The Gen Z Guide to Marketing: Viral Chaos, Consumer Cluelessness, and the Great Marketing Escape Plan

Marketing has always been about understanding the customer: how they feel, what they want, and how they choose to part with their hard-earned money. But here comes Generation Z, with their unbridled confidence, AI-generated visuals, and a penchant for “reverse judgment.” And boy, are they turning marketing into an over-the-top spectacle.

Let’s break this down and see how Gen Z is rewriting the marketing playbook. Spoiler alert: it’s flashy, chaotic, and often completely out of touch with the people who actually pay the bills.

Spectacle 1: Jaguar’s Wild Ride: A Marketing Masterclass in Reverse Judgment

You had one job, Jaguar : sell us the fantasy of sleek luxury vehicles tearing through urban landscapes with the power, elegance, and ferocity of—oh, I don’t know—a JAGUAR. Instead, what do we get? “Trust the reverse judgment.”

Seriously, what does that even mean? Is the “reverse judgment” a clever way of admitting this was a bad idea? Because if so, congratulations—you’ve nailed it.

But if this new tagline is some kind of cryptic statement about a one-way street where your brand gets to judge consumers while they're not allowed to judge you back, we’ve got a real problem. This isn’t about intolerance toward our fellow humans; it’s about the sheer madness of what’s being called “the future of marketing.” At its core, marketing is supposed to connect with people, not confuse them with riddles that make them question reality.

But wait—it gets better. When faced with a barrage of confused and irritated reactions, Jaguar’s marketing team doubled down with the most cryptic statement since Yoda: “We’re doubling down in Miami, and you’re going to hate what we do next.”

Oh, fantastic! Because when your customers are already baffled and angry, the best course of action is to tease them with the promise of more chaos. It’s like throwing fuel on a fire and calling it brand engagement.

Gary Vee Was Right: The Auto Industry Is Lost in the Sauce

In his book Day Trading Attention, Gary Vaynerchuk points out that car companies have been recycling the same tired marketing playbook for decades: glossy ads, dramatic voiceovers, and shots of cars cruising empty roads. It’s stale, and it’s time for a change.

But with moves like this, I can’t help but wonder: are we overcorrecting? The Jaguar rebrand feels less like a bold new strategy and more like a fever dream of a marketing team desperate to go viral at any cost.

And let’s talk cost. Jaguar reportedly spent $400,000 on this rebranding effort. Sure, in the grand scheme of things, they only need to sell about 10 cars to break even. But when the result is a tumble in stock prices and a wave of backlash, was it worth it?

The Backlash Isn’t Just Noise—It’s a Wake-Up Call

The fallout from Jaguar’s “reverse judgment” campaign wasn’t just predictable; it was inevitable. Stock prices dipped, and the internet lit up with criticism. One commenter summed it up this way: “Did the team even remember they’re selling cars?”

But hey, maybe this was all part of the master plan. If the goal was to get people talking, mission accomplished. Viral attention is the currency of the moment, and Jaguar has plenty of it. The question is, what are they actually doing with it?

Here’s the kicker: even if sales tick up temporarily, what about the long-term relationship with the customer? Marketing isn’t just about making noise; it’s about making connections. And while Jaguar’s approach might grab eyeballs, it leaves the heart untouched.

Marketers, It’s Time to Rethink the Bottom Line

Let’s be honest: we’re in an era where marketers are under unprecedented pressure to prove their value. Earning that coveted C-suite seat means showing real results. And yes, those results often come down to the bottom line - Return on Investment (ROI)

But focusing solely on sales at the expense of customer trust and loyalty is a dangerous game. Sure, Jaguar might sell a few more cars thanks to the controversy, but what happens when customers start feeling like they’re not part of the equation?

When you lose sight of the people who actually buy your product, you’re not just risking bad PR—you’re risking irrelevance.

The Bigger Picture: Where Are We Heading?

Jaguar’s campaign is a symptom of a larger issue in modern marketing. As brands scramble to go viral, they’re losing touch with what really matters: the customer. Gary Vaynerchuk 's critique of the auto industry rings true—innovation is desperately needed. But innovation that alienates the customer is the opposite of innovation.

So here’s the challenge: let’s rethink what success looks like. Let’s put the customer back at the center of the conversation. Because while “reverse judgment” might grab headlines, it’s customer judgment that ultimately decides whether a brand sinks or swims.

Let’s stop chasing viral moments for the sake of it and start building campaigns that matter. Jaguar, we’re looking at you. Let’s see if Miami can actually deliver, or if your bold prediction—"you’re going to hate it!"—turns out to be your most accurate marketing move yet.

