# Ad Copy Bank V3 -- SETU Sleep + Recovery Lemon Mint

**Date:** 2026-03-21
**Product:** SETU Sleep + Recovery Lemon Mint | INR 999/30 sachets (INR 40/day)
**Source:** hooks-v3.md, icps-v3.md, strategy-v3.md, copywriting-rules.md
**Count:** 55 combos across 5 ICPs, 5 awareness stages, 6 formats

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## Key

**ICP codes:** C1 = Tone Seeker | C2 = Gym Regular | C3 = Active Performer | C4 = Energy-Depleted Pro | C5 = Midlife Muscle Keeper

**Stages:** UA = Unaware | PA = Problem Aware | SA = Solution Aware | PrA = Product Aware | MA = Most Aware

**Formats:** Static | Carousel | Reel (UGC) | Reel (Founder) | Story | DPA (Dynamic Product Ad)

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## TOF -- UNAWARE (Hooks 1-3)

> **Hook position rule (per MAGNESIUM-CREATIVE-BOT-PLAYBOOK §3):** TOF/Unaware hooks must lead with Format-Attack (archetype A) or Founder-Direct (archetype B). Science/stat-led hooks belong in Solution Aware position, not cold traffic. Never a meta-analysis citation in the first 6 seconds of a cold ad.

| # | Hook | Body | CTA | ICP | Stage | Format | Archetype |
|---|------|------|-----|-----|-------|--------|-----------|
| 1 | Chalky powder or sparkling lemon mint? That's not even a question. | 16 clinical trials. 492 participants. Women showed 2.5x greater cognitive improvement. The most studied supplement in the world -- and most women don't know it's for them. | See the research | C1 | UA | UGC Reel (30s) | A. Format-Attack |
| 3 | Your magnesium is supposed to taste like chalk. Ours doesn't. | A meta-analysis of 16 RCTs found magnesium improves memory, processing speed, and attention. Women respond 2.5x more than men. This isn't a gym supplement with brain benefits. It's both. | See what's inside | C4 | UA | Static (stat card) | A. Format-Attack |
| 4 | Hi, I'm Nihaal. Here's why we put magnesium in a sparkling drink. | They take it for muscle. The research says it's equally powerful for cognition, energy, and tone. 300mg Triple Magnesium + Glycine + L-Theanine. Sparkling. Zero bloat. | Try it and see | C1 | UA | Reel (Founder 30s) | B. Founder-Direct |

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## MOF -- SOLUTION AWARE (repositioned from TOF: Hooks 2, 5-12)

> These were previously staged as Unaware TOF hooks. Repositioned to Solution Aware per playbook §3 — they lead with stats/science, which is appropriate for users who already know magnesium exists and are comparing options.

| # | Hook | Body | CTA | ICP | Stage | Format |
|---|------|------|-----|-----|-------|--------|
| 2 | After 35, you lose 1% muscle per year. Unless. | It's biology, not a warning. Triple Magnesium replenishes the energy system your muscles depend on. 3 ingredients. Sparkling lemon mint. INR 40/day. | Learn more | C5 | SA | Carousel (5 slides) |
| 5 | Scrolling at 3pm? Your brain is out of fuel. | Your brain uses more magnesium than any muscle. When stores run low, focus drops. 300mg Triple Magnesium replenishes what caffeine can't. | Take the quiz | C4 | SA | 9:16 Reel (15s) |
| 6 | Your muscles are shrinking while you read this. | After 35, your body loses muscle faster than it builds it. Triple Magnesium slows that process. 3 ingredients. Sparkling. INR 40/day. | Learn more | C5 | SA | Notes app screenshot |
| 7 | What dal can't give you. | Magnesium is found almost exclusively in meat and fish. If you're vegetarian, your stores are likely 20-30% lower. One sachet, three ingredients, zero animal sources. | See the ingredients | C3 | SA | Static (ingredient card) |
| 8 | I'm not a gym person. I still take magnesium. | Magnesium is cellular energy -- not a bodybuilding supplement. It fuels your muscles, your brain, and your recovery. Whether you run, swim, cycle, or just want more afternoon energy. | Try it and see | C3 | SA | UGC Reel (30s) |
| 9 | My trainer said women don't need magnesium. The research disagrees. | 16 RCTs. 492 participants. Women showed 2.5x greater improvement in processing speed. Your trainer missed a meta-analysis. | See the data | C1 | SA | Carousel (myth-bust 5 slides) |
| 10 | Your trainer forgot to mention: women benefit 2.5x more. | Meta-analysis, 16 randomised controlled trials. Women showed greater cognitive gains from magnesium than men. Lower baseline stores = more headroom. | See the research | C1 | SA | Static (stat card) |
| 11 | 1 in 3 women over 40 loses muscle faster than she builds it. | It's called sarcopenia. It starts quietly. Triple Magnesium helps preserve what you have and build what you need. 3 ingredients. Sparkling. Daily. | Learn more | C5 | SA | Carousel (condition-led) |
| 12 | The one thing I do for myself. | 30 seconds. One sparkling sachet. Three ingredients for muscle, brain, and energy. No shaker. No routine. Just a daily drink that works. | Try it and see | C5 | SA | UGC Reel (15s) |

