In a blend of social media influence and retail marketing, TikTok star Charli D’Amelio and her sister Dixie faced public scrutiny after sharing a promotional video dressed as Walmart cashiers. This stunt was to spotlight the D’Amelio family’s latest venture—a new collection of snacks named Be Happy Snacks, launched in partnership with Walmart.
The TikTok video showcased Charli D’Amelio, who boasts over 150 million followers, and her sister donning Walmart cashier uniforms, generating a mix of comedic content and brand promotion. They were seen enjoying their time while pretending to be employees at the retail giant3. The video aimed to drum up excitement for the Be Happy Snacks popcorn range, which is now available for purchase at Walmart.
Be Happy Snacks popcorn, inspired by the D’Amelio family, comes in four flavors: Cotton Candy, Maple Bacon, Parmesan Garlic, and Nice Spice. The brand emphasizes health-conscious snacking with a gluten-free, non-GMO, low sodium, 100% whole grain product made with natural ingredients5.
However, the promotional tactic received backlash as some viewed it as making light of the working-class experience, particularly the labor of Walmart employees. Critics argue that the promotional act could be seen as insensitive, sparking debates about the appropriateness of influencers engaging in such marketing stunts.
Charli D’Amelio directly promoted the brand on her TikTok, encouraging followers to shop online or in Walmart stores. Despite the controversy, the promotional campaign has succeeded in attracting widespread attention to the new snack line, highlighting the power of social media influence in modern marketing strategies.
The incident with Charli D’Amelio at Walmart underscores the delicate balance influencers must maintain while promoting products. It raises questions about the impact of such promotions on the public’s perception of influencer marketing and the responsibilities of content creators with massive followings.