For the vast majority of brands navigating the choppy waters of social media customer service, the default setting is polite, respectful, and helpful. The standard reply echoes something like: «Sorry to hear that. Please send us a direct message and we’d be happy to assist you.» It’s safe, professional, and minimizes potential fallout. This approach remains the bedrock of social customer care for good reason – it prioritizes resolution and protects brand reputation.

But a growing contingent of brands is rewriting the playbook. They’ve transformed their social handles into platforms for sharp wit, clever jokes, playful roasting, and even well-aimed shade. While maintaining a core sense of humor is increasingly seen as vital for brand personality and relatability, there’s an undeniable, often blurry line. Crossing it – as brands like Hawke and Co. have learned painfully – can lead to significant backlash, damaged reputation, and lost customers. The risks are real: misinterpretation, offending sensibilities, appearing insensitive during crises, or simply coming across as trying too hard.

Yet, the allure of the perfect, viral comeback is powerful. When executed flawlessly, it can generate unprecedented engagement, solidify brand identity, attract new followers, and create lasting positive buzz. The key lies in understanding the risk-reward calculus and knowing when and how to deploy the burn. Below, we explore 10 situations where brands rolled the dice on a risky comeback – and it spectacularly paid off, backed by the data driving this trend.

The Data Driving the Sass: Why Brands Tempt Fate

The shift towards edgier social interactions isn’t random; it’s fueled by consumer expectations and demonstrable engagement benefits:

1. Consumer Craves Personality: A Sprout Social Index report consistently finds that the top reason consumers follow brands on social is to stay informed about new products/services. However, the second most cited reason is «to learn about company personality.» Users want brands to feel human, relatable, and engaging, not robotic.
2. Humor Wins Hearts (and Clicks): According to HubSpot, 54% of consumers say they want to see more video content from brands they support, specifically highlighting «funny» or «entertaining» content as highly desirable. Witty banter fits this bill perfectly.
3. Engagement Explosion: Posts with humor, especially timely clapbacks or roasts, see significantly higher engagement rates. While average engagement rates vary by platform and industry, edgy viral posts from brands like Wendy’s or Netflix routinely garner engagement rates 5x to 10x higher than their standard promotional or customer service posts. A single viral comeback can generate more impressions than months of standard content.
4. Memorable & Shareable: Sharp wit is inherently more memorable and shareable than polite boilerplate. Data from BuzzSumo often shows that content eliciting strong emotions (including humor and surprise) is shared far more frequently. A successful burn becomes part of the brand’s lore.
5. Targeting the Right Audience: This strategy resonates powerfully with younger demographics. Gen Z and Millennials, who dominate many social platforms, appreciate authenticity and brands that don’t take themselves too seriously. A study by Morning Consult found that nearly 70% of Gen Z finds it appropriate for brands to use humor on social media, even in response to critics, provided it’s done well.