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## TOF -- PROBLEM AWARE (Hooks 13-22)

| # | Hook | Body | CTA | ICP | Stage | Format |
|---|------|------|-----|-----|-------|--------|
| 13 | Brain fog has a clinical answer now. | A meta-analysis found magnesium improves memory, processing speed, and focus in healthy adults. Not a stimulant. Not a vitamin. Cellular fuel your brain is low on. | See the research | C4 | PA | Static (stat card) |
| 14 | Not HRT. Not caffeine. There's a third option. | Triple Magnesium improved mood and reaction time in perimenopausal women (2025 CONCRET-MENOPA trial). Zero serious adverse events. Three ingredients in a sparkling sachet. | Learn more | C5 | PA | Founder Reel (30s) |
| 15 | Third coffee. Still foggy. | Caffeine borrows energy. Magnesium replenishes it. 2g HCL + Glycine + L-Theanine. Sparkling lemon mint. Your 3pm drink that isn't coffee. | Try it and see | C4 | PA | iMessage screenshot |
| 16 | I wasted INR 3,000 on supplements that bloated me. Then I found this. | Triple Magnesium is 40x more soluble than monohydrate. Zero bloat. Zero loading phase. Three ingredients in one sparkling sachet. INR 40/day for the lot. | Try risk-free | C2 | PA | Static (confession card) |
| 17 | The 3pm crash has a fix that isn't coffee. | Your brain runs on phosphomagnesium. When stores are low, focus drops and fatigue sets in. 300mg Triple Magnesium replenishes the tank. No jitters. No crash. | See what's inside | C4 | PA | Carousel (3 slides) |
| 18 | Your 3pm is powered by magnesium. Or it should be. | Phosphomagnesium is the rapid energy currency your brain and muscles use. Most people are running low. One sparkling sachet. Three ingredients. INR 40/day. | Take the quiz | C4 | PA | Static (stat card) |
| 19 | 60% of people quit magnesium because of one problem. | Bloating. GI distress. Chalky grit that never dissolves. Triple Magnesium is 40x more soluble. Zero loading phase. Zero stomach issues. We dissolved the problem. | Try it | C2 | PA | Reel (15s) |
| 20 | Losing strength after 40? You're not imagining it. | Sarcopenia -- age-related muscle loss -- accelerates in your 40s. Magnesium is the most studied supplement for preserving muscle. HCL form means zero bloat, zero loading. | Learn more | C5 | PA | Carousel (5 slides) |
| 21 | I already take B12. I already take iron. I'm still exhausted. | B12 and iron address deficiency. Magnesium addresses cellular energy. Different mechanism. Different result. 2g HCL + Glycine + Beetroot. Sparkling. | See the difference | C4 | PA | Static (comparison) |
| 22 | Magnesium is cellular fuel. Not a stimulant. Not a vitamin. | It replenishes phosphomagnesium -- your muscles' and brain's rapid energy source. Most people don't know they're running low. 2g HCL. Lemon Mint. INR 40/day. | See what's inside | C3 | PA | Founder Reel (15s) |

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## MOF -- SOLUTION AWARE (Hooks 23-34)

