Brand Tone

humorous, irreverent, self-deprecating, inclusive, informal, and conversational

Brand Values

• •Community and Belonging
• •Entertainment and Humor
• •Authenticity
• •Charity and Generosity

Best Practices

• •Embrace the In-Joke: Use catchphrases and references from the show liberally. Your target audience is the listener; the copy should reward their loyalty and make them feel like insiders.
• •Keep it Conversational and Casual: Write as if you're talking to a mate in the pub. Use informal language, contractions (e.g., "it's," "you're"), and a direct, friendly address.
• •Inject Self-Deprecating Humor: Don't be afraid to poke fun at the show, Chris, or the merchandise itself. The line from the website about proceeds funding a "cider drinking campaign" is a perfect example.
• •Highlight the Community Aspect: Frame the merchandise as a way for fans to connect with each other and the show. Use user-generated content (fans wearing the merch) in social posts to reinforce this sense of belonging.
• •Be Authentic to the "Lads Down the Pub" Vibe: The brand voice should be relatable, slightly cheeky, and unpretentious. Avoid corporate jargon or overly polished marketing language at all costs. It should sound like it came directly from the show's team.

Social Perception

For fans, the merchandise is highly desirable. It's a way to connect with the show, celebrate its iconic moments, and signal membership in a loyal community. Fans appreciate the inside jokes and the feeling of being "in on it."

Copy Examples

• •It's not right, but it's not wrong either... it's the official Carpark Catchphrase tee! Perfect for beeping your horn in traffic or just showing you're a true fan. Roy Walker would be proud. (Probably). Say what you see and add this to your basket.
• •Spotted in the wild! Nothing says 'I've got great taste in radio' quite like our new hoodie. It's softer than Dom's hands and warmer than the welcome in the studio. Get yours before they're all gone! #Moyles #RadioX #Merch
• •Tired of explaining the show's best jokes? Let your t-shirt do the talking. The official Chris Moyles Merch store is open! Ideal for birthdays, anniversaries, or just treating yourself because you deserve it. All proceeds go towards... well, you know. 😉 Shop now.
• •New Merch Has Dropped (And It’s A Bit Good)
• •You asked for it. No, really. After years of requests, we finally made some stuff. Wear the legend. Shop The Chris Moyles Show official merch.