Brand Tone

Playful, Encouraging, Informative, Relatable and Friendly

Brand Values

• •Health & Wellness (without sacrifice)
• •Innovation
• •Transparency
• •Joy & Inclusivity
• •Empowerment

Best Practices

• •Embrace Positivity and Empowerment: Focus on what consumers gain (deliciousness, ability to enjoy treats) rather than solely on what they avoid. Use encouraging language that makes them feel good about their choices.
• •Keep it Playful and Relatable: Use vibrant, friendly language. Don't be afraid of emojis (where appropriate, like social media) or a bit of humor. Write as if you're talking to a friend who loves candy but also cares about their well-being.
• •Educate Simply: Clearly explain the benefits (low sugar, plant-based, no artificial ingredients) without overwhelming jargon. Make the "smart" choice easy to understand and appealing.
• •Prioritize "Kick Sugar, Keep Candy™": This mantra is central. Ensure copy consistently reflects the idea of enjoying the pleasure of candy without the negative consequences of excessive sugar.
• •Be Visually and Verbally Cohesive: Ensure the playful, colorful visual branding is matched by equally upbeat and clear copy. The words and images should work together to tell the same encouraging story. Use active voice and clear calls to action.

Social Perception

Generally viewed very positively as a game-changer in the low-sugar confectionery market. Praised for offering a "guilt-free" way to satisfy candy cravings. Appreciated for its commitment to natural ingredients and avoiding artificial sweeteners and sugar alcohols. The taste and texture are often highlighted as being impressively close to traditional sugary candies, though individual preferences vary. Strong appeal among health-conscious individuals, those on specific diets (like keto), parents seeking better options for children, and diabetics. The bright, cheerful branding is well-received.

Copy Examples

• •Sour, sweet, and oh-so-smart! 😉 Our Sourmelon Bites are packed with juicy watermelon flavor, NOT sugar. Kick sugar, keep the deliciousness. What's your go-to SmartSweets flavor for a sunny day? ☀️ #SmartSweets #KickSugarKeepCandy #LowSugarSnacks #WatermelonLove
• •Missing your candy fix but not the sugar crash? We get it! That's why we created SmartSweets – all the yum, with only 1-3g of sugar per bag. Indulge wisely and feel good about it! Tap to explore our candy aisle. #SweetFreedom #SmartChoices #CandyLover
• •Finally! Candy you can feel good about. Plant-based, bursting with flavor, and smartly sweetened with 87%-92% less sugar than traditional candy. Dive into deliciousness! #SmartlySweetened #GuiltFreeTreats (Note: "Guilt-Free" should be used cautiously, "Feel Good Treats" is often preferred now)
• •POV: You found candy that's low sugar AND actually tastes amazing. 🤯 Grab your SmartSweets and join the #KickSugar movement! #SmartSweetsChallenge #CandyHacks #TreatYourselfRight
• •Hey Smartie! Ready to make your snack drawer a little sweeter (and smarter)? We believe enjoying treats shouldn't mean a sugar overload. Discover how we pack big flavor with low sugar, and why our community is obsessed! Plus, get a sneak peek at [New Product/Offer]. #SmartlySweet #CommunityLove