Scroll through TikTok or Twitter long enough, and you’ll find the brands misbehaving (on purpose). Mascots in the comments. Airline sass on your feed. A sponge with more personality than your group chat. Welcome to the era of unhinged marketing.
What used to be the domain of edgy start-ups and rogue interns has now become a strategy. Loud, weird, and delightfully chaotic, unhinged marketing is fast becoming the go-to move for brands wanting to stand out and speak to younger audiences who’ve had enough of polish and perfection.
So… what is unhinged marketing?
It’s marketing that breaks the “rules.” It leans on humour, irreverence, self-awareness, and unpredictability to grab attention. It’s the opposite of aesthetic curation. It’s tweets in all caps, TikToks filmed in one take, and captions that feel like unfiltered thoughts.
But here’s the kicker: it’s not random. At least not when it works. The brands doing it well aren’t winging it, they’re choosing to show up in a way that feels human, reactive, and intentionally offbeat.
Brands doing it best
Take Duolingo, for example. Their TikTok mascot has become an internet celebrity by being chaotic, flirty, and kind of unhinged all while reminding people to do their language lessons. Ryanair, with its snarky captions and low-fi edits, has built a Gen-Z fanbase despite being a budget airline known for strict policies. And then there’s Scrub Daddy, the smiling sponge brand that replies to comments like your unfiltered best friend and leans into internet drama just enough to be entertaining.
Even Wendy’s, one of the early pioneers of this tone on Twitter, keeps proving that fast food can be fast-witted too.
These brands aren’t just making noise, they’re building massive engagement. And more importantly, they’re creating communities that want to interact with them.
Why it’s working
Millennials and Gen-Z don’t just consume content, they critique it. They’re fluent in meme culture, allergic to over-curation, and quick to spot when a brand is trying too hard. That’s why unhinged marketing works: it drops the pretense.
Instead of pretending to be perfect, it embraces imperfection. It makes people laugh. It surprises them. And most importantly, it feels real.
It’s also a clever response to oversaturation. In a world where every brand is “visually consistent” and “on message,” doing something unexpected is sometimes the smartest move.
The risk of going too far
Of course, there’s a fine line between unhinged and… unhinged.
Without a clear strategy or understanding of your audience, this style can backfire. It can come off as desperate, off-brand, or just plain confusing. There’s also the risk of alienating more traditional audiences who still value clarity and professionalism over chaos and memes.
Knowing your audience, choosing the right platforms, and balancing the madness with meaning is the trick.
Should your brand go unhinged?
Not every brand needs to be funny or irreverent, but every brand should know how to be human. Unhinged marketing isn’t about copying a trend. It’s about understanding your audience’s response and being bold enough to meet them there (with a wink).
You can keep things polished and professional while still injecting personality. You can be creative without being chaotic. And if going unhinged is part of your brand’s natural voice, go for it strategically.
Because in a world of scrolls, swipes, and skips, the brands who break the mould often make the moment.
