Brickhouse Nutrition — VOC Creative Strategy

01 — The Wedge

Own the AG1 switcher.

AG1 dominates the category conversation (225 organic mentions vs Field of Greens' 48) — but it's dogged by "tired of the hype/price" and proprietary-blend distrust. 61 records show explicit AG1-switch intent. Field of Greens is the exact counter: real food, doctor-formulated, a label you can read. The door is open.

225

AG1 organic mentions — it owns the category talk

records with explicit AG1-switch intent

Field of Greens organic mentions — the awareness gap

02 — Brand Study (current state)

How the market sees you

Perception

Loved by a committed base for real-food, doctor-formulated, drinkable greens — but quiet in organic conversation vs AG1.

"I've been drinking Field of Greens for a few years now…"

Competitor: Grüns

Wins on gummy convenience + kids. Soft spots: taste 1★ tail, subscription-confirmation anger, some reaction reports.

"I did NOT confirm this order."

Dimension	Score	Insight
Product Quality	8	Real-food composition praised organically
Trust & Transparency	7	Doctor-formulated helps; incentivized reviews hurt
Value for Money	6	"Expensive but I understand why"
Recommendation	8	Multi-year loyalists actively re-recommend

Overall sentiment 7/10 · star averages never compared across brands (rail #7)

03 — Personas & Angle Options

Who to build around

2,130 records

Palatability-First

Sticks or quits on taste. Your "drinks straight in water" is the retention weapon.

603 · 61 switch-intent

AG1 Comparison Shopper

The open lane. Value + transparency wins them.

1,360 records

Gut/Energy Outcome

Buys for felt results. Digestion is the #1 trigger (633).

675 records

Value/Subscription

Trust wedge vs Grüns' billing complaints.

Angle options (select to pursue)

☐ Select

"Tired of the AG1 hype tax?"

Same greens habit, none of the mystery, real food you can read. → AG1 Comparison Shopper.

☐ Select

"Greens you'll actually drink"

Straight in water, no gagging. Contrast Grüns' taste 1★ tail. → Palatability-First.

☐ Select

"For your gut, felt in weeks"

Less bloat, more energy — the results people stay for. → Gut/Energy Outcome.

☐ Select

"No mystery blends. No surprise charges."

Transparency + honest billing vs Grüns' subscription anger. → Value + Skeptic.

04 — Ad Trigger Testing Matrix

What to A/B

Angle	Psychology	Persona	Example
AG1 hype-tax switch	Loss aversion; autonomy	AG1 Comparison	"Same habit, half the hype"
Drinkable taste	Cognitive ease	Palatability-First	First-sip reaction reel
Felt gut/energy	Competence; relief	Gut/Energy Outcome	"3 weeks in" diary
Transparency & no-trap billing	Trust; control	Value + Skeptic	Ingredient-panel close-up

05 — Do-Not List

Avoid these traps

Don't lead with star ratings — ~96% of reviews are incentivized; savvy shoppers smell it.
Don't out-gummy Grüns — convenience/kids is their turf; win on dose-control + real food.
Don't out-hype AG1 — the winning move is anti-hype: "read the label."
Don't run efficacy-only ads — taste is the #1 churn driver (2,130 records); ignore it and lose the biggest group.