In the cutthroat world of startups, capturing attention is half the battle. While many companies rely on sleek designs or cutting-edge tech to differentiate themselves, a select few are wielding an unexpected secret weapon: humor. Let's dive into how five innovative startups are using wit and whimsy to carve out their place in the market and win over customers.
1. Dollar Shave Club: Shaving Away the Competition with Wit
When Michael Dubin launched Dollar Shave Club (DSC) in 2011, he didn't just want to sell razors – he wanted to revolutionize how men thought about shaving. DSC's breakout moment came in 2012 with a YouTube video that would change the course of the company. Starring Dubin himself, the ad took aim at overpriced, overcomplicated razors with lines like "Are the blades any good? No. Our blades are f*ing great."
The video's deadpan delivery and irreverent tone struck a chord, garnering over 26 million views and crashing DSC's website within hours of launch. This viral success wasn't just a fluke – it was the result of careful planning and execution. Dubin, drawing on his improv comedy background, crafted a script that perfectly balanced humor with product information. The company also leveraged YouTube's then-emerging TrueView ad format, which allowed viewers to skip ads after 5 seconds. This encouraged the DSC team to create an opening that hooked viewers immediately.
DSC didn't stop there. They've maintained their signature style across all marketing channels, from social media posts poking fun at grooming mishaps to YouTube videos tackling awkward men's health topics with humor. Even their product names (like "Dr. Carver's Easy Shave Butter") carry a hint of playfulness.
This consistent brand voice has helped DSC build a loyal following. As one customer put it: "I don't just buy their razors, I buy into their whole vibe." The humor-centric approach has paid off handsomely. By 2016, DSC had captured 16% of the U.S. cartridge market share, challenging giants like Gillette. In 2020, Unilever acquired the company for a cool $1 billion, cementing DSC's status as a disruptive force in the personal care industry.
2. BarkBox: Fetching Laughs and Customer Loyalty
For many dog owners, their furry friends are more than pets – they're family. BarkBox tapped into this sentiment with a subscription box service tailored for canine companions. But what really sets them apart is their doggone funny marketing strategy.
BarkBox's content team includes professional comedians who craft content from a dog's perspective. This approach shines through in their social media posts capturing the quirks of "dog people," product descriptions full of puns and playful language, and viral videos like the "Dog Mom Rap" (which garnered over 550,000 views on YouTube).
One standout example is their Super Bowl social media campaign. While other brands were pushing serious ads, BarkBox tweeted gems like "Why isn't there a Puppy Bowl halftime show? We demand Snoop Dogg." This real-time marketing approach, combined with their signature humor, helped BarkBox stand out during one of the busiest advertising days of the year.
The company's commitment to humor extends beyond marketing. They've integrated it into their product development process, creating toys and treats with punny names and designs that appeal to both dogs and their human companions. This attention to detail has helped BarkBox build a strong emotional connection with their customers.
Stacie Grissom, BarkBox's Head of Content, explains their philosophy: "Our strategy must focus on entertainment over selling." This commitment to entertaining first and selling second has fostered deep brand loyalty. As of 2023, BarkBox boasts over 2.3 million active subscribers and millions of social media followers.
3. Squatty Potty: Flushing Away Taboos with Unicorn Poop
Sometimes, the most challenging products to market are the ones addressing sensitive topics. Enter Squatty Potty, a toilet stool designed to improve posture for…well, you know. Instead of shying away from the awkward subject matter, Squatty Potty embraced it with a now-legendary ad campaign featuring a pooping unicorn dispensing rainbow ice cream.
The ad, created in partnership with the Harmon Brothers agency, is a masterclass in using humor to tackle taboo topics. It uses the ice cream metaphor to discuss bodily functions without being crude, while a dapper prince narrator adds an air of whimsy to the scientific explanations. Clever wordplay ("where your ice cream comes from") keeps viewers engaged throughout the 3-minute video.
The result? The video went massively viral, racking up over 140 million views across platforms. More importantly, it drove real business results. In the year following the ad's release, Squatty Potty's sales skyrocketed from $15 million to $19 million.
What made this campaign so effective was its ability to blend humor with education. The ad doesn't just make people laugh – it also explains the science behind the Squatty Potty's design. This combination of entertainment and information helped overcome the initial skepticism many consumers had about the product.
Bobby Edwards, Squatty Potty's CEO, admits it was a risk: "We were trying something that had not been done before." But that risk paid off, establishing Squatty Potty as a brand unafraid to push boundaries. The company has since expanded its product line and continues to use humor in its marketing, proving that even in the most unlikely industries, laughter can be a powerful differentiator.
4. DeadHappy: Bringing Life to Life Insurance
Life insurance isn't exactly a laugh riot. But UK-based startup DeadHappy is aiming to change that perception with its irreverent approach to planning for the inevitable. Founded in 2013, DeadHappy set out to disrupt the traditional life insurance market by making policies more accessible, flexible, and, yes, fun.
DeadHappy's marketing leans heavily on dark humor and playful language. They refer to their policies as "deathwishes," their tagline is "Please Die Responsibly," and their website copy includes lines like "Kick the bucket. We'll pick up the bill." This approach extends to their product offerings as well. DeadHappy allows customers to create personalized "deathwishes" – from paying off a mortgage to funding a round-the-world trip for loved ones.
