Recess: ad concepts

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Recess

Sponsored · Exhibit 01 · Peach Ginger Menu

Afternoon menu: one can of Peach Ginger.

Peach Ginger is sparkling water infused with hemp & adaptogens for calm & clarity. Crack a can, take a slow sip and let the afternoon settle. It's one of our 5 flavors, for when you'd like to feel calm cool collected.

Crack a can. Take a Recess.

Your afternoon, on the calm menu

Peach Ginger

sparkling water
infused with hemp & adaptogens
for calm & clarity

TAKEARECESS.COM

Peach Ginger, hemp + adaptogens

Shop Peach Ginger

Format: Menu-card split, product photo
Persona: Desk workers with too many tabs open and a flat afternoon
Reason to buy: Hemp + adaptogens
Funnel stage: Middle of funnel
Product: Peach Ginger
Lands on: Landing page

Why it should work. A menu-card layout makes one flavor feel like a small ritual, with the brand's own words doing the selling.

Tests. Whether a single-flavor, product-first card beats a lineup shot for cold audiences.

Recess

Sponsored · Exhibit 02 · Prime Day Calm

Prime Day deal: up to 30% off Recess.

Unwind the way you want with calming sparkling water, premium craft mocktails, and hydrating powders for calm anytime, anywhere. Can't pick a favorite flavor? We made samplers for people like you.

Shop Recess on Amazon and take a Recess.

Claim to confirm with brand: Confirm offer window and Amazon link with brand

up to 30% off Recess

Take a Recess on Prime Day

shop on amazon

TAKEARECESS.COM

Recess on Amazon

Shop on Amazon

Format: Offer on product photo
Persona: Amazon shoppers browsing Prime Day deals for something new
Reason to buy: Samplers for the undecided
Funnel stage: Bottom of funnel
Product: The Sampler
Lands on: Landing page

Why it should work. The real offer sits on the seal, and the sampler gives undecided buyers an easy first order.

Tests. Offer-led creative against the product-led ads at the bottom of the funnel.

Recess

Sponsored · Exhibit 03 · Three Things Inside

Black Cherry: what's inside the can.

Sparkling water infused with a calming blend of hemp & adaptogens in all 5 flavors, Black Cherry included. Read what's inside, then crack one open and see why we say calm & clarity.

Pick up a Black Cherry and take a Recess.

Three things in the can

1sparkling water
2hemp
3adaptogens

TAKEARECESS.COM

Black Cherry, hemp + adaptogens

See what's inside

Format: Product photo, ingredient chips
Persona: Label-readers who check what's in the can before buying
Reason to buy: Hemp + adaptogens
Funnel stage: Top of funnel
Product: Black Cherry
Lands on: Landing page

Why it should work. Numbered chips answer the first question a cold audience has about a hemp drink.

Tests. Whether an ingredient-first hook earns more clicks than a flavor-first one.

Recess

Sponsored · Exhibit 04 · Pomegranate Hibiscus Hero

Pomegranate Hibiscus, front and center.

Pomegranate Hibiscus is sparkling water infused with a calming blend of hemp & adaptogens. It's one of 5 flavors, so you can find your own path to calm cool collected without settling for a flavor you don't love.

Take a Recess with Pomegranate Hibiscus.

Five flavors, one calm blend

flavors, all with hemp & adaptogens

TAKEARECESS.COM

Pomegranate Hibiscus, hemp + calm

Find your flavor

Format: Product hero
Persona: Flavor-first drinkers who want more than plain seltzer
Reason to buy: Hemp + adaptogens
Funnel stage: Top of funnel
Product: Pomegranate Hibiscus
Lands on: Landing page

Why it should work. A hero shot with one big number tells a cold audience how wide the range is.

Tests. Range as the hook, instead of a single flavor.

Recess

Sponsored · Exhibit 05 · Bon Appetit Buzz

Recess in the press, in one line.

Bon Appetit on Recess: "simultaneously relaxes my body and gives me this low-key productivity buzz". Our balancing hemp + adaptogen drink comes in 5 flavors, Blackberry Chai included.

