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

Via Waylon Lewis
on Jul 29, 2009
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jade yoga mat baron baptiste boston

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.

Click main image below to toggle:

[galleria thumb_w=120 thumb_h=90 thumbnail=”bottom” navigation=’none’ ]


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.

eco yoga mat jade


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.


About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now elephantjournal.com & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. elephantjournal.com | His first book, Things I would like to do with You, is now available.


7 Responses to “Jade Yoga Mat: This is What Effective Advertising Looks Like, #5.”

  1. Yeay for Jade!!!! So great that you're focusing on their amazing marketing choices. I honestly believe in their products, their people and it was an absolute pleasure doing the photo shoot for them. It was a sweet and down to earth experience. The picture was taken literally down the street from where I used to live, no lights, no make-up, I chose my own clothes and we giggled the entire time. Could not have had a better time 🙂 I felt absolutely comfortable in my own skin and felt that I was simply being me, which often times in photo shoots is a hard thing to do. They are awesome at the roots 😀

  2. no mat says:

    Jade- they are actually a carpet supply company. Selling carpet / rug lining and tape and stuff full of chemicals. They accidentially went into the Yoga Mat business. Not sure if any people who work in the company acutally do yoga.
    I've owned a few of their mats which fall apart and shred after 9 months of use. An awesome texture and grip but, just a little too disposable for me. That is when I started researching them. I wanted to know the people behind the product.


  3. no mat says:

    FYI- the first "yoga mats" in the United States were carpet / rug pads that were imported from Germany in the late 70's. they too would fall apart and crumble!

    Hey, here is some marketing lingo to think about- the word "natural". Did you know that natural and organic can be used to "stretch" the trufh. Rubber mats…..find out what manufactuers put in them to make them pliable. Usually have to "volcanize" which involves oodels of chemicals……………… natural rubber…..hmmm. so are all of the car tires on all of the cars in the world natural? Why do they end up in landfills leaking toxins into the ground?

    Natural rubber yoga mats? do they leak toxins into the ground……what happens to them? can they be recycled?

  4. yoganetwork says:

    Info on yoga products meanings here: <a href="http://www.simply-yoga.co.uk/meanings.php” target=”_blank”>http://www.simply-yoga.co.uk/meanings.php Environmental issues here: http://www.simply-yoga.co.uk/yoga_support/17/Stic

  5. Would love to hear from Dean and company at Jade…I know they've improved, as have all yoga mat cos over last few years, and greened their mats.



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