Instagram/@jakepaul
Meanwhile, Jake is back on the scene lifting the curtain into his aluminum-free deodorant brand called W, an ad that surely raised some eyebrows and brought a wall of reaction. Trending for the title of the most intriguing, the controversial internet personality cum boxer uploaded the new venture on Instagram:
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“… 48 hours of odor protection- for some interesting comparisons the dude goes into performance of deodorants and well other kind of performance.”
The ad again captures Paul in his usual acts of flamboyance, asking himself and pondering upon the bizarre question: “Do you think women care more about how big you are or how long you last?” Back and forth ensued between Paul and an off-camera voice until Paul retorts, seemingly more about selling the product, “For the sake of this ad, let’s say it’s stamina.” And then went on with the pitch: “48 hours of protection.”
Paul continues with the notion with a caption stating, “Size doesn’t matter, but lasting long does…” and pushing for the deodorant, which can now be purchased on Amazon. Jake rarely fails to be borderline inappropriate and grabby, perfect for going viral, be it good or bad.
Reactions poured in with an almost equal amount of questions, some asking genuinely, some ridiculing. One critic decided to call the whole thing out and skeptically questioned, “48 hour odor protection?! Impossible!” showing a sentiment of uncertainty or raw disbelief toward the purported 48-hour function of the deodorant.
Others were more practical, pondering, “When will it ship world wide?” thereby underlining an international interest in buying the product, no matter how strange the marketing was.
Some comments took the sexual innuendoes further. One joked, “Longer then 2 minutes but no more then 30 minutes lmao,” while another asked, “Do I look edible?” showing that Paul’s audience very well embraced the double-entendre nature of the campaign.
Not all commentaries were flattering or even product-related. One comment read, “Jake Paul gets his fudge packed,” while another one, seemingly involving Brendan Schaub and Theo Von, just popped out of nowhere, proving how scattered and sometimes irrelevant the comments for Paul’s post can be.
Another critique read, “It feels like rubbing concrete on your arms,” possibly signaling that this commentator had maybe tried the deodorant but hated the texture. Yet another one offered, “Let me cut ur haur,” probably an offer from a hairstylist to collaborate with the famous influencer.
Looking beyond just boxing and social media content creation-this is the total expansion of business for Paul. Paul chose that from the promotion side, it had to be personality-related: push boundaries, challenge the establishment, create controversy, whatever the standpoint-positive or negative- the engagement had to be there. This highly competitive deodorant market would bind, rather than break, the product from differentiation, but whether the products will sell remains another matter of debate.
From the days of Disney Channel to the outlandish tricks on YouTube, to boxing, all to his benefit, Paul has maintained his controversial status and being in the public eye. It seems that even today, he continues to push boundaries when promoting any of his businesses, even if it comes down to creating advertisements some consider fairly distasteful. The comments show that people genuinely expect no less from him. While some embrace the humor, others seriously want to know more about the product.
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Testing for whether or not the scent truly lasts 48 hours will happen at some point, but it is far less interesting than the discourse Jake Paul successfully brought into existence around his deodorant. To say that Paul’s advertising strategy is a bit doubtful but effective in creating buzz and engagement would not quite go far enough to capture the whole idea of the campaign; it is essentially the point behind Paul’s entire campaign.