Take a Recess.

Claim to confirm with brand: Confirm press quote use with brand

balancing hemp + adaptogen drink

Bon Appetit: "low-key productivity buzz"

TAKEARECESS.COM

What Bon Appetit said

Shop Blackberry Chai

Format: Full-bleed photo
Persona: Readers who trust a magazine's taste before a label
Reason to buy: A press line on Recess
Funnel stage: Top of funnel
Product: Blackberry Chai
Lands on: Landing page

Why it should work. A third-party line carries more weight with strangers than a brand claim does.

Tests. Press proof as a top-of-funnel hook.

Recess

Sponsored · Exhibit 06 · Flavor Lineup

Five flavors, three on the table.

Peach Ginger, Blood Orange, Blackberry Chai, Black Cherry and Pomegranate Hibiscus: 5 flavors of sparkling water with hemp & adaptogens. Not sure which path to calm cool collected you should take? We made samplers for people like you.

Start with the sampler.

blood orange

peach ginger

blackberry chai

Pick a path to calm cool collected

in all 5 flavors

TAKEARECESS.COM

Not sure? Try the samplers

Shop the samplers

Format: Three-photo collage
Persona: Flavor-undecided shoppers who browse before buying
Reason to buy: Samplers for the undecided
Funnel stage: Middle of funnel
Product: The Sampler
Lands on: Landing page

Why it should work. Three flavors side by side make the sampler the obvious next step.

Tests. Collage against single-flavor creative for people who are comparing.

Recess

Sponsored · Native 01 · Happy Hour Notes

My phone notes before the party:

Happy Hour Sampler goes on the list. Recess Zero Proof makes craft mocktails for alcohol-free moments, and they taste & feel like your favorite cocktails without the consequences. Bring it to the party and keep the night easy.

Take a Recess, cocktail optional.

Notes

Party list: Happy Hour Sampler. Done.

party Saturday: bring drinks
Happy Hour Sampler. Done.
alcohol-free moments, covered
no consequences, same fun

TAKEARECESS.COM

Zero Proof Happy Hour Sampler

Shop the sampler

Format: Notes app over product photo
Persona: Hosts planning a party with guests who skip alcohol
Reason to buy: Cocktail taste, alcohol-free
Funnel stage: Middle of funnel
Product: Recess Zero Proof Happy Hour Sampler
Lands on: Landing page

Why it should work. A notes-app layout reads like a real shopping list instead of an ad.

Tests. Native, list-style creative for the Zero Proof line.

Recess

Sponsored · Native 02 · Group Chat Zero Proof

Group chat, Friday afternoon.

Recess Zero Proof: craft mocktails for alcohol-free moments. They taste & feel like your favorite cocktails without the consequences. One sampler on the table and the whole group has something to pour.

Take a Recess, group chat approved.

Jess

Who's bringing drinks tonight?

Zero Proof Sampler. Craft mocktails, alcohol-free.

We're in. Same fun, no consequences.

TAKEARECESS.COM

Zero Proof Sampler

Shop Zero Proof

Format: Message thread with photo
Persona: Friend-group organizers who plan the drinks
Reason to buy: Cocktail taste, alcohol-free
Funnel stage: Middle of funnel
Product: Recess Zero Proof Sampler
Lands on: Landing page

Why it should work. A message thread is the format where drinks plans actually get made.

Tests. Conversation format against list format for the same product line.

Recess

Sponsored · Native 03 · Peach Or Pomegranate

Peach Ginger or Pomegranate Hibiscus? Vote with your sip.

Both are sparkling water infused with a calming blend of hemp & adaptogens. One is peach ginger, the other pomegranate hibiscus, and you can try either, or both, before you decide your favorite among all 5 flavors.

Pick one. Or pick both.

Peach Ginger or Pomegranate Hibiscus?

Peach GingerPomegranate Hibiscus

TAKEARECESS.COM

Pick your calm flavor

Vote, then shop

Format: Stories poll
Persona: Flavor debaters who ask friends before ordering
Reason to buy: Hemp + adaptogens
Funnel stage: Top of funnel
Product: Peach Ginger
Lands on: Landing page

Why it should work. A story poll invites a reply and shows two flavors in one frame.

