Brand Tone

Healthy & Conscious, Sophisticated & Premium, Friendly & Approachable, Australian & Proud, Refreshing & Vibrant, Positive & Upbeat

Brand Values

• •Health & Wellness
• •Natural Quality
• •Authenticity & Transparency
• •Australian Made
• •Enjoyment & Celebration
• •Innovation

Best Practices

• •Always Emphasize "Natural" and "Low Sugar": These are core differentiators and should be woven into most communications, whether overtly stated or strongly implied.
• •Use Positive and Uplifting Language: Focus on enjoyment, refreshment, and the positive feelings associated with making a healthier choice. Words like "vibrant," "delicious," "crafted," "pure," "refreshing" align well.
• •Highlight Australian Roots: Whenever relevant, mention "Australian Made," "Australian Owned," or specific Australian ingredients. This builds trust and local appeal.
• •Speak to Sophistication (Without Being Elitist): The copy should feel premium and appeal to a discerning customer, but remain accessible and friendly. It’s about quality and thoughtful crafting.
• •Maintain an Engaging and Slightly Informal Voice: Especially on social media, use a conversational tone. Ask questions, encourage interaction, and use emojis where appropriate to maintain vibrancy, but always ensure the core message of quality and health is present.

Social Perception

A Go-To for Healthy Drinkers, Premium Quality, Refreshing & Flavourful, Good for Mixers, Support for Australian Business, A Guilt-Free Indulgence

Copy Examples

• •Headline: Sip Smarter, Not Sweeter. Body: Craving a delicious escape without the sugar rush? Caroline's Drinks offers all-natural refreshment, crafted with premium Australian ingredients. Taste the difference. #LiveNaturally #LowSugarLove
• •Headline: Your Weekend Deserves This. Body: Elevate your gatherings with Caroline's. Our vibrant, ultra-low sugar mixers and sodas are perfect for crafting sophisticated cocktails or enjoying straight from the bottle. Cheers to pure enjoyment! #CarolinesDrinks #AustralianMade #PerfectPour
• •Headline: Real Ingredients. Real Flavour. Really Low Sugar. Body: Tired of artificial aftertastes and hidden sugars? At Caroline's, we believe in transparency and taste. Discover our range of naturally delicious drinks that are as good for you as they are to sip. #NaturallyBetter #CraftDrinks
• •Headline: From Aussie Botanicals to Your Bottle. Body: We're passionate about capturing the essence of Australia in every Caroline's Drink. Experience unique, refreshing flavours crafted with love, care, and the finest local ingredients. It's a taste of home, naturally. #SupportLocalAus #NativeFlavours
• •Headline: Guilt-Free Fizz is Here. Body: Say goodbye to sugary compromises and hello to vibrant, flavourful refreshment! Caroline's Drinks are your perfect partner for every occasion – all the bubbles, all the taste, ultra-low sugar. What's not to love? #HealthyHydration #FeelGoodDrinks