Six pages. One core learning per page.
Each page is the executional answer to a learning that kept showing up in Delta's ad data. The page mirrors the winning angle, the proof point sits above the fold, and the friction between click and cart is cut to the floor.
5mg · Sampler
The Light Sampler
"Curious about the can? Start light."
For the first-timer.
First-timers stall on tier choice. Variety packs convert harder than single-flavor offers.
H1 mirrors the winning ad. 0/0/0 and social proof in the first scroll. Sampler is the only buy option.
5mg · Guide
The Light Guide
"The 5 things to know before you pick your first Garden Seltzer."
For the category-curious.
Curiosity beats discount for cold first-timers. They want the rules of the road, not a deal.
Numbered "5 Things to Know" listicle. Half-can pacing rule. The buy box only appears after the lesson.
10mg · Sampler
The Moderate Sampler
"The perfect social drink. Without the next-day headache."
For the sober-curious at the dinner table.
"Drink with the room" outpulled every spec-led angle for the moderate audience. Belonging is the lever.
Hero puts cans on a dinner table with wine glasses behind. H1 reinforces the social moment. Each flavor mapped to a course.
10mg · Guide
The Moderate Guide
"5 reasons your most social friends are drinking this."
For the host curating the room.
The aspiration angle ("what your friends are quietly drinking instead of wine") outperformed solo-drinker copy.
5 reasons in the host's voice. Wine vs cocktail comparison anchored on morning cost. Sampler defaulted in the cart.
20mg · Sampler
The Bold Sampler
"Get the night back. Keep the morning."
For the experienced sipper winding down.
Relief was Delta's most under-served emotion. Anxious sleepers responded to it harder than to any other angle.
Bath-caddy hero. "Fast onset, slow finish" and the half-can rule above the fold. Anxious-sleeper testimonials.
20mg · Guide
The Bold Guide
"5 nights the Bold was built for."
For the buyer building the ritual.
The more specific the moment, the harder it converts. "The bath night" beats "unwind."
Five labelled night-scenes, one flavor each. Half-can framed as the feature. No discount, no urgency.