Brand Tone

Authentic & Genuine, Relaxed & Approachable, Adventurous & Outdoorsy, Premium & Quality-Focused, Community-Oriented

Brand Values

• •Authenticity
• •Quality Craftsmanship
• •Lifestyle Integration
• •Community & Shared Experience
• •Resilience & Adventure

Best Practices

• •Embrace Authenticity: Write in a straightforward, honest, and genuine voice. Avoid overly corporate or pretentious language. Share the real story and passion behind the brand.
• •Focus on Lifestyle and Experience: Connect the product to the broader "Outsider" lifestyle. Instead of just describing the cigar, describe the moments and feelings it enhances – camaraderie, relaxation, adventure.
• •Use Inclusive & Welcoming Language: While "Outsider" might imply exclusivity, the tone should invite people into a community of like-minded individuals. Phrases like "fellow Outsiders" or "join the community" foster this.
• •Highlight Quality & Craftsmanship Subtly: Mention the premium aspects (Kelner partnership, aged tobaccos, hand-rolled) without being boastful. Let the quality speak for itself through an assured, confident tone rather than overt claims.
• •Maintain a Relaxed and Conversational Feel: The copy should feel like a recommendation from a trusted friend who shares similar interests, rather than a hard sell. Keep it approachable and easy-going.

Social Perception

Celebrity-Associated, Premium Niche Product, Lifestyle-Driven, Emerging Brand, Positive Association with Quality

Copy Examples

• •Headline: Outsider Cigars: Crafted for the Moments That Matter. Body: Unwind by the fire, share stories with friends, or simply savor the quiet. Our hand-rolled cigars, blended by Hendrik Kelner Jr., are made with premium, aged tobaccos for a smooth, flavorful experience. This isn't just a cigar; it's an invitation to step outside the everyday. #OutsiderLifestyle #PremiumCigars
• •Headline: Your Adventure. Your Cigar. Body: From the rugged trail to your own backyard, every Outsider has a story. The Outsider Churchill is the perfect companion – mild, sweet, with a hint of spice. Made for those who appreciate quality and live life on their own terms. Find yours at jay6cigars.com. #JayCutlerCigars #HandRolled
• •Headline: Authentic Taste. No Pretenses. Body: Jay Cutler set out to create his favorite cigar, and he did. Partnering with the legendary Kelner Boutique Factory, the Outsider Cigar is all about premium tobacco and genuine enjoyment. Mild enough for any occasion, flavorful enough to stand out. Get real. Get Outsider. #OutsiderCigars #KBF
• •Headline: Beyond the Game. Beyond the Ordinary. Body: Life’s best moments are often found off the beaten path. Outsider Cigars were born from that spirit. Enjoy the rich, complex notes of Dominican and Peruvian tobaccos, hand-rolled for a consistently excellent smoke. Elevate your downtime. #LiveLikeAnOutsider #LuxuryCigars
• •Headline: The Kelner Legacy, The Outsider Spirit. Body: Experience the meticulous craftsmanship of the Kelner Boutique Factory in every Outsider Cigar. Featuring an Ecuadorian Connecticut wrapper and aged Dominican and Peruvian fillers, this is a smoke that’s both accessible and refined. Join the Outsider community. #DominicanCigars #CraftCigars