We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.

This week's anatomy of an ad: - Should She Pick Out the Ring?  - The Mail-In x Liquid IV

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Hosted by: Brett Merriman and Sally deFries

Ad placement: Mid-roll

Ad type: Baked-in

Start point: 00:38:34

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Ad copy: 

“Leading up to your wedding, or after your wedding, perhaps you could use some Liquid IV. I brought a bunch of Liquid IV to Lily and Drew's wedding in Cabo - a big hit with everyone, especially the groomsmen. Yes, it was hot, people were sweating, they'd been drinking all day. They had to replenish the electrolytes and what better way to multiply their energy for the dance floor than with Liquid IV - not only do they have the energy multiplier, not only do they have the hydration, they also have the immune support. We could all use a little immune support… you know what I'm saying is we are still in a pandemic. And, with the New Year here there's no better way to kick off 2022 than by making sure you're feeling like your best self. One goal I have for myself this year as I said is to eat healthier and clean up my dietary routine and I will be doing that with the help of my favorite hydration product Liquid IV because everybody needs to drink more water in addition to eating cleaner. You know Sally how many people don't drink enough water these days? And Liquid IV is going to help me do that this year because one stick of Liquid IV in 16 ounces of water hydrates faster and more efficiently than water alone. All their flavors are good watermelon, lemon, lime, strawberry, pina colada - that's my personal favorite. It's with me literally all the time. I have each different variety of Liquid IV in my laptop bag at this point ready to go for if I  need a little maybe immune support, maybe a little workout boost - pop an energy multiplier, it's green, and then the hydration for either late nights or early mornings help myself out. Maybe I had a little bit of a long night last night, Sally, it was a Tuesday. so I didn't, but if I did Liquid IV would be there for me -  Vitamin B3, Vitamin B5, Vitamin B6, Vitamin B12, and Vitamin C are all in there and it gives you three times the electrolytes of traditional sports drinks. They're on a mission to change the world at Liquid IV. They've donated over 19 million servings globally and for that, we thank them also. Grab Liquid IV in bulk nationwide at Costco or you can get 25% off when you go to liquidiv.com and use code mail in at checkout. That's 25% off anything you order when you use promo code mail-in at liquidiv.com. Experience better hydration today at liquidiv.com promo code mail in"

Let’s break it down to see what works:

The hook: 

“We could all use a little immune support. You know what I'm saying is we are still in a pandemic. And, with the New Year here there's no better way to kick off 2022 than by making sure you're feeling like your best self. One goal I have for myself this year as I said is to eat healthier and clean up my dietary routine and I will be doing that with the help of my favorite hydration product Liquid IV because everybody needs to drink more water in addition to eating cleaner.”
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What do weddings and Liquid IV have in common? In the middle of discussing proposals and weddings, the hosts of The Mail-In seamlessly promoted the sponsor of the episode - Liquid IV, “Leading up to your wedding, or after your wedding, perhaps you could use some Liquid IV. I brought a bunch of Liquid IV to Lily and Drew's wedding in Cabo - a big hit with everyone, especially the groomsmen. Yes, it was hot, people were sweating, they'd been drinking all day. They had to replenish the electrolytes and what better way to multiply their energy for the dance floor than with Liquid IV”. 

This transition made the initial ad-read “...I will be doing that with the help of my favorite hydration product Liquid IV because everybody needs to drink more water in addition to eating cleaner”. It’s safe to say that the hook served its purpose. 

The pitch:

“You know Sally how many people don't drink enough water these days? Liquid IV is going to help me do that this year because one stick of Liquid IV in 16 ounces of water hydrates faster and more efficiently than water alone. All their flavors are good watermelon, lemon, lime, strawberry, pina colada - that's my personal favorite. It's with me literally all the time. I have each different variety of Liquid IV in my laptop bag at this point ready to go for if I  need a little maybe immune support, maybe a little workout boost - pop an energy multiplier…Liquid IV would be there for me -  Vitamin B3, Vitamin B5, Vitamin B6, Vitamin B12, and Vitamin C are all in there and it gives you three times the electrolytes of traditional sports drinks.” 

