Ads Breakdown of a $100M+ Supplement Brand

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

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• Sharing what I've learned

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet (this issue)

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Here’s a comparison (although I don’t think it’s 100% better than the other tools but still powerful)

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Grüns has grown to $100M+, and their paid ads are a big part of that success.

But why are their ads so effective?

Let’s break it down.

Before we dive into some great Grüns Ads, let’s talk about one thing they’re really smart at. They have clear enemies.

They’ve positioned themselves against their “enemies”

One of the smartest things they’ve done is positioning themselves against multiple "enemies."

• Enemy #1: Traditional ”Greens” – They frame green veggies as boring and something most people avoid eating

• Enemy #2: Powders and Supplements - They’ve understood the fact that powders as nasty, chalky, and a chore to drink.

• Enemy #3: AG1 – Their ads subtly take jabs at Athletic Greens (AG1), making themselves the better alternative.

This approach keeps them in the middle of the funnel—where people are already considering supplements but aren’t fully sold. They just need a nudge in the right direction.

And that nudge? It’s simple:

Grüns is tasty. Grüns is healthy. Grüns is better.

This brings us to how they’re doing this with Ads.

Let us break down some of their best Ads…

Ad #1: The “Reaction Video” Strategy

This ad is as simple yet powerful—just handing people the product and capture their real reactions.

Why it works:

• Real reactions feel more credible than scripted testimonials. This shows authenticity.

• If people love it on camera, viewers assume it must be good.

• FOMO kicks in. Seeing others enjoy it makes you want to try it too.

What you can learn:

• If people love your product, SHOW it. Street-style reaction videos are cheap to make but highly effective.

• No fancy production? No problem. Just record people trying it for the first time.

Ad #2: The “Parents’ Shortcut” Angle

Getting kids to eat their veggies is a battle.

But Grüns flips the script with an ad that shows a kid happily playing with their greens—as if it’s candy.

The message is simple:

“Eating veggies made simple and tasty.”

This is a genius move because:

• It reframes the problem. Instead of “How do I get my kid to eat vegetables?”, the ad makes parents think, “Wait, could this be easy?”

• It taps into effortless health psychology. Parents want to feel like they’re making good choices without a fight.

• It uses real, unfiltered imagery. The candid visual of a kid makes it feel real.

Why it works:

• Pattern disruption—Seeing a kid excited about greens flips expectations, stopping the scroll.

• Emotional relief for parents. No nagging, no negotiating—just a simple fix.

• The testimonial builds more credibility.

What you can learn:

• Show your product solving a real frustration instead of just listing benefits.

• Use human, natural moments that feel authentic (this is where AI struggles, yet).

• Make the solution feel effortless—that’s what people want.

Grüns isn’t selling nutrition here—they’re selling peace of mind for parents. And that’s a winning ad.

Ad #3: Bold Visuals

This ad takes a completely different approach from traditional supplement marketing. It leans into bold, high-contrast visuals, with a testimonial.

Why it works:

• The red lips (desire, indulgence) against the green gummy (health, freshness) create a strong contrast that instantly grabs attention.

• The close-up shot makes the gummy feel real, enjoyable, and almost luxurious—saying this isn’t just another supplement.

• The styling looks more like a beauty or luxury ad, making it feel aspirational rather than just another health product.

What you can learn:

• High-contrast visuals stand out. Unexpected pairings make people stop scrolling.

• Taking inspiration from other industries will help you differentiate your product.

• Sell an experience, not just the product, like they made greens feel effortless, indulgent, and something worth having.

It’s a simple but effective way to differentiate a product category that usually feels boring.

Thanks to our partners who support this newsletter.

Ad #4: The “Best Poop of My Life” Hook

This ad hits you with an unexpected, slightly absurd hook right away:

“My poops have never felt this good.”

You hear that, and you’re listening now.

(Plus, she looks like Jessica Alba😅, it’s not her—but for a split second, I fell for it. Men and their stupid crushes)

Why it works:

• They’re disrupting the pattern. Nobody expects an ad to start with someone talking about poop satisfaction, which makes it impossible to ignore.

