Brand Tone

Friendly and Approachable, Playful and Fun, Passionate and Proud, Innovative, Community-Oriented

Brand Values

• •Quality
• •Tradition & Heritage
• •Innovation
• •Customer Satisfaction
• •Employee Well-being & Engagement
• •Joy and Fun

Best Practices

• •Embrace Playfulness: Use lighthearted language, fun questions, and emojis (where appropriate, like social media) to reflect the joy of candy.
• •Highlight Tradition with a Modern Twist: Reference the brand's long history and family values, but present them in a fresh, contemporary way that speaks to innovation in flavors.
• •Focus on Sensory Experience: Use descriptive words that evoke the unique soft, fluffy, and melt-in-your-mouth texture and the wide array of true-to-life flavors.
• •Be Inclusive and Welcoming: Emphasize the allergen-free aspects and the idea that there’s a flavor for everyone, fostering a sense of community.
• •Maintain Enthusiasm and Passion: Let the genuine love for taffy and candy-making shine through in all communications, from product descriptions to social media posts.

Social Perception

Customers generally perceive Taffy Town as a provider of high-quality, exceptionally soft, and flavorful taffy. The extensive flavor variety is a major draw, with customers appreciating both classic and novel options. The brand is seen as trustworthy due to its long history and family-owned nature. Their commitment to being nut-free, gluten-free, and soy-free is highly valued by a segment of their customer base. They are viewed as a fun, engaging brand, especially on social media platforms like TikTok. There's an appreciation for their artisanal approach and unique manufacturing process.

Copy Examples

• •Headline: Unwrap a Softer Side of Sweetness. Body: Experience the melt-in-your-mouth difference of Taffy Town. Our unique whipped process makes every bite an airy, chewy delight. What flavor adventure will you choose today?
• •Headline: Over 100 Years of Yum, Now Over 90 Flavors Strong! Body: From our family to yours, Taffy Town has been crafting America's favorite soft taffy for generations. Taste the tradition, explore the innovation.
• •Headline: Not Your Grandma's Taffy (Unless She Had Amazing Taste!). Body: We love the classics, but we’re not afraid to get wild! Dive into a world of flavor, from timeless Vanilla to exciting Chili Mango. Life’s too short for boring candy.
• •Headline: Sweet, Soft, and Worry-Free! Body: Indulge in the deliciousness! Taffy Town is proudly nut-free, gluten-free, and oh-so-smooth. Perfect for sharing (or keeping all to yourself!).
• •Headline: Join the Flavor Party! Body: What’s new at Taffy Town? Follow us for a peek into our candy kitchen, vote on upcoming flavors, and share your sweet moments! #TaffyTownFun