When the world stops making sense, absurdity starts to feel right.
In his latest Branded Sentiments column for Brandingmag, Félix Mathieu explores “Absurdgasm” — the strange relief we experience when brands stop pretending everything is coherent and instead embrace creative chaos.
From SONIC × Grillo’s Pickles and the viral Picklerita, to Krispy Kreme × Crocs, or the immersive irrationality of GENTLE MONSTER, absurdity is no longer just stunt culture. It’s emotional synchronization. A way for brands to align with a fragmented, overstimulated reality — and to signal: we feel it too.
If people don’t live in a rational narrative anymore, why should brands?
What if letting go of strict logic is not irresponsibility, but relevance?
Read the full piece here : https://www.brandingmag.com/felix-mathieu/branded-sentiments-absurdgasm-when-nonsense-branding-hits-right/
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