Karma Cola’s 3-word mission statement

We're huge fans of Karma Drinks (they wrote Joe's fav bit of copy of all time) and this one is no exception. In 3 words, they've packed in their mission, given you a reason to buy their drink AND managed to take a direct shot at their competitors. So, so good.

The most memorable challenger brands aren't just for something, they're against something.

Karma isn't just a good drink, it's a direct rejection of every exploitative supply chain in their category. That opposition is baked into three words. So: what's your nemesis? Not a specific competitor you'd get in legal trouble for naming, but the thing your category normalises that you refuse to accept.

Exploitation, over-priced, greenwashing... Name it (even sneakily, like this) and you'll not only present yourself as the better version of your competitor, but you'll also speak to your people. It's really clever. (And if you can do a twist on a well-known phrase to do it? Even better.)