Hello there. Typos usually make us cringe. But what if they’re not accidents? Brands are messing up—not to be sloppy, but to make you look twice. People love to feel smarter—and spotting a mistake is the perfect excuse to engage.
Did They Really Misspell That?
Ever snapped a photo of a billboard with a weird typo? Or left a comment on a post just to correct the spelling? You’re not alone. The content that gets talked about, shared, and liked the most is flawed—misspellings, mispronunciations, awkward edits. The kind of flaws you can’t help but notice.
Messy on Purpoes
Perfect content is easy to scroll past. But when something feels off—your name spelled wrong on a cup, your brand being spelled wrong in front of millions—you pause. It grabs you. These aren’t mistakes, they’re engagement generators. And some of the smartest brands out there are doing it on purpose.
Remember when Coors Light plastered “refershment” across a massive Times Square billboard?. Same with brands building Office-style campaigns that lean into awkward silences and chaotic moments. It breaks every “best practice” rule—and somehow performs better because of it.
Flaws Build Trust
One study found that shoppers were significantly more likely to buy a banana labeled “sad single”—a quirky emotional nudge that boosted sales by 58%. Why? Because it showed a little vulnerability. The Service Recovery Paradox shows small mistakes (when owned) actually boost loyalty.
And think about it—no one trusts all 5-star reviews. It’s the 3- and 4-stars with honest pros and cons that feel real. Perfection feels suspicious. Imperfection feels believable. We spend so much time hiding our flaws—turns out, that’s what people trust and connects.
Human, Not Perfect
We bond over the typo, the awkward pause, the moment that makes you say “same.” Flaws make us human. The smartest brands today aren’t afraid to mess up a little. Because they know the real flex isn’t perfection—it’s making people care. And sometimes, that means spelling it wrong… on purpose.
Fresh Finds: Creator Collabs
They’ve got millions of fans, viral products, and now… shelf space. You might not follow them—but your customers do.
From Subs to Sundaes
Sidemen’s Sides drops ice cream in flavors like Marshmallow Cake. Built to break the internet—and the freezer aisle.
Game Fuel, Upgraded
SMii7Y’s cooking up his own energy drinks with Gamer Supps—starting with their first-ever canned release.
Snack Like a Kardashian
Khloé drops Khloud Protein Popcorn with flavors like Sweet & Salty. 7g of protein, 100% Kardashian-level branding.
