It’s very easy to lose track of the bamboozling amount of YouTuber consumer products out there.
Most fall into the same trap of if you don’t know who the celebrity is the brand is pretty meaningless. I think many are missing a trick here by only pitching the product to their small yet dedicated fan base rather than opening it out to new consumers.
Take this product from recent London Mayoral candidate and kiddy sunglasses wearing Niko Omilana apart from being a bag of sweets, what’s is it doing differently and why should I buy it?.
For anyone wondering who in the world Niko was, and I was one of these until one of my kids guided me in the right direction, declaring that something is by Niko is pretty irrelevant. Fine if you Cadbury or Bassett, but if your name is not immediately attributable to confectionary is not actually supporting your proposition or encouraging consumers outside of your fan based to try the product.
These YouTuber personalities should instead focus on creating strong brand stories and values that extend AND develop their personal brands to make them relevant in the product category they want to move into.
Miss out on this and you could be cutting out a sizable chunk of consumers.
#Design, #Marketing, #BrandDesign, #Packaging
