Do you want your marketing to stand out? Have you thought about swearing in your marketing? It’s not for everyone, but the use of controversial marketing methods can be beneficial for the right kind of business. In this article, we’ll discuss whether swear words are okay to use and how to use them effectively if you choose to use them.
Is swearing in marketing okay?
This is a moral quandary. Rather than a straight down the middle yes or no, most people would say the use of swear words can be appropriate in the right context. Swear words attract so much attention because they involve taboos, those aspects of our society that make us uncomfortable. Swear words will change over the course of time as society shifts and changes but their current use can be impactful in all scenarios. Swear words are more arousing, more shocking, more memorable and more evocative than other language stimuli. So swearing from a practical sense can really be a bold statement that stays in the viewer’s or listener’s mind for longer. While it shows that swearing can have a great effect, only you can decide from a moral point of view whether swearing should be used at all.
How to use swearing in marketing
If you’ve decided that swearing in your marketing has the green light from a moral perspective, it’s time to decide whether it has a practical application in your business. You may not care about its usage but your customers might. Proceed with caution and if you are able to tick all the boxes below, you are clear to use expletives all you want.
Does it fit with your brand
This is the most vital question you must ask yourself. Does swearing fit with your brand? If you have a more traditional, corporate and formal tone to your company culture, it’s unlikely that swearing will work for you.
In general, brands that utilise swear words have a more casual, friendly or edgy brand style. Their use tends to have a lot of comedy associated with them. The Meatless Farm, M*** F*** campaign used the concept of swearing to great effect, juxtaposing a sweet old granny with her saying ‘Now that’s a M*** F*** burger’. It’s a good example of the use of swearing without moving too far away from brand ideals.
Does it convey the right message
Every piece of marketing should have a purpose. You should use swearing in your marketing only if it fits that purpose and is sending the right message. Does the swearing, or ‘swearing’ variant, make your brand memorable, does it convey the product or service you provide or does it make a digital ad more likely to be clicked? If it doesn’t actual incentivise your audience, it doesn’t have a place.
A good example of its use to convey a message was Air Asia’s ‘Phuket I’ll go’ campaign. It was a great way to engage a western audience and invite them to travel to Asian destinations at a low cost. The ad covered what the deal was, how it was affordable and used language that their target audience would be familiar with.
Will it have an impact
As with messaging, you want your marketing to make an impact. But swearing could result in a good or bad impact depending on its usage. Some audiences may celebrate your unorthodox style while others may be put off by it. It’s good to review your current audience and the audience you want to attract, especially if you are hoping to expand into new markets. How will your customers feel if you introduce swearing into your marketing and/or branding.
Adverts aren’t always about sales, they can be about getting information to your audience. A great example of an established company using swearing to convey an important message was KFC. When their UK stores ran out of chicken in 2018, there was uproar. Some people (Idiots) even called the police! KFC’s response was to roll out an apology advert with the classic KFC lettering on their buckets, swapped round to FCK. This fun little play on their existing branding showed audiences that they did mess up but it also humanised the corporate look.
Will you get in trouble with authorities
Another thing to consider is whether you will be breaking any marketing laws by including swearing in your adverts and marketing efforts. The Advertising Standards Authority can pull adverts they deem to be offensive or harm people in any way. While not everyone agrees with the judgement of the ASA, they have the power to enact their assessment.
Do I swear in my marketing?
I generally do not swear in my marketing, especially when other adequate words exists. I am not averse to using it though, especially in social media and blog topics that may require a little bit of lightheartedness. I try to be as inclusive as I can in my language and for some people the use of swear words would exclude them, so I tend to avoid its excessive use. While it’s important to discuss controversial topics, it can often be done in a way that is inclusive to all.
Content marketing for if you don’t give a F**k
If you have a controversial marketing idea and want to implement it, get in touch with me. I’m happy to provide advice and expertise on using swearing and specific wording in your campaigns. As an experienced writer, I have a great deal of empathy and understanding for a wider variety of audiences. Check out my portfolio for examples of my work. If you can’t see your industry or style, let me know as I have worked on many different projects throughout my career.