How celebrities are reinventing the brand collaboration
A lot has changed since Paul Newman made a salad dressing.
Whilst we’ve been busy working away on some exciting projects… we’ve also been doing our groceries. It was on a recent trip to the green one that we saw this new product by Feastables, the purpose-based food company created by Mr Beast.
If you don’t know Mr Beast, we guarantee that your kids or nephews and nieces do. He’s the biggest content creator in the world and from where we sit in Surry Hills… an all-round nice guy too.
Modern celebrities are a media ecosystem unto themselves and that has spawned myriad different ways in which they use their power to create or help brands. Let’s see the ways in which they’re making it work.
The Celeb Alcohol Play
The alcohol world is rich with celebrity founded brands. Over 10 years ago, our fearless founders Stu and Bram kicked off the trend by helping launch Casamigos, with George Clooney and Rene Gerber. Since that time, it seems everyone with an IMDB page has a booze brand. Ryan Reynolds has Aviation Gin, The Rock has Teremana Tequila, Jay Z has D’usse Cognac and Conor McGregor has Proper 12. Cue the billion-dollar buyouts.
The Creators Creating Cash
YouTube and social media celebrity hits different. The nature of the channel and the audience forms a more personal and intimate connection, so when these masterful creators create a product, they also create a buzz. Prime Hydration, created by Logan Paul and KSI started a frenzy when it arrived in Australia earlier this year as the city ground to a halt to cater to the fans.
The Equity Play
Here is where things get really interesting for us. In Australia, this infamous Ladbrokes campaign starred the most famous of the Funky Bunch, Mark Wahlberg. Not only did he take home a whopping appearance fee but he reportedly got a slice of the company too.
Bob Hawke (RIP) had a similar arrangement with the boys at Hawke’s Brewing. They got his name and face, and he took a stake which, in true Hawkie style, he donated to Landcare Australia.
In a similar play, Steve Smith didn’t exactly receive cash for comment but his role as one of the founding investors of Koala Mattresses did wonders to raise the profile of the company in its early days. As they launch their IPO in the near future, he’s hitting sixes on and off the field.
It’s now about more than just lending your name, and as celebs become slashies they are collaborating with brands in new and interesting ways. Our favourite of late has been McDonald’s Celebrity Meals with Travis Scott, Cardi B and Korean uber-stars BTS all lending their culinary flair to the Maccas Menu.
Do you have a burning commercial problem that could do with an injection of star power? If so, you know who to call!
