Beliv: UVP Message Testing.

Beliv’s Mighty Soda was soft-launching with a fresh brand face but an open question: which UVP actually moves people? We came in as the media partner to test UVPs in market on Meta. In one month, a taste-first, food-pairing angle beat health-first lines — especially with core soda drinkers — giving the team a message to scale.

Client

Beliv, Mighty Soda

Role

UVP Message Testing, Media Strategy, Media Planning, Buying & Optimization

Positioning, UVP & Messaging

Paid Media Campaign

Key Takeaway

Beliv’s Mighty Soda was soft-launching with a fresh brand face but an open question: which message actually moves people? We came in as the media partner to develop and test UVPs in market. With one month, we landed on a taste-first, food-pairing angle backed by data — and therefore Beliv’s confidence.

Context

The friction: a better-for-you soda with many ways to say “yes.”

Mighty Soda had several promising value props — taste, “no compromise,” and wellness cues — but no proof of which one earned attention.

We were brought in first to develop and validate the message in market during soft launch, across two mindsets (core soda lovers vs. health-conscious explorers) to learn: which angle stops the scroll and signals where to lean in? From there, it was time to launch the brand in the wild.

Approach

The insight work that made the winner (and launch) pop.

When taste is table stakes, what actually converts

In soda, permission isn’t preference — taste still decides. We mapped two buying mindsets and the category tension to frame what to test first.

When taste is table stakes, what actually converts

In soda, permission isn’t preference — taste still decides. We mapped two buying mindsets and the category tension to frame what to test first.

When taste is table stakes, what actually converts

In soda, permission isn’t preference — taste still decides. We mapped two buying mindsets and the category tension to frame what to test first.

Hypotheses with a path to paid efficiency

Codified angles into testable statements: taste/food-pairing, “no compromise,” competitive conquest, and light wellness — each tied to a learning goal.

Hypotheses with a path to paid efficiency

Codified angles into testable statements: taste/food-pairing, “no compromise,” competitive conquest, and light wellness — each tied to a learning goal.

Hypotheses with a path to paid efficiency

Codified angles into testable statements: taste/food-pairing, “no compromise,” competitive conquest, and light wellness — each tied to a learning goal.

Decision rules, not just results

Set win thresholds on engagement signals (CTR, link CTR) and defined how a winner ladders into creative briefs, audience priorities, and launch plans.

Decision rules, not just results

Set win thresholds on engagement signals (CTR, link CTR) and defined how a winner ladders into creative briefs, audience priorities, and launch plans.

Decision rules, not just results

Set win thresholds on engagement signals (CTR, link CTR) and defined how a winner ladders into creative briefs, audience priorities, and launch plans.

Solution

How we executed the test and found the winner.

Channel & audience setup

Meta-only test split across two mindsets — core soda drinkers vs. health-conscious explorers — to isolate message-audience fit.

Channel & audience setup

Meta-only test split across two mindsets — core soda drinkers vs. health-conscious explorers — to isolate message-audience fit.

Channel & audience setup

Meta-only test split across two mindsets — core soda drinkers vs. health-conscious explorers — to isolate message-audience fit.

Creative angle matrix

Built thumb-stopping variants around food pairings and taste-first lines, with supporting “no compromise” and light wellness cues.

Creative angle matrix

Built thumb-stopping variants around food pairings and taste-first lines, with supporting “no compromise” and light wellness cues.

Creative angle matrix

Built thumb-stopping variants around food pairings and taste-first lines, with supporting “no compromise” and light wellness cues.

Weekly read-and-raise

Promoted leaders, paused laggards, and tightened the field to accelerate signal quality inside the month.

Weekly read-and-raise

Promoted leaders, paused laggards, and tightened the field to accelerate signal quality inside the month.

Weekly read-and-raise

Promoted leaders, paused laggards, and tightened the field to accelerate signal quality inside the month.

From test to GTM

Documented the winning UVP and rolled it into audience focus, creator briefs, and launch media — a clear path from insight to scale.

From test to GTM

Documented the winning UVP and rolled it into audience focus, creator briefs, and launch media — a clear path from insight to scale.

From test to GTM

Documented the winning UVP and rolled it into audience focus, creator briefs, and launch media — a clear path from insight to scale.

Results

The message that moved, the system that scaled

A test-to-scale system that turns positioning into performance.

Message clarity that tightens briefs and reduces creative waste.

Audience prioritization that concentrates spend where resonance is highest.

+2.5x

CTR for "taste x food" messaging

62%

of total clicks for core soda drinkers vs health audience

winning UVP identified for brand launch

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Unlock value
creation.

Let's build a machine that moves as fast as your market.

Start here

Let's Talk

Let's Talk

Beliv: UVP Message Testing.

Client

Role

Key Takeaway

The friction: a better-for-you soda with many ways to say “yes.”

The insight work that made the winner (and launch) pop.

When taste is table stakes, what actually converts

When taste is table stakes, what actually converts

When taste is table stakes, what actually converts

Hypotheses with a path to paid efficiency

Hypotheses with a path to paid efficiency

Hypotheses with a path to paid efficiency

Decision rules, not just results

Decision rules, not just results

Decision rules, not just results

How we executed the test and found the winner.

Channel & audience setup

Channel & audience setup

Channel & audience setup

Creative angle matrix

Creative angle matrix

Creative angle matrix

Weekly read-and-raise

Weekly read-and-raise

Weekly read-and-raise

From test to GTM

From test to GTM

From test to GTM

The message that moved, the system that scaled

Unlock value creation.

Unlock value creation.

Unlock value creation.

Unlock value creation.

Unlock value
creation.

Unlock value
creation.

Unlock value
creation.

Unlock value
creation.