They’re textbook challenger. They have fans, not customers. They’re about emotion, not function. They use comedy and comedians like Red Bull use extreme sports and extreme sports athletes.
I notice we tend to talk about challenger brands from the implicit position of ‘Blimey! Who would have guessed that would work?!’ Yet from the very first second you hear a good challenger idea, it’s screamingly obvious when it’s gonna slay⁵. The whole challenger approach IS JUST ANOTHER CHAPTER IN THE BOOK OF CONVENTIONAL WISDOM INNIT.