Key takeaways
- Format: Illustrated 'how I feel when' meme comparing an old habit with the product.
- Best for: Alcohol alternatives, functional drinks and healthier swap products.
- Hook: Naming a common evening ritual – the glass of wine – and showing its downside.
- Reuse it: Swap in your category's old habit and keep a per-unit price as the sign-off.
Available sizes
What is a meme ad?
A meme ad borrows a familiar meme format or internet joke and adapts it to the product or the buyer's problem. It feels native to social feeds and is highly shareable, but depends on the meme still being recognisable to the audience.
See all meme ads →Why this meme ad works
- 01
Familiar ritual
Many people unwind with a glass of wine. The ad meets them in that moment instead of preaching.
- 02
Product replaces, not adds
Trip is positioned as a direct swap for the nightcap. It's easier to change one drink than a whole habit.
- 03
Colour tells the story
Dark navy jumper and red wine versus cream jumper and pale blue can. The mood shift is visible without reading.
- 04
Price beats wine
Less than $2 a can is cheaper than most glasses of wine. It removes the cost objection.
Full creative breakdown
Who this ad targets
Adults aged 25–45, especially women, who drink a glass of wine to unwind in the evening and are sober-curious or trying to cut back on alcohol. They care about sleep quality, waking up fresh and wellness, and are open to functional drinks like CBD or adaptogen beverages. They enjoy meme humour on Instagram and TikTok. The US price points to an American audience, and it suits Dry January or wellness-season campaigns.
Copywriting analysis
The copy uses the well-worn how I feel when meme structure, swapping only the end: a glass of wine versus a Trip. Using nightcap frames both drinks as the same ritual, which makes Trip a direct replacement rather than a lifestyle change. Using the brand name as a noun, a Trip, is clever because it doubles as a play on the word, suggesting escape and relaxation. Less than $2 a can is a strong closer, anchoring price against wine and making the swap feel economical. The relaxed emoji captures the desired feeling. The copy avoids health claims, which keeps it safe for platform policies.
Visual design
The flat illustration style feels friendly, inclusive and easy to recreate in Canva. A thin white line divides two identical compositions on sage green. Colour does the storytelling: the navy jumper and deep red wine on the left feel heavy, while the cream jumper and pale blue can on the right feel light and fresh. The character's hair, eyes and mouth subtly shift from tired to calm. The white price box at the bottom gives a clean, readable finish and draws the eye last.
How to adapt this template for your brand
- Identify the ritual your product replaces and name it as a nightcap, break or treat.
- Write 'How I feel when my [ritual] is…' for both sides.
- Illustrate one character twice, changing outfit colour and expression.
- Show your product clearly in the happy panel's hand with the name visible.
- Close with a per-unit price that beats the old habit.
Tips for food & beverage ads on Meta
On Meta, check policies for alcohol-related content and avoid health claims about CBD or sleep in primary text. Keep the product can visible in the centre for 4:5 crops. On TikTok, turn the meme into a quick transition video or a creator lip-sync, and post in the evening when viewers are winding down. Test the illustrated version against a live-action one, as illustrations can feel softer and less salesy.
About this creative
This square ad is a flat-illustrated, split-screen meme on a sage-green background. Both panels show the same woman with dark curly hair sitting on a dark grey sofa. On the left, under white capitals saying how she feels when her nightcap is a glass of wine, she wears a navy jumper, her hair is messy, her eyes are heavy with dark circles, and she frowns while holding a glass of swirling red wine. On the right, captioned how she feels when her nightcap is a Trip, she wears a cream jumper, her curls are neat, her cheeks are rosy and she smiles calmly while holding a light blue can labelled TRIP with a simple wave icon. A white box across the bottom centre says less than $2 a can, followed by a relaxed, eyes-closed emoji. The illustration style is simple and friendly, the colours are muted, and the change in jumper from dark to light reinforces the shift from heavy to fresh.
Meta ad · 1200 × 1200 · Food & Beverage
Trip Ad: Wine vs Trip Nightcap How I Feel Meme Template
This Trip ad uses the how I feel when meme to compare a wine nightcap with a Trip nightcap. A flat-illustrated woman looks drained with wine and calm with the can. Price per can closes the deal. Use it as a template for alcohol alternatives and functional drinks selling a healthier swap.
Added
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Details
Ad copy
Primary text
Swap the wine for a calming can of Trip. Unwind in the evening and wake up feeling fresh – no fuzzy head, no regrets. All for less than $2 a can. 😌
Description
Relaxing drinks for less than $2 a can
On-image text
HOW I FEEL WHEN MY NIGHTCAP IS A GLASS OF WINE | HOW I FEEL WHEN MY NIGHTCAP IS A TRIP | Can: TRIP | Less than $2 a can 😌
Headline ideas for this template
- 1Swap your nightcap, keep your mornings
- 2Unwind without the wine
- 3Evening calm in a can
- 4Your new 9pm ritual
- 5Cheaper than wine, kinder to tomorrow
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
