Video Assets You Need for a Beverage Product Launch
The complete video asset checklist for launching a new beverage product. From pre-launch teasers to post-launch ads, plan your content strategy.
- The Launch Video Checklist
- Pre-Launch Phase (2-4 Weeks Before)
- Teaser Content
- Audience Building
- Launch Day Assets
- Hero Announcement
- Social Launch Content
- Post-Launch Phase (Weeks 1-4)
- Performance Ad Creatives
- Retargeting Assets
- Platform Requirements
- Production Timeline
- 8 Weeks Out
- 6 Weeks Out
- 4 Weeks Out
- 2 Weeks Out
- Launch Week
- Budgeting for Launch
- Common Launch Mistakes
- Starting Too Late
- Too Few Variants
- Ignoring Platform Specs
- No Post-Launch Plan
- Launch campaigns need 8-12 unique video assets minimum
- Plan for pre-launch teasers, launch day heroes, and post-launch ads
- Each piece needs 3+ platform variants
- Start production 6-8 weeks before launch date
The Launch Video Checklist
Launching a new beverage product? Here's every video asset you need to maximize impact and extend your launch window.
Pre-Launch Phase (2-4 Weeks Before)
Teaser Content
Build anticipation without revealing everything.
What to create:
- Coming soon announcements (3-5 second hooks)
- Behind-the-scenes peeks
- Ingredient/benefit hints
- Countdown content
Volume needed: 2-3 unique pieces
Audience Building
Content to grow your launch list before day one.
What to create:
- Value-focused content about the problem you solve
- Founder story or brand origin
- Category education content
Volume needed: 1-2 pieces
Launch Day Assets
Hero Announcement
Your flagship launch content—the piece that introduces your product to the world.
Requirements:
- 30-60 second primary version
- 15-second cut for ads
- 6-second bumper
- All platform formats
Volume needed: 1 hero with variants
Social Launch Content
Same-day content for organic social channels.
What to create:
- Unboxing/reveal content
- First pour shot
- Taste reaction content
- Launch day story content
Volume needed: 3-4 pieces
Post-Launch Phase (Weeks 1-4)
Performance Ad Creatives
The content that actually drives sales after the buzz.
What to create:
- Problem/solution ads
- Feature highlight ads
- Social proof/testimonial cuts
- Comparison ads
- Use-case specific ads
Volume needed: 5-7 unique creatives with variants
Retargeting Assets
For visitors who didn't convert on first touch.
What to create:
- Reminder content
- Limited-time offers
- FAQ/objection handlers
- Reviews/testimonials
Volume needed: 2-3 pieces
Platform Requirements
Every piece needs platform variants:
| Platform | Format | Max Length | |----------|--------|------------| | TikTok | 9:16 | 60s | | Instagram Reels | 9:16 | 90s | | Instagram Feed | 1:1 | 60s | | YouTube Shorts | 9:16 | 60s | | Meta Ads | 1:1, 4:5, 9:16 | 15-30s | | YouTube Ads | 16:9 | 6s, 15s, 30s |
Production Timeline
8 Weeks Out
- Brief and strategy session
- Shot list development
- Location/studio booking
6 Weeks Out
- Pre-production finalized
- Products and props ready
- Talent booked (if applicable)
4 Weeks Out
- Shoot day execution
- Capture all launch content
2 Weeks Out
- Editing and revisions
- Final delivery
- Platform uploads and scheduling
Launch Week
- Go live with teaser content
- Launch day hero deployment
- Begin paid ad rotation
Budgeting for Launch
A comprehensive launch video package typically runs $8,000-$15,000 and includes:
- 1-2 shoot days
- 8-12 unique deliverables
- All platform formats
- Multiple length cuts
For brands with existing footage, edit-only packages start at $3,500.
Common Launch Mistakes
Starting Too Late
Production takes time. Rushing leads to compromised quality and limited content for testing.
Too Few Variants
One hero video isn't enough. Plan for 3-5 ad variants minimum to find what resonates.
Ignoring Platform Specs
Cropped horizontal content on TikTok doesn't convert. Shoot native formats.
No Post-Launch Plan
The launch is just the beginning. Budget for ongoing content to maintain momentum.
Frequently Asked Questions
How far in advance should I start video production for a launch?
Start 6-8 weeks before your target launch date. This allows time for pre-production planning, shoot execution, editing, revisions, and building anticipation with teaser content.
How many videos do I need for a product launch?
A successful beverage launch typically requires 8-12 unique video pieces: 2-3 pre-launch teasers, 1-2 hero announcements, and 5-7 post-launch performance ads. Each piece needs platform variants.