The travel industry is witnessing an unexpected phenomenon as Jet2, a budget travel company, finds itself at the heart of a viral TikTok meme. Millions have been sharing clips of their holiday mishaps, all set to the upbeat jingle of Jet2, specifically Jess Glynne’s “Hold My Hand.” While this may seem like a PR dream come true, it raises the question of whether the brand can effectively navigate this dual narrative.
The meme trend began humorously, as users matched the cheerful Jet2 jingle with videos showcasing the less-than-glamorous side of vacations—plane altercations, water sports errors, and drunken mishaps have all been part of this new branding strategy online. Clips like one featuring a woman nearly drowning in Tenerife have garnered over 1.6 million likes, while a rain-soaked sunbather has also drawn in significant online attention.
Despite the backlash potentially stemming from this trend, Jet2 has not shied away from it. The company has embraced the phenomenon on social media, even launching a challenge that promises a £1,000 holiday voucher as a prize for participation. This approach signals an adaptive strategy in a landscape where brands increasingly interact with audiences on platforms they frequent.
Both the voice of the popular slogan, Zoë Lister, and singer Jess Glynne have also engaged with the trend, with Glynne creating her own TikTok video miming the voiceover. As brands like Jet2 navigate this new terrain, the opinions of experts shed light on the implications of such viral moments. Dr. Andreas Schellewald, a researcher in digital culture, highlights the dual nature of this reach—while it enhances brand visibility, it may also provoke reactions that are less controllable by the company.
Social media strategist Adam Gordon notes that the original Jet2 advertising was designed with social media engagement in mind, suggesting that the company had already planted the seeds for such virality. The contrasting worlds of polished advertising and the raw authenticity celebrated on platforms like TikTok showcase the evolving dynamics of consumer engagement.
In this brave new world of marketing, Jet2’s evolution highlights the importance of adaptability and a willingness to engage with both the positive and negative narratives that consumers create around a brand. Instead of being detrimental, this trend could lead to greater connection with customers, provided Jet2 continues to manage the conversation effectively.