# Eyepatch Angle Taxonomy v0.1

> Update (21 Oct 2026): the Partner & B2B angle and the claim_type field were retired. Eyepatch covers consumer supplement and nutrition ads only.

*A shared vocabulary for describing nutrition and supplement ads. Published by [Eyepatch](https://eyepatchads.com). Version 0.1, 2026-10-19.*

**License:** [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/). Use, adapt and redistribute freely, including commercially, with credit: *"Eyepatch Angle Taxonomy v0.1, eyepatchads.com, CC BY 4.0"*. The licence covers the taxonomy, definitions and Eyepatch tags; ad creatives and copy belong to their brands.

## Why this exists

Ad libraries tell you *what* ran. This taxonomy describes *why it might work*: the angle (the argument), the hook (how it grabs attention), the format, the awareness stage of the viewer it speaks to, and the type of claim it makes. Every ad in the Eyepatch library is tagged on all five dimensions, so you can ask questions like "which angles run longest for magnesium?" or "which awareness stage does my landing page skip?".

Counts below come from the current library: 982 ads from 165 brands, observed in the public Meta Ad Library. "Days live" is inferred from the public library and is a proxy for durability, not verified performance.

## The five dimensions

| Dimension | Question it answers | Values |
|---|---|---|
| Angle | What is the core argument for buying? | 18 |
| Hook type | How does the first line or first second grab attention? | 16 |
| Awareness stage (Schwartz) | How much does the viewer already know when the ad meets them? After Eugene Schwartz, Breakthrough Advertising (1966). | 5 |
| Claim type | What kind of promise is the ad making? Primary claim only. | 12 |
| Format | What shape is the creative? | 10 |

Rules of thumb: one **angle**, one **hook type**, one **awareness stage** and one **claim type** per ad (the dominant one). **Format** can be multiple (e.g. UGC video + Testimonial).

## 1. Angle

The core argument the ad makes. Slugs are stable and used in URLs: `https://eyepatchads.com/angle/<slug>`.

### Science & proof (`science`)

Studies, specs and mechanisms do the persuading: how it works and why you should believe it.

- Library: 47 ads, median 145 days live. [Angle page](https://eyepatchads.com/angle/science)
- Examples: Ace Blend: “Three forms in one: the complete formula” (674 days) [ad](https://eyepatchads.com/ad/ace-blend-1578550022766593); Cuure: “Improve your stress management: three plants, three jobs” (654 days) [ad](https://eyepatchads.com/ad/cuure-1552221752149925)

### Transparency & purity (`transparency`)

Show the label: disclosed doses, purity numbers, certifications, origin.

- Library: 49 ads, median 157 days live. [Angle page](https://eyepatchads.com/angle/transparency)
- Examples: Bare Blends: “Wholefood blends: here is exactly what goes in” (1175 days) [ad](https://eyepatchads.com/ad/bare-blends-603514771932723); Swisse: “Purest ingredients for health and beauty” (878 days) [ad](https://eyepatchads.com/ad/swisse-981402899771843)

### Us vs them (`us-vs-them`)

Name the weakness of the category or competitors, then position against it.

- Library: 56 ads, median 114 days live. [Angle page](https://eyepatchads.com/angle/us-vs-them)
- Examples: Huel: “You spend 10 on an unhealthy lunch; I spend less than 4” (367 days) [ad](https://eyepatchads.com/ad/huel-2543547372694888); Healthy Metal: “Same as wine, but it sleeps like magic” (284 days) [ad](https://eyepatchads.com/ad/healthy-metal-1395847848688073)

### Myth-busting & reframe (`myth-busting`)

Overturn what the viewer thinks is the cause, the rule or the right way to do it.

- Library: 43 ads, median 90 days live. [Angle page](https://eyepatchads.com/angle/myth-busting)
- Examples: Bulk Nutrients: “Is NAC a must-have supplement?” (453 days) [ad](https://eyepatchads.com/ad/bulk-nutrients-1747983495816634); Huel: “Ditch the crash diets: stay full and focused” (367 days) [ad](https://eyepatchads.com/ad/huel-695100323063620)

### Problem → solution (`problem-solution`)

Open on a pain the viewer feels right now, then present the fix.

