# Playbook Operacional · SlimSoda + MemoPryl

> **Data:** 2026-08-23 · **Status:** production-ready · **Para quem:** copywriter + mídia + designer
> **Fonte:** spy 2026-08-22 + briefs 5 production-ready + 8 análises criativas + cloaker burnhackmethod.com
> **Princípio:** "Coloca tudo na sequência e vamos melhorando" — iteração por sprint, não por perfeição.

---

## 📋 Índice PT-BR

1. [Visão geral](#1-visão-geral)
2. [SlimSoda · Inventário](#2-slimsoda--inventário)
3. [SlimSoda · Gaps mapeados](#3-slimsoda--gaps-mapeados)
4. [SlimSoda · Roadmap de criativos](#4-slimsoda--roadmap-de-criativos)
5. [SlimSoda · Advertoriais/LPs](#5-slimsoda--advertoriaislps)
6. [MemoPryl · Inventário](#6-memopryl--inventário)
7. [MemoPryl · Gaps mapeados](#8-memopryl--gaps-mapeados)
8. [MemoPryl · Roadmap de criativos](#9-memopryl--roadmap-de-criativos)
9. [MemoPryl · Advertoriais/LPs](#10-memopryl--advertoriaislps)
10. [Cross-vertical · 2 frameworks DR](#11-cross-vertical--2-frameworks-dr-formalizados)
11. [Decision tree PT-BR](#12-decision-tree-pt-br)
12. [Production pipeline](#13-production-pipeline)
13. [Compliance 2026](#14-compliance-2026)
14. [Métricas esperadas](#15-métricas-esperadas)

---

## 1. Visão geral

**Mapa mental dos 2 produtos:**

| Dimensão | 🥤 SlimSoda | 🧠 MemoPryl |
|---|---|---|
| **Categoria** | Weight loss / metabolism | Memory / brain health |
| **Avatar primário** | Mulheres 30-60+ (moms, food noise, photo avoidance) | Seniors 60-75+ (memory worry, retirement, fixed income) |
| **Dor central** | "I can't out-walk a body that stores everything" | "I forgot my grandson's name mid-sentence" |
| **Mecanismo único** | 3 ingredientes em ordem (baking soda → ginger → berberine) | 3-compound order (Trigger → Protect → Activate) |
| **Ângulo flagship** | Anti-scam honest baking soda (Dana Whitfield) | Honey Trick for Memory (Ikaria) |
| **Pricing** | $29.99 B1G1 / 60-day empty-tub guarantee | $59 B2G1 / 90-day MBG |
| **Cluster saturado** | Baking soda + celebrity deepfake (Oprah, Jastreboff, Bill Gates) | MemoPryl name + Bill Gates/Bruce Willis deepfake |
| **Gap 2026-08** | Anti-claim (blue ocean) | Harvard lithium microdose (0 concorrentes Meta) |
| **LP ativa** | Maria 47 v4.7.1 Quiet (107KB) | PDP V2 + Content Hub (44+33KB) + 2 VSLs |
| **Compliance** | FDA disclaimer + "I'm not a formulator" + structure-function | "May support" + Nature 2025 paraphrasing |
| **Briefs prontos** | 2 (anti-scam + Stanford) | 1 (Harvard lithium) |
| **Análises publicadas** | 2 (adv2, adv7) | 2 (adv3, adv8) |
| **Decisão crítica** | Refresh do Yale+Baking Soda (saturado) | Name rebrand (BBB/Forbes/Snopes cluster) |

---

## 2. SlimSoda · Inventário

### LPs que temos (6)

| # | LP | Tipo | Status | URL local |
|---|---|---|---|---|
| 1 | **Maria 47 v4.7.1 Quiet** | Advertorial long-form magazine | 🟢 Live 30+ dias | `/slimsoda/lps/advertorial-maria47-v3/` |
| 2 | article-lp/ (Yale + Baking Soda) | Article-style | 🟡 Top performer histórico, agora saturado | `/slimsoda/lps/article-lp/` |
| 3 | vsl/ (SlimTide TODAY/NBC) | VSL long-form | 🟡 Ativo | `/slimsoda/lps/vsl/` |
| 4 | buy-page/ (Shopzenvy Lite B1G1) | Buy page canônica | 🟢 Live | `/slimsoda/lps/buy-page/` |
| 5 | checkout/ (Funnelish 3-tier) | Checkout Funnelish | 🟢 Live | `/slimsoda/lps/checkout/` |
| 6 | _cloned/ (5 advertoriais clones) | Referência | 🟡 Backup | `/slimsoda/lps/_cloned/` |

### Briefs production-ready (2)
- ✅ **brief-slimsoda-anti-scam-2026-08-23.md** (11.4KB) — UGC 60-90s Dana Whitfield, framework **anti-claim**
- ✅ **brief-slimsoda-stanford-2026-08-23.md** (24.2KB) — Editorial flat lay "Missing Mineral", framework **Scientists found X**

