Too salty? LMNT puts the complaint in the headline and answers it

"YES, IT'S SALTY. No, you don't have to drink it that way."

The headline is the objection, in big white capitals on black: "YES, IT'S SALTY." Under it a smaller line says "No, you don't have to drink it that way." A tilted LMNT stick pack (Watermelon Salt) runs down the right edge with its panels of 1000 mg sodium, 200 mg potassium and 60 mg magnesium, and white salt crystals spill across the bottom right. The caption never mentions salt: "LMNT helps you stay hydrated with key electrolytes you need to feel and perform your best", with a "Build a Healthier Daily Routine" and "Free U.S. Shipping" line under the picture.

There is no price or offer in the picture. The answer to the objection is a dosing guide: "MIX 1 STICK PACK WITH WATER" in red, a stick pack tipped over a glass, and three marked levels, "32oz BEGINNER", "24oz INTERMEDIATE" and "16oz ADVANCED". In other versions the levels are named "LIGHT", "SALTY" and "SALTIEST". The library card's button is Shop Now.

This is a reading of the creative, not proof of results: the Ad Library shows when ads ran, not how they performed. The headline says out loud what a new customer or a reviewer might say, so the ad answers the objection before the reader raises it, and it agrees first ("YES") before it offers a way out. The diagram turns the answer into something to do: use more water. The caption is ordinary, so the picture carries all of this. The same idea runs in many looks. The newest wave (2 Nov 2026, 22 ads) uses black dosing-guide cards with headlines such as "TOO SALTY FOR YOU? Try starting here.", "IS LMNT TOO SALTY? Reference our Salt-o-Meter:", "Why do people on Reddit say this is too salty? TRY STARTING HERE." and a customer quote, "VERY SALTY AT FIRST. NOW I CRAVE IT." The wave before it (26 Oct, 16 ads) uses yellow and black product cards ("SALTY? THAT'S THE POINT.", "SALTY? DUH.", a one-star "way too salty!" review marked "CORRECT.", "TOO SALTY? SPLIT THE STICK.") and a photo of two yellow bottles ("TOO SALTY? GO HALFSIES."). The library list shows none of the 38 ads flagged as low impression. The words are drawn in the pictures, so the library's copy search cannot find them. The scraper's list does not hold every ad the library shows, so 38 is a lower bound. Only active ads were pulled, so earlier runs, if there were any, are not in the numbers.