Why Weird Works in Marketing and Advertising? Masterclass Key Takeaways

Consumers are bombarded with thousands of marketing messages every day, and traditional advertisements are often bound to get lost in the noise. Stand out is one heck of a challenge, prompting brands to follow an off-the-track path often dubbed as “weird” — unconventional, offbeat, and sometimes bizarre marketing strategies that leave a lasting impression.

 

But why does weird work in marketing? What psychological triggers does it activate, and how can brands harness it effectively? This masterclass gives into the mechanics of weird marketing, its proven success, and how to implement it while maintaining brand integrity.

 

The Psychology Behind Weird Marketing

 

At the core of why weird marketing works is its ability to surprise and break patterns. Human brains are wired to recognize and filter out patterns in everyday experiences, helping us focus on what seems important. However, when something unexpected — something weird — breaks that pattern, it grabs our attention.

 

Surprise Factor

 

Weird ads often rely on surprise. When viewers encounter something they didn’t expect, their brains release dopamine, which is linked to motivation and memory. This emotional jolt makes the ad more memorable than standard, predictable content. A study by the University of Southern California found that ads generating surprise or humor are 32% more likely to stick with consumers.

 

Cognitive Dissonance

 

Weirdness often triggers cognitive dissonance — a mental discomfort experienced when people encounter contradictory ideas or experiences. In marketing, this happens when the ad doesn’t align with the viewer’s expectations. Brands use this discomfort to their advantage by creating curiosity, compelling audiences to resolve the tension by engaging with the ad longer or sharing it with others.

 

Brand Differentiation

 

In crowded markets, weirdness offers instant differentiation. The unique and unusual are more likely to catch consumers’ attention, allowing brands to break through the saturation of similar advertisements. When everyone is zigging with traditional strategies, zagging with a quirky or bizarre approach can make a brand more memorable and distinct.

 

Emotional Engagement

 

Weird marketing often appeals to emotions, whether through humor, absurdity, or even confusion. Emotional responses are one of the most powerful tools for creating long-term associations between consumers and brands. Ads that trigger positive emotional reactions tend to increase brand loyalty, encouraging viewers to seek out and recommend the product.

 

Examples of Weird Marketing Done Right

 

To fully grasp why weird works, it’s essential to look at some successful campaigns that employed unusual tactics.

 

1. Old Spice: The Man Your Man Could Smell Like

 

One of the most iconic weird marketing campaigns, Old Spice’s 2010 ad featuring a surreal, fast-talking man on a horse defied advertising norms. The ad was absurd and unconventional, but its unpredictability made it go viral. Within six months, Old Spice saw a 125% increase in sales. The brand effectively used humor, randomness, and surprise to resonate with a wide audience while staying aligned with its masculine image.

 

2. Dollar Shave Club: “Our Blades Are F*ing Great”

 

In 2012, Dollar Shave Club launched a video ad that was quirky, filled with offbeat humor, and downright strange (e.g., a man riding a bear). The ad emphasized the product’s value, but it was the eccentric delivery that stood out. Within 48 hours, the video amassed 12,000 orders and propelled the brand from obscurity to success. The brand used humor, absurdity, and irreverence to attract customers looking for a new, relatable alternative in the razor market.

 

3. Skittles: Taste the Rainbow Campaign

 

Skittles has embraced weird for years, with a series of commercials featuring talking animals, strange creatures, and bizarre situations. By associating their candy with fun and randomness, Skittles became a beloved brand among young audiences. This approach aligned with their product — colorful, fun, and not to be taken too seriously.

 

4. Burger King: Subservient Chicken

 

In 2004, Burger King launched a campaign featuring a man in a chicken suit who would perform any action users typed into a website. The concept was weird, interactive, and a major departure from traditional fast-food advertising. The campaign was a huge success, garnering millions of visitors and setting the tone for digital marketing’s evolution into more personalized and interactive experiences.

 

The Technical Mechanics of Weird Marketing

 

Weird marketing, while effective, isn’t just about throwing together random, bizarre elements and hoping it sticks. Behind every weird ad is a well-thought-out strategy based on data, behavioral insights, and creative principles. Here’s a breakdown of what makes weird marketing work technically:

 

1. Understanding Your Audience

 

Not every demographic responds positively to weirdness. Weird marketing works best with audiences who appreciate novelty, humor, and nonconformity. Brands targeting younger audiences (like Millennials and Gen Z) often find success with this approach. Data-driven insights about your target group are essential for determining whether or not a quirky strategy will resonate.

 

2. Balancing Weirdness with Brand Consistency

 

Being weird doesn’t mean losing sight of your brand identity. In fact, the most successful weird campaigns stay true to their core message while adding an unconventional twist. Old Spice, for example, has consistently maintained its masculine branding while embracing humor and absurdity. For a weird campaign to work, it should still align with your brand’s values, tone, and mission.

