This month, well-known YouTube creators Logan Paul, KSI and Mr. Beast announced their brand new “Lunchable” alternative, “Lunchly.” The meals inside of their “Lunchly” are similar, if not identical, to those of “Lunchables,” but include Logan Paul and KSI’s “PRIME” drinks instead of juice, and Mr. Beast’s “Feastable” chocolate bars, as opposed to the typical candy inside. The advertisement relies solely on comparing their meals with Lunchables, claiming that they are healthier and more nutritious, despite the lack of improvement.
Regardless of the actual product itself, if you are someone who regularly keeps up with social media, or encountered “Lunchly” while grocery shopping, you might be confused as to why Youtubers are producing children’s food. You are certainly not alone. However, it is important to consider the amount of success each of these creators has had with their respective brands. KSI and Logan Paul’s “PRIME” hydration and energy drinks have had immense success since their release, having made several collaborations and distribution methods. Furthermore, Mr. Beast’s “Feastable” bars, especially since his large rebrand this past year, have done extremely well in sales as well. So, what is the key to success behind these two brands?
I think the majority of both brands’ successes can be attributed to the popularity of the creators themselves. When a brand is attached to a person with a large fan base, the product already has a large audience, regardless of its shortcomings. While this is a powerful technique, it’s hard to deny that this method of production is definitely a “short-cut” route to profit and a clear cash grab.
So, is there a better way for creators to profit from brands separate from their YouTube channels?
I think so. When online creators take something they are truly passionate about and transform it into a product for their fan base, that authenticity makes it much more reliable as a customer. For example, James Charles saw a huge amount of success from his collaboration with “Morphe” in 2018. His “James Charles X Morphe” eyeshadow palette sold out four times and made quite a profit for the YouTuber. The product’s popularity can likely be attributed to his credibility as a makeup influencer and his fans’ desire to share the product with a role model figure. In other words, when an influencer’s product directly relates to their brand and personality, it has much more substance than candy with their name slapped on it. James has continued his journey as an entrepreneur with his new makeup brand, “Painted,” which currently consists of an eyeshadow palette and several blushes.
Youtuber Emma Chamberlain similarly created her brand, “Chamberlain Coffee,” due to her well-known obsession with coffee, which is referenced frequently on her channel. She developed the brand as a way to connect with her fanbase using something she has consistently demonstrated a fondness for– a coffee product she can enjoy herself.
While social media influencers have been expanding their profit beyond videos for years through merchandising, brand deals and books, it’s certainly commendable to see brands that are genuinely inspired by the creator’s passion rather than just a means to make money.