David Protein

Ad teardowns

2 ads paired with the page they clicked to, and rated, in The Handoff.

Two teardowns from a brand that has decided to own a metric rather than a flavour. The chart ad ranks David's own products against each other first and the rest of the category second, and it survives the click cleanly: the claim is restated twice on arrival, in the eyebrow and in the headline. The bundle ad is the opposite. It shows its working in per-bar cents, $3.25 becomes $2.60, priced and typeset like editorial rather than like a sale, and then lands on a page that opens on a product introduction instead of an offer, so the reader arrives holding an arithmetic they cannot complete. The contrast is useful precisely because it is the same brand, the same design language and the same week: the difference is entirely which page the click was pointed at.

• Committed to delivering the most protein for the fewest calories across all its products.The ad's claim, "Committed to delivering the most protein for the fewest calories across all its products", is restated twice on arrival, in the eyebrow "28g protein.2026-08-19Continuous
• Build a BundleThe ad is an offer, not an introduction: "Build a Bundle", "Try all 4 Bronze flavors and get a free carton.2026-08-19Break

Continuous: the click arrives intact. Partial: it arrives, but the reader has to do work the ad did not warn them about. Break: it does not arrive.

The welcome popup

Captured September 2026 on desktop and mobile from a US address, first visit, nothing typed into any form. One of 152 in the welcome offer tracker.

Desktop1440 x 900

Step twoBehind the gate, desktop

Mobile390 x 844

Step twoBehind the gate, mobile

Offer

10% off

subscription

First pane

Quiz gate

First field

Email

Trigger

Scroll

Size, desktop

Large

Size, mobile

Takeover

Vendor

Klaviyo

Stack loaded

Klaviyo

Tone

Straight

• 10% off against a median of 15% across the 152-brand ledger, above 1% of the percent offers there.
• The field sits behind a gate, as it does for 76 of 152 popups in the ledger.
• Rendered by Klaviyo, which accounts for 55 of those 152.

Compare

Other brands in this set that share what was measured here.

How this is kept

The welcome popup is recaptured on a monthly cadence for the top of the market and quarterly across the wider directory, so this page gains a column rather than being rewritten. Ad teardowns are added when a new creative is captured and rated against the page it clicks to.