Brand Tone

Irreverent and Bold, Humorous and Relatable, Inspiring and Motivational, Energetic and Passionate

Brand Values

• •Perseverance and Resilience
• •Authenticity
• •Health-consciousness (within the energy drink category)
• •Boldness and Risk-Taking
• •Inclusivity
• •Entertainment & Connection

Best Practices

• •Embrace the Edge, Backed by Story: Don't shy away from bold, irreverent language, but always ensure it can be subtly (or not so subtly) linked back to the core brand story of perseverance and overcoming adversity. This prevents the edginess from feeling gratuitous.
• •Inject Humor with Purpose: Use humor that is relatable and serves to highlight a product benefit or a shared experience (like the "Shangry" campaign). The humor should be witty and slightly audacious, not just silly.
• •Inspire Action and Resilience: Every piece of copy should, in some way, echo the "keep going" and "defy the odds" mentality. Use strong verbs and empowering language.
• •Be Confidently Unpolished: Avoid overly corporate or a "trying too hard" slickness. The language should feel authentic, direct, and a little raw, reflecting the "underdog" and "rebel" spirit.
• •Maintain a "Wink and a Nod": Even with the "censored" name, the copy can still allude to its original provocative nature. This creates an inside joke with the audience and reinforces the brand's rebellious identity without being overly explicit where not appropriate.

Social Perception

Disruptor/Rebel Brand, Healthier Alternative, Effective and Good-Tasting, Intriguing and Memorable, Growing and Ambitious

Copy Examples

• •Headline: Life Throws Punches. Punch Back Harder. Body: Zero sugar, all the grit. Lucky Energy is for those who don't just face the odds – they defy them. Fuel your fight. #KeepGoing
• •Social Post (Image: Someone hilariously failing at a sport but laughing): So you missed the shot. Or tripped. Or face-planted. So f**king what?! Perfection is boring. Perseverance is legendary. Grab a Lucky Energy and get back in the game. #EverydayAthlete #LuckyEnergy
• •Product Description: Tired of fake hype and sugary crashes? Lucky Energy is the real deal. Five super-ingredients, zero sugar, and a kick that says, 'Let's do this.' It's not just an energy drink; it's your unfair advantage. Taste the victory, not the regret.
• •Ad Copy: They said it couldn't be done. A cleaner energy drink that actually tastes amazing and fires you up without the junk. We said, 'Watch us.' Lucky Energy: For the rebels, the dreamers, the relentlessly determined. What will you defy today?
• •Email Subject: Feeling Unlucky? Change Your F**king Fortune. Body: Some days, it feels like the world's out to get you. That's when you grab a Lucky Energy. Packed with good stuff, none of the bad, to help you flip the script and make your own luck. Because resilience is your superpower.