Brands usually love to see user-generated content about their products. But social media, especially TikTok, has opened the door for creators to make more raunchy content. Rather than avoid the content, some brands are leaning in, to the delight of customers.

Kohl's, for example, recently made a video that nodded to a fake—and NSFW (not safe for work)—sound created by TikTok user @_periodpad in October 2022. “Bust out your p*ssy this summer at Kohl’s,” begins the user-generated TikTok sound. “Take 50% off on all spring items, and shake that ass for some Kohl’s cash this summer at Kohl’s.” 

The audio went viral after being reposted in November by TikTok user Crayron, who often pokes fun at how brands try to connect with younger customers, to the tune of 1.4 million views. 

Rather than ignore the trend, Kohl’s responded with a video captioned, “PSA: No shaking required to earn Kohl’s Cash." The video, which has almost 4 million views as of writing, used a voice modulator to address the original sound. TikTok users have applauded the brand, commenting, "Suddenly I love Kohl's," and "Best brand reaction of the year." Kohl's did not respond to Ad Age's request for comment. 

“Kohl’s made a smart move by jumping on a platform trend that already highlighted its brand in a cheeky way,” said Tyler Wentworth, strategy director at Movers+Shakers. “TikTok audiences gravitate towards and engage with brands who are ‘in on the joke’ — understanding the shared humor on the platform. Jumping into the trend in a smart way and poking fun at yourself in a slightly self-deprecating manner makes your brand look more approachable and authentic to TikTok audiences.”

Kohl’s isn’t the only brand to run with a fake commercial inspired by TikTok. In March 2022, Old Navy made a commercial that was based on TikTok comments. The original video by creator Samuel Beasley featured him nodding to a song by Silk Sonic and the caption, “We about to get the most fire Old Navy commercial ever.” Users commented what they would want to see in the commercial, such as dancing dads and slo-mo jumps, which the brand later made a reality. 

In the last few years, some brands have seemed to become more comfortable with NSFW content as a “shock” factor to drive engagement, especially on Twitter. In January of last year, Pabst Blue Ribbon posted a tweet telling users to “eat ass” before later deleting it and apologizing. Radio Shack also turned heads last year with several X-rated tweets.

That NSFW attitude seems to be spreading into TikToks as brands look to connect with younger users. Mountain Dew made a “thirst trap” video that starts off with operatic music and a regular Mountain Dew bottle before switching to house music and showing the bottle falling over without the label, as if it were "naked." Duolingo made a joke about swimming in Dua Lipa’s urine, continuing the brand’s obsession with the pop star. Barkbox has several videos pointing out dog toys that look like sex toys. Some of these have done well, with brands toeing the “what is appropriate” line as a way to gain points with Gen Z. 

Despite the wider acceptance, risqué content is a fine line for marketers to walk.

“It is important for brands to have a clear understanding of their values and how they want to be perceived by their customers,” said Doron Faktor, group director of connections and head of social media at VMLY&R. “They should also have strategies in place for monitoring and responding to user-generated content that could potentially harm their reputation. In some cases, it may be necessary for brands to take action to remove inappropriate or offensive content. However, it is also important for brands to approach such situations with sensitivity and to avoid overreacting or coming across as heavy-handed.”

Kohl’s isn’t the only brand that @_periodpad spoofed. A fake Bath and Body Works audio tells customers to “get your ass in the tub,” and an Old Navy commercial instructing users to “shake your money-maker” is also making the rounds. The audios are popular among younger users, who are playing them for their parents to see their reaction to the lewd audio.

Additional reporting by Gillian Follett.