Brands that Nailed Humor in Their Marketing (What to Learn)
The delicate balance of wit and strategy.
I’ve seen firsthand how tricky humor in marketing can be. Pull it off, and your brand feels clever, human, and unforgettable.
Miss the mark, and the joke falls flat. Sometimes painfully so.
Over the years of watching (and creating) campaigns, I’ve noticed that the brands that really nail humor use wit as a strategy.
It’s less about chasing laughs and more about sparking connection, standing out in a noisy feed, and making sure people remember you.
I’ll dive into the brands that got it right and what we can all learn from their playbook.
Wendy’s
Ah, Wendy’s. We can always rely on you for a good laugh.
More than just a fast food chain, Wendy’s has nailed their brand image. During COVID, Wendy’s came up with a social distancing campaign based around the concept, “If we can’t hug, we might as well nug.”
Funny and cute, the ‘not a single string attached’ tagline also contributed to the light-hearted nature of this campaign.
Key Takeaway:
Wendy’s humorous campaign demonstrates how a bold brand voice can make an impact.
Their mix of humor and clever wordplay keeps fans engaged. The lesson is to be real, be clever, and tie it back to what you’re selling.
What Not to Do:
Don’t copy Wendy’s sass if it doesn’t fit your brand; it’ll feel fake and inauthentic. Also, never let the fun distract your audience from your product.
When to Do:
Use this playful, witty style when the timing is right, like during trends or quiet seasons. Just ensure it aligns with your brand and feels authentic.
Duolingo
Imagine an app that teaches languages while feeling like a chaotic internet meme factory.
Yup, that’s Duolingo. With over 100 million monthly active users, Duolingo didn’t grow by following traditional advertising playbooks.
Instead, it embraced unpredictability, internet culture, and an “unhinged” brand voice that keeps people talking.
From Duo the Owl’s aggressive lesson reminders to viral stunts like “Duo is dead,” Duolingo has redefined what brand engagement looks like.
Key Takeaway:
Duolingo shows us that being weird can work if it’s the right kind of weird. They made Duo funny and super online.
Listen to your audience, don’t be afraid to lean into humor, and create content that feels like it belongs with your users, not just to them.
What Not to Do:
Whatever you do, don’t ignore the conversation. If people are already talking about your brand, even if it’s a joke, that’s a gift. Also, skip the overly polished, stiff marketing voice.
When to Do:
Pull this kind of bold move when things are feeling flat in your brand’s social media. It’s also a clever play on fast-moving platforms like TikTok or IG.
Old Spice
Imagine an ad so funny and clever that it makes a whole brand cool again. That’s what happened with Old Spice’s “The Man Your Man Could Smell Like” campaign.
With Isaiah Mustafa’s some hilarious lines like “I’m on a horse,” Old Spice won over a whole new generation’s attention.
The ad was an instant hit, racking up millions of views on YouTube. It made Old Spice the go-to brand for younger customers, boosting sales of their body wash by 125% in just one month.
Key Takeaway:
Humor sells when it’s smart and unforgettable. Old Spice took a boring, “dad brand” and flipped the script with a hilarious ad that didn’t just sell body wash but it sold cool. The key? A strong personality, viral-worthy lines (“I’m on a horse”), and a tone that didn’t take itself too seriously.
What Not to Do:
Don’t stick with outdated branding just because it’s “safe.” The worst thing you can be in marketing is forgettable.
When to Do:
This kind of funny campaign is perfect when your brand feels ‘flat’. If you want to grab a
new audience( especially younger ones ), humor is a great choice. It’s also a great move when you have a creative idea that feels totally different from what’s out there.
Humor can seriously change the game for a brand. It can make your brand way more fun to engage with.
If you’re looking for more marketing insights, check out our other Medium blog posts:
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