Forget the days of athletes gracing boxes of Wheaties; The Sidemen have instead embarked on a new venture, teaming up with Mornflake to introduce their own cereal brand, aptly named Best.
Making its debut on the shelves of Tesco this week, the YouTube collective also enrolled the help teenage darts sensation Luke Littler.
Staring in his first TV ad spot, Luke ‘the Nuke’ can be seen eating a bowl of the cereal before proceeding to hit the bullseye three times in row without looking.
His feature is just one of a number of smart moves by The Sidemen during this launch, as Emma Smallwood (Marketing Manger at Hop & Co.) explains.
What she said:
“Firstly, the strategic partnership with British darts sensation Luke Littler, is pure genius. Leveraging his recent influence to promote the brand adds that utterly unique and captivating element to the campaign.
The nationwide OOH and radio campaigns, along with digital media placements, showcase the Sidemen's commitment to reaching their audience in impactful ways. It's a multi-channel approach that's bound to make waves in the market.
Sidemen's dedication to supporting Magic Breakfast, a charity ensuring children have access to a nutritious breakfast, is what really got me here. This initiative goes beyond business—it's about making a positive difference in the lives of others, and that's something I wholeheartedly support.
If you've ever worked with me, you know how much I love "the unexpected" in marketing and how it lands with audiences. The Sidemen's bold move with BEST Cereal perfectly encapsulates this ethos, and I'm so here for it!
With strong personal branding, you can launch just about anything. The Sidemen have mastered this art, and I'm inspired by their ability to translate their influence into ventures like this.
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