JajaAI Creative Specialist
← Static ads

INDEPENDENT STATIC AD PROJECT

LMNT.

Four ads for an exerciser who wants a workout drink they enjoy.

My role Brief, audience choice & creative direction.
AI assistance Research, strategy drafts, copy & imagery.

Explore the four creatives ↓
Finished LMNT problem aware creativeFinished LMNT solution aware creativeFinished LMNT product aware creativeFinished LMNT most aware creative
The finished set · Select an ad to see its journey.

THE BRIEF

Start with the frustration.

LMNT Citrus Salt · Four contextual static ads.

Persona
A regular exerciser who already buys electrolyte drinks.
Problem
They dislike their current drink’s flavor or aftertaste.
Desire
A workout drink they enjoy and feel confident choosing.

CUSTOMER EVIDENCE

Taste divides buyers. Some enjoy LMNT’s salty profile; others dislike the saltiness or stevia finish.

MY DIRECTION

I wanted the ads to start with a real customer frustration and sound like a conversation. Each message addresses a different question the buyer has.

THE POSITIONING

A salty lemon-lime alternative with clear taste expectations. Help the exerciser decide whether it suits them.

Research behind the decision

What customers said

A Trustpilot reviewer preferred unflavored LMNT after disliking stevia’s finish. Amazon reviews include both praise for salty citrus and complaints about its taste.

LMNT customer reviews ↗ · Amazon reviews via Woot ↗

What the product supports

Citrus Salt has lemon-lime flavor, salt and stevia. That supports a specific taste description. Whether someone enjoys it is personal.

Official ingredients ↗ · Official product page ↗

AI-assisted qualitative research: 16 Trustpilot reviews and 21 unique Amazon reviews via Woot, with selected positive and critical experiences. Sources checked 1 October 2026. The persona is an interpretation of the reviews; this sample does not establish market size or profitability.

THE BOARD · MESSAGE TO FINISHED WORK

One taste problem.
Four conversations.

The message changes with what the buyer already knows; the problem stays the same.

01 · PROBLEM AWARE

Make the frustration recognizable.

They know their current drink is not a taste fit.

  1. 01 The message

    HEADLINEPOST-WORKOUT DRINK NOT YOUR TASTE?

    A simple question turns that frustration into a choice.

    The product appears on the salty-citrus path. Someone happy with their drink can keep what works.

  2. 02 The visual direction

    COMPOSITION NOTES
    Taste question↓
    Keep what worksExplore salty citrus

    A quiet white field gives the branches room. The bottle and towel place the choice after a workout.

  3. 03 The finished creative

    Review The branches are clear, and the product stays a conditional choice.

Creative brief & copy
Product
LMNT Citrus Salt Electrolyte Drink Mix
Persona
Regular exerciser who already buys electrolyte drinks.
Desire
Enjoy the drink around workouts.
Identify the Problem
Dislikes the current drink’s flavor or aftertaste.
Market Awareness
Problem aware
Market Sophistication
Stage 5: identification (strategy assumption).
Positioning
A salty lemon-lime alternative with clear taste expectations.
Hypothesis
A simple taste choice may encourage someone to explore a different flavor.
Type of Ad
Quiz
Strengthen Hook Pattern (Up to 3)
Ask a question
Instructions
White background, simple yes/no paths, small product image and gym props.
Type of Headline
Problem question
Headline
POST-WORKOUT DRINK NOT YOUR TASTE?
Ad Copy
A different taste profile for the next workout. LMNT Citrus Salt combines lemon-lime flavor with a salty taste and is sweetened with stevia. Taste is personal. Explore Citrus Salt.

Hypothesis and market sophistication are strategy assumptions. This creative has not been tested.

02 · SOLUTION AWARE

Explain the alternative.

They are considering another electrolyte drink.

  1. 01 The message

    HEADLINE3 things to know before switching your gym drink:

    Three plain facts make the taste expectations easy to compare.

    Lemon-lime. Salty. Stevia. Each fact answers a question before someone switches.

  2. 02 The visual direction

    COMPOSITION NOTES
    Before switching01 · Lemon-lime02 · Salty taste03 · Stevia

    A workout-note layout keeps the facts together. Lime highlights lead from the headline to the invitation.

  3. 03 The finished creative

    Review The three facts match the product. the copy promises no particular taste reaction.

