Key takeaways
- Format: Split-screen before/after meme with identical staging on both sides.
- Best for: Alcohol alternatives, functional drinks and sleep or relaxation products.
- Hook: The relatable 'How I feel when…' meme caption.
- Reuse it: Keep the setup identical and swap only your product and the 'before' habit.
Available sizes
What is a before and after ad?
A before and after ad shows the same subject in two states side by side, so the result of using the product is visible at a glance. It's common in skincare, cleaning, fitness and home improvement, but claims shown must be realistic and typical to stay within ad platform policies.
See all before / after ads →Why this before / after ad works
- 01
Controlled comparison
Same person, chair and room on both sides make the drink the only variable, so the viewer credits the change to TRIP.
- 02
Native meme language
The 'How I feel when' caption is a familiar social format, so the ad reads like content, not advertising, and earns the scroll-stop.
- 03
Colour-coded transformation
The grey sweater turns purple to match the lilac can, quietly linking the brand colour to the better outcome.
- 04
Price objection handled
'Less than $2 a can' lands after the emotional payoff and pre-empts the idea that functional drinks are a pricey indulgence.
Full creative breakdown
Who this ad targets
The ad targets adults roughly 25 to 45 who unwind with a glass of wine in the evening but are increasingly sober-curious or wellness-minded. They notice how alcohol affects their sleep and mornings, follow mindful-drinking content and are open to CBD and adaptogens. The price line also speaks to budget-conscious shoppers who assume functional drinks are expensive, making the switch feel easy rather than like a premium lifestyle upgrade.
Copywriting analysis
The copy is minimal and borrowed from meme culture. Repeating 'How I feel when my nightcap is…' on both sides creates a parallel structure, so the eye compares the endings: 'a glass of wine' versus 'a TRIP'. Using the brand name as the noun makes TRIP a direct substitute for wine. The word 'nightcap' frames the product around an existing ritual instead of inventing a new occasion. The bottom line, 'Less than $2 a can', switches from emotion to value, and the shocked emoji adds a playful note of surprise. There is no hard CTA on the image, which keeps it feeling organic and lets the post copy and button do the selling.
Visual design
The layout is a clean vertical split with a thin grey divider. Bold black sans-serif headlines sit at the top of each half for instant readability on mobile. Neutral off-white walls, a matching green chair and soft lighting keep both scenes calm, so the contrast comes from the model's expression, hair and clothing. The lilac can is held at chest height and angled toward the viewer, and the white price banner bridges both halves to tie the story together.
How to adapt this template for your brand
- Pick a habit your product replaces, such as wine, coffee or late-night snacking.
- Shoot both halves with the same model, set, framing and lighting.
- Style the 'before' side tired or frustrated and the 'after' side calm, with clothing in your brand colour.
- Write a parallel meme caption that changes only the final words.
- Add a short value banner across the bottom, such as price per serving or a key benefit.
Tips for food & beverage ads on Meta
On Meta, run this in Feed and test a 4:5 crop so the headlines stay readable on mobile. Keep primary text short and lead with the swap message. On TikTok, turn it into a quick two-shot transition video with the same captions on screen. Check Meta and TikTok policies on CBD and alcohol comparisons per market before launching, and avoid health claims about sleep or anxiety.
About this creative
This TRIP ad uses a split-screen before/after layout built on a popular meme format. Both halves share an identical setup: the same woman, the same green velvet chair and the same neutral interior, so the only variable is the drink. On the left, under the caption 'How I feel when my nightcap is a glass of wine', she looks exhausted, with messy hair, dark circles and a grey sweater, holding red wine. On the right, captioned 'How I feel when my nightcap is a TRIP', she appears rested and composed in a purple sweater that matches the lilac TRIP Calm can she holds toward the camera. A white banner across the bottom adds 'Less than $2 a can' with a shocked emoji, turning an emotional comparison into a rational value argument. The palette is soft and warm, letting the lilac product pop. Overall it feels native to social feeds rather than like a polished brand ad.
Meta ad · 1200 × 1200 · Food & Beverage
CBD Drink Before/After Ad: The TRIP Nightcap Meme
This square before/after ad from TRIP positions its Calm CBD drink as a smarter nightcap than wine. A split-screen meme contrasts a tired wine drinker with a refreshed TRIP drinker, then closes with a price hook. Use it as a template for any alcohol-alternative or wellness drink on Meta or TikTok.
Added
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Details
Ad copy
Primary text
Swap the 10pm glass of wine for a can of TRIP Calm. Botanicals and CBD, no morning after, and less than $2 a can. Your mornings will thank you. 🌙
Description
Less than $2 a can
On-image text
HOW I FEEL WHEN MY NIGHTCAP IS A GLASS OF WINE | HOW I FEEL WHEN MY NIGHTCAP IS A TRIP | Less than $2 a can 😨 | TRIP calm (can label)
Headline ideas for this template
- 1Your nightcap, minus the morning after
- 2Swap the wine. Keep the ritual.
- 3Calm in a can for under $2
- 4Same evening ritual, better tomorrow
- 5The nightcap upgrade you'll feel by morning
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
