Direct to consumer (DTC) brands are doing everything they can to build brand awareness.
While a deep bank account with well-known investors is a strong start for building paid awareness, earned awareness is much harder to come by.
Credibility and celebrity
Enter celebrity partnerships. Casamigos Tequila, Fabletics and the Honest Company, which respectively count George Clooney, Kate Hudson and Jessica Alba as co-founders, are just a few examples.
More recently, however, start-ups are bringing in celebrities as investors, or to give their brand retroactive celebrity status.
One of the main reasons these partnerships have grown is because of the number of followers celebrities bring with them on social media.
Whether on YouTube, Facebook, Instagram, Twitter, TikTok or another platform, celebrities have a built-in following who engage with their every post, picture, reel, and tweet.
Moreover, these celebrities can deliver a voice of authenticity and credibility to a new brand that many consumers have never heard of – and for a young start-up, this is worth everything.
As the new Creative Director of Twice toothpaste, Lenny Kravitz brings this exact type of appeal. And by attaching his name he attaches his seal of approval.
Beyond Kravitz’s partnership as a celebrity, he also has a passion for oral care. His own charity, The Let Love Rule Foundation, helped set up a free dental clinic on the island of Eleuthera, Bahamas.
Now, he can help do good while keeping his cavities contained at the same time.
Bar one social media image, Twice’s marketing efforts are relatively Kravitz-free – lending weight to the possibility that this isn’t a celebrity payout, but a genuine endorsement.
Indeed, his involvement with Twice feels like a logical step for a brand pledging to bring oral health to everyone.
But Zachary Weinberg, VP of eCommerce at Reprise Commerce, noted a few teething issues in Twice’s online presence. Speaking to Robert Klara for a piece in AdWeek, Zach noticed how Twice’s mission feels slightly buried in an otherwise strong website.
“I can scroll through the entire homepage, and I didn’t see as much of that giveback story as I would have expected to see”. As an expert in DTC marketing, Zach adds weight to a key question of the piece – what role do Twice’s revenue and profits actually have in bringing oral health to everyone?
Founder Julian Levine is clear that Twice’s humanitarian mission will become more pronounced as its revenue and profits increase. For now, Twice will be better known for their bold new aesthetic in the toothpaste aisle.
“The branding is super strong”, commented Zach. A bright yellow website and packaging takes Twice in a bold new creative direction. And though yellow isn’t normally a colour we associate positively with teeth, it is “active and engaging from a behavioural and psychological standpoint”.
Insights in major publications like this set Zach and Reprise Commerce as leaders in our field. If you’d like to find out more about how we can apply our expertise to your eCommerce business and put you ahead of the competition, get in touch today.
Want to know more about Lenny Kravitz and Twice toothpaste? Check out Robert Klara’s AdWeek article online.