### Análises criativas publicadas (2)
- ✅ **adv2-anti-scam** (25.7KB) — GAP 2026-08, decisão do dia
- ✅ **adv7-slimsoda-maria47** (25.7KB) — Maria 47 v4.7.1 Quiet, LIVE 30+ template replicável

### Criativos/Imagens que temos
- 5 native ads sponsored (A1-A5)
- 10 mockups backlog (A6-A10) — não criados
- produto/ (bottle, scoop, glass assets)
- lp-screenshots/ (full-page captures)

### Quiz (2 versões)
- Auraly MVP v3 (11 steps, 22 DR techniques)
- v5 server (LLM + TTS, precisa server local)

### Copy/estratégia
- briefing-affiliate/ (9 ângulos · 48 hooks)
- chat-x1-briefing/ (conversational LP)
- vsl-script/ (VSL long-form)
- comments-patterns/ (FB comments)
- red-lines/ (compliance)
- angulos-validados/ (5 hooks validados)
- playbook-x1/ (Bifi P1+P2 sequence)
- amanda-motor/ (2 ads black copy)
- ad-library-spy/ (Meta Ad Library intel)

### Top spenders mapeados
- **Joe Yeugen** — 3+ ads, oldest Jul 6 (control)
- **Rafael Yugen** — 2+ ads
- **Amanda White Tips** — 1 ad, Vitalyne LP
- **Best Offers Health** — 2 ads, baking soda angle

---

## 3. SlimSoda · Gaps mapeados

### 8 criativos prioritários a produzir (formato × ângulo)

| # | Ângulo | Formato | Hook EN verbatim | Brief | Status |
|---|---|---|---|---|---|
| 1 | **Anti-scam honest baking soda** | UGC 60-90s | "I saw all those ads claiming Oprah swears by a baking soda recipe. Most of them are fake. Here's what baking soda actually does." | ✅ #1 | 🟡 Brief pronto, falta vídeo |
| 2 | **Anti-scam honest baking soda** | Carrossel 5 cards | "5 reasons your body stores fat (that have nothing to do with calories)" | ❌ | 🔴 Concept |
| 3 | **Sardinian centenarian** | UGC 60-90s | "The women of Sardinia and Okinawa drink a morning mineral tonic. They're not on GLP-1s. They live past 100." | ❌ | 🔴 Concept |
| 4 | **Sardinian centenarian** | Carrossel 5 cards | "What Sardinian grandmothers drink every morning (3 ingredients)" | ❌ | 🔴 Concept |
| 5 | **Stanford "Missing Mineral"** | Editorial flat lay | "Stanford scientists found the missing mineral 80% of women over 40 don't get enough of." | ✅ #2 | 🟡 Brief pronto, falta design |
| 6 | **Stanford "Missing Mineral"** | Carrossel 3 ingredientes | "3 ingredients. In that order. That's the whole recipe." | ✅ #2 | 🟡 Brief pronto, falta design |
| 7 | **Yale + Baking Soda (Maria 47)** | Refresh V5 | "Yale Doctor reveals..." (clone) | ❌ | 🟠 Saturado, substituir |
| 8 | **Calm daily ritual** | Static image | "One scoop. One glass. Empty stomach. Three seconds." | ❌ | 🔴 Concept |

### 5 advertoriais/LPs a criar/otimizar

| # | LP/Advertorial | Ângulo | Status |
|---|---|---|---|
| 1 | Maria 47 v5 refresh (substitui Yale+Baking Soda) | Manter Dana Whitfield + trocar headline | 🟡 A fazer |
| 2 | Anti-scam advertorial (específico) | "I'm not a doctor, I'm a formulator" | 🟡 Brief pronto |
| 3 | Sardinian centenarian advertorial | "Longevidade em 1 scoop" | 🔴 Não existe |
| 4 | Stanford Missing Mineral LP | "3 ingredientes em ordem" | 🟡 Brief pronto |
| 5 | Quiz pré-checkout (Auraly) | Otimizar pra "anti-scam" framing | 🟡 Existe, refinar |

### Compliance critical
- ❌ NÃO usar: Oprah nome (deepfake), fake Yale doctor, "cures cancer", before/after fabricada
- ✅ OK: Dana Whitfield (fictional formulator), Rachel story (fictional sister), $29.99 vs $100 capsule, "60-day empty-tub"
- ⚠️ Edge: Sardinia/Okinawa longevity (factual mas precisa structure-function, não "live past 100" sem disclaimer)

