Brand Tone

aspirational, scientific, and performance-focused, communicating with authority and confidence, using energetic and motivational language.

Brand Values

• •Peak Performance
• •Scientific Credibility
• •Health-Conscious Energy
• •Ambition and Dedication
• •Authenticity

Best Practices

• •Use Aspirational and Active Language: Always use strong verbs and an empowering tone. Focus on what the consumer can achieve with the drink (e.g., "unlock," "fuel," "elevate," "master") rather than just listing features.
• •Reference Science and Key Ingredients: Consistently mention the scientific backing and unique components like Palatinose™, B-Vitamins, and Green Tea Extract to reinforce credibility and differentiate from competitors.
• •Align with the Athlete Mindset: The copy should reflect the values of dedication, discipline, and the pursuit of excellence. Use metaphors related to sports, training, and competition.
• •Maintain a Clean and Confident Tone: Avoid slang, excessive hype, or the aggressive language used by some competitors. The tone should be confident and direct, reflecting the premium quality of the product.
• •Create a Unified Brand Vocabulary: Develop and consistently use a set of core keywords across all platforms (e.g., "sustained energy," "balanced performance," "mental focus," "peak," "state") to build a strong and recognizable brand voice.

Social Perception

The public and customer perception of statedrinks is largely positive, viewing it as a high-quality, premium, and effective performance beverage. It is seen as a serious and legitimate sports drink rather than a generic energy drink, largely due to its strong affiliation with respected professional athletes and its science-backed formulation. The brand is considered a sought-after product among athletes and people with active lifestyles. This perception is cultivated by highlighting its unique ingredients that provide lasting energy without a subsequent crash. The expansion into multiple countries and its presence in thousands of stores signals market trust and growing demand.

Copy Examples

• •Focus isn't just for game day. It's for every day. Unlock sustained energy and mental clarity that lasts long after the final whistle. That's the STATE difference. #StateOfPerformance #NextGenEnergy
• •Engineered for the ambitious. Our STATE Energy drink is formulated with Palatinose™ for a steady release of energy, keeping your blood sugar stable and your mind sharp. No peaks, no crashes. Just pure, balanced performance when you need it most.
• •Tired of energy drinks that drop you before you're done? It's time to change your state. Experience the science of sustained energy. Fuel your workout, your workday, and your goals with statedrinks.
• •(Scene: Quick cuts of a student studying, a designer sketching, a gamer concentrating) Narrator: 'Success is a marathon, not a sprint. You need energy that keeps pace with your ambition.' (Product shot) Narrator: 'STATE. Balanced energy for sustained focus. Find your state.'
• •Your daily vitamins, perfected. Hydrate, refresh, and replenish with STATE Vitamin+. All the essentials, zero sugar, and a crisp, refreshing taste. Elevate your wellness routine.