Brand profiles

BOOST

BOOST's tone is Simple (down-to-earth, accessible, no long words or lofty metaphors), Playful (fun, mischievous, humorous, takes a sideways look at life), Upbeat (enthusiastic, short/sharp confident sentences, pacey not pedestrian, optimistic and friendly), and Human (uses recognisable phrases, slang, social in-jokes and current references in a native, non-cringey way - sounds like your best mate: funny, upbeat, bang up-to-date, friendly not cutting, inclusive not exclusive, energised and passionate).

Hero

No tone of voice set

RAW

Energetic, real, authentic, dynamic - driving real energy to take on the new, break from boring. All-in high energy, feels real with natural lighting and dynamism.

The Breath Co.

Confident and reassuring rather than anxiety-driven; positions oral care as empowering rather than a source of worry about bad breath, avoiding the fear-based, kill/combat/eliminate messaging typical of traditional mouthwash brands.

Waterpik

Bold & direct, confident, enthusiastic and ambitious; clear & authentic, speaking to consumers like real people; conversational, friendly, inclusive and understandable.