Over the past few years, brands have started embracing a new, chaotic form of marketing on social media. They moved from polished, corporate-speak posts, instead, brands are now leaning into humor, sarcasm, and even downright absurdity to capture attention.
From sassy tweets to meme-driven TikTok videos, this “unhinged” approach is reshaping how companies engage with audiences. But what exactly is unhinged brand marketing, and why is it working? Let’s break it down.
What Is “Unhinged” Brand Marketing?
“Unhinged” brand marketing refers to a bold, unpredictable, and often humorous way of interacting with audiences on social media. These brands ditch the corporate filter, opting for personality-packed posts that feel more like chatting with a friend than reading an ad. Characteristics of unhinged marketing include:
- Savage comebacks and witty replies: Brands aren’t afraid to roast competitors or poke fun at themselves.
- Meme-driven content: They jump on trending memes, often with a self-aware or exaggerated spin.
- Chaotic brand mascots: Some brands use their mascots in wild and unexpected ways (looking at you, Duolingo Owl).
- Casual, sometimes absurd tone: Posts often feel more human, sometimes borderline reckless, but always engaging.
Which Brands Are Leading the Unhinged Movement
Brands have realized now that being bold, irreverent, and even a little chaotic can be the key to standing out. The companies leading the unhinged marketing movement have mastered the art of blending humor, authenticity, and viral trends to capture audiences in unconventional ways.
Not every brand can pull off an unhinged persona, but some have mastered the art of controlled chaos. These companies have not only embraced unpredictability but have made it a core part of their brand identity.
Duolingo
The chaotic green owl. Duolingo’s social media presence is the definition of unhinged. Their TikTok account features their mischievous mascot, Duo, engaging in chaotic antics, making threats about users missing lessons, hopping on every viral trend, and even faking his own death.
@duolingo Rise and Grind. These Scores aren’t gonna raise themselves. IB: @Worthy Supps #duolingo #score #ashtonhall ♬ Duolingo Score - Duolingo
It’s unexpected, hilarious, and keeps the audience entertained while subtly promoting language learning.
Duolingo, if you don’t know, is a language-learning app that offers bite-sized lessons in over 40 languages. With gamified features like streaks, leaderboards, and daily reminders, they make learning a new language feel more like a game than a chore, and their online presence reflects this.
Duolingo's audience skews young, with a strong presence among Gen Z and Millennials. Many users are students, travelers, and language enthusiasts who appreciate fun, engaging ways to learn.
Duolingo’s social media presence is dominated by their mischievous mascot, Duo the Owl. Their TikTok, in particular, is a masterclass in unhinged marketing. Instead of pushing traditional ads, they embrace chaotic humor, memes, and even thirst traps (yes, with an owl).
By turning their mascot into a cultural icon, Duolingo has made language learning feel like a social media event rather than a solo task. Duolingo's "unhinged" social media strategy has also been highlighted in their Q2 earnings reports, with their Global Social Media Manager noting its significant business impact and longevity.
Wendy’s
The queen of roasts, Wendy’s is the OG of savage brand marketing. Their X presence is legendary for clapping back at competitors and roasting customers in the funniest way possible.
Whether they’re taking shots at McDonald’s or engaging in playful banter, Wendy’s has mastered the art of making people laugh while keeping their name in the conversation.
Wendy’s is a fast-food chain known for its fresh, never-frozen, or so they claim, beef and signature square-shaped burgers. Competing with giants like McDonald’s and Burger King, they differentiate themselves with a sassy, outspoken brand voice.
Wendy’s appeals to a broad audience, but their online personality resonates strongly with younger consumers who enjoy humor and social media banter. Fast food lovers, meme enthusiasts, and Twitter power users are all part of their fanbase.
Pookie looking absolutely fire pic.twitter.com/zx9zjINi7m
— Wendy’s (@Wendys) January 30, 2024
Wendy’s has built a reputation for being the sassiest brand on X, there are tweets compilations on YouTube. Their strategy revolves around sharp wit, clever comebacks, and no-holds-barred roasts. By positioning themselves as the “cool” fast-food brand, Wendy’s has built a loyal following that eagerly awaits their next roast.
Ryanair
Who knew a budget airline could be a social media powerhouse? Ryanair has fully embraced self-deprecating humor, constantly making fun of their cramped seats, extra baggage fees, and overall reputation. Instead of hiding their flaws, they turn them into viral jokes, making them oddly lovable.
Ryanair is Europe’s largest low-cost airline, offering ultra-cheap flights across the continent. They’re known for their no-frills service, additional fees for everything, and an emphasis on affordability over comfort.
Ryanair’s customers are budget-conscious travelers, including students, backpackers, and tourists looking for the cheapest way to hop between European cities. They also attract frequent flyers who prioritize price over luxury.
Ryanair is also a powerhouse in niche marketing and the brand integrates itself into niche communities, such as Formula 1, with funny jabs that are relevant to its brand and to the niche community. Instead of pretending to be something they’re not, Ryanair leans into their reputation with brutally honest, self-deprecating humor.
