Muscle Nation

Muscle Nation’s video ad: “✨ So good, even the boss got hit with it 👀💦”

Running 86 days·Facebook and Instagram·Winner

How it opens

“Ditch the milky sludge. Australia’s #1 Protein Water just dropped in a new Lychee flavour 😍”

Angle: Comparison

Why it works

It frames the product against a pain everyone in the category knows (thick, heavy shakes), then answers it with scannable bullets that cover function and taste together. The authority claim and the new-flavour news give both trust and a reason to act now. The data also shows it has run for 86 days, is still active, and spans six placements across Meta's platforms, which suggests it has held up in spend and delivery.

Who it speaks to: Gym-goers and health-conscious people in Australia who want protein but dislike heavy, chalky or bloating shakes.

How it’s built

1. Hook: 'Ditch the milky sludge' calls out the old way of taking protein and sets up a contrast.
2. Claim: 'Australia's #1 Protein Water' puts authority and category leadership up front.
3. Newness: A new Lychee flavour gives a reason to look now.
4. Benefits: A short bullet list covers 23g protein with collagen and electrolytes, no gums or bloat, and a mocktail-like taste.
5. Reinforcement: The closing line repeats the #1 claim and that the flavour is live.
6. CTA: The 'Shop now' button sends people to the site.

What to borrow

• Open by naming what your product replaces or fixes, using a vivid, slightly cheeky phrase that your buyer would say themselves.
• Use short bullets that pair the hard spec with a sensory or feel benefit, so the reader gets both logic and appeal.
• Put a leadership or authority claim near the top, but only if you can back it up with a source you can show.
• Use a product launch such as a new flavour or version as a timely hook, and restate it near the CTA.

Its words

✨ So good, even the boss got hit with it 👀💦

Ditch the milky sludge. Australia’s #1 Protein Water just dropped in a new Lychee flavour 😍 – 23g protein + collagen + electrolytes – No gums, no bloat, no BS – Tastes like a lychee mocktail (and actually feels good in your body) Australia's #1 Protein Water🥤 New Lychee flavour now live.

Australia’s #1 Protein Drink 🥤

Button: Shop now

What’s said

The transcript

Day one of me throwing protein water at my boss until she guesses the flavor Tastes like lychee Lychee delicious lychee protein water drop in tomorrow morning 9 a.m. It's good Oh my eyes! It stings!

Where and how long

• First ran 16 Jul 2026; still running.
• Run as 6 ads, 6 of them running now.
• Links to musclenation.org.
• Style: Lifestyle, Product shot, Offer.