For Yoga Industrial Marketing and Merchandising Complex Magazine
With the slogan, "We’re nuts!", the Yoga Alliance of Real California Yoga Stars (YARCYS) has launched an integrated marketing campaign called 'Real California Yoga Nuts'. The campaign came about as it had become obvious that increasing numbers of Yoga Stars are being recognized in places other than California. This has resulted in reduced revenues for these California Yoga Stars, as increasing numbers of Yoga videos, merchandise, workshops and conferences are being produced outside the state. This campaign has brought together California Yoga Stars in a temporary truce in their on-going quest for Yoga fame and ultimate supremacy.
With the mass-market Yoga advertising bombardment of consumers, most people now accept that Yoga is a natural and healthy form of exercise. However, YARCYS feels that consumers need to be reminded of Real California Yoga or as spokesyogini Ana Forrest (famous American Yoga Star) put it, "...us California Yoga Nuts. We have a long tradition of Yoga here in California and we want to make sure the rest of the country and world does not forget this".
Another member of YARCYS, Shiva Rae (another famous American Yoga Star), explained the need for the California Yoga ad campaign, "Well, you know we were trying to outshine each other in our California Yogahood but seem to have lost sight that others outside the state were becoming famous and all that. I think it hurt all of us when we learned that they actually have Yoga studios in places like Iowa and Oklahoma!" The governors of those two states when asked for comments both replied along the lines of, "Nuts indeed…!"
New logo for the Yoga Alliance of Real California Yoga Stars