A Novel Phase in Consumer Products
With more than 240 million subscribers on YouTube, Sidemen have become more than just online celebrities—they are a powerful force in the retail industry. With the introduction of Vodka XIX, they swiftly moved into the consumer goods sector. Best cereals and, more recently, Side Strips, a line of meat snacking products that has taken supermarket shelves by storm, were the next products to join their rapid development.
Developing a Portfolio of Many Products
The goal of Sidemen, according to their brand manager Jordan Schwarzenberger, is to infuse the disruptive energy of YouTube into the consumer products industry. Their ability to efficiently capitalise on market gaps is demonstrated by their success with Best cereal, which sold 100,000 units in only two weeks, and Vodka XIX, which is expanding into pub chains like Wetherspoons.
Overcoming Obstacles in the Market
Even with their early successes, the Sidemen have faced difficulties, most notably with Vodka XIX. The premium 70cl bottle became less accessible to Gen Z customers because to the cost-of-living problem. As a result, Sidemen introduced more reasonably priced £3 cans, which have done better than the bigger bottles, proving its ability to quickly adjust to changing market demands.
Upending the ‘Stale’ Industry
Schwarzenberger highlights the Sidemen’s resolve to upend a complacent market by using their distinct internet power to cause havoc. Their goal in launching Best is to take on well-known cereals like Krave. The product’s distinct flavour profile, healthier formulation, and affordable price point target a broad audience, including health-conscious adults and kids.
Not Just Cereals
The Sidemen have goals beyond food. Schwarzenberger has plans to grow the Best brand internationally and makes references to possible additional breakfast offerings. With the expected launch of a frozen Sides selection in Iceland supermarkets, they are also keeping a close eye on the frozen foods market. This action is in line with the Sidemen’s larger plan to launch a restaurant franchise with 100 locations within five years.
Marketing: A Deviation from Convention
The marketing tactics employed by Sidemen circumvent conventional business limitations. Darts player Luke Littler was the subject of their most recent Best campaign; his viral advertisement had 4.5 million views. In addition to making sure their brands are appealing outside their YouTube presence, sidemen use their humour and genuineness to connect with people.
Increasing Their Viewership
Understanding the value of expanding their customer base, Sidemen have chosen understated branding that complements their products rather than drawing attention away from them. By placing more emphasis on attractiveness and quality than celebrity support, this tactic seeks to draw in customers who are not familiar with the group.
The Outlook Is Positive
With new Best products, the impending Vodka XIX summer taste, and creative brand collaborations, Sidemen are well-positioned to grow even more. Sidemen are poised to revolutionise the supermarket business with their innovative marketing approach and flexible strategy. We are reassured by Schwarzenberger that “the opportunities are pretty endless.”
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