Vemma Latino - Editorial Style Guide (English)

E d i t o r i a l S t y l e G u i d e

E d i t o r i a l S t y l e G u i d eCommunication Style Standards Version 1.0

Welcome to the Vemma Editorial Identity Guide

This guide has been developed to help all employees, new and existing, maintain consistent messaging about the Vemma brand and products in all communication initiatives. It establishes the guidelines we use in our Vemma marketing collateral. By reviewing this guide, you will learn how we distinguish our marks and brands, and get to know our tone and personality, characteristics and identity that set us and our products apart from other companies.

The Vemma brand identity is uniquely ours and is essential to our expansion. With your help in implementing the items outlined in this guide, our style, tone and brand essence will continue to be that which our Brand Partners have come to know and embrace, no matter where we are in the world.

Please use this guide as a resource for keeping our Vemma brand image consistent and credible.

3Communication Style Standards

O U R M I S S I O N About Vemma

T a b l e o f C o n t e n t s

Writing about Vemma Nutrition Company

Writing Style for Vemma®

Writing Style for Vemma Verve®

Writing Style for Vemma Bod•ē™

Writing Style for Vemma NEXT®

Writing Style for the Vemma Referral Bonus Plan

Editorial Guidelines

Editorial Style

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O U R M I S S I O N Writing Style

WritingMarketing communication pieces have a purpose and a target audience. The message should always convey the appropriate brand. Our message must be concise and direct, to immediately convey key information.

Message & Voice

AudienceVemma communications are most often directed to Brand Partners or Customers. We tailor each piece specifically to the target audience. Begin by identifying what’s in it for them — what’s the main point they need to be aware of, including the call to action? This will capture your audience and keep them engaged. The other key to success is keeping it brief. More on that in a moment!

LanguageIn writing, clarity is the goal. Keep it short, interesting and to the point, and your audience will stick with you to the end. Marketing pieces may require a more fun, exciting and lively tone, while corporate communications are professional and informational. Either way, copy that is clear, concise and direct should provide the basis for every communication.

VoiceVemma is a fun, modern company with an approachable, friendly, yet professional voice. We prefer writing that is clear, down-to-earth, and not too scientific. Anybody reading the Vemma marketing collateral can understand it without a degree in chemistry! Strategic briefs, a tool we use to outline and describe a project, will always provide suggestions for the desired tone in any given piece. It’s up to you to keep it simple, keep it relevant and keep it professional!



Writing About Vemma Nutrition Company

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O U R M I S S I O N About Vemma Nutrition Company

Communication Style Standards

About Vemma o Vemma Nutrition Company is a premier industry leader specializing in premium liquid nutrition. Combined

with a rewarding business opportunity, Vemma allows people the opportunity to live a better quality of life, both physically and financially.

o Vemma was founded in 2004 by CEO and Founder, BK Boreyko, along with his co-founding sisters, Karen and Lauren Boreyko.

o The dynamic referral-based Vemma rewards model has paid out millions to tens of thousands of Brand Partners in about 50 countries around the world.

o Unlike typical business models, Vemma empowers Brand Partners to refer the Vemma products and opportunity to others by providing them with a free website, training tools, marketing materials, events and much more. Vemma’s referral concept rewards Brand Partners directly. The company seeks entrepreneurial-minded individuals with the desire to be healthy and in business for themselves, and provides personalized support every step of the way.

o Vemma is a company that cares, and BK devotes a large portion of his personal and corporate resources to enrich the lives of others.


About Vemma Nutrition CompanyW r i t i n g A b o u t V e m m a N u t r i t i o n C o m p a n y

The Vemma brands include: o Vemma®, the flagship nutrition product featuring 12 full-spectrum vitamins, over 65 plant-sourced minerals,

wildcrafted, whole-fruit mangosteen including the pericarp (rind), organic glyconutrient-rich aloe vera and organic decaffeinated green tea. This clinically studied formula is included in all Vemma products.

o Verve® Energy Drink, an insanely healthy combination of natural caffeine and energy-producing nutrients, available in, low natural sugar, low-carb or zero sugar options.*

o Verve® Energy Shot, a portable, low-carb energy shot with natural caffeine and a concentrated energy blend.

o Vemma Bod•ē™, a first-of-its-kind healthy weight solution that helps curb your appetite, increase your energy and provide the nutritional support necessary to transform your body.*

o Vemma NEXT®, a complete children’s supplement for ages 2 to 12 to support a child’s growing mind and body.*

About BK o BK Boreyko, Founder and CEO, is the man behind the

mission to make a positive difference in people’s lives.

o A native of Calgary, Alberta, BK learned personal and business development skills from his entrepreneurial-minded parents, who stressed the importance of caring about people and living by the Golden Rule. Their untimely passing due to health complications motivated BK to help others improve their health.

o With 20+ years of experience in the wellness industry, BK founded Vemma in November 2004, based on the concept of people helping people to live healthier, more rewarding lives. His contagious energy, “anything is possible” attitude and fresh approach to marketing set him apart as an entrepreneur, a pioneer in liquid nutrition, as well as a success coach and philanthropist.



Positioning Statement o Vemma is a multimillion-dollar company supported by a forward-thinking team of leaders with decades of

experience in worldwide network marketing.

o We put Brand Partners first.

o With a highly effective business model, we leverage cutting-edge technology to help our Brand Partners train, teach and recruit.

o Years of product research and development, led by Vemma Chief Scientific Officer, Dr. Yibing Wang, M.D., Ph.D., stand behind our clinically studied, ultra-premium nutritional formula.

o For Vemma Founder and CEO BK Boreyko and his sisters, Karen and Lauren, the mission to make a positive difference in the lives of others is both a tribute to and a legacy left by their mother, Dottie Boreyko. This passion is shared by tens of thousands of Vemma Brand Partners around the world.

o In support of this fundamental value, Vemma helps to improve the lives of children around the world through philanthropic projects that have a direct and significant impact on the health and wellness of the children they serve. Vemma works with deserving nonprofit organizations to help the world’s children live healthier lives, one child at a time.

o The Dottie Boreyko Foundation is a nonprofit organization founded to honor Dottie Boreyko’s philosophy of putting children first, and her lifelong commitment to helping those in need. Funds raised support the Foundation’s two key charitable organizations — Children’s Miracle Network Hospitals® and HealthCorps® — as well as other projects that improve the health and wellness of children around the world.

Taglines o Making a positive difference starts with people helping people.

Company Characteristics o Simple

o Selling the dream

o Living the life you deserve

o Rewarding

o Lucrative

o Dynamic

o Cutting-edge

o Industry leader

o Global


About Vemma Nutrition CompanyW r i t i n g A b o u t V e m m a N u t r i t i o n C o m p a n y

What makes Vemma unique? o Vemma understands that high-quality nutrition is the key to helping maintain good health. The physician-

formulated, clinically studied Vemma formula nourishes the body’s 63 trillion cells with a full spectrum of 12 vitamins and antioxidants, plus more than 65 major, trace and ultra-trace, plant-sourced minerals known to help support the health of organs, bones and the immune system.*

o The Vemma formula includes the unique and exotic mangosteen superfruit from Southeast Asia, widely known in the wellness community as the “Queen of Fruits” for its high antioxidant levels and exquisite taste, as well as the legendary properties of organic glyconutrient-rich aloe vera and organic decaffeinated green tea for additional antioxidant protection.*

o All Vemma products bear the Vemma Formula Inside seal, which guarantees that the product contains the clinically studied blend of 12-full spectrum vitamins, plant-sourced minerals, mangosteen superfruit, organic gylconutrient-rich aloe vera and green tea in every serving.

