How Salt Lab Advertises on Meta

# Ad summary This ad promotes Salt Lab's Kids Magnesium Bubble Bath as a solution for children who have trouble winding down before bed. The ad emphasizes the product's ability to help with bedtime. # Brand positioning Salt Lab is positioned as a purveyor of solutions for parents seeking natural ways to improve their children's well-being, particularly regarding sleep and relaxation. The brand's focus on "lab" in its name implies a scientific approach and commitment to creating effective formulas. By featuring a product for children, the brand is signaling that it caters to families and understands the needs of young children. The brand is positioned as reliable source for parents looking to help their children with sleep through natural and effective bath products. # Product Salt Lab's Kids Magnesium Bubble Bath is formulated to help children wind down before bedtime. Marketed 'for little ones,' this bubble bath comes in a light green bottle with a pump dispenser and is available in a 150 ml / 5.45 fl. oz size. The key selling point is its ability to 'actually help' with bedtime routines by incorporating magnesium. The product addresses a specific need: making bedtime easier for children who struggle to relax, positioning it as a practical solution for parents facing this challenge. # Visual style The ad features a clean, minimalistic studio shot. The single bottle against a solid background ensures the focus remains on the product. Soft, diffused lighting minimizes shadows and creates a gentle, approachable aesthetic. The composition feels platform-native, suitable for in-feed placement with its simple focus and vertical orientation. The typography integration is straightforward, with clear, legible fonts that reinforce the product's benefit. # Hooks Headline: If your child struggles to wind down, try this first. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the question, “If your child struggles to wind down, try this first.” This sets up the problem and invites parents seeking solutions to pay attention from their perspective. - The ad introduces Salt Lab's Kids Magnesium Bubble Bath as a solution. By visually showcasing the product, it builds awareness and positions it as the answer to the initial problem, told from the brand's perspective. - The ad concludes by emphasizing that the bubble bath "actually helps with bedtime." The brand is reiterating the product's benefit and reinforcing its value proposition.

# Ad summary Ad for Salt Lab Kids, featuring their magnesium oil. It emphasizes the gentle formula, non-greasy feel, and lack of harsh chemicals, aiming to provide calmer nights and happier mornings. # Brand positioning Salt Lab is presented as a brand focused on providing gentle and natural solutions, specifically highlighted for children, to promote relaxation and better sleep. The brand emphasizes safety and natural ingredients. The brand seeks to occupy a space in the market that values gentle, safe, and effective products that families can trust for their children's wellbeing, differentiating itself through its commitment to natural ingredients and absence of harsh chemicals. # Product The featured product is Salt Lab Kids magnesium oil, designed to promote relaxation and better sleep for children. It is described as having a gentle formula that is non-greasy and contains no harsh chemicals. The product is presented as a safe and natural solution, with packaging that emphasizes its suitability for children. The benefits of the product are implied to include calmer nights and happier mornings. # Visual style The ad has a clean and straightforward visual style with a white background, bright lighting, and cartoon-like icons. The overall presentation is simple and direct, focusing on clear messaging and product visibility. The image uses a combination of product photography, cartoon illustrations, and clear typography to convey its message. # Hooks Headline: Calmer Nights, Happier Mornings # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a headline that declares 'Calmer Nights, Happier Mornings' to immediately highlight the key benefits of the featured product. The brand voice is used to connect with the audience by suggesting the value proposition and core solution it provides. - Icons are used to visually represent the benefits of using the product, with a crescent moon with stars for 'Calmer Nights', a shield for 'Safe Formula', and leaves for 'Natural Ingredients'. These visuals reinforce the key selling points and target audience expectations from the brand’s perspective. - The focus shifts to showcasing the Salt Lab Kids magnesium oil in a clear spray bottle, anchoring the product as the solution in this narrative. The product is presented from a brand perspective as the clear answer to solving the need for children's relaxation. - The ad concludes with bullet points reinforcing the product's attributes: 'Gentle Formula', 'Non-Greasy', and 'No Harsh Chemicals'. The product's attributes are being re-iterated from the brand POV to reassure potential customers about the product's quality and safety.

# Ad summary This ad promotes Salt Lab's Kids Magnesium Bubble Bath, highlighting its potential to help children wind down at bedtime. The ad uses a combination of text overlays, product shots, and calm visuals to convey its message. # Brand positioning Salt Lab is presented as a brand focused on creating gentle bath products to aid relaxation, specifically for children. The brand positioning is functional, focusing on providing a solution for parents struggling with their children's bedtime routines. The brand uses minimalistic design and text to convey its message. # Product The product featured is Salt Lab's Kids Magnesium Bubble Bath, designed for little ones who struggle to wind down at bedtime. It is presented as a bubble bath that actually helps with bedtime due to its magnesium content. The product comes in a white bottle with a black pump and the Salt Lab logo. The ad highlights the product's functional benefit: helping kids relax and prepare for sleep. # Visual style The ad has a clean and minimalistic aesthetic with soft lighting. The editing is simple with static shots. The production quality is polished to convey a sense of calm. Pacing is slow. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts by addressing parents whose children struggle to wind down. - 00:02–00:05 It introduces Salt Lab's Kids Magnesium Bubble Bath as a solution for little ones. - 00:05–00:07 The ad claims the bubble bath actually helps with bedtime.

