Brand Tone

Direct & No-Nonsense, Intense & Powerful, Rebellious & Edgy, Authentic & Mission-Driven, Community-Focused (Military & Performance), Slightly Humorous/Irreverent (on TikTok)

Brand Values

• •Performance & Efficacy: The primary focus is on delivering sustained energy, focus, and endurance. 'Peak performance, sustained energy and a clean burn.'
• •Quality & Transparency: Emphasis on 'quality ingredients at proper dosages.' Clear communication about ingredients and their effects (e.g., beta-alanine tingles).
• •Authenticity & Integrity: Developed with and for a specific, demanding community (military). 'No bullshit ingredients.'
• •Resilience & Strength: Reflects the demands of military service and intense physical activity.
• •Supporting the Military Community: Partnership with The Green Beret Foundation. Developed based on military feedback.
• •Innovation (Challenging the Norm): Differentiating from 'caffeinated candy flavors' with unique spicy profiles and a potent formula.

Best Practices

• •Embrace Direct, Action-Oriented Language: Use strong verbs and concise statements. Avoid fluff and marketing jargon. Focus on the tangible benefits and the 'no-nonsense' approach.
• •Incorporate the 'Spicy' & 'Intense' Element (Metaphorically & Literally): Even when not directly talking about flavor, let the copy have an edge and a sense of power. Use words that convey intensity and a break from the ordinary.
• •Maintain Authentic Military Connection (Respectfully): Reference the military development and support for the community where appropriate, ensuring it's genuine and not exploitative. Highlight the 'forged,' 'mission,' and 'duty' aspects.
• •Be Confident and Slightly Rebellious: Reflect the 'middle finger to the candy movement' attitude. Position Echelon as a superior, more serious alternative.
• •Engage with the Community's Language: Use terminology and cultural references (like 'miltok,' 'no crash,' 'clean burn') that resonate with the target audience, particularly on social media, while ensuring broader messages remain clear.

Social Perception

Highly Effective & Potent, Unique & Appealing Flavors, Trustworthy (Military-Developed), Supportive of a Cause, Intense, Community-Oriented, Emerging & Niche (but growing)

Copy Examples

• •Headline: Ditch the Candy. Unleash the Fire. Body: Tired of sugary hype? Echelon delivers potent, sustained energy forged in collaboration with the U.S. Military. Feel the heat, crush your goals. No crash, no excuses. #EchelonFuel #MilitaryGradeEnergy
• •Headline: Not For the Faint of Heart. Built For the Bold. Body: 300mg caffeine, Beta-Alanine, and a spicy kick that tells you it's working. Echelon isn't just an energy drink; it's a commitment to peak performance. Are you ready? #ExperienceEchelon #PreWorkoutPower
• •Headline: Focus. Endure. Dominate. The Echelon Standard. Body: Developed with over 2,000 service members, Echelon provides a synergistic blast of energy and nootropics for unwavering focus and endurance. Power through anything. #CleanBurn #NoBullshitEnergy
• •Headline: Taste the Intensity. Feel the Difference. Body: From Berry Habanero to Mango Reaper, Echelon offers unique, spicy flavors that awaken your senses and fuel your ambition. More than just a drink, it's an experience in a can. #SpicyEnergy #FeelTheHeat
• •Headline: Support the Mission. Fuel Your Own. Body: Every can of Echelon gives back to The Green Beret Foundation. Fuel your toughest workouts and longest days with a drink that performs and supports those who serve. #EchelonSupports #PerformanceWithPurpose