Brand Tone

Practical & Solution-Oriented, Confident & Assuring, Eco-Conscious & Responsible, Friendly & Relatable, Innovative & Modern

Brand Values

• •Effectiveness & Performance
• •Quality & Durability
• •Sustainability & Eco-Friendliness
• •Simplicity & Convenience
• •Customer Satisfaction
• •Innovation

Best Practices

• •Always Emphasize "Water Only" Cleaning: This is a core differentiator and supports the eco-friendly and cost-saving messages. Make it a prominent feature in most communications.
• •Show, Don't Just Tell: Utilize before-and-after visuals, demonstration videos, and user-generated content to powerfully illustrate the product's effectiveness. This reinforces claims with tangible proof.
• •Maintain a Confident but Approachable Voice: Be bold about the product's benefits and quality ("#1 in Europe", patented technology) but remain friendly and helpful in customer interactions and advice.
• •Highlight "Made in Italy" and Durability: These aspects convey quality, value for money, and distinguish the brand from cheaper, less durable alternatives. Link this to smart investment.
• •Be Consistent Across All Channels: While the style might adapt slightly (e.g., more informal on TikTok), the core messages of effectiveness, eco-friendliness, quality, and simplicity should remain consistent across the website, social media, and marketing materials.

Social Perception

Highly Effective Product, Good Value for Money (despite initial cost), Eco-Friendly Choice, Time-Saving, Trustworthy Brand

Copy Examples

• •Headline: Stop Scrubbing, Start Scracchio-ing! Body: Tired of endless bottles of chemical cleaners? Discover the Italian secret to a sparkling home. The Scracchio cloth cleans everything, from greasy stovetops to streaky windows, with JUST water. Save time, save money, save the planet. Experience the magic. #ScracchioClean #WaterOnly #EcoCleaning
• •Headline: Your Home’s New Best Friend: The Scracchio All-Surface Cloth. Body: Imagine: one cloth, zero chemicals, countless gleaming surfaces. That's the power of Scracchio. Made in Italy with patented fiber technology, it’s built to last and designed to impress. Dust, polish, degrease, and dry in a single pass. Ready for a cleaning revolution?
• •Headline: The Future of Clean is Here. And it's Chemical-Free. Body: Why expose your family and pets to harsh detergents? Scracchio offers a powerful, proven clean using only tap water. From sparkling glassware to spotless car interiors, see the difference our revolutionary cloths make. Join millions who’ve made the switch to a smarter, healthier clean.
• •Headline: Less Effort, More Sparkle. That's the Scracchio Promise. Body: We believe cleaning shouldn't be a chore. Our Scracchio cloths are designed to halve your cleaning time and double your satisfaction. Durable, effective, and eco-friendly – it’s the cleaning solution you’ve been waiting for. Try Scracchio today and reclaim your time!
• •Headline: Seen the TikTok Hype? It's Real! Scracchio Works Wonders. Body: From viral cleaning hacks to rave reviews, Scracchio is the name on everyone’s lips. This isn’t just another cloth; it’s your secret weapon for a flawlessly clean home without the chemical fuss. Get yours and see what all the fuss is about! #TikTokMadeMeBuyIt #ScracchioMagic #EffortlessCleaning