Brand Tone

Playful, Irreverent, Empathetic, Supportive, Authentic, Transparent, Nostalgic, Fun, Mission-Driven, Purposeful

Brand Values

• •Mental Health Advocacy
• •Authenticity & Vulnerability
• •Community & Connection
• •Impact & Giving Back
• •Indulgence & Fun
• •Inclusivity
• •Quality & Innovation

Best Practices

• •Embrace the Duality: Seamlessly blend the playful, fun aspect of cookie dough with the serious, empathetic nature of your mental health mission. Don't shy away from using humor or lightheartedness, but always be respectful and authentic when discussing sensitive topics.
• •Lead with Authenticity: Continue to share Kelsey's story and the "why" behind Doughp. Encourage user-generated content that reflects real experiences and conversations. Authenticity builds trust and deepens the connection with your audience.
• •Use "Doughp" Language: Incorporate brand-specific terms and puns (like "Doughp," "Legit Cookie Dough," "Spoonlickers") consistently, but naturally, into your copy. This reinforces brand identity and creates a unique voice.
• •Balance Product & Purpose: Ensure that marketing materials highlight both the deliciousness and unique qualities of the cookie dough (edible raw, bakeable, fun flavors) AND the impactful mission. Customers should feel good about the treat they're enjoying and the cause they're supporting.
• •Engage with Empathy: In all communications, especially customer service and social media interactions, respond with empathy, understanding, and support, reflecting the core values of the brand, particularly when conversations touch on mental health or recovery. Reinforce the message that "it's ok to not be ok."

Social Perception

Customers generally perceive Doughp positively, appreciating both the product's taste and the ability to eat it raw or baked. The brand's mission to support mental health and addiction recovery resonates strongly with many consumers, who feel their purchases are more meaningful. The founder's personal story of sobriety and her passion for the cause are seen as authentic and inspiring. Doughp is viewed as more than just a cookie dough company; it's seen as a brand with a purpose that is making a positive impact. The "Shark Tank" appearances have significantly boosted brand recognition and credibility. Some customers have noted the premium price point, but many feel the quality, mission, and uniqueness justify the cost. There have been occasional mixed reviews regarding texture or baking outcomes, but the company appears responsive to customer feedback.

Copy Examples

• •Headline: Life's Raw. Cookie Dough Helps. So Does Talking About It. Body: Dig into a pint of [Flavor Name] and dig into real conversations. Every bite of Doughp helps break the stigma around mental health. #Doughp4Hope Tone: Empathetic, Authentic, Playful
• •Headline: Your Daily Dose of Dope(amine). And Hope. Body: Legit edible cookie dough that’s ridiculously tasty AND supports addiction recovery. Sweet, right? Grab your spoon and join the movement. Tone: Playful, Irreverent, Mission-Driven
• •Headline: Not Your Average Cookie Dough. Not Your Average Convo. Body: We’re serving up spoonfuls of nostalgia and a side of real talk. It's okay to not be okay, and it's definitely okay to eat cookie dough straight from the tub. Tone: Nostalgic, Supportive, Authentic
• •Headline: Bake a Difference. Or Don't Bake At All. (It's That Good Raw). Body: Whether you crave warm, gooey cookies or a straight-up spoonful of happiness, Doughp delivers. Plus, 1% of every sale goes to mental health initiatives. Indulge with purpose. Tone: Playful, Purposeful, Fun
• •Headline: Sober Anniversaries Just Got Sweeter. Body: Celebrate milestones, big or small, with a treat that gives back. Our [Flavor Name/Gift Box] is the perfect way to honor the journey and support others in recovery. #ItsOkayToNotBeOkay Tone: Supportive, Celebratory, Empathetic