Brand Tone

Irreverent, witty, and audacious, with a campy and theatrical flair that is both playful and defiant. It is confident, bold, and challenges conventional norms, while also being informative and straightforward about product benefits, maintaining a casual rapport.

Brand Values

• •Rebellion and Stereotype Defiance
• •Inclusivity and Celebration
• •Health and Wellness
• •Quality and Flavor
• •Fun and Indulgence

Best Practices

• •Embrace the Juxtaposition: Always play with the "Dirty" vs. "Virgin" dichotomy. Use words that evoke indulgence, rebellion, and fun, but tie them back to the "clean" and health-conscious aspects of the product.
• •Be Bold and Unapologetic: The copy should never be timid. Use confident, direct, and slightly provocative language. Avoid apologizing for being non-alcoholic; instead, celebrate it as a superior choice.
• •Use Witty and Theatrical Language: Incorporate humor and a touch of drama. Phrases like "a neon-lit rebellion in a can" or "moral superiority" are on-brand. Keep it smart and playful.
• •Highlight the "How" and the "Why": While the tone is irreverent, always ground the copy in the product's tangible benefits: low calorie, low sugar, electrolytes, and great taste. Explain *how* virgins have more fun (e.g., no hangovers, more energy).
• •Speak Directly to the Community: Use inclusive language like "Hello Virgins," to foster a sense of community. Make the audience feel like they are part of an exclusive, enlightened club that is in on the joke.

Social Perception

Perceived as a bold, innovative, and provocative brand that offers a flavorful and functional rebellion in a can for the sober and sober-curious movement. It is seen as more than just a drink; it's a mood, a movement, and a 'middle finger with a twist of lime' to conventional nightlife pressures, allowing consumers to party smarter without sacrificing fun.

Copy Examples

• •Sober doesn't mean sitting still. Stay hydrated for the after-party with our Virgin Margarita. All of the taste, none of the morning-after regrets. #VirginsHaveMoreFun #DirtyVirgin #SoberCurious
• •Them: 'You don't drink? That's boring.' Us: Yeah, real boring. 🥱 Redefine your nightlife. #DrinkDirtyVirgin #NonAlcoholic #PartySmarter
• •Sinfully Good. Immaculately Made. Our non-alcoholic cocktails are low on sugar and big on flavor. It's time to join the rebellion. [Shop Now]
• •Tired of club soda with a side of judgment? We were too. That's why we created our Virgin Cocktails. Choose your favorite vice: a spicy Ginger Mule, a bold Italian Spritz, or a classic Margarita. All packed with electrolytes to keep you going. #DirtyVirgin #UpgradeYourDrink
• •Be the best kind of DIRTY VIRGIN. Forget what you heard. Being a Virgin is way more fun. And tastier, too...