Target Audience o Entrepreneurial-minded individuals

with the desire to be healthy, who want an opportunity to earn a residual income by sharing products they believe in with others.

o Customers who want to be healthy and enhance their overall wellness.



Phrases o People helping people

o Making a positive difference

o Enriching the quality of life

o Enhancing the lives of people through premium liquid nutrition for greater health and wellness

o Revolutionary leader in health and wellness

o Over $1 billion in sales

o Helped pioneer liquid nutrition over 14 years ago by introducing the number-one-selling liquid mineral supplement in North America

o Selling the dream

o Love the way you feel

o Nutrition for a Lifetime™

o Enhancing your life, physically and financially

o Essential for Life

o Opportunity to live the life you want

Tone o Knowledgeable

o Approachable/Friendly/Conversational

o Integrity

o Results-driven

o Professional

o Hip

o Modern

o Progressive

o Ethical

o Backed by science

Words o Established

o Forward-thinking

o Progressive

o Stable and growing

o Honest

o Caring

o Simple

o Generous

o Ethical

o Reliable

o Lucrative

o Rewarding

o For everyone

o Dynamic

o Cutting-edge

o Innovative

o Industry leader

o Vibrant

o Quality

o Professional

o Customer-service oriented

o Premium

o 100% satisfied policy

Key Words & Phrases

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.



Writing Style for Vemma®



StoryWorld’s Most Powerful Liquid AntioxidantVemma is an ultra-premium antioxidant formula that contains 12 full-spectrum vitamins, plant-sourced minerals, wildcrafted, whole-fruit mangosteen and pericarp, organic glyconutrient-rich aloe vera and organic decaffeinated green tea for the ultimate nutritional foundation. Featuring the unique Eastern and Western wellness philosophy of Vemma Chief Scientific Officer, Yibing Wang, M.D., Ph.D., Vemma incorporates the advantages of thousands of years of traditional Chinese medicine along with cutting-edge, Western-based scientific principles. The Vemma formula is physician-formulated, clinically studied, independently tested and manufactured in FDA-inspected facilities with the highest quality standards for a results-driven product. This proprietary formula is quite possibly the most powerful liquid antioxidant product available anywhere.

o Powerful, bioavailable, complete, ultra-premium formulation.

o Contains 12 full-spectrum vitamins, over 65 plant-sourced minerals, wildcrafted, whole-fruit mangosteen and pericarp (rind), organic glyconutrient-rich aloe vera and organic decaffeinated green tea.

o Combines Eastern and Western wellness philosophy of Vemma Chief Scientific Officer, Yibing Wang, M.D., Ph.D.

o Physician-formulated, clinically studied, independently tested and manufactured in FDA-inspected facilities with the highest quality standards for a results-driven product.

o Daily liquid supplement that nourishes your body’s 63 trillion cells with the optimal supply of phytonutrient-rich mangosteen, vitamins, plant-sourced minerals and whole food nutrients for long-term health.*


About VemmaW r i t i n g S t y l e f o r V e m m a ®

Positioning StatementVemma is a complete and convenient liquid formula that makes it easy to get the vitamins, minerals and antioxidants you need to form a solid nutritional foundation.* Available in two 32-oz bottles or 30 individually bottled two-oz servings, Vemma is more bioavailable than caplets or tablets, is easy to drink and tastes great!

Taglines o Primary: The world’s most powerful liquid antioxidant.

Product Highlights o Vemma’s formula helps:

o Protect and support a healthy heart.*

o Enhance immune response and support your immune system.*

o Create abundant energy.*

o Fight free radicals.*

o Promote good vision.*

o Support a normal, healthy intestinal tract.*

o Maintain healthy skin, eyes, teeth, gums and hair.*

o Phytonutrient-rich mangosteen superfruit

o 90+ nutrients nourish the body at the cellular level and defend against everyday impurities*

o 12 full-spectrum vitamins and antioxidants

o Over 65 major, trace and ultra-trace plant-sourced minerals

o Organic glyconutrient-rich aloe vera and organic decaffeinated green tea

o Complete

o Ultra-premium

o Antioxidants, phytonutrients, natural energy

o The nutrient power contained in a daily two-oz. serving of Vemma is your added “wellness insurance” for filling nutrition gaps in your diet (see grocery bag comparison)

o Liquid/bioavailable — easy to take and easy for the body to use

o Clinically studied

o Physician-formulated

o Independently tested

o Carefully manufactured in FDA-inspected facilities for a product that is true to what is listed on the label and a brand you can trust




What makes Vemma unique? o Offers the opportunity for long-term, optimal health through a complete daily liquid supplement that

tastes great and is easy to take.

o 12 full-spectrum vitamins (including antioxidant vitamins) — Vital for health and well-being.*

o Plant-sourced mineral blend — Over 65 major, trace and ultra-trace ionic, life-giving nutrients.

o Phytonutrient ingredients — A blend of powerful plant and natural components that help promote good health.*

o Mangosteen superfruit — An abundant supply of whole fruit mangosteen and beneficial pericarp (rind) extract. The mangosteen has some of the highest quantities of xanthones found in nature.

o Organic glyconutrient-rich aloe vera — A powerful phytonutrient known to provide the body with many beneficial effects.*

o Organic decaffeinated green tea — For additional antioxidant power and phytonutrient protection.

o No artificial sweeteners

o No artificial colors

o No gluten

o No preservatives

o No BPA packaging

o No soy

o No dairy


Target Audience o Individuals of all ages who are interested

in vitality and building a strong nutritional foundation for overall health and well-being.*




o Tone

Tone of Voice o Conversational

o Straightforward

o Backed by science

o Appeal to mainstream audience, but maintain “ultra-premium” tone

o In order to include said Vemma product claims, substantiation from credible sources is necessary.

Summary of the principles behind the tone of voice

o Vemma is a physician-formulated, clinically studied formula. The buying behavior and thought process behind purchases shows that Brand Partners and Customers are research savvy, comparison shop and seek facts and evidence.



