Why Brands Like Brawny Are Cashing In on Celebrity Breakups
Breakups between couples are a normal thing. However, celebrity breakups get widely covered and publicized to the point that even brands and influencers are chiming in on the news.
Following a surprising breakup with the charming contestant she captured the heart of on ABC’s “The Bachelor,” Rachael Kirkconnell chose not to flood social media with a lengthy, dramatic statement like it is an employee handbook. Instead, she cleverly pivoted her focus and landed a lucrative brand deal, seamlessly transitioning into the world of sponsored posts that showcased her style and personality.
The brand that sponsored is Brawny right after her public breakup.
According to Amanda Earley, Brawny’s Brand Director, sponsoring the post reinforced this message in a relevant and engaging way as she pointed out that successful brands authentically engage in social conversations to add value, levity, and fun. Brawny has long stood for empowering consumers to tackle any mess, both literal and figurative. While its core audience recognizes the brand’s strength and reliability, Brawny saw an opportunity to connect more deeply by embracing cultural moments.
“This collaboration was a way for us to talk to our audience about something meaningful to them; Rachael in a way that was also true to our brand and fun,” said Earley. “The partnership helped us borrow equity from someone with a direct line to our target consumer while showcasing Brawny’s role beyond just cleaning up spills and helping clean up life’s messy moments.”
This collaboration not only highlighted Brawny’s cultural relevance but also established the Brawny Man as the expert in tackling messes. Across social media, audiences noticed his engagement with fans, participation in TikTok trends, and demonstration of strength in messy situations. The partnership generated 4 million organic views and over 250 million earned impressions, according to Hootsuitem with engagement rates well above platform benchmarks. This showcases Brawny’s strong connection with its audience and solidifies its reputation as a household favorite.
The financial agreement between the parties was not disclosed.
The Connection Between Relationship Drama and Consumer Trust
Allen Adamson, Co-founder and Managing Partner at Metaforce, said that the game has changed in today’s attention-driven social media trends. Ordinary moments get lost in the noise, while only the extraordinary gets shared. A typical breakup might go unnoticed, but a breakup followed by a date with a “new and improved” Brawny Man stands out as something unexpected and attention-grabbing.
“This is just the beginning. We’re moving into an era where brands don’t just wait for cultural moments, they create them. As breakups become marketing opportunities, we may see brands taking an even more active role in influencer storytelling,” said Adamson. “The brands that will win big in this new landscape are those that can find a simple, relevant way to use these conversations whether they’re about breakups or engagements as a creative platform to get noticed in an avalanche of social media content.”
Brawny is not the only brand that has sponsored breakup posts. In Bravo’s Summer House, Carl Radke did a little brand-influencing for Goldfish Crackers, while his ex-fiancee and co-star Lindsay Hubbard played in her own cheeky Cheez-It Snap’d ad that hinted at trolling Radke and his work-on teeth. In snatching this opportunity, Cheez-It used a sequence where Hubbard eats a Cheez-It en route to getting publicity for the product after the episode aired.
Additionally, many brands capitalized on the viral breakup story of Tareasa Johnson, aka ReesaTeesa on TikTok, who became an internet sensation with her Who TF Did I Marry series. Hilton and Delta awarded her with free hotel stays and flights, while Hyundai provided her a year-long loan of a 2024 Hyundai Palisade Calligraphy. That TikTok video showcasing the car pulled in nearly 400,000 likes.
Hilton, Delta, Hyundai, and Cheez-It did not respond to a request for comment regarding this story, while Pepperidge Farm chose not to comment.
Nicholas Love, Chief Executive Officer of Kulur Group, explains that the rise of sponsored breakup posts is tied to the idea that cultural relevance can enhance brand recognition and reputation. While relationship drama has long captured attention within various communities, its use in marketing is a newer approach. Brands are now leveraging this attention through influencers and brand ambassadors to engage audiences in fresh and impactful ways.
“These [made-for-tv situationships] are capturing the hearts and minds of viewers worldwide on multiple platforms, and audiences may connect emotionally with individuals for various reasons,” said Love. “However, the new frontier of evaluation and, quite frankly, negotiation for both brands and influencers is in relationship currency.”
Love further explained that relationship currency refers to the measurable value of relationships that drive digital engagement. He noted that attention from these shows isn’t happening in isolation, making it important to consider the brand lift each party involved can gain through the window for joint benefits is short. Brands will choose individuals who align with their target audience, leading to micro-level activations. However, the longevity of this trend remains uncertain, as some may return to familiar strategies while others move on.
