This chapter discusses ethical branding through the use of humor. More specifically, we aim to describe the use of humor and its role as part of ethical brand-building in digital content marketing of one particular small and medium-sized enterprise (SME), 2 a Finnish online army store. The case company, Varusteleka, represents one of the many SMEs which account for 99% of all companies in the EU. 3 The company is known for its use of humor in its B2C (business-to-consumer) communication.