Brand Tone

Friendly, Encouraging, Positive, Health-conscious, Relatable, Playful (especially on TikTok), Innovative, Trustworthy.

Brand Values

• •Health & Wellness
• •Taste & Quality
• •Innovation
• •Accessibility & Convenience
• •Transparency
• •Customer-centricity
• •Inclusivity

Best Practices

• •Embrace "Guilt-Free Joy": Always frame indulgence as a positive, enjoyable experience, not a "cheat." Use words like "savor," "enjoy," "delight," and "pleasure" combined with "guilt-free," "smart," or "healthy."
• •Keep it Relatable and Human: Share the "why" behind the brand – the desire for delicious, healthier options. Use "we" and "you" to create a direct, friendly conversation. Avoid overly technical jargon; explain benefits in simple, everyday terms.
• •Highlight the "Good Stuff": Focus on the positives – low calories, low sugar, high protein, quality ingredients, and amazing taste. Instead of saying "no bad stuff," emphasize the "all good stuff."
• •Be Encouraging, Not Preachy: Motivate customers to make choices that make them feel good, rather than making them feel bad about other choices. The tone should be supportive and understanding of the desire for treats.
• •Stay Upbeat and Positive: Use optimistic language and a generally cheerful tone. Even when discussing health aspects, frame them as enabling more enjoyment and well-being. This aligns with the vibrant visuals often used on social media.

Social Perception

Customers generally perceive Calli as a great-tasting, healthier alternative to traditional ice cream. It's seen as a smart choice for those mindful of their diet, with a good flavor variety, trustworthiness, and recognized as a significant player in the market for healthy ice creams.

Copy Examples

• •Headline: Indulge Freely. Live Fully. That's the Calli way. Body: Craving that creamy, dreamy ice cream experience without the calorie countdown? Dive into a pint of Calli. We craft our delicious ice cream to be low in calories and sugar, but sky-high in flavor. Go on, treat yourself!
• •Social Media Post (Image: Someone happily eating Calli ice cream): Caption: Netflix ✔️ Comfy PJs ✔️ A pint of Calli's [Flavor Name] ✔️ = Perfect night in! Who needs guilt when you've got ice cream this good AND good for you? #CalliIceCream #GuiltFreePleasure #HealthyIndulgence #[FlavorName]Love
• •Product Description (e.g., for a new protein-rich flavor): Title: Power Up Your Treat: Introducing [New Flavor Name]! Body: Meet your new favorite way to refuel and reward yourself. Our [New Flavor Name] isn't just incredibly delicious; it's packed with protein to keep you going. Low calorie, big taste, and all the goodness you expect from Calli. Taste the power of smart indulgence!
• •Website Banner Text: Real ingredients. Unreal taste. Seriously low calories. Discover Calli – Ice cream reimagined for your well-being.
• •Short Ad Copy: Don't choose between happy and healthy. With Calli Ice Cream, you get both in every spoonful. Deliciously light, delightfully you. Find your favorite flavor today!