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While purchasing office supplies from an airline may initially cause some confused looks, there is actually great deal of brand positioning behind JetBlue’s recent feat.

From spreadsheet towels to printer snow globes, JetBlue is selling sarcastic, kitschy products that tell a story of a workplace vacation. Their point? Americans are taking fewer vacations. As a travel brand, JetBlue attempts to remind their consumers (with a candle that smells like the HR department) to actually experience something other than work.

Using humor, JetBlue’s brand connects with their audience on a deeper level. Through humor we make friendships and connections. It is this bond that JetBlue continuously attempts to achieve with their audience.