BERO · Conversion / Purchase · Cold / prospecting · Captured 2026-08-21 · By Taylor Sicard
BERO ad teardown: Bero
A screenshotted Forbes article about Tom Holland's shandy line lands on the Daybreak Shandy page, where no press or founder proof appears.
“Tom Holland Says Zendaya Inspired Bero's New Non-Alcoholic Shandies”
Handoff: Partial
The yellow can at the left of the Forbes photograph is Daybreak Shandy, and that is the page: a 12-pack at $28.50, Add to Bag live, tasting notes reading fresh lemon-lime citrus over a crisp lager base. What does not carry is the reason the ad worked. There is no Forbes logo, no press row and no mention of the shandy launch anywhere on the fold, and Tom Holland appears only as a bullet inside the BEROMASTER membership box offering a Q&A. The ad sells a story about four new shandies and the page sells one flavour with four customer reviews and a 4.25 rating, which is a much smaller proof than the one that earned the click.
The read
The whole frame is a screenshot of a Forbes article, masthead included, down to the byline, the timestamp and the Follow Author button. The product shot inside it is editorial rather than commercial: four cans on a wall with a harbour blurred behind them. Only the last inch of the frame admits it is an ad, with a BERO wordmark and the line PREMIUM NON-ALCOHOLIC BEER.
Why it works
- Borrowed masthead. Leading with the Forbes bar means the first thing a scroller judges is a publication, not a brand, which buys a read that a can on a gradient would not.
- The famous name is the pull. Two recognisable people in a headline about non-alcoholic beer is a curiosity that works on people with no interest in the category.
- The pull quote does the objection. Zendaya has never drunk beer, in the founder's own words, quietly answers the doubt that non-alcoholic beer is only for former drinkers.
Objective fit
An editorial screenshot builds belief but sells nothing specific, so the PDP has to name the product and the price fast. It does: title, star rating and a $28.50 Add to Bag all sit in the first screen.
Tagged
- Objective
- Conversion / Purchase
- Funnel
- Cold / prospecting
- Format
- Native / editorialStatic image
- Placement
- Meta reelsInstagram stories
- Category
- Food & Beverage
- Mechanic
- Native camouflageAuthority / expertFounder credibility
- Handoff
- Partial
- Brand
- BERO
Where it breaks
Press-led creative sets a level of credibility the page then has to hold. Landing on four reviews with a two star among them, and no Forbes mention anywhere, drops the visitor from a national publication to a thin review widget in one click.
Sources
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BERO is named here solely to identify the advertising being analysed. Brand names and marks are the property of their respective owners. No brand shown has any affiliation with, or has endorsed, Taylor Sicard Consulting.