Drunk Elephant
How negative social media nearly crippled a multi-million dollar company reducing sales by over 50%.
How bad social media nearly crippled a multi-million dollar company reducing sales by over 50%
In an age where every public move can be scrutinized, it’s important to understand trends and culture. Consumers want transparency and a healthy, informative culture. Drunk Elephant’s approach was misinterpreted as selling to beauty to a youth audience.
The Difficulties of Drunk Elephant Being Marketed to Minors
Failures can be attributed to multiple factors going wrong. In this case, the story behind the company name lacked just that. Social media should have been better monitored.
A change or rebrand
Recognizing the need to pivot; Drunk Elephant is to preserve a person’s youth. Moisturized and glowing skin.
I felt the company could change the approach, to advocate for educating the youth market.
Celebrating change makers by offering special packaging
The art and aesthetic of TikTok Influencer (Sophie Tea), aligns with the values of the youth; commissioned artwork by artists bring awareness to the brand.