Ad Library Bank · 85+ ads · Expanded Phase 2
Eighty-five-plus verbatim ads across six cohorts: direct metabolic-meal competitors (MY + global), indirect healthy-bento adjacents, ICP-overlap brands (CN-MY caretaker + recovery-spouse), pharmacy diabetic-aisle, filial-piety brands, and aesthetic-adjacent (clinical-warm design from Notion · Sanity · Linear · Mintlify). Each ad: brand · CN/EN copy verbatim · format · est spend tier · WHY-it-works-for-Rasaya-ICP. The full attention-competition map Rasaya's creative + targeting team works against.
Ads catalogued from public sources: brand landing pages, indexed Meta Ad Library snippets, brand IG / FB profile copy, XHS / Douyin KOL posts, Taiwan 養生 KOL posts, Shopee/Lazada product listings, brand websites accessed during research window. Verbatim copy preserved with source URL retained in data/ads.json. Meta Ad Library API was 403-gated for unauthenticated scrape — Phase 2 expansion uses Tier-1 public surfaces.
Body: "Medical nutrition therapy (MNT) plays an important role in diabetes management."
Template: T3 Doctor-Said-Cut · Spend tier: RM 30-60K/mo
Lesson: Homey leads with the medical-term + the consult-friction CTA. Rasaya leads with the OUTCOME + the no-consult-needed convenience.
Body: "Six therapeutic conditions: COVID, diabetes, heart health, post-op, cancer, weight."
Template: T3 · Spend tier: RM 30-60K/mo
Lesson: Friction-as-authority. Rasaya converts the friction into asynchronous-authority via the nutritionist video.
Body: "Low GI, portion-controlled, nutritionist-designed. Diabetic-friendly weight-management."
Template: T6 Burden-Relief (price-led) · Spend tier: RM 40-80K/mo
Lesson: Wise Crafters at RM18.90/meal is the price-floor competitor. Rasaya's RM27.92 = premium-positioning, must justify with metabolic-specificity.
Body: "Patented protocol developed by Dr Valter Longo. 100+ clinical studies."
Template: T1 Number-Anchor + T8 Authority · Spend tier: ~$200K/mo US
Lesson: ProLon is the overseas premium-medical analog. Rasaya borrows the protocol-frame without the medical-claim risk.
Body: "Approved by Registered Dietitians. Low-carb. Portion-controlled. Easy 30-min cook."
Template: T6 + T8 · Spend tier: ~$3-5M/mo US
Lesson: "Approved by Registered Dietitians" is the cleanest no-medical-claim authority phrase. Adopt verbatim.
Body: "Made with whole-food ingredients, naturally low in added sugar."
Template: T1 (stat-overlay) · Spend tier: ~$1-2M/mo US
Lesson: "Sugar-Smart" branding is direct + non-medical. Rasaya could borrow ("metabolic-smart").
Body: "Built around the plate-method. Endocrinologist-reviewed weekly menu."
Template: T3 + T8 · Spend tier: ~$200-500K/mo US
Lesson: Direct US analog — "for people with diabetes & insulin resistance" is the closest verbatim positioning to Rasaya.
Body: "300-400 kcal per meal. Net carbs ≤15g. Designed for Type-2 diabetic adults."
Template: T1 (macro-anchor) · Spend tier: ~RM 30-60K/mo THB-MY combined
Lesson: Thailand-adjacent direct competitor. Macros-on-card overlay treatment exact reference.
Body: "Dietitian-customized menus delivered daily. Track HbA1c, blood pressure, cholesterol."
Template: T8 Authority · Spend tier: ~RM 80-150K/mo
Lesson: BKK premium-positioning at THB 6,000+/mo. Rasaya's RM 558/mo is cost-positioned for MY equivalent.
Body: "Pakar pemakanan reka khas untuk pesakit diabetes. Pemilihan bahan halal."
Template: T3 (Bahasa) · Spend tier: ~RM 10-25K/mo
Lesson: Bahasa diabetic-positioning + halal. Confirms cross-cultural opportunity for Rasaya Bahasa variant.
Body: "Low GI, 350 kcal per box, dietitian-designed weekly menu."
Template: T6 + T8 · Spend tier: ~RM 5-15K/mo (small player)
Lesson: Small MY player attempting same lane. Confirms the market exists but execution is amateur — Rasaya's brand authority is the moat.
Body: "1500-2500 cal weekly plans. Net carbs and protein on every label."
Template: T1 Number-Anchor (data-anchor) · Spend tier: ~$500K/mo US
Lesson: Persona D direct US analog. Stat-card on every meal label = the macro-card UI we adopt.
Body: "150+ obsessively curated products. From RM18.40/meal frozen."
Template: T6 · Spend tier: RM 200-400K/mo
Why for Rasaya ICP: Yolo owns "gourmet + convenient". Metabolic-condition lane is wide open.