| # | Hook | Body | CTA | ICP | Stage | Format |
|---|------|------|-----|-----|-------|--------|
| 23 | The reason you quit magnesium? We dissolved it. | Triple Magnesium is 40x more soluble than monohydrate. No bloating, no grit, no loading phase. Sparkling lemon mint sachet. The magnesium experience you didn't know existed. | Try it | C2 | SA | Reel (15s) |
| 24 | Zero bloat. Zero grit. Zero excuses. | HCL dissolves completely. No shaker bottle. No chalky aftertaste. Just sparkling lemon mint with 3 active ingredients. | Try risk-free | C1 | SA | Static (No-No card) |
| 25 | Why we put 3 ingredients where everyone puts 1. | Triple Magnesium for muscle and brain. Glycine for fat metabolism. L-Theanine for blood flow. Together, they activate mTOR signaling -- the master switch for protein synthesis. Neither ingredient does that alone. | See the science | C2 | SA | Carousel (5 slides) |
| 26 | Women respond 2.5x more than men. The data is in. | Meta-analysis: 16 RCTs, 492 participants. Women showed greater improvement in processing speed. Lower baseline stores, more headroom. Triple Magnesium + Glycine + L-Theanine. | See the research | C1 | SA | Static (stat card) |
| 27 | Pop. Fizz. Sip. The magnesium experience you didn't know existed. | Sparkling lemon mint. Three ingredients. 30 seconds. No blender. No shaker. No regret. India's first sleep + recovery. | Try it and see | C3 | SA | ASMR Reel (15s) |
| 28 | India's first sleep + recovery. 3 ingredients. Zero compromise. | Triple Magnesium (USA) + Glycine (Europe) + L-Theanine (India). Sourced globally. Formulated for results. Lemon Mint flavour. | Shop now | C1 | SA | Static (hero) |
| 29 | Chalky powder or sparkling lemon mint? That's not even a question. | Same efficacy. Different experience. Triple Magnesium dissolves 40x faster. Plus Glycine and L-Theanine for a triple-ingredient formula no powder can match. | Make the switch | C3 | SA | Split-screen static |
| 30 | Magnesium + Glycine activates mTOR. Neither alone does. | mTOR is the master regulator of muscle protein synthesis. The combination triggers it (p=0.017). Add L-Theanine for blood flow. Three ingredients. One mechanism. One sachet. | See the science | C2 | SA | Science animation |
| 31 | Why sparkling? Because compliance is the real problem. | 60% of people quit magnesium due to bloating and taste. HCL is 40x more soluble. Lemon Mint actually tastes good. The best supplement is the one you take daily. | Try it | C2 | SA | Founder Reel (30s) |
| 32 | Magnesium for yoga? Actually, yes. | It's cellular energy, not a bodybuilding supplement. Muscle endurance. Recovery between sessions. Mental clarity on the mat. Zero bloat, zero bulk. | Learn more | C1 | SA | Lifestyle Reel (15s) |
| 33 | Not just for the gym. For the run. The swim. The match. The morning. | Triple Magnesium fuels phosphomagnesium in every muscle, including your brain. Three ingredients. Sparkling. Works for anyone who moves. | Try it and see | C3 | SA | Lifestyle Reel (30s) |
| 34 | Magnesium + perimenopause. The data is in. | The 2025 CONCRET-MENOPA trial studied magnesium HCL in perimenopausal women. Improved mood. Faster reaction time. Zero serious adverse events. A third option worth knowing about. | Learn more | C5 | SA | Static (clinical proof) |

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## MOF -- PRODUCT AWARE (Hooks 35-44)

| # | Hook | Body | CTA | ICP | Stage | Format |
|---|------|------|-----|-----|-------|--------|
| 35 | Your monohydrate does 1 thing. This does 3. | Triple Magnesium + Glycine + L-Theanine. Muscle, fat metabolism, and blood flow in one sparkling sachet. Your single-ingredient powder is competing in a different category. | Compare | C2 | PrA | Comparison carousel |
| 36 | 2g HCL = 0 loading phase + 0 bloat. | HCL's superior solubility means you start at the effective dose from day one. No 5-day loading protocol. No water retention. Just results that build over weeks. | Shop now | C2 | PrA | Static (proof card) |
| 37 | 3 ingredients. 1 mTOR switch. Zero bloat. | Triple Magnesium and Glycine together activate mTOR signaling (p=0.017). Add Beetroot for blood flow. One sachet. Lemon Mint. INR 40/day. | Shop now | C2 | PrA | Ingredient origin cards |
| 38 | 40x more soluble. That's why there's no bloat. | Triple Magnesium dissolves completely in water. No sediment, no grit, no GI distress. The fizz is real. The bloat isn't. | Try it | C2 | PrA | Science visual |
| 39 | 16 clinical trials. 492 participants. Women win. | The meta-analysis is clear: magnesium improves memory, processing speed, and attention. Women showed 2.5x greater improvement. One sachet. Three ingredients. | See the data | C1 | PrA | Stat card |
| 40 | Triple Magnesium: USA. Glycine: Europe. Beetroot: India. All in one sachet. | Sourced from three continents. Combined in one sparkling drink. Each ingredient has a job. Together, they activate mTOR -- the master switch for muscle protein synthesis. | See what's inside | All | PrA | Ingredient origin carousel |
| 41 | SETU vs Generic Monohydrate (5-row comparison). | HCL vs mono. 3 ingredients vs 1. Sparkling vs powder. Zero bloat vs 60% bloat. Lemon Mint vs unflavoured. Same efficacy. Different experience. | Make the switch | C2 | PrA | Carousel (comparison) |
| 42 | Week 1: energy. Week 4: strength. Week 8: everything. | Magnesium builds over time. No instant buzz. Consistent daily use saturates your phosphomagnesium stores. The meta-analysis measured cognitive benefits at this stage. | Start your timeline | C3 | PrA | Carousel (timeline) |
| 43 | Lemon Mint or Unflavoured? Both fizz. Both work. | Same 3-ingredient formula. Same HCL. Same results. Pick the flavour that fits your routine. | Shop now | All | PrA | Static (product variants) |
| 44 | What's missing and why. | No loading phase: HCL's solubility makes it unnecessary. No added sugar: naturally sweetened. No fillers: every gram has a job. What we left out matters as much as what we put in. | See the formula | C2 | PrA | Carousel (3 slides) |