- Library: 113 ads, median 101 days live. [Angle page](https://eyepatchads.com/angle/problem-solution)
- Examples: MagCombo: “Fast-acting magnesium, shown working on the muscle” (986 days) [ad](https://eyepatchads.com/ad/magcombo-394010339705651); Bulk: “Hate the texture? Show the opposite” (713 days) [ad](https://eyepatchads.com/ad/bulk-protein-919393643434201)

### Fear of loss & health stakes (`fear`)

Raise the stakes: ageing, muscle loss, side effects, disease.

- Library: 23 ads, median 151 days live. [Angle page](https://eyepatchads.com/angle/fear)
- Examples: Needed: “95% of women are nutritionally depleted” (215 days) [ad](https://eyepatchads.com/ad/needed-778925825286650); Healthy Metal: “The 3am wake-ups are about to come back” (209 days) [ad](https://eyepatchads.com/ad/healthy-metal-2152795858869250)

### Audience call-out (`audience`)

Name exactly who it is for: a life stage, a condition, a job, a diet.

- Library: 68 ads, median 137 days live. [Angle page](https://eyepatchads.com/angle/audience)
- Examples: Vitabiotics: “For men planning a family” (773 days) [ad](https://eyepatchads.com/ad/vitabiotics-531246659299027); Perfect Keto: “Staying keto never felt this easy” (305 days) [ad](https://eyepatchads.com/ad/perfect-keto-1931128864449939)

### Identity & aspiration (`identity`)

Sell who the buyer becomes or wants to be seen as, not what is in the tub.

- Library: 32 ads, median 139 days live. [Angle page](https://eyepatchads.com/angle/identity)
- Examples: Bulk: “Stock up on the essentials” (734 days) [ad](https://eyepatchads.com/ad/bulk-1557481105650253); GHOST: “Be a legend: the whole range as a lifestyle” (495 days) [ad](https://eyepatchads.com/ad/ghost-987498976906924)

### Convenience & routine (`routine`)

Make the habit easier: new format, one scoop, on the go, a ritual swap.

- Library: 107 ads, median 141 days live. [Angle page](https://eyepatchads.com/angle/routine)
- Examples: Bulk: “Hit the daily target they already track” (734 days) [ad](https://eyepatchads.com/ad/bulk-protein-480712898268871); Cuure: “Your personalised supplement routine, in one hand” (654 days) [ad](https://eyepatchads.com/ad/cuure-1225321128568830)

### Taste & indulgence (`taste`)

Flavour, dessert and candy cues turn a supplement into a treat.

- Library: 32 ads, median 126 days live. [Angle page](https://eyepatchads.com/angle/taste)
- Examples: Nutri&Co: “All the pleasure of a chocolate bar, in a protein bar” (545 days) [ad](https://eyepatchads.com/ad/nutri-co-1485273739116537); GHOST: “One number + one flavour, nothing else” (404 days) [ad](https://eyepatchads.com/ad/ghost-protein-754103924088534)

### Launch, drop & collab (`launch`)

Newness: new formulas, limited flavours, licensed collabs, back in stock.

- Library: 65 ads, median 111 days live. [Angle page](https://eyepatchads.com/angle/launch)
- Examples: GHOST: “Licensed flavour collab with a brand everyone grew up with” (468 days) [ad](https://eyepatchads.com/ad/ghost-pre-workout-720041614075765); Celsius: “You asked, we delivered: now in stores” (262 days) [ad](https://eyepatchads.com/ad/celsius-2007271810142632)

### Social proof & reviews (`social-proof`)

Reviews, ratings, member counts and customer testimonials carry the claim.

- Library: 65 ads, median 154 days live. [Angle page](https://eyepatchads.com/angle/social-proof)
- Examples: Cuure: “300,000 people have chosen us. And you?” (654 days) [ad](https://eyepatchads.com/ad/cuure-917245393872239); MagCombo: “Named customer: "I sleep through the night” (591 days) [ad](https://eyepatchads.com/ad/magcombo-magnesium-527413447040989)

### Expert & celebrity (`authority`)

A doctor, expert, athlete or famous face vouches for the product.

- Library: 60 ads, median 103 days live. [Angle page](https://eyepatchads.com/angle/authority)
- Examples: Symprove: “A doctor explains the ingredients” (495 days) [ad](https://eyepatchads.com/ad/symprove-516252294816727); Swisse: “A film star powers through long shoots with it” (369 days) [ad](https://eyepatchads.com/ad/swisse-1168211895227117)

### Results & timeline (`results`)

A specific outcome, or a timeline of when the buyer will notice it.