Just like Lance Stroll
— Ryanair (@Ryanair) August 3, 2022
By embracing their flaws and making people laugh, Ryanair has turned what could be a negative reputation into a viral, entertaining brand identity.
Scrub Daddy
Scrub Daddy has transformed from a simple cleaning product into a TikTok sensation. They capitalize on trending challenges and create hilarious skits. It’s bizarre but incredibly effective at keeping their brand top of mind.
@scrubdaddy @Duolingo ♬ original sound - Sound Central
Scrub Daddy is a household cleaning brand best known for its smiley-faced sponges that change texture based on water temperature. The brand exploded after its appearance on Shark Tank, becoming one of the most successful products from the show.
While Scrub Daddy's core audience includes homeowners, cleaning enthusiasts, and organization lovers, their social media presence has expanded their reach to Gen Z and Millennials who enjoy quirky, meme-friendly brands.
Scrub Daddy has fully embraced TikTok culture, turning a simple cleaning product into a viral phenomenon. By making a mundane product entertaining, Scrub Daddy has transformed cleaning supplies into something people actually want to engage with.
Why Does This Strategy Work? And What Are The Risks of Going Unhinged?
Unhinged marketing isn’t just about chaos, it’s a deliberate strategy that capitalizes on how audiences engage with brands today. When done right, it boosts visibility, engagement, and brand loyalty. But it’s not without risks. Let’s break it down.
Why It Works
Grabs Attention in a Crowded Space
Social media is flooded with brands trying to stand out. Humor, absurdity, and unpredictability make unhinged brands impossible to ignore.
Feels More Human and Relatable
Audiences are tired of corporate jargon. A bold, humorous approach makes brands feel like real people rather than faceless corporations.
High Virality Potential
Memes, savage comebacks, and self-aware content spread fast. This type of marketing isn’t just seen, it gets shared.
Appeals to Gen Z and Millennials
Younger audiences gravitate toward brands with personality, humor, and self-awareness. They value authenticity over perfection.
A significant 91% of consumers globally favor brands that incorporate humor into their interactions.
The Risks of Going Unhinged
Not Every Audience Appreciates It
While humor works well for younger audiences, some customers prefer a professional and polished brand voice. Overdoing it can alienate certain demographics.
Crossing the Line
The biggest risk of unhinged marketing is going too far. A joke that lands today might cause backlash tomorrow. There’s a fine line between edgy and offensive.
Hard to Maintain
Unhinged marketing thrives on consistency and speed. Brands must constantly create fresh, timely content that aligns with trending topics. If the momentum slows down, engagement can drop.
This is why it’s a good idea to invest in a good social media management tool like Nuelink that can help you post to all major platforms in one go.
How to Implement This Strategy (Without Looking Cringey)
Going unhinged on social media can be a game-changer, but not every brand can pull it off. It requires the right balance of humor, authenticity, and strategic execution. Here’s how to do it effectively without losing credibility.
Know Your Audience
Before diving into unhinged marketing, understand who your audience is and how they engage with content.
- Are they active on platforms like TikTok and Twitter, where humor thrives?
- Do they appreciate sarcasm, memes, and bold interactions?
- Would an unfiltered, playful brand voice align with their expectations?
Brands like Wendy’s and Ryanair succeed because their target audience enjoys witty, irreverent content. If your audience prefers a professional tone, forcing humor could backfire.
Stay True to Your Brand Identity
Not every company needs to be unhinged. If it doesn’t align with your brand’s core values, it will feel forced and inauthentic.
Determine how far you can push your brand personality while staying genuine.
Be Quick with Trends, but Don’t Force It
Unhinged marketing thrives on timely, trend-driven content.
- Keep an eye on viral moments, memes, and cultural references that align with your brand. If you need to find trends for your channels, check out this blog post.
- If a trend doesn’t fit naturally, skip it. Forced humor can feel awkward and damage credibility.
Engage With Your Audience in Real-Time
Unhinged brands don’t just post and disappear, they interact.
- Respond to comments with wit and humor.
- Acknowledge and play along with user-generated content.
- Use replies, quote tweets, and duets to keep the conversation going.
Wendy’s built its reputation by roasting competitors and replying to customers with unexpected sass, turning engagement into viral moments.
Test the Waters Before Going All In
If your brand has never experimented with humor, start small.
- Try a few playful posts and monitor engagement.
- See how your audience reacts before fully committing to an unhinged persona.
- Adjust based on what resonates and what falls flat.
A gradual approach allows you to refine your strategy without risking your brand reputation. Unhinged marketing is a powerful tool when executed correctly. It captures attention, fosters engagement, and builds a strong brand personality. However, it requires a deep understanding of audience preferences and a careful balance between humor and professionalism.
Done right, it makes a brand unforgettable. Done wrong, it risks becoming cringeworthy or even damaging.
