Brand Tone

Irreverent, Humorous, and Playful

Brand Values

• •Humor
• •Surprise
• •Connection
• •Audacity

Best Practices

• •Lean into the Joke: The brand name is the main event. All copy should embrace the double entendre and playful absurdity. Trying to be too subtle would dilute the brand's core appeal.
• •Center the Reaction: The marketing focus should always be on the experience of the prank. Use testimonials, user-generated videos, and descriptive language that highlights the laughter, shock, and memorable moments the box creates.
• •Maintain Clarity for the Buyer: While the joke is for the recipient, the buyer needs to clearly understand they are purchasing a prank box to put their own gift inside. This distinction must be clear at the point of sale to avoid confusion.
• •Use Visuals to Tell the Story: The brand is highly visual. High-quality images of the boxes and, more importantly, videos and photos of people's reactions, are the most powerful marketing tools. This content is authentic and instantly communicates the brand's value.
• •Be Confident, Not Crude: The humor is edgy, but it should remain playful. The tone should be that of a clever friend pulling a prank, not something overtly offensive. The copy should be witty and fun, staying on the right side of the line to ensure the joke lands well.

Social Perception

Niche, Positive, and Gag-Oriented

Copy Examples

• •The gift is inside. The reaction is on the outside. Send a gift they'll never see coming (and a box they'll never forget).
• •This is the sound of a friendship being taken to the next level. Give the gift of a great story. #DickBox
• •The ultimate birthday party prank. Our box looks shockingly real but holds your real gift. It's the perfect way to wrap a present for the friend who has everything... except a Dick Box.
• •Your friends deserve this package.
• •This year, make them blush for the right reasons. The best gifts come in the most embarrassing packages.