Brand Tone

Nostalgic & Traditional, Wholesome & Healthy, Friendly & Comforting, Trustworthy & Authentic

Brand Values

• •Health & Wellness
• •Tradition & Heritage
• •Nostalgia & Comfort
• •Quality & Simplicity
• •Customer Connection & Community

Best Practices

• •Embrace Nostalgia Authentically: Weave in elements of Postum’s rich history and the "warm memories" it evokes for many. Use storytelling that connects with past positive experiences without sounding outdated.
• •Highlight Wholesome Simplicity: Consistently emphasize the natural ingredients (roasted wheat, molasses) and the caffeine-free benefit. The tone should feel clean, honest, and focused on natural goodness.
• •Speak with Warmth and Comfort: Use inviting, friendly, and comforting language. Words like "cozy," "soothing," "comfort," "goodness," and "family" align well with the brand's perceived values and emotional connection with consumers.
• •Be Mindful of Your Audience Segments: While leveraging nostalgia for older audiences, also create copy that educates newer, potentially younger consumers about the unique benefits and taste of Postum as a satisfying coffee alternative, perhaps focusing on the "caffeine-free lifestyle" aspect.
• •Maintain an Optimistic and Reassuring Voice: Given its history of being a "healthier" alternative and its revival due to popular demand, the copy should convey a sense of reliability, trustworthiness, and gentle reassurance. Avoid overly aggressive claims and focus on the positive experience of drinking Postum.

Social Perception

A Nostalgic Comfort Drink, A Healthy Coffee Alternative, A "Love it or Dislike it" Taste, A Resurrected Favorite, Sometimes Perceived as Old-Fashioned, Price Concerns

Copy Examples

• •Headline: Rediscover the Warmth. Your Cozy Postum Moment Awaits. Body: Remember those comforting sips from a simpler time? Postum is back with the same wholesome goodness and rich, roasted flavor you’ve always loved. Caffeine-free, naturally delicious.
• •Headline: Postum: A Tradition of Goodness Since 1895. Body: For generations, families have trusted Postum for a warm, satisfying beverage without the caffeine. Made with simple, natural ingredients like roasted wheat and sweet molasses. Share the legacy.
• •Headline: Unwind Naturally. Sip Your Way to a Calmer Evening. Body: Looking for a soothing, caffeine-free drink to end your day? Postum’s smooth, gentle flavor is the perfect way to relax and enjoy a moment of comfort, without worrying about a sleepless night.
• •Headline: More Than a Drink, It's a Feeling. #PostumGoodness Body: From cherished childhood memories to new family traditions, Postum is all about warmth, comfort, and wholesome enjoyment. What does Postum mean to you? Share your story!
• •Headline: The Original Caffeine-Free Brew. Still Simple. Still Satisfying. Body: Why complicate things? Postum’s classic recipe of roasted grains and molasses delivers a uniquely delicious, full-bodied taste that’s naturally caffeine-free. Taste the tradition.