Brand Tone

Energetic & Active, Youthful & Trendy, Direct & Informative (with a casual/approachable feel), Promotional & Value-Oriented

Brand Values

• •Energy & Performance: Providing a boost for physical and mental activities.
• •Active Lifestyle: Promoting and associating with sports, fitness, and an on-the-go life.
• •Convenience: Offering an easy-to-use powder format in portable sachets.
• •Health Consciousness (to a degree): Emphasizing its sugar-free nature and inclusion of vitamins and natural ingredients like ginseng and royal jelly. They've also run campaigns focusing on a healthy lifestyle.
• •Accessibility & Affordability: Positioned as a cost-effective energy solution.

Best Practices

• •Know Your Audience, Speak Their Language: Consistently use language, slang (where appropriate and authentic), and cultural references that resonate with your target demographic (e.g., active individuals, students, Gen Z). The mix of Dutch and English on @extrajoss_nl is a good example of localizing.
• •Emphasize Action and Benefits: Focus copy on what the product *does* for the user – boosts energy, improves focus, supports an active life – rather than just listing features. Use strong verbs and benefit-driven statements.
• •Be Visually Consistent: Ensure that the visuals (images, videos) across all platforms reinforce the energetic, active, and youthful tone conveyed in the copy. Lifestyle shots work well for this brand.
• •Maintain Authenticity: While being trendy, avoid forced slang or trying too hard to sound young if it doesn't come naturally. Authenticity builds trust. If discussing ingredients or benefits, be clear and direct.
• •Engage and Interact with the Same Energy: When responding to comments or messages on social media, maintain the established brand tone. Be quick, helpful, and infuse the energetic and approachable personality of Extra Joss into customer interactions.

Social Perception

Positive: Many customers appreciate Extra Joss for its effectiveness in providing an energy boost, its sugar-free formula, and its convenience. It's seen as a good pre-workout option by some. The taste is generally considered acceptable to good, with various flavor options available. Practical & Economical: Users recognize it as a good value for money compared to ready-to-drink alternatives. Effective (with caveats): While users report a significant energy surge, some also mention experiencing a subsequent crash or initial side effects like headaches. Regionally Popular: It has strong brand recognition in Southeast Asian countries like Indonesia, the Philippines, and Malaysia, and is making inroads in other markets, including parts of Europe (like the Netherlands) and Africa. Associated with an active, sometimes intense, lifestyle: Seen as a drink for sports, long workdays, studying, and even partying. Concerns/Queries: Some online discussions revolve around its ingredients, potential side effects if overused or mixed with other substances (like alcohol), and its legality or availability in certain regions.

Copy Examples

• •Headline: Unleash Your Extra! Fuel your hustle, minus the sugar. Body: Got goals? Extra Joss powder packs the punch you need to power through workouts, study sessions, or whatever your day throws at you. Just mix, drink, and conquer. #GoExtra
• •Headline: Level Up Your Energy. The Smart Way. Body: Why drag when you can dominate? Extra Joss delivers that clean energy boost with vitamins and natural extracts. Pocket-sized power for your non-stop life. What are you waiting for?
• •Headline: No Sugar. All GO. Body: Keep the energy, ditch the crash. Extra Joss is your sugar-free sidekick for sustained focus and performance. Taste the tropics, feel the power.
• •Headline: From Zero to Hero, One Sachet Away. Body: Feeling that slump? Rip open an Extra Joss, mix it up, and get ready to activate your A-game. The ultimate pre-anything power-up.
• •Headline: Your Pocket Rocket. Energy on Demand. Body: Life doesn’t wait. Neither should your energy. Extra Joss sachets are your instant fix for staying sharp and active, wherever you are. Mix. Sip. Go.