Word Bank & Phrases

Words o Nutrition

o Essential

o Wellness

o Well-being

o Healthy

o Vitamins

o Essential Minerals

o Organic glyconutrient-rich aloe vera

o Organic decaffeinated green tea

o Eastern/Western wellness

o Bioavailable

o Liquid

o Complete

o Scientific

o Clinically studied

o Antioxidants/Antioxidant-rich

o Physician-formulated

o Mangosteen, “Queen of Fruits”

o Ultra-premium

o Phytonutrients

o Xanthones

o Ionic

o Major, trace and ultra-trace, plant-sourced

Key Phrases o The world’s most powerful liquid antioxidant

o More than 65 major, trace and ultra-trace plant-sourced minerals

o Features mangosteen, known as the “Queen of Fruits,” a rare Asian superfruit that supplies some of the highest quantities of phytonutrient-rich xanthones, which contain potent antioxidant properties

o Includes organic ingredient sources known to enhance overall health

o Organic and decaffeinated green tea for additional antioxidant power

o Vemma is your added “wellness insurance” for filling in nutritional gaps in your diet

o 12 full-spectrum vitamins

o Premium liquid nutrition

o Fights damaging free radicals

o Invest in and protect your health daily with Vemma to keep you living life to the fullest*

o Superior Nutrition for the Fast Lane!


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Vemma (premier nutritional supplement) — 32-oz or 2-oz bottles

Audience: For anyone — ages 2 to 102

Verve® Energy Drink (nutritionally charged energy drink) — 8.3-oz cans

Audience: For anyone, but primarily adults

18 years and older

Verve® Energy Shot (low-carb) — 2-oz bottles

Audience: Adults 18 years and older

Vemma Bod·ēTM (healthy weight solution) — 8-oz cans; 3-oz and 2-oz concentrates

Audience: Adults 18 years and older

Vemma NEXT® (children’s formula) — 32-oz or 2-oz bottles

Audience: Children ages 2 to 12



Brand Hierarchy

How does the Vemma product relate to other Vemma products, how are the core values the same, and how does it have its own unique personality?

o All Vemma products feature the “Vemma Formula Inside” seal

o The Vemma formula is carried throughout all of our wellness products to give people choices for superior nutrition that best fits preferences and lifestyle

o Vemma is unique in that it’s a daily liquid supplement that ensures a person receives the optimal amounts of nutrients for superior health and wellness

o It harnesses the nutritional attributes of the mangosteen superfruit




Writing Style for Vemma Verve®

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StoryVerve Energy DrinkWhat better way to ensure you get your daily supply of vitamins and minerals than an energy drink you can feel good about drinking? Verve shatters the typical energy drink mold with its insanely healthy ingredients. This innovative product features the clinically studied Vemma formula plus natural caffeine and energy-enhancing nutrients.* With the highest antioxidant value of any energy drink, Verve provides complete nutrition and sustained energy without the empty calories, jitters or fatigue.*

Boasting a refreshing, lightly carbonated tropical flavor, Verve delivers insanely healthy energy when you need it most.* Choose from low natural sugar, low-carb Bold or zero sugar varieties.

Verve Energy ShotWhen you are short on time and low on energy, recharge with the Verve Shot for a rush of healthy energy unlike any other!* It doesn’t fuel your body with B vitamins alone; instead, it provides 160mg of natural caffeine (about two cups of coffee), energy-enhancing nutrients, along with 12 full-spectrum vitamins, plant-sourced minerals and powerful antioxidants included in the Vemma formula.*

With a great-tasting tropical flavor and only 3g of carbohydrates, 2g of sugar, and 10 calories per serving, it’s a natural, low-carb energy shot choice for people on-the-go who are mindful of their overall health.* Include the convenient 2-oz Verve Shot in your pocket, purse or carry-on for instant, sustainable energy anytime, anywhere.*

About Verve



About VerveW r i t i n g S t y l e f o r V e r v e ®

Positioning StatementVerve is a healthy energy drink that refuels and revives the body quickly, without a jittery feeling.* With a convenient and fast-acting boost of energy, natural caffeine, along with the Vemma formula, Verve is an ideal choice for anyone looking to cover their nutritional gaps and obtain energy to carry them through the day.*

THREE POWERFUL PRODUCTS INSIDE VERVE 1. A refreshing and fast-acting energy blend 2. An ultra-premium vitamin and mineral supplement 3. A powerful superjuice with the mangosteen superfruit and organic aloe vera

PERFECT ENERGY, PERFECT CHOICEWe live in a fast-paced society that lacks energy; Verve offers a healthy alternative to sugar- and caffeine-laden energy drinks/shots. Whether you’re charging through the morning rush or craving a pick-me-up to beat the midday slump, choose Verve for anytime energy.

Verve Energy Drink:

o Lightly carbonated 8.3 fl oz beverage

o Refreshing tropical flavor

o Vemma formula

o Natural caffeine

o Unique blend of energy-enhancing ingredients

o Low natural sugar sweetened with fructose, zero sugar sweetened with sucralose or low-carb Bold sweetened with stevia, cane sugar and xylitol

Verve Energy Shot:

o Non-carbonated 2 fl oz low-carb shot for easy portability

o Refreshing tropical flavor

o Vemma formula

o 160mg of natural caffeine

o Unique blend of energy-enhancing ingredients

o Sweetened with a blend of natural fructose and sucralose

Taglines o Primary: Insanely healthy energy*

o Be smart. Drink different.

o Rethink your energy drink®

o A radically different energy drink

o Feel like a rockstar without turning into a monster

o An energy drink you can feel good about

o Your best shot for healthy energy

o Healthy energy on demand

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Product Highlights o Vemma formula

o Verve appeals to nearly everyone seeking a healthy alternative to sugar- and caffeine-laden energy drinks/shots

o Choose your level of energy with Verve Energy Drink or Verve Shot

o A refreshing and lightly carbonated functional beverage (energy drink) that delivers your daily supply of vitamins and minerals, and provides antioxidant protection from the mangosteen superfruit, along with the energy you crave, all in one can.*

o For complete nutrition and sustained energy, Verve combines the clinically studied Vemma formula of 12 full-spectrum vitamins and more than 65 plant-sourced minerals, with natural caffeine and the added benefit of energy-producing nutrients.*

o One can of Verve or Verve Zero Sugar is comparable to about one cup of coffee’s worth of caffeine — 80mg of natural caffeine.

o One can of Verve Bold is comparable to about one and a half cups of coffee — 120mg of natural caffeine.

o One Verve Shot contains 160mg of natural caffeine, comparable to about two cups of coffee.

o Verve Energy Drink utilizes natural caffeine, which scientists and nutritionists believe may support brain function, vitality and overall health.*

o Verve Shot utilizes coffee bean as the source of natural caffeine, which is the most widely consumed of caffeine plant sources.

o Verve’s amino acid-rich energy blend includes:

o Taurine — an amino acid that is an important component for a wide range of activities and has been shown to support athletic and cognitive performance when used in combination with caffeine.*

o D-Ribose — a sugar that occurs naturally in all living cells and enhances energy production in heart and muscle tissue.*

o Inositol — a B vitamin that helps with cellular communication as well as the overall support and health of the body.*

o Choline chloride — a phospholipid naturally found in the nervous system tissues that supports a variety of functions in the body.*

What makes Verve unique? o Verve offers a unique way to acquire daily nutrition while boosting energy levels throughout the day.

o It’s a healthy alternative to sugary and highly caffeinated energy drinks and sodas.

o It’s three products in one.

o Verve provides the energy you want and the nutrition your body needs.

o It has a refreshing tropical taste, which makes it an enjoyable beverage.

o Verve is a lifestyle beverage you can feel good about drinking, with that extra boost of energy, and the added benefit of receiving your nutrition for the day.

