Brand Tone

Encouraging and Familial, Solution-Oriented and Beneficial, Direct and Informative

Brand Values

• •Family Connection
• •Well-being and Development
• •Joy and Fun
• •Health and Good Eating
• •Digital Detox/Balance

Best Practices

• •Recognize that copy often needs to appeal to both parents (who are likely purchasers and share the values of less screen time) and teens (who need to see the activity as cool, fun, and not a chore).
• •Use playful and relatable language, similar to the 'ABBAP' term, to engage teenagers.
• •Focus on the benefits of cooking beyond just the product features, emphasizing family connection, fun, and well-being.
• •Consistently tie product features back to the core brand values: family connection, fun, an alternative to screen time, skill-building, and well-being.
• •Maintain a balance between being informative and encouraging, providing necessary details while also highlighting the enjoyment and benefits of cooking.

Social Perception

A brand that is seen as supportive, fun, and beneficial for families, especially for teenagers who are looking for alternatives to screen time. The brand should be perceived as promoting well-being, family connection, and skill-building through cooking.

Copy Examples

• •Initier et faire aimer la cuisine et les fruits et légumes à nos enfants (introduce and make our children love cooking and fruits and vegetables).
• •Concocter des moments délicieusement conviviaux (concoct deliciously convivial moments).
• •Explore our range of teen-friendly kitchen gear and bring more 'bien dans sa peau' moments to your family. #TeenEnToque #UnplugAndCook
• •From Phone Zombie to Kitchen Whiz: 5 Ways Cooking Boosts Your Teen's Awesome-ness (and yours!).
• •ABBAP (Ados Boutonneux Bien-aimés Accros du Portable) - Pimply Beloved Teens Addicted to Mobile Phones