Brand Tone

Energetic, Exhilarating, and Inclusive

Brand Values

• •Promoting Active, Outdoor Play
• •Safety and Responsibility
• •Innovation and Fun
• •Inclusivity

Best Practices

• •Lead with Action Verbs: Start sentences with powerful, energetic verbs like "Grab," "Unleash," "Challenge," "Discover," and "Join." This immediately injects the brand's high-energy tone into the copy.
• •Focus on the "Why," Not Just the "What": Instead of just listing features (e.g., "shoots 170 FPS"), frame them as benefits that enhance the experience (e.g., "Feel the rush with blasters that shoot fast enough to make every game epic"). The "why" is always about fun, adventure, and connection.
• •Use the "Go Play" Mantra as a Filter: Every piece of copy should, in some way, ladder back to the core idea of "Go Play." Whether it's a product description, a social post, or an ad, it should inspire and facilitate active play.
• •Maintain a Positive and Inclusive Frame: Emphasize what the brand is (fun, safe, active) rather than what it isn't (painful, messy, dangerous). Use inclusive language that invites everyone—friends, families, siblings, parents—to join in the fun, reflecting the diverse casting in their marketing.
• •Be Direct and Simple: The copy is most effective when it's easy to read and understand quickly. Avoid complex sentences and technical overload. The tone is conversational and approachable, like a friend inviting you to play a game. The goal is to get the message across and get people excited to play.

Social Perception

Generally positive among target users as a fun, less painful, and more accessible alternative to paintball or airsoft, seen as a 'top-of-the-line' brand. However, confusion exists due to the generic use of 'gel blaster' for other brands, leading to concerns about legality and higher price points compared to competitors.

Copy Examples

• •Stop scrolling. Start playing. The backyard is your arena. Your friends are your rivals. Grab the Surge and #GoPlay. Mess-free, sting-tastic fun is just a trigger-pull away. Are you in?
• •Unleash the Ultimate Backyard Adventure. Bigger. Faster. Stronger. The Surge XL isn't just a blaster; it's an excuse to get outside and make memories. With a velocity of up to 250 fps and a 1,000+ Gellet capacity, the fun doesn't have to stop. Eco-safe, easy to use, and epic amounts of fun.
• •The best reason to turn off the WiFi. Remember playing outside until the streetlights came on? It's their turn. Gel Blasters are the screen-free, active fun you've been looking for. Safe, non-toxic, and with easy cleanup (the Gellets just disappear!), it's the perfect way to get the whole family moving, laughing, and playing together.
• •How do you play? [Daytime Duel] or [Nighttime Ops]
• •Less Mess. More Fun. Welcome to the next generation of play. Gel Blasters shoot water-based Gellets® that burst on impact and leave no trace. Just the perfect sting to make it exciting. Grab yours and Go Play!