These brands aren’t just talking at their audience; they’re engaging with them in ways that feel raw and unfiltered.
Slim Jims were drunk food. Late night, walking home from a party, nothing but 7-11 open. For some reason, a tube of meat packed in plastic that had been sitting on a shelf for God knows how long, with the expiration date written in the Kelvin scale, seemed more appealing than the meat logs that rolled like bison across the great plains over the metal heat roller.
Slim Jims gave me heartburn. Instantly. One bite and I felt uneasy, afraid to burp, fearing it would come up in 3-D form. But the body wants what the body wants, and when the body is drunk, what it wants can be gross.
Weeks later, I was at a Halloween party. I was wearing the lower half of a cockroach costume, not wanting to deal with trying to drink with little cockroach legs, so I left my upper half costume free. When people asked what I was, I said I was Gregor Samsa, in my transitional stage. No one got it, and I didn’t care.
Halfway through the evening, someone loud and brash entered the party. They yelled a lot, got in people’s faces, threw food, and kept yelling, “Eat me!” When I eventually met up with this loud, obnoxious force moving through the party, I saw a guy dressed like the Slim Jim’s mascot. The loud freak who yells eat me at the end of the commercials. How, I wondered, did this mascot pass muster? How did marketing and branding allow this unhinged freak show to represent their product? The more I thought about it, the more sense it made. Slim Jims made me feel instantly ill, and so did this guy. Slim Jims are greasy, undefinable meat sticks that are really no one’s first choice, much like this guy. And Slim Jims were cheap and showy, again, like the asshat that was skulking through the party making everyone uneasy and pondering the exit.
It seems like a terrible representation of your product, but for some reason, it works. How is that possible?
The Rise of Chaotic Brand Voices
The Shift Toward Irreverence in Branding
In the modern digital landscape, brands are under increasing pressure to cut through the noise of an overstimulated, meme-saturated environment. Consumers are flooded with endless ads, messages, and content daily, so how do brands stand out? Enter chaotic brand voices: bold, irreverent, snarky, and often deliberately messy. These brands aren’t just talking at their audience; they’re engaging with them in ways that feel raw and unfiltered. And while it might seem counterintuitive, this approach is proving successful in ways that were unimaginable just a decade ago.
Brands Embracing Chaos
Slim Jim:
Slim Jim’s chaotic voice is personified by its over-the-top, aggressive mascot—a character that’s loud, obnoxious, and often borderline insane. The brand’s social media feeds, especially on Twitter, mirror this chaotic energy. They don’t shy away from making jokes at the expense of the consumer, engaging in absurd memes, and turning even the most mundane interactions into comedic moments. Their tone is deliberately messy, akin to the product itself. Slim Jim is about unpredictability and breaking the rules, and that ethos translates directly to their messaging. The result? It works. Despite—or perhaps because of—the absurdity, Slim Jim’s social media content has a massive following, tapping into that craving for something real, raw, and a little off the rails.
Duolingo:
Duolingo’s mascot, the green owl, started as a cute, educational tool in the language-learning space. But the brand has since evolved into something much more rebellious, particularly on social media. Duolingo’s Twitter feed is now known for its sarcastic tone, with the owl engaging in playful, snarky comments and even trolling users who slack on their lessons. For example, Duolingo has sent out playful threats to users who haven’t used the app in a while, saying things like, “We will hunt you down if you don’t open this app.” It’s an irreverent style that turns the educational brand into a funny, unpredictable force. It’s self-aware, it’s bold, and it appeals to a younger audience that values humor and authenticity above all.
Ryanair:
Ryanair, the budget airline, is not one to shy away from controversy. Their branding is unapologetically cheeky, and their social media presence embraces this chaotic voice wholeheartedly. Ryanair uses its online presence to make fun of their customers, sometimes taking a shot at their own reputation. For instance, their customer service posts are often sarcastic, making light of complaints with humor, and they actively engage in playful back-and-forths with users on Twitter. They’ve leaned into the chaos of low-cost flying, owning the fact that their service may not always be luxurious but at least it’s straightforward—and they can make fun of it. Ryanair's embrace of chaos is all about turning perceived weaknesses into strengths, showing that they’re in on the joke.
