Staying True to Yourself

Back in May 2020, Irish YouTuber Jacksepticeye launched his coffee company – ‘Top of the Mornin Coffee’. The YouTuber had always been a huge coffee lover, drinking it through his playthroughs and vlogs, and it wasn’t a surprise he finally took his coffee addiction and made a business.

On the company’s Instagram, with 151K followers, Jackspeticeye posted a video advertising for a new product, coffee scented candles. 

As the video was posted on April 1st, it was easy to mistake the ad as being nothing more than an April Fool’s joke, but no, the product was real, and all supplies sold out in one day.  

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A post shared by Top of the Mornin Coffee (@totmcoffee)

What’s really interesting about this ad is that with 27M subscribers on YouTube and 7.5M followers on Instagram, Jacksepticeye could easily afford to professionally market his product. But instead, he stuck to his own style, the same style he’s been using with his whole YouTube career. Purposely bad green screen editing, playing more than one character, over exaggerating his accent, using inside jokes only his subscribers would understand, even including bloopers and laughter from behind the camera.

Jacksepticeye has gained a loyal following over his time on YouTube, and the image he has with his community is hugely part of what makes him successful. His public identity as a kind, funny, satirical digital creator. Jacksepticeye has been able to respect that bond he has with his followers, and that’s clear from the video ad for the coffee scented candles. No dazzling videos, no over the top marketing strategy, just himself and his camera. The original duo that captured millions of viewers from the beginning.