Brand Tone

Energetic, bold, trendy, hype-driven, exclusive (Initial Launch). Focused on product quality, improved taste experience, and natural flavors (Relaunch - Implied).

Brand Values

• •Connection to Creator: Deeply intertwined with Travis Scott's personal brand, vision, and creative input.
• •Premium/Unique Ingredients: Use of 100% premium blue agave from Mexico.
• •Higher Energy/Boldness: Positioned for higher energy occasions with a higher ABV (7%) compared to competitors.
• •Innovation/Trendsetting: Aiming to offer something new and next in culture, appealing to a desire for novelty.
• •Relaunch Focus (Implied): Quality improvement and delivering a superior taste experience.

Best Practices

• •Define and Document Your Voice: Clearly outline the brand's personality traits (e.g., bold, refined, authentic, energetic, innovative). Create a style guide that includes dos and don'ts.
• •Understand Your Audience: Tailor the language, references, and humor (if any) to resonate with the target demographic (initially younger, multicultural, Travis Scott fans; potentially broadening with a relaunch focused on seltzer enthusiasts).
• •Highlight Unique Selling Propositions (USPs) Consistently: Continuously weave in key brand differentiators, such as the use of agave, unique flavor profiles (original or new), and the connection to a creative vision, adapting as the brand evolves.
• •Maintain Visual and Verbal Synergy: Ensure the copywriting tone aligns with the brand's visual identity (e.g., the vibrant, graffiti-inspired art of the original launch, or any new aesthetic).
• •Monitor and Adapt: Pay attention to how the audience perceives the brand through social listening and review analysis. Be prepared to refine the tone if it's not resonating or if the brand undergoes significant changes (like a relaunch with a new focus).

Social Perception

Initially highly anticipated and hyped due to Travis Scott's involvement. Negatively impacted by association with the Astroworld tragedy. Relaunch perception aims for positive reception to improved flavors and a better taste profile.

Copy Examples

• •Headline: Beyond the Hype. Discover the New CACTI. Body: We've refined and redefined the refreshment. Experience the bold, natural taste of agave seltzer, crafted for a new wave. #CactiReimagined
• •Headline: Taste the Evolution. CACTI 2.0 is Here. Body: Crafted with 100% blue agave and bursting with [New Flavor Name e.g., Tropical Twist], our new seltzers offer a smoother, more vibrant sip. Elevate your chill. #DrinkCacti #NextLevelSeltzer
• •Headline: Not Just Different. Better. Body: CACTI returns with a focus on what matters: incredible taste. Forget what you thought you knew about agave seltzer. The revolution is in the can. #CactiUpgrade
• •Headline: Your Seltzer Ritual, Evolved. Body: Introducing the new CACTI. Crisp, complex, and undeniably refreshing. Made with natural flavors for a taste that’s as real as it gets. Find your new favorite. #RealFlavor #CactiSeltzer
• •Headline: The Wait is Over. The Vibe is Reborn. Body: CACTI is back and bolder than ever. Experience the unique fusion of agave spirit and vibrant fruit flavors, now perfected. #CactiIsBack #OutOfThisWorldTaste