SPEC / CONCEPT WORKDTC · SUPPLEMENTS · ACQUISITION
AG1
A stack-replacement play: reframe a $275 supplement shelf as one $2.64 scoop, back it with sixteen years of expert use, and make the first thirty days a ritual worth keeping.
3 ad comps
2 Klaviyo emails
1 strategy write-up
01 — THE BRIEF
The buyer
The optimizer with a cabinet full of half-used bottles — multivitamin, probiotic, omega-3, magnesium — who suspects most of them are a tax on good intentions. They want the health outcome without seven reorder dates and the guesswork.
The job
Collapse the whole stack into one obvious morning move, prove the value with side-by-side math instead of hype, and make the first thirty days feel like a ritual worth keeping — so trial becomes subscription.
Three angles
02 — THE STRATEGY
ANGLE 01 · VALUE MATH
The $275 shelf
Price out the routine AG1 replaces — seven bottles, $275 a month — against one $2.64 scoop. The side-by-side comparison does the arguing; the product just has to show up.
ANGLE 02 · TRUST
Every morning since 2012
Longevity of use as proof: the same drink Huberman and NSF-certified athletes have made for years. Four clinical trials, a formula on its 53rd iteration — still one scoop.
ANGLE 03 · ADHERENCE
Built for month twelve
The best supplement is the one you’re still taking in month twelve. Sell the routine, not the formula — one scoop, anchored to the coffee they already make.
The work — ads
03 — FACEBOOK / IG
A
AG1
Sponsored
We priced out a "full" supplement routine. It came to $275 a month — seven bottles, seven reorder dates, seven chances to forget one. AG1 is one scoop in cold water: 75+ vitamins, minerals, pre- and probiotics, $2.64 a serving. Not a greens powder — a Daily Health Drink that covers your bases in under a minute.
drinkag1.com
One scoop. $2.64. Bases covered.
Shop now
Comp 1/3 · cold-audience acquisition · 1:1 feed
A
AG1
Sponsored
Dr. Andrew Huberman has made the same drink every morning since 2012 — not because it’s trendy, but because it’s the simplest way to cover his bases. Allyson Felix drinks it too. NSF Certified for Sport, four gold-standard clinical trials, a formula on its 53rd iteration. Sixteen years of refinement. Still one scoop.
drinkag1.com
Trusted since 2012. Still one scoop.
Learn more
Comp 2/3 · expert & athlete proof · 1:1 feed
A
AG1
Sponsored
The best supplement is the one you’re still taking in month twelve. Most routines fail on a random Tuesday, when a shelf of pills starts feeling like a part-time job. So AG1 built the routine first: one scoop, cold water, first thing — anchored to the coffee you were already going to make. Your first order ships with a free Welcome Kit so travel doesn’t break the streak.
drinkag1.com
Built for month twelve, not day one.
Get started
Comp 3/3 · habit / retention creative · 1:1 feed
The work — emails
04 — KLAVIYO LIFECYCLE
EMAIL 01 · PROMO — AG1 PRO LAUNCH
Subject
30% of you already buy creatine separately
Preview: So we built it into the scoop. AG1 Pro: creatine, HMB, and gut-lining support in 20 grams.
Note: leads with a real behavior ("30% of you already buy creatine") so the upsell reads as listening, not pushing.
EMAIL 02 · WELCOME FLOW #1
Subject
Read this before your first scoop arrives
Preview: Cold water, one scoop, before coffee. Here’s how to make it automatic.
Note: the welcome email sells the habit, not the science — adherence is the real churn lever on a subscription.
05 — WHY IT CONVERTS
01
Math beats hype. A $275-shelf-vs-$2.64-scoop comparison lets the buyer complete the argument themselves — no adjectives required.
02
Longevity is the proof. "Every morning since 2012" and NSF-for-Sport certification signal that the people who test everything still choose this.
03
Sell the ritual, not the formula. Subscriptions die on adherence, so both the creative and the welcome flow anchor the scoop to an existing habit — the coffee.
04
Ads and email run one play. Acquisition ads promise "one scoop, bases covered"; the welcome flow makes that promise a daily habit before the first reorder.