audiences most companies couldn't hold together, and a brand people genuinely love.
We're not here to change who Sodii is. The job is getting every dollar and every piece of creative pulling the same direction, and judging that honestly, channel by channel, the feed on its own numbers, events and partnerships on theirs, without either side claiming the other's credit.
Every particle behind this page is one ad Sodii has run. The 166 glowing ones are live right now, we read every single one before proposing anything.
Your words, played back
Before anything else, here's what we understood from our conversations. If any of this is wrong, the rest of the page doesn't matter yet.
Your positioning is rock solid: deliberately between sports performance and everyday wellness, serving four very different audiences at once. That tension is the identity, not something to fix. A refresh is underway with your brand agency, that's their lane.
Every shoot and every campaign has tended to deliver for that shoot or that campaign, not build toward something bigger over time. Nobody in your stack currently owns that connection.
Your last agency did decent work, but claimed credit for conversions your events and partnerships actually created. You're spending real money on demand your ad account then took the credit for. That can't happen again.
Wholesale is now roughly half the business, and invisible to your ad data. Meanwhile the new-product launch, athlete partnerships and three international markets all land inside the next six months.
The gap you described is visible in your own ad account
We read all 166 live ads in your Meta library before writing a word of this page. It's a well-run account, clean production, honest claims. But sort those ads by which audience they speak to and the problem shows up: everyday-wellness is running hard, but the 2026 story, the one your whole roadmap swings on, hasn't reached the feed yet.
“1000mg sodium, 210mg potassium & 70mg magnesium…”
“Sodii athlete Kalyn Ponga knows that success starts with fueling the body right.”
And while your feed stays quiet on the 2026 story, other people are writing it for you. Challenger brands now name Sodii in their own comparison content as the brand to beat, and this year's dietitian-authored buying guides file you under heavy sweat only: “not ideal for casual daily sipping at your desk.” That's the opposite of the everyday-wellness swing your year is actually building toward.
The seat nobody owns
Every agency you've worked with sat in a chair that was already taken. This is the one that's empty, and the previous section is what its work looks like.
Positioning, identity, personas, the refresh. Yours and theirs. We don't enter this room, and we put that in writing.
The translation layer between your brand and your ad account: creative territories everything ladders up to, an honest monthly read of what's actually working, and clear direction for the next cycle of creative.
Creative production, creators, media buying, day-to-day optimisation. Your team's, including the in-house hire you're planning. We arm this team. We don't compete with it.
Your positioning. It isn't broken. We'd be sceptical of anyone telling you it needs rebuilding.
Your personas. You know your four audiences better than any agency ever will. We build on them; we never redefine them.
Your brand agency's work. Their strategy is a locked input to ours, not a rival draft. Our work is proof theirs shows up in the real world.
Your team's wheel. No takeover of the ad account. Read access and an agreed lane for new creative; the driving stays with whoever you put in the seat.
Competitor slides. You've sat through three agencies opening a first meeting with "here's your competitors," then pitching the category trend back as strategy. We won't do it. Milligram tables and us-vs-them ads aren't a strategic gap for Sodii, you decided against that path from day one, deliberately, and we're not here to relitigate it.
Why this won't feel like your last agency
Your last agency claimed credit because their model needed the credit. Ours produces no attribution claims at all. We work off your baseline, the numbers you already steer by: blended marketing efficiency, new-customer acquisition cost, contribution margin. We report movement against that baseline, with everything else you have in market laid over the same page. When a spike is your event and not the media, the report says so.
And one thing we'll say plainly that no one else pitching you will: for a brand selling through a thousand independent stockists, piping store sales into Meta is structurally impossible. The platforms' offline tools were built for retailers who own their checkout. Anyone promising you that pipe is overpromising. What can be done honestly: make your blended numbers whole, watch reorder velocity by region, and, when the data's ready, run proper geographic tests.
A short project. Then a rhythm
Together we land your Creative Territories: six to eight platforms every campaign can jump off from, built on your positioning and your four audiences exactly as they are.
- The constraint contract, signed first.
- The evidence base: real customer language mined per audience, from your reviews, your communities, your competitors' worlds. Nothing invented; everything cited.
- Two working sessions with you both, including a live workshop where you sort and score the territories yourselves.
- The new-product territory developed deep, briefed to your marketing team and ads seat immediately, so it's in the feed for the 23–30 September launch window.
The seat, occupied. The kind of senior brand-and-performance function you'd otherwise hire at $130k+ and struggle to fill with someone who holds both halves. Every month:
- We read everything: Triple Whale, the ad account, the creative itself, and what else you've got in market.
- You get one report that states it as it is: no self-congratulation, no flattery. The full spec is the next section.
- Your marketing team gets production-ready creative direction: hypothesis, references, drafted copy and scripts, per territory, per audience. Decisions, not homework.
- Your remaining territories develop as they enter rotation (House of Salt next), and we hold a monthly call with you both.
Everything, in context
Money, media and creative, laid against your full activity calendar so nothing is read in a vacuum.
The honest report
What's pulling, what's fatigued, what the brand work and the conversion work are each doing.
Next cycle, briefed
Production-ready direction into your team: what to make more of, what to retire, where the budget goes.
Make & buy
Your designers, your creators, your ads seat. Next month's data comes from creative that started with evidence.
Not just a dashboard. A judgement
Most reporting states facts: ROAS, clicks, spend. You've seen a decade of it. Section 02 of this page is a small taste of ours: the same reading, done monthly, on everything, with recommendations attached. Here's what it answers, every month:
Simple, and in writing
Everything in part one: constraint contract, evidence base, both sessions, the territory set locked, and the new-product territory developed and briefed ahead of launch week.
The seat, occupied: the monthly report and its recommendations, the fortnightly creative pulse on live ads, production-ready briefs into your marketing team, media and production budget direction, install-grade development of each remaining territory, and the monthly call with you both.
- Why six months, honestly: territories prove out across cycles, and your first read-through needs the launch spike and the settle. But there's a second reason too: judge an agency month to month and you incentivise it to claim credit every single month, that's the model you left. Six months lets our reporting stay neutral, we can say "that wasn't us" in month two without worrying about month three.
- Covers AU/NZ. As Canada, Singapore and the UAE come online we'll scope each market's read deliberately: new markets deserve their own strategy, not a stretched one.
Three steps from here
You flagged the team's genuinely stretched right now, new hires starting, someone away. No rush on our end: whenever the shape works for you both, we'll paper the install and the rhythm.
Two hours, mid-August if the timing lands: the constraint contract and the discovery that feeds the territories. Built around your calendar, not ours.
Already in the diary: Chris is in town Thursday and Friday, we've said Friday works best. Just a text when he lands and we'll find the time, no agenda beyond saying hello to Jason.
The seat starts working the day you say yes.
This page opened with your own ad account read more closely than anyone's read it for you before. That's basically what the first week of the rhythm looks like in practice, not just described.
Start the engagement →You told us no one has been able to really grasp what you want. We've written this page to be judged on exactly that.
Chris Fraser
Intentional · experts@intention.al