Brand Tone

Unapologetically Bold, Faith-Based, and Celebratory, actively positioning itself against competitors by challenging population control ideologies, deeply integrating Christian faith, and championing parenthood with empowering, joyful messaging.

Brand Values

• •Pro-Life / Celebration of Life
• •Championing Parenthood and Family
• •Integrity and Conviction
• •Product Quality and Safety

Best Practices

• •Always Weave Mission into Messaging: Never let the product be just a product. Every piece of copy, from a simple social media post to a product description, should connect the diaper's function (e.g., "12-hour protection") back to the brand's core mission (e.g., "so you can focus on the miracle in your arms").
• •Use "Unapologetic" and Conviction-Driven Language: Employ strong, confident, and declarative words. Phrases like "We believe," "We stand for," "unapologetically," and "a company that shares your values" reinforce the brand's bold identity and create a clear distinction from competitors.
• •Speak Directly to Your Tribe: The copy should feel like it's written by and for the target community. Use language that resonates with faith-based, pro-family consumers, incorporating terms like "miracle," "blessing," "gift from God," and "prayer." This fosters a sense of belonging.
• •Balance Boldness with Celebration: While the brand's stance is confrontational, the overall tone should remain positive and celebratory. Frame the choice to use EveryLife not as an act of anger, but as a joyful affirmation of life and family. Focus on the "what you're for" (life, family) more than the "what you're against."
• •Highlight Product Quality as Proof of Commitment: Frame the high quality of the diapers and wipes as a direct extension of the brand's values. The message should be: "Because we believe every child is a precious gift, we would never offer anything but the best, safest, and highest-performing products to care for them." This links product excellence directly to the pro-life mission.

Social Perception

EveryLife's social perception is highly polarized: perceived as a much-needed and celebrated alternative by its target conservative, Christian, and pro-life audience who appreciate its explicit values and mission, leading to high loyalty. Outside this base, it is viewed as controversial due to its strong anti-abortion stance and 'Make More Babies' campaigns. There's also a product-focused perception, with many users praising product quality while some report issues with fit or customer service.

Copy Examples

• •Parenthood is the greatest adventure. It's the late nights, the early mornings, and the incredible moments in between. We're here for all of it, with diapers you can trust and values you can be proud of. Because every life is a gift worth protecting. #EveryLife #ChampionParenthood #GiftFromGod
• •Headline: "More Than a Diaper. It's a Promise." Sub-headline: "Our ultra-absorbent, chemical-free diapers protect your baby's delicate skin. Your purchase helps protect the miracle of life everywhere. Shop with conviction." Button: "Shop The Bundle"
• •Tired of your dollars supporting causes that don't align with your family's values? At EveryLife, we believe in faith, family, and the sanctity of every child. Make the switch to a brand that celebrates life as much as you do. High-performing, non-toxic diapers, delivered to your door. Headline: "The Pro-Life Diaper You've Been Praying For."
• •Subject: "A Community That Cares" Body: "Hi [Name], When you chose EveryLife, you did more than just buy diapers. You joined a community of parents dedicated to championing parenthood and celebrating every precious life. From our family to yours, thank you for standing with us. P.S. Don't forget, a portion of your purchase always goes to support life-affirming crisis pregnancy centers."
• •Headline: "Choose Pure. Choose Life." Image: A close-up of a smiling, happy baby wearing an EveryLife diaper. Body: "Your baby deserves the purest start. Our diapers are free from harsh chemicals, fragrances, and lotions. And your choice helps support the purest mission: celebrating and protecting every life. Join the movement of parents who are putting purpose behind their purchases. Visit EveryLife.com."