Brand Tone

Approachable and Friendly, Innovative and Modern, Authentic and Passionate, Playful and Fun

Brand Values

• •Cultural Celebration & Introduction
• •Quality and Real Ingredients
• •Innovation and Accessibility
• •Authenticity
• •Community and Shared Experience

Best Practices

• •Stay Authentic and Passionate: Always circle back to the core story of why YOJU was created – the love for yogurt soju and the desire to share Asian-inspired flavors. Let this genuine enthusiasm shine through in all communications.
• •Embrace the "Surprise and Delight" Factor: Acknowledge the novelty of yogurt in a cocktail. Use playful language that invites curiosity and highlights the unexpectedly delicious and refreshing experience.
• •Keep it Visually Vibrant and Modern: Ensure all visual content (social media, ads, website) aligns with the bright, colorful, and contemporary aesthetic of the brand. This reinforces the modern and innovative feel.
• •Be Conversational and Engaging: Use a friendly, approachable tone. Ask questions, encourage user-generated content, and respond to comments in a way that fosters a community around the brand.
• •Highlight Quality and Realness: Consistently mention the use of real fruit, premium soju, and the authentic taste profile. This builds trust and reinforces the value proposition beyond just being a novel drink.

Social Perception

Novel and Intriguing, Surprisingly Delicious, Culturally Significant/Bridging Cultures, High Quality, Award-Winning

Copy Examples

• •Headline: YOJU: Seriously Fun, Surprisingly Smooth. Body: Forget what you think you know about yogurt. We canned the awesome taste of Korean yogurt soju – light, bubbly, and bursting with real fruit. Your new favorite sip is here. #SipYOJU #YogurtSojuRevolution
• •Headline: K-Drama Marathon? KBBQ Night? YOJU is Your Perfect Plus One. Body: Elevate your chill (or your grill!) with the refreshing, creamy taste of YOJU. Real soju, real fruit, real good times. What are you pairing your YOJU with? #YOJUAndChill #KoreanCocktail
• •Headline: Taste the Buzz: Award-Winning Flavor is Now in a Can. Body: YOJU just snagged top honors for its incredible taste! Experience the drink that's changing the RTD game. Creamy, dreamy, and daringly delicious. Find a can near you! #AwardWinningYOJU #DrinkYOJU
• •Headline: From College Dream to Whole Foods Shelves: Our YOJU Journey. Body: We loved yogurt soju so much, we had to share it with everyone! YOJU is our passion, canned. Made by us, for you to enjoy. Cheers to authentic flavors! #YOJUStory #AsianInspired #Founders
• •Headline: Light, Bubbly, and Oh-So-Yummy. (Yes, There’s Yogurt!) Body: Get ready for a flavor adventure! YOJU blends premium soju with the light, refreshing tang of Asian yogurt drinks and real fruit. Think creamy soda, but way cooler. #YogurtDrinkUpgraded #TasteTheUnexpected