How modern brands are winning: Irreverent humour is making a comeback

After years of global uncertainty, political division and the downfall of ‘lad’ culture, many brands have been tiptoeing around using comedy, terrified of landing on the wrong side of history. But now they’re embracing something new: the art of not taking themselves too seriously.

 

Flipping the script

People don’t trust perfection anymore. Generic, over-polished and over-curated pieces are bland at best, and at worst, will trigger AI-fatigued audiences. Modern consumers value relatability and honest takes – after all, branding and marketing are built on human connection.

Humour disrupts, but it also connects and authenticates. And being unfiltered and letting customers ‘in on the joke’ has worked for several new challenger brands in recent years.

Drinks brand NOPE is doing a fantastic job of appealing to the sober/sober curious market by riffing on the worst elements of a hangover (“Wanna drunk text your ex? NOPE”). What’s more, Liquid Death’s heavy metal-inspired water-in-a-can branding can’t help but stand out in a crowded beverage market. Paired nicely with their anarchic aesthetics is the slogan “Murder your thirst”.

And we couldn’t not mention Duolingo, with its rather…unhinged aura, threatening to hunt down users who don’t do their language lessons on time.

 

Relatability = revenue

But it’s not just new brands that are cashing in. Established brands have successfully pivoted their comms – the most famous being Aldi, who have given up banging the drum about their low prices and opted for something far more entertaining.

From the infamous caterpillar cake spat with M&S (words I thought I’d never write…) to renaming their Prestwich store to “Aldeh” in honour of Mancunian pronunciation, their off-the-cuff humour has won them fans far beyond the budget grocery enthusiasts. If you haven’t yet seen our latest The Last Orders Podcast, watch our Digital Director, Miguel, and Senior Paid Search Executive, Neesh, discuss the genius of Aldi’s marketing.

Miguel and Neesh also give a nod to Ryanair’s disruptive social media team. Famed for offering airfares at a steal, not every flyer is aware of Ryanair’s various add-ons. No window? Oversized hand luggage? Complain on social media at your peril, as the team are ready to mercilessly roast you. After all, for a £9.99 flight, how could you possibly moan?

Bud Light’s “Big Men on Cul-de-sac” Super Bowl advert was another highlight of the year. Starring celebs Peyton Manning, Post Malone and Shane Gillis, the ad far from sat on the (picket) fence, leaning on cheeky humour as they save the neighbourhood from a “lame” party. While ‘bro’ tropes aren’t for everyone, self-deprecating wit continues to hold a magnetic attraction for audiences, and brands that poke fun at themselves are thriving.

 

Humour not hurt

Let’s be clear – the new wave of irreverent marketing isn’t about being offensive (Ryanair aside); it’s about being bold, self-aware, unafraid to have fun and true to your brand values.

So, before dropping everything and waging war on a competitor’s favourite caterpillar, remember that being disruptive also needs to relate to your brand essence. After all, Aldi was born out of the desire to make supermarket prices more competitive. Duolingo wanted to make language lessons more accessible. Liquid Death is here to ‘kill’ plastic pollution.

 

Building loyalty through laughs

Humour has always been a high-risk, high-reward strategy, but it seems that there’s certainly space for modern brands to play!

Companies that embrace more humour, more hot takes and accept their imperfections (no, not typos!) are currently resonating in a big way with audiences.

And while humour won’t suit all brands, the key takeaway for them is that when companies talk like real people, consumers listen. And more importantly, they buy!