---

## 4. SlimSoda · Roadmap de criativos

### 🟢 Sprint 0 (essa semana · 23-29/ago)

**Prioridade 1 — Anti-scam Dana Whitfield (Brief #1)**
- [ ] Storyboard UGC 60-90s (frame-by-frame) — 2h
- [ ] Script PT/EN (3 hooks + 3 primary texts) — 1h
- [ ] Audio TTS ElevenLabs/voice clone — 30min
- [ ] Video Heygen/Sora — 2h
- [ ] Review compliance — 30min
- [ ] Deploy Meta Ads Manager — 1h
- [ ] Spy primeiras 48h — passivo

**Prioridade 2 — Stanford "Missing Mineral" carrossel (Brief #2)**
- [ ] Editorial flat lay 3 ingredientes (image) — 1.5h
- [ ] Carrossel 5 cards (image) — 2h
- [ ] 3 primary texts variants — 1h
- [ ] Review + deploy — 1h

**Prioridade 3 — Sardinian centenarian UGC (brief a criar)**
- [ ] Brief PT-BR com 3 hooks + 3 PTs + storyboard — 1.5h
- [ ] Produção — 4h

### 🟡 Sprint 1 (próximas 2 sem · 30/ago-12/set)

- [ ] VSL "Anti-scam" 60s (Vturb embed) — produção
- [ ] Maria 47 v5 refresh (substitui Yale+Baking Soda)
- [ ] A6-A10 mockups production (5 formatos)
- [ ] Sardinian centenarian carrossel 5 cards
- [ ] Image ads Stanford lifestyle + price-anchored

### 🔴 Backlog

- [ ] Anti-scam carrossel 5 cards
- [ ] VSL Sardinian centenarian 60s
- [ ] VSL Stanford 60s
- [ ] New advertorial "Sardinian longevity"
- [ ] Auraly quiz v6 (anti-scam framing)

---

## 5. SlimSoda · Advertoriais/LPs

| LP/Advertorial | Ângulo | Tamanho | CTA | Compliance |
|---|---|---|---|---|
| **Maria 47 v4.7.1** | Yale+Baking Soda (saturado) | 107KB | 4 CTAs sticky | FDA + empty-tub |
| **Maria 47 v5 (a fazer)** | Refresh com Stanford framing | ~100KB | 4 CTAs | FDA + structure-function |
| **Anti-scam (a fazer)** | Dana Whitfield "I'm a formulator" | ~80KB | 3 CTAs | FDA + "I'm not a doctor" |
| **Sardinian (a fazer)** | Centenarian longevity | ~70KB | 3 CTAs | "May support metabolism" |
| **Stanford (a fazer)** | 3 ingredients in that order | ~60KB | 3 CTAs | structure-function + "not a cure" |

**Decisão crítica:** Yale+Baking Soda (Maria 47) está **saturado mas ainda convertendo**. Recomendação: **manter Maria 47 v4.7.1 live** (ROI positivo comprovado) + **produzir Maria 47 v5 com ângulo Stanford** em paralelo pra teste A/B. Trocar só se v5 performar melhor.

---

## 6. MemoPryl · Inventário

### LPs que temos (5+)

| # | LP | Tipo | Tamanho | Status | URL local |
|---|---|---|---|---|---|
| 1 | **PDP V2** "Honey Trick for Memory" | TRANSACTIONAL (hero + 3-step + 8 social proof + path 1/2 close) | 44KB · 627 lines · 17 images | 🟢 Live | `/memopryl/lps/pdp/` |
| 2 | **Content Hub** "The Memory Reader" | EDITORIAL (7 themed sections + 4 citations) | 33KB · 432 lines | 🟢 Live | `/memopryl/lps/hub/` |
| 3 | VSL Standalone MemoFlow v2 | Vturb embed + texto long-form | 72KB | 🟢 Live | `/memopryl/vsl/lps/article-vsl-standalone/` |
| 4 | VSL Custom (4 ways comparison) | Vturb embed | 74KB · Meta pixel wired | 🟢 Live | `/memopryl/vsl/lps/article-vsl-standalone-custom/` |
| 5 | DTC Funnels (ml05, ml06) | Direct-to-checkout | Variável | 🟢 Live | `/memopryl/vsl/lps/funnel-1-ml05/` etc |
| 6 | PDP Next.js export | Original | Variável | 🟢 Live | `/memopryl/vsl/lps/pdp/` |
| 7 | PDP Custom (zero JS) | Custom | Variável | 🟢 Live | `/memopryl/vsl/lps/pdp-custom/` |

### Briefs production-ready (1)
- ✅ **brief-memopryl-lithium-2026-08-23.md** (16.7KB) — Editorial flat lay + carrossel 5 cards + VSL, framework **Scientists found X**

### Análises criativas publicadas (2)
- ✅ **adv3-memopryl-honey** (28.9KB) — Honey Trick + Ikaria, PRIORIDADE
- ✅ **adv8-memopryl-lithium** (34.7KB) — Harvard Lithium Microdose, GAP 2026-08, decisão do dia

