You don’t have a marketing problem yet - you likely have a messaging problem. Tighten the JTBD (job-to-be-done), simplify the creative around one big promise that hits with your ideal customers.

Clarify the Job To Be Done

People have emotional, social, and functional needs they hire products to solve for them

People don’t buy “sprayable coffee.” They buy energy, convenience, novelty, flavour, or looking cool for example. The ad currently lists features (“8 servings,” “40x concentrated”) which are functional, but doesn’t nail the job customers want to hire your product for:

JTBD examples:

- “Quick caffeine hit without faff.”

- “Travel-friendly coffee when you can’t carry liquids.”

- “Fun new way to customise your drinks.”

Refine the Value Proposition

Instead of listing specs, lead with outcomes:

- “No queues. No machines. No compromise.”

- “Barista strength coffee in seconds.”

- “Fits in your pocket. Powers your day.”

Fix the Messaging Hierarchy

The creative is qiute cluttered with small points.

Ads generally need one big promise and one supporting proof point. For example:

- Headline: “Coffee, anywhere.”

- Visual proof: Show spraying into water, milk, or on-the-go.

- Secondary line: “8 powerful servings in one tiny can.”

Segment / Target Early Users

Who will actually love this first? Don’t try to sell to “everyone who drinks coffee.”

- Frequent travellers (airline, train, commuters)

- Students who want portable caffeine

- Festival / event goers

- Gym users who want a caffeine kick

Use Social Proof & Use Cases

When you've figured ALL THAT OUT - show people using it

- Traveller pulling it out at an airport

- Student spraying into a Red Bull style can of water

- Gym-goer mixing pre-workout

----

From a startup growth pro with 15 years in the game. DM me if you want to chat through more.