In the rapidly changing marketing and advertising landscape during the age of social media and the influencer, a person’s name and likeness has more weight as a selling point for a product than ever before.
In the last few years in particular, we have seen an increase in brands started up by influencers, who subsequently can use their massive internet followings to promote and sell their products to their fans.
For example, food influencer Molly Baz (who was in recent news for her risqué advertisement in Times Square) launched her own mayonnaise line, named “Ayoh”. For $40 a pop, you can get four different flavors of mayo in 12 oz bottles.
Mr. Beast, anybody? Legal name being Jimmy Donaldson, originally of YouTube fame, Mr. Beast has become one of the internet’s most powerful influencers and is also one of the most philanthropic. In January 2022, Mr. Beast launched “Feastables”, his own chocolate bar that is now available in seven flavors. In case you were wondering about how successful a brand created by an influencer could be – in October of 2023, Feastables became the official jersey patch sponsor for the NBA’s Charlotte Hornets.
Remember the D’Amelio Family (of TikTok dance fame)? The family has built an influencing empire, with their “D’Amelio Brands”, that includes a footwear brand, merchandise brand, and a food brand. Perhaps you’ve heard of their brand “Be Happy Snacks” – popcorn in fun flavors such as cotton candy, maple bacon, and garlic parmesan. They hit the shelves in October 2023 with their “cheerful packaging”, as described by Charli and Dixie D’Amelio.
With countless other examples of influencers cashing in on creating their own food brands, one can expect this to become a business norm in the coming years. While the famous historically take on sponsorships with brands, the “most hip” are seen creating their own. With the easy accessibility of social media and the ability to gain a following, why not monetize where you can? It’s food for thought.