Slimfast x Big Narstie: Match made in heaven or Bud Light-style PR disaster?

Just how damaging can bad PR be? You can ask Bud Light for a start. The beer’s recent promotional partnership with US-based trans influencer Dylan Mulvaney spiralled into a disaster of nightmarish proportions last month, alienating a vast swathe of its American consumer base.

Although many would argue that the AB InBev brand was simply trying to be progressive and inclusive – ostensibly two very laudable things – it did however make a fundamental error in judgement.

If a significant proportion of your customer base are traditionalist conservatives, is it ever really a good idea to take such a bold creative leap? To my mind, I can’t think of any major multinational brand that has chosen to promote or openly support trans rights – it’s generally considered far safer in Adland to stay away from such potentially contentious topics.

The Bud Light ‘PR disaster’

James Hacking, founder of global social media agency Socially Powerful says the whole debacle was “seriously damaging”, pointing to the brand’s huge share price drop and fall in sales.

“For a massive brand that was the beer in the US, it looks like the damage is irreparable. The VP who actioned it has taken time out of the business too – in my eyes it’s a complete PR disaster for Bud Light.”

The negative impact of Bud Light’s PR stunt is in fact soberingly tangible, with the brand registering an 11% drop in sales for the week ending 8 April, while AB InBev’s main North American competitor Molson Coors saw its stock price rise by 9%. Unsurprisingly, heads have rolled.

Naturally, the brand rapidly backtracked amid ridiculous accusations that it was ‘un-American’, with a statement by US CEO Brendand Whitworth at times reading like a pledge of allegiance: “As the CEO of a company founded in America’s heartland… I am responsible for ensuring every customer feels proud of the beer we brew… We’re honoured to be part of the fabric of this country… I care deeply about this country…”, etcetera etcetera.

Nauseating right? They must have been terrified to respond with such a cringe-inducing statement, but then again lots of Americans like that sort of stuff don’t they? Especially the flag-waving ones.

In all seriousness though, it does point to a company shaken to its foundations and facing the dire consequences of what initially would have been seen as just a routine influencer partnership. They were probably really pleased with themselves for being a bit ‘edgy’.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

Slimfast x Big Narstie

In light of the PR disaster taking place across the pond, Slimfast UK’s latest promotional partnership with none other than rap god Big Narstie – a man who is somewhat ‘famously’ plus-sized – looks quite tame. But with brand ambassadors forming a crucial part of the modern marketing landscape, is Big Narstie really the right choice for the weight-loss milkshake brand?

Before we delve any deeper, we should point out that there is at the moment a rather murky part of social media, on Twitter and TikTok especially, that ferociously criticises fat shaming at any opportunity, to the point where influencers simply promoting exercise and healthy diets are accused of being ‘fatphobic’.

It is in this climate that Slimfast has released a rather catchy new music video featuring Big Narstie – that, putting it mildly, takes a rather playful approach to his rotundity.

Potentially contentious moments in the clip include Big Narstie shaking a bus to its foundations before destroying a woman’s living room by falling through her ceiling. It’ll be very interesting to see how social media reacts once the campaign goes live on TV from Sunday (14 May). (And yes, that is in fact Kelly Brook).

Match made in heaven or fat-shaming disaster?

It should be noted that these light-hearted moments do not in any way detract from the creative’s key message of empowerment on a journey towards good health – essentially Slimfast’s core brand values.

But however light-hearted, the potential for the campaign to be accused of fat-shaming is very real, particularly within certain overzealous Twitter and TikTok circles.

So, has the brand made a grave error of judgement, or is this a hilariously inspired partnership? PR agency Smoking Gun’s head of media Carl Stroud believes it could work, pointing out that the nature of celebrity partnerships has “evolved significantly” over recent years.

“Previously these arrangements were all too often hastily cobbled together, resulting in incoherent short-term hook-ups that could and often did backfire, resulting in brands taking significant reputational hits. Nowadays though the entire landscape between brand and celebrity has shifted significantly – with brands holding the power.

“The Slimfast campaign with Kelly Brook and Big Narstie is a great example of this: Two eminently relatable and trustworthy stars who will help the brand speak authentically to both their core audience and an entirely new and younger demographic.”

It’s true that social media is all too ready to whip up needless furore these days, whichever side of the socio-political spectrum we find ourselves on, and this campaign will certainly have its detractors. However, there is hope that this signals a brave new dawn for Slimfast and the bold creative gamble pays off.