For Smith, the idea behind trademarking the phrase — aside from the humorous take on the popular antiwar slogan — was to bring his product and brand to the attention of a mainstream audience.
“Tantus took a goal from the very beginning of mainstreaming silicone toys for couples and creating quality tools that couples could incorporate into their lovemaking,” Smith said. “We make sex toys proudly and find dignity in the work that we do to help make the world a better place.”
Tantus President Metis Black said the phrase helps identify the company as one that challenges the status quo.
“Since the very beginning at Tantus we’ve had numerous vendors pass on doing business with us due to the nature of our industry,” Black said. “From silicone suppliers to landlords and CD duplicators, I wonder how these businesses, had they the opportunity, would deal with the war machine? I’m not talking about the men and women who serve our country. I’m talking the missile head makers, Kevlar body armor manufacturers, etc. who use silicone in their processes.”
To help spread the word that peace is in the hands of its customers, Tantus is selling products ranging from T-shirts to stickers emblazoned with the slogan.