Brand Tone

Energetic & Youthful, Direct & Informative, Motivational & Aspirational, Community-Oriented, Accessible & No-Nonsense

Brand Values

• •Energy & Vitality
• •Convenience & Practicality
• •Affordability & Value
• •Active Lifestyle & Performance
• •Modernity & Trend Awareness (especially on TikTok)
• •Authenticity (Original Indonesian roots)

Best Practices

• •Use Active Language & Strong Verbs: Employ words that convey energy, movement, and achievement (e.g., "unleash," "power," "conquer," "fuel," "boost").
• •Keep it Youthful & Relatable: Use contemporary language and references where appropriate, especially on social media, without trying too hard or using fleeting slang. Understand the target audience's communication style.
• •Emphasize Benefits, Not Just Features: Focus on what the product *does* for the consumer (e.g., "helps you power through," "gives you an edge") rather than just listing ingredients or format.
• •Maintain a Positive and Motivational Stance: Frame messages aspirationally. Encourage users to achieve their goals and live an active, fulfilling life with the help of the product.
• •Be Direct and Clear, Especially with CTAs: While being energetic, ensure the core message and call-to-action are easy to understand. Make it clear what you want the audience to do (e.g., "Shop Now," "Discover Your Flavor," "Join the #ExtraJossMovement").

Social Perception

Effective Energy Booster, Convenient Alternative, Good Taste & Variety, Affordable Choice, Associated with Active Pursuits, Trusted (in core markets)

Copy Examples

• •Headline: Unleash Your Extra! Body: Tired of hitting that wall? Grab an Extra Joss sachet, mix, and power through your day. Your pocket-sized energy boost is here! #GoFurther #ExtraJossEnergy
• •Headline: Fuel Your Hustle. Taste the Victory. Body: Whether it's exams, deadlines, or your next big game, Extra Joss delivers the kick you need. Convenient, tasty, and ready when you are. What are you conquering today? #ActiveLife #EnergyBoost
• •Headline: From Zero to Joss in 60 Seconds! Body: No cans. No fuss. Just pure energy powder in a handy sachet. Mix it up and feel the difference. Your anytime, anywhere power-up! #InstantEnergy #ExtraJoss
• •Headline: More Than Energy. It's Your Daily Edge. Body: Stay sharp, stay active, stay ahead. Extra Joss is your secret weapon for a life that demands more. Get your affordable energy kick now! #BeExtra #StudentLife #WorkHardPlayHard
• •Headline: Adventure-Ready Energy! Body: Backpacking? Festival? Late-night study sesh? Extra Joss sachets are light, easy to pack, and deliver the boost you need to keep the good times rolling. Where will your Extra Joss take you? #TravelFuel #FestivalVibes #ExtraJossAdventure