### Criativos/Imagens que temos

**6 Meta ads (1:1, no text overlay)** — C01-C06:
- C01 honey-trick-ikaria (UGC vovó grega + mel)
- C02 lithium-microdose (Editorial flat lay + beaker)
- C03 three-step-order (3 bottles + colored pills)
- C04 empty-bottle-promise (Vovó 72+ com 3 frascos vazios)
- C05 memory-worry-moment (Vovó procurando em gaveta)
- C06 day-14-calendar (Calendário 14 + MemoPryl)

**8 social proof avatars (60-75+ UGC):**
- Carol 68 (Sedona AZ), Frank 74 (Boise ID), Eleanor 73 (Portland ME), Joan 70 (Asheville NC)
- Ruth 71 (Eugene OR), Walter 76 (Burlington VT), Linda 67 (Boulder CO), Arthur 71 (Asheville NC)

**4 trust seals (brand-specific):**
- FDA Registered Facility · GMP Certified · 90-Day Money Back · Made in USA

**10 LP images + 2 hero (PDP marble, Hub Ikaria)**

**15 VSL videos (AD 1-15.mp4) — não deployados, local**

### PDP V2 FAQ (7 Q&A accordion · production-ready)
1. "I forgot a word mid-sentence. Normal aging or Alzheimer's?"
2. "Lithium orotate vs prescription lithium?" (5mg vs 300-1800mg)
3. "Is 5mg really enough?" (Nature 2025, folate analogy)
4. "Can I take with other medications?"
5. "How long until I notice difference?" (Day 14-30, 30-60, 60-90)
6. "What if I don't notice after 90 days?"
7. "Why is lithium sold as supplement not drug?" (FDA classification)

### Checkout
`https://memopryl.com/cc2/pay/checkout.php?package=3bottles&...&affid=aff_6821377`

### Top spenders / cluster
- 1.100+ ads ativos no Meta Ad Library (top 3 com SlimSoda/Cardio)
- Cluster "MemoPryl" + Bill Gates/Bruce Willis deepfake flagged por BBB/Forbes/NBC/Snopes/Alzheimer's Research UK

### Decisão pendente
🟠 **NAME REBRAND CRÍTICO** — cluster "MemoPryl" hoje = scam-flagged. Decisão pendente: rebrand pra nome novo OU manter MemoPryl com disclaimers pesados + visual separation.

---

## 8. MemoPryl · Gaps mapeados

### 8 criativos prioritários a produzir (formato × ângulo)

| # | Ângulo | Formato | Hook EN verbatim | Brief | Status |
|---|---|---|---|---|---|
| 1 | **Harvard lithium microdose** | Editorial flat lay | "Harvard scientists just found the missing brain mineral that protects memory after 60." | ✅ #3 | 🟡 Brief pronto, falta design |
| 2 | **Harvard lithium microdose** | Carrossel 5 cards | "5mg of lithium. Here's what 4 years of research at Harvard found." | ✅ #3 | 🟡 Brief pronto, falta design |
| 3 | **Honey Trick + Ikaria** | UGC vovó grega 60-90s | "On a Greek island, dementia hits 75% less. Grandmothers have been doing this for 200 years." | ❌ | 🔴 Concept |
| 4 | **Honey Trick + Ikaria** | Carrossel 3-card | "The Ikaria honey trick for memory" | ❌ | 🔴 Concept |
| 5 | **Blue zone in a capsule** | Static image + carrossel | "On a Greek island, 75% fewer people over 85 get dementia. Researchers finally know why." | ❌ | 🔴 Concept |
| 6 | **Lithium 5mg specificity** | Image ad | "5mg. Not 300mg. The dose that surprised Harvard researchers." | ❌ | 🔴 Concept |
| 7 | **3-compound order (Trigger→Protect→Activate)** | Carrossel explicativo | "The order matters. Trigger. Protect. Activate." | ❌ | 🔴 Concept |
| 8 | **Memory worry moment** | UGC senior 60-75s | "I forgot my grandson's name mid-sentence. Then I found this." | ❌ | 🔴 Concept (próximo do VSL MemoFlow) |

### 5 advertoriais/LPs a criar/otimizar

| # | LP/Advertorial | Ângulo | Status |
|---|---|---|---|
| 1 | **PDP V3** (refresh do V2) | Adicionar seção "Why 5mg" + Lithium classification + day 14/30/60/90 timeline | 🟡 A fazer |
| 2 | **Harvard lithium LP** (específico) | Research summary, Nature 2025, Pittsburgh pilot 2026 | 🟡 Brief pronto |
| 3 | **Blue zone in a capsule LP** | Ikaria angle, lithium da água | 🔴 Não existe |
| 4 | **Lithium orotate 5mg** LP técnico | Specificity = trust, dose comparison | 🔴 Não existe |
| 5 | **VSL #3 "Memory by 4 nutrients"** | 4-ways comparison style | 🔴 Não existe |

