Wildhorn — brand bible for static ads

Sources: /root/workspace/wh-remix/PRODUCT.md (= kit/product.md), kit/angle-01.md, kit/research.md, the live landing /srv/wildhorn-lp/product-v6-monument.html, the compliance audit (memory wildhorn-lp-compliance), /srv/blueprint/example.html, and every validated spec. Where sources disagree, the rule that Adrien enforced in a review wins (noted inline).

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1. Product facts (use exactly)

Label text (the jar must show exactly this — never redesign, relabel or re-letter)

[horn logo] WILDHORN
WILD AMERICAN BISON
[brown bison illustration]
Untamed Bison Nutrition        (script line)
NATURAL TESTOSTERONE SUPPORT*  (black band)
30 CAPSULES

Prompt lock (paste verbatim, used by srun.py):

IMAGE 1 = product reference: the WILDHORN Wild American Bison capsule jar. Reproduce it exactly as in Image 1: amber glass jar, matte black lid, cream label with the WILDHORN wordmark and horn logo, WILD AMERICAN BISON, the bison illustration, Untamed Bison Nutrition, black band NATURAL TESTOSTERONE SUPPORT* / 30 CAPSULES. Real proportions, real 3D object with contact shadow and the scene's light.

Product assets

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2. The offer on ads (LOCKED by Adrien 01/10)

• $49.95 with $100 crossed out ("SPECIAL DEAL", "THIS WEEK ONLY" when the template has a deal block).
• Buy 1 Get 1 FREE (badge "BUY 1 / GET 1 / FREE"; "Get Buy 1 Get 1 Free").
• 60-day money-back guarantee (on the first order). Ad phrasing: "60-DAY MONEY-BACK GUARANTEE", "Flatter belly or your money back", "MAN BOOBS GONE OR YOUR MONEY BACK", "MELT 27 LBS OR MONEY BACK" (S41, template's own structure).
• "50% OFF FOR LIFE" is acceptable (the template's own words, #51 B7) — never "Autoship", "subscription", "subscribe & save" (B7, Loom 6).
• Never invent gifts, free shipping, bonuses or stats the template had for its own product (S55: their "30% more likely" stat dropped; #46 their gifts dropped).
• Price test: Kaching tests $49.95 vs $59.95 on site; ads stay $49.95.

⚠️ Inconsistency in the kit: PRODUCT.md lists "Autoship -50%" inside the locked offer. That's the SITE offer. In ads it is banned (B7). The kit also says "Cible : hommes 40+" — that's targeting, never copy (B2).

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3. Mechanism (simple words only)

• Core: after 40 the body turns its own testosterone into estrogen; estrogen tells the body to store fat on the belly and chest → beer belly + man boobs. It's a loop. Diets and the gym fight the wrong enemy.
• Reframes that won: "It's not beer. It's estrogen." (S52) · "The beer belly is not the problem. The estrogen driving it is." (#21/S70) · "You're not fat. Your belly is estrogen." (#23) · "A stubborn gut isn't a discipline problem." (#20/S33) · "Your beer belly started after 40." (S49)
• The 4 jobs (landing/research, use sparingly in ads, never with jargon):
  • Kidney = keeps testosterone from converting (zinc, selenium)
  • Liver = fuels production (vitamin A, B12, iron)
  • Heart = burns the stored fat (CoQ10, carnitine)
  • Testicle = raw building blocks
  • Ad version that passed: "BISON HEART burns the stored fat · BISON LIVER clears excess estrogen · BISON KIDNEY stops fat storage · BISON TESTICLE feeds your testosterone" (S3).
• Secondary (landing): cortisol. Use only if the template is a cortisol/stress template — and fuse with the beer belly.
• Banned in copy: "conversion", "aromatase", "blocks the T→estrogen conversion" (B4). Say "estrogen", "your hormones", "the hormone behind your beer belly".

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4. Avatar

• American man 45–60 (research 45–65), greying (short greying hair, light grey stubble), married, blue-collar/Americana, beer drinker.
• Visible problem: beer belly (default), man boobs / puffy chest, love handles.
• Has tried: gym, keto, fasting, fat burners, T-boosters, tongkat, shilajit, zinc, beef liver pills; spent $1,000–2,000.
• How he hides (B8): sucks it in (for photos, at the mirror), baggy shirts, keeps his shirt on at the pool, endless diets, never tucks his shirt in. NOT compression shirts.
• Proof he wants to SEE (B9): old jeans fit again, shirt tucked in, belt buckle visible, seeing his feet on the scale, jeans button closes, wife grabs his waist again, "she notices first".
• Deepest pains (B10): bedroom lights off because of his belly, his wife stopped initiating, kids he can't keep up with, the pool, photos.
• His pleasures to concede (B11): beer, weekends, game day, pizza.
• His rivals (B17): fat burners (jittery, rebound), T-boosters, GLP-1 shots/Ozempic, beef liver pills, "the 12-pill stack", salads/diets.
• Women in ads = his partner (often the voice in sexual templates: "She calls it heaven", "I lost my voice", "Make her eat the sheets"). In a customer-review format she signs with a first name + initial (B12).
• Never: "men over 40" as a label in copy (B2), young models (A11), real celebrities/athletes/doctors (S31, S35 replaced the champion with our avatar).