- Library: 45 ads, median 131 days live. [Angle page](https://eyepatchads.com/angle/results)
- Examples: Bulk: “Two big numbers fill the frame” (713 days) [ad](https://eyepatchads.com/ad/bulk-protein-1481345419231486); JSHealth Vitamins: “How it started vs how it is going” (419 days) [ad](https://eyepatchads.com/ad/jshealth-vitamins-1488663352289512)

### Offer & value (`offer`)

Price, discount, bundle, free gift or guarantee is the hook.

- Library: 109 ads, median 158 days live. [Angle page](https://eyepatchads.com/angle/offer)
- Examples: Swisse: “New to the brand? Start here” (836 days) [ad](https://eyepatchads.com/ad/swisse-1941024389661090); Bulk: “Up to 75% off, catalog-wide” (734 days) [ad](https://eyepatchads.com/ad/bulk-protein-1479426422761942)

### Humour & culture (`humour`)

Memes, puns, parody and cultural moments earn the attention.

- Library: 23 ads, median 66 days live. [Angle page](https://eyepatchads.com/angle/humour)
- Examples: Bears with Benefits: “No shame in the pH game” (280 days) [ad](https://eyepatchads.com/ad/bears-with-benefits-815923618157991); Kaged: “Nobody is dehydrated because they forgot water exists” (182 days) [ad](https://eyepatchads.com/ad/kaged-1727550851563316)

### Free value & content (`free-value`)

Give something useful first: a guide, a programme, a club.

- Library: 38 ads, median 164 days live. [Angle page](https://eyepatchads.com/angle/free-value)
- Examples: Cuure: “Take the free online test for a personalised box” (662 days) [ad](https://eyepatchads.com/ad/cuure-1956801644787208); Pure Encapsulations: “Not sure which supplement suits you? Use our product finder” (320 days) [ad](https://eyepatchads.com/ad/pure-encapsulations-835662259184878)

### Partner & B2B (`b2b`)

Sells to a reseller, practitioner or professional, not the end user.

- Library: 7 ads, median 210 days live. [Angle page](https://eyepatchads.com/angle/b2b)
- Examples: Thorne: “Set up your dispensary: it's that easy” (235 days) [ad](https://eyepatchads.com/ad/thorne-892989386978306); Pure Encapsulations: “Exclusive pricing? Click. Learning? Click.” (210 days) [ad](https://eyepatchads.com/ad/pure-encapsulations-1271513797743317)

## 2. Hook type (`hook_type`)

How does the first line or first second grab attention?

| Slug | Label | Definition | Example | Ads | Median days |
|---|---|---|---|---|---|
| `question` | Question | Opens with a question the viewer answers in their head. | ¿Te quedas sin energía a mitad del entreno? (226ERS) | 84 | 146 |
| `problem-callout` | Problem call-out | Names a symptom, pain or frustration directly, without a question mark. | FOGGY? FATIGUED? IRRITABLE? YOU MIGHT NEED MORE SALT (LMNT) | 95 | 116 |
| `bold-claim` | Bold claim | A confident statement of benefit or positioning. | Not eventually. In two weeks. (Cymbiotika) | 252 | 151 |
| `number` | Number or stat | A figure carries the hook: grams, percent, days, counts. | 20G DI PROTEINE · 86 KCAL (Bulk) | 20 | 134 |
| `curiosity` | Curiosity gap | Withholds the answer: a secret, a twist or a confession. | Magnesium landed me in the ER, and I still take it (BiOptimizers) | 6 | 50 |
| `contrarian` | Contrarian or myth | Contradicts what the viewer believes or the category norm. | You don't need a cold plunge for great sleep. (BiOptimizers) | 41 | 102 |
| `testimonial` | Testimonial or first person | A customer or creator speaks in their own voice. | "Lost 80lbs (so far) with Huel." (Huel) | 22 | 117 |
| `social-proof` | Crowd proof | Ratings, review counts, member counts, best-seller status. | Le Nm Club, c'est déjà 330.000 membres (Nutrimuscle) | 55 | 164 |
| `authority` | Expert or celebrity | A doctor, scientist, athlete or famous face fronts the hook. | Why Jay Shetty Says Sleep Changed Everything (BiOptimizers) | 59 | 109 |
| `audience-callout` | Audience call-out | Names who it is for: life stage, condition, job, sport. | Not feeling like yourself after 40? (Ritual) | 63 | 137 |
| `offer` | Offer | Price, discount, bundle, free trial or gift leads. | BUY 2, GET 2 FREE (Hydrant) | 104 | 151 |
| `how-to` | How-to or education | Teaches something, offers a quiz, recipe, guide or programme. | Ontdek onze Magnesiumtest (Vitakruid) | 29 | 158 |
| `comparison` | Comparison | Sets the product against a rival, a habit or the category. | Your "healthy" hydration drink has 11-13g of sugar per serving. (Kaged) | 57 | 119 |
| `humour` | Humour or meme | A joke, pun, parody or meme format. | Kids are back to learn their ABCs. Parents need vitamins A, B, C & E. (AG1) | 24 | 75 |
| `news` | News or launch | Something new: launch, flavour drop, restock, retailer, collab. | Introducing Lemonade Iced Tea (LMNT) | 70 | 98 |
| `visual` | Visual-led | No verbal hook: a packshot, catalog card or demo does the work. | Catalog card with product name and price only | 1 | 203 |