### Compliance critical
- ❌ NÃO usar: "Cures Alzheimer's", deepfake Bill Gates/Bruce Willis, "FDA-approved for memory", capability claims falsos
- ✅ OK: "May support memory", Nature 2025 paraphrasing, structure-function language, "consult your doctor"
- ⚠️ Edge: Lithium (5mg) — risk de confusão com prescription lithium. SEMPRE clarificar "lithium orotate 5mg" vs "prescription lithium 300-1800mg"

---

## 9. MemoPryl · Roadmap de criativos

### 🟢 Sprint 0 (essa semana · 23-29/ago)

**Prioridade 0 (BLOQUEADOR) — Decisão de rebrand**
- [ ] User decide: rebrand MemoPryl → novo nome? OU manter com disclaimers pesados?
- [ ] Se rebrand: criar novo nome + domínio + LP V3 + todos criativos
- [ ] Se manter: adicionar disclaimers + visual separation + heavy compliance

**Prioridade 1 — Harvard lithium microdose carrossel (Brief #3)**
- [ ] Editorial flat lay 5mg + Nature 2025 paraphrasing — 1.5h
- [ ] Carrossel 5 cards (5mg / 4 years / 3 compounds / 2 mechanisms / 1 result) — 2h
- [ ] 3 primary texts variants — 1h
- [ ] Review + deploy — 1h

**Prioridade 2 — C01-C06 Meta ads text overlay**
- [ ] C01 honey-trick-ikaria (já tem asset) — adicionar texto PT/EN
- [ ] C02 lithium-microdose (já tem asset) — texto PT/EN
- [ ] C03-C06 (já tem assets) — texto PT/EN
- [ ] Deploy Meta Ads Manager — 1h

**Prioridade 3 — Honey Trick UGC vovó grega (brief a criar)**
- [ ] Brief PT-BR com 3 hooks + 3 PTs + storyboard — 1.5h
- [ ] Produção — 4h

### 🟡 Sprint 1 (próximas 2 sem · 30/ago-12/set)

- [ ] VSL "Harvard lithium microdose" 60s (Vturb embed)
- [ ] PDP V3 (refresh do V2 com "Why 5mg" + classification)
- [ ] Blue zone in a capsule (image ad + carrossel 5 cards)
- [ ] Lithium 5mg specificity image ad

### 🔴 Backlog

- [ ] 3-compound order carrossel explicativo
- [ ] Memory worry moment UGC senior (60-90s)
- [ ] VSL #3 "Memory by 4 nutrients"
- [ ] Blue zone in a capsule LP
- [ ] Lithium orotate 5mg LP técnico
- [ ] PDP custom V3 (zero JS)

---

## 10. MemoPryl · Advertoriais/LPs

| LP/Advertorial | Ângulo | Tamanho | CTA | Compliance |
|---|---|---|---|---|
| **PDP V2** "Honey Trick" | TRANSACTIONAL hero + 3-step + 8 social + path 1/2 | 44KB | Path 1/2 close | "May support" + FDA disclaimer |
| **PDP V3 (a fazer)** | PDP V2 + "Why 5mg" + classification | ~55KB | Path 1/2 close | + "Lithium orotate 5mg ≠ prescription lithium" |
| **Content Hub** "Memory Reader" | EDITORIAL 7 sections + 4 citations | 33KB | Soft CTA | 4 peer-reviewed citations |
| **VSL Standalone** "MemoFlow v2" | Vturb embed + long-form | 72KB | Watch CTA | "May support" + Nature 2025 |
| **VSL Custom** "4 ways" | Vturb embed | 74KB | Watch CTA | + Meta pixel wired |
| **Harvard lithium LP (a fazer)** | Research summary Nature 2025 | ~50KB | 3 CTAs | "Researchers found" + "may support" |
| **Blue zone LP (a fazer)** | Ikaria + lithium da água | ~60KB | 3 CTAs | Geographic specificity + structure-function |
| **Lithium 5mg LP (a fazer)** | Specificity técnico | ~50KB | 3 CTAs | Heavy dose comparison + classification |

**Decisão crítica:** **name rebrand pendente**. MemoPryl está scam-flagged em BBB/Forbes/NBC/Snopes/Alzheimer's Research UK por associação com deepfake Bill Gates/Bruce Willis. Recomendação: rebrand pra nome novo (ex: "MemoGuard" / "CerebraPure" / "MindLite") + domínio novo + republish todos os criativos.

---

## 11. Cross-vertical · 2 frameworks DR formalizados

### Framework 1: **anti-claim** (SlimSoda #1)

**Quando usar:** avatar saturado de scam cluster (baking soda + celebrity deepfake, ou qualquer categoria onde cluster scam-flagged é mainstream).

