elephant journal

Jade Yoga Mat: This is What Effective Advertising Looks Like, #5.

by Waylon Lewis, elephantjournal.com on Jul 29, 2009

It’s hard to go wrong with Cyndi Lee, Melanie Smith, Tara & Tim Dale, Duncan Wong, Elsie Escobar, Shiva Rea, Sharon Gannon & David Life, The Gubers, O2 Aspen, Andre Hartwich, Dharma Mittra, Baron Baptiste, Seane Corn, Kino MacGregor, Desiree Rumbaugh.

But what makes Jade’s ads brilliant aren’t just its impeccable taste in choosing yoga teachers. It’s the simplicity of the ad. The ad is about yoga, not a yoga product. The ad isn’t yelling for your attention; it magnetizes it with open space evocative of its subject.

Keys to Effective Advertising:

Less is more. Evoke spirit, win loyalty. Product as afterthought, as just an aspect of your customer’s lifestyle—in this case active, spiritual, green-minded, beautiful from the inside-out, fun.

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Other green walk-the-talk aspects to Jade Yoga’s mats:

Jade is constructed of natural rubber, a renewable resource tapped from rubber trees – containing no PVC or ozone depleting substances. Perfect for the yogi concerned about the earth and is made in the USA in compliance with all U.S. environmental and labor laws and through its partnership with Trees for the Future, JadeYoga plants a tree for every mat sold.

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Effective Advertising #4: a nearly-naked Kathryn Budig, for ToeSox

Effective Advertising #2 & #3. prAna. And prAna.

Effective Advertsing #1: funny + cool by TDA for Hapa Sushi.

Effective Advertising #0: Hard Tail.

Effective Advertising #-1: Udi’s Granola.

Technorati Tags: ad, advertising, customer, cyndi lee, desiree rumbaugh, eco, eco yoga mat, green, ian lopatin, jade yoga, jade yoga mat, kino macgregor, LOHAS, seane corn, Shiva Rea