GHOST

GHOST’s carousel ad: “27G VEGAN PROTEIN”

Running 254 days·Facebook and Instagram·Winner

How it opens

“PB CEREAL MILK® GAINS.”

Angle: Feature

Why it works

It puts flavor first and the spec second, which reframes vegan protein as something you would want to drink rather than tolerate. The 'V2' framing and 'smoother sips' quietly answer the usual texture objection without dwelling on it. The data also shows it has run 254 days, is still active, and sits across 9 active ads on five placements, which suggests the brand keeps investing in this message, though the data doesn't show results or spend.

Who it speaks to: Fitness-minded people who want a plant-based or gluten-free protein powder but expect those products to taste chalky or bland.

How it’s built

1. Hook: 'PB CEREAL MILK® GAINS.' names a playful flavor and ties it to results.
2. Product intro: 'Introducing GHOST® VEGAN V2' signals a new, improved version.
3. Feature proof: 'fully disclosed, gluten-free, plant-based' addresses label transparency and dietary needs.
4. Benefit: 'smoother sips' speaks to texture, the common vegan protein complaint.
5. Spec: '27G of protein per serving' in the headline gives a concrete number.
6. CTA: 'Shop now' button linking to the brand site.

What to borrow

• Open with a flavor or sensory hook that your audience already loves, then connect it to the functional benefit.
• Put one clear number in the headline so the main spec is understood at a glance.
• Name the category's biggest objection (here, texture) in a short benefit phrase instead of a long defense.
• Use 'new version' framing to give an existing product fresh news without changing the whole message.

Its words

27G VEGAN PROTEIN

PB CEREAL MILK® GAINS. Introducing GHOST® VEGAN V2, our fully disclosed, gluten-free plant-based protein offering smoother sips and 27G of protein per serving.

GHOST® VEGAN V2

Button: Shop now · Offer: 25% Off

Where and how long

• First ran 29 Jan 2026; still running.
• Run as 9 ads, 9 of them running now.
• Links to ghostlifestyle.com.
• Style: Product shot, Carousel.