The Power of Influence and Changing Marketing Trends

Posted by Victor Z Glenn • Sep 15, 2023 9:00:00 AM

Just when you think your celebrity endorsed social campaign is ready to debut, suddenly, you have to put on the brakes and adapt quickly to shifting circumstances. Powerade, a well-known sports drink, recently faced this very challenge. When NBA star Ja Morant, a prominent Powerade endorser, found himself entangled in disciplinary issues, Powerade needed a fresh marketing approach. These issues arose just as Powerade was preparing to launch a March Madness-themed campaign featuring Morant. Their latest campaign, aptly named "It Takes More," represents not only a new marketing approach but also a shift in audience – college football enthusiasts. The campaign featuring Morant never saw the light of day, and instead, similar ads with a not-risky-celebrity cast took center stage.

The backdrop of these developments highlights an emerging trend in the advertising world: a growing emphasis on authenticity, audience engagement, and the power of social media influencers. As traditional marketing methods face increased scrutiny, brands are recognizing the significance of aligning with relatable and trustworthy figures who resonate with younger audiences. Powerade's "It Takes More" campaign is indicative of this shift. By opting for non-celebrity cast members and focusing on the message itself, Powerade aims to establish a more authentic connection with its target audience. This aligns with the broader trend of leveraging social media influencers and real individuals who share genuine stories and experiences. Younger consumers, in particular, place immense value on authenticity and are more likely to engage with brands that prioritize transparency.

Brands are increasingly turning to relatable influencers (or nano-influencers) and real individuals to create genuine connections with their audiences, particularly among younger consumers. This trend underscores the importance of adapting to changing consumer preferences and embracing authenticity as a cornerstone of successful marketing in today's dynamic environment.

To learn more about developments in brand safety as it relates to gaming and live entertainment, visit the BSI blog. To read more on brand suitability, and to hear more from industry professionals, check out all that Brand Safety Institute has to offer. From Brand Safety Officer, Brand Safe Workforce, and Brand Safe Business Partner certifications, to industry events and updated research, BSI has a wealth of knowledge to share. Don’t forget, we’re only a few weeks away from Brand Safety Week and the Brand Safety Summit, founded in partnership by BSI and GARM.