Your water is missing something
StrategyHooksCreativeCTADeliverablesGuardrailsNotes
WWellspring

Your water is missing something

Make the clean dissolve the visible differentiator, for the solution-aware comparison shopper.

Due Jun 22, 2026Problem–SolutionStaticSolution-awareMeta1:14:5Updated Jun 15

Strategy

Big ideaThe clean dissolve is the differentiator made visible: a glass of plain water beside a glass with Wellspring fully dissolved clear, with the zero-sugar, clinical-ratio cue.
PersonaActive, gym-going or chronically tired adult who drinks plenty of water but still feels flat and suspects they're missing electrolytes.

Hooks

  1. 1You can drink a gallon of water and still feel flat. Here's the missing part.
  2. 2Clear water in, clear water out. Just the electrolytes you're missing.
  3. 30g sugar. Dissolves clean. Actually balanced.

Alternative openings to test, one variant for each (same ad, swap the hook).

Creative

1:1

Your water is missing something

A clinical electrolyte ratio with zero sugar that dissolves clear, so you absorb what plain water can't give you.

VisualTwo tall glasses side by side on a clean counter. The left is labeled 'water', the right 'water + Wellspring', and both look crystal clear to prove it dissolves invisibly. A single Wellspring stick rests in front.
LayoutHeadline top center, subhead below in muted grey. '0g sugar' and 'clinical ratio' as two small chips near the right glass. Logo bottom center. Keep on-image text light for Meta. Export 1:1 and 4:5.

CTA

Try your first box of Wellspring free.

Deliverables

  • •1x 1:1 and 1x 4:5 from one artwork
  • •2x headline variants as separate files
  • •1x lifestyle variant with the glass in hand post-workout

Do’s & Don’ts

Do

  • +Make 'dissolves clear' obvious, both glasses must read clean
  • +Keep on-image text minimal for Meta's ratio
  • +Show the stick pack so the format is clear

Don’t

  • −Don't make hydration or health claims beyond electrolyte replenishment
  • −Don't put a sugar claim on screen that contradicts the label
  • −Don't use medical or performance-cure language

Notes

Companion to the UGC dissolve demo, the same proof in static form. Both glasses reading clear is the point, it shows the mix dissolves without coloring the water.