Funny Business: Ways to Use Humor in Marketing

When it comes to marketing, humor can be a game-changer. The right joke or witty turn of phrase can make your brand not only memorable but also downright lovable. However, there’s a fine line between clever and cringe. Misuse humor, and you might find yourself trending on Twitter for all the wrong reasons (and not in a cool “viral” way).

So, how do you use humor effectively in marketing without risking your reputation? It’s all about doing this, not that. Let’s break it down.

Do This: Know Your Audience

Not That: Assume Everyone Shares Your Sense of Humor

Humor is subjective. What makes one person laugh might make another roll their eyes—or worse, take offense. The key to using humor effectively is understanding your audience’s preferences, values, and sensitivities.

For example, if your target audience is millennials, witty pop culture references might hit the mark. But if you’re marketing to C-suite executives, a playful jab at corporate jargon might resonate better.

Pro Tip: Test your humor on a small focus group or your team before releasing it to the masses. If it doesn’t land with them, it won’t land with your audience.

Do This: Use Humor to Highlight a Point

Not That: Be Funny for Funny’s Sake

Humor works best when it’s tied to your brand message or product. A well-placed joke can emphasize a key point or solve a customer pain point in a memorable way. However, humor that doesn’t connect to your brand might make people laugh…and then forget you entirely.

Example: Old Spice’s iconic “The Man Your Man Could Smell Like” campaign uses over-the-top humor to highlight their product’s appeal in a way that’s unforgettable—and on-brand.

Pro Tip: Before adding humor, ask yourself: Does this joke enhance my message or distract from it?

Do This: Balance Humor with Professionalism

Not That: Sacrifice Credibility for Laughs

Being funny doesn’t mean you can’t be professional. The best humor adds a touch of personality to your brand while maintaining credibility. If your jokes come across as unprofessional, you risk losing trust with your audience.

Example: Mailchimp’s quirky marketing campaigns use humor (like their “Did You Mean Mailchimp?” campaign) while keeping their messaging polished and reliable. It’s proof that you can have fun without losing authority.

Pro Tip: Run your humor through the “Would I Say This in a Business Meeting?” filter. If the answer is no, reconsider.

Do This: Stay True to Your Brand Voice

Not That: Jump on Every Trend

It’s tempting to ride the wave of the latest internet joke or meme, but if it doesn’t align with your brand voice, it can come across as forced or out of touch. Stick to humor that feels authentic to your brand. (And for the love of Pete, please stop paraphrasing "Got Milk?")

Example: Wendy’s Twitter account is famous for its snarky, playful tone that perfectly fits their brand identity. It works because it’s consistent with their overall messaging.

Pro Tip: If a trending joke doesn’t naturally fit your brand, let it go. There will always be another.

Do This: Keep It Inclusive

Not That: Punch Down or Offend

Humor should never come at someone else’s expense. Jokes that are offensive, divisive, or mean-spirited can quickly backfire, turning your audience against you. Instead, aim for humor that’s lighthearted and universally relatable.

Example: Coca-Cola’s “Share a Coke” campaign used playful personalization that made people smile without alienating anyone.

Pro Tip: Steer clear of controversial topics unless they’re handled with extreme care—and even then, it’s usually not worth the risk.

Do This: Use Humor Sparingly

Not That: Overdo It

Humor is like seasoning—a little goes a long way. Overloading your marketing with jokes can dilute your message or make your brand seem like it’s trying too hard. Instead, use humor strategically to emphasize key points or make your content more engaging.

Example: Apple’s marketing often uses subtle, clever humor (like the “Get a Mac” campaign), making their brand feel approachable while keeping the focus on their product’s superiority.

Pro Tip: Save your best jokes for headlines, taglines, or social media—places where quick wit packs the most punch.

Need Help?

Humor, when done right, can transform your marketing from forgettable to unforgettable. The secret is to strike the right balance: know your audience, tie humor to your brand, and keep it professional yet playful.

By following these tips (and avoiding the pitfalls), your brand can make meaningful connections with your audience—and maybe even go viral for all the right reasons. And if you need help with your humor, Cup O Content is here for you.