The company's video ads feature two recurring characters, Mick and Tel, whose casual banter about death and insurance has resonated with viewers. As CEO Phil Zeidler puts it: "Humor is one of the most powerful ways of dealing with difficult topics." This strategy has helped DeadHappy break through the stuffy image often associated with life insurance and connect with younger consumers who might otherwise avoid thinking about such matters.
DeadHappy's tech-forward approach also sets them apart. They use a proprietary underwriting engine that can provide instant quotes based on just a few questions, making the process of getting life insurance quicker and less intimidating. This combination of humor and technology has paid off. DeadHappy saw triple-digit growth in the 12 months following a recent investment round, and they've built a strong social media following, with fans eagerly awaiting their next cheeky post.
5. SURREAL: Pouring on the Humor in a Bland Category
The cereal aisle isn't exactly known for its comedic value. But UK-based SURREAL is aiming to shake things up with its high-protein, low-sugar offerings and irreverent marketing approach. Founded in 2021 by Kit Gammel and Jared Clements, SURREAL saw an opportunity to merge the fun branding of sugary cereals with the health benefits of protein-rich options.
SURREAL's billboard campaigns have turned heads by playfully mocking established cereal brands. Slogans like "Sorry Tony, we're gr-r-reat-er for you" (a dig at Frosted Flakes' Tony the Tiger) and "Coco Pops, we've got more protein than your entire family" showcase their willingness to challenge industry giants with humor.
This cheeky tone carries through to their social media presence, where they've built a substantial following on LinkedIn (of all places) with posts like "We've decided to pivot into the lucrative world of selling pictures of cats eating cereal." This unconventional approach to B2B marketing has helped SURREAL stand out in a crowded market and attract attention from investors and retailers alike.
But SURREAL's success isn't just about clever marketing. Their product development team has created a cereal that genuinely delivers on its health claims, with up to 16g of protein and less than 1g of sugar per serving. By combining cutting-edge food science with playful branding, SURREAL has carved out a unique position in the breakfast market.
Co-founder Kit Gammel explains the strategy: "When we looked at the cereal category, there was a clear divide. You had fun, really sugar-filled cereals doing really playful marketing. And then you had all the healthy cereals, which were incredibly bland." SURREAL saw an opportunity to bridge this gap, and their approach is paying off. The company has already secured listings in major UK retailers and was recognized with the "Just Started" award in the 2023 Startups 100 list.
The Serious Business of Being Funny: Lessons from Humorous Startups
While these five companies operate in vastly different industries, they share a common thread: the strategic use of humor to differentiate themselves and connect with customers on a deeper level. However, it's crucial to note that humor alone isn't a guarantee of success. These brands combine their witty marketing with solid products, innovative business models, and a deep understanding of their target audience.
For startups considering a humor-based strategy, here are some key lessons to keep in mind:
Know Your Audience
What's hilarious to one demographic might fall flat (or worse, offend) another. Dollar Shave Club's irreverent tone works well for their target market of young men, but might not resonate with a different audience. Before launching a humor-based campaign, conduct thorough market research to understand your audience's preferences and sensibilities.
Be Consistent
Develop a unique brand voice and apply it across all touchpoints. BarkBox's dog-centric humor is consistent across their social media, product descriptions, and even their customer service interactions. This consistency helps build brand recognition and loyalty.
Don't Force It
If humor doesn't align with your brand values or product, don't try to shoehorn it in. The startups we've discussed have successfully integrated humor into their core brand identity. If your attempts at humor feel forced or inauthentic, they're likely to backfire.
Be Prepared for Some Backlash
Humor can be polarizing. Not everyone will appreciate your jokes, and that's okay. DeadHappy's approach to life insurance has drawn criticism from some quarters, but they've stayed true to their brand identity. Be prepared to stand by your marketing choices and have a plan for addressing potential negative feedback.
Back it Up with Substance
Funny marketing might get attention, but you need a great product to turn that attention into loyal customers. SURREAL's humorous ads are backed up by a genuinely innovative product. Ensure that your offerings can live up to the expectations set by your marketing.
Leverage Technology
Many of these startups have used technology to amplify their humorous approach. Dollar Shave Club's viral video leveraged YouTube's algorithms, while DeadHappy's quick quote engine makes their irreverent approach to life insurance more than just a gimmick. Consider how you can use tech to enhance your humor-based marketing strategy.
Measure and Iterate
As with any marketing strategy, it's essential to track the performance of your humorous campaigns. Use analytics tools to measure engagement, conversion rates, and brand sentiment. Be prepared to adjust your approach based on what resonates best with your audience.
In a world where consumers are bombarded with thousands of marketing messages daily, a well-timed joke or clever pun can be the difference between being scrolled past or shared widely. These five startups prove that when it comes to standing out in a crowded market, laughter might just be the best medicine – and the best marketing strategy.
As we look to the future, it's clear that humor will continue to play a significant role in startup marketing. With the rise of short-form video platforms like TikTok and the increasing importance of authentic brand communication, companies that can master the art of making people laugh while delivering value will have a significant advantage. Whether you're selling razors, dog treats, toilet stools, life insurance, or cereal, there's always room for a little humor in your marketing mix. Just remember: in the world of startup humor, the joke's not on you – it's for you, your customers, and your bottom line.
