For a time, acting sassy or edgy was enough for brands seeking to break through the social-media noise. These days, however, the golden ticket is acting horny. nathanallebach writes
Illustration: by Zohar Lazar The history of brand personification on Twitter is long and filled with #authenticity fails. It started with consumer packaged goods and quick-service restaurants whose online mascots adopted personalities to promote products like light beer and fries.
One way they let loose was by gratuitously using trending terms like bruh and bae. Every brand from McDonald’s to AT&T did it for about a year, flirting their hearts out until the anonymous watchdog account Brands Saying Bae began mocking them en masse, resulting in some negative engagement and press for participants.
Photo: @Pornhub/Twitter While the general public hadn’t bought into hornyposting yet, furries were loud and proud. The community begged Tony the Tiger for sex in 2016 until it bullied him off the platform in 2018. By then, Chester Cheetah was its new daddy. Once “No Nut November” hit its abstinence-urging viral peak, everything changed. And to the confusion of everyone on Twitter, Burger King came prepared. The brand tweeted this joke about waifu, controversial anime characters, often supposed to be adults but portrayed as childlike, that people have a crush on and/or pretend to be married to. Although the joke wasn’t in the first person, it was received as if the brand itself were hornyposting.
Another one was “sliding into DMs,” which had been widely used since 2014. As taboo memes became part of common parlance on Twitter, advertisers participated with less risk, chasing the coattails of culture with confidence. On the flip side, many brands began growing stan bases by tapping into specific subcultures. Corn Nuts, a dark horse that busted this viral nut in January, continued to double down on nut memes, claiming their presence led to sales. The brand went viral months later for asking people, “Where’s the craziest place you’ve nutted?” in a now-deleted tweet.
In fact, Netflix progressively sprinkled more horny content through its accounts all year, interacting across countries and shows. “Netflix and chill” memes had peaked years earlier, but they were now being integrated into a global marketing strategy. 2020 was off to the races. Then pandemic blue balls hit. Quarantine made people excessively horny, leading to excessive hornyposting. This included the “go to horny jail” reaction meme, the “quarantine and chill” meme, and jokes about being sexually attracted to inanimate objects. But COVID’s aura put a plug in brand shenanigans, horny or otherwise.
October graced the world with a string of tweets from the official military installation at Fort Bragg, which later claimed its account had been hacked but then confirmed the perpetrator was actually a horny admin.To cap off a quiet year, BarkBox relaunched a Pigs in a Blanket toy in response to its being called a pocket pussy.2021: Horny Brand Normalization Over a year into the pandemic, marketers slowly started posting normally again.
The Hooters owl, Hootie, reminded Duo that it wasn’t the only horny owl mascot by showing off its new “pearl necklace” in this not-so-subtle meme: Photo: @PabstBlueRibbon/Twitter The very next week, Oregon baseball team the Portland Pickles posted an “accidental” pickle pic. As a baseball team, they clearly aren’t constrained by the same guardrails as most CPG and QSR brands.
Scrub Daddy persisted in matching Duolingo’s unhinged humor, with both brands using the same joke format to reference the slang term ussy, which people use to describe things as a pussy — e.g., “Duoussy” or “scrubussy.”
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