Muscle Nation

Muscle Nation’s video ad: “Australia's #1 Protein Water🥤”

Running 86 days·Facebook and Instagram·Winner

How it opens

““I gained muscle and lost 7.8% body fat in just 6 weeks!"”

Angle: Social proof

Why it works

It leads with a concrete, believable result and then explains the result through an easy habit (a drink people actually enjoy), so the product feels like the reason behind the outcome. The numbered list is quick to scan and tackles the main objections (taste, texture, clumps) while the local slang ('arvo', 'Aussies') and 'Australia's #1' claim make it feel made for its market. The data shows it has run for 86 days, is still active and sits on 7 active ads, which suggests the brand keeps spending on this message, though the data doesn't show why.

Who it speaks to: Australian gym-goers and people trying to hit daily protein goals who dislike thick, chalky shakes and want something that tastes good.

How it’s built

1. Hook: A quoted personal result with a specific body fat figure and a 6 week timeframe.
2. Problem: Thick shakes are hard to force down and daily protein goals get missed.
3. Solution: Protein that tastes good enough to drink every day.
4. Benefits: Three numbered reasons covering taste, snack cravings and easy mixing.
5. Social proof: 'Join thousands who've made the switch.'
6. CTA: 'Try it today' with a Shop now button, plus free shipping over $130 in the description.

What to borrow

• Open with a specific, quoted result and a timeframe, since precise numbers feel more credible than vague claims.
• Name the frustration with the category (thick, forced-down shakes) before presenting your product as the fix.
• Use a short numbered list of benefits that each answer a common objection, so the ad is easy to scan.
• Use local language and a clear market claim to make the audience feel the ad is for them, and put a shipping threshold near the CTA to nudge bigger orders.

Its words

Australia's #1 Protein Water🥤

“I gained muscle and lost 7.8% body fat in just 6 weeks!" That's what happens when protein actually tastes good enough to drink every day. No more forcing down thick shakes or missing your protein goals. Three reasons Aussies are hooked: 1. Tastes like juice, works like protein 2. Prevents arvo snack attacks 3. Mixes perfectly – no clumps! Join thousands who've made the switch and actually enjoy their daily protein. Try it today – your taste buds can thank us later.

Free shipping $130+

Button: Shop now · Offer: Free shipping

What’s said

The transcript

If you are looking for a protein supplement alternative, then protein water is hands down my favorite by far. I've been training for over a decade and I've had a lot of protein supplements. I'm not gonna lie, I'm a bodybuilder who likes flavor. This thing is the best. Each scoop has 23 grams of protein and it's a blend of collagen and whey protein and it's also got electrolytes, vitamin c, aminos, but honestly none of that really matters because the main reason why I love this so much is that it is so much easier to drink than your regular protein shake. It literally is what it says it is. It's not milky, it's refreshing, it doesn't have that protein aftertaste and it actually tastes good. For the first time, I genuinely look forward to drinking a protein shake. Trust me, try it yourself. Oh, so freaking good.

Where and how long

• First ran 16 Jul 2026; still running.
• Run as 7 ads, 7 of them running now.
• Links to musclenation.org.
• Style: Testimonial, Listicle, Product shot, Offer.