Brand Tone

Caring, Health-Conscious, and Authentic

Brand Values

• •Pet Wellness First
• •Ingredient Quality and Transparency
• •Love and Companionship
• •Trust and Authority
• •Entrepreneurial Spirit

Best Practices

• •Always Lead with Love and Health: Every piece of copy, from a tweet to a product page, should reinforce the core message: this product was created out of love for pets and a commitment to their health. Frame the benefits (like joint support) as a way of caring for a family member.
• •Maintain the 'Authentic Founder' Voice: Continue to leverage Jay Cutler's story. Use 'I' and 'we' to speak from his perspective (e.g., 'I created this for my dogs,' 'We believe in clean ingredients'). This personal touch makes the brand feel more authentic and less corporate.
• •Educate, Don't Just Sell: Consistently explain *why* certain ingredients are included (glucosamine, flaxseed) and why others are excluded (xylitol, salt, sugar). This positions the brand as a trusted resource for pet nutrition and justifies the premium price.
• •Use 'Pet-Parent' Language: Address the audience as fellow 'pet parents' or 'dog lovers.' Use language that acknowledges the pet as a cherished member of the family, using terms like 'your best friend,' 'your furry family,' or 'your babies.'
• •Show, Don't Just Tell: Incorporate user-generated content, testimonials, and video clips of dogs enjoying the product. This social proof is powerful and perfectly aligns with the brand's authentic, community-focused feel. The copy should encourage this interaction (e.g., 'Show us how your pup enjoys their Jay's!')

Social Perception

Largely positive, driven by 'Shark Tank' exposure and Jay Cutler's credibility. Perceived as a high-quality, premium product, despite initial challenges with supply chain and shipping.

Copy Examples

• •Treat them like the champion they are. 🏆 Our pet butter isn't just a treat; it's a health boost. Packed with glucosamine for joints and made with only clean, human-grade ingredients (because we taste-test it too!). Fuel your best friend with the best. #JaysPetButter #HealthyDogTreats #DogApproved
• •Headline: 'More Than a Treat. It's Love in a Jar.' Sub-headline: 'From our family to yours. Jay's Pet Butter is crafted with clean ingredients and vital nutrients because your pet deserves the same quality you'd choose for yourself. Xylitol-free. Always.'
• •Subject: '❌ Stop sharing your peanut butter! Here’s why.' Body Preview: 'Human peanut butters can hide ingredients that are harmful to your dog. See what makes Jay's Pet Butter the safer, healthier choice...'
• •Headline: 'The Treat Vets & Bodybuilders Can Agree On.' Primary Text: 'Engineered for health, made for happiness. Jay Cutler, 4x Mr. Olympia, created Jay's Pet Butter for his own dogs because they're family. Give your pup the joint-supporting, all-natural goodness they'll go crazy for. Shop our Shark Tank-featured flavors now!'
• •Title: 'Antioxidant Power, Tail-Wagging Taste.' Description: 'Support your dog's vitality with every lick. We blend antioxidant-rich blueberries and nutrient-packed sweet potato with our signature xylitol-free peanut butter. Fortified with flaxseed for a healthy coat, it’s the perfect, guilt-free way to show them you care.'