Bragg Vibrant Living × PurePlay AI

Section 02

Know Your Competition

Every media dollar your competitors have spent is public record. Here's what the data says — and where the opening is.

Competitive Snapshot

Brand	Media Investment	CTV Airings	SOV	Key Platforms	Celebrity	Strategy
Poppi	$43M (TV+Digital)	448 airings 21 creatives	11.1% soda SOV	Tubi, Peacock, NBC, YouTube TV	Charli XCX (SB LX), Alix Earle	Aggressive mainstream; Gen Z-first; Super Bowl anchor
Olipop	Emerging (shifted 2024)	9 creatives 8 airings	40-45% budget in CTV	Hulu, Roku, Amazon Fire, ESPN	Jean Smart (Jan 2026), Gwyneth Paltrow	TikTok-to-TV migration; nostalgic/retro
Bragg	Currently 0 CTV	—	0%	—	TBD (Katy Perry/Orlando Bloom in consideration)	ENTERING Q3 2026 — first mover opportunity

The Gap: Neither Poppi nor Olipop can claim 100-year heritage, science backing, or ACV authority. That lane is entirely Bragg's.

Creative Signal Scorecard

Creative Performance Signals — Comparative Analysis

Signal Breakdown

Well-Being

Bragg 7.75 Poppi 3.2 Olipop 5.0

Trust (Bragg's defining edge)

6.25 0.0 0.0

Vis-Verbal Cohesion

7.0 6.4 5.5

Adults 18+ Resonance

7.25 5.2 7.0

Narrative Score (the gap)

1.0 5.6 8.0

Key Insight: Bragg scores 6.25 on Trust — while both competitors sit at zero. Narrative is the one gap. A 60-90s BVL manifesto closes it and becomes the campaign's defining asset.

What They're Running

Source: iSpot.tv (Poppi, Olipop) & YouTube (Bragg) — thumbnails link to original ad

▶

iSpot.tv

Poppi

"Make It Poppi" — Super Bowl LX, 2026

CTV / :30s · 130 airings post-SB

Charli XCX transforms a college classroom into a party. High-energy Gen Z anthem. Creative by MIRIMAR, dir. Aidan Zamiri.

"Right This Second" — Super Bowl 2025

CTV / :30s · 29.1M households reached

Alix Earle, Jake Shane, Rob Rausch. Influencer-as-celebrity crossover. Most-watched Super Bowl ad of 2025.

"The Future of Soda Is Now" — Super Bowl 2024

CTV / :60s · Category-defining entry

First Super Bowl appearance. Set the tone for 3 consecutive years of SB dominance. The campaign that put functional soda on the map.

"Soda's Back" — First Hulu CTV Spot

CTV / :15s · 5B influencer reach

First Hulu CTV placement. 360-degree summer campaign: streaming, digital, OOH. NYC, Hamptons, LA, Atlanta, Austin.

"Kids Table" — Taste That Takes You Back

CTV / :30s · Premiered Peacock / The Traitors

Jean Smart time-travels to childhood family dinner on a sip of Shirley Temple Olipop. 4-spot nostalgic series. Dir: Adam & Dave.

VIEW ON ISPOT →

▶

YouTube · Your Creative

Bragg

"A Dose of What Works" — 2023–Present

CTV + Digital · By Fortnight Collective

Overflowing supplement cabinets vs. Bragg simplicity. Trust-first, anti-trend positioning. This is the equity BVL Q3 builds from.

WATCH ON YOUTUBE →

▶ Bragg "A Dose of What Works" — Cut 2 ▶ Bragg "A Dose of What Works" — Cut 3 → All 21 Poppi creatives on iSpot → All Olipop creatives on iSpot

The Competitive Gap

Where They Win

Massive media budgets ($43M combined)
Celebrity reach (Charli XCX, Gwyneth Paltrow)
Strong Gen Z/Millennial narrative scores
First-mover CTV presence in mainstream apps

Where They're Exposed

0% Trust score on creative signal analysis
No science or heritage credibility to back wellness claims
Concentrated on just 4-5 apps — most premium inventory untouched
Poppi contains trace ACV — neither brand has ACV as their identity. Bragg is ACV.
53% of ACV intent searches are culinary (Google data) — a category only Bragg can own

Section 03

Targeting Where It Matters Most

Three audience segments, each with distinct data signals, messaging strategies, and path-to-purchase logic.

Primary

Healthy Balancers

Seeks the sweet spot between health and enjoyment. Reactive, not proactive. BVL is the reset trigger — used for specific wellness needs. Women 25-54. High trust, medium frequency.