# Ad summary This ad promotes Salt Lab's magnesium oil spray for kids. It features a mom sharing her experience using the product to help her three-year-old fall asleep faster and stay asleep longer. The ad includes a before-and-after comparison, showing the child restless before using the spray and sleeping soundly after. The mom highlights the product's effectiveness in reducing bedtime negotiations and nighttime awakenings, and includes social proof in the form of positive reviews. # Brand positioning Salt Lab is presented as a solution for parents struggling with their children's sleep issues. The brand positions itself as a provider of natural remedies, specifically magnesium oil spray, to improve sleep quality in children. The brand aligns with a lifestyle focused on natural wellness and aims to alleviate the stress and frustration associated with bedtime routines. Salt Lab pushes against the norm of using conventional sleep aids by offering a natural alternative. # Product Salt Lab's magnesium oil spray is a natural sleep aid for children. It is designed to help children fall asleep faster and stay asleep longer. The product is applied by spraying it on the child's legs and feet before bedtime. The ad highlights that the spray helps to reduce restlessness, overtiredness, and agitation in children, leading to fewer bedtime negotiations and nighttime awakenings. The product's USP is its natural composition and effectiveness in promoting better sleep for children, addressing the common parental concern of sleep deprivation. # Visual style The ad has a UGC feel, with natural lighting and simple camera work. The editing style includes quick cuts between shots to maintain a fast pace. The production quality is decent, with clear visuals and audio. The visual motif includes the use of warm lighting and a cozy bedroom setting to create a sense of comfort and relaxation. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action You have to try Salt Lab's magnesium oil spray # Point of view - [object Object] # Storyline - 00:00–00:04 A split screen shows a "before" and "after" comparison of a child's sleep. On the left, the child is awake and restless; on the right, the child is sleeping peacefully. - 00:01–00:07 The mom begins speaking, sharing that she has started using Salt Lab's magnesium oil spray, which has helped her three-year-old fall asleep quicker and stay asleep longer. - 00:07–00:12 The mom continues, explaining that without the magnesium oil, her child is restless, overtired, and agitated. - 00:12–00:19 The mom shares that after a few sprays on her child's legs and feet, she is no longer negotiating bedtime or dealing with a restless child all night. - 00:19–00:22 The mom holds up the Salt Lab Kids magnesium oil spray bottle. - 00:22–00:29 The mom concludes by saying that if a lack of good sleep is keeping your family up at night, you have to try Salt Lab's magnesium oil spray, and you won't regret it.

# Ad summary This ad promotes Salt Lab's topical magnesium as a calming and grounding remedy to help the body and nervous system cope with stress, promote deep sleep, and reduce related issues like restless legs or hair loss. # Brand positioning Salt Lab presents itself as a holistic wellness brand focused on natural, gentle solutions for stress management and improved sleep quality. The brand seems to occupy a space that is less about quick fixes and more about long-term nervous system support, aligning with values of mindfulness and self-care. Rather than simply masking symptoms, Salt Lab addresses the root causes of discomfort and promotes a comprehensive approach to wellness that considers the interconnectedness of mind and body. The brand’s core mission is to help people regain balance, ease emotional expression, and rediscover inner calm through a ritualized process that incorporates topical magnesium. # Product The advertised product is Salt Lab's topical magnesium, designed as a method for the body to prioritize and regulate its functions during periods of stress. It is applied topically to the stomach, back of the knees, and feet every night as part of a grounding ritual. The topical application is presented as an alternative to pills, which "treat your stomach," while Salt Lab "treats your nervous system." Its function is not only to improve sleep, but also to regulate cortisol levels, prevent hair loss, calm restless legs, and promote emotional stability. It helps in "sitting with calm and feeling feelings that need to be felt." # Visual style The ad has a somewhat polished but still natural aesthetic. The speaker is using natural light in an outdoor setting. The video has quick cuts and is likely filmed on a smartphone. The editing rhythm is fairly fast-paced, with cuts timed to coincide with changes in the speaker's expression. The overall style supports the intended tone of authenticity and relatability. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Ground your family. Shop the Sleep Ritual. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01: The video opens with a shot of the speaker, who introduces a new topic by saying, "If you are going through a season..." She speaks directly to viewers who are feeling as though they are constantly in a "fight or flight" state, and are thus experiencing more stress than normal. The speaker's conversational tone suggests a desire to connect with viewers on a personal level and position herself as relatable. - 00:01–00:20 00:01–00:20: The speaker shares that she will be presenting some of the ways she has been leaning on topical magnesium, to help her through a similar season. She shares that she and her family lost their farm in the fires that went through Victoria, positioning the product as her method of healing from that tragedy. - 00:20–00:39 00:20–00:39: She reveals that it has been a week and a half since the fire, and she didn't have any magnesium for the first four days. Now, she and her family are in an Airbnb, and she is focusing on supporting her body to process everything and get through it. She wants to process it for her kids as well. This is meant to provide context for why the speaker is qualified to talk about how the product can help in times of stress, due to her lived experience. - 00:39–00:50 00:39–00:50: She shares how she is applying topical magnesium to her's and her kids' stomachs, the backs of their knees, and their feet every night, sharing that this is what has given her the ability to process the loss. The speaker is meant to be relatable and show the customer how the product can be integrated into their life. - 00:50–01:00 00:50–01:00: The speaker adds on-screen text that reads, "Consistent rituals = Consistent results.", then shares how her daughters are now better able to express their emotions, and are able to hold the emotions with more understanding. This is meant to show how the product is an emotionally supportive ritual, as opposed to simply a way to fall asleep. - 01:00–01:10 01:00–01:10: The speaker reveals that she has noticed that her hair is no longer falling out in handfuls. This is meant to show how the product promotes holistic benefits. - 01:10–01:15 01:10–01:15: The speaker reveals that her restless legs have been much more calm, as well, showing that the product has additional physical health benefits. The speaker then shares that she is better able to hold her kids' emotions with more patience. This is meant to be an example of one of the product's key value propositions: better family support. - 01:15–01:26 01:15–01:26: She explains how she is able to process her own emotions better, and is able to sit in the calm of feeling the feelings that need to be felt. The speaker is presenting the product's emotional value. - 01:26–02:41 01:26–02:41: She expresses that we can get hung up on it, just doing one thing, but the most important thing is to notice the smaller things. These smaller things include restless legs, high cortisol levels, and hair thinning. She stresses that the body is prioritizing the magnesium over the sleep, but the sleep will come, and we must be patient. She is providing her final takeaways and stressing key benefits. - 02:41–02:45 02:41–02:45: The video ends with on-screen text that reads, "Ground your family. Shop the Sleep Ritual." This is meant to be the video's final call to action.

