How (Small) Brands Use Humour to Compete Against Giants

Submitted by Jack Milner on January 14, 2025
I remember watching an episode of the Dragon’s Den, where the investors were pitched a new mobile phone brand. It looked great but they all said no because it was just too difficult to compete against the Apples, Samsungs and Googles of this world.
I’m sure they were right. When you’re a small brand going toe-to-toe with industry giants, you need more than a good product.
However, quite a few small brands have come up with solution — they’ve given themselves a BIG personality. Which is where humour comes in. Here’s three small brands that have mastered this art:
- Oatly: The Swedish oat milk brand is known for its self-deprecating and quirky advertising. Their billboards read things like, “It’s like milk, but made for humans.” Oatly’s playful irreverence means it gets seen amongst the plethora of competitors in a busy supermarket aisle.
- BarkBox: This pet subscription service connects with its audience by channelling the over-the-top, doting pet-parent persona – and if our family is a reliable indicator, most pet owners fall between doting to obsessional.
Their copy is usually written by comedians so BarkBox makes dog owners laugh and makes their brand stand-out in a massively competitive market. Their dog rap Youtube film has over 600K hits https://www.youtube.com/watch?v=UCITCn7A3Mc.
- Death Wish Coffee: Dubbed the “world’s strongest coffee,” this small brand stands out with it’s dark humour. If you not come across this brand before, it’s as if a goth biker gang had been asked to market coffee. It’s very cool, non-conformist and fun. Their 2016 Super Bowl ad (won through an Intuit contest) combined their edgy voice with massive visibility, skyrocketing sales.
Humour: The Great Equalizer
For these brands, humour does more than entertain—it differentiates them in a crowded market. While the big players focus on broad appeal and serious marketing, small brands can use humour to seem more approachable and human.
By creating a voice that resonates, they punch above their weight, attract loyal customers who become their fans, and, crucially, get talked about.
The Numbers Don’t Lie
Humour isn’t just fun—it’s profitable. Oatly has grown into a global brand with a £1.7 billion valuation (2023). BarkBox reached $378 million in revenue in 2022, and Death Wish Coffee continues to expand worldwide. These brands show that witty marketing isn’t just fluff—it’s good business.
The Challenge for Small Brands
According to Adam Morgan’s Eating the Big Fish, challenger brands succeed by playing by their own rules. They’re underdogs, and their agility and creativity are their biggest weapons. Humour is a classic challenger move: it’s disruptive, relatable, and instantly makes them seem cool.
Click this link to discover the 6 Lessons from the Funniest Challenger Brands
1. Humour Gets You Noticed: In a sea of sameness, being funny grabs attention fast.
2. Stay True to Your Brand: Oatly’s irreverence, BarkBox’s dog-loving zaniness, and Death Wish’s edginess all align with their products and audiences.
3. Be Authentic: Find your humour voice and stick to it. Audiences can smell inauthenticity from a mile away.
4. Know the Line: Pushing boundaries is great, but going too far can alienate or offend your audience.
5. Humour Is Only Part of the Story: Great products, customer experiences, and solid branding are still essential.
6. It’s not for everyone. Huel is one of the UK’s most successful challenger brands. It’s whole persona is “healthy, cool, earnest and trustworthy.” It’s not completely humour free but it doesn’t want to weaken that “earnest” image.
If you want to position yourself as a challenger brand, humour is one of the quickest ways to make people sit up and take notice. Just remember: humour isn’t the goal—it’s the vehicle. Use it wisely, and you might just go from tiddler to industry big fish.