WillNE & James just schooled us all on brand launching

Right.

I'm obsessed with what WillNE and James Marriott have done with Rodds Coffee.

I've been watching this unfold and it's exactly how you should launch a creator brand (and trust me, I've seen plenty that do it wrong).

These lads have absolutely smashed it out of the park with their new iced coffee drink and I want to break down exactly why it's working so well.

The Blueprint

1. Make a Massive Splash

The first thing they did perfectly was make a BIG, splashy launch:

• They teased it on socials for days in advance (building that anticipation)

• Their launch video is properly funny and completely on-brand

• It looks incredible too (massive shout out to AfterParty Studios)

Comedy ads convert ridiculously well, and you can see it in the sentiment around their launch.

The whole thing is just delivering brilliantly in terms of awareness and getting people knowing about the brand.

2. Make People Actually Want It

The product itself is just... well, it's exactly what their audience wants:

• Aesthetic packaging

• Vegan, sustainably sourced

• Interesting flavours (waffle flavoured coffee? That's says Gen Z all over it)

They've clearly thought about who they're selling to and created something that audience actually wants.

Sounds obvious, but you'd be amazed how many creator brands skip this step.

3. Make It Super Easy to Buy

You can build all the hype in the world and have the coolest product, but if people can't get their hands on it easily?

You're toast.

That's why getting straight into Sainsbury's is such a massive win for accessibility.

They've made it as easy as possible for their audience to actually buy the product.

No DTC-only launch that requires you to create accounts and wait for shipping.

Just pop to Sainsbury's and grab it.

From what I think, Sainsbury's haven't really done a big creator launch before, so this must be a first for them - which makes it even more impressive that the lads pulled it off.

The Big Challenge Ahead

Now, I'd be doing you a disservice if I just talked about all the brilliant bits without mentioning the challenges.

A lesson we've learned from Sidemen launches is that retail and virality don't mix too well.

Supermarkets love a steady supply and steady sales.

They get properly nervous when there's a massive spike followed by a drop-off.

So the next biggest hurdle for Rodds Coffee is going to be getting past the initial boom.

They need to fund the success enough with real support for Sainsbury's AND build sustainable momentum for the long term.

It has to be really well funded for it to work and smash it long term.

That's the key thing - FUNDING. (Can you tell I think funding is important? It is.)

Building for the Long Haul

I really hope they win.

I think more retailers need to take punts on creators, but both sides need to be married to the long term.

It's one of my favourite creator brand launches in recent times (obviously by some way 'cause it's like the same way we would do it... what can I say, I appreciate good taste 😉).

All the early signs are great, and I think this is just the start of a very long, successful journey.

Another W for the creator world 🫡

Remember, the creator mindset is all you need to grow 🌱

P.S. Have you seen the weather today?! Absolutely UNREAL. If you’re based in the UK, I hope you've all been making the most of it. I've been sitting in meetings all day while staring longingly out the window 🙃

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