Brand Tone

Inclusive and Welcoming, Supportive and Understanding, Positive and Celebratory, Informative and Passionate, Community-Focused

Brand Values

• •Inclusivity
• •Quality and Variety
• •Wellness and Mindful Consumption
• •Community
• •Customer Experience
• •Normalization of Sobriety/Mindful Drinking

Best Practices

• •Emphasize Inclusivity: Always use language that welcomes everyone, from the fully sober to the sober-curious, and those choosing NA options for any reason. Avoid judgmental or exclusionary terms.
• •Focus on the Positive: Highlight the benefits and joys of non-alcoholic options – the great taste, new experiences, health benefits, and the ability to fully participate in social events without negative consequences.
• •Be Authentic and Passionate: Let the genuine enthusiasm for the products and the lifestyle shine through. Share personal stories (like the founders') where appropriate and connect with customers on a human level.
• •Educate and Inform: Provide helpful information about the products, how they are made (if relevant), taste profiles, and ways to enjoy them. This positions the brand as a knowledgeable and trusted resource in the NA space.
• •Maintain a Friendly and Approachable Voice: Whether it's a social media post, email, or website copy, keep the tone conversational, warm, and inviting. Encourage interaction and make customers feel like part of a supportive community.

Social Perception

Positive and Needed Resource, Supportive of Healthy Lifestyles, Community-Oriented, High Quality Provider

Copy Examples

• •Headline (Website/Social Media): Raise Your Glass, Keep Your Clarity. Discover Canada's Best Non-Alcoholic Sips at Sober Sips.
• •Product Description Snippet: Love a good G&T but not the aftermath? Our [Brand Name] Non-Alcoholic Gin offers all the botanical bliss without the buzz. Perfect for your evening wind-down or next get-together. #SoberSips #MindfulDrinking #HangoverFree
• •Instagram Caption (Lifestyle Image): Weekend vibes just got an upgrade! ✨ Enjoying every moment, clear-headed and full of flavour with our latest collection of zero-proof delights. Who says you need alcohol to have all the fun? 😉 #SoberCurious #SoberSipsCanada #BarrieEvents #NonAlcoholic
• •Email Subject Line: Don't Miss Out: New Arrivals + Your Exclusive Invite to Our NA Cocktail Class!
• •Facebook Ad Copy: Tired of the same old drink options? Sober Sips in Barrie & online across Canada brings you a world of exciting, flavourful non-alcoholic beers, wines, and spirits. Join the party, your way! Shop now and discover your new favourite. [Link] #CheersToChoice #SoberLifestyle #SupportLocalBarrie