This part of the ad highlights the brand’s services and unique selling points, which include its health benefits, variety of products, and its packaging. The hosts of this podcast quickly explain how Liquid IV solves several pain points - getting hydrated faster, being able to enjoy a yummy drink while actually consuming water, and the ability to stick the Liquid IV packet anywhere. 

Throughout the pitch, Brett also gives examples of instances when one of the products would come handy - “immune support, workout boost, or even a 2’o’clock grogginess pick me up”.  This is extra beneficial because if a listener is unsure whether this product is relevant to their needs - this easily answers their concern (and leaves them wanting to go checkout Liquid IV’s website for more information). Because this isn’t a podcast for a specific niche, it’s important that the ad-reads match any and all listeners - and Brett and Sally succeeded. 

And, just in case you were left with the lingering thought - but, why can’t I just buy a cold Gatorade instead? Well, as Brett clarifies, “it gives you three times the electrolytes of traditional sports drink”. 

The offer: 

“Grab Liquid IV in bulk nationwide at Costco or you can get 25% off when you go to liquidiv.com and use code mail in at checkout that's 25% off anything you order when you use promo code mail-in at liquidiv.com. Experience better hydration today at liquidiv.com promo code mail in”

By using The Mail-In’s code, listeners can get 25% off their order on the Liquid IV website. It’s important to note that listeners are asked to enter the regular Liquid IV website and plug in the promo code at check out, rather than enter a designated ‘The Mail-In’ landing page.  

Landing page: 
Although Liquid IV doesn’t have a customized landing page for The Mail-In listeners, their website is worth a visit! The website is jam-packed with information about hydration, its specialized CTT (cellular transport technology), and, of course, all the different products available. 

Hits the spot:

The hosts of The Mail-In took the baked-in ad read to a new level - promoting the product/service while recording and seamlessly integrating it into the podcast episode's content. Between the lead up to the ad-read and the hook to the product explanation and promo code, Brett and Sally shared personal anecdotes, funny tidbits and relatable experiences that honestly made us almost forget that it was an advertisement. It was also unique to see that the hosts adapted the ad-read notes on the spot - which added a hilarious flare to the promotion - “Maybe I had a little bit of a long night last night, Sally, it was a Tuesday. so I didn't, but if I did Liquid IV would be there for me”. All these aspects truly made us believe that Liquid IV is not only for athletes or professionals, but even for the average individual that just needs a boost of any kind.

Room for improvement:

There are two aspects that could be improved for the future:

1. Although the natural and authentic nature of the ad-read was spot on, it was a tad bit all over the place. However, this also led me personally to want to take a closer look at the website. 
2. Liquid IV stands out amongst its competitors because of its Cellular Transport Technology - which enhances rapid absorption of water and other nutrients into your bloodstream. When the hosts touched on this, it seemed like they didn’t really know what it was and why it's important.

Partnership track record:

Over the last year, Liquid IV has sponsored 212 podcasts and has sponsored The Mail In 16 times.

Where else has Liquid IV sponsored?

Circling Back, Earn Your Happy, That Sounds Fun with Annie F. Downs, The Majority Report

What other brands have appeared on The Mail-In?

ButcherBox, Calm App, Express VPN, Uncommon Goods, Ritual

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Key takeaways:

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It isn’t easy to promote a hydration-packet, and The Mail-In made it sound easy. The hosts managed to take quite a boring product - packets that help you stay hydrated, with nutrient benefits - and add an entertaining twist thanks to funny, relatable anecdotes. 

I think, because this sponsorship was baked-in, related to the content at hand, and was presented authentically with personal anecdotes, it was not only much more interesting to listen to but engaging. 

It is clear why Liquid IV chose to sponsor The Mail-In - thanks to the host's ability to highlight the service’s unique selling points. I think many brands will turn to this podcast for sponsorships because they know how to promote products/services in a natural, seamless way that makes listeners want to continue listening (and even purchase the product/service - is it just me or am I suddenly thirstier?)

Have you heard a great podcast ad recently? Tell us about it.
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