 

3. Crafting a Narrative

 

Weird marketing is more than random elements tossed together; there’s always an underlying narrative or message that holds it together. Dollar Shave Club’s weird ad wasn’t just a string of jokes — it had a clear message about the affordability and quality of their razors. Without a cohesive narrative, weird marketing risks becoming too confusing and ineffective.

 

4. Timing and Placement

 

Weird marketing often thrives in digital and social media spaces where virality is possible. Timing your campaign to coincide with cultural trends or events can increase its impact. For instance, Skittles capitalized on the rise of meme culture, which helped fuel the spread of their quirky ads across social platforms.

 

5. Leveraging Data and Analytics

 

Weird marketing is not about intuition alone. Brands that successfully implement weird campaigns often rely on data analytics to understand what works and why. Tracking metrics such as engagement rates, shares, click-through rates, and sentiment analysis helps marketers refine their approach. Tools like A/B testing can determine the optimal level of weirdness for a campaign, ensuring that it resonates with the audience without going too far off the rails.

 

Pitfalls to Avoid in Weird Marketing

 

While weird marketing has immense potential, it can easily backfire if not executed thoughtfully. Here are some common pitfalls to avoid:

 

1. Being Weird for Weird’s Sake

 

Weirdness without purpose is just confusing. If your ad doesn’t have a clear message or it strays too far from your brand’s core values, it risks alienating your audience. A strange ad needs to have a strategic purpose behind it to create the right impact.

 

2. Overdoing It

 

There’s a fine line between quirky and off-putting. Pushing the envelope too far can lead to confusion, negative reactions, or even damage to your brand’s reputation. For example, Pepsi’s infamous Kendall Jenner ad in 2017 tried to be provocative and failed because it didn’t align with the message they were trying to convey.

 

3. Ignoring Data

 

Weird marketing should be based on insights, not gut feeling. Test different ideas, evaluate what works, and keep track of how your audience responds. This can help you adjust your campaigns and ensure they resonate positively with your target group.

 

The Elements of Successful Weird Marketing

 

To expand on why weird works in marketing, let’s break down the elements that, when combined, lead to a successful campaign.

 

1. Unexpectedness

 

Weird marketing often plays on the unexpected. By defying conventional norms, brands can disrupt the usual flow of messaging and stand out. This taps into the human brain’s attention-grabbing mechanisms, forcing the viewer to pause and engage.

 

• Example: Poo-Pourri Poo-Pourri, a toilet spray brand, leveraged the unexpected by creating videos featuring a well-dressed, sophisticated woman sitting on a toilet and humorously explaining the product’s use. The juxtaposition of refined elegance and bathroom humor created an unforgettable ad that amassed millions of views and turned a niche product into a household name. The contrast was key to the ad’s effectiveness — viewers were simultaneously amused and intrigued.

 

2. Quirkiness and Humor

 

Quirky and humorous ads tend to stick in the memory longer. Weird marketing often utilizes elements that are absurd or comical, encouraging people to share the content simply because it made them laugh or think differently.

 

Example: Squatty Potty’s Unicorn Pooping Rainbow Ice Cream In another bathroom-related product campaign, Squatty Potty’s ad featuring a unicorn pooping rainbow-colored ice cream was bizarre but undeniably memorable. The ridiculousness of the scenario helped soften the topic of bowel movements, making it more approachable for viewers. By merging humor and education, the brand was able to make an awkward topic easier to talk about, ultimately driving sales to new heights.

 

3. Abstract Storytelling

 

Weird marketing is often powered by abstract or surreal storytelling, where the narrative doesn’t follow traditional patterns. These campaigns tend to blend imagination, surprise, and ambiguity, keeping the audience intrigued and wanting more.

 

• Example: Axe/Lynx – “Find Your Magic” Campaign Axe’s (or Lynx, depending on the region) “Find Your Magic” campaign used an abstract and slightly bizarre storytelling approach to redefine masculinity. Instead of just showing the classic “cool guy gets the girl” trope, it depicted men with unique quirks and eccentricities, encouraging them to embrace what makes them different. This weird twist on the traditional men’s grooming product advertisement shifted the brand’s image, allowing them to stay relevant and appeal to a broader audience.

 

Weird Marketing in Different Industries

 

While some industries lend themselves more easily to weird marketing (e.g., consumer goods, tech, and fashion), it’s possible to apply this strategy in less obvious areas. Let’s look at some examples across different industries.

 

1. Financial Services

 

Banks and insurance companies are typically seen as serious and traditional, but even these industries can harness the power of weird to make financial products more relatable.

