How humour in marketing can attract new customers

Humour can be a powerful tool in marketing campaigns as it grabs attention, is memorable and attracts new customers.  In today’s world of sharing on social media marketing channels, humour can boost exposure and leverage greater value for brands.

Humorous content tends to stand out in a cluttered marketing landscape. It can capture people’s attention, pique their curiosity, and make them more likely to engage with the message.

During the Golden Era of British advertising creativity humour was used extensively to reach out and help build business opportunities. The Collett Dickenson Pearce classic Cinzano series of the 1970s demonstrated how humour can cut through the noise and leave a lasting impression.

Humour has the ability to evoke positive emotions and create a sense of connection with the audience. When people find something funny, it triggers a release of endorphins, which can enhance their mood and make them associate those positive feelings with the brand. This emotional connection can foster brand loyalty and increase the likelihood of consumers choosing the advertised product or service.

By adding an element of humour, marketers can make their campaigns more memorable, increasing the chances of being recalled when consumers are making purchasing decisions. When people share funny content with others, it also amplifies the campaign’s reach, generating additional exposure.

By giving the property networking group Cannes Cannes Express a brand identity that is professional and evokes a quirky heritage built around the etiquette of the 1920s, we’ve been able to leverage greater recognition. In turn, this builds stronger relationships and attracts new delegates.

A reminder about hat etiquette


In competitive markets, humour can help a brand differentiate itself from its competitors. If executed well, a humorous campaign can make the brand appear more relatable, human, and approachable. It can showcase the brand’s personality and create a distinct identity that sets it apart from others in the market.

When people find something funny, they are more inclined to share it with their friends, family, and followers. This can lead to increased brand visibility, engagement, and organic reach, amplifying the impact of the marketing campaign without additional advertising costs.

However, it’s important to note that humour is subjective, and what may be funny to one person may not resonate with another. Marketers need to carefully consider their target audience, cultural sensitivities, and brand values to ensure the humour aligns with their objectives and doesn’t offend or alienate potential customers.

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