Pop-Tarts:
Pop-Tarts’ social media presence is, in a word, ridiculous. Their posts often lean into absurdity, with posts about “pop-tart flavor wars” that pit seemingly silly flavors against each other. Pop-Tarts has adopted a meme-like tone, sharing off-the-wall content that doesn’t feel like traditional brand marketing. From absurd polls about the best Pop-Tart flavor to random comments about the brand’s legacy, their chaotic voice mirrors the playfulness of their product—nothing about Pop-Tarts is meant to be taken seriously, and that’s exactly the point. This voice has created a sense of community among their followers, who appreciate the brand’s weirdness and lightheartedness.
Why Chaos Works
These brands are capitalizing on a larger cultural shift. The rise of chaotic brand voices isn’t just a fleeting trend—it’s a reflection of how modern consumers engage with media. Here are a few reasons why it works:
Breaking Through the Noise:
Social media is oversaturated with brands vying for attention. Traditional polished, professional ads often go unnoticed or ignored. But chaotic brand voices break through the noise by being loud, unfiltered, and unpredictable. These brands show that they’re not afraid to stand out and be different. In a digital world where everything is curated, these brands embrace the raw, unrefined side of communication, which feels more authentic to a growing audience tired of generic messaging.
Appealing to Younger Audiences:
Gen Z and millennials have a unique relationship with social media—they crave humor, authenticity, and brands that feel "real." Chaotic voices reflect a departure from traditional, corporate communication. Instead, these brands engage in real-time, sometimes erratic exchanges, creating a sense of belonging and familiarity for their followers. It’s not just about selling a product—it’s about joining a community that gets the joke and is willing to laugh along.
The Humor Factor:
At the heart of chaotic brand voices is humor—often dark, sarcastic, or absurd. Humor works because it disarms people, making them more willing to engage with a brand. When a brand is funny, it humanizes the company behind the logo. It takes away the stuffiness and makes the brand feel more relatable and, importantly, more approachable.
Anonymity in the Chaos:
The chaotic tone also speaks to the anonymity of online interaction. With a tweet or meme, a brand can engage without worrying too much about being overly formal or perfect. It’s about being quick, clever, and unapologetic. This authenticity is why these brands resonate—they aren’t pretending to be something they’re not.
While chaotic voices are clearly having a moment, the question remains: is this style of marketing a well-calculated strategy, or are brands just getting lucky with a mix of unpredictability and viral moments? It's hard to tell whether this trend is part of a larger, sustainable brand strategy or if it's simply "sh*tposting" disguised as marketing genius. In the next section, we'll take a closer look at how these brands are utilizing their chaotic voices: Are they carefully crafting a persona, or are they just winging it?
Strategy or Sh*tposting?
The Fine Line Between Strategy and Chaos
As chaotic brand voices rise in popularity, there’s an important distinction to be made: Is this unfiltered, offbeat tone a clever, calculated strategy, or is it just brands throwing spaghetti at the wall, hoping something sticks? The truth is likely somewhere in between.
On one hand, many of these brands are very deliberate in their approach. They’ve tapped into a cultural moment that values irreverence and humor over polished professionalism. Slim Jim, for instance, hasn’t just embraced chaos by accident. The brand has long had a rebellious edge, from its early "Eat Me!" campaigns to its current meme-worthy mascot. Their social media tone has been honed to perfection to attract a younger, more online-savvy audience—one that values raw authenticity over corporate polish. In this sense, it’s no surprise that they’ve leaned into this approach with intention.
Similarly, Duolingo’s snarky owl didn’t emerge from a random tweet; it’s part of an ongoing brand strategy to differentiate itself in the language-learning market. Instead of sticking with a traditional educational tone, Duolingo decided to embrace an in-your-face, humorous approach, making language learning seem more fun and relatable. The owl’s rude comments and playful threats are a key part of the brand’s identity, and it’s clear that this strategy has worked—Duolingo's social media presence is one of the most engaging and meme-worthy out there.
