Waterboy is having a moment... and I want to talk about it.

you know something is blowing up if it cuts through Love Island memes…ICYMI: Waterboy (hydration brand marketed for hangovers) recently hosted a ‼️chaotic,‼️ unfiltered brand trip to Tulum, and the internet absolutely lost it. 

it’s no secret that consumers lately have been dragging brand trips, so the backlash is a switch up I didn’t see coming: 

Waterboy isn’t getting heat for doing the trip. 

they're getting hear for how it was documented. 

critics are pissed about the account being more focused on entertainment than the brand or its products, which I find… interesting? (since when are we mad that brands AREN’T trying to sell us something?) 

here’s my take: from what I can see, the majority of the backlash isn’t coming from consumers.

it’s coming from marketers.

and honestly, I think that says a lot.

marketers are critiquing the content for being messy, unpolished, and lacking a “clear strategy.” 👀

meanwhile, majority of the consumers I’ve seen are…entertained. they’re curious. and even if they hated the content, they are talking about the brand.

this whole moment hits the nail on the head for something we’ve been saying for months:

👉 people want to buy from brands they’d grab a drink with. (literally)

personality is the strategy, and the smartest brands are paying attention and responding accordingly:

by posting like people.

evidently, Waterboy took that memo and ran with it, because the brand’s social strategy feels more like a TikTok takeover than a campaign. and whether you love it or hate it…it’s working.

to those asking, “but what was the brand trying to accomplish?”  ...this was the accomplishment.

Waterboy just introduced itself to millions of people who never would’ve stopped scrolling for a traditional ad.

here’s the real question: will this attention actually convert?

🤷‍♀️ we’ll see.

here’s what I do know: what Waterboy does next matters.

my popcorn (and pom poms) are ready. I’m a Waterboy fan until further notice.

xx

-Mackenzie @ the cohort