Brand Tone

Problem/Solution-Oriented, Empathetic & Supportive, Scientific & Credible, Direct & Clear, Reassuring

Brand Values

• •Efficacy
• •Relief & Freedom
• •Scientific Backing & Trust
• •Customer Care & Satisfaction
• •Simplicity & Health-Consciousness

Best Practices

• •Focus on the "Why": Always tie product features back to the core customer benefit – freedom from bad breath and restored confidence. Instead of just saying "alcohol-free," explain *why* that matters (e.g., "no burn, no dryness, just effective breath control").
• •Maintain Empathy: Acknowledge the customer's struggle and position ProFresh® as an understanding and effective partner in their journey to better oral health and confidence. Use language that shows you get it.
• •Prioritize Credibility: Consistently reference the scientific backing, dental professional development, and clinical testing where appropriate. This reinforces trust and distinguishes ProFresh® from purely cosmetic products.
• •Be Direct and Clear: Avoid jargon or overly flowery language. The message is about a serious solution to a common problem. Use clear, straightforward language that is easy to understand, especially when explaining how the product works or its benefits.
• •Incorporate Proof: Leverage testimonials and the money-back guarantee in your copy. This provides social proof and reduces the perceived risk for new customers, reinforcing the brand's confidence and commitment to satisfaction.

Social Perception

Effective Solution, Confidence Booster, Trustworthy, A Niche Product for a Serious Concern, Taste/Price as Minor Hurdles

Copy Examples

• •Headline: Tired of Bad Breath Holding You Back? Body: You've tried everything. Gum, mints, endless brushing. But the worry about bad breath lingers. ProFresh® offers a clinically tested solution developed by Dr. Richter to neutralize bad breath at its source, not just mask it. Reclaim your confidence and breathe easy. Finally.
• •Headline: The Freedom of Fresh Breath. Guaranteed. Body: Imagine your life without the constant fear of bad breath. With the ProFresh® BreathCare System, that freedom is real. Our alcohol-free, unflavored formula works 24/7. We're so confident, we offer a 30-day money-back guarantee. What do you have to lose, except your bad breath?
• •Headline: More Than a Mouthwash. It's a New Beginning. Body: ProFresh® isn't just about fresher breath; it's about restoring your confidence and well-being. Developed by a dentist specializing in breath disorders, our system targets the root cause of halitosis. Join millions who have found lasting relief.
• •Headline: Clinically Proven. Customer Approved. Body: Don't let bad breath dictate your life. ProFresh® is clinically tested to fight bad breath effectively. But don't just take our word for it – read the stories of countless individuals who have rediscovered the joy of close conversations and carefree smiles.
• •Headline: Your Last Stop for Lasting Fresh Breath. Body: If you feel like you've tried everything for persistent bad breath, ProFresh® is here for you. Our unique, dentist-formulated system provides the "care" in oral care, delivering results you can count on. Start your journey to truly fresh breath today.