• Trolling beyond the negative.
• Celebrity trolling: The Ryan Reynolds and Blake Lively Love story
• NANDOS: Viral and Political, always Funny.
• MSCHF: A DADA Troll.
• O.I. for Non-threatening trolling.

In the universe of the internet, trolling is often associated with negativity and controversy. But there is an actual strain of trolling that has transcended into a form of entertainment and humour. It is in fact revered as an Art. One prime example of this phenomenon can be found within the marketing strategies of South African fast-food chain NANDOS. Renowned for their cheeky and irreverent approach, NANDOS consistently engages in trolling by injecting humour into political discourse and topical incidents. This unconventional marketing tactic has garnered attention and praise, showcasing that when done right, trolling can be not only entertaining but also beneficial for brands.

Celebrity trolling: The Ryan Reynolds and Blake Lively Love story

Beyond the realm of fast-food, the world of celebrity banter has become a stage for entertaining trolling. A notable example is the playful and humorous exchanges between Hollywood power couple Ryan Reynolds and Blake Lively on Instagram. Their witty banter not only entertains their followers but also exemplifies how trolling, when infused with light-heartedness, can transcend negativity and contribute to a positive public image. From sarcastic captions to unflattering candid photos to poking fun at each other on talk shows, these two have become a tongue in cheek hero of the movement.

This high-stake celebrity trolling, as exemplified by Ryan Reynolds and Blake Lively, showcases how public figures can leverage humour to connect with their audience. Their banter on social media humanizes them and creates a relatable image, contributing to the overall likability of both individuals. This form of trolling transcends mere entertainment; it fosters a positive relationship with followers and underscores the notion that humour, when used responsibly, can be a powerful tool for connection.

NANDOS: Viral, Political, always Funny.

NANDOS, a trailblazer in the realm of brand trolling, has mastered the art of using humour to navigate sensitive topics. There are no sacred cows in this narrative. By leveraging the popularity of viral incidents and political controversies, NANDOS inserts itself into the conversation with witty and light-hearted social media posts. This approach not only entertains the audience but also positions the brand as socially aware and unafraid to tackle pertinent issues. The positive engagement generated by NANDOS’ trolling contributes to brand loyalty and establishes a unique brand identity. It requires a cleverness to be ironic, but to wield satire requires a true sophistication. NANDOS dishes out satire in spades, never skipping a beat.

MSCHF: A DADA Troll.

In the domain of brands, MSCHF has emerged as a unique player that takes trolling to new heights. This inventive brand creates absurd and satirical products that poke fun at high fashion streetwear and luxury brands. What makes MSCHF stand out is not just the audacity of their creations but also their ability to sell out within seconds. This success prompts an exploration into the positive return on investment (ROI) that can stem from non-threatening trolling conversations, setting brands apart and making their narratives truly stand out.

MSCHF employs trolling with a thrilling Dadaist approach by creating absurd products that mock high-end fashion and luxury brands. (The Dada Art movement developed in reaction to World War I and consisted of artists who rejected the logic, reason, and aestheticism of modern capitalist society, instead expressing nonsense, irrationality, and anti-bourgeois protest in their works). For MSCHF, their latest iteration is a meta-version of the designer bag. It’s a surreal journey down the rabbit hole to discover the love child of knock-off Birkin bag mashed with a Celine Bag, combined with a Dior Bag and finally merged with a Balenciaga Bag. The mutant object of desire is both silly and aesthetically intriguing and above all triggers all kinds of conversation about the monetisation of taste, fashion, and covetousness. Other wild adventures include a toaster that burns the image of Jesus onto bread to rubber chicken bongs, giant breakfast cereal fruit loops, to Birkenstock sandals made from actual Birkin bags. And of course, the controversial Jesus and Satan Nike sneakers promoted by Lil Nas X, a culture shifting moment in own right.  MSCHF’s creations are as irreverent as they are intriguing. The absurdity of their products serves as a commentary on consumerism and brand obsession. It resonates with a younger, more sceptical and cynical audience and even has GENX tickled pink with the reconstruction and subversion of nostalgia. The limited availability and rapid sell-out of their products contribute to the allure, creating a sense of exclusivity and demand.

R.O.I. for Non-threatening trolling.

The positive ROI for brands engaging in non-threatening trolling lies in the ability to capture and maintain audience attention. In an era where information is abundant and attention spans are fleeting, brands that stand out in unique and humorous ways leave a lasting impression. Trolling, when done with finesse, becomes a form of storytelling that resonates with consumers, sparking conversations and creating a memorable brand narrative. Non-threatening trolling allows brands to showcase authenticity and personality. Consumers are more likely to connect with brands that demonstrate a human touch, and humour is a universal language that fosters such connections. It will be interesting to watch fledging A.I. try this out. For now, brands like NANDOS, Ryan Reynolds, and MSCHF understand that the key to successful trolling lies in maintaining a balance between wit and respect, ensuring that the humour resonates without causing offense.

Trolling has evolved beyond mere controversy and negativity. When done with tact and humour, trolling becomes an art form that not only entertains but also leaves a lasting and positive impression on consumers. It ultimately contributes to a brand’s success in a dynamic and competitive market. It harnesses a power that captures audience attention, fosters positive engagement sentiment, and sets brands apart.