Consider how remarkable this is: “ketchup and seemingly ranch” isn’t even a phrase Taylor Swift ever uttered.
Consider how remarkable that is: “ketchup and seemingly ranch” isn’t even a phrase Taylor Swift ever uttered. Usually, pop stars are products and fandom is the consumer. How often does the fandom itself become the product, consuming itself like some capitalistic ouroboros? Rarely, if ever, at least on this scale, with major brands tripping over themselves to get in on the action.Dunkin’ is another even more sly example.
nothing to do with Swift at all, but the Swiftie dog whistles were enough to get fans interested in the company’sMining the fandom directly is an insidiously clever way for brands to make money. They don’t have to make any exorbitantly expensive brand deals with the singer herself, but they still get to leech off her overwhelming popularity.
Regardless, it’s a testament to the immense power of Taylor Swift’s brand and the economic impact of Swifties as a fandom that brands would evena gambit like this in relation to a flash-in-the-pan fandom meme, let alone actually execute it. No other phenomenon like this currently exists, if it ever did. Swift and her fans keep finding new ways to shatter expectations. And as long as they do, no doubt there will be brands figuring out how to turn those shattered expectations into opportunities.
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