Brand Tone

Trustworthy, Traditional, Caring, Effective, Nostalgic

Brand Values

• •Heritage & Tradition
• •Efficacy & Reliability
• •Trust
• •Australian Made & Owned
• •Versatility
• •Family Well-being

Best Practices

• •Embrace the Heritage: Consistently weave in the brand's long history, its Australian roots, and the idea of "generations of trust." Use phrases like "since 19XX," "a family tradition," "Australia's own."
• •Focus on Gentle Efficacy: Use language that conveys both effectiveness ("proven," "works wonders," "drawing power") and gentleness ("soothing," "caring," "gentle relief"). Avoid overly clinical or aggressive claims.
• •Speak with Warmth and Familiarity: Adopt a tone that feels like a trusted friend or family member offering sound advice. Use simple, clear, and relatable language.
• •Highlight Versatility with Real-Life Examples: Connect the product's multiple uses to everyday situations (e.g., "for grazes from backyard adventures," "relief from pesky mosquito bites," "helping draw out that tricky splinter").
• •Maintain a Nostalgic Appeal (Subtly): While a modern brand, acknowledging the sentimental connection many have can be powerful. Phrases like "the relief you remember" or "just like grandma used" can resonate, but ensure the primary message is still about current efficacy and availability.

Social Perception

Deeply Trusted by Long-Term Users, Nostalgic Connection, Effective "Drawing" Ointment, Preference for Old Packaging (among some), Limited Awareness Among Newer Generations?

Copy Examples

• •Thars: Generations of Care in Every Tube. For over 100 years, Australian families have trusted Thars Antiseptic Ointment to soothe life's little ouches. From scrapes and bites to stubborn splinters, our original formula is still the gentle, effective relief you remember.
• •The Little Brown Ointment. A Whole Lot of Trust. It’s been a staple in medicine cabinets for a reason. Thars Ointment, with its unique drawing properties, gently helps heal and protect. Keep the tradition of care alive in your home.
• •Before 'Quick Fixes', There Was Thars. (And It Still Works Wonders.) In a world of ever-changing trends, some things remain steadfast. Thars Antiseptic Ointment. Proven relief, trusted by generations for cuts, rashes, insect bites, and so much more.
• •Remember That Tin? The Same Trusted Relief is Here. The packaging may have evolved, but the heart of Thars remains. Our time-tested antiseptic ointment, lovingly made in Australia, is ready to care for your family, just like it cared for ours.
• •Your Skin's Quiet Hero for Over a Century. Thars Ointment doesn't shout, it simply works. Gently drawing out impurities, soothing irritation, and protecting your skin. The dependable choice for effective, traditional care.