Wildhorn angles — mechanisms, winning headlines, and the angles that failed

Sources: kit/research.md (Primal Edge study, 12 Jul), kit/angle-01.md (locked angle, 26 Jul), /srv/blueprint/example.html (top 5 angles + headlines), every validated spec (Sam s*specs.py, run 1 bNspecs.py) and Adrien's Loom verdicts. Headlines below are the FINAL validated copy unless marked otherwise.

Method reminder (Adrien's hierarchy, memory ad-review-product-mechanism-angle): Product → Mechanism → Angles. One mechanism (estrogen after 40) opens several angles (beer belly, man boobs, drive, energy, sleep). For statics we don't choose an angle freely: the template naturally carries one (A5), we fuse it with the beer belly when it carries another (A14), and we copy its words when it already carries ours (A6).

Priority order (Adrien, Loom 1 + Sam Loom 1–3): beer belly first, always; man boobs second; drive/sexual when the template is sexual (tied to the belly where possible); wild vs farmed, tested-3, anti-waste sparingly ("too many 'supplements failed you'").

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A1 — BEER BELLY (= estrogen) — the default angle

Idea. The beer belly isn't beer, age or discipline. After 40 his testosterone turns into estrogen and estrogen stores fat on the belly. Wildhorn's 4 wild organs go after the hormone behind the beer belly. Rules that apply: A14 (default/fusion), A24 (name it in every line), B2 (say "beer belly"), B9 (proud proof objects), B11 (concede beer). Primal Edge headlines (research, for inspiration — never paste over a template, R9 failed): "BEER BELLY GONE IN 21 DAYS. ONLY ONE BLOCKS THE CONVERSION." · "A stubborn gut isn't a discipline problem." · "Every man's gut starts breaking the day he turns 40."

Validated headlines — A1, grouped by mechanic

Reframe / estrogen villain (A28)

• "THE BEER BELLY IS NOT THE PROBLEM. THE ESTROGEN DRIVING IT IS." (#21, S70)
• "THIS IS NOT BEER. THIS IS ESTROGEN." + "Wild bison organs fight the hormone behind your beer belly." (S52)
• "YOU'RE NOT FAT. YOUR BELLY IS ESTROGEN." (#23 B5)
• "ESTROGEN WAS FOUND DEAD. CAUSE OF DEATH: WILD BISON ORGANS" (#24)
• "It Was Never Fat. It Was Estrogen." (#2)
• "This is what estrogen does. After 40." (S6) · "8 SIGNS OF HIGH ESTROGEN IN MEN" (S5)
• "YOUR BEER BELLY STARTED AFTER 40." / "Wild bison organs replenish what age depletes." (S49)
• "A STUBBORN GUT ISN'T A DISCIPLINE PROBLEM. IT'S YOUR HORMONES." (#20) · "Quit the beer and still can't lose the beer belly?" / "A stubborn gut isn't a discipline problem." (S33)
• "The beer belly fix that doesn't wreck your hormones." (#68)
• "MALE BEER BELLY AFTER 40 IS CRAZY" (#70)
• "The formula built for how belly fat actually works after 40." (S43)

Bye-bye / problem? try us (same angle as the template → copy)

• "BYE BYE BEER BELLY" (S13) · "Bye-bye beer belly" + August/September/October (S8)
• "BEER BELLY? TRY WILDHORN" (S40) · "Beer Belly? Try WILDHORN." (#18)
• "BEER BELLY? CAN'T RELATE." (S74) · "BEER BELLY? TIME TO RESET." (S27) · "BEER BELLY?" + "After 40, It Won't Leave On Its Own..." (S80)
• "BEER BELLY FINALLY SHRINKING!" (S38) · "GOODBYE DAD BOD BELLY" (#14)
• "Tame Your Stubborn Belly" (#42, S78)
• "DRAINS BEER BELLY IN 14 DAYS" (#17) · "DISSOLVES LOVE HANDLES & BEER BELLY BY DAY 21" (#16) · "Melt Stubborn Beer Belly in 4 weeks" (S22) — deadlines only because the templates had one (B6)
• "12 YEARS OF BEER BELLY GONE IN 21 DAYS" (S17) · "3 YEARS OF DAD BOD GONE (NO DIETS)" (S16)
• "LOST MY WAISTLINE — Last Seen 3 Weeks Ago" (S14, copied word for word, A19)
• "Drop from XL to M in Just 90 Days OR MONEY BACK" (S68) · "THE 90-DAY CHALLENGE. MELT 27 LBS OR MONEY BACK." (S41)