Spectacle 2: Nutter Butter’s Existential Crisis

Nutter Butter has one job: to be a mildly sweet, peanut-shaped cookie you can’t resist eating while binge-watching mediocre TV. But in June 2023, the brand took a wild left turn, embracing what can only be described as its “unhinged era.” Enter their TikTok campaign, unofficially dubbed “Nutter Butter Unhinged.”

Those three words lit up the internet with a wellness check: "you okay, Nutter Butter?"

What began as a surreal and slightly nightmarish ad campaign exploded into viral chaos after TikTok nano-influencer Cassie Fitzwater urged her followers to “check out this insane account.” Her video, now sitting at over 3.2 million views, set the stage for the peanut-shaped cookie to dominate our For You pages. From surreal animations to borderline creepy AI-generated content, Nutter Butter leaned all the way into the bizarre—and it worked.

Peanuts for Effort, Priceless Results

The numbers don’t lie:

• Increased Sales: In the first week of June, Nutter Butter’s Amazon sales skyrocketed by 190% compared to the first week of January.
• Massive Engagement: Their TikTok account raked in millions of video views and hundreds of thousands of followers.
• Renewed Brand Awareness: Suddenly, people were talking about Nutter Butter again, and not just for cheesecake recipes.

Throw in a strategic price cut below the category average and the fact that 77% of customers still swear by Nutter Butter’s product quality, and you have a recipe for a marketing win.

If you are at all interested, here's my Nutter Butter Marketing Take

AI Gone Wrong: How Nutter Butter’s Campaign Proves Web3 Marketing is the Future        

The Reality Behind the Hype

But let’s not sugarcoat this peanut-flavored success. Did people buy Nutter Butter because they suddenly fell in love with the brand? Not exactly. They bought them because they couldn’t get the unsettling, AI-fueled imagery out of their heads. The campaign didn’t just go viral—it embedded itself in the collective subconscious, turning curiosity into sales.

Nutter Butter’s “Unhinged” strategy may have been surreal, but it wasn’t accidental. It captured attention, leaned into TikTok’s chaotic energy, and—whether you loved or hated it—forced you to look. It’s a reminder that, in the age of Gen Z marketers, the rules of engagement have changed.

They proved you don’t need a massive budget (just peanuts, pun intended) to pull off a campaign that flips the script on traditional marketing. And while this approach may not build deep emotional loyalty, it certainly delivered short-term results.

So, next time you scroll past another weird, unsettling TikTok ad, remember this: Nutter Butter walked so your nightmares—and sales spikes—could fly.

Spectacle 3: RC Cola's Basta Ad: The Wildest Gen Z Fever Dream in Marketing History (IMHO)

You thought those other campaigns were wild? Hold my soda. Let’s dive into the bizarre world of RC Cola’s Basta campaign, which is as off-the-wall as marketing gets.

In 2020, RC Cola International along with the advertising agency Gigil, unleashed a commercial so strange it became the stuff of marketing legend. Known simply as Basta (which translates to “Whatever”) or Family, this surreal piece of Gen Z-targeted advertising wasn’t just a soda ad—it was an experience. But be warned: this commercial is a wild ride and may be unsettling for some viewers. Seriously, there’s a mom with a detachable head and a boy with soda bottle glasses embedded in his back. Proceed with caution. ??

The Strategy (If You Can Call It That)

Basta was created to differentiate RC Cola from other sodas in the Philippines, particularly among Gen Z. The goal? Stand out in a market dominated by giants like Coca-Cola and Pepsi by appealing to a younger audience’s appetite for the weird, the quirky, and the downright inexplicable.

The ad centers on a family grappling with the “reveal” that their son has RC Cola bottle glasses growing out of his spine. The mom’s reaction? Removing her head, which turns out to be an RC Cola dispenser. Confused? That’s the point.

Gen Z, the Echo Chamber

This campaign wasn’t just about soda; it was about making noise. But here’s the problem: when you create an ad that only resonates with your own cohort, you risk turning into an echo chamber. Gen Z marketing teams, take note—if you’re only speaking to yourselves, you’re missing the mark.

Great marketers know how to adjust their messaging to resonate with diverse target markets. The key is understanding the customer, not just projecting your own sensibilities onto the campaign. Let’s break this down:

1. Gen Z to Millennials: Millennials appreciate nostalgia and humor. RC Cola could have taken the quirky angle while leaning into shared childhood memories of fizzy drinks, instead of leaving us baffled by soda-glasses and decapitated moms.
2. Gen Z to Gen X: Gen X values practicality and authenticity. For them, “RC Cola: Great taste, no gimmicks” might have hit the mark better than Basta’s surreal narrative.
3. Gen Z to Boomers: Boomers appreciate storytelling and trust. A campaign showcasing RC Cola’s history and quality might have been more effective in earning their loyalty.