# Ad summary The ad features a mom using Salt Lab Kids Magnesium Bubble Bath and magnesium spray for her children's bedtime routine to help them wind down faster. She highlights the product's benefits, like making bath time fun with bubbles and relaxing tired little bodies after busy days, as well as being safe for sensitive skin and free from harsh chemicals. # Brand positioning Salt Lab Kids is positioned as a gentle and effective solution for children's bath time and bedtime routines. The brand emphasizes safety by highlighting that the products are formulated for sensitive skin and free from harsh chemicals. The brand seems to be targeting parents who prioritize natural and safe products for their children. The tone is casual and relatable, with the ad presented as a real-life testimonial from a mom who has found the product helpful for her kids. The brand positions itself as a provider of products that not only make bath time fun but also offer therapeutic benefits, such as relaxation and better sleep. # Product The ad features Salt Lab Kids Magnesium Bubble Bath, a product designed to make bath time extra fun while also helping to relax tired little bodies after busy days. The bubble bath is highlighted as safe for sensitive skin and free from harsh chemicals. The ad also features Salt Lab Kids Magnesium Oil Rest & Recharge Spray, which is used as part of the bedtime routine to promote calmer nights. The spray is applied by spraying on the feet and rubbing them in. The ad suggests that the combination of the bubble bath and spray contributes to a more relaxed bedtime experience for children. # Visual style The ad has a clean and bright aesthetic, with natural lighting and a focus on the family's everyday routine. The editing style includes quick cuts between shots to maintain a dynamic pace. The production quality suggests a blend of UGC and polished commercial elements, creating a relatable yet professional feel. There are no strong visual motifs, but the consistent use of light pastel colors in the product packaging and bathroom decor contributes to a calming visual tone. The pacing is consistent, with cuts timed to the voiceover. # 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 - 00:00–00:02 A mom is standing in a bathroom with a towel, preparing for bath time. - 00:02–00:04 She mentions that bath time has become their favorite way to wind down at the end of the day. - 00:04–00:07 The mom says that they've been using the new Salt Lab Kids Magnesium Bubble Bath. - 00:07–00:08 She holds up the bottle and states the kids absolutely love it. - 00:08–00:14 The mom shares the bubble bath makes bath time extra fun with bubbles and also helps relax tired little bodies after busy days. - 00:14–00:17 She points out that the product is safe for sensitive skin and free from harsh chemicals. - 00:17–00:19 The mom says they finish the night with the magnesium spray. - 00:19–00:21 She massages it into one of her daughter's feet. - 00:21–00:23 She states that they've been enjoying much calmer nights lately.

# Ad summary Ad for Salt Lab's Kids Magnesium Bubble Bath, designed to help children wind down before bedtime. The ad features the product in front of a child's drawing and promotes its relaxing benefits. # Brand positioning Salt Lab is presented as a solution for families seeking natural and effective bedtime routines for their children. The brand's focus on magnesium-based products suggests a commitment to wellness and relaxation, positioning itself as a trusted partner for parents navigating bedtime struggles. It aims to occupy a space in the consumer's mind as a provider of gentle, scientifically-backed solutions that promote calmness and better sleep for children, aligning with values of natural health and family well-being. The brand pushes against the norm of using harsh chemicals or artificial additives, promoting a functional approach centered on simple, effective ingredients. # Product The advertised product is Salt Lab's Kids Magnesium Bubble Bath, formulated to help children wind down at bedtime. This product aims to provide a relaxing bath experience for kids, utilizing magnesium to calm and soothe before sleep. The intended users are children who struggle to wind down, as suggested by the opening line, "If your child struggles to wind down, try this first." The ad highlights the product's functional benefit of helping with bedtime routines. The main selling point is that it is a bubble bath that "actually helps" with bedtime, suggesting it is more effective than regular bubble baths. The copy emphasizes simplicity and effectiveness, targeting parents looking for a reliable solution to bedtime challenges. # Visual style The ad has a clean, minimalist aesthetic with a focus on soft, muted colors. The production quality is polished, with a studio-shot feel. The image treatment includes background removal and soft lighting effects. The inclusion of a child's drawing adds a playful, personal touch, suggesting authenticity and approachability. The typography is large and bold, ensuring scannability in-feed. The overall style is intended to be both visually appealing and informative, balancing a high-design look with a sense of natural simplicity. # Hooks Headline: If your child struggles to wind down, try this first. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by identifying a common problem among parents: children struggling to wind down at bedtime. It sets the stage by immediately offering a potential solution, drawing the viewer in with the promise of a quick fix. This is told from the brand's POV. - The image then introduces the product, Kids Magnesium Bubble Bath, positioning it as the answer to the previously stated problem. The visual of the product next to a child's drawing implies that it is both child-friendly and effective. This is told from the brand's POV. - The ad concludes with a specific claim: the bubble bath "actually helps" with bedtime, reinforcing the product's value and suggesting a tangible benefit for both children and parents. This is told from the brand's POV.