His shame, his proof (B8, B9, B10)

• "SUCKED IT IN FOR THE PHOTO AGAIN?" (S51) · "WHAT IF YOU DIDN'T HAVE TO SUCK IT IN AT ALL?" (S73)
• "Most men with a beer belly keep their shirt on at the pool." (S57 round 3, later replaced by the woman angle)
• "I finally tuck my shirt in again" + week timeline (S39)
• "How I sleep at night knowing I don't look 6 months pregnant after every meal anymore" (S48)
• "“I THOUGHT A BEER BELLY WAS JUST PART OF GETTING OLDER. I WAS WRONG.”" (S72)
• "Only one of them is pregnant." (#12) · "FROM FEELING LIKE A BIG BACK TO FEELING SNATCHED" (S83)
• "Why men with a beer belly after 40 can't keep up with their kids" (S32)
• "“I LOVE YOUR BEER BELLY” — said no wife ever" (S34)
• "BEER BELLY AFTER THE WEEKEND? GIVE YOUR MONDAY A BETTER START" (S81)
• Wojak lines: "SUCKS IN HIS GUT FOR EVERY PHOTO / WIFE STOPPED GRABBING HIS WAIST / KEEPS HIS SHIRT ON AT THE POOL" vs "BELT DOWN 2 NOTCHES IN 21 DAYS / WIFE: 'WHAT ARE YOU DOING DIFFERENT?' / FIRST SHIRT OFF AT THE POOL" (#9, "exceptional")

Concede the pleasure (B11)

• "BEER IS FUN. BEER BELLY ISN'T." (#22) · "You can keep your beer and lose your belly." (#31)
• "FOR BEER LOVERS WHO LIKE TO STAY LEAN." (#41, S45, S75)
• "If you're on the beers, this is for your beer belly." (S18)
• "Game Day's Favorite Beer Belly Fix" (#76) · "Tired of beer belly battles?" / "Beer Belly Essentials" (#75)
• "The perfect wingman for losing the beer belly" (S56)

Vs the rival he knows (B5, B17)

• "I use fat burners. / I use Wildhorn." (S42, try 1 validated)
• "THE FAT BURNER DIDN'T WORK. The organs do. 🔥" (S65)
• "Have a beer belly, but hate fat burners?" (S54)
• "Not a diet, not a fat burner, just this jar." (S26)
• "Men on Fat Burners / Men on Wildhorn" (#2) · "Wildhorn's BISON ORGANS vs Fat Burners" (#3)
• "What comes with OZ3MP!C / What comes with WILDHORN" (#4)
• "NOT A FAT BURNER" (#30 B4) · "ZERO CRASH"-style rebound chart: fat burners bounce back, Wildhorn stays down (#56)
• "The stimulant-free way to lose the beer belly." (#71)
• "HOW I FEEL AFTER A WEEKEND OF BEERS / HOW I FEEL WHEN I'M ORGAN-MAXXING" (S47)

Identity / meme / humour

• "we want 5 men who realized that “it's just a dad bod” isn't a personality." / "wildhorn. t up or shut up." (S4)
• "FROM “DAD BOD” TO “BISON BOD”" (#29)
• "Abs vs. Beer Belly — Guess who's on WILDHORN" (#6)
• "THIS SHAPE BELONGS ON THE MOON / NOT ON YOUR BEER BELLY" (S23, same-shape pun E6)
• "WISHING YOU HAD A FEW FEWER INCHES?" (S1, flipped progression)
• "SIZE DOESN'T MATTER… UNLESS IT'S YOUR BEER BELLY!" (#11, S77)
• "GRUNT-FREE SHOELACES" ✗ → "FLATTER BELLIES" ✓ (S15)
• "Your beer belly will hate this #1 wild organ formula" + "93% saw their beer belly shrink*" (S24)
• "OUTPERFORM YOUR BEER BELLY." / "AGE 51 · BEER BELLY GONE" (S35)
• "WARNING: Viewers may see their beer belly shrink with this 2-capsule ritual" (S82)
• "2026 Beer Belly Fix [starter pack]" (S61)
• "Melt Your Beer Belly. Ignite Your Confidence." (S63) · "Feel the power of being at 100%. Lose the beer belly." (S25)
• "1 capsule. 5 benefits." (S19) · "TWO CAPSULES. EVERYTHING HE NEEDS." (S71) · "ONE JAR. EVERY ORGAN YOU NEED." (S31)

