Brand Tone

Humorous and Cheeky, Informal and Friendly, Inclusive and Body-Positive, Authentically Australian, Community-Focused

Brand Values

• •Fun and Not Taking Themselves Too Seriously
• •Inclusivity and Authenticity
• •Australian Made and Quality
• •Community and Mateship
• •Courage/Boldness (Freeing the Thighs)
• •Giving Back

Best Practices

• •Embrace the Aussie Vernacular (But Keep it Understandable): Use Australian slang and colloquialisms naturally within the copy to reinforce the brand's origin, but ensure the core message is clear to a global audience.
• •Inject Humour and Playfulness: Keep the tone light, cheeky, and don't be afraid to poke fun (even at yourselves). The origin story about the misspelling of "budgie" is a good example.
• •Be Inclusive and Celebratory of All Body Types: Continuously reinforce the "Ordinary Rig" philosophy in your copy. Focus on fun, confidence, and character over idealized physical perfection.
• •Prioritize User-Generated Content and Community Language: Reflect the way your community talks about the brand. Incorporate their stories, jokes, and enthusiasm into your own messaging. This fosters authenticity and connection.
• •Stay True to Your "Why": Remember the brand started as a laugh among mates. Let this spirit of fun, friendship, and not taking life too seriously guide the copywriting. Every piece of copy should feel like it's coming from "people you want to have a beer with."

Social Perception

A Fun, Cheeky, and Iconic Australian Brand, Good Quality and Comfortable, Inclusive and Body-Positive, Engaging and Community-Oriented, A Brand That Doesn't Take Itself Too Seriously, Proudly Australian-Made

Copy Examples

• •Headline: Sun's out, Buns (and Thighs) Out! Body: Officially permission to let those legs see the light of day. Grab your Aussie-made Smugglers and hit the beach. No rig too ordinary, all legends welcome. #BudgySmuggler #FreeTheThighs
• •Headline: Warning: May Cause Extreme Comfort and Excessive Fun. Body: Our Smugglers are crafted right here in Oz for maximum good times and zero chafe. From beach cricket to backyard BBQs, we've got your 중요 부위 covered (just).
• •Headline: Forget the Six-Pack. We're Here for the Good Times. Body: Budgy Smuggler: Celebrating legendary ordinary rigs since ages ago. Made for every body, every beach, every ridiculously good time. Get your pair and join the family.
• •Headline: So Comfy, You'll Forget You're (Almost) Naked. Body: Ethically made down under, designed for ultimate freedom. Whether you're catching waves or just Z's by the pool, do it in peak Aussie comfort. Shop the latest drops now!
• •Headline: Your Mates Will Thank You. (Or at Least Have a Laugh). Body: Be the legend who brings the good vibes. Our new range of eye-poppingly awesome Smugglers and Smugglettes has just landed. Go on, you know you want to.