It ships
RUSH removes the local-only ceiling of fresh kava.
Lumanai × Meta paid acquisition
RUSH is ready
for a real test.
A $49 instant kava product. Up to 30 servings. Three-second prep. And clear evidence that customers already buy this category through Meta ads.
3-second prepUp to 30 servings$49Entry price
$1.63Per serving
50Tracked competitor ads
90 daysTo validate
The idea
Lumanai already solved the hard part.
RUSH turns a local kava experience into a product that can be shipped nationally, demonstrated instantly, and purchased repeatedly. The next question is simple: can Meta acquire those customers profitably?
It is easy
One three-second demonstration explains the product.
It repeats
Customers use it, run out, and have a reason to reorder.
The positioning
Premium kava for people who would never prepare kava.
Why the test makes sense
The category has already created the proof.
Premium instant kava is selling around and above RUSH’s price. More importantly, an alcohol-alternative competitor is visibly using Meta as a customer-acquisition channel.
Kava Haven
The clearest acquisition signal
50tracked Meta ads
66.7Kestimated monthly visits
$17founder-reported validation CAC
The founder has publicly described validating demand with Meta at roughly a $17 CAC before the brand went on to sell 60,000+ bottles. Traffic and ad counts are third-party estimates.
View the competitor signalPrice context
Lumanai RUSHup to 30 servings$49
Kavahana22-cup bag$59.99
Designer Kava40–50 doses$64
Kava Haven750ml spirit$53
The customer
Sell the moment before the ingredient.
The first Meta customer should not be a kava expert. It should be the person looking for a different evening or social ritual who needs the product to feel immediately understandable.
Primary audience
The alcohol-curious non-kava expert.
- Wants the ritual, not the hangover
- Needs a clear reason to believe
- Will not tolerate complicated preparation
Three launch concepts
The first ads should be this simple.
What do you drink when you’re not drinking?
Start with the 5 PM decision—not a lesson about kava.
Real kava.
Three seconds.
Done.
Bag → teaspoon → water → shake.
$1.63
per ritual.
Up to 30 servings in one $49 bag.
The simple funnel
Meta ad
Earn attention with the moment
RUSH page
Demonstrate three-second prep
First order
Sell one bag, then test two
Reorder
Educate, replenish, subscribe
Creative rule: lead with ritual, convenience, and product quality. Avoid clinical promises and claims about the viewer’s health.
ROAS calculator
See what the first month could look like.
Choose a purchase CAC. The model uses a $49 first order and $3,000 in monthly ad spend. It is a scenario tool—not a forecast.
Choose a purchase CAC
Viable
The $5 case is the upside target. The test is still interesting at higher CACs if margins and repeat purchase support it.
200Purchases
$9,800Gross first-order revenue
3.27×First-order ROAS
$3,000Ad spend
One number must be confirmed before launch: allowable CAC.
AOV − product cost − shipping − fulfillment − fees − discounts. The calculator excludes those costs, returns, taxes, and repeat revenue.
The 90-day plan
Validate. Optimize. Scale.
Each month earns the right to enter the next. The goal is not to spend quickly. It is to build a system that can become more efficient and more valuable over time.
Month 101
Validate
Prove that one message and one landing-page path can turn cold traffic into purchases.
- Launch 8–12 creative assets
- Start near $100/day
- Find a repeatable purchase signal
Month 202
Optimize
Improve the best creative, offer, and page instead of spreading spend across weak ideas.
- Refresh winning hooks
- Test a two-bag offer
- Build post-purchase retention
Month 303
Scale
Increase volume carefully while CAC, conversion rate, and contribution margin remain healthy.
- Raise budgets in controlled steps
- Expand winning concepts
- Track 60/90-day value
The recommendation
Run the test.
Let the market answer.
One product. Three clear messages. One dedicated purchase path. Thirty days to find the signal.
Text me “I’m in”