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5. Compliance & banned words

Linted (lint.py blocks the spec):

• autoship, auto-ship, subscription (B7)
• conversion, aromatase (B4)
• compression shirt (B8)
• competitor names: reindeer, primal, viking, mars men (also never Primal Edge, Primal Queen, Ryze, Zapply, Everly, Resilia… in copy)
• men over 40" (age instead of problem, B2)
• fake named testimonial "… — Firstname X." (B12) — unless the template itself is a signed review
• standalone WILDHORN wordmark line (D8)
• emoji inside composited text (D9)

Not linted but banned (PRODUCT.md / reviews):

• fake testimonials presented as real; quantified testosterone claims ("+60% T"); doctors or celebrities; before/after bodies presented as real customers.
• invented deadlines (B6), invented stats (S55), invented gifts.
• "belly" alone on beer-belly ads (say beer belly, B2/A24).
• generic capsule visuals, raw/bloody/veiny/brown organs (C2).
• "farmed reindeer" (identifies Primal Viking — c0245 fix: "Not farmed organs").

Allowed disclaimers ONLY when the template has the slot: "Results may vary", "Individual results may vary", "RESULTS ARE NOT GUARANTEED AND MAY VARY BY INDIVIDUAL.", "These statements have not been evaluated by the FDA."

Platform reality (OpenAI moderation): bare or soft male chest close-ups are blocked → man-boobs visuals go through a tight t-shirt, thermal render, X-ray, or Seedream scene + composite (D1/D5).

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6. Brand marks outside the label

• D8: any standalone brand mark outside the jar label = the horn icon only (two curved horns), NO letters. GPT misspells the small wordmark (WIILDHORN, WILLDHORN).
• If a template has a large brand slot that must carry letters, render it by script (composite.py) — never let the image model write it.
• Brand name in headlines is fine when the template has its brand there ("Try WILDHORN", "BEFORE WILDHORN / AFTER WILDHORN", "I use Wildhorn.", "INSERT WILDHORN.").
• Sign-off lines seen in validated ads: "trywildhorn.com", "WILDHORN | THE POWER OF WILD BISON ORGANS", "wildhorn. t up or shut up." (S4 — the label literally says Natural Testosterone Support).

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7. Visual identity used across ads

• Brand accent: orange #E0662C (Mars-Men-like accent kept on S2, used for highlight boxes, e.g. #21 "THE ESTROGEN" box). Cream #F2E6D0 for type on dark/painted scenes. Landing palette "bone": background #0F0C0A, bone #E8DCC4, gold #C9A04A (gallery pages use #0F0C0A + #E0662C).
• Composite fonts by template feel: Anton (condensed poster/price), Montserrat 500–800 (body, headlines), Oswald 700 (condensed caps), Fredoka (rounded/fun).
• The jar is always a real 3D object with contact shadow in the scene's light (C10); proportions locked (C6); never covering the hero visual.
• Organs: the reference visual = transparent capsule packed with small whole organ silhouettes (E3, #70 B7); hero organs = fresh, deep red, clean, appetizing, recognizable heart/liver/kidney/testicle, no veins (C2); a living proud bison (C14, C16).
• Our man: late 40s–50s, greying, lean "after", beer-belly "before".

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8. Proven proof lines and claims (copy bank, all validated)

• "Trusted by 50,000+ men" · "Join 50,000+ Happy Customers ★★★★★" · "★★★★★ 4.8 stars from 50,000+ men" · "50,000+ MEN · 4.8 STARS"
• "93% saw their beer belly shrink" + "Based on a 12-week customer survey"
• "4 wild bison organs" · "Zero herbs, zero fillers" · "No stimulants" · "2 capsules. 4 wild organs." · "4 WILD ORGANS / 0 HERBS / 2 CAPSULES A day"
• "Wild, not farmed" · "Never farmed" · "10,000 years wild" · "Real wild bison. Two capsules."
• "60-day money-back guarantee" · "Flatter belly or your money back"
• Timelines (ONLY when the template has one, B6): "Week 1 less bloat, sleeping deeper · Week 2 shirts feel looser · Week 3 belt down a notch · Week 4 shirt tucked in" · "Month one: the bloat starts fading / Month two: belt down a notch / Month three: shirt tucked in again" · "And your belt notices by week 3."

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9. Competitive context (for decoding templates)

• Primal Edge Bison — same product, same 4 organs, $49.95/month, "flat gut or your money back". Their king angle: beer belly = estrogen; most duplicated ad "I Tested 3 Organ Supplements For My Beer Belly" (13 copies). 45/46 active ads are statics. Research: kit/research.md, https://intel.machineroom.app/en/primaledge.
• Primal Viking (farmed reindeer organs), Mars Men (testosterone tubes, illustrated posters), Primal Queen (women's organ supplement — organ rendering Adrien loves), Ryze (mushroom coffee — doll/clay/curtain formats), Zapply, Everly, Spicy Cubes / Sugar Splash (sexual-wellness gummies — innuendo templates), Cowboy Colostrum (powder ritual), Resilia (parasite cleanse — shock imagery).
• When a template comes from a same-buyer brand (Primal Viking, Mars Men, Primal Edge), its angle usually IS ours → A6 copy.