And guess what, there are creative ways to address all three at once. Good marketing doesn’t just yell into the void—it listens, adapts, and connects.

Marketing Takeaways from the RC Cola Fever Dream

Despite its chaos, Basta achieved what it set out to do:

• Massive Visibility: Everyone, from Gen Z to Boomers, talked about this ad—even if they had no idea what they were watching.
• Sales Boost: RC Cola’s market share increased, proving that sometimes, confusion sells.
• Award-Winning Weirdness: The campaign won multiple advertising awards, solidifying its place in marketing history.

But at what cost? Did the campaign build a meaningful connection with customers, or was it a fleeting moment of shock value?

A Warning to Gen Z Marketers

Careful, Gen Z—your marketing ignorance is showing. Just because you can create something viral doesn’t mean it resonates. Flashy, bizarre, and viral isn’t always the answer. When you fail to connect with the actual customer, you’re not marketing—you’re memeing. And while memes are fun, they don’t always sell products or build lasting relationships.

Let’s remember the golden rule of marketing: it’s not about you. It’s about them. Your customer isn’t just a TikTok user; they’re a parent, a worker, a person with real needs and desires. Speak to them, not at them.

RC Cola’s Basta ad is a masterclass in shock marketing, but it also serves as a cautionary tale. It’s proof that while you can capture attention with a mom popping her head off, you might lose the opportunity to build something meaningful in the process.

So, marketers, take note: Be bold, but don’t forget to be relatable. And if you’re going to serve up chaos, at least make sure the customer isn’t left asking, “What did I just watch?”

RC Cola may have said “Basta” to traditional advertising, but as for me? I’ll stick to marketing that puts people first.

The Gen Z Marketing Playbook (for Millennials, Boomers, and Everyone Else)

Got a boss demanding you to "make it go viral"? No problem. Here’s your ultimate step-by-step guide to mastering Gen Z’s chaotic marketing playbook and unleashing some viral magic.

1. Forget the Customer: Don’t worry about their needs, emotions, or connection to your product. It’s all about going viral, baby!
2. Invent a Nonsensical Slogan: Think “trust the reverse judgment” or “peanut butter has feelings too.” If people don’t get it, that’s the point.
3. Pick a Fight with the Internet: Post something that angers, confuses, or amuses people just enough to create backlash. Backlash = mass organic engagement.
4. Double Down on the Chaos: When people ask for an explanation, give them cryptic responses like, “Just wait for Miami.” Clarity is for cowards.
5. Let the Stock Dip: Don’t panic if your company’s value takes a hit. The internet will meme you into profitability within two weeks.
6. Count the Sales: Watch customers reluctantly buy your product, not because they love it, but because they’re intrigued or haunted by your marketing.

Millennial vs. Gen Z: What Really Matters

Here’s where the divide gets real: Millennials, like me, will lose money to make sure the customer feels valued. Gen Z? They’ll lose customers to make sure the algorithm feels valued. We both lose, but I prefer for my customers to come out on top.

So, Gen Z, hats off to your chaotic brilliance. But when it comes to putting the customer first, I’ll stick to my roots. While you’re busy making people question their sanity with existential cookie ads, I’ll be over here building relationships that last longer than your trending hashtag.

Final Thoughts

Marketing is about more than clicks, views, and viral stunts. It’s about creating real connections with real people who spend their real money. And let’s be honest, the thread running through these chaotic campaigns is clear: people are searching for their tribes, longing for a sense of community. That’s great! But here’s the kicker—when individual preferences are pushed on the masses instead of cohabitating in a true community cohort, it backfires spectacularly.

 "And let’s be honest, the thread running through these chaotic campaigns is clear: people are searching for their tribes, longing for a sense of community."        

The consumer reactions we’re seeing prove that building meaningful, actionable communities simply isn’t possible in a Web2 environment. The algorithms, the noise, the endless scroll—it’s not designed for connection. But Web3? That’s where the magic can happen. By locking up your content and monetizing it for those who actually care about what you’re saying, you can build something real—something that resonates, engages, and grows.

So, while the current playbook is all about creating communities, my advice is to move those efforts to Web3. Focus on a space where your content isn’t diluted by the masses but cherished by the few who truly align with your vision.

And here’s the thing: you probably don’t care about what I have to say—but the folks at Market Movers do. That’s who I build for, talk to, and grow with. If you’re ready to make marketing more than just noise, come join us.

Now, back to my regularly scheduled program of actually caring about the people who pay my salary. #CustomerFirst #MarketingMatters