About Verve



Target Audience o Verve appeals to people who are seeking

a nutritious and sustained energy boost without the jittery sensation found in high-caffeine products.


O U R M I S S I O N About Verve

Tone

Tone of Voice o Cool and hip

o Appeals to all lifestyles seeking nutrition and energy for increased activity

o Lively/active lifestyle

o Backed by science

Summary of the principles behind the tone of voice o Energy drinks are a mainstream yet popular product category with an action-oriented, bold tone.

o Verve is a better choice due to its healthy supply of nutrition to help revitalize the body with an extra boost during the mid-morning rush or afternoon slump.

o It’s backed by science, with a healthy selection of ingredients (mangosteen, full spectrum of vitamins, etc.).

Word Bank & Phrases

Words o Energy-enhancing/ Energy/ Energizing

o Revitalizes

o Nourishes

o Supports

o Nutritious

o Convenient

o Healthy

o Nutrition

o Vitamins

o Mangosteen

o Tropical Flavor

o Refreshing Taste

o Protects

o Protects, trace and ultra-trace, plant-sourced



Key Phrases o Insanely healthy energy

o Maximum nutrition

o Fast-acting

o Sustained energy

o No jitters

o Natural caffeine

o A refreshing and lightly carbonated functional beverage (energy drink) that delivers your daily supply of vitamins and minerals, and provides antioxidant protection from the mangosteen superfruit, as well as the energy you crave, all in one.*

o Energy and health, all in one.

o Verve’s inclusion of the Vemma formula, ultra-purified reverse osmosis carbonated water and rich energy blend sets it apart from the competition.

o Verve shatters the typical energy drink mold with its insanely healthy ingredients, without the high-caffeine, high-sugar after effects.*

o Verve is fortified with the clinically studied Vemma formula of 12 full-spectrum vitamins and plant-sourced minerals, natural caffeine, plus the added benefit of energy-enhancing nutrients.*

o One can of Verve or Verve Zero Sugar is comparable to about one cup of coffee’s worth of caffeine — 80mg of natural caffeine.

o One can of Verve Bold is comparable to about one and a half cups of coffee — 120mg of natural caffeine.

o One Verve Shot contains 160mg of natural caffeine, comparable to about two cups of coffee.

o Utilizing natural guarana seed extract, nutritionists believe this natural caffeine source may help to enhance athletic performance.

o Verve provides complete nutrition and long-lasting energy without the empty calories, jitters or fatigue.*

o Verve delivers insanely healthy energy and nutrition when you need it most.

o Verve has the highest antioxidant value of any energy drink (backed by test results).

o Verve is sweetened with a low amount of sugar — natural fructose.

o Verve Zero Sugar is sweetened with sucralose, a non-sugar sweetener.

o Verve Bold is sweetened with organic sugar cane, xylitol and stevia.


O U R M I S S I O N About Verve

Brand Hierarchy

How does this product relate to other Vemma products, how are the core values the same, and how does it have its own unique personality?

o Full dose of Vemma formula in each serving of Verve, Verve Zero Sugar and Verve Bold Energy Drink

o Half dose of Vemma formula in each serving of Verve Energy Shot




Writing Style for Vemma Bod•ē™


O U R M I S S I O N About Bod•ē

StoryTransform Your Body and LifeImagine having tons of energy and being excited about transforming your look … and your life.* Vemma Bod•ē is a first-of-its-kind healthy weight solution comprised of convenient and results-driven products with a sustainable eating plan to make achieving a healthy weight something you can succeed at.*†

The Bod•ē Transformation Plan and Bod•ē products were developed by Vemma Chief Scientific Officer, Yibing Wang, M.D., Ph.D., with Eastern (cardiology) and Western (genetic obesity) wellness expertise, and in collaboration with TV Celebrity Transformation Specialists, Chris and Heidi Powell. Vemma Bod•ē challenges what has been done before and allows you to eat smaller meals more often. As a result, you experience a satisfied feeling instead of the hunger or deprivation so many other weight management programs leave you with.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. † To be used in conjunction with a healthy diet and daily exercise.


W r i t i n g S t y l e f o r B o d • ē ™

Positioning StatementVemma Bod•ē is a healthy weight solution to help you achieve your weight management goals. The Vemma Bod•ē products include the clinically studied Vemma formula, along with proprietary ingredient blends to enhance your body’s burn potential, curb your appetite, increase energy levels and deliver the nutritional support your body needs.*

TaglinesBod•ē Shake:

o The Powell Perfect meal replacement shake.

Bod•ē Burn:

o Enhance your body’s burn potential.*

Bod•ē Cleanse:

o Enhance your results by removing the impurities weighing you down.*

Bod•ē Rest:

o Optimize your body’s nightly restorative process.*

Bod•ē Thirst:

o Healthy hydration to support your every move.

o Thirst no more.

o Healthy hydration anytime, anywhere.

Product HighlightsBod•ē Shake: Bod•ē Shake is a one-of-a-kind, nutrient-dense meal replacement designed to feed your body’s 63 trillion cells with the perfect balance of protein, carbohydrates and healthy fats to achieve a healthy weight.*

o Vemma formula

o 16 grams of a proprietary blend of whey protein concentrate, organic pea protein and organic whole grain brown rice protein

o 7 grams of soluble fiber

o 24 grams of carbohydrates

o 690 milligrams of Omega-3 essential fatty acid (ALA)

o Thick, creamy Vanilla Ice Cream and Chocolate Ice Cream flavors

o Preservative and hormone-free

o No artificial sweeteners, colors, flavors, trans fat or high fructose corn syrup

o Available in a 16-serving bag or convenient 16-serving box individual packets for on the go

About Bod•ē



Bod•ē Burn: Featuring a first-of-its-kind ingredient combination, Bod•ē Burn keeps your body in high gear by enhancing its burn potential, curbing your appetite, increasing energy, and delivering the nutritional support you need … all via a refreshing, lightly carbonated 8-oz beverage or super convenient 3-oz concentrate!*

o The clinically studied Vemma formula enhances immunity and overall health.*

o Wildcrafted, whole-fruit mangosteen and beneficial pericarp (rind) extract provides some of the highest quantities of phytonutrients (xanthones) found in nature.

o 20 grams of protein — hydrolyzed collagen with pea and rice works to suppress your appetite and protects against muscle loss.*

o 7 grams of soluble fiber helps you feel fuller and satisfied longer, while maintaining insulin levels already in the normal range.*

o L-Theanine enhances mental alertness and focus.*

o 100mg of natural caffeine with EGCG fires up your energy level.*

o Conjugated linoleic acid (CLA) supports healthy muscle mass.*

o Resveratrol is thought to promote antiaging and have strong, restorative antioxidant properties.*

