Brand Tone

approachable, trendy, and enthusiastic

Brand Values

• •Variety and Selection
• •Convenience
• •Social Experience
• •Responsibility

Best Practices

• •Stay on Trend: Continue to monitor and incorporate trending audio, memes, and challenges on platforms like TikTok and Instagram to maintain a relevant and youthful voice.
• •Use Conversational Language: Employ a friendly and casual tone in all communications. Use slang and emojis where appropriate to connect with the target audience on a personal level.
• •Encourage User-Generated Content: Actively feature customer posts and stories. This not only provides social proof but also reinforces the community aspect of the brand.
• •Be Visually Driven: Prioritize high-quality, vibrant photos and videos that showcase the products and the in-store experience in an appealing way.
• •Maintain a Consistent Call to Action: Whether it's "shop now," "visit us," or "find us on Grab," ensure that the desired action is clear and consistent across all platforms to drive conversions and engagement.

Social Perception

Soju Express is perceived as a go-to liquor store, especially among a younger, social media-savvy audience in the Philippines. Their physical stores are seen as "underrated spots" and "hidden gems." The brand has a growing online community, active on TikTok and Instagram, with marketing efforts aligned with the "K-wave" contributing to its popularity.

Copy Examples

• •Your weekend just got a major upgrade. Introducing the new [Product Name]! 🔥 Get that perfect buzz delivered straight to your door. Tap the link in bio to shop now! #SojuExpress #NewDrinkAlert #WeekendVibes
• •Tired of the usual? Discover your new favorite spot at Soju Express. 🤙 With the widest selection of drinks and the chillest vibes, we're the perfect pre-game destination. Tag your crew! #HiddenGem #BGCfinds #SojuExpress
• •Lazy night in? We got you. 😉 Your favorite drinks from Soju Express are just a few taps away. Find us on Grab and Pickaroo for hassle-free, same-day delivery. #SojuDelivery #StayInAndDrinkUp #ConvenienceIsKey
• •What's your go-to soju cocktail? 🍹 Drop your recipes below! We might just feature the best one on our feed. #SojuMix #CocktailHour #SojuExpress
• •From soju to single malts, we've got it all. 🍾 Explore our massive collection and find your perfect pour. Visit us at [Location] or shop online! #LiquorStore #WideSelection #SojuExpress