22
Brands Analysed
4,305
Ads Tracked
3,343
Videos Indexed
6,507
Images Indexed
9,850
Assets w/ Metadata
Foreplay API Intelligence — Market Benchmarks (April 2026)
Analysis of 4,305 ads across all 22 brands via Foreplay Public API. Includes running duration (performance proxy), emotional drivers (scored 1–10), format mix, and pain point extraction.
Format Mix (all 22 brands)
| Format | Ads | % of Market | Brainzyme® Target |
|---|---|---|---|
| DCO (Dynamic Creative) | 2,687 | 62.4% | 40% |
| VIDEO | 951 | 22.1% | 35% (above market) |
| IMAGE | 520 | 12.1% | 20% |
| DPA | 110 | 2.6% | — |
| CAROUSEL | 30 | 0.7% | 5% |
Emotional Driver Benchmarks (4,115 scored ads)
| Driver | Market Avg | Brainzyme® Target | Strategy |
|---|---|---|---|
| Empowerment | 5.58 | 6.5 | Match market |
| Security | 5.15 | 5.5 | GMP, Scotland, 365-day returns |
| Esteem | 5.13 | — | Secondary |
| Competence | 4.72 | 7.5 | DIFFERENTIATOR — own this |
| Achievement | 4.26 | 7.0 | "Get More Done" alignment |
| Authority | 3.09 | 5.0 | 2,000+ doctors — above avg |
Top Proven Hooks (Longest-Running Ads)
| Days | Brand | Format | Hook |
|---|---|---|---|
| 321d | Swolverine | VIDEO | Founder intro: "I am Mitch, I am Swolverine" |
| 243d | Innermost | IMAGE | "34g Of Protein Per Serve" — spec-led |
| 190d | Swolverine | DCO | "Unleash Your Real Potential" — aspirational |
| 179d | Innermost | VIDEO | "92% Saw Stronger Hair & Nails" — stat-led |
| 146d | Swolverine | IMAGE | "Build, Sleep, Slay" — rhyming triple |
| 138d | Swolverine | VIDEO | "Cleaner All Natural Ingredients" — purity |
| 95d | Vital Proteins | VIDEO | "Stay Vital" — brand mantra |
| 83d | Peach Perfect | VIDEO | "Ladies if you're not seeing results..." — blame shift |
Competitive White Spaces (Brainzyme® Opportunities)
Pain points where Brainzyme® has strong product-market fit but competitors barely show up.
Brain Fog — Only 116 ads, 5 brands
Brainzyme® is literally the brain fog supplement. Massively underserved despite being a core target audience pain point.
Procrastination/Productivity — Only 65 ads, 7 brands
"Get More Done™" tagline alignment. Uncontested by supplement brands — productivity is usually positioned by tech/SaaS brands.
Caffeine Replacement — Only 79 ads, 9 brands
PRO™ positioned as coffee alternative. Huge consumer pain point, surprising low competitor presence.
Memory/Cognitive — Only 98 ads, 11 brands
Core Brainzyme® benefit territory. Competitor presence is weak and mostly adjacent (nootropic claims).
Focus/Concentration — 279 ads, 16 brands
Mostly fitness/athletic context (pre-workout focus). Brainzyme® owns cognitive focus — different angle entirely.
Most Contested Pain Points (stay out or differentiate)
| Pain Point | Ads | Brands | Brainzyme® Strategy |
|---|---|---|---|
| Muscle/strength | 1,437 | 22 | AVOID — not cognitive territory |
| Hair/skin/nails | 1,273 | 20 | AVOID — beauty niche |
| Weight/metabolism | 1,117 | 19 | AVOID unless GLP-1 cognitive angle |
| Energy/fatigue | 899 | 20 | DIFFERENTIATE — "mental energy" angle |
| Bloating/gut | 848 | 18 | DIFFERENTIATE — ELITE™ gut-brain axis |
| Hormones/menopause | 614 | 15 | OWN — perimenopause brain symptoms |
Positioning Map
PREMIUM
ACCESSIBLE
SCIENTIFIC
EMOTIONAL
Wild Nutrition
Ancient+Brave
Innermost
Happy Mammoth
Wellgard
BRAINZYME?
