Wendy’s beef with Katy Perry: Can snark-driven brands still show up with heart?

Wendy’s found itself in hot oil last week after cracking a joke that didn’t land. In response to a post about Katy Perry’s historic all-female spaceflight with Blue Origin, the fast-food chain replied: “Can we send her back?” The tweet, meant to be cheeky, instead drew backlash for undercutting a moment of female achievement- and from a brand that fronts a redheaded girl as its mascot.

Wendy’s has built a cult following with its sharp-tongued Twitter persona, known for roasting competitors and riding internet trends. Its online sass has often paid off, boosting engagement, earning headlines, and cementing its voice as one of the boldest in fast food. But this time, the snark missed the mark.

The Blue Origin flight marked a milestone: the first all-woman crew in the company’s history, featuring Perry, aviation pioneer Wally Funk, engineer Katya Echazarreta, and entrepreneur Lori Garver. For many, it was a celebration of women breaking barriers in the male-dominated aerospace field.

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Despite the backlash, Wendy’s has not issued an apology. In a statement to People magazine, the brand said it “always brings a little spice to our socials,” but added that it has “a ton of respect for Katy Perry and her out-of-this-world-talent.”

Balancing authenticity with awareness

The misfire raises a bigger question: when a brand’s voice is built on snark, spice and sarcasm, how does it avoid slipping into insensitivity?

According to Shouvik Prasanna Mukherjee, EVP global creative innovation and chief creative officer APAC at Golin, the key lies in balancing authenticity with awareness. A bold personality can be a brand’s signature fragrance, distinctive but never overpowering. This is as long as it stays grounded in real values and evolves with the culture. “The magic happens at the intersection of authenticity and awareness. When a brand strikes this delicate balance, it creates more than relevance - it builds lasting resonance with its intended audience.”

Agreeing with Mukherjee is Nizwani Shahar, CEO of Havas Malaysia, who said that boldness should never come at the expense of cultural sensitivity. “A bold brand voice should be rooted in authenticity and purpose,” she said.

"While wit and humour can engage audiences, they must be employed thoughtfully, especially when addressing topics of cultural or societal significance," added Nizwani. 

A bold voice is only as effective as the judgment behind it, said Patricia Malay, general manager of Bud Communications. “Speed and sass are great but only when they’re grounded in context and care. This wasn’t just a celebrity-in-space moment, it was a breakthrough in a field where women have historically been excluded. That’s where cultural awareness comes in. You don’t need to dull your edge but you absolutely do need to read the room," added Malay. 

Role of humour

On the use of humour, Mukherjee cautioned against aiming downwards. Humour, he added, needs to be wielded with care. "'Punching down' is essentially taking aim at those with less power or privilege. It might be easy, but it's never a good look," he said. Instead, smart brands should direct their wit at powerful systems or cultural norms that can take the hit.

"Challenger brands thrive when they cleverly expose the absurdities of outdated systems or oddities of industry giants. They can certainly critique policies or antiquated customs in service of a cause they champion, but using individuals as comedic collateral damage is treacherous territory," explained Shouvik, adding that: 

The golden rule of brand humour: aim your wit at ideas and institutions that can take the hit, not at people who have their own struggles. That’s when you cross the line from bold to bullying.

Similarly, Malay calls 'punching down' lazy. “It’s not wit when you take the most obvious shot. Humour should challenge power, not undermine progress,” she said. Wendy’s was at its best when trading playful jabs with competitors such as Burger King, said Malay. "That served a purpose and it was fun. This, on the other hand, just adds to the noise," she added.

Snark, said Mukherjee can still work if there’s a point to it. “Being edgy should serve a purpose beyond mere provocation. It should illuminate a topic, champion a cause, or advance a legitimate business interest," he said. In today’s polarised climate, brands shouldn't expect universal approval. The winning strategy isn't trying to please everyone, but staying true to principles and speaking directly to those who share your vision, he added.

In tandem, Nizwani emphasises that humour should uplift, not belittle. “'Punching down' can perpetuate harmful stereotypes and alienate audiences,” she said, stating that: 

The line is crossed whenever humour targets or belittles rather than connects and entertain.

"In this case, I believe Wendy’s is riding on the social conversation of ‘passenger’ vs ‘astronaut’. They could have jabbed at that phenomenon rather than specifically attacking Katy Perry and suggesting she should be sent back," explained Nizwani. 

She added that brands must recognise when to shift gears. “Adapting the tone to suit the context demonstrates emotional intelligence and respect for the audience. While the intent may have been humorous, the remark inadvertently undermined Perry’s personal achievement and her as an individual," said Nizwani.

A strong brand voice can quickly become a liability if it fails to consider the evolving values and sensitivities of society, she added. As such, brands must remain vigilant, ensuring their messaging aligns with their core values and the expectations of their audience.

Meanwhile, not every moment is ripe for a roast, said Malay. “A strong voice has range. You can be clever without being dismissive and cheeky without being cold. Some moments require reflection or even applause. That’s how brands build credibility - by knowing when to turn the volume up and when to step back," she said. 

In today’s social climate, brands that don’t evolve risk becoming liabilities. “If it becomes formulaic or inflexible, you risk being out of step with your audience. A strong voice should reflect your values, not just your personality, explained Malay, saying that:

Sometimes, it’s great when brands take a stand, especially on issues that matter. But not everything needs a hot take. Sometimes, staying quiet is the smarter move.

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