Brand Tone

Friendly, Passionate, and Educational

Brand Values

• •Sustainability
• •Effectiveness & Quality
• •Safety
• •Customer-Centricity

Best Practices

• •Lead with the 'Why': Always connect the product back to the core value of sustainability. Whether it's a coffee pod or a surface cleaner, the first message should be about making a better choice for the environment.
• •Balance Passion with Proof: Combine passionate, mission-driven language with concrete proof points. Use specific numbers (e.g., 'save thousands of pods,' 'makes up to 20 litres') and scientific concepts (e.g., 'enzyme-based,' 'breaks down uric acid crystals') to build credibility.
• •Use a 'Problem-Agitate-Solve' Framework: Identify a common customer pain point (guilt over pod waste, stubborn pet smells), agitate it by explaining the consequences (landfill impact, lingering odor crystals), and present your product as the ideal solution.
• •Embrace Your Community: Actively encourage and feature user-generated content and testimonials. Use language like 'Join the TRUEECO family' or 'See what our customers are saying' to build social proof and foster a sense of belonging.
• •Keep it Simple and Clear: While the science behind the products is a good proof point, the primary messaging should be simple, friendly, and easy to understand. Avoid overly technical jargon and focus on the end benefit for the customer: a great coffee, a clean home, and a clear conscience.

Social Perception

Customers perceive TRUEECO as highly trustworthy and effective, valuing its eco-friendly mission and the proven quality of its products, backed by positive reviews and responsive customer service.

Copy Examples

• •Tired of pet odors that just won't quit? Stop masking smells, eliminate them! Our enzyme-based cleaners don't just cover up odors—they destroy them at the source. Safe for your furry friends, your family, and the planet. See why thousands of Aussie pet owners have made the switch. Shop Now & Enjoy a Fresher Home.
• •Your daily coffee, without the daily waste. One TRUEECO pod can save thousands of single-use capsules from ending up in landfill. It’s a small change to your routine that makes a big impact on our planet. ☕️♻️ #TrueEco #SustainableLiving #ReusableCoffeePods
• •Great Coffee That Doesn’t Cost the Earth. Enjoy a rich, delicious brew while saving money and reducing your environmental footprint. Compatible with your Nespresso® machine. Find Your Perfect Pod.
• •Subject: The secret to a home that always smells fresh (even with three dogs). Preview: Hint: It's not harsh chemicals...
• •Product: Urine Eliminator Concentrate. Copy: Why buy water? Our powerful concentrate gives you the cleaning power you need while saving you money and reducing plastic waste. Just one bottle makes up to 20 litres of our best-selling, pet-safe odour eliminator. Better for your wallet, even better for the planet.