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No. 0256
Published
Jono Wylie: Unwell's untimely end exposes the limits of creator attention
Why it matters
Jono Wylie unpacks why Molly-Mae's brother Cooper's Unwell drinks brand folded after two years despite Nestle backing, Target distribution and a creator-led media empire reaching 70 million women a month. The piece argues creator attention reliably drives trial but not repeat purchase, which still depends on product and price fundamentals. A useful corrective for anyone treating creator reach as a proxy for brand health.
The source
The Drum
Jono Wylie: Unwell's untimely end exposes the limits of creator attention
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