Tests. Which of the two flavors pulls more engagement.

Recess

Sponsored · Native 04 · Party Pack Camera Roll

Camera roll, Sunday evening.

Your camera roll after a Zero Proof party pack: friends, a full table, craft mocktails for alcohol-free moments that taste & feel like your favorite cocktails without the consequences.

Fill your camera roll.

Recess Zero Proof "Margarita" Party Pack

RecentsSunday
eveningEdit

Camera roll after a Zero Proof party

TAKEARECESS.COM

Zero Proof Party Pack

Shop party pack

Format: Camera-roll share
Persona: Party planners who document everything
Reason to buy: Cocktail taste, alcohol-free
Funnel stage: Middle of funnel
Product: Recess Zero Proof "Margarita" Party Pack
Lands on: Landing page

Why it should work. A camera-roll frame sells the occasion, not the can.

Tests. Occasion-led native creative for the party pack.

Recess

Sponsored · Meme 01 · Too Many Tabs

Too many tabs open. In the browser and the brain.

We all have too many tabs open in our browsers & our brains. That's why we made Recess: to help you relax & unwind. Start with the Zero Proof Sampler and close one tab for the night.

Take a Recess.

Too many tabs? Take a Recess.

Another tab open in my brain

Recess Zero Proof in my hand

TAKEARECESS.COM

Why we made Recess

Take a Recess

Format: Meme template, product swapped in
Persona: Chronically online workers whose brain has too many tabs
Reason to buy: Why we made Recess
Funnel stage: Top of funnel
Product: Recess Zero Proof Sampler
Lands on: Landing page

Why it should work. The tabs line is the brand's own origin story, turned into a joke people already live.

Tests. Origin story as a meme hook.

Recess

Sponsored · Meme 02 · Afternoon Coffee Meme

Me, noticing Blood Orange from across the room.

PopSugar: "If you're looking for a better-for-you alternative to replace your afternoon coffee, Recess could be your go-to beverage." Blood Orange is sparkling water infused with hemp & adaptogens for calm & clarity.

Take a Recess, coffee can wait.

Claim to confirm with brand: Confirm press quote use with brand

Your afternoon coffee has competition

Blood Orange hemp sparkling water

Me, mid-afternoon

my afternoon coffee

TAKEARECESS.COM

Blood Orange, hemp + adaptogens

Try Blood Orange

Format: Meme template, product swapped in
Persona: Daily coffee drinkers curious about an alternative
Reason to buy: Afternoon coffee swap
Funnel stage: Middle of funnel
Product: blood orange
Lands on: Landing page

Why it should work. The afternoon-coffee habit is a relatable rival, and the press line backs the swap.

Tests. Category contrast against coffee, with no competitor named.

Recess

Sponsored · Meme 03 · Sampler Decision

Can't pick a favorite flavor? Same.

Not sure which path to calm cool collected you should take? Can't pick a favorite flavor? We made samplers for people like you. Try The Sampler and let the flavors settle it for you.

Skip the sweating. Get the sampler.

Pick a flavor or get the sampler

Pick one flavor

Get The Sampler

Me, who can't pick a favorite

TAKEARECESS.COM

Samplers for the undecided

Shop The Sampler

Format: Meme template, product swapped in
Persona: Decision-fatigued shoppers who open ten tabs before ordering
Reason to buy: Samplers for the undecided
Funnel stage: Bottom of funnel
Product: The Sampler
Lands on: Landing page

Why it should work. The choice paralysis is real, and the sampler is the brand's own answer to it.

Tests. Humor against the plain sampler offer at the bottom of the funnel.

Recess

Sponsored · Meme 04 · Brain Gets Calmer

Your brain on a Recess: four levels.

Level one is water. Level four is sparkling water infused with hemp & adaptogens for calm & clarity, in Black Cherry. Same can, bigger brain. Recess comes in 5 flavors, all with a calming blend of hemp & adaptogens.

Take a Recess.

Four levels of sparkling water