# Ad summary This ad aims to help parents seeking natural sleep aids for their children. The ad presents Salt Lab's magnesium bubble bath as a bedtime solution for kids who struggle to wind down. # Brand positioning Salt Lab is presented as a provider of natural solutions, specifically aimed at helping children, as suggested by the product name 'Kids Magnesium Bubble Bath.' The brand positions itself in the health and wellness category, focusing on gentle and natural ingredients like magnesium to aid in relaxation and sleep. Salt Lab seeks to be a trustworthy brand for parents looking for alternative ways to help their children's bedtime struggles without harsh chemicals or medications. The brand aligns with a lifestyle of holistic health and mindful parenting. # Product The advertised product is Salt Lab's Kids Magnesium Bubble Bath, designed for children who have trouble winding down before bed. This bubble bath is infused with magnesium, a natural mineral known for its calming properties, aiming to help children relax and transition into sleep more easily. It is explicitly designed 'for little ones.' The product's USP is that it 'actually helps' with bedtime, addressing parents' need for effective and natural sleep aids. The ad showcases the bubble bath as part of a calming bedtime routine, and addresses purchase barriers by emphasizing the natural and helpful aspects of the product. # Visual style The ad features a clean and minimalistic aesthetic, using soft lighting and muted, earthy tones to create a soothing and calming atmosphere. The production quality appears to be studio-shot. The composition is simple, focusing on the product and related items. The typography is integrated smoothly, with a clear and legible font. The overall style aims to convey a sense of naturalness, gentleness, and trustworthiness, aligning with the brand's focus on holistic health and mindful parenting. This style could enhance scannability in-feed, attracting parents seeking natural bedtime solutions. # Hooks Headline: If your child struggles to wind down, try this first. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by directly addressing a common parental concern: 'If your child struggles to wind down.' This immediately establishes the context and identifies the target audience—parents facing bedtime challenges with their children. The message aims to create a sense of relatability and grab the viewer's attention by highlighting a widespread problem. The point of view is from the brand, speaking directly to potential customers, signaling that they understand their challenges. - Following the problem statement, the ad offers a solution: 'try this first.' This implies that there is a simple, preliminary step that parents can take before resorting to more intensive measures. This aims to position the product as an accessible and easy-to-implement solution. The point of view is from the brand, presenting its product as a viable first step. - The ad introduces the product, 'Kids Magnesium Bubble Bath for little ones'. This clearly identifies the product and its target demographic, reinforcing the brand's focus on natural and gentle solutions for children. This clarifies the 'this' mentioned earlier. The point of view is from the brand, showcasing its product as the specific solution to the problem. - The ad concludes with the statement, 'We made a bubble bath that actually helps with bedtime.' This reaffirms the product's effectiveness and provides a direct value proposition. It is positioned as more than just a typical bubble bath, but a therapeutic aid. The point of view is from the brand, reinforcing trust and conveying the intended benefit of the product.

# Ad summary This ad uses a meme format to draw attention to the importance of using topical magnesium. # Brand positioning This ad implicitly promotes a magnesium topical product. While the brand itself is not explicitly mentioned or visually present, the ad humorously emphasizes the importance of incorporating topical magnesium into one's routine. This suggests the brand aims to be seen as a provider of essential wellness products, specifically targeting those seeking natural solutions for sleep or relaxation. The positioning is functional, focusing on the tangible benefits of using the product and its potential impact on sleep quality. # Product This ad promotes a topical magnesium product, implied through the text, which suggests it is available in a spray format. The ad shows the effect of not using the product leading to being wide awake at 3am. The ad implies that the product is for those who have difficulty sleeping and that consistent use can help to ensure a full night's rest. The main benefit is that the product will keep you asleep. # Visual style The ad has a meme-like visual style, using a low-resolution doll image to create a relatable and humorous effect. # Hooks Headline: Me at 3am when I forgot to spray topical magnesium # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by framing a relatable scenario of waking up at 3 a.m. This is done to set up the joke that is to come and engage the viewer right away, positioning the ad as relatable and attention-grabbing. - The punchline reveals that the cause of the sleeplessness is forgetting to use the topical magnesium spray. The ad is telling this from the customer's perspective, indicating that the brand understands the target customer's problems and is presenting their product as the solution. - By visually portraying the moment of realization, the ad creates a memorable and humorous association with their brand. The customer is telling this last beat of the ad to show the importance of their product in a funny and engaging way.

# Ad summary A woman shares how magnesium tablets negatively affected her and then introduces Salt Lab magnesium spray as a better solution. # Brand positioning Salt Lab is presented as a modern wellness brand that offers a topical magnesium spray. The brand positions itself as a solution for those who have had negative experiences with traditional magnesium tablets, such as stomach issues and lack of absorption. The brand prioritizes efficacy and gentleness, suggesting a commitment to providing effective solutions without the common side effects associated with oral supplements. Salt Lab aims to occupy a space in the consumer's mind as a trusted, innovative, and gentle alternative within the magnesium supplement market. # Product Salt Lab Magnesium Oil Spray is a topical magnesium supplement designed to bypass the digestive system, offering the benefits of magnesium without the common side effects associated with oral tablets like stomach cramps and diarrhea. The spray is presented as a simple solution: users spray it on their feet before bed. It absorbs through the skin, providing the same benefits as tablets—like improved sleep—but without any stomach issues or side effects. The product is designed for people who want to supplement magnesium intake but have had negative experiences with tablets or prefer an alternative delivery method. # Visual style The ad has a clean and bright aesthetic, with natural lighting and minimalist decor. The editing style is simple, with static shots and smooth transitions. The overall feel is UGC-style, making it seem authentic and relatable. The pacing is consistent, providing a calm and informative tone. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action saltlaboratory.com - link in bio # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts with a woman sitting in bed reading. Text overlay states that she took magnesium tablets for two years, and they did nothing but mess up her stomach, introducing a common problem with magnesium supplements. - 00:03–00:05 The ad explains that magnesium tablets go through your digestive system, which for many people, including the speaker, can mean cramps and diarrhea. This elaborates on why tablets may not be the best option for everyone. - 00:06–00:08 The ad then introduces topical magnesium as a solution. It states that topical magnesium bypasses the digestive system entirely, absorbing through the skin for the same benefits with none of the side effects. - 00:09–00:11 The woman says she was skeptical but tried the spray on her feet before bed, figuring that even if it didn't work, at least her stomach would be fine. This shows her initial reluctance but willingness to try the product. - 00:12–00:14 The ad reveals that she slept better than she had in years on the first night, experiencing no stomach issues or side effects—just sleep. This presents the product as a highly effective and gentle solution. - 00:15–00:17 The woman states that she will never go back to tablets. A quote from Niki, a verified buyer, is displayed: "I've been taking magnesium for years but since using the Salt Lab Spray I will never go back to taking it in tablet form again."

