Tone of Voice

version 3.2 ©2020 PURE GOLD ENERGY 56

Our tone of voice is the "spirit" of PURE GOLD. It embodies our brand promise and speaks the language of our audience. Passionate and creative people who love PURE GOLD, so we want to use words that inspire them and stimulate the senses. Example: energetic, sunny moments you want to share...

We want to paint a picture with our words, but we don't want to write an essay - our audience is made up of active people. Use short, snappy sentences and choose suggestive words. Example: Sparkling with energy, you see everything again with a positive outlook ...

Like a great energizing experience, it's all about finding the right balance. Be sophisticated in word choice but not too big, be colorful but not flashy in descriptions, be relaxed but not overly familiar.

When shooting in reportage style, the viewer is given a ‘fly-onthe-wall’ perspective and everything should feel natural and unrehearsed. Get as close to the action as possible, keeping the product in focus and giving a strong impression of what’s happening in the background. Follow the story, but find ways to include color in a way that adds energy but doesn’t distract from the product. Always try to capture the culmination of the energy: the drink, the company, the atmosphere. If it’s not possible to hire actors because of budget constraints, see what you can do with the setting.

Or see if you can find stock images* that feel like they belong to the story and production style.

*Remember, only use royalty-free images.

version 3.2 ©2020 PURE GOLD ENERGY 58

version 3.2 ©2020 PURE GOLD ENERGY 60

version 3.2 ©2020 PURE GOLD ENERGY 62