Surprise in Marketing: The Power of the Unexpected
Surprise is one of the most powerful tools in a marketer’s emotional toolkit. Psychologically, it jolts people out of autopilot, sparking curiosity and releasing dopamine in the brain. That rush of “didn’t see that coming” makes audiences more likely to remember, share, and emotionally connect with a brand.
In today’s oversaturated landscape, where attention is scarce and scrolling is endless, the element of surprise is what makes people stop, look twice, and engage.
Emotional Intelligence and Surprise
Surprise done well is more than just shock value. It requires emotional intelligence to land the right message at the right time. High EQ brands use surprise to:
Delight – delivering joy through the unexpected.
Reframe – disrupting norms or stereotypes in positive ways.
Engage – pulling audiences deeper into the brand story.
Without emotional intelligence, surprise can easily backfire—feeling gimmicky, insensitive, or manipulative. The smartest campaigns strike a balance: surprising enough to stand out, but aligned with the brand’s purpose and audience values.
Surprise in Action
Oreo’s “Dunk in the Dark” (2013 Super Bowl)
When the lights went out during the Super Bowl, Oreo’s social team jumped in with a witty tweet: “You can still dunk in the dark.” It was unexpected, perfectly timed, and became one of the most memorable examples of real-time marketing.
WestJet’s “Christmas Miracle” (2013 and 2024)
In the original campaign, the Canadian airline surprised passengers by asking what they wanted for Christmas, then delivered those gifts at baggage claim. They bought back the campign with a twist, they asked children what they thought grown-ups wanted for Christmas, surprising more than 100 guests with gifts upon arrival. The campaign blended surprise with generosity, creating viral content that built enormous goodwill.
Burger King’s “Moldy Whopper” (2020)
Breaking every rule of food advertising, Burger King showed their iconic Whopper covered in mold to prove it was free of preservatives. Shocking, yes—but also powerful in sparking debate and underlining a serious brand message about food quality.
How to Use Surprise Responsibly in Campaigns
Stay true to your brand. Surprise should reinforce your identity, not confuse it.
Think about timing. The best surprises land when they’re relevant and contextual.
Pair with substance. The shock factor fades—what matters is the story behind it.
Avoid negative triggers. Surprise should excite or delight, not distress your audience.
The Takeaway
Surprise is the spark that ignites attention. When brands use it with emotional intelligence, they don’t just get noticed—they create stories worth retelling. The key isn’t simply to shock, but to surprise with purpose, leaving audiences with a memory that sticks long after the campaign ends.
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