# Ad summary This ad features a woman demonstrating Salt Lab's Magnesium Oil Rest and Recharge Spray for restless legs. She explains that the product helps her relax and improves her sleep, linking the product for viewers to try. # Brand positioning Salt Lab is presented as a modern self-care brand that offers simple solutions for sleep and recovery, as seen through its Magnesium Oil Rest and Recharge Spray. The brand appears to push against the norm of complex sleep solutions, offering a user-friendly product. Its positioning is functional, focusing on improving sleep quality and relaxation through natural ingredients. The brand aligns with values of simplicity and efficacy, appealing to those seeking natural ways to enhance their sleep routine. # Product The advertised product is Salt Lab's Magnesium Oil Rest and Recharge Spray, designed to help users relax and improve sleep quality. The product is intended for anyone who experiences restless legs or difficulty relaxing before bed. It comes in a dark amber spray bottle with a minimalist label that reads 'SALT LAB Magnesium Oil rest & recharge spray.' Its key features include the use of premium magnesium oil to help with relaxation and energy recovery. The spray format addresses the purchase barrier of complicated routines by offering a quick and easy application method. The ad highlights the spray's USP of providing restful sleep and reducing tossing and turning, making it worth trying for those seeking a simple solution to improve sleep. # Visual style The ad has a polished UGC feel with natural lighting and a clean aesthetic. The editing style is smooth, with static shots and simple transitions. The production quality is high, giving it a commercial feel, but it retains a relatable user-generated content style. The pacing is consistent at around 40 BPM, and the audio-visual sync is maintained throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action I'll link it if you wanna try it. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03: A woman is seen sitting on her bed, struggling with restless legs, and grabbing her leg. - 00:03–00:07 00:03–00:07: The woman grabs the Salt Lab magnesium spray and sprays it on her legs. - 00:07–00:13 00:07–00:13: A close-up shot shows the bottle of Salt Lab magnesium oil, highlighting the product's benefits. The woman explains that the product helps her relax, and within minutes she is not tossing around. - 00:13–00:16 00:13–00:16: The woman places the bottle on her nightstand and tells the viewer she will link it if they want to try it.

# Ad summary In a UGC-style video ad for Salt Lab, a woman tells the story of how she found the perfect product to help her sister's toddler sleep. The woman speaks to the camera, with the Salt Lab website behind her, as she recommends Salt Lab's Magnesium Bubble Bath. She mentions her sister has tried white noise, warm baths, and melatonin, but this bubble bath with magnesium is the only thing that helped. # Brand positioning Salt Lab is presented as a brand focused on creating bath products for kids that contain magnesium, which is absorbed through the skin while they play in the tub. The brand aims to occupy a space in the consumer's mind as a solution for parents who struggle with their children's bedtime routines. By incorporating magnesium into bath products, Salt Lab positions itself as a functional brand that prioritizes simplicity and effectiveness. The brand aligns with a lifestyle that values convenience and wellness, offering a way to easily incorporate magnesium into a child's routine. It addresses the common problem of kids resisting bedtime and promotes the emotional benefit of stress relief for both parents and children. # Product Salt Lab's Magnesium Bubble Bath is a bath product designed to help children relax and sleep better. The bubble bath contains magnesium, which is absorbed through the skin as the child plays in the tub. The product is for parents who struggle with their children's bedtime routines. The ad explicitly states that the bubble bath helps children fall asleep more easily. The USP is that the magnesium absorbs through the skin while the child is playing, making it a convenient way to incorporate magnesium into their routine. The ad addresses the purchase barrier by showing how it can help children relax and fall asleep more easily, offering a practical solution to a common parenting challenge. # Visual style The ad's overall aesthetic is simple and casual, resembling a UGC-style video made for social media. The editing style features static shots with smooth transitions. The production quality has a UGC feel, with minimal editing and a natural presentation. The pacing is moderate. There are no recurring visual motifs. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:15 The woman introduces herself and says she has found the best thing for her sister, because her sister has a toddler and she fights her every single night, with screaming, tantrums, the full works, and she has tried everything; white noise, warm baths, even melatonin gummies. - 00:15–00:26 She continues by saying that nothing has worked, and when she saw the Magnesium Bubble Bath pop up on her Facebook feed, she sent it straight to her sister. She notes that it has magnesium in it that absorbs through the skin while the child is playing in the tub. - 00:26–00:34 The woman shares that her sister tried the Magnesium Bubble Bath, and needless to say, her niece was asleep within 30 minutes. She concludes by saying that she will be sending her sister another one and might even be getting one for herself.

# Ad summary This ad promotes Salt Lab magnesium spray. A female creator explains that she used to have restless legs, especially after long days and workouts. She says that after using the Salt Lab magnesium spray, her legs felt more relaxed, she fell asleep faster, and she woke up feeling more rested. She says that it's a product that you don't realize makes a difference until you actually use it, and that it is now a staple in her nighttime routine that she keeps on her bedside table. She notes that it's easy to travel with and is worth trying if you feel on edge. # Brand positioning Salt Lab is presented as a brand that creates simple and effective wellness products. The brand focuses on minimal ingredients, as the product contains only two ingredients. This simplicity suggests a brand positioning that values natural solutions and avoids unnecessary additives. The brand seems to target consumers looking for easy solutions that seamlessly fit into their daily routines, indicated by how easy the product is to use and travel with. This functional approach appeals to those who value practicality and simplicity in their wellness choices. # Product The advertised product is Salt Lab magnesium oil spray, designed to help relax the body and improve sleep quality. The spray contains only two ingredients: magnesium chloride and purified water, highlighting a simple and natural formulation. It is for people who experience restless legs, difficulty relaxing, or trouble falling asleep, especially after long days or workouts. The key USP is that the product promotes relaxation, helps users fall asleep faster, and reduces feelings of heaviness in the legs and body. The spray is designed for nighttime use, to be applied to the bottoms of the feet and legs before bed. A barrier addressed is that the user might not realize the product's effectiveness until it is used, and that it is easy to travel with, making it suitable for on-the-go use. The ad conveys that this product is worth trying for its ease of use and noticeable benefits in relaxation and sleep quality. # Visual style The ad has a UGC aesthetic, with a natural light and unedited feel. The creator speaks directly to the camera in a bathroom setting, giving it a personal and casual vibe. The editing style features static shots with minimal transitions, enhancing the authenticity of the content. The production quality is simple, aligning with a do-it-yourself approach that emphasizes the creator's genuine recommendation. The pacing is conversational, which makes the viewer feel like they are watching a friend's recommendation rather than a polished ad. There is no sync between the audio and visual elements. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action This is definitely worth trying. # Point of view - [object Object] # Storyline - 00:00–00:04 The creator starts by introducing the problem of restless legs and difficulty getting comfortable at night. - 00:05–00:09 She emphasizes her personal experience of restless legs, especially after long days and workouts, creating a relatable scenario for viewers who might be experiencing the same issue. - 00:09–00:16 Transitioning to the solution, the creator introduces Salt Lab magnesium spray, highlighting that it has only two ingredients: magnesium chloride and purified water. - 00:17–00:19 The creator explains how to use the spray, advising viewers to apply it to the bottoms of their feet and legs before bed, simplifying the product’s application. - 00:20–00:30 The creator shares her personal positive experience, mentioning that after a few nights of using the spray, she felt more relaxed, fell asleep faster, woke up feeling more rested, and did not have that heavy feeling all over her legs and body. - 00:31–00:38 She states that you don't realize it will make a difference until you actually use it, establishing the product as a staple in her nighttime routine, and emphasizes its convenience by mentioning she keeps it on her bedside table and that it's easy to travel with. - 00:38–00:41 In conclusion, she offers a direct recommendation, suggesting viewers try the product if they feel on edge, which reinforces the product’s potential benefits and invites action.

