We structured every message using Aristotle’s three persuasion elements.

Ethos: We establish credibility through consistency and transparency, not by claiming false authority. Our real credibility comes from product quality. Pathos: We identified real emotional anxieties (choice paralysis, heat stress, family responsibility) and addressed them through narrative, not features. Logos: Brewberry teaches people that delicious and healthy can coexist. Instead of listing nutritional facts, we communicate the philosophy: why should anyone have to choose between health and taste?

Furthermore, we studied how synchronous and asynchronous communication work differently. Stories create real-time urgency, long-form content allows autonomous engagement. More importantly, we applied uses and gratifications theory—we recognized that different audience segments have different needs (parents want care, youth want independence) and created a message that addresses each. This builds community based on shared values, not just consumption.

Moreover, we applied framing theory to reshape how consumers think about beverage choice. It changes the conversation from «What drink should I buy?» to «How do I care for myself in the heat?» By controlling which topics get discussed the brand controls what consumers think about.

Critical theory taught us that hiding ideology erodes trust. We chose the opposite approach: we’re explicit about our values (health matters, families matter, false choices are wrong). As a result, this allows consumers to decide whether our ideology aligns with theirs.