## 3. Awareness stage (Schwartz) (`awareness`)

How much does the viewer already know when the ad meets them? After Eugene Schwartz, Breakthrough Advertising (1966).

Based on Eugene Schwartz's five stages of awareness (*Breakthrough Advertising*, 1966), ordered from coldest to warmest.

| Slug | Label | Definition | Example | Ads | Median days |
|---|---|---|---|---|---|
| `unaware` | Unaware | Does not yet feel the problem. The ad leads with identity, culture, humour or free value. | Strong is the New Hot (Arrae) | 78 | 130 |
| `problem-aware` | Problem-aware | Feels the problem, does not know the solution. The ad names the pain. | Still tossing and turning? (DormiNatur) | 233 | 115 |
| `solution-aware` | Solution-aware | Knows solutions exist, not why this one. The ad argues mechanism, form, purity or comparison. | Not all probiotics are created equal. (Seed) | 246 | 140 |
| `product-aware` | Product-aware | Knows the product, not yet convinced. The ad uses proof, results, reviews, experts or newness. | 3,388 athletes and counting rate our PF 30 Gel (Precision Fuel & Hydration) | 244 | 118 |
| `most-aware` | Most aware | Ready to buy. The ad gives the deal, the reminder or the catalog card. | Save 33% on Magnesium Bundle (Vitabiotics) | 181 | 158 |

## 4. Claim type (`claim_type`)

What kind of promise is the ad making? Primary claim only.

| Slug | Label | Definition | Example | Ads | Median days |
|---|---|---|---|---|---|
| `structure-function` | Function or benefit | "Supports", "helps", "contributes to": a body-function benefit (incl. EU-authorised health claims). | Magnesium trägt zur Verringerung von Müdigkeit bei (Kräuterhaus Sanct Bernhard) | 405 | 120 |
| `nutrient-spec` | Spec or content | Doses, grams, forms, ingredients or delivery technology. | Five forms of magnesium in one gummy (Be Bodywise) | 29 | 53 |
| `results` | Results or timeline | A specific outcome or when you will notice it, often with a study figure. | Fall asleep 32% faster (Cymbiotika) | 39 | 121 |
| `comparative` | Comparative | Better than, instead of, or vs. a rival, a habit or a drug. | Ditch the coffee jitters (Micro Ingredients) | 49 | 109 |
| `quality` | Quality or purity | Testing, certification, origin, clean label, manufacturing. | 10x fewer impurities than other premium creatine (Momentous) | 47 | 160 |
| `social` | Popularity | Ratings, best-seller, member counts, viral status. | The most-loved magnesium in Italy (Magnesio Supremo) | 60 | 154 |
| `price` | Price or value | Discount, bundle, cost per day, free trial, guarantee. | Stop overpaying for Magnesium (Nutricost) | 119 | 158 |
| `sensory` | Taste or experience | Flavour, texture, ritual feel. | Tastes like a candy bar. (Perfect Keto) | 57 | 122 |
| `lifestyle` | Lifestyle or identity | Who you are or become; no specific product claim. | We Are All Athletes (C4 Energy) | 70 | 122 |
| `business` | Business value | Revenue or margin for a reseller or practitioner (B2B). | A passive revenue stream. (Thorne) | 7 | 210 |
| `disease` | Disease or medical (cautionary) | Implies treating, curing or preventing a disease or drug-like effect. Not permitted for supplements in the EU and risky in the US; kept as a cautionary example. | La diabetes ya no es una condena. (MagCombo) | 62 | 134 |
| `none` | No explicit claim | Brand or product name only, e.g. a retargeting catalog card or a quiz invite. | next magnesium, 120 vegane Kapseln (nextvital) | 38 | 173 |

