Brand Tone

Authoritative, Scientific, and Aspirational

Brand Values

• •Health & Wellness
• •Scientific Efficacy
• •Authenticity & Trust
• •Performance
• •Innovation

Best Practices

• •Lead with Science, Support with Lifestyle: Always ground your claims in the scientific foundation of the product (doctor-formulated, based on WHO standards). Use this authority to then connect with the aspirational goals of the audience (better performance, healthier family).
• •Maintain an Authoritative, Not Arrogant, Tone: Use confident and direct language. State facts about the product's low sugar content and high electrolyte count clearly. Avoid overly aggressive or boastful language; the science should speak for itself.
• •Emphasize "Low Sugar" as a Key Differentiator: In nearly all communications, highlight the low-sugar aspect as a direct counterpoint to traditional sports drinks. This is a core part of the brand's identity and a major purchasing driver for your target audience.
• •Leverage Founder and Ambassador Stories: Regularly use the authentic stories of the founders (doctor, athletes) and sponsored athletes. This reinforces the brand's credibility and creates a human connection that builds trust and authenticity.
• •Use Consistent Terminology: Stick to a defined set of key terms like "oral rehydration solution," "hypotonic," "doctor-formulated," and "fast, effective hydration" across all platforms to build strong brand recall and a clear, unified message.

Social Perception

The public perceives SOS Hydration as a premium, highly effective, and trustworthy hydration product. It is seen as a healthier and more scientific alternative to traditional, high-sugar sports drinks. The association with elite athletes and its medical-grade formulation lends it significant credibility. Customers who use the product appear to be loyal, often citing its tangible benefits for sports, wellness, and even hangover recovery. The past conflict with New Zealand's MPI seems to have bolstered its reputation among health-conscious consumers as a brand willing to stand for its principles.

Copy Examples

• •Don't just replace fluids. Rehydrate smarter. Our doctor-formulated, low-sugar blend is scientifically proven to hydrate you 4x faster than water. Unlock your peak performance. #SOSHydration #ScienceOfHydration
• •Finally, a hydration solution that works as hard as you do. With 75% less sugar than typical sports drinks and the effectiveness of an IV drip, SOS gives your body what it needs, and nothing it doesn't. Feel the difference.
• •Keep your active family healthy and hydrated. SOS Kids provides essential electrolytes and vitamins with a taste they'll love and the low-sugar formula you can trust. Because smart hydration is a foundation for wellness.
• •Why does SOS work so fast? It's science. We perfected the balance of sodium and glucose to activate your body's natural absorption mechanisms, making your water work faster and more efficiently. It's not magic, it's medical-grade hydration.
• •From the marathon to the boardroom, your performance depends on proper hydration. SOS was created by a doctor and pro-athletes to fight fatigue and boost mental clarity. Rescue yourself from dehydration and conquer your day.