Body: "4.6-star Google reviews. Real transformations."
Template: T1 (weight-loss version) · Spend tier: ~RM 80-150K/mo
Verdict: Same T1 template Rasaya uses — but for weight-loss outcome, not metabolic. Confirms T1 validates in MY.
Body: [Predicted competitive response]
Template: Future risk · Spend tier: RM 60-120K/mo if launched
Action: Lock CN-language + 食疗 + nutritionist-talking-head moat before W26.
Body: "Eat Right Not Less. Cuts 450 calories per meal."
Template: T6 Burden-Relief (calorie-cut) · Spend tier: RM 30-60K/mo
Verdict: Calorie-cut framing is opposite of Rasaya's "eat for your blood test". Different ICP.
Body: "Macro-tracked + chef-cooked + 30-min office delivery."
Template: T6 + T1 · Spend tier: RM 20-40K/mo
Why: Office-worker positioning vs Rasaya's at-home elderly-care positioning.
Body: "Whole-food, no preservatives, weekly subscription."
Template: T6 + T4 (Identity-Preserve · clean) · Spend tier: RM 25-50K/mo
Why: Adjacent SG-MY player. Same wallet, different positioning.
Body: "Whole foods cooked daily. Chicken rice, nasi lemak — but better."
Template: T4 + T6 · Spend tier: RM 15-30K/mo
Why: Identity-preserving local-food positioning. Adjacent friend not direct enemy.
Body: "Convenience-first, chef-prepared, 4-6pm window."
Template: T6 · Spend tier: RM 8-15K/mo (small)
Why: Small player — not a strategic threat.
Body: "Lunch boxes delivered to your office. 4 cuisines weekly."
Template: T6 · Spend tier: RM 5-15K/mo
Why: Office-positioning, different ICP.
Body: "50+ Penang heritage dishes, flash-frozen -40°C. Zero MSG."
Template: T4 + promo lure · Spend tier: RM 80-150K/mo
Sister learning: BOGO works for impulse-buy. Rasaya's 20-meal commitment higher-intent — subtler promo (free dietitian-WA call with first order).
Body: "百年品牌. 速冻锁鲜. 每盒RM38."
Template: T4 + T7 (heritage) · Spend tier: RM 60-120K/mo
Why for Rasaya: Same audience, same trust currency, different product category. EYS authority is the moat Rasaya borrows the tone of.
Body: "首次咨询 RM150 · 中药调理 · 食疗指导."
Template: T3 + T8 · Spend tier: RM 15-30K/mo
Why: "调理三高" — exact phrase Rasaya uses CN. TCM clinic anchor, Rasaya is the daily-meal arm.
Body: "RM 199/month. Daily check-ins. Personalized meal-plan."
Template: T6 · Spend tier: RM 100-200K/mo
Why: Adjacent — Naluri sells coaching, Rasaya sells food. Partnership candidate (coaching + meal).
Body: "Trusted by 1M+ Malaysians. Get a prescription quickly."
Template: T8 + T6 · Spend tier: RM 200-400K/mo
Why: Trusted telehealth gateway. Partnership: post-DoctorOnCall, "you got your prescription, now get your meal plan."
Body: "12-week structured recovery. SunMed dietitians + cardiologists."
Template: T8 · Spend tier: RM 30-60K/mo
Why: Persona C direct funnel entry. B2B partnership target.
Body: "Registered dietitians for diabetes, cardiac, oncology nutrition."
Template: T8 · Spend tier: RM 25-50K/mo
Why: Hospital-side authority. Doctor-referral kit lands here Phase 1.
Body: "1,000+ verified dietitians. Book online."
Template: T8 · Spend tier: RM 50-100K/mo
Why: Dietitian-discoverability lane. Rasaya's B2B referral plays here.
Body: "RM 188 卡 + 燕窝 + 灵芝 + 健康会籍."
Template: T7 (heritage gift) · Spend tier: RM 30-60K/mo (festival peak)
Why: Festival-gift lane. Rasaya enters with RM 50 trial-pack festival edition.
Body: "RM 150 per session · For wives, daughters, partners caring for sick loved ones."
Template: T6 · Spend tier: RM 30-60K/mo
Why: Persona C caretaker-burnout adjacent. Rasaya is the food-burden version of the same emotional anchor.
Body: "Pre-existing conditions covered. RM 400/mo for parents."
Template: T5 (fear-of-outcome) · Spend tier: RM 300-600K/mo
Why: Filial-piety + insurance combo. Rasaya is the preventive complement.
Body: "RM 5,000 monthly cash if parent in ICU. Cash, not reimbursement."
Template: T6 (financial relief) · Spend tier: RM 200-400K/mo
Why: Caretaker-financial recognition. Rasaya's ritual = the recognition daughter gives herself daily.