Format Distribution
| Format | Ancient+Brave | Happy Mammoth | Wild Nutrition | Wellgard | Innermost |
|---|---|---|---|---|---|
| UGC Video Thumbs | 60% | 40% | 65% | 55% | 0% |
| Product Hero/Static | 10% | 10% | 10% | 35% | 20% |
| Illustration/Graphic | 0% | 50% | 0% | 0% | 0% |
| Comparison/Infographic | 0% | 0% | 0% | 0% | 80% |
| Promo/Offer | 10% | 10% | 0% | 0% | 0% |
| Brand Film | 20% | 0% | 25% | 10% | 0% |
Hook Type Heat Map
| Hook Type | A+B | HM | WN | WG | IM |
|---|---|---|---|---|---|
| Curiosity-gap | High | Med | Low | Low | Low |
| Age-specific pain | High | High | Med | Low | Low |
| Testimonial/transformation | Med | High | Low | Med | Low |
| Problem-agitation | Low | High | Low | Low | Low |
| Us vs. Them comparison | Low | Med | Low | Low | High |
| POV / TikTok native | Low | Low | High | Med | Low |
| Urgency / scarcity | Low | High | Low | Low | Low |
| Recipe / lifestyle | Med | Low | Med | Low | Low |
| Feature / ingredient | Med | Low | Low | Med | High |
| Emotional / revenge | Low | Med | Low | High | Low |
Pain Points Addressed
| Pain Point | Brands Addressing It | Intensity |
|---|---|---|
| Menopause weight gain | Happy Mammoth, Ancient+Brave | Very High |
| Hormonal imbalance | Happy Mammoth | Very High |
| Hair loss / thinning | Wellgard | High |
| Ageing skin / collagen loss | Ancient+Brave, Wild Nutrition | High |
| Fatigue / low energy | Ancient+Brave, Wellgard | Medium |
| Bloating / gut issues | Happy Mammoth | High |
| Cortisol / stress weight | Happy Mammoth | High |
| Fertility | Wild Nutrition | Medium |
| Sleep quality | Ancient+Brave | Medium |
| Muscle / strength loss | Innermost, Ancient+Brave | Low-Med |
Brand Summary
| Brand | Country | Images | Positioning | Primary Products | Target |
|---|---|---|---|---|---|
| Ancient+Brave | UK | 71 | Ultra-premium ritualistic | Collagen, Creatine, Magnesium | Women 40-60 |
| Happy Mammoth | AU/UK | 55 | Aggressive direct-response | Hormone Harmony, Gut Repair | Women 35-55 |
| Wild Nutrition | UK | 61 | Premium nature-inspired | Collagen, Fertility, Multivitamins | Women 30-50 |
| Wellgard | UK | 65 | Accessible, social-savvy | Hair Gummies, MyJourney, Cordyceps | Women 25-40 |
| Innermost | UK | 5 | Science-forward functional | The Strong Protein (creatine blend) | M&F 25-40 |
| US BRANDS | |||||
| Alani Nu | US | 9 | Glossy lifestyle (single campaign visible) | Energy drinks (Lime Slush flavour visible) | Young women |
| Peach Perfect | US | 2 | Video-dominant (logo only in statics) | No products visible in captured statics | Unknown |
| Women's Best | US/AT | 13 | Activewear/apparel (not supplements) | Sports bras, leggings, crop tops | Women 18-35 |
| Grüns | US | 16 | GLP-1 companion + gut health gummies | Superfoods Greens Gummies, Immün Immunity Gummies | GLP-1 users, general wellness |
| MaryRuth Organics | US | 13 | Multi-product liquid/gummy vitamins | Hair Formula, Multimineral, Immunity, Iron, Eye Care, Vitamin C | Families |
| Create Wellness | US | 13 | Creatine + electrolytes combination | Stick packs (3 flavours), Creatine Gummies | Active adults |
| Naked Nutrition | US | 15 | Single-ingredient transparency | Naked Whey (hero), Naked Creatine, Naked Gut | Male-skewed (from imagery) |
A+B
Ancient + Brave
Visual Identity
- Dark forest green, amber/gold, cream, chocolate brown
- Amber glass apothecary jars with gold geometric labels
- Moody, warm-lit, editorial quality photography
- Elegant serif + italic combination typography
Hook Types Used
- Curiosity-gap: "What no one tells you about collagen"
- Age-specific: "How creatine helped me in my 50s"
- Value justification: "75p a scoop"
- Recipe/lifestyle: "Delicious Protein Breakfast Smoothie"
- Myth-buster: "Collagen made simple..."