Bod•ē Cleanse: Bod•ē Cleanse is a gentle, yet effective healthy weight solution that prepares your body for a transformation by removing the impurities weighing you down.* Its 2-oz concentrate formula is easily mixed with water and helps support healthy liver and digestive functions, cleanse impurities at the cellular level and nourish your body for overall health.*



o 10 grams of soluble fiber provides intestinal regularity with probiotic-friendly ingredients.*

o Fennel is an herb used to help enhance digestion.*

o Senna leaf promotes intestinal regularity.*

o Ginger root assists with healthy digestion.*

o Milk thistle seed supports healthy liver function.*

o Burdock root provides antioxidant support.*

o Dandelion root assists with liver and digestive function.*

o Marshmallow root supports healthy digestive function.*

o Peppermint is known to assist with the digestion process.*

o Yellow dock enhances digestive function.*

o Apple pectin supports healthy regularity in conjunction with soluble fiber benefits.*

o Artichoke leaf enhances digestive and liver function.*


o Glucomannan promotes healthy elimination of waste and bodily toxins.*

About Bod•ē



O U R M I S S I O N

Bod•ē Rest: Bod•ē Rest feeds your body with the same weight loss blend of ingredients included in Bod•ē Burn zero caffeine, along with key nutrients known to prepare your body for rest, enhance your body’s nightly restorative processes and nourish your body for overall health.*



o 20 grams of protein — hydrolyzed collagen with pea and rice works to suppress your appetite and protects against muscle loss.*

o 7 grams of soluble fiber helps you feel fuller and satisfied longer, while maintaining insulin levels already in the normal range.*

o L-Theanine helps with relaxation and focus.*

o Conjugated linoleic acid (CLA) supports healthy muscle mass.*


o Our restorative blend features natural amino acids, such as L-arginine and GABA, with herbal extracts, including chamomile and valerian, known to support your body’s nightly restorative processes.*

Bod•ē Thirst: Bod•ē Thirst transforms water into a flavorful, healthy hydration beverage to support your every move before, during and/or after exercise.* Activated with 16 fl oz or more of cold, purified water, this noncarbonated 3-oz concentrate helps hydrate your body’s 63 trillion cells and provides supplementation support from the clinically studied Vemma formula.*

o Vemma formula

o 1,500 milligrams of 1.5 grams three protein-building amino acids to support the body during activity.*

o Replenishes with four hydrating electrolytes to help hydrate the body, as well as support muscle and cellular function.*

o Provides nutritional support.*

o Protects against cellular damage.*

o Hydrates the body’s 63 trillion cells for optimal performance.*

o Features D-Ribose to enhance energy production.*

o Includes an all-natural sweetener blend of xylitol, organic cane sugar and stevia to provide a low-calorie and low-sugar healthy hydration beverage.

o No artificial colors or flavors, sweeteners, preservatives or caffeine; no BPA packaging.

o Available in a box of 24 three ounce concentrate bottles for on-the-go hydration, made easy.

About Bod•ē



About Bod•ē

Bod•ē Transformation Plan The Vemma Bod•ē Transformation Plan is an innovative eating plan that, when used in conjunction with the Vemma Bod•ē products, is designed to create contrast in the body. The plan instills the habit of eating smaller meals more often to support results, thus giving you a satisfied feeling, instead of hunger or deprivation.*

Each food cycle is seven days, which serves as a milestone that you can commit to and achieve, while offering flexibility to eat an array of foods you enjoy eating. Variety makes all the difference for your body transformation, because you begin to focus on eating smart proteins with smart carbohydrates to boost muscle and keep your metabolism in high gear.* You even get to indulge once in a while!

o Concept of carb cycling to create contrast in the body

o Helps reprogram how your body uses food and helps you understand how timely eating, through carb cycling, helps achieve your weight management goals


W r i t i n g S t y l e f o r B o d • ē

What makes Vemma Bod•ē unique? o Vemma Bod·ē combines results-oriented products with an innovative eating plan that uses the concept of

carb cycling to help make achieving a healthy weight something you can succeed at.*†

o Vemma Bod·ē line of products supports healthy weight management from a multidimensional approach, and were developed by Vemma Chief Scientific Officer who has his M.D. in cardiology and his Ph.D. in genetic obesity.

o TV Celebrity Transformation Specialists and Vemma Bod·ē spokespeople Chris and Heidi Powell, promote and educate Brand Partners on the Vemma Bod·ē products and plan.

o Allows you to eat the foods you love via smaller meals more often without leaving you feeling hungry or deprived.

o Bod·ē products provide your body the nutrition it needs so it can go to work getting rid of the fat you no longer want.

o Bod·ē plan keeps the body from adapting by alternating between low-carb days and high-carb days; you even get to indulge at the end of every weekly carb cycle to reward yourself.

o Convenient, great-tasting products combined with a sustainable eating plan to help you reach your desired weight.

Target Audience o Adults (18 years and older) who are

looking for a healthy weight solution to help them achieve their desired weight.*†

About Bod•ē

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease. †To be used in conjunction with a healthy diet and daily exercise.


O U R M I S S I O N About Bod•ē

Tone

Tone of Voice o Motivational

o Authentic

o Results-oriented

o Conversational

Summary of the principles behind the tone of voice The Vemma Bod•ē products and Vemma Bod•ē Transformation Plan combine to create an innovative approach to weight loss. Customers and Brand Partners are looking for results-oriented products with real results they can see. Before and after photos and testimonials, popular television spokespeople, and explanations of the science behind the products help lend credibility and clarity to the line.

Word Bank & Phrases

Words o First-of-its-kind

o Results-driven

o Revolutionary

o Bod•ē Transformation Plan

o Carb cycling

o Transform your life

o Transform your body

o Cutting-edge support

o Personalized coaching

o Chris Powell 12-Week Bod•ē Challenge

o Free award-winning, Vemma Bod•ē mobile app

34

O U R M I S S I O N About Bod•ēKey Phrases

o First-of-its-kind healthy weight solution*

o Bod•ē transformation

o Transform your body and health

o Helps enhance your body’s burn potential, curb your appetite, increase your energy and restore your body with nutritional support.*

o Get ready for a transformation.

o You give us 12 weeks, and we’ll give you a whole new you!

Bod•ē Shake

o Curbs your appetite with a satiating supply of protein and fiber to keep you feeling full longer.

o Boosts your body’s natural burning power with vital protein, carbohydrates and healthy fats to fuel your day. *

o Protects against cellular damage with antioxidants.*

o Provides your nutritional support.

o A one-of-a-kind, nutrient-dense meal replacement.

o Powell Perfect meal replacement shake.

Bod•ē Burn

o Supports healthy weight management and fires up your energy level.*

o Enhances mental alertness and focus.*

o Enhances your body’s burn potential.*

o Curbs your appetite.*

o Increases your energy.*

o Provides nutritional support.

o Kicks your body into high gear throughout the day to maintain insulin levels already in the normal range.*

Bod•ē Cleanse

o Helps enhance digestion.*

o Helps remove the impurities weighing you down.*

o Promotes intestinal regularity.*

o Assists with healthy digestion.*

o Supports healthy liver function.*

o Promotes healthy elimination of waste and bodily toxins.*

o Provides antioxidant support.*

o Assists with healthy liver and digestive functions.*

o Cleanses impurities at the cellular level.*

o A pure and gentle way to prepare your body for a transformation.*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.


