Hooks Headline: 42 Days Sobriety Challenge # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Live a healthier, happier life. Download Reframe # Point of view - [object Object] # Storyline - The ad starts by presenting a '42 Days Sobriety Challenge', immediately framing the offer as a structured, time-bound program. This is presented from the brand's perspective, introducing the core concept of the Reframe app as a challenge-based approach to sobriety. - Next, the ad lists 42 daily actions that participants will engage in. Presented from Reframe’s perspective, this details the challenge itself, offering a glimpse into the program's structure and the range of topics it covers, from understanding brain functions to building healthy habits. The scope and variety communicate how comprehensive the challenge is. - Lastly, the ad concludes with a call to 'Live a healthier, happier life' and a prompt to 'Download Reframe'. This section, presented by Reframe, clearly articulates the desired outcome of participating in the challenge and provides a direct action for the viewer to take, reinforcing the idea of a positive lifestyle change.

# Ad summary This ad promotes Reframe, an app designed to help people reduce their alcohol consumption. The ad features a list of topics covered in the Reframe program, presented in a visually appealing manner with natural imagery. # Brand positioning Reframe is presented as a supportive tool for individuals looking to reduce their alcohol consumption. The brand aims to occupy a space of guidance and self-improvement, promoting a lifestyle that values clarity and calm over the reliance on alcohol. It aligns with values of self-awareness and intentional living, pushing against the norms of alcohol-centered social activities. The brand positioning is both functional, offering a structured program for reducing alcohol intake, and emotional, fostering a sense of empowerment and improved well-being. # Product The Reframe program is a self-help plan designed to help users drink less alcohol. It consists of a series of lessons and insights, each focusing on a specific aspect of alcohol consumption and its effects on the body and mind. The program is presented as a way to rewrite one's evenings without alcohol, leading to calmer evenings, clearer mornings, and a more fulfilling life. The ad addresses the purchase barrier of uncertainty by providing a detailed list of topics covered, assuring potential users of the program's comprehensive approach and value. # Visual style The ad has a clean, organized visual style with a focus on readability. It uses a grid layout to present the list of lessons in a structured manner. The image treatment includes soft lighting and color grading, creating a calm and inviting atmosphere. The overall style is designed to be informative and approachable, encouraging viewers to explore the program's offerings. # Hooks Headline: REWRITE YOUR EVENINGS WITHOUT ALCOHOL # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Get a self-help plan and drink less today with Reframe # Point of view - [object Object] # Storyline - The ad opens with a headline, 'REWRITE YOUR EVENINGS WITHOUT ALCOHOL' and a personal testimonial: 'I started Reframe as a small experiment. Now, evenings feel calmer, mornings clearer, and life more my own.' This is designed to grab the viewer's attention with the promise of positive change and a personal success story from the brand's perspective. - The ad continues with a list of daily topics or lessons: 'Day 1: Why We Drink: The Brain's Reward Loop…12 min' through 'Day 44: Looking Ahead: Life Beyond Drinking Patterns…13 min'. Each lesson title is paired with a time estimate, suggesting the commitment required per session. This section provides transparency and builds credibility, offering a concrete preview of the program's content, shown from the brand's perspective. - The ad concludes with a call to action: 'Get a self-help plan and drink less today with Reframe'. This is designed to prompt immediate engagement from the viewer, encouraging them to take the next step towards reducing their alcohol consumption, from the brand's perspective.

# Ad summary This ad promotes Reframe as a self-help resource for individuals seeking to reduce their alcohol consumption. The ad presents a list of 44 daily topics designed to help change one's relationship with alcohol, emphasizing the positive outcomes of rewriting one's evenings without alcohol. # Brand positioning Reframe is presented as a supportive self-help resource for individuals looking to reduce or eliminate alcohol consumption. The brand positions itself as a facilitator of positive lifestyle changes, emphasizing clarity, calmness, and self-improvement. By offering a structured, daily plan, Reframe aims to empower users to reclaim their evenings and overall well-being without relying on alcohol. The brand's approach is both functional, providing practical strategies, and emotional, fostering a sense of control and personal growth. # Product Reframe is a self-help plan designed to help individuals reduce their alcohol consumption. The ad presents a list of 44 daily topics, each offering insights and strategies to address various aspects of alcohol use and its impact on life. The topics range from understanding the brain's reward loop and managing cravings to improving sleep, relationships, and overall well-being. By following these daily lessons, users can reclaim motivation, reduce stress, and find joy without alcohol. The plan addresses purchase barriers by providing a structured, accessible approach to changing drinking habits, promising a clearer, calmer, and more fulfilling life. # Visual style The ad employs a clean, informative visual style with a clear focus on conveying information. The production quality is simple and straightforward. The visual motif of the two trees with contrasting seasons visually represents the transformation, contrasting a bare tree with a colorful one. The layout is organized with the numbered list. The image treatment includes basic color correction and contrast enhancement. The overall style aims for scannability, presenting the content in an accessible and easily digestible manner. # Hooks Headline: REWRITE YOUR EVENINGS WITHOUT ALCOHOL # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Get a self-help plan and drink less today with Reframe # Point of view - [object Object] - [object Object] # Storyline - The ad begins by posing the question “REWRITE YOUR EVENINGS WITHOUT ALCOHOL,” framing the challenge as an opportunity for transformation. This message is intended to grab the viewer's attention and introduce the possibility of a better life without alcohol, presented from the brand's perspective. - A personal testimonial follows: "I started Reframe as a small experiment. Now, evenings feel calmer, mornings clearer, and life more my own." This provides a relatable, customer-centric perspective, showing the positive impact of Reframe on one individual's life and building trust through personal experience. - The main body of the ad presents a list of 44 daily topics, each addressing a different aspect of alcohol use and recovery. This information-dense section details the core offering of Reframe, providing a clear and structured plan for change, presented from the brand's perspective. - The ad concludes with a direct call to action: "Get a self-help plan and drink less today with Reframe." This encourages immediate engagement and offers a practical next step, solidifying the brand's offer and prompting the viewer to take action from the brand's perspective.