Products Advertised
- True Collagen (hero product)
- True Creatine+ (destigmatising creatine for women)
- True Magnesium+ (sleep/fatigue)
- True Nightcap (evening ritual)
- True Hydration (clean electrolytes)
- The Ritual Set (unboxing, gold spoon)
Offer Strategy
- "20% OFF YOUR NEW RITUAL when you subscribe"
- Free exclusive gifts with subscription
- Subscription-first model
- Price anchoring: "75p a scoop"
Key Insight for Brainzyme
Ancient+Brave proves creatine for women WORKS as a messaging angle for 40-60 year olds. Their "ritual" framing elevates from commodity supplement to self-care luxury. The amber glass packaging signals "this is not your boyfriend's creatine powder." Davina McCall partnership demonstrates that a trusted, age-appropriate ambassador transforms credibility. However, their premium price point creates white space for a more accessible entry.
Ad Gallery
HM
Happy Mammoth
Visual Identity
- Hot pink, white, beige, red accents
- Amber glass jars + white boxes with pink accents
- Heavy cartoon/vector illustrations
- Extra-bold sans-serif, colour highlighting keywords
Hook Types Used
- Problem-agitation: "THIS IS WHY I WAS GETTING HEAVIER"
- Age-specific: "MY MENO-BALLOON ERA IS OVER"
- Statistics: "86% said they lost weight"
- Scale social proof: "2.8M WOMEN AGREE"
- Urgency: "BREAKING: Nearly GONE! ORDER NOW"
- Cortisol hook: "Your Cortisol Weight Emergency Plan"
Products Advertised
- Hormone Harmony (hero)
- Metabolic Harmony
- Complete Gut Repair
Compliance Observations
- Uses illustrations instead of real before/after (policy workaround)
- "Individual results may vary" on every ad
- Statistics appear unsubstantiated
- Body shaming imagery (cellulite close-ups)
- Fake scarcity tactics ("nearly gone" warehouse photos)
Key Insight for Brainzyme
Happy Mammoth is likely the highest ad spend brand in this set. They use ILLUSTRATIONS instead of real before/after photos to sidestep Meta's body image policies. Brainzyme should NOT copy this approach (ASA compliance risk), but should study the emotional triggers: cortisol anxiety, menopause frustration, "doing everything right but still gaining weight." These are real pain points addressable with compliant, science-backed messaging.
Ad Gallery
WN
Wild Nutrition
Visual Identity
- Deep burgundy, dark green, cream, charcoal
- Amber glass jars with minimal white labels
- Dark, atmospheric, botanical still-life photography
- Classic serif font, generous spacing
Hook Types Used
- POV format: "POV: I started taking Collagen 500 Plus"
- Life-stage: "FERTILITY SUPPORT"
- Founder/expert content (Henrietta Norton)
- Aspirational: "Evolve wildly"
- Lifestyle integration (product visible but not centred)
Products Advertised
- Collagen 500 Plus
- Fertility Support (for Women)
- Multi-nutrient range
- General "For Women" line
Target Audience
- Women 30-50, educated, wellness-literate
- Fertility, perimenopause, general vitality
- Values natural, organic, "food state" nutrients
- Higher income bracket
Key Insight for Brainzyme
Wild Nutrition represents "quiet luxury" — conspicuously understated with no statistics, no urgency, no bold claims. Their "Food Grown" messaging is a unique differentiator. The TikTok-native "POV:" format shows adaptation to younger audiences while maintaining premium positioning. Demonstrates you CAN sell supplements without shouting — but you need packaging, photography, and brand equity to pull it off.