# Ad summary A woman demonstrates how she uses Salt Labs Magnesium Oil Rest & Recharge Spray as part of her nightly routine to help her body relax and sleep through the night. # Brand positioning Salt Labs is presented as a simple, functional wellness brand focused on using natural ingredients to help consumers rest and recharge. The brand differentiates itself through its product formulation, which only contains purified water and magnesium chloride. Salt Labs appears to occupy a niche in the market centered around accessible wellness solutions based on natural ingredients. The brand aligns with a lifestyle that values relaxation, recovery, and restful sleep, with a focus on functional ingredients. # Product Salt Labs Magnesium Oil Rest & Recharge Spray is a two-ingredient product intended to help relax the body and improve sleep. It contains only purified water and magnesium chloride. The product is applied by spraying it on the bottoms of the feet, legs, and stomach, allowing it to absorb into the skin. The product claims to help users physically relax, improve their sleep scores, sleep through the night, wake up feeling less restless and tired, aid in active recovery, and alleviate stiff and achy joints. The ad addresses the common purchase barrier of skepticism toward wellness products by highlighting the simplicity and natural composition of the spray, and highlighting the product's functional benefits. # Visual style The ad has a casual, UGC-style aesthetic, made to feel like it was filmed on a phone camera. The lighting is natural, and the setting is a typical bathroom. The editing is minimal with static shots and simple cuts. The production quality is low-fi, supporting the authentic and personal tone. The pacing is moderate. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The creator introduces the product and explains that it's her wind down life hack. - 00:05–00:12 She highlights the importance of relaxation and explains that she realized that she was holding stress in her body until she discovered the benefits of magnesium. - 00:12–00:18 The creator showcases the Salt Labs Magnesium Oil Rest & Recharge Spray and shares that she has been using the product every night. She mentions that the product is made from two ingredients: purified water and magnesium chloride. - 00:18–00:24 The creator demonstrates how she uses the product by spraying it on the bottoms of her feet, legs, and stomach and allowing it to absorb. - 00:24–00:36 She shares her positive results, stating that her aura ring scores have improved, she's sleeping through the night, and she's not waking up feeling restless or tired. She adds that it's also been helping with active recovery, stiff and achy joints. - 00:36–00:39 The creator recommends adding the product into a nighttime routine.

# Ad summary The ad features a woman talking about muscle soreness after working out and how Salt Labs muscle repair cream can help with post workout recovery. # Brand positioning Salt Labs positions itself in the market as a solution to muscle recovery after intense workouts, specifically leg day. The brand promotes a functional approach to fitness, focusing on addressing muscle soreness and tightness. They aim to provide a product that supports muscle function and relaxation, particularly targeting individuals who experience delayed onset muscle soreness (DOMS). The brand does not make comparisons to competitors; instead it focuses on the science and the physical benefits of using magnesium to alleviate tension. # Product The Salt Labs Muscle Repair Cream is designed to support post-workout recovery by addressing muscle soreness and tightness. Its key ingredient, magnesium, plays a role in muscle function and relaxation, and applying the cream after a workout helps to support recovery and reduces that tight, heavy feeling. The product is presented as a solution for DOMS (Delayed Onset Muscle Soreness), which typically hits hardest 24 to 48 hours after training, and is caused by small amounts of muscle damage or inflammation. The cream is recommended for use straight after the gym, especially after intense leg days, to improve the quality of workout sessions. The advertised product claims to aid recovery by addressing a recovery issue. # Visual style The ad has a polished UGC style. The woman is standing in front of a window with natural light. The editing style consists of quick cuts. There are no specific visual motifs and the pace is consistent throughout. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 If your legs are still sore two days after training, you're probably missing this. - 00:05–00:10 00:05–00:10 This is why you're always sore after a workout. It's called DOMS, delayed onset muscle soreness. - 00:11–00:17 00:11–00:17 It usually hits hardest 24 to 48 hours after training, and it's caused by small amounts of muscle damage or inflammation. - 00:17–00:23 00:17–00:23 But if you're staying sore for days, it's usually a recovery issue. This is where Salt Labs Muscle Repair Cream comes in. - 00:25–00:28 00:25–00:28 Magnesium plays a role in muscle function and relaxation. - 00:29–00:33 00:29–00:33 So applying it post workout helps support and recovery, and reduces that tight heavy feeling. - 00:34–00:45 00:34–00:45 I use it straight after the gym especially after a really intense leg day, and it has made a huge difference to the quality of my sessions. While training breaks your muscles down, recovery builds them back up.