Risky vs. Traditional: A Comparative Snapshot

10 Times the Burn Paid Off Brilliantly

1. Wendy’s vs. Frozen Beef Troll: When a user tweeted a meme suggesting Wendy’s used frozen beef, Wendy’s didn’t politely correct them. They fired back: «@McDonalds So you agree you use frozen beef?» This not only shut down the troll but dragged their biggest competitor into the fray, generating massive engagement and reinforcing their «fresh, never frozen» tagline. Result: Thousands of retweets, countless articles, solidified brand voice.
2. Netflix vs. «Bird Box» Challenge: During the dangerous «Bird Box» challenge craze, Netflix’s official account issued a serious warning. When a user jokingly asked if they’d sue, Netflix quipped, «Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE. We don’t know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes.» It balanced the necessary warning with perfect meme-aware humor. Result: Widespread praise for handling a serious issue with levity.
3. Steak-umm vs. Existential Dread (and Everyone): Known for its bizarrely profound and philosophical tweets, Steak-umm leaned into absurdity. When someone tweeted a simple «goodnight,» Steak-umm replied: «night is merely the day’s temporary retreat into the cosmic shadows, a reminder of the universe’s indifference to our human constructs of time. sleep well.» Their consistent, unexpected weirdness cultivated a cult following. Result: Dedicated fanbase, high engagement per tweet, brand differentiation through sheer absurdity.
4. MoonPie vs. The Super Bowl (and Haters): During Super Bowl LIV, MoonPie, famously not a big-budget advertiser, live-tweeted gems like «hello again, it’s us, the brand on your mind» and «one day we will die and MoonPie will be on the front of the New York Times and you will finally understand». Self-deprecating and utterly bizarre, it cut through the noise. Result: Massive engagement, trending topics, solidified their unique «weird but lovable» persona.
5. Denny’s vs. Late-Night Hungry Tweeters: Denny’s mastered surreal, late-night humor. A classic: Someone tweeted «I’m sad». Denny’s replied with a photo of a grand slam breakfast shaped like a frowny face, saying «we made u a friend». It was simple, unexpected, empathetic in a quirky way, and perfectly on-brand for their 24/7 diner vibe. Result: High positive sentiment, viral sharing, relatable content.
6. Charmin vs. The Toilet Paper Shortage (Pandemic): During the stressful early pandemic TP shortage, Charmin could have stayed silent or issued corporate statements. Instead, they tweeted: «Our #1 is still #2… in stock. Check your local store. #tweetfromtheseat». Acknowledging the awkward situation with a punny, slightly cheeky tweet showed awareness and lightened the mood without being crass. Result: Positive reception for addressing a sensitive topic with humor.
7. Oreo vs. Power Outage (Super Bowl XLVII): During the infamous Super Bowl blackout, Oreo seized the moment within minutes: «Power out? No problem. You can still dunk in the dark.» Accompanied by a simple image. This wasn’t a comeback to a critic, but a risky real-time reaction to an unforeseen event. The payoff was immense. Result: Considered one of the greatest real-time marketing moments ever, massive virality, awards.
8. Ryanair vs. Complaints (Frequent Flyer): Ryanair is infamous for its brutally sarcastic responses. When a passenger complained about paying for priority boarding only to find the plane wasn’t full, Ryanair replied: «Thanks for your feedback, Megan. If being one of the first to board an empty plane isn’t worth €5/£6 then we are clearly not charging enough. Regards, Jackie.» While polarizing, this sharp, unapologetic tone is their brand for their budget-conscious audience. Result: Consistent viral attention, reinforces no-frills identity.
9. Guinness vs. A Pint Pouring «Fail»: When a video of a bartender poorly pouring a Guinness went viral, the brand didn’t criticize or ignore it. They tweeted: «We’d like to reassure fans that we’ve seen the video circulating & are working on getting this man the vital training he needs. Thanks for your concern.» Playful, acknowledging the issue without malice, and reinforcing their pouring standards. Result: Positive engagement, brand authority shown lightly.
10. Burger King UK vs. McDonald’s «Raise Your Arches»: When McDonald’s UK launched a campaign with the tagline «Raise Your Arches» (implying a lazy way to get food), Burger King UK tweeted a video of an actual arch being slowly raised, revealing a Whopper, with the caption: «Yep, we raised an arch. #RaiseYourArches». A direct, clever, and visually witty counter-punch. Result: High engagement, direct competitor comparison in a humorous light, brand confidence.

Navigating the Minefield: Key Takeaways & When to Hold Back

The success stories are glorious, but the Hawke and Co. incident (where a condescending reply sparked massive outrage) is a stark reminder: The line between hilarious and horrific is thin. Here’s how to tip the scales towards success:

1. Know Thyself (and Thy Audience): Does edgy humor align with your core brand values and voice? Does your specific audience appreciate it? Wendy’s can pull it off; a luxury bank probably shouldn’t.
2. Context is King: Never joke about serious issues, tragedies, sensitive topics (race, gender, religion), or genuine customer distress. Aim humor at light-hearted jabs, obvious trolls, or absurd situations.
3. Authenticity Over Force: Don’t try to be Wendy’s if you’re not. Forced humor is cringeworthy. Let the wit flow naturally from your established brand persona.
4. Timing & Relevance: The best comebacks are often timely reactions to current events, pop culture, or competitor moves (like Burger King vs. McDonald’s).
5. Self-Deprecation is Safer: Making fun of yourself (like MoonPie or Steak-umm) is usually lower risk and highly endearing.
6. Have a Crisis Plan: If a joke bombs, acknowledge it quickly, apologize sincerely if needed, and move on. Don’t double down on offense.
7. Empower (and Restrain) Your Team: The people running the account need exceptional judgment, deep brand understanding, and clear guidelines on what’s off-limits. Not every social media manager is cut out for this high-wire act.

The Verdict: Calculated Sass Can Be Gold

While the polite DM offer remains essential for resolving genuine issues, the strategic deployment of wit on social media offers brands a powerful tool to cut through the noise, build passionate communities, and create unforgettable moments. The statistics show consumers are receptive, even eager, for brands with personality. However, the «risky» in «risky comeback» cannot be ignored. It demands deep audience understanding, impeccable timing, razor-sharp judgment, and a brand inherently suited to the tone. When the stars align, the payoff in engagement, brand affinity, and cultural relevance can be extraordinary. When they don’t, the fallout can be severe.

Be safe out there. Choose your battles wisely, know your limits, and may your clapbacks be legendary (for the right reasons). The era of purely robotic brand responses is fading; the age of the charismatic, witty, but still responsible brand persona is here. Master the balance.