About Bod•ēBod•ē Rest

o Supports healthy muscle mass.*

o Helps with relaxation and focus.*

o Prepares your body for rest.*

o Enhances your body’s natural restorative processes.*

o Nourishes your body’s overall health.*

o Your body is doing amazing things, even when you’re sleeping.

Bod•ē Thirst

o A healthier alternative to high-calorie, sugar-laden sports drinks.

o Transforms water into a flavorful, healthy hydration beverage.

o Thirst no more.

o Healthy hydration to support your every move.

o Helps increase your daily water intake to naturally give you a feeling of fullness.*

o Ideal solution to support success on the Bod•ē Transformation Plan.

o Activated by water.

o Hydrates the body’s 63 trillion cells for optimal performance.

o Replenishes nutrients lost during physical activity with four hydrating electrolytes.

o Supports the body after activity with three protein-building amino acids.

o Nourishes by delivering ultra-premium nutritional supplementation with your daily water intake.

o Protects against cellular damage with the antioxidant-rich Vemma formula*.

o A healthy hydration beverage perfect for any lifestyle.

o No artificial sweeteners, colors, flavors or preservatives



Brand Hierarchy o Contains the Vemma formula in each of the Bod•ē products.

o Vemma Bod•ē is a first-of-its-kind healthy weight solution offering results-oriented products and an innovative eating plan, while delivering the nutrition your body needs.*


About Bod•ē



Writing Style for Vemma NEXT®



StoryNutrition for the Next Generation

o BK based this product on his own children’s nutritional needs. After studying market research/statistics, he realized many children, during the critical growing/developmental stages, are in need of this supplementation and decided to make it a not-for-profit product.

o It’s amazing the big difference a little 2-oz bottle can make — especially to millions of children who are not getting enough to eat.

o In a country of such abundance, it is disheartening to know over 16 million children in the United States are faced with hunger. This lack of access to good quality food creates huge nutritional gaps in the diets of these children, putting them at higher risk for health and development challenges now and in the future.

o Ideal for children ages 2 to 12, Vemma NEXT is the finest and most complete children’s supplement available anywhere.

About NEXT


W r i t i n g S t y l e f o r N E X T ®

Positioning StatementVemma NEXT is physician-formulated and designed to support children’s health and nutrition. For the growing years of ages 2 through 12, this product contains the clinically studied Vemma formula, along with an enhanced nutrient blend unique to children’s nutritional needs.

Through the philanthropic efforts of Vemma’s Dottie Boreyko Foundation, Vemma established the NEXT Helping Now Project, through which we work with deserving organizations, such, as the Children’s Miracle Network Hospitals,® the Cleveland Clinic and Feeding America Network Food Banks, to help the world’s children live healthier lives, one child at a time. For every month’s supply purchased, we donate a month’s supply of Vemma NEXT to benefit a child in need.

Taglines o Primary: Nutrition for the NEXT Generation

o The finest and most complete children’s supplement available anywhere

o NEXT Helping Now Project

o From One Child to the NEXT

o One for one

Product Highlights o Kid-tested, creamy orange flavor

o Vemma formula

o Enhanced nutrient blend, including:

o DHA — An all-natural, vegetarian source of omega-3 fatty acid (DHA) known for brain and eye support*

o Choline — A B-complex vitamin that aids in brain development*

o Quercetin — A group of flavonoids that give many fruits and vegetables their coloring; an antioxidant perfect for growing bodies*

o 14 organic fruits and vegetables — A blend of phytonutrient extracts to help fill in nutritional gaps

o Hypoallergenic

o No preservatives, artificial flavors, colors, sweeteners, gluten, GMO or BPA packaging

About NEXT



O U R M I S S I O N

What makes NEXT unique? o Most kids don’t get the recommended amount of fruits and veggies; children need essential vitamins,

minerals and nutrients to grow and develop properly, and NEXT helps fill in these gaps.

o Vemma NEXT provides children who are typically picky eaters and those who are underfed/malnourished the nutrition their growing minds and bodies need.

o Offering the most complete children’s supplement available, NEXT is physician-formulated and features the Vemma formula, along with an enhanced nutrient blend unique to children’s nutritional needs.

o Kids enjoy the creamy orange flavor, so they’re more inclined to take it every day, and parents gain peace of mind knowing they are providing their children with ultra-premium nutrition.

o For each month’s supply purchased, Vemma donates a month’s supply of NEXT to a child in need.

Target Audience o Vemma NEXT is formulated for growing

children ages 2 to 12.

About NEXT


About NEXTW r i t i n g S t y l e f o r N E X T ®

Tone

Tone of Voice o Practical, speaks emotionally to parents

o Fun and lighthearted

o Backed by science

Summary of the principles behind the tone of voice o Parents worry about their kids not eating properly or receiving proper nutrition every day.

o Feel-good messaging — the purchase is not only positively impacting the health of their child, but it is also helping to make a positive difference in the lives of children in need.

o Giving back/philanthropy messaging — doing good in the community where children are in need of nutrition (Feeding America Network food banks, Father Joes’ Villages, Cleveland Clinic and Children’s Miracle Network Hospital®).


O U R M I S S I O N About NEXT

Word Bank & Phrases

Words o 12 full-spectrum vitamins

o Plant-sourced mineral blend

o Beta-carotene

o Phytonutrient ingredients

o DHA

o Choline

o Quercetin

o 14 organic fruits and vegetables

o Clinically studied Vemma formula

o Creamy orange flavor

o Prebiotics

o Ultra-premium children’s nutritional supplement

o Finest and complete


Key Phrases o Superjuice for super kids

o Kid-friendly, kid-tested

o Parent-approved

o Tastes great (creamy orange flavor)

o Easy to drink

o Nutrition for the NEXT generation

o Ideal for children ages 2 to 12

o Vemma NEXT is the most complete children’s supplement formula available anywhere.

o Formulated by some of the best wellness experts in the industry, the physician-formulated blend combines one ounce of the clinically studied Vemma nutrition formula, along with targeted nutrients to support a child’s growing mind and body.*

o NEXT is the only children’s formula that contains Vemma’s clinically studied nutrition blend, along with DHA (an omega-3 fatty acid), quercetin and a prebiotic to help support digestive health.*

o Vemma NEXT has a kid-tested, creamy orange flavor with no preservatives, artificial colors, flavors or sweeteners.

o NEXT contains nutrients that meet or exceed 100% of the USRDA.

o NEXT provides delicious and balanced nutrition for children, including those with poor eating habits.

o Hypoallergenic

o Preservative-free, gluten-free

o BPA-free packaging

o Vemma NEXT is available in a month’s supply of two 32-oz bottles or 30 two-oz bottles.

o It contains low natural fructose sweetener with an amount comparable to the sugar in half of a small apple.

o The Vemma “NEXT Helping Now Project” is part of Vemma’s mission to help the world’s children live healthier lives, one child at a time.

o For every month’s supply purchased, we donate a month’s supply of Vemma NEXT to benefit a child in need.