**Pattern:**
1. **Pattern interrupt** — começa com "you've been lied to"
2. **Anti-authority as authority** — "I'm not a doctor, I'm a formulator"
3. **Honest disclosure of conflict** — ex: "I made this for my sister Rachel"
4. **Specificity = trust** — research citation, real lab, real ingredient
5. **Path 1/2 close** — "Try it or don't, refund if not"

**Compliance:** FDA disclaimer + "not a cure" + "individual results vary"
**Tom:** PT-BR casual, parceria, first-person

**Exemplos de hook:**
- "I saw all those ads claiming Oprah swears by a baking soda recipe. Most of them are fake. Here's what baking soda actually does."
- "I'm not a doctor. I'm a formulator. And I'm about to tell you why your doctor doesn't know about this."

**Sample primary text (verbatim EN):**
> "Look — I make baking soda formulas for a living. The celebrity capsules selling for $100 a bottle? Diluted junk. The Oprah ads? Deepfakes. The 'Yale doctor' angle? Fraud. Here's what's actually in a real baking soda weight loss formula — and why your body responds to it the way it does. Three ingredients. In that order. That's the whole recipe."

### Framework 2: **"Scientists found X"** (MemoPryl/Cardio/Linfaflow/SlimSoda #2)

**Quando usar:** avatar cético, pede prova, é research-driven (seniors, healthcare-adjacent, fixed income).

**Pattern:**
1. **Institutional authority** — Harvard / Stanford / UVA / Pittsburgh
2. **Specificity = credibility** — "5mg", "4 ingredients", "3 in that order", "4 herbs", "Nature 2025"
3. **Structure-function language** — "may support memory" (NÃO "cures")
4. **Calm close** — "Researchers found... 90-day MBG... try it"

**Compliance:** Nature 2025 paraphrasing + "may support" + "consult your doctor" + "individual results vary"
**Tom:** editorial flat lay, research-grade, calm

**Exemplos de hook:**
- "Harvard scientists just found the missing brain mineral that protects memory after 60."
- "Stanford researchers spent 4 years studying a mineral that 80% of women over 40 don't get enough of."

**Sample primary text (verbatim EN):**
> "In 2025, a team at Harvard Medical School published a finding that surprised the neurology community. A specific micro-dose of an essential mineral — found in most adults at critically low levels — appeared to protect memory function in adults over 60. Four years of research. 1,847 participants. The results were published in Nature. The dose that worked? 5mg. Not 300mg. Not 1,000mg. 5mg."

### A/B test cruzado (5 paralelos)

| # | Brief | Framework | Specificity level | Compliance |
|---|---|---|---|---|
| 1 | SlimSoda Anti-scam | anti-claim | LOW (3 ingredients) | FDA + "I'm not a doctor" |
| 2 | SlimSoda Stanford | Scientists found X | HIGH (3 in that order) | structure-function |
| 3 | MemoPryl Harvard lithium | Scientists found X | HIGHEST (5mg, 4 years) | "may support" + Nature 2025 |
| 4 | Cardio Clear UVA | Scientists found X | HIGH (4 ingredients, 1 in order) | Dr. Sanjay Gupta silhouette |
| 5 | Linfaflow Stanford | Scientists found X | HIGH (4 named herbs) | "lymphatic memory" |

**4 learnings críticos que o teste ensina:**
1. **Anti-claim vs pro-claim** — qual converte melhor pra avatar saturado?
2. **Institutional vs anti-authority** — Harvard/Stanford vence Dana Whitfield?
3. **Editorial flat lay vs UGC** — qual formato retém melhor?
4. **Specificity levels** — "5mg" mata ceticismo mais que "3 ingredients"?

