Brand Tone

Nostalgic, magical, playful, celebratory, and engaging, with direct references to Hocus Pocus, casual and enthusiastic, appealing to fans of Halloween and pop culture.

Brand Values

• •Authenticity and Fandom Celebration
• •Quality and Craftsmanship
• •Creating a Magical Experience
• •Community and Connection

Best Practices

• •Immerse in the Lore: Continue to use quotes, character names, and inside jokes from Hocus Pocus. This is the core of the brand's connection with its audience. Every piece of copy should feel like it could be spoken by a fan of the movie.
• •Balance Magic with Quality: While the tone is playful and magical, always ground the product descriptions in their quality features (e.g., soy wax, phthalate-free, long burn time). This builds trust and justifies the purchase beyond the novelty.
• •Embrace the Spooky Season, Year-Round: While Halloween is the peak season, maintain a spooky and whimsical tone throughout the year. Position the products as collectibles for film lovers, not just seasonal decorations.
• •Engage with the Fan Community: Use social media to ask questions related to the movie, run polls about favorite characters or scenes, and share user-generated content. This reinforces the sense of community and keeps the brand relevant.
• •Be Playfully Mysterious: Use a slightly secretive and magical tone in your marketing. Phrases like "A secret for you..." or "The legend is true..." can add to the mystique and fun of the brand, making customers feel like they are part of something special.

Social Perception

Mainly positive, particularly among Hocus Pocus fans, who value the novelty and memorabilia aspect. Perceived as a fun, niche brand that effectively embodies the spirit of the film, despite some varied opinions on scent and playful notes about the candle's flame color.

Copy Examples

• •It ’s just a bunch of hocus pocus... until you light the candle. Summon the sisters and get ready for a magical night. Our officially licensed Black Flame Candle is waiting for a virgin to light it this Halloween. Are you brave enough? #BlackFlameCandle #HocusPocus #SandersonSisters #HalloweenDecor #ItsJustABunchOfHocusPocus
• •Wear the legend. Our 'Black Flame Candle Co.' tee is for those who know that one little flame can cause a whole lot of trouble. Made from 100% combed cotton, it ’s softer than a witch's whisper and perfect for a night of running amok, amok, amok! #HocusPocusMerch #AmokAmokAmok #HalloweenStyle
• •Look what you did! You lit the Black Flame Candle...And now the magic is here! Our new collection of Hocus Pocus inspired decor has arrived, just in time for the spooky season. Don't be a trollop, check out what's new before it turns to dust at sunrise!
• •Caution: Lighting May Result in Witchcraft. The original, officially licensed Black Flame Candle. The ultimate piece for any Hocus Pocus fan's collection. Order yours and let the magic begin.
• •Tired of boring home decor? We smell... children! Just kidding. But we do have the perfect centerpiece for your Halloween setup. The Black Flame Candle is back in stock. Get yours before a witchy trio snatches them all up!