Brand Tone

Cheeky & Playful, Comfort-focused & Reassuring, Eco-conscious & Responsible

Brand Values

• •Comfort
• •Quality & Durability
• •Sustainability & Eco-friendliness
• •Innovation
• •Customer Satisfaction
• •Authenticity
• •Playfulness/Lightheartedness

Best Practices

• •Spotlight the 'Willie Pouch': Consistently mention and explain the benefits of the signature 'Willie Pouch' as a key differentiator and problem-solver.
• •Weave in Sustainability Naturally: Talk about TENCEL™ Modal and your '1% for the Planet' membership as integral parts of the brand's commitment, not just an afterthought.
• •Use Relatable Scenarios: Connect with the audience by referencing common underwear discomforts (chafing, riding up, adjusting) and positioning Willie Wagtail as the solution.
• •Maintain an Australian Voice (Subtly): While the brand targets a global audience, a hint of its Australian roots in the language (e.g., 'boys' for genitals, a generally down-to-earth and friendly tone) can add to its authenticity and charm.
• •Actively solicit and highlight customer reviews to increase confidence and trust in the brand

Social Perception

Customers generally perceive the brand positively, focusing on the comfort and quality of the products, particularly the underwear. The sustainability aspect is noted and appreciated.

Copy Examples

• •Experience the 'set and forget' comfort with our Willie Pouch boxer briefs.
• •Say goodbye to chafing with our ultra-soft TENCEL™ Modal fabric.
• •Upgrade your underwear game with the ultimate support and breathability.
• •Made for comfort, designed for sustainability. Join the 1% for the Planet movement.
• •Still wearing old ripped underwear your mum bought you? Treat yourself to Willie Wagtail.