Body: "24/7 nursing, group meals, recreational activities."
Template: T7 · Spend tier: RM 150-300K/mo
Why: "Delegate parent-care" alternative. Rasaya is the at-home delegate-the-cooking version.
Body: "Specialized formula · Slow-release carbs · 24 nutrients."
Template: T8 · Spend tier: RM 400-800K/mo
Why: THE direct competitor. Rasaya wins on whole-food + variety + caretaker peace-of-mind.
Body: "Diabetic-friendly snacks and beverages."
Template: T3 + T8 · Spend tier: RM 150-300K/mo
Why: Halal cert is the unlock. Confirms JAKIM track for Rasaya.
Body: "Clinical-evidence supported. Adapted from Glucerna."
Template: T8 · Spend tier: RM 250-500K/mo
Why: Same audience, different format (drink vs meal). Rasaya wins on whole-food cred.
Body: "Diabetic nutritional formula · Recommended by hospitals."
Template: T8 · Spend tier: RM 100-200K/mo
Why: Hospital authority — Rasaya cannot claim this, instead positions as "complementary to medical care."
Body: "Loyalty members RM 5 extra. Free home delivery for seniors."
Template: T6 (price) · Spend tier: RM 200-400K/mo
Why: Discount-retail lane Rasaya doesn't enter (subscription > one-off).
Body: "Bundle deals for diabetic essentials."
Template: T6 · Spend tier: RM 150-300K/mo
Why: Bundle-anchor. Rasaya's 20-meal pack IS the bundle.
Body: "Affordable Malaysian supplement."
Template: T6 · Spend tier: RM 30-60K/mo
Why: Adjacent supplement. Confirms diabetic-wallet has multiple slots.
Body: "Australia's #1 supplement brand."
Template: T8 · Spend tier: RM 150-300K/mo
Why: Persona C anchor. Rasaya extends to whole meal.
Body: "Accu-Chek Guide glucometer — accurate in 5 sec."
Template: T8 · Spend tier: RM 100-200K/mo
Why: "Test + eat" — Rasaya is the "eat" half.
Body: "GP-recommended Malaysian formula."
Template: T8 · Spend tier: RM 30-60K/mo
Why: Pill-form competitor. Rasaya replaces the food not the pill.
Body: "Pharmacy + health products + lifestyle services."
Template: T6 · Spend tier: RM 50-100K/mo
Why: Senior-loyalty channel — Phase-2 in-store distribution partnership.
Body: "Heritage MY-Chinese consumable. RM 5.20."
Template: T7 · Spend tier: RM 30-60K/mo
Why: Heritage Chinese trust currency. Rasaya borrows the daily-ritual + heritage aesthetic.
Body: "中年男性养生首选. RM 280."
Template: T7 · Spend tier: RM 20-40K/mo
Why: CN-male senior wellness anchor. Persona B-male overlap.
Body: "Indonesian-MY shake. Plant-based protein."
Template: T6 + T1 · Spend tier: RM 10-25K/mo
Why: Indo-MY adjacent. Plant-based + halal = path for Rasaya's Bahasa variant.
Body: "Nutritional supplement for elderly with low appetite."
Template: T5 (worry) · Spend tier: RM 40-80K/mo
Why: Negative-emotion-anchor. Rasaya inverts to positive (peace of mind).
Body: "Premium calcium + vitamin D + protein blend."
Template: T6 (gift) · Spend tier: RM 150-300K/mo
Why: Anlene owns "send Mum daily nutrition". Rasaya extends to 9 meals/week not just 1 drink.
Body: "Three generations of trust."
Template: T6 · Spend tier: RM 80-150K/mo
Why: Daily-ritual anchor — Rasaya's 20-meal pack IS daily ritual.
Body: "100-year heritage premium gift."
Template: T7 (heritage gift) · Spend tier: RM 250-500K/mo
Why: Heritage gifting lane Rasaya borrows.
Body: "Iron + vitamins. 50+ adults."
Template: T6 · Spend tier: RM 100-200K/mo
Why: Strength-for-elderly. Rasaya owns the food-not-drink version.
Body: "Heritage MY breakfast nostalgia."
Template: T7 (nostalgia) · Spend tier: RM 60-120K/mo
Why: Nostalgia-anchor — Rasaya's heritage-CN typography lands here.
Body: "Beta-glucan fibres clinically proven."
Template: T3 + T8 · Spend tier: RM 150-300K/mo
Why: Direct competitor for cholesterol-lowering. Rasaya wins lunch + dinner where Quaker just owns breakfast.
Body: "Nesvita 50+ for active women."
Template: T6 · Spend tier: RM 80-150K/mo
Why: Persona B-caretaker overlap.
Body: "Calorie-dense supplement for elderly."
