Brand Tone

Energetic & Upbeat, Youthful & Trendy, Approachable & Friendly, Playful & Witty, Benefit-Oriented & Conscious

Brand Values

• •Social Connection
• •Balanced Lifestyle
• •Fun & Enjoyment
• •Modernity & Innovation
• •Transparency (implied)

Best Practices

• •Stay Upbeat and Positive: Use energetic language. Focus on the positive aspects of social experiences and the benefits of the product. Avoid negative framing.
• •Embrace Youthful Language (Authentically): Incorporate relevant slang or trendy phrases where appropriate, but ensure it feels natural and not forced. Keep the language accessible and relatable to a younger audience.
• •Highlight the "Benefit" Subtly: Weave in the functional advantages (electrolytes, low-cal, low-sugar) without sounding like a health lecture. Frame them as enablers of a good time and better mornings.
• •Encourage Engagement and Social Sharing: Use calls-to-action that invite interaction (e.g., "What flavor are you grabbing?", "Tag your party crew"). Leverage user-generated content to reinforce the social aspect.
• •Maintain Visual-Verbal Cohesion: Ensure the copy complements the vibrant, social, and modern imagery used in branding. The words and pictures should tell the same energetic and aspirational story.

Social Perception

A "Smarter" Choice, Good for Social Gatherings, Taste and Variety, Hangover Helper (or Preventer), Trendy and Aspirational

Copy Examples

• •Headline: Sip, Socialize, Sparkle. ✨ (And actually feel good tomorrow.) Body: After Hours isn't just a seltzer, it's your new party partner. Packed with electrolytes, 0 sugar, and all the good vibes. #DrinkAfterHours #HydrateWhileYouCelebrate
• •Headline: Weekend Plans? We've Got the Seltzer. Body: Don't let next-day drag kill your vibe. Our electrolyte-infused seltzers are here to keep the good times flowing, and the mornings easy. What flavor are you grabbing? #AfterHours #SeltzerWithBenefits #WeekendReady
• •Headline: Low Cal, High Vibes. That's the After Hours Promise. Body: Why choose between a good time and a good morning? With just 100 calories, 0g sugar, and a boost of electrolytes, you get both. Cheers to that! 🥂 #ZeroSugar #ElectrolyteBoost #PartySmarter
• •Headline: Your Social Life Called. It Wants Better Seltzer. Body: Upgrade your go-to drink. After Hours delivers refreshing flavor AND electrolytes to keep you in the moment, not worrying about tomorrow. Find your flavor at buyafterhours.com. #DrinkSoiree #AfterHoursUpgrade #SocialSips
• •Headline: Meet Your New +1: Electrolytes. Body: Bringing the fun doesn't mean you have to bring the regret. After Hours seltzers are crafted with electrolytes for smarter sipping. So go ahead, RSVP yes. #AfterHours #SmartSipping #PartyFuel