Brand Tone

Adventurous & Aspirational, Practical & Benefit-Oriented, Enthusiastic & Passionate, Community-Focused, Reliable & Trustworthy, Authentically Kiwi

Brand Values

• •Versatility
• •Portability & Freedom
• •Quality & Durability
• •Innovation & Design
• •Outdoor Lifestyle Enhancement
• •Community
• •Sustainability/Responsibility

Best Practices

• •Embrace the Kiwi Vernacular (Authentically): Incorporate local slang and phrases naturally where appropriate (e.g., "mean feed," "bach," "whānau," "kai"). This resonates with the NZ audience and reinforces the local identity.
• •Show, Don't Just Tell, the Adventure: Use vivid imagery and storytelling that places the COBB in iconic NZ outdoor scenarios – fishing, camping, boating, beach days. Highlight the experience it enables, not just the product features.
• •Focus on Versatility and Freedom: Consistently emphasize the "cook anything, anywhere" capability. Showcase a variety of meals beyond standard BBQ fare to underscore its multi-functionality.
• •Highlight User Experiences & Community: Leverage user-generated content, testimonials, and stories. Encourage sharing within the COBB community (like the Facebook group) to build social proof and a sense of belonging.
• •Maintain a Balance of Aspirational and Practical: Inspire adventure and lifestyle goals, but always ground it in the practical benefits of ease of use, portability, durability, and safety. Ensure the aspirational messages feel achievable with the COBB.

Social Perception

Highly Positive, Innovative Solution, Enabler of Adventures, Good Investment, Fun and Easy to Use

Copy Examples

• •Headline: Your Next NZ Adventure Just Got Tastier. Body: From the Coromandel coast to the Fiordland bush, the COBB Grill is your go-anywhere kitchen. Grill, roast, smoke, or bake a masterpiece wherever your Kiwi spirit takes you. Compact, tough, and ready for anything. #CobbAdventureNZ
• •Headline: More Than a BBQ. It's the Heart of Your Kiwi Outdoors. Body: Why settle for just snags? With COBB, you’re packing an oven, smoker, and fryer all in one. Effortless gourmet meals, from boat to beach. That's the COBB difference. #CobbCooksAnything
• •Headline: "Mean Feeds" Made Easy. Anywhere in Aotearoa. Body: Don't let remote spots mean boring food. The COBB fires up fast for delicious, fuss-free meals. Tough enough for any Kiwi mission, because good kai and great adventures go hand in hand. #CobbNZOutdoor
• •Headline: Join the COBB Life: Share Your Kai, Share Your Adventures. Body: Thousands of Kiwis are already cooking up a storm with their COBBs! Show us your best COBB creations and secret spots. Join our COBB Cooking NZ Facebook Group! #CobbCommunityNZ
• •Headline: Built Tough for NZ Wilds. Safe for the Whole Whānau. Body: Crafted from premium stainless steel with a cool-to-touch base, the COBB Grill is designed for Kiwi adventures, big or small. Portable, durable, and safe – so you can focus on making memories. #CobbSafeAdventure