Brand Tone

Friendly and Approachable, Helpful and Informative, Culturally Connected and Authentic, Vibrant and Engaging, Community-Oriented

Brand Values

• •Authenticity: Providing genuine Filipino and Asian products, bringing a "taste of home" to customers.
• •Quality: Offering high-quality goods and ensuring customer satisfaction.
• •Accessibility & Convenience: Making Asian groceries readily available online and delivering them to customers' doors across the USA and Canada.
• •Customer Focus/Community: Building a connection with customers through engagement, recipes, and support. Their website mentions striving to make "each one of our clients feel at home."
• •Affordability: Aiming to overcome supply chain challenges through affordability.
• •Heritage/Cultural Pride: Celebrating and promoting Filipino and Asian food culture.

Best Practices

• •Embrace Warmth and Inclusivity: Always use a friendly, welcoming, and inclusive tone. Address customers with warmth, using "you" and "we" to foster a sense of community. Make everyone feel like they are part of the CoCo Island Mart family.
• •Highlight Cultural Connection: Consistently weave in elements of Filipino and Asian culture. Share stories behind products, celebrate cultural holidays, and use language (occasionally, if appropriate for the audience segment) that resonates with the heritage of the food. This reinforces authenticity and emotional connection.
• •Be Genuinely Helpful: Whether it's sharing recipes, offering cooking tips, or explaining product uses, position the brand as a helpful guide in exploring Asian cuisine. This builds trust and positions CoCo Island Mart as more than just a store.
• •Maintain Visual & Verbal Vibrancy: Ensure that the energetic and colorful visual style of platforms like Instagram and TikTok is matched by lively and engaging language in all communications. Use evocative descriptions for food that appeal to the senses.
• •Stay Consistent Across Platforms, Yet Adapt to the Medium: While the core tone (friendly, authentic, helpful) should remain the same, adapt the specific delivery for each platform. For example, TikTok and Instagram can be more informal and trend-driven, while website copy might be slightly more detailed and informative, and customer service emails should be empathetic and solution-oriented. All touchpoints should reflect the core values.

Social Perception

Positive: Many customers appreciate the wide selection of authentic products, the convenience of online shopping for hard-to-find items, and the connection to their culture. Positive reviews often mention good customer service and fast shipping. The brand is seen as a go-to for specific Asian and Filipino groceries. Mixed: Some customers have reported issues with packaging, leading to damaged goods, particularly from their Walmart storefront. The BBB rating indicates at least one unresolved customer complaint. Emerging Competitor: While established since 2013, they operate in a competitive online grocery market with other players like Weee! and Yamibuy also catering to the Asian food niche. Resourceful: Customers use CoCo Island Mart to find specific items they can't get locally or to explore new Asian products. Their participation in "Too Good To Go" in their physical Brooklyn location is perceived positively by users looking for deals and reducing food waste.

Copy Examples

• •Missing the taste of home? 🇵🇭🍚 CoCo Island Mart brings your favorite Filipino and Asian comfort foods right to your kitchen. From classic snacks to essential pantry staples, rediscover the authentic flavors you love. Shop now and bring home a little piece of happiness!
• •Your one-stop shop for all things Asian & Filipino! 🍜🛒 Tired of searching multiple stores? CoCo Island Mart offers thousands of products online, delivered to your door anywhere in the US & Canada. Explore new tastes or stock up on familiar favorites – all with a few clicks!
• •What’s your go-to Filipino dish that always brings a smile to your face? 😊 Share your favorites in the comments below! Need ingredients? We’ve got you covered with the freshest and most authentic selections at CoCo Island Mart. Let's cook up some joy together! #FilipinoFood #AsianCooking #CoCoIslandMart
• •🌶️🔥 Spice up your week! Get 15% OFF all hot sauces & chili oils at CoCo Island Mart for the next 48 hours ONLY! Tap to shop and bring the heat to your meals! #SpicyDeals #AsianGroceries #LimitedTimeOffer
• •Authentic Flavors, Trusted Quality. At CoCo Island Mart, we're passionate about bringing you the best Filipino and Asian groceries. We carefully select our products to ensure you get the quality you deserve for your family's meals. Taste the difference.