Ad Gallery
WG
Wellgard
Visual Identity
- Bright yellow (signature), lime green, hot pink
- Neon green/yellow gummy bottles with pink lids
- Bold sans-serif for headlines
- Union Jack on packaging (UK provenance)
Hook Types Used
- Emotional/revenge: "Even my ex-husband asked about my hair"
- Hack/tip: "PROTEIN HACK" (TikTok native)
- Benefit-led: "Feel energised, balanced, supported"
- Feature list: "Biotin Strength | Natural | 60 Gummies"
Products Advertised
- Vegan BioHair Gummies (hero)
- MyJourney multivitamin (menopause/energy)
- Cordyceps (mushroom, energy/immunity)
Creative Testing Strategy
- Same headline across multiple ad variations
- Diverse UGC creators (age, ethnicity, style)
- Classic A/B testing with emotional hooks
- Phone videos in kitchens/bathrooms (genuine feel)
Key Insight for Brainzyme
Wellgard's "ex-husband" creative series is a meme-format hook using relationship dynamics to sell hair supplements — pure Meta/TikTok native copywriting. Multiple variations of the same emotional angle suggest strong performance. Diverse UGC creators show wide-net casting. Demonstrates that a single emotional insight (confidence/self-worth through visible results) can iterate across many creatives without feeling stale.
Ad Gallery
IM
Innermost
Visual Identity
- Clean white/grey backgrounds, black packaging
- Matte black resealable pouches
- Modern sans-serif, icon-based ingredient callouts
- Clean studio shots, comparison layouts
Hook Types Used
- Us vs. Them: "Other Protein Powders VS The Strong Protein"
- Ingredient authority: "6-IN-1" breakdown
- Social proof: "Over 10,000 Happy Customers"
- Price comparison: "£28 vs £24"
Key Insight for Brainzyme
Despite limited data, Innermost's "6-in-1" messaging and comparison format is a proven direct-response template. Including creatine IN a protein blend (rather than standalone) is a smart way to normalise creatine for a broader audience without the "bodybuilder" stigma. Explicit price comparison (cheaper AND better ingredients) directly addresses purchase objections.
Ad Gallery
AN
Alani Nu
What We See (Visual Identity)
- Vivid colour-matched backgrounds: neon green + hot pink
- Very high production value studio photography
- Glamour styling: manicured nails, statement rings, accessories
- Poolside/summer lifestyle with palm trees
- Some duplicates in the set (3-4 unique compositions)
What We See (Ad Formats)
- Product hero: can with colour-matched slush drink and lime props
- Lifestyle: 3 young women in swimwear holding cans poolside
- In-use: pouring can into glass on beach towel
- Hand reach: manicured hand reaching for can (desire/aspiration shot)
- No text overlays or copy — pure visual ads
What We See (Products)
- Only one product visible: "Alani Nu Energy" can in Lime Slush flavour
- 12 fl oz can with green lime pattern design
- Paired with matching green slush drink in clear cups
- No other products, SKUs, or supplements visible
PP
Peach Perfect
What We See
- Image 1: Video player UI controls (not an ad creative — a UI capture)
- Image 2: Peach Perfect logo only (red retro text in peach/heart shape, cream background)
- No product shots, no ad copy, no lifestyle imagery captured
- This brand runs almost 100% video ads on Meta
Limitation
- Our extraction captures static images and video thumbnails only
- Peach Perfect's creative strategy cannot be assessed from these 2 captures
- Would need video download (TikTok Creative Center or manual) for real analysis
WB
Women's Best
What We See (Visual Identity)
- Neutral studio backgrounds (grey, beige, warm tones)
- Professional model photography, diverse casting
- Heart-shaped "WB" logo on all garments
- Clean, fashion-forward aesthetic — not supplement branding
- One UGC-style shot: woman flexing outdoors in branded shorts
What We See (Ad Copy)
- "JUST DROPPED — SMOOTH CONTOUR" (new collection launch)
- "DISPO DÈS MAINTENANT" (available now — French)
- "Emphasize — Designed to sculpt your shape"
- "JETZT LIVE" (now live — German)
- "OFFRES BLACK FRIDAY — JUSQU'À -80%"
- "10TH BIRTHDAY SALE — 10 YEARS STRONG"
What We See (Products)
- Sports bras (black, ribbed)
