How Aussie influencers are turning the CPG market on its head [Video]

The golden – syrupy – age of Coca-Cola may be coming to an end. Relying on extensive distribution networks and mass marketing, it achieved global dominance and produced a 532% return over the last 20 years, making it one of the best performers in Berkshire Hathaway’s portfolio.

But the world has changed since Warren Buffett took his first sip of Coke. The next generation of consumers aren’t tuning into the radio or switching on the TV, they are scrolling on their feeds. 

The shift to social media has given rise to the influencer – a powerful, relatively new type of celebrity that commands a loyal legion of supporters independent of mainstream media channels. Increasingly, they are monetising their audience and launching successful targeted products, especially consumer packaged goods (CPG).

Prime, the fastest-growing beverage in history, wasn’t an offering from Coca-Cola but from two superstar YouTubers. Olajide Olayinka Williams Olatunji – known …