Brand Tone

humorous, irreverent, playful, cheeky, and adult-oriented

Brand Values

• •Humor & Fun
• •Novelty & Uniqueness
• •Gift-Giving Focus
• •Playful Cheekiness
• •Simplicity

Best Practices

• •Embrace the Cheek: Don't shy away from playful, slightly risqué (but legally appropriate) language. This is your unique selling proposition. Use puns, innuendos, and colloquialisms that resonate with a UK adult audience.
• •Keep it Light-Hearted: While some humor can be insulting, ensure the overall tone remains fun and doesn't cross into genuinely offensive territory for your target audience. The goal is a laugh, not a complaint.
• •Visual Consistency: Match your copy's tone with equally playful and bold visuals. Bright colours, funny imagery, and clear product shots that highlight the wrapper's humor are key.
• •Engage with Humour: When interacting on social media (comments, DMs), maintain the cheeky persona. Respond to witty comments in kind and handle any criticism with a touch of humor where appropriate, while still being professional.
• •Know Your Audience (and Boundaries): Continuously gauge audience reactions to your humor. What lands well? What pushes the envelope a bit too far? While cheeky is the aim, ensure it aligns with what your specific customer base finds amusing and acceptable. Clearly, products like Minge Twinge and Knob Throb indicate a willingness to be very direct and potentially controversial, so lean into that established level if it works.

Social Perception

Customers likely perceive the brand as a source of funny, novelty gifts. It's viewed as a bit naughty and daring, suitable for people with a good sense of humour who appreciate adult jokes. The primary audience is likely adults looking for inexpensive, humorous gifts for other adults.

Copy Examples

• •Still stuck indoors? Make it suck less with chocolate. Our 'Isolation Expert' bar – because if you're going to lose your mind, do it with a mouthful of deliciousness. (Sanity not included, but who needs that anyway?)
• •Forget boring birthday cards. Say 'Happy Birthday, you old sod!' the proper way – with chocolate that's as cheeky as you are. Wrappers so funny, they might forget to eat the choccie. (Might.) #CheekyChocs #BirthdayBanter
• •Our chocolate bars understand your struggles. Especially the struggle of not eating the entire thing in one go. Tag a mate who needs this level of understanding (and chocolate). #SweetRelief #CheekyTreat
• •Know someone who's just... there? Celebrate their spectacular mediocrity with our 'World's Okayest Employee' chocolate bar. It's the perfect way to say, 'You show up. Sometimes.' Deliciously indifferent.
• •Psst! Your dose of delicious cheekiness is now on SALE! 😉