Brand Tone

Enthusiastic & Passionate, Authentic & Heritage-Proud, Playful & Creative, Helpful & Informative, Community-Focused

Brand Values

• •Quality
• •Great Taste & Deliciousness
• •Health (Original Philosophy)
• •Originality & Uniqueness
• •Empathy & Connection
• •Sustainability & Social Contribution

Best Practices

• •Embrace the "Umami" Language: Consistently use descriptive words that evoke Kewpie's unique flavor profile: rich, creamy, tangy, bold, savory, umami-packed.
• •Maintain a Joyful and Enthusiastic Voice: Copy should reflect passion for food and the delight Kewpie brings to eating. Use exclamation points judiciously to convey excitement.
• •Reference Heritage with Pride (but keep it accessible): Briefly nodding to Japanese origins and quality traditions can build trust, but ensure the overall message is inclusive and inviting to a broad American audience.
• •Encourage Creativity and Versatility: Position Kewpie not just as a condiment but as an ingredient that inspires culinary exploration. Use inviting language that prompts users to experiment.
• •Foster Community through Engagement: Ask questions, solicit user-generated content, and use a friendly, approachable tone in all communications to build a loyal "Kewpie Krew." Respond to comments and messages to show the brand is listening.

Social Perception

Cult Following & Loyalty, Premium & High Quality, Distinct & Unique, Authentically Japanese, Debate over US vs. Japan versions, The Kewpie Doll Logo

Copy Examples

• •Headline (Enthusiastic & Playful): "Uncap the Umami! Your Dishes Deserve the Kewpie Kiss." Body: "Tired of blah? Unleash a wave of rich, creamy, tangy goodness with every squeeze. From sushi to sammies, Kewpie makes everything Mmmore!"
• •Social Media Post (Community-Focused & Helpful): "What’s your Kewpie creation today? 🤔 Share your foodie masterpieces using #KewpieLove and inspire our amazing community! Need ideas? Our website is packed with recipes to get you started! Link in bio!"
• •Product Description (Authentic & Quality-Focused): "Crafted with only the finest egg yolks and our unique blend of vinegars, Kewpie Mayonnaise delivers the authentic, rich, and creamy taste Japan has loved since 1925. Experience the original 'umami' kick that elevates every meal."
• •Short Ad Copy (Playful & Creative): "Don't just make dinner. Make it Kewpie-fied! That extra squiggle of deliciousness? Yeah, that's our secret weapon (and now yours!)."
• •Email Subject Line (Enthusiastic & Benefit-Driven): "Taste the Magic: Why Chefs & Foodies Swear by Kewpie!" Email Snippet: "Discover the rich, umami-packed flavor that transforms everyday meals into culinary delights. For generations, Kewpie has been the key to unlocking a world of taste..."