Ryanair, too, is a prime example of a brand that’s mastered the art of leaning into chaos. While many would expect budget airlines to offer bland, service-oriented messaging, Ryanair has created a distinct personality around their unapologetic tone. They’ve made their sometimes chaotic voice a selling point, embracing their reputation for no-frills service with a wink and a nudge. The irreverence isn’t just for the sake of being funny—it’s a direct response to their target market: customers who are looking for cheap flights and don’t need fluff. Ryanair has created a clear, consistent tone that allows them to stand out in a crowded and competitive industry.
But then, there’s the other side of the coin: sh*tposting.
In some cases, these chaotic voices may just be an attempt to ride a viral wave. Many brands, especially smaller ones, see how popular "unhinged" social media accounts can become and jump on the bandwagon without any real strategy behind it. The result can be a messy feed of disjointed, off-brand posts that lack consistency or direction. While this might generate some buzz initially, it can also confuse consumers and hurt the brand’s long-term identity.
Pop-Tarts, for example, treads a fine line between absurdist humor and genuinely cohesive branding. Their social media posts are often random and nonsensical, but they still manage to maintain a sense of fun and irreverence that feels on-brand for a product that’s itself ridiculous. There’s a fine line between embracing the chaos for fun and taking it too far, leading to a brand that’s more about the gimmick than the product.
While some brands may be pushing the limits of chaos with questionable intent, others have found success in their messy, playful voices. But why do we, as consumers, love this kind of marketing? What is it about mascots and brand voices that feel wild and unpredictable that makes them so appealing? In the next section, we’ll explore the psychology behind this chaotic charm and why we’re drawn to feral mascots, even when they make us uncomfortable.
The Appeal of the Feral Mascot
Chaotic brand voices are undeniably entertaining, but what is it about them that draws us in? Why do we, as consumers, gravitate toward mascots and characters that seem wild, unrestrained, or downright obnoxious? The answer may lie in the psychology behind why we enjoy these “feral” mascots and how they reflect a larger shift in the way we engage with brands.
The Power of Wild Mascots
Mascots like Slim Jim’s manic, loud character or Duolingo’s sarcastic owl feel less like polished brand figures and more like actual personalities. There’s something disarming about their unpredictability. Instead of being met with carefully crafted, corporate messaging, consumers are exposed to voices that feel raw and human. These mascots aren’t perfect—they’re not trying to be—they’re chaotic, flawed, and real in ways that traditional brand ambassadors often aren’t.
Humans have an innate affinity for personality, and these mascots personify it in a way that appeals to our desire for authenticity. We don't just follow them for the jokes or antics; we follow because they feel like characters with agency, capable of surprising us. They give brands a sense of unpredictability that feels refreshing in a world of controlled, sanitized media.
Take Ryanair’s cheeky customer service voice or Pop-Tart’s bizarre social media antics. Both of these mascots are unapologetically themselves, which is a big part of their charm. The mascots feel like characters in their own right, not just representatives of a product. It’s as if the brand is saying, "We’re not here to please everyone—we’re here to entertain, and if you don’t like it, that’s fine."
The Role of Humor and Absurdity
Humor plays a huge role in the success of these chaotic mascots. Humor is a way of connecting with others, showing vulnerability and imperfection in a way that makes people feel comfortable. A brand that can make you laugh, especially through absurdity, is one that feels approachable and relatable.
Absurdity in advertising also makes the brand memorable. Who could forget the loud, in-your-face antics of Slim Jim’s mascot or the hilariously rude commentary from Duolingo’s owl? They stand out in our minds because they don’t follow the typical advertising script. By embracing chaos and humor, these brands offer something more than just a product—they offer an experience, a personality, and a narrative that consumers want to engage with and share.
Chaos as a Cultural Reflection
Part of the appeal of these mascots also reflects a larger cultural shift. As consumers, we’re becoming more accustomed to chaotic, fragmented media—memes, viral trends, and social media are full of moments that come and go with little warning. These mascots are a reflection of that environment. They embrace the rapid-fire, unpredictable nature of modern communication, and in doing so, they become part of the conversation.
