We covered how Oasis expanded past water bottles a couple days ago. Now, they’re pushing harder into new product categories (food, toothpaste, mouthwash, bread, bananas) and the messaging is shifting.
They lead with: “Here’s why you should NOT eat/use this (and why).”
Then they end with what to buy instead which is the perfect moment to flash the app’s high score on the replacement product.
It’s converting because it creates urgency: viewers feel like they’re already making the wrong choice. The truth about “___” with a famous product.
Example: a clip about rotisserie chicken hit 1.6M views. He frames it like an exposure piece: “Costco is being sued…”
Same playbook on smaller products too: 137K views on Tom’s of Maine toothpaste.
This is a good format for any consumer app to copy.
The format
1) Call out a mainstream item
Pick something common and recognizable.
2) “Don’t [eat] this” hook
One line that makes the viewer stop.
3) Stack 3–6 short reasons
Short list of “why’s”
4) Replacement + score (CTA)
Show the safer option/ the solution. This is where apps win because the result screen becomes the payoff:
Few examples on how you could adapt:
- Finance apps: “Don’t pay this fee.”
- Travel apps: “Don’t book like this.”
- Dating apps: “Stop wasting swipes on strangers.”
- Productivity / AI apps: “Stop taking notes like this.”
Good luck.
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