On the Nose Marketing and the Rise of the Unapologetic Brand Voice

Why on the nose marketing is working right now

The hospitality market is saturated

Restaurants, bars, experiential venues and coffee shops are competing for the same attention on Instagram, TikTok and high streets. When everyone is promising quality ingredients and good vibes, differentiation has to come from tone.

Experiential brands such as Fairgame, Swingers, Puttshack and Flight Club have built whole propositions around adult play. Suggestive lines and bold humour reinforce the energy of the space. The copy feels aligned with the experience.

On the nose marketing becomes a pattern interrupt. It makes people stop scrolling. It makes them take a photo of the wall. It turns physical space into social media content.

Safelanguage often disappears into the background.

Cancellation fatigue is real

There was a period where brands were terrified of mis stepping. Social backlash cycles felt relentless. The result was cautious copy and hyper neutral messaging.

Now audiences are more nuanced. They understand context. They distinguish between genuinely harmful messaging and irreverent tone.

The Advertising Standards Authority guidance on offence and language makes clear that rulings depend heavily on context, audience and placement. It is not simply about whether a word is used, but how and where.

The CAP Code section on harm and offence states that marketing must not cause serious or widespread offence, but it also recognises prevailing standards and likely audience expectations.

Hospitality brands have understood that a late night venue targeting adults has more latitude than a family attraction in a shopping centre.

Experiential venues thrive on innuendo

Competitive socialising is part of this shift.

“Every hole is a goal” from Fairgame is knowingly suggestive. It is playful. It matches the concept and the adult-only positioning of the venue.

Brands like Swingers and Puttshack have long used wordplay that leans into flirtation. The humour signals that this is not traditional golf. It is social, competitive and slightly mischievous.

Darts led venues such as Flight Club similarly use bold, confident language across their digital platforms and physical spaces to reinforce brand personality.

The risk works because the context does half the job.

Coffee culture is now personality driven

Independent cafés are also leaning into sharper tone. “Fuck off or flat white” reads like an exaggerated version of barista banter. It feels human rather than corporate.

Coffee is now about identity as much as product. Brands such as Grind, WatchHouse and Black Fox Coffee have all demonstrated the power of a distinctive voice within crowded urban markets.

Not all rely on swearing, but the shift towards more candid, personality led messaging is visible across the sector.

In saturated neighbourhoods, tone becomes positioning.

Why we moved from fear to boldness

The algorithm rewards reaction

Social media platforms prioritise engagement. Content that sparks comment, shares and screenshots travels further. On the nose marketing creates friction. Friction drives interaction.

A bold phrase on a wall becomes a user generated distribution.

The rules are clearer than the panic suggested

Contrary to popular belief, advertising standards are not vague.

The CAP Code clearly outlines expectations around harm and offence. The ASA advice on offence provides detailed examples of what has and has not been upheld.

Media owners add another layer. The Transport for London advertising policy sets restrictions around content that could be seen as indecent or likely to cause serious offence across its network.

For television, Clearcast guidance on swearing in ads explains how context, scheduling and likely audience influence decisions.

Brands are not being reckless. They are being informed.

What is still risky in hospitality marketing

On the nose does not mean consequence free.

Sexualisation in unavoidable public spaces

Suggestive humour inside an adult only venue is different from suggestive humour on untargeted outdoor media. Placement can be the difference between shareable and problematic.

The ASA repeatedly stresses the importance of likely audience and location in its rulings, particularly in the offence and language guidance.

Sensitive subjects used casually

Mental health, self harm and trauma are not fair game for throwaway humour. Even in a bold brand environment, certain topics carry weight. The CAP Code rules on harm and offence set the baseline that marketers cannot ignore.

Punching down

Humour built on stereotypes or protected characteristics remains high risk. The ASA advice on offence highlights the need for particular care around protected groups.

Bold should feel culturally aware, not exclusionary.