Is Waterboy’s ‘Bad’ Marketing Actually Brilliant?
If you’ve scrolled TikTok lately, chances are you’ve seen someone dragging Waterboy’s influencer trip, or talking about how much they hate the brand's recent campaign. But one thing stands out to me: people are still talking about it. And that’s exactly what Waterboy’s new marketing manager wants.
Controversy = Clicks?
Waterboy recently sent a crew of TikTok influencers on a brand trip that had social media users… confused, to say the least. Comments ranged from “this feels so random” to “what even is this brand?” But whether the reaction was love, hate, or sheer curiosity, the result was the same: massive online chatter. This “so bad it’s good” tactic is part of a broader, meme-fueled strategy to position Waterboy as the newest talked about brand.
Why It Kind of Works
Let’s be real: not every brand can afford to play the “messy marketing” game. But Waterboy is betting on two powerful Gen Z truths:
Virality > Polish
This generation craves authenticity, not perfection. The more offbeat and unserious the content feels, the more likely people are to share, comment, or meme it to death. Think Duolingo, Scrub Daddy, or the original Poppi ads, Waterboy is trying to join that club.Negative Attention Still Builds Brand Awareness
Even if half the comments are roasting the campaign, the name “Waterboy” is suddenly everywhere. And once people are curious enough to click the tag, visit the website, or try a flavor out of irony, the strategy has done its job.
The Big Picture
What we’re watching unfold isn’t just a brand trip,it’s a live experiment in unpolished, conversation-first marketing. The new marketing manager behind Waterboy seems to understand that in 2025, people don’t just want to see ads; they want to react to them.
Whether it’s a masterclass in disruptive branding or a short-lived TikTok moment, one thing’s for sure: Waterboy’s got us all talking.
And that might just be the whole point.