Brand Tone

Irreverent and provocative, humorous and playful, locally authentic (Kölsch), and energetic and youthful.

Brand Values

• •Community & Local Pride
• •Joviality & Celebration
• •Quality & Transparency
• •Boldness & Audacity

Best Practices

• •Embrace the Double Entendre: Consistently and cleverly play with the "Koks" name. Use related puns and ironic phrasing ("dealer," "get your fix," "legal line") to reinforce the brand's edgy and humorous identity, but always ensure it's clear the product is a beverage.
• •Stay Authentically "Kölsch": Weave Cologne's local culture and dialect into the copy whenever possible. Reference landmarks, events (like Carnival), and the "Kölsch" mentality to maintain a strong connection with the core community.
• •Focus on the "Why": The Experience: The product isn't just a drink; it's a party starter and a social catalyst. The copy should always sell the *experience*—long nights, friendship, celebration, and energy—rather than just the product's features.
• •Maintain a Youthful, Energetic Voice: Use short, punchy sentences. Employ modern slang and a tone that speaks directly to students and young professionals. The copy should feel like it's coming from a friend who's in on the joke.
• •Balance Provocation with Quality Cues: While the edgy name grabs attention, always pair it with reminders of the product's quality (e.g., "vegan," "original recipe," "premium coffee liqueur"). This reassures customers that behind the provocative marketing is a genuinely good product.

Social Perception

Customers and fans perceive the brand as cool, witty, and authentically 'Kölsch,' appreciating its humorous marketing and product quality, fostering a 'cult-like' following among young professionals. The general public and retailers see it as a clever marketing success and a legitimate, well-managed company that effectively uses provocative branding to stand out, offering a fun product for parties and gifting.

Copy Examples

• •Your party's pick-me-up has arrived. Our Espresso Martini shot is 100% legal, 100% vegan, and 100% Kölsch. Tag your crew for the night! #KölscheKoks #EspressoMartini #MadeInCologne
• •The Only Line You'll Wait For. Kölsche Koks: The cult Espresso Martini shot from Cologne. Order now for fast delivery.
• •They say money can't buy happiness... but it can buy the best Espresso Martini shot in Cologne. And that's pretty close. The best nights run on Kölsche Koks. #PartyStarter #Nightlife #Cologne
• •Kölsche Koks is the legendary Espresso Martini liqueur straight from the heart of Cologne's vibrant bar scene. With rich coffee flavor and a smooth 15% ABV, it's the perfect 'pick-me-up' shot for any party. Vegan, gluten-free, and full of the city's unique spirit. Warning: may lead to unforgettable nights.
• •Kölns bester Stoff. Don't worry, this one's legal. Kölsche Koks is the premium Espresso Martini shot that captures our city's spirit in a bottle. Born in the Brennerbude, at home at your party. Find it at your local dealer or online.