Creative brief & copy
Product
LMNT Citrus Salt Electrolyte Drink Mix
Persona
Regular exerciser who already buys electrolyte drinks.
Desire
Enjoy the drink around workouts.
Identify the Problem
Dislikes the current drink’s flavor or aftertaste.
Market Awareness
Solution aware
Market Sophistication
Stage 5: identification (strategy assumption).
Positioning
A salty lemon-lime alternative with clear taste expectations.
Hypothesis
Clear taste facts may help someone judge whether the drink fits their preferences.
Type of Ad
Image with text
Strengthen Hook Pattern (Up to 3)
Use specific facts
Instructions
Pale dotted background, three taste facts, lime highlights and workout props.
Type of Headline
Three-fact headline
Headline
3 things to know before switching your gym drink:
Ad Copy
A different taste profile for the next workout. LMNT Citrus Salt combines lemon-lime flavor with a salty taste and is sweetened with stevia. Taste is personal. Meet LMNT Citrus Salt.

Hypothesis and market sophistication are strategy assumptions. This creative has not been tested.

03 · PRODUCT AWARE

Answer the taste objection.

They know LMNT and want to know what it tastes like.

  1. 01 The message

    HEADLINEWhat does LMNT Citrus Salt actually taste like?

    A direct flavor question makes room for a candid answer.

    The answer mentions salt and stevia. Taste is personal, so the shopper can decide.

  2. 02 The visual direction

    COMPOSITION NOTES
    A direct questionProduct + workout settingA specific, honest answer

    The question, gym photo and answer follow a familiar conversation. The dark field gives the product photo focus.

  3. 03 The finished creative

    Review The answer is specific, and the artwork identifies the conversation as a mockup.

Creative brief & copy
Product
LMNT Citrus Salt Electrolyte Drink Mix
Persona
Regular exerciser who already buys electrolyte drinks.
Desire
Enjoy the drink around workouts.
Identify the Problem
Dislikes the current drink’s flavor or aftertaste.
Market Awareness
Product aware
Market Sophistication
Stage 5: identification (strategy assumption).
Positioning
A salty lemon-lime alternative with clear taste expectations.
Hypothesis
An honest taste explanation may reduce uncertainty about trying LMNT.
Type of Ad
Educational
Strengthen Hook Pattern (Up to 3)
Address an objection
Instructions
Dark mock conversation, product photo, clear taste explanation and disclosure.
Type of Headline
Product taste question
Headline
What does LMNT Citrus Salt actually taste like?
Ad Copy
A different taste profile for the next workout. LMNT Citrus Salt combines lemon-lime flavor with a salty taste and is sweetened with stevia. Taste is personal. Explore Citrus Salt.

Hypothesis and market sophistication are strategy assumptions. This creative has not been tested.

04 · MOST AWARE

Connect it to the next workout.

They know Citrus Salt and are considering a purchase.

  1. 01 The message

    HEADLINECitrus Salt for the next workout?

    A workout reminder gives an interested buyer a concrete occasion.

    The reminder uses an upcoming workout. It needs no invented discount or deadline.

  2. 02 The visual direction

    COMPOSITION NOTES
    Next workout?Citrus Salt
    DeclineAccept

    A centered product card stands out from the gym setting. The two choices keep the action simple.

  3. 03 The finished creative

    Review The product leads, the occasion is clear, and the interface is labelled as a concept.

Creative brief & copy
Product
LMNT Citrus Salt Electrolyte Drink Mix
Persona
Regular exerciser who already buys electrolyte drinks.
Desire
Enjoy the drink around workouts.
Identify the Problem
Dislikes the current drink’s flavor or aftertaste.
Market Awareness
Most aware
Market Sophistication
Stage 5: identification (strategy assumption).
Positioning
A salty lemon-lime alternative with clear taste expectations.
Hypothesis
A workout reminder may prompt an interested shopper to consider LMNT.
Type of Ad
Image with text
Strengthen Hook Pattern (Up to 3)
Make it relatable
Instructions
Gym background, centered product card, accept/decline choice and disclosure.
Type of Headline
Workout reminder
Headline
Citrus Salt for the next workout?
Ad Copy
A different taste profile for the next workout. LMNT Citrus Salt combines lemon-lime flavor with a salty taste and is sweetened with stevia. Taste is personal. Shop Citrus Salt.

Hypothesis and market sophistication are strategy assumptions. This creative has not been tested.

THE RESULT

One problem, four different messages.

The set moves from a taste choice to plain facts, an honest answer and a workout reminder. Each creative keeps the same exerciser and taste problem in focus.

WHAT THIS SHOWS

A customer problem can guide the copy, the awareness stage and the visual context. The finished set is a creative hypothesis; customer feedback and campaign testing would determine how it performs.

Independent portfolio concepts. AI-generated artwork; not affiliated with LMNT. Mock interfaces are illustrative. These ads have not been launched.