We live in a time when the lines between personal and professional, entertainment and marketing, are increasingly blurred. Consumers are no longer passive recipients of advertisements—they’re active participants in the media landscape. Chaotic brand voices recognize this shift and tap into it, creating personas that feel less like traditional ads and more like cultural forces we want to follow.
The raw, unpredictable nature of these brand voices isn’t just a gimmick. It’s a window into what we crave: authenticity, humor, and personality. But as much as we love these unhinged voices, the question remains: can this approach be sustained over the long term, or will it ultimately backfire?
The Potential Backfire
While chaotic brand voices have proven to be a hit in many cases, they aren’t without their risks. As much as consumers may love the absurdity, there’s a fine line between edgy and alienating. What happens when the chaos goes too far? Can this wild, unrefined tone backfire, and how can brands avoid turning their voice into a liability?
When Chaos Goes Too Far
The challenge with any form of unhinged marketing is that it’s inherently risky. It’s unpredictable, which is part of the appeal, but it also means brands run the risk of crossing a line that may push their audience away. Not every joke lands, and not every post will connect with the right people.
Take, for example, Ryanair’s brand of humor. While many consumers find their cheeky, sometimes mocking tone refreshing, others have criticized it for being too snarky or dismissive. When the tone is too sharp or overbearing, it can leave a sour taste with customers, especially if they’re already frustrated with the service. A tweet that was funny yesterday might feel too harsh today, depending on how it’s received.
The same can happen with Pop-Tarts. While their absurd humor is one of the things that make them stand out, there’s always the risk that their off-the-wall content could come across as incoherent or not "on-brand." If the randomness becomes too much, it could dilute the brand’s identity and confuse consumers about what Pop-Tarts actually stand for.
Consumer Alienation: A Real Concern
The line between chaotic and alienating can be thin. Some brands might find that their wild voice pushes away older consumers or those who don’t appreciate the irreverence. Brands that adopt chaotic tones often target younger, more internet-savvy audiences, but this can leave out large swaths of their potential customer base.
For instance, a brand like Duolingo’s Twitter feed—full of sarcastic comments and snark—may be hilarious to its core audience of younger, digital-native learners, but older consumers who are just trying to learn a language might not appreciate the tone. This could alienate a more serious or older crowd who don’t want to be treated like they’re part of a viral meme.
The Risk of Brand Identity Erosion
In trying to be everything to everyone, there’s a risk that a brand loses its core identity. A chaotic voice is inherently unpredictable, but if it becomes too erratic, it can confuse consumers about what the brand stands for. Is Ryanair a budget airline with a no-frills approach, or is it a snarky, meme-happy airline that only exists for laughs? Is Duolingo an educational tool, or is it just a digital comedian in disguise?
For a brand’s long-term success, consistency is key. While chaos may help brands break through the noise, it’s important to keep the core values and messaging clear. The chaos should amplify, not obscure, the brand’s true identity.
The risks of a chaotic brand voice are real, but they aren’t impossible to manage. For brands that strike the right balance, the rewards are great. But if the tone shifts too far into alienation or confusion, the results can be damaging. With all this in mind, can chaotic branding maintain its appeal without crossing that line? Or will the inevitable backlash tarnish the gains?
The Future of Chaotic Branding
As the digital marketing landscape continues to evolve, the chaotic brand voice finds itself at a crossroads. For all its success in the current moment, one burning question remains: Is chaotic branding sustainable, or is it simply a passing trend?
The chaotic voice—marked by humor, irreverence, and unpredictability—has proven to be a powerful tool in engaging younger, internet-savvy audiences. It’s fresh, it’s raw, and it stands out in a sea of generic content. But the big question is, how can brands continue to maintain this level of disruption without losing their edge?
