The Psychology Behind Weird Products That Shouldn’t Work—But Do

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Crocs in luxury fashion. A ketchup-scented candle. Loewe’s tomato bag. Liquid Death’s canned water in a beer can.

Across every industry, from fashion to food, a new trend is taking hold: absurdity sells. Not in spite of being weird, but because of it.

Today’s buyers—especially Millennials and Gen Z—are gravitating toward branded products that are intentionally bizarre, humorous, and seemingly irrational. But there’s a method to the madness. These products often generate disproportionate attention, cultural conversation, and emotional stickiness. In other words, they work.

In this edition of Startup Stoic, we explore the psychology of absurd branded products—why weirdness cuts through the noise, what makes people buy the unexpected, and how founders can strategically use this trend without losing credibility.

Absurdity Is a Signal in the Noise

We live in a world saturated with polished branding, templated DTC sites, and predictable product lines. Absurdity acts like a flare gun—it grabs attention, breaks patterns, and forces a double take.

According to behavioral researchers, unexpectedness disrupts cognitive filters. Our brains are wired to ignore familiar stimuli. So when we encounter something strange—say, a pizza-scented perfume or a designer pigeon clutch—we pause, process, and remember.

In marketing, that moment of interruption is gold. It doesn’t just earn eyeballs. It earns memory.

The Psychological Triggers Behind “Weird but Viral” Products

1. Surprise Creates Attention and Recall

Novelty triggers the brain’s dopamine system. When a brand does something completely off-script, it captures attention and makes the interaction feel fresh—often sparking joy or curiosity.

This is why absurd products spread on social: people love to share things that are unusual, funny, or confusing—because it makes them feel in-the-know and culturally fluent.

2. Humor Builds Emotional Affinity

Humor is disarming. It lowers consumer skepticism and makes brands feel more human.

Absurd products often use meta-humor—where the product itself becomes the joke. Think: Velveeta skincare, Liquid Death’s "Death to Plastic" campaigns, or Heinz’s hot pink sauce. These products generate laughs and brand loyalty.

In short, if you can make someone smile, you’ve opened the door to engagement.

3. Absurdity Signals Creativity and Boldness

Today’s consumers—especially Gen Z—value self-expression and brand personality over traditional status symbols. A weird product signals that the brand doesn’t just exist to sell—it exists to entertain, surprise, and take risks.

This makes the brand feel culturally alive, not just commercially polished.

When Absurdity Becomes Strategy

Brands like Liquid Death, MSCHF, and even legacy players like Heinz and Balenciaga have made absurdity part of their go-to-market model. But it’s not random—it’s calculated.

Key characteristics of strategic absurdity include:

• Deep cultural awareness (knowing the meme before the mainstream does)

• Commitment to craft (the product is weird but well-made)

• Tone consistency (absurdity is embedded in the brand voice)

• Limited drops or novelty windows (creates urgency and scarcity)

This isn’t “weird for weird’s sake”—it’s weird with purpose.

What Startups Can Learn

You don’t need a multimillion-dollar budget to tap into this approach. Here’s how smaller brands and startups can apply absurdity wisely:

1. Use Absurdity as a Trojan Horse

A ridiculous product can be the entry point for a very serious brand. Liquid Death’s comedy masks a real mission: sustainability and anti-plastic advocacy. Use humor or weirdness to open the door—but deliver something of genuine value once inside.

2. Let Personality Shine Through Products

Absurd products allow you to show rather than tell what your brand stands for. Whether it’s boldness, irreverence, or creativity, the product becomes a message in itself.

3. Test on Low-Risk Drops

You don’t need to bet the house. Launch a weird merch drop. Create a parody landing page. Run a test campaign with a strange value prop. Absurdity works best in small, viral bursts.

4. Stay Internally Coherent

Your absurd product should still feel like you. If your brand is known for premium simplicity, a wild meme-inspired product might confuse your base. The trick is to push boundaries within your tone, not abandon it.

The Danger Zone: When Weird Goes Wrong

Absurdity isn’t bulletproof. If done without intention, it can backfire. Here’s what to avoid:

• Shock with no substance – If it’s weird but uninteresting, it dies fast.

• Tone mismatch – An absurd joke that doesn’t align with brand values can feel jarring.

• Lack of follow-through – If the product feels like a stunt with no quality behind it, consumers will treat the brand the same way.

Final Frame: The Art of Being Memorably Strange

In a crowded market, weirdness is no longer risky—it’s a competitive advantage. The brands that dare to be different, absurd, and even a little ridiculous are the ones earning loyalty, conversation, and long-term value.

For startups, the challenge isn’t just building great products—it’s building ones that people can’t stop talking about.

So the next time you’re refining your offering, ask not just “Does this make sense?” but also:

Would this make someone pause, laugh, and screenshot it?

That might just be the best metric of all.

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Until next time,
—- Team Startup Stoic