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A New Approach: Embracing the Stinginess – Ryanair’s Unique Branding Strategy

Ryanair, the infamous low-cost carrier, has always been associated with its penny-pinching approach. However, instead of shying away from this reputation, Ryanair has decided to fully embrace it, and it seems to be working.

Former head of social media, Michael Corcoran, is the mastermind behind Ryanair’s online persona that manages to turn the airline’s stinginess into a source of humor and entertainment on platforms like Twitter and TikTok. Rather than taking customer complaints seriously, Ryanair takes a lighthearted approach, playfully trolling their passengers and even poking fun at their own strict policies.

One might wonder why a company notorious for its add-on fees and stringent rules would choose to mock its customers. Surprisingly, this unconventional strategy has paid off. Ryanair has amassed an impressive following of 2.1 million users on TikTok alone, showcasing their ability to strike a chord with travelers who appreciate their quirky and cheeky branding.

But how does Ryanair benefit from seemingly taunting its customers? The answer lies in the power of engagement. By embracing their stingy reputation, Ryanair creates a unique and memorable brand identity. Their humorous interactions with customers not only entertain but also generate buzz and word-of-mouth marketing.

While some traditional airlines may focus on offering additional services or amenities, Ryanair has found success in embracing its no-frills image. By openly acknowledging their cost-cutting measures, they position themselves as the ultimate budget airline, attracting a specific market segment that values affordability above all else.

Ryanair’s branding strategy serves as a reminder that it’s not always necessary to follow the traditional path to build a successful brand. By embracing their stinginess and challenging the norms of customer service, they have managed to create a distinct identity that resonates with their target audience.


1. Does Ryanair actually charge passengers for bringing pastries on board?

Yes, it is true. Ryanair charges a fee of £39 for passengers who wish to bring pastries on the plane.

2. How has Ryanair’s approach to social media helped their brand?

Ryanair’s humorous and lighthearted approach on platforms like Twitter and TikTok has helped them build a unique brand identity. It has allowed them to engage with their audience, generate buzz, and establish a strong online presence.

3. Why would Ryanair choose to mock their own customers?

Ryanair’s decision to mock their customers is part of an unconventional branding strategy. By embracing their stingy reputation, they create a distinct identity that resonates with their target audience and sets them apart from other airlines.

4. What is the benefit of Ryanair’s engagement on social media?

Engaging with customers on social media allows Ryanair to create a personal connection and build brand loyalty. Their humorous interactions help them stay top of mind and encourage positive word-of-mouth marketing.