• Digestion, bloating, and feeling lighter are real concerns for people—this ad makes gut health feel easy.

• It doesn’t take itself too seriously, using humor to keep it engaging and memorable.

What you can learn:

• Don’t be afraid to use bold, slightly weird hooks. They make people stop scrolling.

• Tap into real benefits in a way that stands out. Everyone talks about gut health, but nobody says this.

Grüns turned a simple testimonial into an ad you can’t ignore.

Ad #5: Elaborating on the pain caused by “Enemy”

This ad taps into one powerful insight—powders can be a messy, inconvenient hassle. Grüns just makes it effortless.

“Getting your greens shouldn’t make a mess.”

From the start, the ad positions Grüns as the cleaner, simpler alternative, wrapped in humor and engaging storytelling.

Why it works:

• They use Problem-first storytelling. The ad starts with the struggle, making it instantly relatable for anyone who has ever fumbled with a tub of greens powder.

• The fast pace, humor, and exaggerated scenarios make the ad engaging while subtly selling key points.

• Instead of listing endless ingredients, the ad reassures viewers: Grüns has everything you need—without the mess.

What you can learn:

• Research deeper and find a real frustration. If people already dislike something about competitors, call it out.

• Make ads entertaining. The ad sneaks in facts about nutrients, adaptogens, and prebiotics without feeling like a lecture.

• Positioning your product as the simpler choice makes it easier for customers to say yes.

Grüns took one insight and created this ad.

Few more ads I found interesting:

Ad #6: Switching from a competitor

• This ad makes the choice obvious. Pills are hard to swallow and can upset your stomach, while Grüns gummies are easy, tasty, and complete.

• The split-image instantly highlights the difference, making it clear why gummies are the better choice.

Ad #7: Positioning as best alternative

• This ad crowns Grüns as the best by visually stacking it above all other fruits and veggies, reinforcing its superiority.

• It is again solving a common parent struggle. The phrase "Escape the Veggie Wars" speaks directly to parents who struggle to get their kids to eat healthy—Grüns makes it easy.

Ad #8: The “Classic Us vs Them”

• Clear Enemy Framing. The side-by-side comparison of pills vs. gummies makes the decision effortless—why struggle with pills when you can enjoy your nutrition?

• Highlighting that 50% of adults struggle with pills reinforces the problem, making Grüns the natural, easy solution.

Ad #9: The Direct Comparison Showdown

• This ad makes AG1 the enemy, showing that Grüns is cheaper, tastier, and more convenient.

• Clear, Visual Comparison by Splitting the image into gummy vs. AG1 highlights everything people dislike about AG1—mess, prep time, and bad taste.

Key Takeaways from Grüns' Paid Ads

Grüns is winning with paid ads, and here’s what you can learn:

• Find an enemy. The best ads position their product against a clear villain. Grüns takes on green powders, pills, and AG1, making the choice feel obvious. A strong enemy makes your product the hero.

• Lean into psychology. Get deeper into psychology. They found people stick with products that feel enjoyable. Grüns does this by making greens taste like candy, turning a daily habit into a treat.

• Understand real struggles. Great ads solve problems people actually face. Grüns taps into a common parent struggle—getting kids to eat veggies—by showing kids enjoying their gummies, making it an easy choice for parents. They do the same with greens powders, highlighting how messy and inconvenient they are, making gummies the obvious solution.

• If possible use real reactions. People trust what they see, not just what they’re told. Grüns captures authentic first-time reactions, making the product feel real and desirable.

• Master your visuals. Ads don’t need big budgets, but they do need scroll-stopping imagery. High-contrast shots, clever product positioning, and playful hooks make Grüns stand out.

• Use unexpected hooks. Pattern disruptions like humor, or bold statements make people stop scrolling and pay attention.

Make the choice feel obvious. A great ad doesn’t just sell a product—it eliminates doubt. Grüns makes greens taste better, easier, and more fun than the alternatives, so choosing them feels like the only right answer.

Happy Growing with Paid Social,

Aazar Shad

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