Freshness and Evolution
One of the key challenges facing chaotic brands is maintaining the freshness of their messaging. Much like a viral meme, the initial shock and novelty of chaotic voices can only carry a brand so far before it starts to feel repetitive. In the beginning, it’s exciting to see a brand step out of line and embrace a more unconventional persona. But over time, the question becomes: How do you keep that chaos engaging without becoming predictable?
To keep their brand voice effective, companies will need to find ways to evolve with their audience’s changing expectations. This might involve leaning into more nuanced humor, adapting their tone as cultural trends shift, or finding fresh ways to make the chaos feel relevant. Even the best chaotic brands run the risk of growing stale if they don’t continuously push boundaries and surprise their audiences.
For instance, Ryanair, known for its sarcastic approach, may need to find new ways to engage with its followers beyond the familiar cheeky tweets. As more brands embrace irreverence, standing out will require a fine balance between staying true to their roots and innovating enough to stay interesting.
The Saturation Risk
Another looming concern for chaotic branding is the risk of oversaturation. As more brands catch on to the success of loud, disruptive voices, we could reach a tipping point where the trend becomes oversaturated. If every brand adopts a chaotic voice, it may no longer stand out the way it once did. The risk here is that chaotic branding, which was once unique and disruptive, could become the norm, and when that happens, it stops being disruptive.
Take memes, for example. Initially, they were a subversive form of digital communication, but as they’ve been co-opted by brands, they’ve lost some of their original power. The same could happen with chaotic branding. The more brands try to capitalize on the trend, the less impactful it becomes. This is where authenticity will play a critical role. Brands that remain authentic to their chaotic voice, rather than simply jumping on a trend, may be able to ride out the saturation.
Cultural Shifts and Consumer Expectations
The future of chaotic branding will also be shaped by shifting cultural trends. As consumers continue to seek more authentic, transparent, and personal connections with brands, the chaotic voice may need to evolve to align with these growing demands. Chaos alone won’t be enough; brands will need to pair their irreverent voice with genuine values and connections to their audience.
We’ve seen a rise in social activism and brands taking stands on important issues. Consumers expect brands to be more than just sellers of products—they want them to be active participants in societal conversations. This means that chaotic brands will need to ensure that their humor and disruption don’t clash with the evolving values of their consumers. A brand that embraces chaos but fails to maintain a sense of responsibility could find itself alienating consumers who are increasingly aware of the larger implications of their buying choices.
As the digital landscape continues to change, chaotic brands will need to navigate this shifting environment carefully, ensuring their voice remains relevant, fun, and impactful while staying aligned with the broader cultural narrative.
Summing Up
The rise of chaotic brand voices has reshaped how brands engage with their audiences, turning what was once a risky move into a hallmark of successful digital marketing. From Slim Jim’s brash, wild mascot to Duolingo’s snarky owl, these brands have shown that embracing the unpredictable can break through the noise in powerful ways. Humor, absurdity, and irreverence have become the new tools for connecting with younger, more engaged consumers in an era dominated by memes and viral content.
Yet, as we’ve explored, this trend is not without its risks. While chaotic voices can elevate a brand in the short term, they also come with the potential to alienate or confuse consumers if not executed carefully. The key to success lies in maintaining a balance—being unpredictable without losing the brand’s identity or alienating the audience.
As this chaotic branding trend moves forward, its sustainability will hinge on how well brands can adapt and evolve. The novelty of chaos will only last so long before it becomes familiar, and as more brands jump on the chaotic bandwagon, the potential for oversaturation looms large. The brands that can keep their voice fresh and authentic while aligning with shifting cultural expectations will likely continue to thrive, while those that rest on their laurels risk losing relevance.
Ultimately, chaotic branding is a reflection of the evolving relationship between brands and consumers—a relationship that values authenticity, humor, and connection above all else. If brands can continue to embrace the chaos without losing sight of their core identity, they’ll have a fighting chance at maintaining their place in the digital landscape for years to come. As brands continue to explore and experiment with their voices, platforms like ThoughtLab provide valuable insights into the nuances of branding, offering a deeper understanding of the strategies that work in today’s rapidly changing environment.
