Social Status 25/10/2024
Burberry move on from their checkered social past
Cracking TikTok is no easy feat, but Burberry seems to have brewed the perfect formula (literally).
Their approach? Celebrities making cups of tea. Just famous faces like Cole Palmer, Olivia Colman , and Barry Keoghan going about the most British of tasks, while casually draped in Burberry.
Each video follows a simple script; pick a mug, grab a tea bag, add some milk. That’s it. And it’s racking up millions of views organically. One video of Palmer quietly sitting by a pond got 641k views, but him making tea ? 8 million. It’s effortlessly lo-fi, raw, unpolished and unfiltered.
So, why is it working so well? ??
Because it’s human. It taps into something deeply relatable. Making a cup of tea is a cultural touchstone, and one guaranteed to spark debate in the comments (milk first or tea bag first?). Burberry’s genius lies in the fact that the clothes are just part of the moment - the product is in the background, making it feel more like real life than a sales drive.
This campaign proves that TikTok doesn’t need meticulously curated content to resonate. Sometimes, all it takes is a cup of tea, and some famous faces. The result? Audiences lean in, not because they’re being sold to, but because they’re genuinely entertained. People crave realness, even from luxury brands.
?? Thought Starter
Burberry turned their quintessential Britishness into a USP - how can you turn your USP into an advantage?
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