Brand Tone

youthful, playful, energetic, and slightly irreverent

Brand Values

• •Sociability and Connection: The drink is positioned as something to be enjoyed with friends and during memorable moments. Website copy mentions "rolling around, passing cans" and sharing experiences.
• •Fun and Unpretentiousness: The language used is casual and avoids overly serious or sophisticated tones, aiming for a relatable and fun image.
• •Boldness/Being Different: They claim to be "redefining RTDs with new, untapped rum-based cocktails, producing the worlds first rum and apple juice in a can."
• •Living in the Moment: Descriptions evoke spontaneity and enjoying current experiences, such as "two-stepping in a warehouse or rolling around in the grass at sunrise."

Best Practices

• •Keep it Playful and Energetic: Use vibrant language, humor (where appropriate), and an enthusiastic voice. Avoid overly formal or technical jargon. Think "slurp me up" not "consume the beverage."
• •Embrace Youthful Slang (Authentically): Incorporate current, relevant slang or phrasing that resonates with a younger audience, but ensure it feels natural to the brand and not forced. Stay updated on social media trends for language cues.
• •Focus on Experiences and Connection: Frame the product around shared moments, fun, and social gatherings. Highlight the "vibe" RAPPL' brings to an occasion.
• •Be Bold and a Little Cheeky: Don't be afraid to be slightly irreverent or break from traditional marketing speak. The "reckless abandon in a can" tagline is a good example.
• •Maintain Visual Consistency: Ensure that the playful and energetic tone of the copy is matched by equally vibrant and dynamic visuals in all marketing materials and social media posts.

Social Perception

growing and interactive audience. The brand is actively trying to build a community and create a buzz, as seen with their free alcohol giveaways and Oasis campaign. The association with "raye the store" positions them among other emerging and potentially trendy brands. Their marketing clearly targets a younger demographic that appreciates social experiences and a playful brand personality.

Copy Examples

• •Instagram Post: "Weekends are for RAPPL'. Grab your crew, find a spot (any spot), and let the good times roll. What are your plans? #Rappleffect #MullItOverDrinks #RumAndApple #WeekendVibes"
• •TikTok Video Idea: (Upbeat trending audio) Quick cuts of people laughing, pouring RAPPL' into glasses with ice and lime, clinking cans at a park/festival. Text overlay: "Your summer just got a whole lot juicier. RAPPL' - Slurp Me Up! #MullItOver #Rapple #SummerDrink #DayDrinking"
• •Website Banner: "Warning: May lead to spontaneous adventures and unforgettable nights. RAPPL' - Caribbean Spiced Rum, Cloudy Apple, Crisp Lime. Not your average can."
• •Promotional Email Subject: "Forget Your Plans, Grab a RAPPL'." Email body: "Life's too short for boring drinks. RAPPL' is here to shake things up. Made with spiced rum, cloudy apple, and a zing of lime, it's the taste of 'heck yes'. Order yours and let's mull over something fun."
• •Facebook Ad: "Tired of the same old? So were we. That's why we made RAPPL' - the world's first rum and apple juice in a can. Bold, refreshing, and dangerously easy to drink. Click to find out where to get yours! #MullItOverDrinks #RappleItUp #NewDrink #RTD"