About NEXTW r i t i n g S t y l e f o r N E X T ®

Brand Hierarchy

How does this product relate to other Vemma products, how are the core values the same, and how does it have its own unique personality?

o Kid-appropriate dose of Vemma formula

o Unique nutrient blend specific to children’s nutritional needs, ages 2 to 12 , to ensure optimal growth and development

o This physician formula was designed by some of the most talented minds in the wellness industry, with BK’s own children in mind




Writing Style for the Vemma Referral Bonus Plan


O U R M I S S I O N About the Vemma Referral Bonus Plan

Plan

StoryMaking a Difference Starts with People Helping PeopleOur business model is designed to reward those who promote the Vemma products, through the Vemma Referral Bonus Plan. This plan is based on the simple two team-building concept — a left side team and a right side team. A monthly Auto-delivery order activates a Vemma Brand Partner’s account for four weeks, including the volume week in which the order is placed, plus a one-week grace period.


W r i t i n g S t y l e f o r t h e V e m m a R e f e r r a l B o n u s P l a n

Plan HighlightsThe Vemma Referral Bonus Plan allows Brand Partners the opportunity to earn immediate and long-term income. The Bonus Plan also rewards and recognizes Brand Partners when they rank advance, with incentives including a Vemma- or Verve-branded vehicle and luxurious vacations.

What makes the Vemma Referral Bonus Plan unique? The Vemma Referral Bonus Plan plays out a true 50% of the Commissionable Volume (CV) weekly, so Brand Partners have the opportunity to get paid every week!

Tone

Tone of Voice o Informative

o Encouraging

o Straightforward

o Lucrative

o Rewarding

o Motivational

Summary of the principles behind the tone of voice

Our goal is to motivate and inspire Brand Partners with generous rewards and recognition. We want to be clear when conveying rules and qualification guidelines, and inspiring when we describe the fabulous rewards that can be achieved!

Target Audience o Vemma Brand Partners and prospects.

About the Vemma Referral Bonus Plan

Plan


O U R M I S S I O N

Word Bank & Phrases

Words o Active

o Auto-delivery

o Brand Partner

o Commissionable Volume (CV)

o Earning(s)

o Eligible

o Downline

o Enrollment line

o Enrollership volume

o Four (4) week periods

o Left side and right side teams

o Long-term income

o Momentum Bonus Qualified

o “Paid As”

o Personally enrolled

o Platinum Club Car Allowance

o Qualified

o Qualifying Volume (QV)

o Rank

o Rank Advancement

o Rank Advancement period

o Reward points

o Short-term income

o Sponsor

o Upline

o Volume periods


Key Phrases o In order to be considered active, you must have an Auto-delivery

base order with a 60-reward-point minimum order every five weeks.

o Commissionable Volume (CV) and Qualifying Volume (QV) are also known as “reward points.” The value associated with the specific product that allows you to build cycles and earn bonuses.

o When you introduce someone to the Vemma Opportunity and sign them up, you are their personal Enroller. Your Enroller is the person who introduced you to Vemma.

o The term Sponsor refers to the person immediately above you in the Vemma Commission structure. You are the Sponsor of the two (2) Brand Partners immediately below you, one on each side of your team.

o An enrollment line consists of those who are connected by being personally enrolled. For example, your personally enrolled Brand Partners and their personally enrolled Brand Partners are part of an enrollment line.

o Rank Advancement and other recognition will be based on four (4) week periods and calculated when bonuses are run for the last week of the four (4) week period.

About the Vemma Referral Bonus Plan

Plan





O U R M I S S I O N Editorial Guidelines

The Vemma Style Guide takes precedence over any other copy guidelines and follows the Associated Press Stylebook. AP Style’s clear, concise writing and punctuation helps guide readers — not confuse them. Please refer to the Associated Press Stylebook for additional information not included here.


Editorial GuidelinesE d i t o r i a l G u i d e l i n e s

Commonly Used Terms:

Auto-deliveryBack OfficeBK Boreyko bioavailableBrand Partner Clinically studiedC-reactive protein (CRP)Customer Enrolleremailfull spectrum (noun)full-spectrum (adj)Garcinia mangostanaHome OfficeInternetlogin/signup/setup (noun)log in/sign up/set up (verb)online

fl oz/oz plant-sourced“Queen of Fruits”Success Coachsuperfruitsuperjuiceultra-traceultra-premiumU.S.web pagewebsiteWebmasterWell-beingwhole fruitwildcraftedVemma formulavoicemail-rich (ie: nutrient-rich)

Trademarks o Use trademarks (™ and ®) in the first mention of the applicable product name.

Do not manually superscript/subscript trademarks, in order to avoid spacing issues. Vemma®

Vemma Verve® Vemma Bod·ē®

Vemma NEXT®

Punctuation o Periods and commas fall inside double quotation marks (xxx.”)

o Serial comma = NO (x, xx, and xxx.)

o FDA disclaimer falls after the punctuation for all structure-function claims.


O U R M I S S I O N

431-152012#3five

seven

four

three100 percent


Numbers o Spell out whole numbers below 10.

o Use figures for 10 and above.

o Avoid wording two numbers back-to-back. If this is necessary, spell one number out and use a numeral for the other.

o Spell out numbers if they begin a sentence, unless the number is a year.

o All telephone/fax numbers use hyphens and no parenthesis and are preceded with a 1- (Example: 1-888-555-5555).

o Use figures when denoting percentages. Spell out the word percent. (Examples: 1 percent, 99 percent)

o When quoting monetary amounts, denote currency. (ie: $60 USD, $1.4 million EUR)

o Exceptions to these rules include the following, in which numerals should always be used:

o Ages

o Days of the month

o Degrees of temperature

o Dimensions

o House numerals

o Percentages

o Proportions

o Scores

o Serial Numbers

o Speeds

o Sums of money

o Time of day

o Time of races

o Votes

o Years


Editorial GuidelinesE d i t o r i a l G u i d e l i n e s

Dates and Times o Use trademarks (™ and ®) in the first mention of the applicable product name.

o Do not manually superscript/subscript trademarks, in order to avoid spacing issues.

States o Spell out the names of the 50 U.S. states when they stand alone in textual material. Any state name may be

abbreviated to fit typographical requirements for tabular material.

o Following are the state abbreviations (ZIP code abbreviations in parentheses): Ala. (AL), Ariz. (AZ), Ark. (AR), Calif. (CA), Colo. (CO), Conn. (CT), Del. (DE), Fla. (FL), Ga. (GA), Ill. (IL), Ind. (IN), Kan. (KS), Ky. (KY), La. (LA), Md. (MD), Mass. (MA), Mich. (MI), Minn. (MN), Miss. (MS), Mo. (MO), Mont. (MT), Neb. (NE), Nev. (NV), N.H. (NH), N.J. (NJ), N.M. (NM), N.Y. (NY), N.C. (NC), N.D. (ND), Okla. (OK), Ore. (OR), Pa. (PA), R.I. (RI), S.C. (SC), S.D. (SD), Tenn. (TN), Vt. (VT), Va. (VA), Wash. (WA), W.Va. (WV), Wis. (WI), Wyo. (WY)

o Eight states are not abbreviated (ZIP code abbreviations in parentheses): AK (Alaska), HI (Hawaii), ID (Idaho), IA (Iowa), ME (Maine), OH (Ohio), TX (Texas), UT (Utah). Also: District of Columbia (DC).

o Use the two-letter Postal Service abbreviations only with full addresses, including ZIP code.