- Crop tops (white, coral, long-sleeve)
- High-waisted leggings (black)
- Branded shorts with circular logo watermark
- One shaker bottle visible (Black Friday ad) — only hint of supplements
- No supplement products, tubs, or packaging visible
GR
Grüns
What We See (Visual Identity)
- Green bear-shaped gummy as hero mascot throughout all ads
- Green + gold brand colours on cream/warm backgrounds
- Green single-serve sachets with bear face logo
- Mix of polished product shots AND lo-fi meme format
- Bold sans-serif headlines, conversational tone
What We See (Ad Copy & Hooks)
- "Ozempic's New Bestie" — direct GLP-1 companion positioning
- "Hello Daily Poops" / "Poop more" — unfiltered gut health messaging
- "Your Sign to Eat More Fiber"
- "Hitting a Calorie Deficit?" — cravings control, regularity, satiety
- "Men on GLP-1 be like" — meme format (stick figure cartoon)
- Without/With comparison: bloat vs happy gut, 20+ vitamins
- Microbiome science: PMCID citation, cognitive performance claims
- Customer testimonial (Heather) about GLP-1 + Grüns experience
- "20,000+ Reviews" social proof
- "6g of prebiotic fiber to get things moving"
What We See (Products)
- "Grüns Superfoods Greens Gummies" — sugar-free, made in USA
- "Immün 13-in-1 Immunity Gummies" — sister product (Sour Pineapple flavour, orange pack)
- Green bear gummy is the iconic product shape
- Single-serve sachet format prominent
MR
MaryRuth Organics
What We See (Visual Identity)
- Retro illustrated woman logo on every product (consistent brand mark)
- Colour-coded backgrounds matching each product: blue (immunity), purple (iron), deep blue (hair)
- Mix of product pack shots (bottle + box) and branded ad creatives
- Bold white headline text on coloured backgrounds
- One UGC-style photo: woman with child at waterfall
- Certifications visible on packaging: Vegan, Dairy Free, Gluten Free, Sugar Free
What We See (Ad Copy & Hooks)
- "THICKER, STRONGER HAIR" — with SesZenBio ingredient callout
- "Support Immunity This Season & Next" — hand holding gummy
- "For Healthy Oxygen Levels" — Vegan Liquid Iron
- "2 Month Supply" — value framing on Vitamin C Gummies
- "Bedtime Routine, No Melatonin, Bone Health" — on multimineral
- "Formulated for the Whole Family" on packaging
What We See (Products)
- Daily Liquid Hair Formula (Blueberry Pomegranate, 16 fl oz)
- Liquid Nighttime Multimineral (Coconut Dream, 32 fl oz) — with magnesium
- Vitamin C Gummies (Orange, 60 gummies)
- Immunity Gummies (Raspberry Lemonade, 90 gummies)
- Eye Care Gummies (Strawberry, 90 gummies) — with Lutein & Zeaxanthin
- Vegan Liquid Iron (Berry, 15.22 fl oz)
CW
Create Wellness
What We See (Visual Identity)
- Orange asterisk/starburst logo mark
- Vibrant colour-coded products: pink (Watermelon), green (Lemon Lime), peach (Passionfruit), blue, orange
- Clean modern design with soft gradients
- Mix of studio product shots and hand-held in-use imagery
- Fruit photography as flavour cues (watermelon slices, passion fruit, limes)
What We See (Ad Copy & Hooks)
- "Meet Creatine + Electrolytes" — "A first-of-its-kind system for all-day performance"
- "Your GLP-1 Add-On" — "Now at Target" (retail presence)
- "STOP! You Found Your Dialed In Supplement Stack" — 5g creatine, sugar-free, caffeine-free
- "Ingredients that work better together" — 5g Creatine, 800mg Electrolytes, 1000g Taurine
- "Salt helps your body absorb creatine faster" — science angle
- "Two Products. One Stick." — convenience/simplification
- "Bundle & Save Up to 20% — Starter Pack"
What We See (Products)
- Creatine + Electrolytes stick packs (3 flavours visible: Watermelon, Passionfruit, Lemon Lime)
- Creatine Monohydrate Gummies (multiple colour tubs: orange, pink, blue, green)
- Variety Pack pouch (containing all 3 stick pack flavours)
- Claims on packaging: "Support Hydration, Improve Recovery, Increase Energy, Boost Cognition"
NN
Naked Nutrition
What We See (Visual Identity)
- Clear glass jar packaging showing actual powder inside — literal transparency
- Dairy farm/pasture backdrop with cows (provenance storytelling)
- Black and white minimal label design: "NAKED WHEY" in bold sans-serif
