Nothing Beats a Meme: How Jet2’s Holiday Slogan Took Over the Internet and What Brands Can Learn

Advertising campaigns are usually designed with strict control in mind. Brands polish every second of footage, rehearse every voice-over, and secure the rights to songs that convey a very specific mood. Rarely do companies imagine that their carefully crafted campaign might one day be used in the complete opposite way it was intended. Yet this is exactly what happened with Jet2’s holiday adverts. Their cheerful slogan, “Nothing beats a Jet2 holiday”, paired with Jess Glynne’s upbeat track Hold My Hand, became the soundtrack for countless social media jokes about disastrous getaways.

Instead of crumbling under the weight of online mockery, Jet2 found itself at the centre of a cultural moment. The meme spread across TikTok, Instagram, and beyond, generating millions of views and conversations. In the process the brand discovered a truth that other marketers can no longer afford to ignore: in the age of remix culture, you do not own the meaning of your slogan once it enters the public sphere. What you can control is how you respond.

This article explores why the Jet2 meme worked so well, what it tells us about audiences today, and how other brands can harness similar moments without falling flat.

The Birth of a Holiday Meme

For years Jet2’s adverts had been running in the UK, familiar to anyone who sat through commercial breaks on television or streamed catch-up content. The ads were not revolutionary. They followed a well-trodden formula: footage of sun-drenched beaches, smiling families, and easy airport departures. Over the top came Zoë Lister’s voice-over announcing the now famous line, “Nothing beats a Jet2 holiday.”

On paper, it was textbook travel advertising. But repetition builds familiarity, and familiarity can quickly slide into cultural shorthand. By 2024 audiences knew the voice, the tone, and the music cue well enough to parody them. Social media users began pairing the audio with clips of rain-soaked caravans, delayed flights, or mishaps abroad. The cheeriness of the ad collided with reality, and humour was born.

What could have been an embarrassing moment for Jet2 turned into something else entirely. The company leaned into the joke, sharing some of the funnier examples and even launching its own social media challenge that rewarded participants with vouchers. Instead of distancing itself, Jet2 acknowledged that the meme was happening and embraced the attention.

Why Did It Work?

Not every advert can or should become a meme. So what made Jet2’s campaign such fertile ground?

1. A recognisable audio identity

The combination of slogan and song was instantly familiar. People only needed to hear the first few words to know what it was referencing. This made it perfect for short-form platforms like TikTok where audio snippets drive trends.

2. Irony as a driver of humour

Comedy often arises from contrast. The warm optimism of the Jet2 line clashed beautifully with the reality of drizzle, cancelled trains, or questionable hotel rooms. Users could rely on that tension for laughs without needing extra explanation.

3. Relatable subject matter

Almost everyone has experienced a holiday that did not go to plan. From missing luggage to poor weather, these are universal frustrations. The meme gave people a way to share those stories while keeping the tone light.

4. Seasonal timing

The trend spiked during summer, precisely when people were thinking about travel. The timing meant there was no shortage of raw material to feed the meme cycle.

5. Brand response

Perhaps the most important factor was Jet2’s willingness to participate. If the company had ignored or fought the trend, it might have soured sentiment. Instead Jet2 demonstrated a sense of humour and agility, which boosted its reputation.

The Pay-Off

The viral wave delivered more than just a laugh. Jet2 gained:

Massive earned media

Traditional press outlets reported on the trend, amplifying it beyond social media.

Reinforced brand recognition

Even when mocked, the slogan lodged itself deeper into the cultural lexicon.

Community engagement

User-generated content positioned Jet2 as a participatory brand rather than a distant corporation.

A softer image

By laughing with its audience, the company seemed approachable and modern.

Of course, there are risks. The meme often depicted negative experiences, which could link Jet2 with holiday mishaps in the public imagination. Yet because the humour was tongue-in-cheek rather than vicious, and because Jet2’s actual reputation for value holidays remained intact, the benefits outweighed the dangers.

Lessons for Other Brands

The Jet2 phenomenon offers a case study for marketers across industries. Here are some principles to draw from it.

1. Build assets people can play with

Memes thrive on repetition and remixing. A clear slogan, a memorable jingle, or a striking visual motif can all become cultural building blocks. Brands should think about creating elements that are distinct enough to be reused but simple enough for audiences to manipulate.

2. Expect loss of control

Once material is released into the world, audiences will interpret it as they wish. Accepting this loss of control is essential. Brands that fight back too aggressively risk looking outdated or humourless.

3. Monitor cultural chatter

Having a social listening strategy helps you spot when your campaign is being repurposed. The earlier you notice a meme forming, the more quickly you can decide how to respond.

4. Join in with authenticity

If you decide to participate, do so in a way that feels genuine. Forced jokes or stiff corporate accounts can kill the fun. Jet2 succeeded because it joined the conversation lightly and rewarded creativity.

5. Weigh the risks

Not every brand is suited to meme culture. Luxury labels, for instance, may find that parody undermines their prestige. The decision to engage should align with your positioning and values.

6. Be agile

Internet culture moves fast. Approval processes that take weeks will miss the moment. Having an empowered social team that can react within days, if not hours, is increasingly vital.

How to Design for Meme Potential

While no brand can guarantee viral success, there are ways to increase the odds.

Use repetition wisely

Audiences need to hear or see something multiple times before it sticks. Consistency builds the shared recognition that memes rely on.

Think about contrast

Irony often fuels virality. A slogan that paints an idyllic picture may one day be used against messy reality. This can be an asset if handled with grace.

Leave space for interpretation

Campaigns that spell out every detail leave no room for creativity. A simple, flexible phrase invites audiences to make it their own.

Work with creators

Collaborating with influencers or giving them tools to remix content can seed trends in a way that feels organic.

Plan for humour

Even serious brands can allow for a little levity. A touch of playfulness makes it easier to roll with unexpected reinterpretations.

The Risks of Meme Culture

It is worth acknowledging that meme virality is not all sunshine.

Negative association

If jokes become too harsh, the brand risks being permanently tied to failure or disaster.

Message dilution

The original marketing message can be overshadowed by the parody.

Overexposure

What feels funny one week can feel irritating the next.

Ethical landmines

Users may attach your slogan to sensitive or offensive material, and you cannot control that.

For these reasons, brands need both a sense of humour and a crisis plan. Memes are unpredictable; preparing for multiple outcomes is the safest route.

Final Thoughts

The Jet2 holiday meme shows how a slogan can leap from television advert to cultural shorthand almost overnight. It demonstrates the unpredictable nature of modern marketing, where consumers remix brand material into something new and often ironic. For Jet2, what might have been a reputational headache became a triumph of adaptability.

Other brands should not simply try to manufacture memes, as forced attempts rarely succeed. Instead they should focus on building recognisable assets, monitoring cultural trends, and responding with agility when opportunities arise. Most importantly they should remember that humour is not the enemy of credibility. Sometimes laughter is the strongest glue that binds a brand to the public imagination. In the end nothing may beat a Jet2 holiday, but as the meme proves, nothing quite beats a well-timed joke either.