Brand Tone

aspirational, reassuring, and friendly

Brand Values

• •Comfort
• •Quality and Trust
• •Problem-Solving Innovation
• •Freedom and Adventure

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Always connect the pillow's features (the 'what') to the ultimate benefit for the traveler (the 'why'). *Instead of saying "Made with memory foam," say "Our responsive memory foam cradles your neck, so you wake up without stiffness."*
• •Speak the Traveler's Language: Use relatable travel scenarios and pain points. Mention 'red-eye flights,' 'long layovers,' and the 'middle seat struggle.' This shows you understand your customer's world.
• •Amplify Customer Voices: Continuously leverage testimonials and user-generated content in marketing materials. Featuring real customers and their positive experiences is the most authentic way to build trust and reinforce brand values.
• •Balance Aspiration with Reassurance: Pair exciting images of travel and adventure with copy that promises safety, comfort, and reliability. The message should be: "Go have the adventure of a lifetime; we'll handle the comfort on the way."
• •Maintain a Confident, Positive Voice: The brand is an expert in travel comfort. Use confident and declarative statements ("You deserve a better night's sleep"). Avoid hesitant language. This authority, combined with a friendly tone, creates a trustworthy and appealing brand personality.

Social Perception

The perception of Cocoon-Australia is positive, centered on its effectiveness and comfort. Customers view it as an effective solution for travel aches, highlighting its high comfort level. As a relatively new entity, it benefits from the established reputation of the broader 'Cocoon' brand, being perceived as a trustworthy and specialized provider in travel comfort.

Copy Examples

• •Arrive Ready for Adventure. Not a Neck Adjustment. Our chiropractor-recommended travel pillow provides 3600 support, so you land refreshed and pain-free. Your vacation starts the moment you board.
• •That first step into a new city. ✨ Don2t let a sleepless flight steal that moment. The Cocoon pillow ensures you wake up from your journey, not recover from it. #TravelMoreSleepBetter #CocoonTravel
• •Engineered for the long haul. The Cocoon isn2t just soft; it2s smart. Its internal support system keeps your head comfortably upright, preventing the dreaded travel-slump. It2s compact, lightweight, and the difference between a good trip and a great one. Proudly Australian owned.
• •Your next trip is calling... is your neck ready? For a limited time, get 50% off Australia2s comfiest travel pillow and a 90-day risk-free trial. Don2t just endure your next flight. Enjoy it. Sleep has been upgraded.
• •Still using your jacket as a pillow? It2s 2025. Upgrade your travel game. The Cocoon pillow packs small but delivers big on comfort. Your neck will thank you.