Just because you’re fishing with hooks doesn’t mean you can’t also cast a wide net. Make every viewer part of your in-group. Unless you’re on an IV of the stuff, coffee makes you crash. So yes, MUD\WTR is speaking directly to everyone. Additional snaps for not wasting any time. The hook only takes up 3 seconds before the creator takes over. Plus the creator is as relatable as the hook, so the explainers and USPs come off more conversational than sales-y.
10/10 — makes us want to drink some mud.