Brand Tone

Empathetic & Reassuring, Positive & Uplifting, Direct & Informative, Relatable & Personal

Brand Values

• •Dignity & Confidence
• •Comfort & Practicality
• •Problem-Solving
• •Empowerment
• •Value (Implied)

Best Practices

• •Focus on Empowerment, Not Just Problems: While acknowledging the issue of incontinence, frame the copy around the positive outcomes and renewed confidence the product provides. Use empowering language that lifts the customer up.
• •Use Empathetic and Understanding Language: Show genuine understanding of the customer's experience. Use phrases that resonate with their feelings and challenges, followed by how the product offers a solution (e.g., "We know leaks can be embarrassing, that's why...").
• •Maintain a Reassuring and Gentle Voice: Avoid overly clinical or alarming terms. The tone should be supportive and calm, making the customer feel comfortable and understood.
• •Be Clear, Direct, and Honest: Clearly explain product features and benefits without exaggeration. Build trust by being transparent. Given the mixed reviews, ensuring product claims match performance is crucial.
• •Incorporate Relatable Stories and Testimonials (Authentically): Use language that reflects the positive experiences of real customers (as seen in their testimonials). This makes the brand more relatable and trustworthy, but ensure testimonials are genuine and reflect typical experiences. Highlight stories of regained freedom and comfort.

Social Perception

Mixed: Positive perception from satisfied customers who find the product life-changing. Negative perception from customers experiencing sizing issues, lack of leak-proof performance, and poor customer service.

Copy Examples

• •Headline: Rediscover Your Freedom, Discreetly. Body: Tired of incontinence holding you back? Everdries offers the comfort of your favorite underwear with the 100% leakproof confidence you deserve. Live life fully, without a worry.
• •Headline: The Secret's Out: Comfort & Confidence in One. Body: Everdries look and feel like regular underwear, but they come with a life-changing secret: complete protection against leaks. Washable, reusable, and wonderfully discreet. It's time to feel like yourself again.
• •Headline: More Than Underwear, It’s Peace of Mind. Body: Created from a daughter's love for her mother, Everdries understands your needs. Say goodbye to bulky pads and hello to all-day comfort and the assurance that you’re protected.
• •Headline: Embrace Every Day, Worry-Free. Body: Don’t let bladder leaks dictate your day. With Everdries' super absorbent and comfortable design, you can laugh, move, and enjoy life’s moments with total confidence.
• •Headline: Smart, Sustainable, Secure. Body: Make the switch to Everdries. Not only will you experience incredible comfort and leakproof security, but you’ll also be choosing a washable, reusable solution that’s kinder to your wallet and the planet.