`disease` is a **cautionary** tag: claims to prevent, treat or cure illness are not permitted for food supplements in the EU and UK (Regulation (EC) 1924/2006) and are restricted in the US. These ads are kept for study and flagged, never recommended.

## 5. Format (`formats`)

| Format | Definition | Ads |
|---|---|---|
| Static | A single image. Product shot, text card, meme or advertorial-style graphic. | 413 |
| UGC video | Creator or customer filming themselves, phone-shot, talking to camera or showing use. | 217 |
| Founder/expert video | A founder, dietitian, coach or doctor speaking on camera for the brand. | 57 |
| Brand video | Produced footage: product B-roll, athletes in action, motion graphics. | 137 |
| Testimonial | Built around a named review or customer quote. | 27 |
| Listicle | "5 reasons…" / numbered benefit list as the ad structure. | 4 |
| Us vs them | Side-by-side comparison layout against a competitor or "regular" product. | 14 |
| Offer | Creative where the deal (discount, bundle, free gift) is the main visual. | 52 |
| Catalog | Dynamic product / catalogue ad generated from a product feed. | 62 |
| Carousel | Multiple swipeable cards in one ad. | 29 |

## 6. Funnel stage (derived, `funnel`)

Where in the funnel does the ad work? Derived from the awareness stage, so it is never tagged by hand.

| Funnel stage | Awareness stages | Meaning | Ads |
|---|---|---|---|
| **TOF** | `unaware`, `problem-aware` | Top of funnel: cold viewers who do not yet know a solution exists | 311 |
| **MOF** | `solution-aware`, `product-aware` | Middle of funnel: viewers comparing solutions and products | 490 |
| **BOF** | `most-aware` | Bottom of funnel: viewers who know the brand and need a reason to buy now | 181 |

Format families used in gap scoring: **Video** = UGC video, Founder/expert video, Brand video, or any ad whose media is video; **Carousel/Catalog** = Carousel, Catalog; **Static** = everything else (Static, Listicle, Us vs them, Offer, Testimonial images).

Brand Gap Report (eyepatchads.com/gap, MCP brand_gap_report). The older per-ad `stage` field (TOFU/MOFU/BOFU, set by hand in v0) is kept for compatibility but is not used for gaps.

### Brand Gap Report scoring

- Cell = product x funnel stage x angle (cautionary ads excluded). Benchmark = library ads for the same product tag, or the whole library when the product has fewer than 12 ads.
- Each brand counts once per cell, with its longest-running ad, weighted log2(1 + days live / 30). So ten ads from one brand never outweigh three brands.
- **Gap**: 2+ brands run the cell and the analysed brand runs none. **Format gap**: the brand runs the cell, but not in the format family that 50%+ of proven ads use (priority x0.6).
- **Evidence**: strong = 4+ brands and median 90+ days; medium = 3+ brands, or 2 brands with median 180+ days; weak = the rest. Gaps are sorted by evidence, then priority.
- Days live is a proxy for performance, not verified ROAS.

## How ads were tagged (v0.1)

- Angle and format: hand-written per ad when the ad entered the library.
- Hook type, awareness and claim type: deterministic rules (from angle, funnel stage, format, hook text and compliance flags), then a manual review pass with 29 corrections. Tag source is stored per ad (`tags_source`).
- Expect some noise; v0.1 is a starting point. Corrections are welcome at eyepatchads.com.

## Machine-readable

- Taxonomy JSON: https://eyepatchads.com/api/taxonomy
- Angles with stats: https://eyepatchads.com/api/angles
- Ads with all tags: https://eyepatchads.com/api/ads
- MCP server (for AI agents): https://eyepatchads.com/api/mcp
- Summary for LLMs: https://eyepatchads.com/llms.txt

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Eyepatch Angle Taxonomy v0.1, eyepatchads.com, CC BY 4.0