# Ad summary A pilates instructor shares her experience using the Salt Lab magnesium oil spray to relieve post-workout soreness. # Brand positioning Salt Lab is a wellness brand that specializes in magnesium-based products designed to support muscle recovery and overall well-being. The brand seems to push back against the idea that recovery has to be a complex or time-consuming process, instead promoting a simple and effective solution for muscle soreness and tightness. Salt Lab's positioning is primarily functional, focusing on performance and recovery, but it also taps into the emotional benefit of feeling relaxed and recharged. The brand appears to align with a lifestyle of regular physical activity, whether through intense workouts or more gentle practices like Pilates, positioning itself as an essential tool for anyone seeking to optimize their physical comfort and recovery. # Product The Salt Lab product is a magnesium oil spray designed to help relax and recharge the body, relieving tightness and soreness. It consists of purified water and magnesium chloride and is applied by spraying it onto tight and sore areas and massaging it into the skin. The product is presented as an easy addition to any routine, suitable for use both after workouts and at night. The user is instructed to spray it on the bottoms of the feet before going to sleep. A key USP is that consistent daily use of the spray leads to noticeable differences in recovery, sleep quality, and overall body heaviness. The product is intended for anyone who experiences muscle tightness and soreness, particularly those who work out regularly or practice Pilates. # Visual style The ad has a UGC feel, with a simple and straightforward presentation. The editing is minimal, with static shots and no noticeable transitions or effects. The production quality is basic, resembling a casual, self-recorded video. The ad has a natural aesthetic. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 A woman addresses the camera, acknowledging the viewer's potential post-workout soreness and tight legs, which serves as a relatable entry point by identifying a common fitness-related discomfort. - 00:03–00:07 She holds up a black spray bottle of Salt Lab magnesium oil, which establishes her credibility by mentioning that she recommends it to her Pilates clients and highlights the product's simple formulation. - 00:08–00:11 She details the application of the spray, instructing viewers to apply it to tight and sore areas, emphasizing ease of use, and connecting the product's function to the user's needs. - 00:11–00:16 The woman continues describing how to use the product by messaging it into the skin, and explaining how it relaxes and recharges the body, shifting to the benefits of using the product. - 00:16–00:23 She offers personal use cases by describing how she uses it at night on the bottom of her feet, and after a few weeks noticed a difference in her recovery. - 00:23–00:27 She emphasizes her sleep quality, and overall body heaviness, which creates social proof by sharing positive personal results and building trust with the viewer. - 00:27–00:33 She attributes all positive changes to the product, that it's the only thing that she's changed in her routine, emphasizing the product's effectiveness as the sole driver of her improved well-being and waking up not sore, which she describes as a dream come true. - 00:34–00:38 She sets realistic expectations about consistency and daily use, which adds transparency and addresses potential purchase barriers by setting realistic expectations, and encouraging sustained commitment to achieve results. - 00:38–00:43 The woman reiterates the product's suitability for those working out or doing Pilates, positioning the product as a useful item for body recovery.

# Ad summary The ad features a woman at her desk, talking about how sitting at her desk all day makes her neck tight and turns into a headache at the end of the day. She's tried stretching and other quick fixes but nothing has worked. Then she recommends Salt Labs' magnesium muscle repair cream. She applies the cream to her neck and shoulders and has found that it is intentional and targeted and has noticed such a difference. If you sit at your desk all day, this cream is worth trying. Visit saltlaboratory.com. # Brand positioning Salt Lab is presented as a company that offers a simple, consistent, and targeted approach to solving physical discomforts that stem from tension. The brand is positioned for individuals seeking intentional solutions to alleviate aches, specifically targeting desk workers. Their value proposition lies in offering products that provide tangible relief by working on the exact area that's super tense. This approach helps people who sit at their desk all day and deal with the same tension. # Product Salt Lab Magnesium Muscle Repair Cream is a product designed to alleviate muscle tension, specifically targeting the neck and shoulders. It is intended for individuals who experience stiffness and headaches from sitting at a desk all day. The cream works by delivering magnesium directly to the affected area, providing intentional and targeted relief. It promises to be simple and consistent, leading to noticeable differences over time. The product is positioned as an effective solution for those who have tried other quick fixes without success. # Visual style The ad has a natural and casual visual style, with a clean and bright aesthetic. The editing is simple and straightforward. The production quality feels like a hybrid between UGC and a polished commercial, with the presenter appearing authentic and relatable. The shots are mostly static, with minimal camera movement. The pacing is moderate, with a focus on clear and direct communication. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Just head to.com # Point of view - [object Object] # Storyline - 00:00–00:07 The woman in the video discusses how her neck used to get tight after sitting at her desk all day, leading to stiffness and headaches. - 00:07–00:12 She mentions trying desk stretches and quick fixes, but nothing seemed to work effectively. - 00:12–00:20 The woman introduces Salt Lab Magnesium Muscle Repair Cream as a solution she started using. She puts the cream straight onto her tight neck and shoulders. - 00:20–00:28 The woman claims that the cream feels really intentional and targeted, working on the exact area that feels tense. - 00:28–00:38 The woman notes that the cream is simple and consistent, and she has noticed a difference over time. She recommends it to others. - 00:38–00:40 She promotes Salt Labs' website.

