Social Currency & Ironic Branding.

The Aussies are absolutely killing it when it comes to chaotic, ironic branding.

And no, negativity in branding isn’t just about shock value. It’s a coded wink — a quiet signal to those who get it. Brands like Sad Girl Matcha aren’t trying to appeal to everyone. They're curating a vibe. If you're in on the irony, you're in the club.

There's real social flex in eating ceremonial-grade matcha from a jar that jokes Sad Girl. It’s a deadpan response and rejection of #blessed, hyper-curated wellness culture. The branding says: I’m self-aware. I see the bullshit. I don’t take myself too seriously. And if someone doesn’t get the joke? Even better. That’s the point.

https://sadgirlmatcha.com/

I MISS YOU SO MATCHA

This Melbourne-based startup just launched at a wild $22 per jar — a price that sounds absurd until you realise they’re not selling matcha. They’re selling belonging. Social currency. A cultural wink in a weird, spreadable format.

Ironic Products as Identity Signals

People use ironic products to signal identity. What looks bleak or unserious on the surface often hides sharp cultural commentary. It flips expectations on traditional product marketing. You’re not highlighting benefits. You’re highlighting belonging.

Humour Is a Strategic Weapon

Humour — especially dark, self-deprecating, or absurd humour — is a major lever here. It taps into what psychologists call benign violation theory: something is funny when it breaks a norm, but not in a threatening way. It’s the tension between wrong and harmless that makes people laugh — or at least double take.

Create and Release Tension

Great edgy brands master emotional dissonance. They pair a product with an unexpected tone, creating a little jolt of surprise or discomfort. That tension and its resolution becomes the hook.

Take Slather, for example. Their tagline: “The sun is not your friend.” It’s a complete pivot from typical sunscreen ads. No beach babes, no golden-hour glow. Just an offbeat sun mascot hell-bent on burning you to a crisp. Hilarious. And uncomfortably honest.

https://slather.com.au/

SUN IS NOT YOUR FIREND. NEVER TRUST SOMETHING THAT MAKES PINTS WARM.

It works because it positions Slather against every other sunscreen brand — and goes after an overlooked demographic: men, who often skip sunscreen entirely. That unexpected combo of humour, hostility, and health? It sticks.

So What Does This All Mean?

Intentionally sardonic branding isn’t about being edgy for edginess' sake. It’s strategy.

It’s a way to stand out, spark conversation, and build in-group clout — especially in saturated FMCG categories where everything looks the same.

Another example with be : Liquid Death – Mountain Water

What it is : A canned water brand that looks like a metal beer or energy drink, complete with a flaming skull logo and heavy metal aesthetic.

The irony : It’s just water. But it’s marketed like the most hardcore drink imaginable. The tagline?

“Murder your thirst.”

Social currency : You're not boring — you’re edgy and hydrated.

When you use sadness, swearing, death, or darkness deliberately, you create cultural tension. You make your audience feel something. You signal, “This isn’t for everyone — and that’s exactly why it works.”

Because in a world drowning in curated, algorithm-safe content, sometimes the most powerful move is to say the unspeakable… and half-mean it.

Need help building out your company communications frame work? Let’s talk.