Through the rise of new social media platforms and the expansion of an online presence, there has been no shortage of merchandise, brand deals, or sponsorships affiliated with various ‘influencers’ that have taken the world by storm. From beauty YouTubers collaborating with big-name makeup brands, to Travis Scott’s McDonald’s burger meal, it’s obvious that these select celebrities have much to gain from the partnerships they acquire: money, attention, views, followers, and fame—just to name a few.
Charli D’Amelio (16), the most followed Tik Tok creator, is no stranger to these sponsorships. Since starting her online career in March of 2019, she has surpassed every other account on the popular video sharing app,and soon became a face for Hollister jeans, an ambassador for Invisalign, launched a nail polish collection, and even headed a new Morphe makeup line alongside her sister, Dixie. The most recent and topical brand partnership she’s participated in is her limited time drink at Dunkin Donuts, “The Charli,” which is a drink based on her usual order at the coffee chain. This deal soon became a dance trend, a page on Dunkin’s official website, and a viral topic amongst multiple social media platforms.
Alongside the gaining popularity for D’Amelio, questions have arisen about the contents of the drink, the audience it is catered to, and called into question the viability of D’Amelio’s suitability for this brand deal. The drink is high in caffeine and sugar, containing cold brew, caramel, and whole milk. D’Amelio’s audience consists mainly of young teenagers, an incredibly impressionable group of people. Cold brew is intensely concentrated with caffeine, and that, combined with the sugar content, can result in hyperactivity, distraction, and health complications. People also challenge D’Amelio’s standing as an online celebrity, claiming that despite her 88 million followers, she doesn’t have a talent or purpose behind her rise to fame. Compared to Travis Scott, a well-known musician, a young girl who grew in popularity from dancing on an app seems less than qualified for the position she is in.
However, this is where the public has to take into consideration not what she does, but the effect that she has. There are a multitude of ‘celebrities’ that have gained their success in unique ways, but it does not diminish their accomplishments or the influence that they have over their avid followers and fans. So although D’Amelio rose to fame through simple dances and lip-synching videos, she still has an immense following with loyal supporters and a far reach. Companies have much to gain off of individuals with that sort of authority, monetary or otherwise.
Whether a fan of her or not, it’s undeniable that Charli D’Amelio has accomplished a lot for her young age, the new ‘Charli’ drink only just a small part of her achievements. Despite any controversy surrounding the release of this drink, it continues to bring in revenue for both the Tik Tok star and Dunkin Donuts. In the grand scheme of things, what’s wrong with a little financial mutualism?
Photo by Isabella and Louisa Fischer via Unsplash