Data Signals

Experian W25-54 Oracle Healthy Habits Reset Experian Balanced Wellness Shoppers PurpleLab GLP-1 (deterministic) Competitive Conquesting

Target W25-54 across wellness, lifestyle, and family CTV. Pair with ACV-specific contextual targeting via DV360.

Growth

Health-Conscious Experimenters

Open to better-for-you options but overwhelmed by choices. Craves simplicity and a brand they can trust. Bragg's 100-year heritage cuts through the noise.

Data Signals

MRI-Simmons Reactive Health Trackers Premium Niche wellness apps Hallmark+ lifestyle content

Expand into Premium Niche wellness apps, Hallmark+, and lifestyle content. Authority-based messaging.

Intent

ACV Category Seekers

Actively searching ACV benefits, natural remedies, and wellness routines. Highest purchase intent. Closest to the buy.

Data Signals

Epsilon Metabolism & Weight Support Affinity Answers ACV Enthusiasts Custom DV360 intent audiences

Custom DV360 audience built around ACV benefits, apple cider vinegar remedies, and natural health. CTV + YouTube sequential.

PurpleLab GLP-1 Deterministic Data — Exclusive to PurePlay

Deterministic dataset of consumers prescribed GLP-1 medications (Ozempic, Wegovy, Mounjaro) requiring nutritional support. ACV's documented impact on metabolism and gut health makes Bragg a natural fit for this rapidly growing cohort. This data is not available on any other DSP.

U.S. ACV & Wellness Beverage Addressable Universe

Section 04

Regional DMA Intelligence

Competitor investment density vs. audience affinity reveals two distinct market types — where absence is brand risk and where first-mover spend creates durable SOV.

DEFEND — Competitors active. Absence = brand risk.

ATTACK — Competitors underweight. First-mover window.

Defend Washington, DC 3.9% DOV

Highest wellness affinity. Educated professional demo. Competitors consistently active. Absence here is a statement.

Attack Raleigh-Durham, NC 2.2% DOV

Research Triangle. Most educated, health-forward sub-market in the region. Category largely unclaimed.

Defend Los Angeles, CA 6.3% DOV

Bragg's home market. Highest competitor DOV in the dataset, yet 32% below avg spend per HH.

Attack SF Bay Area, CA 2.8% DOV

Epicenter of U.S. wellness culture. 40% below median competitor investment per household.

Defend Chicago, IL 4.9% DOV

#3 DMA nationally. Highest competitor activity in the region.

Attack Columbus, OH 1.6% DOV

Major university market. Younger wellness-adjacent demo. Low competitor noise. High affinity index.

Defend Dallas–Ft. Worth, TX 4.4% DOV

Region anchor. 3M+ TV HH. Competitors most active. Strong brand awareness play.

Attack Austin, TX 1.0% DOV

Biggest anomaly in the dataset. Fastest-growing wellness city in America. 42% below average investment.

Regional Budget Allocation — Q3 2026

Section 05

The Avoid / Own Inventory Map

While Poppi and Olipop fight over the same four apps, Bragg owns the inventory they never bothered to claim.

⚠ AVOID — Competitor-Dominated Apps

Tubi TV

97.4% Poppi SOV | 50.0% Days of Visibility

Poppi's home turf. Half of all Tubi days carry their message. Entering here means fighting at full price for their audience.

Peacock

94.0% Poppi SOV | 8.9% DOV

Poppi's premium stronghold. Showing up here means showing up in their shadow, at premium CPMs.

NBC App

91.0% Poppi SOV | <1% DOV

Poppi owns the broadcast app. Limited inventory headroom and high competitive noise.

YouTube TV

81.4% Poppi SOV | 2.5% DOV

Poppi-heavy, Olipop active. Most contested inventory in the functional beverage category.

✓ OWN — Bragg's Whitespace

Food Network Go

0% Competitor DOV

Highest purchase-intent wellness audience in the plan. ACV content is native here. Total whitespace.

TLC Go

0% Competitor DOV

Lifestyle and reality female 25-54. Perfect audience alignment. Zero cost premium from competitive pressure.

HGTV Go

0% Competitor DOV

Home-focused, trust-first female demo. Exactly the context where Bragg's heritage story resonates.

Hallmark+

0% Competitor DOV

Brand-safe, loyalty-driven audiences. Zero competitor presence. Premium impression quality.

OWN (Oprah Winfrey Network)

0% Competitor DOV

Wellness-forward female audience. Deeply brand-aligned. Highest authority context available.

