Yesterday, I was scrolling on X, minding my own business, when Ryanair decided to be, well, Ryanair.

Their latest tweet? A reply to a passenger featuring the phrase “Turkey flight,” a not-so-subtle jab at the passenger’s bald head (because, you know, Turkey is the unofficial hair transplant capital of the world). And while Ryanair has built its X persona on a foundation of sass, this one felt a little too mean-girl-in-high-school for comfort.

Clapbacks and snarky brand responses are nothing new. But at what point does “bold marketing” just become corporate cyberbullying? And why do brands keep doing it?

When Banter Becomes Bullying

Ryanair isn’t the first, nor will it be the last, brand to straddle the fine line between edgy and outright mean. In the age of X (formerly Twitter, but still just as messy), brands have evolved from customer service robots to full-on internet personalities with attitude.

And Gen Z loves it.

We grew up with meme culture, where sarcasm is currency and humor is a little unhinged. Brands know this, so they try to mimic it—sometimes a little too well.

Take Wendy’s, the OG of brand roasts. Their National Roast Day is practically a sport at this point. But occasionally, their savage replies feel less like playful teasing and more like “I will personally destroy your self-esteem for likes.” For example, when a user tweeted “Roast me,” Wendy’s replied, “Get one of your 51 followers to do it.” Ouch.

Or Duolingo, which thrives on chaotic energy. Their TikTok persona screams “unhinged bestie who overshares,” but even they’ve missed the mark—like jumping into serious conversations with a joke and facing backlash for insensitivity. Turns out, the world wasn’t ready for language-learning mixed with dark humor.

And let’s not forget PlayStation Middle East, which once got into a heated exchange with an Xbox fan, throwing shade about exclusives in a way that felt more personal than playful. When brands in the region attempt to mimic Western-style sass, it often comes off as forced—like your khalto trying to use Gen Z slang.

The Real Reason Brands Are So Sassy

Why do brands do this? Is it just a Gen Z humor thing, or is there something bigger at play?

Spoiler: It’s engagement.

A brutal takedown or a savage reply gets likes, retweets, and shares—fast. A brand’s worst nightmare is being ignored, and snarky tweets? They get attention. Ryanair’s “Turkey flight” tweet racked up thousands of interactions, not necessarily because people agreed with it, but because it was shocking enough to go viral. And in the world of social media marketing, outrage is just another form of reach.

The Middle Eastern market is no stranger to this strategy either. KFC Arabia, for instance, has tried incorporating sass into its digital persona, but responses from consumers can be unpredictable. Unlike Western audiences, where sarcastic brand voices are almost expected, Middle Eastern audiences tend to value a mix of humor and respect—roasting someone outright can backfire.

The Risk of Going Too Far

The issue? Once a brand throws shade, the internet joins in. A single tweet can turn into a full-on pile-on, with strangers roasting one unlucky customer on a massive scale. What started as a witty comeback can spiral into cyberbullying, and that’s when the fun stops.

Even worse, brands can end up alienating their own audience. Sure, Gen Z loves a good roast, but we also love authenticity. If a brand’s snark feels forced or downright cruel, the same audience that made them go viral can turn on them just as quickly. And let’s not forget the PR nightmares that come from a joke gone too far. One bad tweet can haunt a brand forever.

Should Brands Dial It Back?

Look, I’m not saying brands should ditch humor. We don’t need every corporate account sounding like a legal disclaimer. But there’s a big difference between being funny and being a bully.

Before brands hit “post,” they should ask themselves:

  • Is this actually funny, or just mean?
  • Would we say this if the person was standing in front of us?
  • Are we engaging, or just embarrassing someone for likes?

Social media moves fast, and what’s hilarious today can be problematic tomorrow. A witty brand voice is great, but it should never come at the cost of basic decency.

So next time a brand’s “savage clapback” goes viral, ask yourself: is it clever marketing, or just digital playground bullying in disguise?

And if a brand ever tries this in the Middle East? They should probably check if their audience is laughing with them, or at them—otherwise, they might just end up being the joke.