Supplements are the category where a single sentence can stop a campaign. They are also one of the most profitable, because repeat purchase is high and creative testing is continuous. The two are connected: it pays more because it demands care.

What cannot be said

A supplement does not treat, does not prevent, does not cure and does not replace a diet. Permitted health claims are defined by European lists, and anything outside them carries risk. Phrases like "eliminates tiredness", "burns fat" or "fixes insomnia" do not belong to this category.

What can be shown

  • The daily gesture: when you take it, with what, at what point in the day.
  • The format: capsule size, powder taste, ease of swallowing. These are the real objections.
  • The routine, without promising a result.
  • Honesty about taste. Nobody believes a protein supplement is delicious, and saying so increases trust in everything else.

How to write the brief

Two mandatory sections: the phrases to use and the phrases that are banned. The creator does not know the regulatory frame, so supplying it is your responsibility. A brief without the banned section produces videos you have to redo, and redoing always costs more than writing it.

What to buy for a test

Six to eight variants, because in this category the hook wears out fast and advertising competition is high. Three creators with different profiles: someone who trains, someone who works long hours, someone looking for general wellbeing.

The sign the video will work

If the creator says why they started taking it, and the reason resembles your customer's reason, the rest of the video matters less than that sentence.

Keep reading

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Frequently asked questions

Can results be mentioned?

Only within the permitted claims.

What should be shown?

Format, the daily gesture, honesty about taste.

How many variants are needed?

Six to eight.

Who supplies the banned list?

The brand, in the brief.