How to use this. The cadence is fixed: a merch drop every Wednesday and a coffee feature every Friday are the moments to promote, each with a post-pack of ready images or video plus approved captions. Sunday letters and mission days are amplify only, share the brand's content, do not attach an offer. Share your affiliate link, post on the dates shown, and pull captions from the pack. The monthly theme sets the tone.
Before you post, the lines that protect the brand
Do not
- Name an individual fallen SEAL on a product post. Honor teams and missions.
- Invent discounts or sales. Only the offers below exist.
- Claim free shipping. There is none right now.
- Stack offers, or imply codes combine.
- Sell on a letter day or a mission day. Those are amplify only.
- Use exclamation points, emojis, urgency, or join the family or tribe.
- Use em dashes. Spell it BoneFrog, capital B and F.
Do
- Use the approved post-pack assets and captions.
- Mention the real offers: subscription 10% (coffee), military and first responder 20%, first-order welcome 10%.
- Operation 300 and Extortion 17 are mission and foundation names, fine to use. Never a personal name on a product post.
- For foundations, say a portion of every purchase supports them. No specific percentage.
- Post Sisterhood content only with the approved language: 10% to the SEAL Family Foundation.
- Send people to your affiliate link to the product or collection.
Key
Promote
Amplify only
Post-pack
Sisterhood
Do not commercialize
JuneAmerica 250 push. Merch every Wednesday, coffee every Friday.
Theme. Father's Day and the 250th. Gifting and American-made gear. Lead with the founder story, never the discount.
Merch drop
Post-pack ready once the drop item is confirmed. Share your link to the collection.
Promote
Coffee of the Week: Spirit of '76
Post-pack: images and captions ready. Lead with the 250th story, not a discount.
Promote
Merch drop
Affiliate brief and post-pack drop today. Share your link to the new merch.
Promote
Coffee of the Week: BoneFrog Blend
Post-pack ready. The everyday blend, the easy first purchase.
Promote
Team Letter
Amplify only. Share the letter, do not attach an offer.
Amplify only
Last call plus merch drop: 250th
Last-call urgency is fine on the 250th run only. No invented sale. Share your link.
Promote
Father's Day gifting: gift cards and subscriptions (3, 6, 12 month)
Post-pack: gifting angle. Gift cards and 3, 6, 12 month subscriptions. No discount language.
Promote
Father's Day: Tim's letter
Amplify only. Honor the day with restraint. No selling on this post.
Amplify only
Last call for merch
Last call on this run only. Share your link before it closes.
Promote
Coffee of the Week: Red, White, Brew
Post-pack ready. Patriotic restraint, no fireworks-and-hype.
Promote
JulyIndependence Day tentpole. The 250th carries into July 4.
Theme. Independence Day, the tentpole. Mission content on the 4th, product around it. Honor the day with restraint.
Merch drop: 250th
Post-pack ready. The 250th, last of the run. Share your link.
Promote
Coffee of the Week: ZenFrog Dark
Post-pack ready. The low-caffeine option, framed for evenings.
Promote
Independence Day (marker)
Amplify only. Mission content, no selling, no affiliate link on this post.
Amplify only
Team Letter
Amplify only. Share the letter.
Amplify only
Merch drop
Post-pack ready. Share your link to the drop.
Promote
Coffee of the Week: Golden Age
Post-pack ready. Premium Special Reserve, lead on craft.
Promote
Merch drop
Affiliate brief and post-pack today. Share your link.
Promote
Coffee of the Week: Irish True
Post-pack ready. Share your link to the product.
Promote
Tim Letter: founder note
Amplify only. Founder voice, share and boost.
Amplify only
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: The Sisterhood
Post-pack ready. Use the approved Sisterhood language only: 10% to the SEAL Family Foundation.
SisterhoodPromote
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: Cold Brew
Post-pack ready. Brew education plus the product link.
Promote
AugustHeritage blends. Frogman, Operation 300, Extortion 17. Mission-layer names only.
Theme. Late summer and heritage blends. Frogman, Operation 300, Extortion 17. Mission-layer names only.
Merch drop
Affiliate brief and post-pack today. Share your link.
Promote
Coffee of the Week: ZenFrog Blend
Post-pack ready. Share your link to the product.
Promote
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: Frogman Blend
Post-pack ready. Product layer honors the mission, never an individual.
Promote
Tim Letter: founder note
Amplify only. Share the founder note.
Amplify only
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: Operation 300
Post-pack ready. Use foundation-safe framing: a portion supports the foundation. No specific percentage.
Promote
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: Extortion 17
Post-pack ready. Mission name only, no personal names on the post.
Promote
Team Letter
Amplify only. Share the letter.
Amplify only
SeptemberThe September 11 founder letter. Bridges into the next 90 days.
Theme. September 11. The 11th is amplify only, no selling on that post. Product resumes after.
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: ZenFrog Blend
Post-pack ready. Share your link.
Promote
Merch drop
Post-pack ready. Share your link.
Promote
September 11 letter: no selling
Do not commercialize. Amplify the letter only. No affiliate link, no product, on this post.
Do not commercializeAmplify only
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: Operation 300
Post-pack ready. Foundation-safe framing, no specific percentage.
Promote
Merch drop
Post-pack ready. Share your link.
Promote
Coffee of the Week: Extortion 17
Post-pack ready. Mission name only.
Promote
Team Letter (moved from the 30th)
Amplify only. Share the closing letter.
Amplify only