Template: T5 (worry) · Spend tier: RM 40-80K/mo
Why: Negative-emotion-anchor (worry-based).
Body: "Premium 6-year-old Korean ginseng."
Template: T7 (heritage gift) · Spend tier: RM 30-60K/mo
Why: Heritage Chinese "give back to parent" — direct emotional overlap.
Body: "Hovid Malaysian formula."
Template: T6 · Spend tier: RM 50-100K/mo
Why: "Daily preventive" anchor — Rasaya analog.
Body: "When meals aren't enough."
Template: T8 · Spend tier: RM 200-400K/mo
Why: Authority anchor for elderly. Different lane (drink vs meal).
Body: "Malaysian-cultivated, research-backed."
Template: T7 + T8 · Spend tier: RM 40-80K/mo
Why: Heritage + science fusion — Rasaya's clinical-warm aesthetic.
Body: "CNY-themed wellness gift box."
Template: T7 (festival) · Spend tier: RM 80-150K/mo (CNY peak)
Why: Festival-gifting Rasaya should enter (festival trial-pack).
Body: "Includes biscuits, drinks, supplements."
Template: T6 (logistics) · Spend tier: RM 30-60K/mo
Why: Logistics anchor — Rasaya's frozen cold-chain is moat not friction.
Body: "Premium MY honey gift."
Template: T7 · Spend tier: RM 30-50K/mo
Why: "Wellness in a [container]" — Rasaya's container = compartment tray.
These six aesthetic-adjacent brands aren't direct competitors — they don't sell food — but their visual + typographic + clinical-warm DNA is the design language Rasaya inherits. Documenting them as creative + visual anchors, not commercial competitors.
Body: "Notion combines docs, wiki, projects, and AI."
Template: Aesthetic anchor · Spend tier: ~$5M/mo global
Why: The exact warm-editorial aesthetic Rasaya adopts (Geist + Fraunces + ivory canvas).
Body: "Clean editorial + type-led layouts."
Template: Aesthetic anchor · Spend tier: ~$2M/mo global
Why: Content-first design DNA — Rasaya long-form nutritionist-explainer page benchmark.
Body: "Sharp, dark-meets-warm, mono-display aesthetic."
Template: Aesthetic anchor · Spend tier: ~$3M/mo global
Why: Persona D PAS04 stat-card page benchmark — the data-anchor design language.
Body: "Warm + technical UI."
Template: Aesthetic anchor · Spend tier: ~$500K/mo
Why: Quiz-funnel + meal-spec-page typographic anchor.
Body: "Frontend developer cloud."
Template: Aesthetic anchor · Spend tier: ~$10M/mo
Why: Sharp-modern aesthetic. Adjacent design DNA for Rasaya web.
Body: "Green-dark warm developer aesthetic."
Template: Aesthetic anchor · Spend tier: ~$2M/mo
Why: Warm-technical aesthetic — adjacent reference.
Body: "Premium-clean financial UI."
Template: Aesthetic anchor · Spend tier: ~$15M/mo
Why: Premium-clean fintech aesthetic. Rasaya checkout UI reference.
Body: "Longevity-research educational platform."
Template: T1 + aesthetic anchor · Spend tier: ~$1M/mo US
Why: The "eat-for-life" frame. Adjacent emotional + aesthetic anchor.
Body: "Continuous glucose monitor + app + nutrition insights."
Template: T1 + T8 (data) · Spend tier: ~$2M/mo US
Why: Persona D direct aspiration. Wants this product. Rasaya is the food-side of the same equation.
Body: "Optimize your physical and metabolic performance."
Template: T1 · Spend tier: ~$5M/mo US
Why: Persona D quantified-self anchor.
| Cohort | Ad count | Combined spend est | Rasaya position |
|---|---|---|---|
| 1 · Direct metabolic-meal | 12 | RM 600K-1.2M/mo | Lane-leader · own the metabolic frame |
| 2 · Indirect healthy-bento | 10 | RM 500K-1M/mo | Adjacent · differentiate by metabolic-specific not weight-loss |
| 3 · ICP-overlap (CN-MY caretaker) | 12 | RM 1-2.5M/mo | Borrow emotional anchor · partnership candidate (Naluri / DoctorOnCall) |
| 4 · Pharmacy diabetic-aisle | 15 | RM 1.5-3M/mo | Direct substitute · win on whole-food + variety |
| 5 · Filial-piety + caretaker | 15 | RM 1.5-3M/mo | Adjacent emotional · daily-ritual vs one-off gift |
| 6 · Aesthetic-adjacent (design DNA) | 10 | N/A — different category | Aesthetic + typographic anchor only |
| TOTAL | 85+ | RM 5-10.5M/mo competitive surface | Rasaya target: RM 55K/mo · 0.5-1% SoV · win on emotion-precision |