If you’ve scrolled TikTok, X, or Instagram lately, you’ve seen it. Brands going completely unhinged—posting chaotic memes, hopping on absurd trends, and engaging with their audience like a feral best friend, not a corporate entity.

Case in point: Nutter Butter.
Their social media strategy is gloriously off the rails—random, funny, borderline nonsensical. And guess what? It works. Their engagement is through the roof, and they’ve become a cult-favorite snack brand with an online personality that's more “chronically online” than corporate.

So why are brands going unhinged? And should your business consider it too?

The Method to the Madness: Why “Unhinged” Works

Authenticity in Chaos:
Gen Z and younger Millennials are tired of polished, safe brand voices. They crave realness, humor, and content that feels human (even if it's a little weird).

Stop-the-Scroll Factor:
The internet is loud. An unhinged, unexpected post (think Wendy’s roasting people or Duolingo’s mascot chaos) grabs attention in milliseconds.

Community Vibes:
People love being “in” on the joke. Self-aware, funny content builds a tribe of loyal fans who feel connected beyond the product.

Brands Doing Unhinged Right:
Nutter Butter: Memes, absurd tweets, pure chaotic energy.

Duolingo: Their owl mascot terrorizes TikTok with “unhinged” thirst traps & snark.

Slim Jim: Embracing meme culture and speaking fluent internet.

Liquid Death: Selling canned water like it’s a hardcore energy drink.


Should You Go Unhinged? (And How to Do It Smartly)

➡ Know Your Audience:
 If your clients value humor, pop culture, and don’t mind a little chaos, go for it. If they’re more traditional—maybe keep it mild.
➡ Pick Your Platform:
 Unhinged works best on X (Twitter), TikTok, and Instagram Reels where casual, viral content thrives.
➡ Keep It On-Brand (Even If It’s Off-Brand):
 You can be funny and strategic. Stay aligned with your core values, just loosen up the tone.
➡ Hire a Social-Savvy Partner:
 (Hi, that’s us 👋🏼) Happy Brands Co helps businesses find their voice—whether that’s polished, playful, or delightfully unhinged.

Final Thought:
Being unhinged isn’t about losing your professionalism. It’s about being bold, relatable, and memorable in a sea of sameness.
The brands who dare to be weird? They’re the ones we remember.