The Week That Got Marketers Talking

Two brands. Two controversies. One shared lesson for marketers.

Ryanair and The Ordinary couldn’t be more different in tone, style or sector. But this week, they both found themselves under the spotlight for brand moves that raised more than a few eyebrows. And while each situation may seem worlds apart, they’ve both triggered the same question:

How far can you push for engagement before your brand values start to unravel?

When Does Tone of Voice Cross the Line?

Ryanair’s social team are no strangers to online buzz. They’ve built a reputation around punchy memes, self-deprecating jokes and a cheeky tone that rides the algorithm well.

But this week, their response to a passenger joking about being stuck in a window seat without a window veered into uncomfortable territory. The passenger happened to be bald. Ryanair replied asking if he was flying to Turkey – a well-known destination for hair transplant procedures.

While some followers laughed it off, others weren’t so impressed. The backlash was swift: “Mocking someone’s appearance isn’t banter. It’s bad form.”

Therein lies the risk. When your brand lives on the edge, the line between relatable and ruthless becomes dangerously thin.

Tone of voice isn’t just a content style; it’s a reflection of your values. And when it leans too heavily into cruelty, even in jest, the brand sentiment can shift fast.

A Brand Built on Simplicity… Now Selling Eggs?

Meanwhile, The Ordinary made headlines in the US by selling branded eggs in-store during an egg shortage.

The brand, known for its stripped-back, science-first approach to skincare, leaned into a topical moment for what appeared to be a cheeky PR stunt.

But their audience wasn’t buying it – literally or metaphorically. Online reactions were confused at best, accusatory at worst. Many long-term fans of the brand called it out as a departure from the values that made them trustworthy in the first place.

Adding to the confusion is the fact that The Ordinary is certified vegan by PETA. For a brand that proudly communicates cruelty-free, animal-conscious values, the choice to associate themselves with animal products – even in a stunt – felt jarring.

When a brand built on credibility and consistency starts to act out of character for the sake of a moment, it creates friction. Not every trend is worth jumping on.

The Bigger Picture

Brand Identity is a long game.

These moments are reminders that in the race to go viral, some brands lose sight of what makes them recognisable, respected, and remembered.

We’re in an era where social media is the voice of a brand. And in fast-moving environments, it’s tempting to act quickly for attention. But long-term brand trust is built slowly. Carefully. Intentionally.

If your tone of voice doesn’t ladder back to your brand values, it’s just noise. And in a world full of noise, the brands who win are the ones who know exactly who they are and show up that way – every time.

Brands need to move intentionally. Don’t go viral at the cost of who you are.