Brand Tone

adventurous, passionate, community-focused, aspirational, direct, authentic, bold, and slightly edgy

Brand Values

• •Adventure
• •Community
• •Quality & Innovation
• •Differentiation
• •Passion for Fishing
• •Integrity

Best Practices

• •Embrace the "Escape The Ordinary" Mantra: Use active, adventurous language that inspires excitement and a break from the mundane. Focus on the experience and thrill of fishing.
• •Foster Community Spirit: Address your audience directly, use inclusive language ("we," "us," "our crew"), and encourage interaction and sharing of experiences. Highlight user-generated content when possible.
• •Speak with Passion and Authenticity: Let genuine enthusiasm for fishing shine through. Be transparent (as much as commercially viable) about product development and the brand's journey, including challenges.
• •Be Bold and Confident (but Mindful of Feedback): Maintain the slightly edgy and confident tone reflected in product names, but also be receptive to customer feedback to address concerns about service or product perception.
• •Highlight Innovation and Quality: When discussing products, clearly explain the benefits and any unique design or technology aspects (like AQUACHILL) that differentiate M.A.S. gear.

Social Perception

Positive: Missing At Sea is perceived by a segment of its audience as a trusted Australian fishing brand with high-quality, innovative products, and a strong community focus. They are seen as inspiring and down-to-earth by some followers. Mixed/Negative: Some customers and observers have a negative perception due to issues with customer service, shipping delays, and questions about the value and originality of some products compared to cheaper alternatives. There's a sentiment among some that their marketing can be overly aggressive. Some users feel the brand lacks transparency regarding product sourcing.

Copy Examples

• •Headline: Stop Dreaming. Start Chasing. Body: The water’s calling. Your next PB is waiting. Gear up with M.A.S. and make this the season you Escape The Ordinary. #MissingAtSea #EscapeTheOrdinary
• •Headline: Engineered for the Extreme. Trusted by Aussie Anglers. Body: From monster cod to screaming jacks, our gear is designed and tested in the toughest Aussie conditions. Because when that fish of a lifetime hits, you need tackle that won’t let you down. Join the M.A.S. crew.
• •Headline: More Than Just Lures. It's a Brotherhood. Body: At Missing At Sea, we're a community bound by the thrill of the catch. Share your stories, your triumphs, your near misses. This is where your adventure fuels ours. #MAScommunity #FishingFamily
• •Headline: Feel the AQUACHILL Difference. Stay Cooler. Fish Longer. Body: Don't let the heat cut your session short. Our new AQUACHILL jerseys feature patent-pending fabric technology to keep you cool and protected, so you can focus on what matters – landing the big one.
• •Headline: Your Tackle Box is Missing Something... Body: Unleash the beast with our new Death Baits. Field-tested and proven to trigger aggressive strikes when nothing else will. Dare to be different. Fish M.A.S.