What happens when your product sales take a nosedive?

Especially after a massive launch.

This is exactly what happened to Prime Hydration, a drink brand created by YouTubers KSI and Logan Paul. Today you’ll learn what makes the difference between a product fad and long-term success.

In today's newsletter:

• When your product crashes and burns (plus how to make sure that doesn’t happen!)

• Branded condoms are making a comeback (and why your brand should think about jumping on this bandwagon)

• Today’s trend plug—“I cry a lot but I am so productive” (NEW SEGMENT ALERT!!!)

• How to never run out of post ideas (this is the strategy I use for my own content)

- Charlotte, Editor ♡

When Your Product Crashes and Burns

It's become more and more common for creators to start by building an audience for themselves and their brand. Then they decide what they want to sell to that audience.

But does this actually work?

The “Mr Beast” style of building an audience and then introducing products is a trend that will certainly continue. But sometimes, the faddish nature of this approach can lead to products with short shelf lives.

Take Prime Hydration, a drink brand created by YouTubers KSI and Logan Paul. When first released, the drink experienced a sales frenzy akin to Taylor Swift concert tickets in 2022.

However, recent sales figures indicate a significant decline in those sales. In fact, many stores are now heavily discounting the drinks.

It's common for the initial excitement to wear off after the first year.

We see this all the time in new product launches. Just look at Coke Zero. After a massive launch, they also saw sales decline in year two.

But, even though enthusiasm wore off after its launch, Coke Zero is still a strong brand. Why? Because the Coca-Cola Company put a lot of effort and investment into building the brand over time. This just shows the importance of patience and long-term commitment.

So how can you make sure your brand doesn't suffer the same fate as Prime Hydration?

Think about the long game. Yes, having an established audience is a great. But you can’t forget the importance of the fundamentals.

So focus on brand awareness, correct pricing, and highlighting your value proposition to your customers. Get those right, and you'll be much more likely to have a successful brand long-term.

-Nate, Head of Strategy & General Manager

Looking for your new fashion statement? Try condoms.

Sex sells. So does safe sex, apparently.

So is that why branded condoms are making a comeback?

Over the last few years, these cheeky little marketing tools have been popping up everywhere in fashion.

They’ve become popular party favours at launches, with brands from Heaven by Marc Jacobs to Big Mamma Group’s Circolo Popolare restaurant getting involved.

But this isn’t a new thing for designers.

In 2019, Alex Wang collabed with Trojan for a “Protect Your Wang” capsule collection, which included, of course, free condoms.

Diesel and Durex collaborated for 2023 Milan Fashion Week, where there was (literally) a mountain of 200,000 condom boxes. They were branded with the iconic red and white Diesel logo and garments that included the slogan “For Sucsexful Living”.

We’ve also seen Off White, Marc Jacobs, Saint Laurent, Mochino & Vetements all come up with their own iconic prophylactic campaigns.

So why condoms and fashion?

The short answer is to encourage condom use. Condoms are largely unsexy according to the general public, despite STDs being rampant and AIDS remaining a problem in many countries.

Franco Moschino actually died from AIDS. So the fashion industry has good reason to be pushing safe sex products.

Ben Wilson, head of Durex, told the Guardian that their aim was make the least sexy product there is, sexy.

They’re also, as a product, a difficult sell. It’s a tricky thing to promote to the masses, particularly in places where sex is taboo.

Breaking this stigma through pop culture and fashion seems to be making a stir. It certainly has our attention.

Should your brand get in on the fun?

Fashion or not, branded condoms are a sure-fire way to make an impression.

They're inexpensive, target all audiences, plus you can make them look super cute.

And why not promote safe sex while you're at it? Sounds like a win-win to me.

-Sophie, Pop Culture Queen

Today’s Trend Plug

Introducing your Daily Trend Plug. Use this as your trend bible so you can create content that’s relevant right now! Just pick up your phone and go for it.

The “I cry a lot, but I am so productive” trend.

Yes, Taylor Swift is everywhere. No, you can’t escape her. Yes, her music is somehow on TikTok despite their ongoing battle with UMG. But if you can’t beat ‘em, join ‘em.

This trend includes using the lines “I cry a lot, but I am so productive, it’s an art,” from her new song I Can Do it with a Broken Heart. Creators are using the “it’s an art” part to transition from being upset to being productive.

We think this sound will be trending for awhile, so if you can relate to it, use it.

Here’s some ideas to get you started:

• Me from 9am to 4pm (transition) Me from 4pm to 5pm

• When I find out he’s got a new girlfriend (transition) But I have plans with my girls

• Me making the client pitch (transition) Presenting it

Hope this helps!

-Sophie, Pop Culture Queen

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Ask the Editor

Q - I want to post more on LinkedIn but can never think of what to write about. There are only so many educational posts I can write about my niche. -Charlie

Hey Charlie!

If you're only writing educational posts, that's your problem right there. My advice is to write personal stories rather than tips or "value-driven" content.

So write about what you're learning right now, the challenges you're going through, and your own journey. Because you'll never run out of things to write about if you talk about your personal experiences.

The bonus is this kind of content is way more interesting than generic advice posts. Stories will make your audience feel so much more connected to you than tips and tricks ever will!

- Charlotte, Editor ♡