Brand Tone

Youthful, energetic, trendy, bold, confident, informal, and uses slang and fast-paced communication, especially on social media.

Brand Values

• •Exclusivity & Scarcity
• •Novelty & Trend-Following
• •Community & Connection
• •Convenience

Best Practices

• •Embrace "The Plug" Persona: Consistently use language that reinforces the brand as a trusted, in-the-know supplier. Use terms like "we got you," "sourced," "exclusive drop," and "plugged in."
• •Stay Urgent and Bold: Use strong, action-oriented language. Incorporate capitalization for emphasis and create a sense of FOMO (Fear Of Missing Out) with words like "Limited," "Now," "Fast," and "Gone."
• •Speak the Language of Your Audience: Continue to integrate current slang and references from youth and internet culture (TikTok trends, memes, popular music). This shows the brand is current and authentic. Hashtags should always be relevant to both the product and the target culture (e.g., #fyp, #viral, #foodie, #Wien).
• •Keep it Visual and Fast-Paced: Ensure the copy supports the visual style. On platforms like TikTok and Instagram Reels, use short, punchy text overlays that match the quick cuts and high-energy music. The copy should be easy to read in a few seconds.
• •Engage Directly and Informally: When responding to comments and DMs, maintain the informal, friendly, and slightly edgy tone. Use emojis, answer questions directly, and acknowledge follower feedback to strengthen the community connection. Avoid overly corporate or stiff language at all costs.

Social Perception

Perceived as the go-to source for unique, trendy, and exclusive international snacks. Seen as cool, modern, and a must-visit. Some criticism exists regarding high prices, but this is generally accepted by the target audience for novelty and exclusivity.

Copy Examples

• •SOLD OUT IN JAPAN. LIVE IN VIENNA. We got our hands on the Fanta White Peach Japan Metal Bottle. This isn't your average drink. It's a whole vibe. Limited stock. When it's gone, it's GONE. Don't sleep on this. #Snackplug #FantaJapan #Wien #ExoticSnacks #LimitedEdition
• •On-screen text: POV: You finally found the REAL Hot Chip Challenge in Vienna. CAPTION: You asked. We delivered. The #HotChipChallenge is officially at Snackplug. Think you can handle the heat? Tag a friend you'd challenge. First one to cry pays. #SnackplugWien #Challenge #ViralSnacks #Prater
• •(Image of shelves full of Takis) TEXT OVERLAY: THE PLUG IS FULLY STOCKED. Your Takis Fuego, Blue Heat, and Dragon Sweet Chili are back. Stop by the Prater shop or our 24/7 vending machines before they disappear again. You know the drill. #Takis #Restock #Snackplug #ViennaEats
• •Why be basic? Snackplug is your official connection to the world's most exclusive snacks and drinks. From viral TikTok treats to rare Japanese sodas, if it's trending, it's here. We are "Der Plug deines Vertrauens." Your search ends here. #Snackplug #ExoticDrinks #AmericanCandy #Vienna
• •HEADLINE: CRAVINGS? DON'T MOVE. BODY: Get the rarest snacks on the planet delivered to your door. Takis, Sour Patch, rare Red Bulls... we've got it all. Find us on Lieferando & Foodora and let the plug come to you. Order now and snack in 30. #SnackplugDelivery #ViennaFood #Lieferando #Foodora