Brand Tone

Aspirational & Results-Oriented, Direct & Bold, Masculine-Leaning (though not exclusively), Problem/Solution Focused

Brand Values

• •Confidence & Self-Esteem
• •Aesthetic Improvement & Physical Attractiveness
• •Effectiveness & Results
• •Health-Conscious (to an extent)
• •Innovation (self-proclaimed)

Best Practices

• •Focus on Transformation and Aspiration: Always tie the product's features (hardness, resistance) back to the ultimate aspirational benefits (confidence, attractiveness, a "chiselled" look). Use empowering language.
• •Maintain a Direct and Bold Voice: Use strong verbs, make clear claims (while being mindful of regulations), and avoid overly passive or hesitant language. The tone should exude conviction in the product's efficacy.
• •Use Benefit-Driven Headlines: Ensure that all primary messaging immediately communicates "what's in it for me" to the target audience. Lead with the desired outcome.
• •Incorporate "Proof" and Urgency (where appropriate): Mentioning "visible results in 30 days" or "10x harder" creates a sense of efficacy and encourages trial. Before & after imagery (if ethically sourced and representative) aligns with this.
• •Ensure Consistency Across All Touchpoints: Whether it's website copy, product packaging, potential social media, or customer service interactions, the aspirational, direct, and results-oriented tone should be uniform to build a cohesive brand identity.

Social Perception

Emerging Trend Appeal, Mixed Efficacy Beliefs, Curiosity & Novelty, Potential Health Concerns (from experts), Value Proposition Questions

Copy Examples

• •Headline: UNLOCK YOUR MOST CONFIDENT LOOK. CHISEL IT WITH JAWGUMS. Body: Stop wishing for a stronger jawline. Start chewing for one. JAWGUMS® is the revolutionary gum engineered for results. Feel the difference. See the definition.
• •Headline: JAWGUMS®: THE FACE OF STRENGTH. YOURS. Body: It’s not just gum. It’s a workout. 10x harder for a 10x sharper you. Define your look. Elevate your confidence. Chew JAWGUMS®.
• •Headline: DON’T HIDE YOUR PROFILE. DEFINE IT. Body: Tired of a soft jawline? JAWGUMS® delivers the resistance you need to sculpt a powerful, attractive profile. Sugar-free, vegan, and built for impact. Visible results in 30 days.
• •Headline: THE SECRET TO A CHISELLED JAWLINE ISN'T A SECRET ANYMORE. IT'S JAWGUMS®. Body: Join thousands building their best look from the jaw up. Our specially formulated gum targets your masseter muscles for that sharp, defined appearance. Ready for your transformation?
• •Headline: LEVEL UP YOUR LOOK. JAWGUMS® - CHEW YOUR WAY TO PEAK CONFIDENCE. Body: Why settle? JAWGUMS® offers beginner to advanced resistance to progressively sculpt your ideal jawline. It’s more than a habit, it’s your new edge.