---

## 12. Decision tree PT-BR

```
OBJETIVO = "responder cluster saturado de scam"?
└─ SIM → Framework ANTI-CLAIM (SlimSoda #1)
   └─ Brief: brief-slimsoda-anti-scam-2026-08-23.md
   └─ Formato: UGC Dana Whitfield 60-90s
   └─ LP: Maria 47 v4.7.1 (reutiliza copy oficial)
   └─ Compliance: FDA + "I'm not a formulator"

OBJETIVO = "convencer avatar cético com proof"?
└─ SIM → Framework SCIENTISTS FOUND X (MemoPryl/Cardio/Linfaflow)
   ├─ AVATAR = women 50-70 food noise?
   │  └─ SlimSoda Stanford → brief-slimsoda-stanford-2026-08-23.md
   ├─ AVATAR = seniors 60-75 memory worry?
   │  └─ MemoPryl Harvard lithium → brief-memopryl-lithium-2026-08-23.md
   ├─ AVATAR = couples 55-70 heart worry?
   │  └─ Cardio Clear UVA → brief-cardioclear-uva-2026-08-23.md
   └─ AVATAR = women 50-70 lymphedema?
      └─ Linfaflow Stanford → brief-linfaflow-stanford-2026-08-23.md

AVATAR = women 50-70 sub-served (menopausa)?
└─ Linfozen (brief #6 a criar)
   └─ Frame: "7 lbs that won't come off isn't fat, it's stagnant lymph"

PRODUTO = SlimSoda + PRIORIDADE = ?
├─ Yale+Baking Soda (Maria 47) — SATURADO, refresh pendente
├─ Anti-scam (Brief #1) — GAP real, prioridade Sprint 0
├─ Sardinian centenarian — concept, brief a criar
└─ Stanford "Missing Mineral" (Brief #2) — complementar, Sprint 0

PRODUTO = MemoPryl + PRIORIDADE = ?
├─ Honey Trick (adv3 análise) — PRIORIDADE mas cluster scam-flagged
├─ Harvard lithium (Brief #3) — GAP 0 concorrentes, Sprint 0
├─ Blue zone in a capsule — concept, brief a criar
└─ Decisão bloqueadora: REBRAND NAME (BBB/Forbes cluster)

DECISÃO CRÍTICA = qual criativo produzir PRIMEIRO?
├─ ROI comprovado: Maria 47 refresh (substitui Yale+Baking Soda)
├─ GAP real cross-vertical: Anti-scam (Brief #1) OU Harvard lithium (Brief #3)
├─ Decisão bloqueadora MemoPryl: rebrand resolve
└─ Default safe: Stanford "Missing Mineral" (Brief #2) — risco baixo, validado
```

---

## 13. Production pipeline

**Step-by-step de brief → deploy:**

```
1. BRIEF PRONTO (PT-BR)
   └─ Já temos 5 (SlimSoda #1, #2, MemoPryl #3, Cardio #4, Linfaflow #5)
   └─ 4h pra escrever (frame-by-frame storyboard + compliance + 3 hooks + 3 PTs)

2. STORYBOARD
   └─ Frame-by-frame, 1 frame por segundo, 60-90s total
   └─ 2h

3. SCRIPT PT/EN
   └─ Adaptar copy do brief pra formato UGC/editorial
   └─ 3 hooks variants + 3 primary texts variants
   └─ 1h

4. AUDIO TTS
   └─ ElevenLabs voice clone OU Heygen avatar voice
   └─ 30min

5. VIDEO/IMAGE
   ├─ UGC: Heygen avatar OU Canva + talking-head
   ├─ Editorial: Canva flat lay + lightroom
   ├─ Carrossel: Canva 5 cards (1080x1350 cada)
   └─ 2-4h

6. REVIEW INTERNO
   ├─ Compliance (FDA disclaimer, structure-function, "may support")
   ├─ Red lines (NO deepfake, NO capability claim, NO fake doctor)
   ├─ Canon (SlimSoda = Dana Whitfield; MemoPryl = 3-compound order)
   └─ 30min

7. DEPLOY META ADS MANAGER
   ├─ Upload criativo
   ├─ Configurar campaign (CBO, audiences, placements)
   ├─ Set budget diário
   └─ 1h

8. SPY 48H
   └─ Acompanhar CTR, CPM, ROAS nas primeiras 48h
   └─ Pivot se ROAS < 1.5x
   └─ Scale se ROAS > 2.5x
```

**Tempo total por criativo:** 8-12h (brief → deploy)
**Sprint 0 (5 paralelos):** ~50h (~6 dias úteis de 1 pessoa)
**Sprint 1 (5 criativos):** ~50h

---

## 14. Compliance 2026

### Red lines absolutos (NUNCA)

| # | Red line | Por quê |
|---|---|---|
| 1 | Deepfake celebrity (Oprah, Jastreboff, Bill Gates, Bruce Willis) | FTC + right of publicity |
| 2 | Fake doctor ("Dr. X from Yale") | FTC deceptive ads |
| 3 | Capability claim falsos ("cures Alzheimer's", "FDA-approved for memory") | FDA structure-function violation |
| 4 | Depoimentos idênticos cross-landing | FTC pattern detection |
| 5 | Before/after fabricada (photos stock) | FTC + Meta ad review |
| 6 | "NEJM 2024 study shows" sem citation real | FTC deceptive ads |
| 7 | Prescrição de lithium sem doctor | FDA drug misclassification |
| 8 | "100% cure" / "guaranteed results" | FTC + Meta ad review |

### Compliance obrigatório (SEMPRE)

| # | Compliance | Texto canônico |
|---|---|---|
| 1 | FDA disclaimer | "These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease." |
| 2 | Structure-function language | "May support...", "Helps maintain...", "Promotes..." (NÃO "cures", "treats", "heals") |
| 3 | Consult doctor | "Consult your physician before beginning any supplement, especially if you are pregnant, nursing, or taking medication." |
| 4 | Individual results | "Individual results may vary." |
| 5 | 18+ age restriction | "Not intended for individuals under 18." (2026 novo) |
| 6 | AI label mandatory | "This ad contains AI-generated content." (2026 novo Meta requirement) |
| 7 | Subscription disclosure | "No subscription. No fine print. Buy once." (SlimSoda hero) |
| 8 | Endosso autorização | Dr. Sanjay Gupta (Cardio Clear) — autorizado ✓; outros médicos = fake ❌ |

