From Party to Purpose: Tom Holland's 'Bero' and the Changing Face of Celebrity Branding
Lucia Cieza de Leon
MBA 2024| Marketing Strategy | Branding | Content Creation | Digital Strategy
As Hollywood celebrities continue to expand their reach into industries like makeup, fitness, and spirits, we’ve seen a consistent trend of promoting alcohol-fueled lifestyles through brands like those from The Rock, Kendall Jenner, and George Clooney. However, Tom Holland (Spider-Man) has taken a different approach with his recent launch of 'Bero,' a non-alcoholic beer. This shift challenges the norm, raising questions about how celebrity influence is being used to communicate new values and consumer choices.
The term 'sober curious' refers to the practice of alternating between alcoholic and non-alcoholic drinks to limit overall intake. Recently, this lifestyle choice has become increasingly popular as Gen Z and Millennials reduce their alcohol consumption in favor of less harmful options that support a balanced, mindful approach to drinking. This shift in behavior creates opportunities for new products to meet the demands of an audience with the highest percentage of non-alcoholic beer drinkers among any generation (23-24%), compared to 6% for Gen X and just 1% for Boomers.
Recognizing the growing demand, some celebrities have recently started creating their own non- or low-alcoholic drinks to tap into the rapid global expansion of this $13 billion industry, which now accounts for nearly 4% of the overall alcohol market.
Interestingly, the celebrities who have invested in non-alcoholic drinks have primarily been women seeking balance in their lives as working moms, as it has traditionally been more accepted for women to reduce their alcohol intake. This is why I find the concept behind 'Bero' an intriguing approach to promoting a different lifestyle to younger, more impressionable audiences. I mention 'raising awareness' because Tom, a 28-year-old movie star, has been open about his journey with sobriety for the past couple of years. He wasn’t an alcoholic but realized he was often drinking to fit in, which impacted his quality of life.
The approach to marketing this new product aligns with current trends. People seek connections and authentic stories, ways to identify with the product. Being open about a personal struggle and featuring 'Your Friendly Neighborhood Spiderman' actor’s face can foster a strong sense of commitment. Additionally, their website offers a subscription plan under a 'Club' membership, which taps into the desire for belonging. Choosing the yearly option even includes the possibility of a Q&A with your favorite star.
Nowadays, building a brand requires considering multiple contributors, including users and cultural influences, to add value to the audience. This approach is known as co-creation, a strategy where brands actively involve their customers and users in developing and shaping the brand. It creates a collaborative environment where the audience plays a direct role in influencing the brand's identity, values, and products. In co-creation, value is not simply exchanged but experienced, becoming more relevant by serving a larger purpose.
Overall, I enjoy watching new trends develop in the market, as they offer interesting strategies for communicating messages that, perhaps 10 years ago, wouldn’t have been as well received. (I mean, think about how harshly we, as a society, criticized Britney or others who didn’t fit the mold of what was expected.) Today, these trends reflect a shift toward more authentic, inclusive, and relatable brand messaging. These changes are not only reshaping the way we engage with brands, but they’re also empowering consumers to see themselves reflected in the brands they support, which is now essential for building lasting connections in today’s market.
Sources:
Jimmy Fallon- Interview 2024
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Product Marketing, Management Leader & Category Strategist
1moLucia, this is a fascinating article. Offering a different way to socialize when all the legacy codes such as cigarettes, and alcohol have a negative connotation is good. Low alcohol and mocktails have gained popularity among consumers looking for alternatives.