Brand Tone

Energetic and Positive, Inclusive and Encouraging, Informative and Science-Backed (but accessible), Playful and Engaging, Conscious and Responsible

Brand Values

• •Clean Product
• •Clean Planet
• •Clean Sport
• •Empowering Movement/Active Lifestyles
• •Community
• •Hydration for All/Proactive Hydration

Best Practices

• •Embrace "Muuvment" Mentality: Consistently use active, energetic language. Focus on verbs that inspire action and positivity. Think "empower," "energize," "conquer," "celebrate," rather than passive descriptions.
• •Keep it Clean and Clear: Mirror the product's "clean ingredients" philosophy in your language. Be direct, transparent, and easy to understand. Avoid overly technical jargon unless explaining a specific scientific benefit, and even then, simplify it.
• •Be Inclusively Enthusiastic: Write as if you're cheering on everyone, from the seasoned marathoner to someone taking their first yoga class. Use encouraging and welcoming language that makes everyone feel part of the Nuun community.
• •Inject Playfulness (When Appropriate): Don't be afraid to use a bit of lighthearted fun, puns (like "muuvment"), or engaging questions, especially on social media. This aligns with the "fizzy and tasty" nature of the product.
• •Champion Your Values: Regularly weave in mentions of your core values (clean product, clean planet, community) in a natural and authentic way. This reinforces what the brand stands for beyond just the product's functional benefits.

Social Perception

Positive Product Experience, Appreciation for Clean Ingredients, Brand Loyalty, Seen as Healthier Alternative, Community and Lifestyle Alignment

Copy Examples

• •Headline: Muuv Your Limits. Hydrate Your Journey. Body: Life’s an adventure, and every drop of sweat tells a story. Nuun keeps you energized and hydrated with clean electrolytes, so you can chase that next sunrise run, conquer that peak, or simply feel your best, every day. #StayHydrated #CleanPerformance
• •Headline: Less Sugar, More Sparkle. That's Nuun. Body: Tired of sugary sports drinks that weigh you down? Nuun delivers essential electrolytes with just 1g of sugar, in a fizzy, refreshing tablet. Pop one in your bottle and feel the clean hydration difference. Your body (and tastebuds) will thank you! #NuunLife #LowSugarHydration
• •Headline: Pro Planet. Pro You. Hydration That Cares. Body: We believe in movement that’s good for you and the planet. As a B Corp, Nuun is committed to clean ingredients, sustainable practices, and empowering our community. Hydrate with a purpose. Choose Nuun. #BCorp #SustainableHydration #CleanIngredients
• •Headline: From Morning Miles to Evening Calm: Nuun Has You Covered. Body: Whether you're gearing up for a workout, needing an afternoon boost, or winding down for the night, Nuun’s range of hydration solutions supports your active life from start to finish. Find your perfect hydration match and keep the good muuvs flowing. #ProactiveHydration #NuunEveryday
• •Headline: Join the Muuvement! Hydrate. Connect. Inspire. Body: Nuun is more than just electrolytes; we're a community of muuvers! Share your sweaty selfies, your hydration hacks, and your personal bests. Let's inspire each other to live life hydrated and fulfilled. Tag @nuunhydration to join the family! #TeamNuun #CommunityLove #EmpowerMoreMuuvment