AMC+

0% Competitor DOV

Premium content viewers. High completion rates, brand-safe environment. Undervalued by competitors.

This framework is monitored weekly and adjusted in real time so that advantage holds through the entire Q3 flight.

Inventory Tier Architecture

Ultra Premium

Flagship Streamers

$32 CPM

The five major streaming platforms with the largest authenticated audiences. Being present here signals that Bragg belongs at the highest level — premium content, premium brand.

Hulu

Largest AVOD · F25-54 stronghold

Disney+

Family & household · broad reach

Peacock

Sports & news adjacency · premium scale

Paramount+

Broad demo · live sports + entertainment

Max

Prestige content · high-income demo

Niche

Brand-Aligned Specialty

$28 CPM

Contextually precise, brand-safe specialty networks where the content directly reinforces the Bragg message. Every placement is a natural fit — zero competitor pressure.

Food Network Go

Cooking & wellness · 0% competitor DOV

HGTV Go

Home & lifestyle F25-54 · 0% DOV

OWN

Wellness-forward female · highest authority

Hallmark+ · TLC · AMC+

Brand-safe loyalty audiences · 0% DOV

Tastemade · Bravo · CTV Wellness PMP

Intent & context · health adjacency

Core

FAST & Scale

$26 CPM

Free ad-supported streaming platforms with massive reach and low friction. Drives frequency and household penetration at the most efficient CPM in the plan.

Tubi

Largest FAST · massive reach · diverse demo

Pluto TV

Linear-style FAST · strong household penetration

Samsung TV+

Device-native · in-market HH audience

Roku Channel

Platform-native · 80M+ active accounts

Philo

Entertainment-focused · value-conscious demo

Section 06

Sequential Retargeting — From Awareness to Action

CTV plants the brand story. OLV and YouTube follow the exposed household all the way to the purchase moment.

Step 01

CTV EXPOSURE

The manifesto video runs on premium CTV — the biggest screen, the highest attention, the longest format. This is where the brand story lands. 97%+ video completion rate guaranteed across all placements.

Format60-90s manifesto

Budget$500,000 base

VCR97%+ guaranteed

Viewability100% MRC standard

→

Tier 2 only

Step 02

OLV SEQUENTIAL

Every household that saw the CTV spot gets followed to mobile and desktop with shorter, action-oriented cut-downs that build on what they already felt.

Format:15s / :30s

Budget$120,000

CPM$17.50

Impressions~6.9M

→

Tier 2 only

Step 03

YOUTUBE RETARGETING

The final touchpoint — premium YouTube environments where purchase intent is highest and the audience is already in a decision mindset.

Format:15s / :30s / :60s

Budget$80,000

CPM$15.00

Impressions~5.3M

Steps 2 & 3 are the $200K Sequential Layer — Tier 2

The BVL Portfolio — Three New Products Launching Q3 2026

Nutritional Yeast

Cheesy flavor for vegan/flexitarian consumers. Unique in the Bragg portfolio. Cross-promotes across recipe and health audiences.

Yeast Puff Snack

First Bragg snack product. Extends brand into new retail/aisle context. Younger demo appeal and broader distribution opportunity.

RTD Sparkling Beverage

Ready-to-drink sparkling ACV format. Directly competitive with Poppi/Olipop in the functional soda space. Key BVL launch vehicle.

Sequential retargeting creates the path: they feel the BVL story on CTV, then see the specific product that matches their moment across OLV and YouTube.

Section 07

Pulse Measurement Suite

Every impression is tracked. Every dollar is accountable. Every outcome is measured.

+3 pts

Brand Awareness Lift Target

Measured pre and post campaign via DISQO brand lift study — included at both tiers

97%+

VCR

vs. 90-99% industry avg

100%

Viewability

Full-screen CTV = 100% MRC

<1%

IVT Rate

DoubleVerify/IAS verified

Frequency

Per week per HH — optimal reach

Platform Benchmarks vs. PurePlay Guarantees

Metric	Industry Average	PurePlay Guarantee
Video Completion Rate	90-99%	97%+ ✓
Viewability	90-95%	100% ✓
Invalid Traffic (IVT)	<3%	<1% ✓
Brand Safety	95%+	99%+ ✓
Average CPM	$25-35	$27.50 flat ✓
OLV VCR	65-75%	85%+ ✓
OLV CTR	0.08-0.12%	0.15%+ ✓
YouTube VCR	75%+	85%+ ✓

Measurement Study Options — Choose One at Tier 2

Attain Sales Lift

Financial transaction data. Measures offline purchase lift using OFA bank account and credit card data. Proves CTV drives in-store Bragg purchases with actual transaction evidence.

