Ultra Case Study - Taikun Digital

Ultra, a nicotine-free and caffeine-free pouch brand, faces fierce competition against entrenched consumer habits around Zyn, caffeine, and energy drinks.

Ultra partnered with Taikun Digital to produce a high volume of testable assets that both stay on brand and outperform the other creative already running in their ad account.

What We Did

We identified Ultra’s target audience as performance-driven individuals such as entrepreneurs, athletes, and biohackers looking for focus without the crash or addiction cycle.

The messaging had to educate quickly (“what is Ultra?”) while aligning with aspirational identity (“I’m upgrading my performance”).

Creative Frameworks

Each round delivered 10 briefs combining original ideas and tested iterations. Concepts were grouped by creative archetype and hypothesis:

Formats included:

UGC from creators in tech, performance, and fitness spaces
Motion explainers clarifying benefits
Static ads with clean renders and comparison visuals
Video edits emphasizing lifestyle and design

Each concept was built across multiple formats (1:1 and 9:16) for maximum learning velocity.

Testing focused on identifying which hooks educated quickly while standing out in crowded feeds, which visual treatments best combined futuristic polish with human warmth, and how to strike the right balance between clear, benefit-driven messaging and more conceptual storytelling.