Brand Tone

Playful & Humorous, Inspiring & Mindful, Approachable & Inclusive, Witty & Clever

Brand Values

• •Inner Peace & Mindfulness
• •Breaking Stereotypes
• •Accessibility & Inclusivity (for Yoga)
• •Playfulness & Fun
• •Transformation
• •Quality & Creativity
• •Community & Connection

Best Practices

• •Embrace the Juxtaposition: Always lean into the core humorous contrast of 'army men' and 'yoga.' Use military-esque language playfully when talking about peace and mindfulness (e.g., 'mission: inner peace,' 'peacekeeping force,' 'serenity soldiers').
• •Keep it Light and Witty, but with Purpose: While humor is key, ensure the underlying message of mindfulness, peace, and the benefits of yoga isn't lost. The wit should serve the brand's values.
• •Be Inclusive in Language: Reflect the brand's aim to make yoga approachable for everyone, especially those who might initially feel it's not for them. Avoid overly technical yoga jargon unless explained simply.
• •Encourage Engagement and Sharing: Invite users to share their own Yoga Joes stories and photos. This reinforces the community aspect and the playful nature of the product.
• •Stay Authentic to the Origin Story: Briefly referencing Dan Abramson's intention – to make a violent toy peaceful and encourage more people (especially men and vets) to try yoga – can add depth and authenticity to the copy.

Social Perception

Positive & Amused, Respectful & Appreciative, Giftable & Collectible, Inspiring, Well-Made

Copy Examples

• •Headline: Recruit Some Inner Peace. Yoga Joes Reporting for Calm Duty! Body: Tired of the daily grind? Our little green (and rainbow!) heroes have traded their rifles for yoga mats, ready to inspire your moments of zen. Perfect for your desk, dashboard, or anywhere you need a reminder to breathe and find your center.
• •Social Media Post (Image: Yoga Joes in a funny, unexpected location): Caption: Even peacekeepers need their downward dog. Where do your Yoga Joes find their zen? Share your pics! #YogaJoes #InnerPeacekeepers #UnexpectedYoga
• •Product Description Snippet: Forget the battlefield, these Joes are conquering inner turmoil one pose at a time. Made from durable ABS plastic, they're tougher than they look and way more flexible than your average grunt. A playful nudge towards mindfulness.
• •Email Subject Line: Deploying: More Calm, Less Conflict (Thanks, Yoga Joes!) Body Teaser: Ready to transform your workspace into a zone of tranquility? Yoga Joes are on a mission to bring peace, one warrior pose at a time.
• •Short Ad Copy: Yoga Joes: Making the World More Flexible, One Little Green Dude at a Time. Find Your Flow. Find Your Joe.