Alex Cooper didn’t just launch a drink—she launched a movement. With Unwell, she leveraged her deeply loyal audience, built through Call Her Daddy, to create a product that felt like an extension of her personal brand. But how did she do it so effectively? And what can we learn from her playbook to build and scale a CPG brand using a strong personal brand?

Let’s dive into it

Pro Tip:

Unwell works because it seamlessly fits into Alex Cooper’s brand and audience’s lifestyle—it doesn’t feel forced or out of place. When launching a product under a personal brand, ensure it naturally aligns with the conversations, struggles, and rituals your community already shares.

Your audience should see your product and think: This makes sense. This feels like us. Not: Why are they selling this?

How Alex Cooper’s Unwell Drink is Winning with Personal Branding

3 ways Unwell is leveraging personal branding to build a loyal community and drive product success:

• Staying Unfiltered & Relatable – Alex Cooper keeps her brand tone raw and real, making Unwell feel like a natural extension of her personality. She markets the product in a way that feels authentic, not salesy, keeping her audience engaged.

• Leveraging Her Podcast & Network – She’s using Call Her Daddy and her influencer/celebrity connections to get Unwell in front of millions. Whether through podcast integrations or guest features, she’s making sure the product stays visible in the right spaces.

• Making Unwell a Lifestyle Companion – From tailgates to breakups to return flights, she places Unwell in real-life moments her audience relates to. By aligning the product with shared experiences, she makes it feel like a must-have, not just a drink.

Room for Improvement: She could have shared more behind-the-scenes content during product development to build deeper audience investment and excitement before launch.

Actionable Insight:

Identify three everyday moments your audience experiences where your product naturally fits—like post-workout recovery, a night out aftermath, or a mid-flight reset. Then, create content around these scenarios to make your audience feel seen, heard, and understood. The more your product aligns with their real-life experiences, the more it becomes a must-have.