Brand Tone

Energetic, aspirational, and health-conscious. Communication is direct, using punchy and motivational language. The style is modern and clean, aiming to be both a lifestyle product and a functional tool, creating a relatable and benefit-driven feeling of empowerment for high-performers.

Brand Values

• •Health and Cleanliness
• •Performance and Efficacy
• •Duality and Balance
• •Community and Authenticity

Best Practices

• •Emphasize the "Zero": Always highlight the "Zero Sugar, Zero Calories, Zero Artificial Dyes" benefit. This is a primary differentiator and a core value that resonates with health-conscious consumers.
• •Use "Benefit-Driven" Language: Instead of just listing ingredients, focus on what they do for the customer. Use phrases like "Weekday B12 Boost" and "Weekend Immunity Support" to make the benefits clear and memorable.
• •Maintain the Energetic & Aspirational Tone: Use strong, active verbs and confident, punchy phrasing ("crush your goals," "own the night," "secret weapon"). This aligns with the high-performance image of the brand.
• •Speak to the "Work Hard, Play Hard" Duality: Consistently frame the product as a solution for both productivity and social life. This broadens the appeal and integrates the brand into the user's entire lifestyle.
• •Incorporate Social Proof: Regularly feature customer testimonials and user-generated content in marketing materials. Phrases like "game-changer" and positive taste reviews are powerful tools to build trust and validate the brand's claims.

Social Perception

The social perception of 2Thirty is overwhelmingly positive, with customers praising its clean ingredients and lack of sugar. It's seen as effective for hydration and energy, with superior taste, and versatile for various uses. Customers feel a positive connection with the brand, and TikTok presence is growing through engaging and humorous content.

Copy Examples

• •Headline: Hit Your Deadline, Not the Wall. Body: That 3 PM slump is officially cancelled. Power through your workday with the clean B12 boost you need for ultimate focus. Zero sugar, zero crash, all results. #2Thirty #SmarterEnergy #FocusFuel #Productivity
• •On-screen text: Weekday Grind vs. Weekend Vibe Voiceover/Caption: Your all-in-one hydration for whatever life throws at you. From crushing your workout to owning the night. 2Thirty keeps you ready. #DayAndNight #WorkHardPlayHarder #Hydration
• •Headline: The Art of the Pre-Cover. Sub-headline: Fuel your day, recover your night. Our 5-in-1 Hydration+ Mixer is packed with electrolytes, B12, and aminos for peak performance and smart recovery. Button: Shop Now
• •Body: Tired of sugary sports drinks that undo your hard work? 2Thirty delivers total hydration and recovery with 0 calories, 0 sugar, and 0 artificial dyes. Just clean, functional ingredients to help you feel and perform your best. Taste the difference. Headline: Clean Hydration for Real Results. Call to Action: Learn More
• •Subject: Your Weekend Upgrade Has Arrived Body: Hey [Name], planning a fun weekend? Don't let a bad morning ruin it. Mix 2Thirty with your favorite cocktail or drink it straight to give your body the immunity support it needs. Wake up feeling refreshed and ready to go. Call to Action: Pre-Cover Your Weekend