Countries o Africa and Middle East

Ghana (GH), Kenya (KE), South Africa (ZA), Uganda (UG)

o Asia Pacific and India Australia (AU), Hong Kong (HK), India (IN), Indonesia (ID), Japan (JP), Malaysia (MY), New Zealand (NZ), Philippines (PH), Singapore (SG), Taiwan (TW)

o Europe Austria (AT), Belgium (BE), Bulgaria (BG), Czech Republic (CZ), Denmark (DK), Estonia (EE) , Finland (FI), France (FR), Germany (DE), Hungary (HU), Ireland ( IE), Italy (IT), Latvia (LV), Lithuania (LT), Luxembourg (LU), Netherlands (NL), Poland (PL), Romania (RO), Serbia (RS), Slovakia (SK), Slovenia (SI), Spain (ES), Sweden (SE), Switzerland (CH), United Kingdom (GB)

o Americas and Caribbean America (USA), Aruba (AW), Bahamas (BS), Canada (CA), Mexico (MX), Netherlands Antilles (AN), Colombia (CO)

Titles o Capitalize the principal words except for articles and prepositions (no matter what the length), unless it is the first

word in a title.

o Example: A Word from BK, It’s a Family Affair, The Only Way to Fly, etc.

o Use what looks best when using hyphenated modifiers in a title. Usually capitalize both.

o Example: Business-Building Tips, Quick-Call Marketing, etc.



Press Releases The Vemma products and opportunity appear in a wide variety of publications. The primary goal for media exposure is to garner positive press and expose potential Customers/Brand Partners to Vemma.

Content/ToneThe Vemma name is popping up in new and exciting places. Why? We’re pulling out all the stops with our marketing strategies, capitalizing on endorsements and attention from sports organizations and national publications to get the Vemma name in more locations than ever before! When writing Press Releases, stick to positive, interesting facts, and throw in some enticing information about Vemma. End with Vemma boilerplate copy (below) and information about the relevant organization (if any).



Press Release Template

Media Contact:Lynn McGovern

[email protected] FOR IMMEDIATE RELEASE:[Date]

[Headline]

[Copy]

[Vemma Boilerplate Copy]

About Vemma

Founded in 2004 by BK Boreyko, Vemma Nutrition Company is rapidly growing as one of the premier industry leaders specializing in premium liquid nutrition. Every day, thousands of people join the company’s mission to make a positive difference in the lives of others through the sharing of the clinically studied Vemma formula. The Vemma brands, including Verve — a healthy energy drink, coupled with the company’s rewarding business opportunity, help people to live a better quality of life, both physically and financially. Vemma is headquartered in Scottsdale, Arizona, and distributes its products through a global network of independent Brand Partners. For more information, please visit vemma.com.

[Other Organization Information]

# # #



Social MediaSocial media is “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.” Vemma is one of the premiere network marketing companies at the forefront of the social media world. We provide our Brand Partners with a social-media-integrated website, and use Twitter® and Facebook® to keep them in-the-know.

Content/ToneUnlike some companies that rely on social media for advertising or pushing sales, at Vemma, we’re careful to let people know that social media is just that: social! It’s not about selling or pitching; rather, it’s about connecting with people, and meeting new friends. When it comes to content and tone, keep it pertinent, current, casual and fun!

Corporate Communications Internal communications meant for Vemma corporate employees may be sent from time to time to share important information and events.

Content/ToneInternal communications should follow general writing guidelines for content and tone. Keep it clear and concise, and throw in some fun if the occasion calls for it!



Editorial Style


O U R M I S S I O N Editorial Style

I. Mechanics

Abbreviations and acronymsLowercase am and pmDelete all periods in weight claimsMake all weight claims singularDelete periods in acronyms and abbreviations for organizations except U.S. and U.N.

Capitalization of titles, subtitles and headsCapitalize only prepositions that are the first or last word of the item or that are an inseparable part of a verb.

Endashes, emdashes and ellipsesInsert spaces before and after emdashes, endashes and ellipsesUse emdashes within copy and before quoted sourcesUse endashes between periods of time, price ranges and other numerals and in outlines within bulleted lists.

ContractionsSpell out contractions except for the expressions “do’s and don’ts,” “Let’s” and “aren’t I?”

Foreign terms, names and quotes Use English-style plurals, not Latin or Greek-influenced forms: curriculums (not curricula) syllabuses (not syllabi) memorandums (not memoranda)

For French or Spanish words, keep or add accent marks on capital letters

Do not italicize a quotation in a foreign language, place it in quotation marks

HyphenationFollow AP Style/Merriam Webster’s for hyphenation

Hyphenate when a closed compound would produce a misleading diphthong or syllable: pre-image, co-op, co-worker

Numbers and numerals

For dates, use format: January, 1, 2011

For decades, use format: 1990s

Treat mid as a prefix; in the mid-twentieth century; in the mid-‘60s

For plurals of numerals, add s: F-111s, AK-47s


Editorial StyleE d i t o r i a l S t y l e

NumbersSpell out numbers under 10, except for ages or in the beginning of a sentence

Use American measurements in copy (inches, feet, miles, ounces)

Use a comma in four-digit numbers (except dates, addresses, serial numbers, page numbers)

For large sums of money, use numerals and a dollar sign: $55 million

PossessivesFor proper names ending in –s, add only an apostrophe for the possessive: Jones’

Avoid making Vemma possessive

PunctuationsDo not use the serial comma (e.g., 1, 2 and 3)

SpellingFor words with variant spellings, always use the first entry in the Merriam Webster dictionary

Internationally, for words that have variant spellings, follow the country’s preference

II. Formatting

ListsUse numbered lists only when there is a need for numbering the items (except for proper nouns and proper adjectives). In all other cases, capitalize the first letter of each item.

III. Documentation

BibliographyAlphabetize names beginning with Mc as Mc: MacDonald, MacWilson, Mayfield, McMillan, McStuart

If a work has many authors, list the first three and then “and others”

Use traditional abbreviations (Calif., N.Y., Mich, Ill.) for state names in bibliography entries

To indicate second and third edition: 2nd ed, 3rd ed

To indicate page numbers in a book: p 1, pp. 1-3

To credit a website used, follow this format: Ocasio (6/3/08). Guide to Using Free Samples to Boost Your Sales. business.com. retrieved 6/16/09, from www.business.com.


O U R M I S S I O N Editorial Style

IV. Misc.

UnderlineBook titles, Eat, Pray, Love

QuotesMovie titles, “Toy Story 3”

ItalicsVemma Voice

Remember: Keep it simple, avoid redundancies, and use minimal capitalization and punctuation.

Confidentiality NoticeThe contents of this manual are exclusively for the use of the employees of Vemma Nutrition Company. The information contained herein is proprietary and confidential. One’s manager may share it with outside parties only after authorization.

Copyright© 2013 by Vemma® Nutrition Company, Scottsdale, AZ

All rights reserved.