The Best Ads for Healthy Soda

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This is Marketing Fodder. The newsletter that gives you inspiration for your Meta ads.

Today, we’ll be examining the ads of:

1. Poppi

2. Culture Pop Soda

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MAIN
The New Soda

Trends:

According to Google Trends, US search interest (over the last five years) for “Healthy Soda” looks like this:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Think about it like this: a feature makes the product better but a benefit makes the customer’s life better. Features typically describe a physical aspect of the product, while benefits describe a change in the emotional state of the customer.

Alright, let’s see how these companies market their healthy soda:

#1: Poppi

Why this ad works:

• The ad copy does a great job of making this healthier version of cream soda sound delicious. The idea of it being sent from the heavens to your fridge entices the viewer with humor and curiosity.

• The image reenforces the theme of the soda being heavenly and the stacked cans make it eye-catching.

• “soda for the next generation” is a nice encapsulation of the product’s value, but I would include a URL above the headline and also a description section that lists the sugar content and why this soda is healthier than traditional soda.

#2: Culture Pop Soda

Why this ad works:

• The first line of the ad copy is superb: “Skip the sugar, lose the stevia.” This is the perfect way to tell the target customer that this soda solves two major issues facing soda drinkers. The first issue is that traditional soda has too much sugar and second issue is that stevia based sodas often have an unpleasant taste or aftertaste.

• The image is a screenshot from a video, but is a great example of using bold text and negative space to highlight the main value proposition of the product (perfect sweetness).

• “Meet your new daily drink” is, essentially, a call-to-action and a great headline to include near the “Shop Now” button. Like the previous ad, I would include a URL above it, and more info about the exact amount of sugar in the space below the headline.

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin