Hiya Health

Cannot claim Hiya treats, cures, or prevents any disease, illness, or condition.

Cannot claim the product prevents colds, prevents the child from getting sick, or delivers any disease-prevention outcome.

Cannot use guarantee words or phrases in any format, in any voice.

Cannot use any blacklist word verbatim in any ad copy, in any context: ADD · ADHD · autism · spectrum · disease · illness · anxiety · constipation · hyperactive · mood swings.

Cannot make food equivalency claims.

Cannot use mind-reading language implying knowledge of the viewer's specific child.

Cannot claim Hiya products improve grades, behavior diagnoses, or medical outcomes.

Cannot make weight, diet, or body image claims related to children in any ad.

Cannot describe Bedtime Essentials as a sleep aid, claim it makes kids sleepy, knocks them out, or causes sleep.

Cannot make guaranteed or 100% outcome claims for any product.

Cannot claim "#1 pediatrician recommended" — no substantiation exists for this claim.

Cannot attach any benefit, ingredient count, gram count, or age range to the wrong product.

Cannot fabricate reviews or invent third-party voices and present them as real in any ad format.

Cannot claim any kids' product is suitable for babies under age 2, or for adults.

Cannot claim the product replaces real food.

Brand-voice benefit claims must use structure/function language: 'supports,' 'helps,' or 'designed to.' Absolute outcome language is not permitted in brand copy.

Every ingredient, gram count, age range, and benefit must be verified against the current live product page before being used in any ad.

Ingredient callouts are only permitted when the ingredient is actually present in the specific named product being advertised.

Punchy first-person outcome language passes ONLY when it comes from a real person's own first-hand experience, in their own voice — as a creator on camera, a real review, or a real text thread. It is not permitted in brand copy.

Any reference to Bedtime Essentials and sleep/relaxation must be framed as a wind-down aid, never as causing sleepiness or serving as a sleep aid.

"Supports a healthy immune system" is allowed. Any claim that the product prevents illness or prevents the child from getting sick is prohibited.

Diagnosis-adjacent product triggers (iron deficiency, constipation, stomach bugs) may inform and shape the creative scene, but the specific medical words for those conditions cannot appear in the ad copy.

"Best" and "cleanest" as descriptors for the Multi are flagged as cautions — not hard fails but require careful use.

Competitor bottles and packaging in an editorial comparison layout pass ONLY when published as whitelisted third-party editorial. This format fails in brand-owned and creator-owned content.

Myo-inositol benefit claims for Teen Multi must use structure/function language only.

A dramatized creative artifact (stylized Reddit thread, invented teacher email, fictional iMessage) may be used as a format device, but any invented voice in that artifact must not make health claims.

When handling the price objection, reframe what the money buys (testing, pediatrician formulation, clean ingredients) rather than defending the cost directly.

Sell the ritual and the ingredients rather than promising how the product tastes.

The FDA "these statements have not been evaluated by the Food and Drug Administration" disclosure is recommended in brand-owned ads but its absence is not a fail criterion.

Never use the word "subscription" in any ad, in any voice, in any format.

Never state price, discounts, or the first-order offer in any ad.

Never use blacklist words verbatim in any ad copy: ADD · ADHD · autism · spectrum · disease · illness · anxiety · constipation · hyperactive · mood swings.

Never use guarantee words in any ad, in any voice, in any format: 'for good,' 'never again,' 'forever,' '100%,' 'always,' 'say goodbye to ___ for good.'

Never shame a parent, judge a parenting style, or compare one child to another.

Never address the child, teen, or any minor as the buyer or intended audience of the ad.

Never use disease, cure, treat, prevent, or guaranteed-outcome language in any ad copy.

Never promise easy cancellation, a money-back guarantee, or 'try it risk-free' in any voice.

Never use language implying you know something specific about the viewer's child.

Never use anti-pharma, natural-vs-medicine framing, vaccine mentions, or political content in any ad.

Never use diet, weight, or body image language in relation to children.

Never refer to Bedtime Essentials as a "sleep aid," say it "makes kids sleepy," or use phrases like "knocks them out."

Never write food equivalency phrases: "replaces vegetables," "as much protein as a chicken breast."

Never over-promise how the product tastes. Do not write or use lines like 'kids love the taste.'

Never promise anything about cancellation, returns, or exit from the purchase.

Always address the parent as the buyer. Every ad must speak to the parent, never to the child or teen.

Open on a recognizable parent tension or real-life situation. Reveal the product last, or late.

All brand-voice benefit claims must use 'supports,' 'helps,' or 'designed to.'

Comparisons must be category-level only — compare against gummies, sugary sports drinks, habit-forming melatonin, pharmacy powders. Never against named brands.

Any ad posted from a creator's own page requires disclosure: #ad, #sponsored, or the Paid Partnership label.

Sell the reason to care — the parent tension — before selling any ingredient.

Punchy outcome language in the first person passes in ad copy only when the person is speaking authentically about their own real experience.

Any Bedtime Essentials copy referencing sleep or relaxation must use 'wind-down aid' framing, never 'sleep aid.'

The picky-eater/panicked-toddler-mom angle may be used but is explicitly discouraged for this program — the account has run it extensively. Only take this angle somewhere genuinely new.

When referencing the purchase commitment or ongoing supply, use 'your first order' or 'your first month' — never 'subscription.'

In brand voice, benefits are 'supports' and 'helps.' Strong outcome language is reserved exclusively for real-person-voice content.

Open the ad on a recognizable parent tension or real-life parenting scene.

Reveal the product last or late in the ad.

Lowercase copy is acceptable and preferred in native formats.

Tone: raw, honest, funny. The brief explicitly approves sarcasm, edginess, and dark humor.

Use proven hook families: curiosity gap and question hooks are the two most efficient hook families in the account.

Pick one specific parent persona and one specific reason per ad. Do not attempt to address multiple personas or reasons simultaneously.

Sell the ritual (stickers, color-picking, the child who reminds mom) rather than promising taste.

Sarcasm, edginess, no brand colors, and dark humor are all acceptable tonal choices.

Proven category-takedown phrases are available to use as creative inspiration.

Native format hooks (Notes app, iMessage, Reddit, teacher email, editorial) are recommended as the fastest creative lane and have the best CPA performance.

AI-generated doctors or clinicians are an automatic fail and absolutely prohibited.

AI-generated children are prohibited in all Hiya ads.

AI-generated parents are prohibited in all Hiya ads.

Fabricated or AI-generated testimonials, reviews, or customer experiences presented as real are prohibited automatic fails.

AI-generated or invented voices making health claims in dramatized formats (fake Reddit threads, fake iMessage conversations) are prohibited regardless of how the format is framed.

A dramatized artifact (stylized Reddit thread, invented teacher email) may be used as a creative format device ONLY when no invented character in it makes a health claim.

All people in ads must be real — no AI-generated kids, parents, or doctors in any visual format.

No babies or children under age 2 may appear in ads depicting or referencing the product.

Adults may not be depicted using or benefiting from Hiya's kids' products.

A child may never be shown opening the product jar alone — even with a parent present elsewhere in the scene. The parent must always open the jar and hand the vitamin to the child.

Children may never be shown running their own supplement routine independently.

Bayer brands (Flintstones, One A Day, and the full Bayer portfolio) and Mary Ruth's Organics must never appear on screen or be named.

Fake-looking reviews or invented testimonials presenting a health claim visually (as text overlay, screenshot, etc.) are prohibited.

Any other competitor's name or logo should not appear in brand-owned or creator-owned content — legal risk is high.

A parent must be shown opening the product jar and handing the vitamin to the child in any usage-depiction visual.

The product, label, and jar shown on screen must match the specific claim being made in the ad.

All people depicted — children, parents, and especially doctors — must be real individuals, not AI-generated or synthetic.

Native static ads must look like they genuinely belong on the user's phone — not like an ad.

Competitor packaging may appear on screen ONLY in whitelisted third-party editorial content. It fails in brand-owned and creator-owned content.

A crying or upset child passes when the scene reads as authentic real-life parenting. It fails if the depiction suggests the child is being neglected or the parent isn't caring for them.

A visually exhausted parent at 8:45pm is acceptable. Any visual framing communicating 'you're not doing enough as a parent' is not.

Brand colors and stickers are welcome in creative but are not mandatory.

Native static formats (Notes app, iMessage, Reddit thread, teacher email, editorial article) are Hiya's highest-performing format by CPA and are the preferred creative lane.

At least 40% of program assets in month one should be static or native format.

Hiya's aesthetic appeal to parents (how the jar looks on the counter) is part of the brand moat — visual elegance can be reinforced as a secondary brand signal.

Bedtime Essentials must never be called a 'sleep aid.'

Bedtime Essentials must never be described as causing sleepiness, making kids sleepy, or knocking kids out.

Kids Daily Greens must not be described as or associated with protein content.

No product fact — ingredient, gram count, age range, benefit — may be attached to the wrong product.

Kids' products must not be represented as suitable for babies (under age 2) or adults.

Hiya must not be described as a gummy — it is a chewable.

The purchase model must not be called a 'subscription' in any product description or ad copy.

Kids Daily Multivitamin must be described as a chewable, not a gummy.

Kids Daily Multivitamin product facts, when stated: 15+ vitamins and minerals, fruit and vegetable blend, pediatrician-formulated, third-party tested, refillable jar + sticker pack, ages 2–10.

Kids Daily Multivitamin has zero added sugar — claim is 'zero sugar' specifically for this product. This differs from other products which use 'no added sugar.'

Bedtime Essentials must be described as melatonin-free, non-habit-forming, and a wind-down aid.

Bedtime Essentials active ingredients, when named: magnesium, GABA, chamomile, L-theanine. Must be accurate.

Kids Daily Growth + Protein has 8g protein — must be accurate when stated.

Kids Daily Fiber+ has 6g fiber — must be accurate when stated.

Kids Daily Probiotic has 10 billion live cultures — must be accurate when stated.

The refillable jar system must be described accurately: one jar, monthly refill pouches.

Teen Multi's key differentiating ingredient is myo-inositol — must be accurately stated when named.

Every product fact must be verified against the current live product page before being used in any ad.

'Zero sugar' is the correct claim for the Multi only. 'No added sugar' is the correct claim for powder products. These claims must not be swapped between products.

Teen Multi age range must be confirmed on the live product page before being stated in any ad. Do not rely on the brief for the exact range.

Myo-inositol benefit claims must use structure/function language: 'supports mood, hormonal balance and stress resilience during the teen years.'

'Cleanest premium protein powder for kids' is an approved claim — but only for Kids Daily Growth + Protein.

'Clean alternative to sugary sports drinks' is an approved claim — but only for Kids Daily Hydration.

'Helps keep potty time regular' and gut/digestion support claims are approved for Probiotic and Fiber+ only.

For Fiber+ ads, use 'healthy poops,' 'potty time,' or 'potty time isn't regular' — never the word 'constipation' (blacklist word).

The Iron+ product trigger (pediatrician mentioning low iron) may inform the creative scene but the ad copy must never imply knowledge of the viewer's child's iron status.

The Marvel-licensed jar cannot be used as the primary creative element for new Multi concepts — Marvel stock runs out in October with no restock.

Hiya's jar is child-resistant — this product safety fact governs every visual depiction of product usage.

Never address or market to the child or teen as the buyer or primary audience of any ad.

Babies and children under age 2 must not be depicted with the product.

Adults must not be depicted using Hiya's kids' products.

Never shame a parent, judge their parenting style, or use 'you're not doing enough' framing.

Never use diet, weight, or body image framing in relation to children.

Never ask the viewer a question implying you know something specific about her child.

Write to the parent — she is always the buyer and the primary audience.

Pick one specific parent persona per ad and write exclusively to that persona.

Children depicted with the product must be age 2 or older.

Teen Multi ads must function for and be understandable to a parent who has never heard of Hiya before.

For Kids Multi, pick exactly one of the six parent reasons per ad: (1) clean ingredients/testing, (2) filling gaps on normal days, (3) the doctor's nod, (4) the older child 6–10, (5) the routine/look, or (6) the sugar/gummy habit.

The sugar/gummy-habit angle is still effective but is the least-open creative lane. Only use it if taking it somewhere new.

The picky-eater/panicked-toddler-mom angle is explicitly discouraged for this program — the account has run it extensively. Only submit if the creative takes it somewhere genuinely new.

Primary target audience: millennial moms, ages 30–45. Paid spend concentrates on women 35–44.

Acknowledge the parent's tension without shaming her for it — 'sit next to her' in the gap between wanting to do everything right and the reality of parenting.

One buyer, one reason per ad — broad-appeal copy is weaker than targeted persona copy.

Never position or sell Hiya as 'the yummy one' or compete on taste — this fundamentally misses the brand.

Never use anti-pharma, natural-vs-medicine framing in brand messaging.

Never mention vaccines or involve political content in any brand ad.

AI-generated doctors are prohibited — the real doctor bench is the credibility asset and synthetic doctors destroy it.

Never create content that tricks children into thinking the vitamin is candy — this is the explicit opposite of the brand's purpose.

Blocked competitor brands (Bayer portfolio and Mary Ruth's Organics) must never be named or shown.

Core brand positioning to honor: Hiya is the one pediatricians actually built — a chewable with zero sugar, in a refillable jar with stickers the child decorates and owns.

Comparisons are always against the category, never against a named brand.