Offer-led (A1 + deal)

• "WE'RE SAYING GOODBYE... to our lowest price ever." (S36) · "LAST CALL: BUY 1, GET 1 FREE" (S44)
• "BUY 1, GET 1 FREE" repeated rows + SAVE $50 (#46) · "INTRODUCING THE WILD STACK — 50% OFF FOR LIFE" (#51 B7)
• "2 JARS. 1 NOTCH TIGHTER." ✗ → old jeans visual ✓ (#44)

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A2 — MAN BOOBS / puffy chest (= estrogen)

Idea. "It's not fat. It's a hormone signal." Second door in, strongest scroll-stopper. OpenAI blocks bare/soft male chests → show through a tight t-shirt, thermal, X-ray, or Seedream scene + composite. Rule A31: a man-boobs template highlights ONLY the man boobs (S79). Primal Edge: "MAN BOOBS? DON'T HIDE — MELT THEM." · "PUFFY NIPPLES? THAT'S NOT CHEST FAT. IT'S A HORMONE SIGNAL." · "MAN BOOBS GONE IN 30 DAYS (NOT SURGERY. NOT PUSH-UPS. NOT A COMPRESSION SHIRT.)"

Validated:

• "MORE CHEST DAY WON'T FIX YOUR MAN BOOBS. It's not a gym problem. It's a testosterone problem." (S79, try 1, copied)
• "MAN BOOBS GONE OR YOUR MONEY BACK" + MAY/JUNE/JULY (S53)
• "MAN BOOBS ARE FUNNY / UNTIL THEY'RE YOURS" + "Seriously man, try Wildhorn already and get rid of them!" (#62, Flux + composite)
• "MAN BOOBS? DON'T HIDE — MELT THEM." (#15)
• "BEER-BELLY MEN: GROWING MAN BOOBS? LOOK AT YOUR HORMONES." (#5)
• "GYM ALONE: BUILDS ARMS ✅ CHEST STAYS SOFT ❌ / GYM WITH WILDHORN: FLATTER CHEST ✅" (#10)
• "Your hide-the-chest routine may be letting you down." (#8 — validated before B8 banned compression shirts; don't reuse "compression shirts")
• "A SUPPLEMENT THAT DOESN'T SOFTEN YOUR CHEST" + organ capsule (#40)
• "THE CHEST BACK BUNDLE" (#50) · "OVER 40? YOUR CHEST ISN'T DONE." (#60 — template's own "Over 40?" kept, A6)
• Fusions with A1: "Puffy chest" in symptom lists (S5, S6, S46, S49), "Firms a puffy chest" (S19), "Firmer Chest" pill (S29).

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Drive / sexual (testosterone) — only on sexual templates, tied to the belly where it fits

Idea. He lost the body, she lost the desire; the belly goes, the drive and her desire come back. The label says Natural Testosterone Support, bison testicle is inside → the promise is legitimate. Rules: A4 (decode innuendo), A7 (re-derive their object), A24 (woman angle = her desire tied to his belly), D1/D5 (engines).

Validated:

• "DO NOT TAKE THIS WITHOUT WARNING YOUR WIFE" (#57 B9 — cake log kept, her hand holds the jar)
• "She Calls It Heaven ;)" (#61 B9 — banana from below)
• "SHE SAYS DESSERT IS BACK ON THE MENU ;)" (#69 B9 — glazed donut ring; weakest validated: "still doesn't make sense")
• "STEP 1: LOSE THE BEER BELLY / STEP 2: LET NO ONE HIT" (#63 B8, E1)
• "melt his beer belly before you drain him" (sunscreen bubbles on her back, #65 B9)
• "NO MORE SOFT D*CK — ORGAN SUPPLEMENTS HAVE EVOLVED" (#73)
• "LEANER. HARDER. WILDHORN." (#74 B8, kept over "FLATTER. HARDER.")
• "He Lost The Beer Belly. I Lost My Voice. — Jessica M." (#79 B9)
• "Save her from your 'off nights'" / "ALL-DAY ENERGY. ALL-NIGHT STAMINA." (S10, copied)
• "17 DAYS LATER... BEER BELLY GONE. HE LASTED ALL NIGHT!" (S12)
• "BELLY GONE. HE LASTS SO MUCH LONGER." (S30)
• "FALLING IN LOVE WITH THIS JAR WAS THE BEST DECISION I EVER MADE." (S11, jar = her head, painted)
• "My wife can't keep her hands off me since this." (S20 UGC captions)
• "Women whose man lost the beer belly initiate way more often" (S55)
• "She initiates way less when you have a beer belly." (S57, woman angle)
• "Make her eat the sheets 🥵🌶️" (S58 try 1) · "THE SHEETS NEEDED CHANGING. She didn't even apologize." (S64)
• "From feeling nothing, to pure wilderness" / "30 days. 2 capsules." (S62)
• "WARNING: EXTREMELY ADDICTIVE. Side effects include buying new jeans, a wife who won't let you sleep, and reordering at 2 AM." (S59)
• "LOST THE BODY YOU USED TO HAVE? AGE IS NOT THE PROBLEM." (S66)
• "BEFORE WILDHORN: Beer belly, low energy, drive in hiding / AFTER: Flat belly, all-day energy, raging drive" (S50, pear metaphor)
• Lights-on bedroom shame ("You'll never hide your belly with the lights on" family, #47 B6 — "the greatest")

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A3 — WILD vs FARMED (the source)

Idea. Bison were never domesticated; farmed reindeer and feedlot beef build farmed organs. Use generic foils only — never "reindeer" (= Primal Viking). Rules: B14 (say what it is: wild bison organs + what it does), C15 (format reveals the source), C16 (a real bison).

Validated:

• "Wild Bison Organs. Never Farmed. Now In A Capsule." + "4 wild organs" / "Melts beer belly" (S9 try 2) — and try 1 "You Can't Farm This. You Can Only Find It." (sell version, Adrien: both great)
• "You can't feel a farmed blend. You can feel this." / "Real wild bison. Two capsules. And your belt notices by week 3." (S60, #19 "a beef liver pill")
• "This sh*t is wild" / "Introducing 4 wild bison organs in one jar. It's like a steak for breakfast, without the stove." (S67)
• "WARNING. Most organ supplements are USELESS. Only wild bison organs actually go after a stubborn beer belly." (S37 — category takedown fused with A1)
• "ONE BISON. FOUR ORGANS." (#35 B7 — billboard made of tagged organs)
• "WHAT CAME FROM THE BISON IS WHAT GOES IN THE JAR" (#37 B5 — rancher's board of tagged organs + living bison)
• "MEET YOUR CAPSULE. One wild bison. Liver, kidney, heart, testicle. Nothing else." (#34)
• "HURRY! WILD BISON IS SELLING OUT AGAIN." (#48)
• "WILD, NOT FARMED" button (S35) · "#1 WILD ORGAN FORMULA in the U.S." (S45)
• No-text wild bison portrait (#33, template had no text and no product)

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A4 — "I TESTED 3 ORGAN SUPPLEMENTS" / product system

Idea. Primal Edge's most duplicated ad (13 copies): an editorial test where only one works. Also the "complete system" framing (4 organs, 4 jobs).

Validated:

• "2026 INDEPENDENT TEST — 3 Organ Supplements. 1 Beer Belly. Here's The Truth." (#1, table copied)
• "4 WILD ORGANS. ONE COMPLETE SYSTEM." (S3, puzzle jar)
• "Your testosterone depends on 4 organs working together." (#28)
• "❌ Not beef liver. ❌ Not tongkat. ❌ Not a fat burner. ✅ 4 wild bison organs that fight belly fat at the hormone root." (#26 B4)
• "TWO CAPSULES. EVERYTHING HE NEEDS." (S71)
• "4 WILD ORGANS · 0 HERBS · 2 CAPSULES" callouts (S80)
• Bundle chooser "HOW MANY SHOULD YOU ACTUALLY BUY" (#49)

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A5 — ANTI-WASTE / anti-stack

Idea. "I spent $1,750", "12 supplements every morning and my gut never moved", "it's a food problem". Adrien: use sparingly; must name a clear rival and a clear problem (B5).

