In recent years, marketing has taken on a decidedly serious tone. While there’s undeniable value in purpose-driven campaigns, it’s crucial to remember that a touch of humour can elevate a brand’s effectiveness without sacrificing its core message.
As we move through September, it feels like we’ve left the light-hearted moments of summer behind. This transition into autumn, coupled with ongoing global challenges, makes it the perfect moment for brands to rethink their approach. There’s a growing need for playfulness in marketing as a way to connect with audiences in a world increasingly filled with negativity and heaviness.
The Case for Humour
Recent data from Kantar shows that humour in advertising has declined significantly over the past 20 years. Brands seem to have adopted a more serious demeanor, possibly in an effort to appear more authentic. However, this perception of authenticity often conflates with being overly earnest, which can alienate audiences. Instead, successful brands today are those that balance their purpose with light-heartedness.
Take Malibu’s recent campaign featuring Tom Daley and his playful knitted speedos. While the campaign raises awareness about the dangers of mixing alcohol and swimming, it also introduces a limited-edition knitwear collection, blending a serious message with a fun twist. This approach not only communicates purpose but also makes the brand memorable and engaging.
Brands Embracing Lightness
Brands like Maltesers and Hanx have shown that it’s possible to tackle serious topics—like women’s mental health and sexual health—while maintaining a sense of fun. Their campaigns resonate deeply because they approach weighty issues with levity, allowing for conversations that might otherwise be difficult to start.
For instance, Maltesers aims to help women build resilience through laughter, creating an open dialogue around tough subjects. This strategy not only promotes the brand but also fosters a sense of community among consumers.
Embracing Humour
Gary Raucher, the European head of product marketing at Asics, points out that while brands should take their actions seriously, their communication doesn’t have to follow suit. This approach is particularly relevant in industries that have historically shied away from humour, like finance or legal services. Yet, we see brands like Klarna successfully flipping the narrative by incorporating a playful tone in their advertising, which has proven effective in reaching consumers.
Principles for Incorporating Humour
For marketers ready to enhance their campaigns with humour but feeling apprehensive, consider these three guiding principles:
- Consistency with Creativity: Embrace humour in a way that aligns with your brand’s core values. Consistency in this creative approach will keep your audience engaged while refreshing your brand’s image over time.
- Unmistakable Identity: Develop a unique voice and don’t shy away from standing out. Distinctive assets and messaging will help solidify your brand in the minds of consumers.
- Commit to Uniqueness: Recognize that you can’t please everyone. Accepting this will free you to explore and embrace what makes your brand distinct and memorable.
The Emotional Connection
At its core, marketing is about creating emotional connections. Humour can be one of the most effective tools for achieving this. Brands that can evoke a smile—however subtle—tend to foster stronger connections with their audience. Research shows that advertisements that elicit positive emotional responses are significantly more effective in driving engagement and sales.
Conclusion
As we move forward, let’s encourage more brands to embrace humour, quirkiness, and playfulness in their advertising. The world could use a little more cheer, and brands that tap into this can create powerful and lasting connections with their consumers. Here’s to a future filled with marketing that not only ticks the box for effectiveness but also tickles the audience!
Creative Key Marketing 