Brand-voice claims must use 'supports,' 'helps,' 'designed to' — confident but without absolute outcomes.

When using doctor/expert authority, use only the named real clinicians: Dr. Mike, Dr. Phil Boucher MD, Dr. Darria, or other named specialist partners.

For doctor-format whitelisted ads, Dr. Phil Boucher MD is currently outperforming Dr. Mike — relevant when selecting or requesting doctor talent.

New Kids Multi concepts must not rely on the Marvel-licensed jar as a creative centerpiece — Marvel stock runs out in October with no restock.

Emphasize ownership and ritual over candy/taste: the child takes the vitamin because it's theirs, not because it's candy.

Preferred brand associations: refillable jar, stickers, child decorating the jar, child reminding mom, parent opening the jar.

The brand's two primary moat elements are the aesthetic (how it looks on the counter) and the real doctor bench — ads should ideally reinforce one or both.

Target brand tone: trustworthy, playful, clean, expert-backed, relatable. Confident and funny, teases without shaming.

Avoid generic gummy-vitamin-looking creative that could be any brand on the shelf.

All reviews and testimonials used in ads must be real — fabricated or invented reviews are an automatic fail.

Invented third-party voices in dramatized creative formats cannot make health claims, even if the format is clearly fictional.

Fake-looking reviews presenting a health claim visually — as text overlay, screenshot, or graphic — are prohibited.

Do not over-promise taste in testimonial language — do not write or use testimonials that promise kids will love how Hiya tastes.

Never include promises about easy cancellation, returns, money-back guarantees, or 'try it risk-free' in any testimonial or UGC voice.

No AI-generated people may appear in UGC-format ads.

Reviews quoted in ads must come from real Hiya customers and must be quoted accurately. The Hiya customer reviews export (CSV linked in brief) is the approved source.

Any content posted from a creator's own page with a paid or gifted relationship requires disclosure: #ad, #sponsored, or the Paid Partnership label.

Strong, punchy first-person outcome language passes in UGC only when the person is speaking authentically about their own real experience in their own voice on camera, in a real text thread, or as a real review.

An iMessage-format Bedtime static with a friend's text about sleep improvement passes when there is no guarantee language and it is presented as real customer voice.

Dramatized social formats (stylized Reddit thread, teacher email) are acceptable as creative devices only when no invented voice in the format makes a health claim.

In testimonial content, sell the ritual and the ingredients rather than promising taste.

The honest, winning line from real reviews for the taste objection: 'This is the only vitamin my daughter will take.'

Creators willing to post from their own whitelisted persona pages should flag this in their submission — Hiya scales this format hardest.

Bayer brands — Flintstones, One A Day, and the full Bayer vitamin portfolio — must never appear on screen or be named in any ad.

Mary Ruth's Organics must never appear on screen or be named in any ad.

Never say a competitor's name out loud in any ad, even if a competitor's bottle is visually in frame.

Named competitor creative — any competitor's name or logo — fails in brand-owned and creator-owned content.

Competitor packaging may appear on screen ONLY in the context of whitelisted third-party editorial format — not in brand-owned or creator-owned content.

Non-blocked competitors beyond Bayer and Mary Ruth's carry a legal risk — their legal teams send takedowns. The brief characterizes this as 'rarely worth it.'

Use category-level comparisons rather than named brands: 'gummies,' 'sugary sports drinks,' 'habit-forming melatonin,' 'pharmacy powders,' 'neon sports drinks.'

The editorial structure of the top-spending ad (comparison, checklist, verdict, 'we tested' voice) can be used with category-level language instead of named competitor bottles.

Never state price or the first-order offer in any ad — doing so expires the ad when the offer changes.

Hiya's default when uncertain about any line is to fail the ad. When in doubt, cut the line.

Three specific creative asks before October: (1) a Kids Multi winner without the Marvel jar, (2) cheaper hooks for Teen Multi (current CPA $150–$230, program target $125), (3) more native-format statics.

The program's month-one ask includes at least one concept the account has never run before.

Creators willing to post from their own whitelisted persona pages should flag this in their submission — it is the format Hiya scales hardest.

The single highest-value creative concept identified by the brief: a Kids Multi winner using the plain jar — the switch from gummies, the stickers, and the 'she asks for it now' moment.

Hiya's creative review priority order: ad performance first, compliance second, brand consistency third.

The program goal is a replacement engine: new concepts that hold or beat the account's CPA while aging spend gets refreshed.

Teen Multi context: current CPA $150–$230 vs. program target of $125. The entire Teen line needs a cheaper hook.