Angle category · us-vs-them
Us vs them
Name the weakness of the category or competitors, then position against it.
Hook types
Awareness stage
Formats
Products
Plain-text summary
The "Us vs them" angle (us-vs-them) in the Eyepatch Angle Taxonomy v0.1: Name the weakness of the category or competitors, then position against it. Eyepatch has 59 long-running supplement and sports-nutrition ads using it, from 47 brands. Median days live: 111; longest: 369 days; 24% have run 180+ days and 2% 365+ days. Most common formats: Static (26), Us vs them (13), UGC video (11). Most common hook types: Comparison (58), Contrarian or myth (1). Top products: creatine (8), protein (7), multivitamin (6), nootropic (5). Longest-running example: "You spend 10 on an unhealthy lunch; I spend less than 4" by Huel (369 days).
All 59 ads, longest-running first
369dYou spend 10 on an unhealthy lunch; I spend less than 4
314dMost of them don't work; here's why ours does
286d"Same as wine, but it sleeps like magic"
273dDitch the coffee jitters
239dWe are so sorry (that we made everyone else look overpriced)
237dSix times more effective than protein
233dCreatine gummies are one of the worst innovations, here's why
224dWhat you taste vs what you feel
219dNot all [ingredient] is the same: teach how to judge quality
211dNot all magnesium is equal
208dUse this instead of wheat flour
205dA granola unlike the others
185dThe weight-loss drug vs a probiotic: which is better?
184dYour "healthy" drink has a tablespoon of sugar
163dChoose us: ticks for us, crosses for the rest
161dUrinary tract support, antibiotic-free
152dNot another fad diet
146dSmooth wrinkles from the inside, without injections
143dMost supplements promise everything; very few deliver
142dEvery brand claims gentle. Here is a list that is easy to digest
142dWhy give your kids a sugar-coated vitamin every day?
142dWhy I choose chewable over gummy vitamins, every time
140d85% less sugar than leading hydration packets
139dMost brands formulate for margins; we formulate for results
127dTried it and felt nothing? The problem was the bottle
125dNot all proteins are equal: no fillers, no inflated protein
124dStop chugging boring creatine
123dForget the creams: target cellulite from within
121dNeed an alternative to gels?
111dThe gel for people who hate gels
105dOne scoop vs a cabinet of pill bottles
104dIt works where creatine can't: your cells
104dCreamer: 0g protein. This: 13g. Same coffee.
99dPrescription focus? Nah, mushrooms
83dEnergy without depending on coffee
82dOne step beyond the habit they rely on now
81dCrush your day without the 2 p.m. crash
78dWhat if your vitamin C barely did anything?
77dSay no to the prescription: focus without it
77dThe natural alternative to a known drug
75dPlant protein without the bloating
70dMore effective than protein
68dMost [category] don't survive; ours does (mechanism demo)
65dYour sign to ditch the candy gummy vitamins
64dMost sleep products knock you out, then leave you groggy
62dUnderdosed? Unacceptable.
61dOurs vs the alternative: a comparison table
60dGoodbye creatine belly, hello sculpted results
59dWomen over 40 need creatine more than collagen
48dSleep support without the melatonin
48dNot all creatine is created equal: peptide-powered for tone
48d"Check the label": one stat that makes rivals look unverified
43dNot all [category] are created equal
42dNot all collagen is created equal: ticks for us, crosses for the rest
40dMost use cheap forms; we use three good ones
37dClinic-grade results, without the needle
35dMost creatine does one thing; ours does three
34dTired of too-sweet shakes with an artificial aftertaste?
33dMost creatine has one flavour: nothing. We have five
Other angles
Science & proof · Transparency & purity · Myth-busting & reframe · Problem → solution · Fear of loss & health stakes · Audience call-out · Identity & aspiration · Convenience & routine · Taste & indulgence · Launch, drop & collab · Social proof & reviews · Expert & celebrity · Results & timeline · Offer & value · Humour & culture · Free value & content