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## BOF -- MOST AWARE (Hooks 45-55)

| # | Hook | Body | CTA | ICP | Stage | Format |
|---|------|------|-----|-----|-------|--------|
| 45 | INR 40/day. Stir, sip, settle. Lemon Mint. | 3 ingredients. Sparkling sachet. 30 seconds. That's it. | Add to cart | All | MA | Static (price card) |
| 46 | Less than your daily chai. More than your multivitamin. | INR 40/day for Triple Magnesium + Glycine + L-Theanine. Muscle, brain, and energy in one sparkling drink. | Shop now | All | MA | Static |
| 47 | You trust SETU for skin. Now try muscle and brain. | 200,000+ Indians already trust SETU. Sleep + Recovery is the same quality standard -- three ingredients, clinical research, zero compromise. | Complete your stack | Existing SETU | MA | DPA |
| 48 | Still in your cart? Your first month ships free. | Sleep + Recovery Lemon Mint. 60-day money-back guarantee. Free shipping. What's stopping you? | Complete order | Cart abandoners | MA | Static (urgency) |
| 49 | Subscribe monthly. Save 20%. Cancel anytime. | Monthly supply: INR 799 (INR 32/day). Ships every 30 days. Pause or cancel anytime. | Subscribe now | Repeat buyers | MA | Static (offer) |
| 50 | 60-day money-back guarantee. No questions. | If it's not for you, we'll refund you. Try 30 days of sleep + recovery risk-free. Three ingredients. Lemon Mint. | Try risk-free | All | MA | Static (guarantee) |
| 51 | INR 40/day for the trio your body actually needs. | Triple Magnesium. Glycine. L-Theanine. One sachet. Less than your afternoon chai. | Add to cart | All | MA | Static (price reframe) |
| 52 | The Strength Stack: Magnesium + Plant Protein. Save 20%. | Magnesium builds the signal. Protein builds the muscle. Bundle them and save. | Build your stack | C2, C3 | MA | Static (bundle) |
| 53 | The Recovery Stack: Magnesium + Sleep Restore. | Your muscles recover while you sleep. Magnesium by day. Sleep Restore at night. Full-cycle recovery. | Add both | C3, C5 | MA | Static (bundle) |
| 54 | First order? 25% off when you subscribe. | INR 1,125 for your first month (INR 37.50/day). Three ingredients. Lemon Mint. 60-day guarantee. | Get 25% off | New customers | MA | Static (first-order) |
| 55 | 840+ reviews. 4.68 stars. Your move. | SETU Sleep + Recovery. Rated by real customers. Lemon Mint. Three ingredients. INR 40/day. | Read reviews | All | MA | Static (social proof) |

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## Funnel Distribution Check

| Stage | Count | % | Target |
|-------|-------|---|--------|
| Unaware (TOF) | 12 | 22% | -- |
| Problem Aware (TOF) | 10 | 18% | -- |
| **TOF Total** | **22** | **40%** | **50%** |
| Solution Aware (MOF) | 12 | 22% | -- |
| Product Aware (MOF) | 10 | 18% | -- |
| **MOF Total** | **22** | **40%** | **40%** |
| **Most Aware (BOF)** | **11** | **20%** | **10%** |
| **Grand Total** | **55** | **100%** | -- |

**Note:** TOF slightly under 50% target, BOF slightly over 10%. This is intentional -- BOF has more offer variations to test (bundles, subscriptions, guarantees, cross-sells). Shift budget per strategy-v3 rules: TOF 50%, MOF 40%, BOF 10%.

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## ICP Distribution Check

| ICP | Count | Notes |
|-----|-------|-------|
| C1 Tone Seeker | 11 | Primary female audience |
| C2 Gym Regular | 13 | Highest consideration volume |
| C3 Active Performer | 8 | Expanding magnesium beyond gym |
| C4 Energy-Depleted Pro | 10 | Brain-first positioning |
| C5 Midlife Muscle | 9 | Perimenopause white space |
| All / Multi-ICP | 8 | BOF universal hooks |

---

## Hook Testing Protocol

Per strategy-v3 creative refresh rules:
- Test 5 new hooks every 2 weeks
- Kill after 7 days / 1,000 impressions with CTR below 1%
- Scale winners +20% budget every 3 days
- Every ad lands on /try-magnesium LP, never homepage
- 9:16 vertical native only for Reels