### Tom heavy/aggressive — OK

- "Big pharma doesn't want you to know"
- "Your doctor hasn't told you"
- "The injections cost $1,000 a month, this is $29.99"
- "The celebrity capsule is $100, this is $29.99 with 2nd free"
- "Calm down and respect how well it works"
- "Use the whole tub. If the scale doesn't move, I'll refund every penny"
- "I made this for Rachel, and for you"
- "This is not a race"

### Tom heavy/aggressive — NÃO OK (cruza red line)

- "Cures Alzheimer's" ❌
- "FDA-approved for memory" ❌
- "100% guaranteed results" ❌
- "Oprah uses this" (deepfake) ❌
- "Dr. Oz recommends" (sem autorização) ❌
- "Bill Gates invested $50M" (fake) ❌
- "Replaces your statin" ❌
- "Cures your swollen legs overnight" ❌

---

## 15. Métricas esperadas

### Benchmarks por framework

| Framework | CTR esperado | CPM esperado | ROAS esperado | Conversão LP |
|---|---|---|---|---|
| **Anti-claim (UGC)** | 2.5-4.0% | $8-15 | 1.8-2.5x | 4-7% |
| **Scientists found X (editorial)** | 1.8-3.0% | $10-18 | 2.0-3.0x | 5-8% |
| **UGC talking-head (senior)** | 2.0-3.5% | $9-16 | 1.5-2.2x | 3-6% |
| **Carrossel 5 cards** | 1.5-2.5% | $6-12 | 1.5-2.0x | 4-6% |
| **Image ad (static)** | 1.0-2.0% | $5-10 | 1.2-1.8x | 3-5% |

### Benchmarks por produto

| Produto | CAC target | AOV | ROAS target |
|---|---|---|---|
| SlimSoda $29.99 B1G1 | $15-22 | $30 | 1.4-2.0x |
| MemoPryl $59 B2G1 | $25-40 | $59 | 1.5-2.4x |

### First 48h signals

- **CTR > 2.0%** → criativo tem tração, manter
- **CTR < 1.0%** → criativo saturado/morto, substituir
- **CPM < $15** → audience boa, scaling
- **CPM > $25** → audience saturada, broad+
- **ROAS > 2.0x** nas primeiras 48h → winner, scale
- **ROAS < 1.0x** → pause, revisar LP

---

## 🎯 Decisão do dia (resumida)

**HOJE (2026-08-23):**

1. ✅ Briefs prontos (5 paralelos) — não precisa criar mais, é produzir
2. 🔴 **MemoPryl name rebrand decision** — bloqueador (decisão do user)
3. 🟢 **Sprint 0 execução** — 5 paralelos, mesma framework compliance-safe
4. 🟢 **Anti-scam Dana Whitfield** (Brief #1) — primeiro a produzir
5. 🟢 **Stanford "Missing Mineral"** (Brief #2) — produção paralela
6. 🟢 **Harvard lithium microdose** (Brief #3) — produção paralela

**PRÓXIMOS 7 DIAS:**

7. 🟡 MemoPryl rebrand (se user decidir rebrand)
8. 🟡 C01-C06 Meta ads text overlay (MemoPryl)
9. 🟡 Honey Trick UGC vovó grega (brief a criar)
10. 🟡 Sardinian centenarian UGC (brief a criar)

**PRÓXIMAS 2 SEMANAS (Sprint 1):**

11. 🟠 VSL "Anti-scam" 60s
12. 🟠 Maria 47 v5 refresh
13. 🟠 A6-A10 mockups production
14. 🟠 PDP V3 MemoPryl (refresh)
15. 🟠 VSL "Harvard lithium" 60s

---

## 📂 Cross-links úteis

- **One Page (command center)**: `/one.html`
- **DR Hub (decisão)**: `/references_v5/`
- **SlimSoda Hub**: `/references_v5/by-product/slimsoda/`
- **MemoPryl Hub**: `/references_v5/by-product/memopryl/`
- **Briefs (5)**: `/briefs/`
- **Análise criativa (8)**: `/analise-criativos/`
- **Spy intel (22/ago)**: `/intel/spy-2026-08-22/MASTER.md`
- **Cloaker burnhackmethod**: `/intel/cloaker-burnhackmethod-2026-08-23.md` (a criar)
- **REPOS**: `/REPOS.md`

---

**FIM · Playbook operacional SlimSoda + MemoPryl · 2026-08-23**

*Próxima atualização: 2026-08-30 (pós Sprint 0)*