Cuebiq Foot Traffic

Mobile location data. Measures store visit lift for CTV-exposed households vs. unexposed control group. Best for retail traffic attribution across Bragg's distribution footprint.

Both designed to connect media investment directly to business outcomes. Choose one at Tier 2.

Section 08

Choose Your Investment Tier

Two plans, one goal — establish Bragg as the undisputed authority in functional wellness on connected TV.

Tier 1

$500,000

CTV-only plan maximizing premium reach across four regions — zero competitor overlap, pure whitespace inventory throughout the Q3 flight.

18.2M

Impressions

$27.50

Flat CPM

97%+

VCR

$30K

Added Value

Region	States	Budget	CPM	Est. Impressions
South Atlantic	FL, GA, SC, NC, VA, MD, DC	$150,000	$27.50	~5.5M
Pacific	CA, OR, WA	$125,000	$27.50	~4.5M
East North Central	IL, OH, MI, IN, WI	$125,000	$27.50	~4.5M
West South Central	TX, OK, AR, LA	$100,000	$27.50	~3.6M
TOTAL		$500,000	$27.50	~18.2M

RECOMMENDED

Tier 2

$700,000

CTV reach plus sequential retargeting — follows the audience all the way to the buy. The full-funnel plan with measurement that proves it worked.

30.7M

Impressions

$22.80

Blended eCPM

97%+

VCR

$50K

Added Value

Component	Budget	CPM	Est. Impressions
CTV (4 regions)	$500,000	$27.50	~18.2M
OLV Sequential Retargeting	$120,000	$17.50	~6.9M
YouTube Retargeting	$80,000	$15.00	~5.3M
Bonus OLV (5% added value)	$0	—	~0.3M
TOTAL	$700,000	$22.80	~30.7M

Added Value Comparison

Deliverable	Tier 1 — $30K Value	Tier 2 — $50K Value
High-Impact Creative Overlays	2 custom (L-bars + squeeze-backs)	3 custom ✓
DISQO Brand Lift Study	✓ Included	✓ Included
Audience Data & Insights Report	✓ Included	✓ Included
Sales Lift (Attain) OR Foot Traffic (Cuebiq)	—	✓ Choose one
Bonus OLV Impressions (5%)	—	✓ ~300K bonus

Section 09

Why PurePlay

Six capabilities that don't exist anywhere else — and that make this proposal executable, not aspirational.

Pulse Intelligence

Creative analysis, competitive landscape mapping, and DMA-level market data drive every placement decision. The Avoid/Own framework, the Trust score advantage, the DMA insights in this proposal — all of it comes from Pulse. No other platform runs on this.

PurpleLab GLP-1 Data

Deterministic dataset of consumers prescribed GLP-1 medications (Ozempic, Wegovy, Mounjaro) requiring nutritional support. Exclusive to PurePlay. The only way to reach this cohort at this level of precision — on any platform.

Avoid/Own Framework

The inventory map keeps Bragg's budget off competitor-dominated apps and actively monitors the competitive landscape throughout the entire Q3 flight. Weekly updates. Real-time shifts when conditions change.

Direct Supply Access

Direct supply-side access means lower CPMs, guaranteed premium placements, and no middlemen. No hidden fees. No wasted spend in reseller margins. The $27.50 flat CPM reflects this directly.

$50K Added Value

Creative overlays, DISQO brand lift, audience insights, and measurement studies. Standard at Tier 2. Nothing to negotiate, nothing to upsell. The value is built into the plan by design.

Sequential Architecture

CTV plants the story. OLV reinforces it. YouTube converts it. The exposed household is followed all the way to the buy — awareness doesn't stop at the TV screen when it doesn't have to.

The space is validated. The winner hasn't been crowned.

Poppi proved the category. Olipop proved the audience. Bragg has what neither can buy — 100 years of trust, science-backed wellness authority, and a brand story worth telling on the biggest screen in the house.

Step 01

Lock Your Investment Tier

$500K (Tier 1) or $700K (Tier 2 — recommended). Both plans are ready to execute July 1.

Step 02

Align on Creative Specs

Confirm creative trafficking timeline and overlay specs. PurePlay handles technical setup and publisher trafficking.

Step 03

Launch July 1, 2026

Q3 2026 is the window. The BVL product launch and CTV debut hit simultaneously — first mover advantage is the play.

Prepared by

PUREPLAY × BRAGG | Q3 2026 CTV Launch Proposal | Confidential

Confidential Presentation