Brand Tone

Confident and Bold, Humorous and Irreverent, Honest and Transparent, Direct and Unfiltered

Brand Values

• •Confidence
• •Sustainability
• •Uncompromising Comfort & Quality
• •Honesty and Trust
• •Inclusivity and "Peoplehood"

Best Practices

• •Lead with the Benefit, Support with the Value
• •Embrace the Origin Story
• •Be Bold, Not Reckless
• •Speak Like a Human
• •Build Your "Peoplehood"

Social Perception

The public and customer perception of the brand is largely positive, with some notable complexities: Positive: Customers frequently praise the products for their exceptional comfort, quality, and durability, leading to strong brand loyalty and repeat purchases. The brand is often lauded for its innovative use of sustainable materials and its bold, refreshing marketing approach. The unique origin story is well-recognized and contributes to its distinct identity. Mixed/Negative: For some, the brand's humor can come across as juvenile. More significantly, the brand faced a major public legal challenge from actor and former brand ambassador Jasper Pääkkönen over the unauthorized use of his image in a large-scale advertising campaign. The company lost the case and was ordered to pay significant damages, an event that contrasts with its stated value of trust and honesty and could impact its public reputation.

Copy Examples

• •Headline: Forget You're Wearing Them. Remember What Matters. Body: You've got more important things to think about than your underwear. Our Globetrotter boxer briefs are made from recycled ocean waste, and engineered to feel like nothing at all. So you can focus on your own balls, and the one we all live on. Call to Action: Experience the Freedom.
• •Headline: The Last Pair You'll Want to Wear. Body: We started this company to solve a very real, very raw problem: chafing. What we created was underwear so comfortable and durable, it inspires a ridiculously loyal following. Ready to join the monogamy pact? Call to Action: Find Your One and Only.
• •Headline: Confidence Has a Secret Layer. Body: It's not about the suit or the shoes. True confidence starts from the base layer. Made for people, not ideals. Designed for shape, not size. Feel the difference honesty makes. Call to Action: Wear Your Confidence.
• •Headline: Good for Your Conscience. Even Better for Your Crotch. Body: Every pair of TODG underwear helps clean our oceans. But let's be honest, you're here for the comfort. And that's okay. Our Smoothshell™ fabric is ridiculously soft, breathable, and quick-drying. Saving the world can wait until after your workout. Call to Action: Get the Best of Both Worlds.
• •Headline: Warning: May Cause Unshakable Self-Belief. Body: It's hard to have a bad day when your underwear feels this good. We're not saying our gear will get you a promotion or help you run a marathon, but we're not *not* saying it. The fundamental layer of confidence is waiting. Call to Action: Try It, We Dare You.