Between laughter and mission statement

While other brands use glossy images and soft claims to attract attention, Sixt drives straight through the middle with meme culture and political exaggeration - always a touch too brash, always one step faster than the rest. The most recent campaign, in which Cora Schumacher satirizes her ex-husband Ralf Schumacher's "Wirkaufendeinauto" commercial, achieved over 100,000 likes within one day. The strategic course: maximum brand impact with minimum media spend and a preference for reaction over reach. Or, to put it less ironically: Attitude instead of harmlessness.

And that is no coincidence. Sixt is not simply positioning itself as a car rental company, but as an opinion brand - one that takes a stand, gives an edge, does not shy away from discussions. At a time when many companies avoid controversy like a pothole, Sixt goes about it with speed. But strategic brand management means more than just pointed posts. The decisive factor is that Sixt has been working on a clear image for years: urban, self-confident, fast in the mind as well as on the road. The meme campaigns are just the visible result of this. Behind this is consistent brand management that knows that digital culture is not just a surface, but identity.

Of course, the risk remains. Get the title wrong once - and the shitstorm is booked. But Sixt takes this into account. Because one thing counts above all in the brand balance: visibility. So the question is not whether you are allowed to do this. But rather: Whether you can. And whether your own brand is strong enough to sustain such a tonality.

What do you think? Is polarization a valid brand essence today - or just a risky stunt in the social media circus?

Here is the link: https://www.absatzwirtschaft.de/sixt-und-die-meme-kultur-wie-viel-bringt-provokante-online-werbung-274302/