 

• Example: E*TRADE’s Talking Baby ETRADE, an online brokerage firm, created a series of ads featuring a talking baby giving financial advice. The concept was simple: a baby, who’s not expected to understand complex financial instruments, suddenly becomes the voice of reason.
  The weirdness lies in the juxtaposition of a child discussing investments and finance, creating a memorable and humorous experience. The ad helped ETRADE differentiate itself from the typical, more stoic financial ads of its competitors.

 

2. Tech and Software

 

The tech industry is already known for innovation and forward-thinking, making it a natural fit for weird marketing.

 

• Example: Slack – “Animals in the Workplace” Slack, the team communication platform, created an ad campaign in which employees’ typical office concerns were voiced by various animals, like otters, llamas, and dolphins.
  The weirdness of seeing animals in a human workspace, combined with relatable office problems, helped emphasize Slack’s core message — making workplace communication simpler and more efficient. By being quirky, Slack demonstrated that tech doesn’t have to be dull or overly technical to connect with users.

 

3. Food and Beverage

 

The food industry frequently uses weird marketing to create an emotional connection between the product and the audience.

 

• Example: KFC – Colonel Sanders’ Numerous Personas KFC has reinvented its brand through several weird marketing campaigns, notably by casting different celebrities and public figures as Colonel Sanders, their brand mascot.
  These personas range from comedians to professional wrestlers, all adding their unique and quirky flair. By keeping things fresh, absurd, and unpredictable, KFC has kept audiences engaged and interested in their brand while maintaining the core image of Colonel Sanders as a central figure in its identity.

 

Weird Marketing in the Digital Age

 

Role of social media and user-generated content has given a new dimension to weird marketing. Platforms like TikTok, Instagram, and Twitter amplify the potential for weirdness to go viral. Here’s why it works so well in the digital space:

 

1. Memes and Viral Culture

 

Weird marketing aligns perfectly with meme culture, which thrives on randomness, humor, and the absurd. Marketers can use this culture to their advantage by creating content that is meme-worthy, increasing the chances of it being shared organically across platforms.

 

Example: Wendy’s Twitter Account Wendy’s took an unconventional approach with its Twitter account, using sarcasm, humor, and even roasting other users to establish itself as a quirky, relatable brand. The weirdness of seeing a corporate fast-food account engage in internet humor helped Wendy’s stand out in a sea of more formal corporate communications.

 

2. User-Generated Weirdness

 

Brands can invite users to participate in the weirdness by encouraging them to submit their own quirky content. Contests, challenges, and campaigns asking for user-generated videos, memes, or ideas not only engage the audience but also help spread the weird factor more organically.

 

• Example: Doritos’ “Crash the Super Bowl” Contest. Doritos ran a series of campaigns where they asked fans to create their own weird and humorous commercials for a chance to air during the Super Bowl. The result was a flood of user-generated content that ranged from funny to outright bizarre, all while promoting the brand in a fresh and creative way.

 

Practical Considerations for Implementing Weird Marketing

 

While weird marketing can be an effective way to stand out, it also requires careful planning. Here are some practical tips to consider when crafting a weird marketing campaign:

 

1. Test the Waters with Micro-Campaigns

 

Weird marketing carries inherent risk — not everyone will appreciate the humor or oddness. One way to mitigate this risk is to start with micro-campaigns, testing how a segment of your audience responds before launching a full-scale weird campaign. Digital channels make this especially feasible through platforms like social media or paid digital ads where results can be quickly assessed.

 

2. Stay True to the Brand’s Core Values

 

Weird marketing doesn’t mean abandoning your brand identity. The most effective campaigns stay true to a company’s core values while adding an unconventional twist. Ensure that the weirdness doesn’t stray so far from your brand that it confuses your customers.

 

3. Don’t Alienate Your Audience

 

Weird marketing is about breaking through the clutter, but it’s important not to alienate your core audience. Make sure your weird campaign is still approachable and understandable to the group you are targeting. It’s possible to be weird and inclusive at the same time.

 

4. Maintain a Clear Call-to-Action

 

Even in the most bizarre and surreal ads, the brand message and the call-to-action need to be clear. Don’t let the weirdness detract from the goal of the campaign — whether it’s to sell a product, increase brand awareness, or boost engagement.

 

Weird Works — When Done Right

 

Weird marketing has evolved into a powerful tool for brands willing to take risks and stand out in today’s oversaturated marketplace. User-generated commercials, weird marketing continues to prove that taking unconventional approaches can lead to extraordinary outcomes.

 

When paired with data, strategic execution, and a deep understanding of the target audience, weird marketing can be a major driver for brand awareness, loyalty, and business growth. Brands that dare to be weird often win big in the hearts (and wallets) of consumers.

 

SOURCE:

• Digital Noir
• Storm12
• MasterClass
• The Drum