- Male hands/body in lifestyle shots (gym dumbbells, beach bag)
- Clean white/marble counter product photography
- Blue tub for "Naked Gut" product
What We See (Ad Copy & Hooks)
- "Only One Ingredient" — "Grass-Fed Whey From Small GMO-Free Dairy Farms"
- "100% Premium Grass-Fed Whey With Nothing to Hide"
- "Premium Nutrition In Every Scoop" — build lean muscle, improve body composition, no artificial sweeteners
- "NOW FSA + HSA ELIGIBLE" via Truemed / "Save Up to 30% with FSA/HSA"
- Spanish: "Whey pura. Mayor confort digestivo." / "Proteína, no aditivos"
- German: "Dein Körper braucht Protein, keine Zusätze"
What We See (Products)
- Naked Whey (clear glass jar, dominant — appears in majority of ads)
- Naked Creatine (purple/blue label, shown in gym setting with dumbbells)
- Naked Gut (blue tub, man putting it in bag at beach)
- Scooping powder into jar shown in close-up
- Packaging text: "100% Premium Creatine Monohydrate — Nothing to Hide"
White Space Opportunities
1. The "Science-Backed but Accessible" Gap
Ancient+Brave and Wild Nutrition own premium. Happy Mammoth owns aggressive direct-response. Nobody occupies the middle ground of credible science, accessible price, approachable tone. This is Brainzyme's natural position.
2. Creatine for Women — Under-Exploited
Only Ancient+Brave actively pushes creatine for women (luxury positioning). Innermost blends it into protein. Massive white space for affordable, women-first creatine with brain + bone benefits framing for non-gym women.
3. Gen Z is Being Ignored
Every brand targets 35-55. Nobody speaks to 20-30 year olds about preventative supplementation. TikTok-native content (POV, "hack" language) is used sparingly but not as primary strategy.
4. Gut-Brain Connection — Uncontested
Happy Mammoth talks gut. Ancient+Brave talks brain. NOBODY connects gut and brain — which is Brainzyme's unique territory with GABA precursor and gut-brain axis messaging.
5. Electrolytes — Clean Positioning Available
Ancient+Brave's True Hydration is the only electrolyte product. The clean electrolyte space for women is wide open.
Creative Approaches
Adopt
- Age-specific video testimonials (from Ancient+Brave)
- UGC creator diversity across age/ethnicity (from Wellgard)
- Comparison infographic format (from Innermost)
- Value reframe: "Less than a coffee per day" (from Ancient+Brave)
- POV: TikTok-native format (from Wild Nutrition)
- Single-insight iteration with many creatives (from Wellgard)
Avoid
- Illustrated before/after bodies (ASA compliance risk)
- Exaggerated unsubstantiated statistics
- Fake urgency/scarcity ("Nearly GONE!" warehouse photos)
- Body shaming imagery (cellulite close-ups)
- Over-discounting (devalues brand, attracts low-LTV)
Recommended Creative Mix for Launch
| Format | % of Mix | Rationale |
|---|---|---|
| UGC video (9:16 vertical) | 40% | Highest engagement across all brands |
| Product comparison infographic | 20% | Proven by Innermost, low production cost |
| Lifestyle/recipe content | 15% | Ancient+Brave model, builds brand |
| Product hero with benefit overlay | 15% | Wellgard model, clear messaging |
| Offer/promo | 10% | Subscription-first, value reframe |
Product-Specific Creative Angles
Women's Creatine
- Lead with brain and bone benefits, not muscle
- "75p a day" value anchor (Ancient+Brave proven)
- "What I wish I'd known about creatine at 35"
- "What no one tells you about creatine for women"
- "Creatine vs collagen — which should you take first?"
Collagen
- Competitive space (A+B, Wild Nutrition both active)
- Differentiate: plant-powered/vegan alternative
- "Why I switched from collagen peptides to [plant-based]"
Electrolytes
- "No artificial sweeteners, no stevia aftertaste"
- Occasion-based: morning, post-workout, peri hydration
- Minimal competition in this space
Appetite / Cravings
- AVOID Happy Mammoth's aggressive approach
- Frame as energy management, blood sugar balance
- "Why you crave sugar at 3pm (and what to do instead)"
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Competitor Vault
Competitor Vault: curated competitor ads for benchmarks and layout references. Heart to favourite, star to promote to template.