Validated:

• "THIS JAR IS PUTTING T-BOOSTERS OUT OF THE GAME" (#25 — "apply it everywhere")
• "It's all in here" + organ & nutrient labels (#32)
• "Replace 12 supplements with one wild jar." (#43)
• "From one tired dad to another… These wild bison organs help you sleep deep and drop the beer belly. No stimulants." (#72 B9 "amazing")
• "MY 12 SUPPLEMENTS DID NOTHING FOR MY GUT! / ONE JAR OF WILD BISON ORGANS." (#64, cat meme)
• "Your morning pill stack may be letting you down." ✗ (#8 B3 — routine not tied to the angle)

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Fusions that worked (A14)

• GLP-1 → "BEER BELLY AFTER 40 / AFTER 40 WITH WILDHORN" portraits framed waist-up (S2)
• Arcade "TESTOSTERONE STATS" + one extra row "900 BELLY FAT → 50 BELLY FAT" (S28)
• Libido "LOST THE DESIRE YOU USED TO HAVE?" → "LOST THE BODY YOU USED TO HAVE?" (S66)
• Sleep "From one tired parent to another" → sleep + beer belly (#72)
• Hangover Muppet → "BEER BELLY AFTER THE WEEKEND?" (S81)
• Chin-hair/zinc → beer belly/estrogen (S70)

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Angles and lines that FAILED — and why (never repeat)

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The Wildhorn angle registry (media-buying view) — /srv/wildhorn-ads/angles/index.html (v2, 30 Jul 2026)

Rule of the registry: one angle = one landing page = one story from hook to checkout; scale angle N°1 before opening the next. It lists 6 avatars/angles. Use it to label which avatar a static serves; for template cloning the priority above (beer belly first) still rules.

Reading rules from the registry: 1 avatar = 1 campaign; never two variants of the same hook in one ad set; the winning angle gets its own LP (Primal Edge / Primal Viking model). Batch 240 = 40 ads per angle across the 9 TEMPLATE WINNER concepts (https://wildhorn-ads.machineroom.app/batch240).

How it maps onto the static-ad rules:

• Angles 1 and 6 = our A1 + A2 (beer belly, man boobs). Default for every template (A14).
• Angle 2 (libido) = our "drive/sexual" — tie it to the beer belly when the template allows (A24: her desire tied to his belly). Its strong ROAS history is why sexual templates are kept sexual (A4, B10).
• Angles 3–5 (energy, edge, no-needles) appear in statics only as fused secondary benefits ("Steady all-day energy", "More drive", "Deeper sleep" — S19, S29) or when a template carries them — then FUSE with the beer belly (A14: S81 hangover → "Beer belly after the weekend?").
• Old registry numbers differ from today's facts: early Meta ads said "Trusted by 20,000+ Men" (Aug 2026 launch); today's proof is 50,000+ men — use 50,000+.

Other angle sources checked

• kit/research.md (Primal Edge study) — sections 4–6 are the origin of A1–A5, the headline bank and the video hooks quoted above.
• kit/angle-01.md — the locked angle N°1 (same content as registry row 1).
• kit/creatives.jsonl — the batch-01 log (concept · angle · headline · json · image) used to avoid duplicates; append every new validated ad.
• PRODUCT.md — offer, allowed proof, bans (see brand.md for its two traps: Autoship and "hommes 40+").
• /root/claude-vault/knowledge/brand/wildhorn/{ANGLES,AVATAR,MECHANISMS}.md — EMPTY templates; do not rely on them.
• https://intel.machineroom.app/en/primaledge — Primal Edge ad library classified by angle and mechanism.
• For decoding a new competitor ad's angle/mechanism, use this skill's 1-understand/ folder (1-understand/ad-dna.md, 1-understand/avatar-angle-system.md, 1-understand/competitor-case-studies.md).