concept brand . invented by tongue
loosen
A low-dose THC social tonic. The drink for the part of the night where everyone finally relaxes.
The loosening, none of the wreckage.
Loose, not lost.
— the brief
A new-category drink has about four seconds to explain itself before someone reaches for the wine instead. Loosen needed a launch sequence that builds want before the bottle's even available, then turns curiosity into a first order on day one.
— The work . THE launch sequence . 3 emails
It sells the feeling and the gap in the market before it sells the product. By the time the bottle's named, the reader already wants what it does. The dry, unhurried voice is the opposite of wellness-brand earnestness, which is exactly why it cuts through.
Email 01 · 6-7 days pre-launch · the teaser
Subject A
Something's coming. No rush.
Subject B
A drink for the bit between wine and bed
Preview
Not booze. Not a hangover. Keep reading, slowly.
There's a gap in your evening. You've felt it.
Too late to stay sharp, too early to give up entirely. The bit where you want to soften, not switch off. Wine overshoots it. Tea undershoots it. Nothing quite lands.
We made something for exactly that gap. It arrives [date].
We'd tell you to set a reminder, but that feels like a lot.
Email 02 · LAUNCH DAY · the LAUNCH
Subject A
It's here. Loosen up.
Subject B
The drink that does what wine keeps pretending to
Preview
That gap in your evening? Filled.
Meet Loosen. A low-dose THC tonic for the easy part of the night.
Two and a half milligrams. Enough to drop your shoulders and open the conversation. Not enough to lose the plot, or the morning after.
No hangover. No invoice. No 3am performance review of everything you said.
Cold, over ice, the moment you walk in the door.
Ships [region]. 21+. Sip, don't sprint.
Email 03 · +3 TO 4 days · the MOMENTUM
Subject A
Going faster than we'd planned
Subject B
Turns out we weren't the only ones missing this
Preview
First batch is nearly gone. No pressure. Some pressure.
We made what we thought was plenty. We were wrong.
The first run is moving faster than we'd planned, and the reorders started before the boxes had landed. ("Finally," said roughly everyone.)
If you've been thinking about it, and you have, now's the moment to stop thinking about it.
We'll wait. But the batch won't.
— hOW IT RUNS
TRIGGER
The pre-launch list. The sequence builds want before the bottle exists.
SEQUENCE
Email 1 (teaser) 5 to 7 days before launch. Email 2 (launch) on go-live. Email 3 (momentum) 3 to 4 days later.
SUPPRESS
Email 3 skips anyone who already ordered. No scarcity nudge to a customer who's already in.
SEND TIME
Late afternoon. It's an evening drink. Land it when the evening's already in view.
— THE RANGE · product copy
Citrus
Grapefruit, dry
Bright, dry, barely sweet. Grapefruit with a pinch of salt. Tastes like the first warm evening of the year, before anyone's said anything they regret.
Dark
Cherry cola
Deeper, moodier, faintly grown-up. Bitter cherry and cola bark. For the second one, when the lights have gone down on their own.
Zero
No THC
All the ritual, none of the lift. For the designated, the off-duty, the just-not-tonight. Nobody needs to know which one you're holding.
— THE RANGE · WEBSITE HERO
tagline
Loose, not lost.
subheadinG
A low-dose THC social tonic for the part of the night wine keeps overshooting. Enough to soften the evening, not enough to write it off.
cta
Section · how it feels
tHE PART WHERE YOU EXHALE
2.5mg of THC. Enough to drop your shoulders and let the conversation find its own way. Not enough to lose the plot, or the morning after. You stay you. Just the version that stopped checking the time.