Brand Tone

Empowering & Supportive, Educational & Informative, Ethical & Transparent, Approachable & Friendly, Passionate & Purpose-Driven, Positive & Optimistic

Brand Values

• •Sustainability
• •Health & Safety
• •Social Impact & Empowerment
• •Inclusivity
• •Education & Destigmatization
• •Quality & Durability
• •Community

Best Practices

• •Always Lead with Empowerment and Positivity: Frame messages around the benefits, freedom, and confidence Ruby Cup provides, rather than focusing on negative aspects of menstruation.
• •Integrate the "Why" (Social Impact): Weave the "Buy One, Give One" mission and the broader goal of fighting period poverty into communications naturally. It’s a core part of the brand's DNA, not just an add-on.
• •Educate, Don't Just Sell: Provide valuable, clear, and accessible information about menstrual health and cup usage. Position the brand as a knowledgeable and trustworthy resource.
• •Use Inclusive and Approachable Language: Speak to a diverse audience, avoiding jargon where possible or explaining it clearly. Foster a welcoming and supportive tone that makes everyone feel comfortable.
• •Show, Don't Just Tell, Through Stories: Utilize testimonials, user-generated content, and narratives from the BOGO program to illustrate the product's benefits and the brand's impact in a relatable and authentic way.

Social Perception

Ruby Cup is widely perceived as a trustworthy and ethical brand that genuinely cares about its customers and making a positive impact on the world. Customers view the product as high-quality, effective, and a good investment. The "Buy One, Give One" program is a significant differentiator and is highly praised, contributing to a strong positive brand image. The brand is seen as a leader in the movement towards sustainable and destigmatized menstruation. There's a strong sense of community around the brand, with users feeling like they are part of a larger movement for good. They are perceived as approachable and responsive to customer needs and feedback.

Copy Examples

• •Instagram Post (Image: Diverse group of smiling people holding Ruby Cups): Your period just got an upgrade. ✨ Experience comfort, freedom, and a cycle that gives back. With every Ruby Cup, you’re choosing a healthier planet AND empowering someone in need with a cup of their own. Join the #RubyCupRevolution and transform your period, and hers. #MenstrualCup #SustainablePeriods #BuyOneGiveOne #PeriodPower
• •Facebook Ad (Carousel showcasing product benefits and BOGO impact): Tired of tampon waste and monthly costs? Make the switch to Ruby Cup! 🌱 ✓ 12 hours of leak-proof protection. ✓ Reusable for up to 10 years. ✓ Made from 100% medical-grade silicone. PLUS, for every cup you buy, we donate one to a person without access to safe period products. Learn more and find your perfect fit: [Link to website]
• •TikTok Video Script (Energetic, quick cuts): (Scene 1: Person looking frustrated with disposable pads/tampons) Ugh, period problems? (Scene 2: Person smiling, holding a Ruby Cup) Meet Ruby Cup! Easy to use, comfy, and lasts YEARS! (Scene 3: Animation showing 'Buy One, Give One') Best part? You buy one, we give one to someone who needs it! 💖 #RubyCup #PeriodHacks #EcoFriendly #SocialGood #PeriodPositive
• •Website Homepage Headline: Rethink Your Period. Embrace a Healthier, More Sustainable, and Empowering Cycle with Ruby Cup. For You, For Her, For the Planet.
• •Email Newsletter Snippet (Focus on impact): This month, thanks to your support, 500 more Ruby Cups reached young women in rural Kenya, giving them the freedom to stay in school and pursue their dreams. Your choice makes a real difference. Read their stories and see your impact: [Link to blog/impact page]