# Ad summary The ad features a woman who shares her experience with the Salt Labs magnesium spray. She explains that she used to have trouble falling asleep and waking up feeling rested. After using the spray, she noticed she was sleeping better and waking up more rested. The spray has only two ingredients and it doesn't feel sticky or leave skin feeling weird. # Brand positioning Salt Labs is positioned as a brand focused on simple, natural solutions for better sleep. The brand promotes a lifestyle of wellness and self-care, addressing a common struggle (sleep) with a straightforward, minimal-ingredient product. It is functional in its approach, highlighting the practical benefits of improved sleep quality and reduced tension, which suggests a market positioning that favors efficacy and transparency over flashy marketing. # Product Salt Labs Magnesium Oil is presented as a simple, effective solution for those who struggle with falling asleep or waking up feeling rested. It's designed to be sprayed on the soles of the feet before bed and contains only two ingredients: purified water and magnesium chloride. The product claims to promote relaxation and improve sleep quality, helping users fall asleep faster and wake up feeling more well-rested. It is non-sticky and doesn't leave the skin feeling weird, addressing potential barriers to use. The ad highlights the ease of use and the minimal time commitment required, reinforcing its accessibility and convenience. # Visual style The ad has a polished UGC feel. It is shot in selfie-style using natural lighting, giving it a more authentic and relatable feel. The editing is simple, with static shots and smooth transitions. The pacing is moderate, matching the natural speaking pace of the presenter. The overall aesthetic aims to create a sense of authenticity and trustworthiness, as if the presenter is sharing her personal experience with a friend. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with the presenter directly addressing the viewer, asking if they struggle with falling asleep or waking up feeling rested. - 00:03–00:08 The presenter introduces Salt Labs Magnesium Oil as a potential solution to her sleep issues. - 00:03–00:08 The presenter shares her personal experience using the product, noting that she didn't realize how much tension she was holding onto until she started using it. - 00:08–00:14 The presenter states the magnesium spray has only two ingredients: purified water and magnesium chloride. - 00:14–00:16 The presenter describes how to use the product and explains it should be sprayed on the soles of the feet before bed. - 00:16–00:25 The presenter continues to describe her experience using the product, explaining that for the first few nights, she felt really relaxed and that after a couple of weeks, she noticed she was sleeping a lot better and waking up more rested. - 00:25–00:31 The presenter describes that the product is not sticky or weird feeling and it helps her sleep like a baby. - 00:31–00:35 The presenter says it is one of those small things you can do that will help you wind down and make your sleep so much better. - 00:35–00:37 The presenter recommends trying the product out if you've been struggling with sleep.

# Ad summary This image ad starts with an attention-grabbing quote about magnesium tablets being ineffective and causing stomach issues. It then transitions to showcase the advertised brand as a potential solution for these problems. # Brand positioning The brand is presented as a solution for digestive health issues, specifically in relation to magnesium supplements. It positions itself as an alternative to conventional magnesium tablets, which are portrayed as ineffective and potentially harmful. The brand aims to occupy the space of providing effective and gentle digestive health products. The brand values are focused on health, well-being, and providing relief from digestive discomfort. The brand pushes against the norm of ineffective magnesium tablets by offering an alternative that is presented as a solution to stomach issues. The brand positioning is functional, focusing on the effectiveness of its product and its ability to address specific digestive problems. # Product The product is a magnesium supplement that aims to solve digestive issues experienced when taking conventional magnesium tablets. The product claims to be effective and gentle on the stomach, providing an alternative to magnesium tablets that are portrayed as ineffective and harmful. The ad addresses the purchase barrier of potential stomach upset by positioning the product as a gentle solution. The advertisement is trying to convey to the viewer that this product is worth trying because it solves the common issue of stomach discomfort associated with magnesium supplements. # Visual style The ad has a clean and minimalist visual aesthetic with a focus on natural lighting and muted tones. The production quality appears to be high, with a focus on creating a sense of authenticity. The typography is simple and legible, with a focus on clarity and readability. The overall style aligns with platform-native behaviors by using a simple, direct approach that is common in social media advertising. The visual style aims to increase scannability and stop power in the feed by presenting a clear message and visually appealing image. # Hooks Headline: I took magnesium tablets for 2 years. They did nothing # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with the statement, 'I took magnesium tablets for 2 years. They did nothing'. The intention is to grab the audience's attention by highlighting a common problem with magnesium supplements. This part of the story is told from the Customer's perspective, sharing their negative experience with conventional magnesium tablets. - The story continues with the statement, 'Actually - worse than nothing. My stomach was a mess'. The intention is to emphasize the severity of the problem and create a sense of urgency for a solution. This part of the story is also told from the Customer's perspective, emphasizing the negative impact of magnesium tablets on their stomach.

# Ad summary The ad presents a screenshot of a phone's notes app, listing various methods someone has tried for stress relief, such as wine, meditation apps, essential oils, and screaming into a pillow. Magnesium spray is listed as the final method. # Brand positioning SALT LAB is presented as a brand focused on wellness and self-care solutions, particularly through magnesium-based products. The brand is positioned as an alternative to conventional stress relief methods, offering a solution-oriented approach to managing anxiety and improving sleep. Its magnesium spray suggests a functional and modern approach to wellness, moving away from traditional or overly complex routines. # Product The product featured is the SALT LAB Magnesium Oil spray. It is presented as a potential solution for those seeking natural remedies for stress relief and sleep improvement. The product is packaged in a dark amber spray bottle, suggesting a focus on quality and preservation of ingredients. The product aims to alleviate stress and promote sleep through a magnesium-based formula, offering a convenient and easy-to-use application method. # Visual style The ad adopts a minimalist and platform-native aesthetic by mimicking the look of a smartphone notes app screenshot. The production quality appears simple, resembling user-generated content (UGC). The typography is clean and basic, resembling default phone fonts. The color palette is limited to black, white, and amber, which emphasizes a sense of simplicity and functionality. # Hooks Headline: Things I've tried for my sanity # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a list titled "Things I've tried for my sanity," which immediately establishes the feeling of stress and the pursuit of stress relief. The viewer sees this from the perspective of someone who has tried various popular relaxation methods, such as wine, meditation apps, essential oils, and screaming into a pillow. - The list continues to suggest magnesium spray as a potential solution. This introduces the product as an alternative for people seeking new methods for stress and anxiety relief. The viewer sees this from the perspective of someone who is still open to finding effective solutions. - The SALT LAB Magnesium Oil spray is showcased with its label visible, subtly promoting the product as a reliable and readily available option. This provides a visual cue for the viewer to consider this product as part of their self-care journey. The viewer sees this from the brand's perspective.