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BRW-104: Static — "Makes You Double Check the Label" (Disarm)

Static extension of the proven `A44_Disarm` copy ("makes you double check the label"). A photograph-style flat-lay: Disarm can next to a tasting glass, with the Silver-medal callout. Verbatim winning ad copy.

Metadata

Field	Value
Brief ID	BRW-104
Format	Static (flat-lay editorial)
Product	Disarm Hazy IPA
Persona	Craft Beer Enthusiast
Angle	Award credibility — verbatim winning ad
Emotion	Pride + Curiosity
Awareness	Solution Aware
Funnel	Cold prospecting
Offer	Disarm 6-pack PDP

Copy — verbatim from existing winning ad

Headline (overlay, dominant)

"The kind of NA beer
that makes you double check the label."

Source: META verbatim — A44_Disarm, 2.21 ROAS

Sub-line (above the can)

Disarm Hazy IPA just took Silver at the 2025 World Beer Cup.

Source: META + SPEC verified verbatim

Spec line (under the can)

0.46% ABV. 95 calories. Krush, Sabro, Strata hops.

Source: SPEC verified

No CTA on creative.

Ad-Level Body Text

"Disarm Hazy IPA just took Silver at the 2025 World Beer Cup. And not in some 'non-alc participation award' kind of way. This one showed up. The kind of NA beer that makes you double check the label."

0.46% ABV. 95 calories. Pineapple, mango, citrus.
Free shipping on 4+ six-packs.

[All from META verbatim + SPEC]

Creative Direction

Layout (9:16):
- Top 22%: overlay headline — BN Kragen Bold, off-white on Go Black #121212. Sunbeam Gold on "double check the label."
- Middle 56%: flat-lay — Disarm Hazy IPA can on a wooden tabletop, a half-empty tasting glass with hazy beer next to it, a small silver medal coin (use Gold Medal.png with grade filter to silver) tucked under the can's edge.
- Bottom 22%: sub-line ("Disarm Hazy IPA just took Silver at the 2025 World Beer Cup.") + spec line below it. BN Kragen Bold, off-white.

Photography style:
- Overhead 30°-tilted angle on the wooden surface
- Natural top-down soft light
- Slight shadow under the can
- Real-condensation visible on the can
- Hazy beer in the glass = visible orange-amber haze, slight head retention

⚠️ Compliance:
- Headline + sub-line are direct lifts from the in-market A44_Disarm ad — already approved.
- Silver medal in NA category — do not stylize as "open category" or claim "only NA medalist" (Athletic has medals too, per BRAND guardrail).

Asset sources:
- Disarm can: Can photo renders unedited for PSD AI Lifestyle/ (or pull from BOTM / IG library)
- Medal: MISC-generic brolls/Gold Medal.png (silver-graded)
- Wooden surface: shoot fresh OR Nano Banana 2-generated bar table flat lay

Typography:
- BN Kragen Bold all type
- Headline: 1.6× scale, off-white with Sunbeam Gold accent
- Sub + spec: 0.5× scale, off-white