Are you ready for it? Mediaweek takes a look at the brands jumping on the Taylor Swift bandwagon

The Taylor Swift effect is in full swing ahead of the superstar’s arrival in Australia this week, Mediaweek takes a look at the brands that are jumping on the bandwagon. 

The Taylor Swift effect is in full swing ahead of the superstar’s arrival in Australia this week for her Eras Tour, with tens of thousands of her fans gearing up to watch her perform in at least one of her seven stadium shows in Sydney and Melbourne.

Before heading Down Under, Swift made her highly anticipated appearance at the Super Bowl in Las Vegas to cheer on her boyfriend, Kansas City Chief’s tight end Travis Kelce and his team to victory.

The 14-time Grammy winner appeared on screen for 55 seconds out of the four hours and 18-minute broadcast, USA Today counted. Despite the short airtime, she generated plenty of hype ahead of and throughout the game.

Taylor Swift and Travis Kelce at the Super Bowl

Swift’s appearance at NFL games since going public with Kelce in October 2023 has created well over $122 million of brand value for the NFL, MarketWatch reported. She has also been credited with a boost in viewership from women, with Nielsen reporting a rise of 8.1% among 12 to 17-year-old girls watching the sport.

Her participation in the NFL has also been linked to a rise in health and beauty brands buying advertising during the Super Bowl, including L’Oréal, Nyx Cosmetics, e.l.f Cosmetics, Cera Ve and Dove.

Melinda Lofts, head of CX strategy at M&C Saatchi Australia, told Mediaweek the Taylor Swift effect was nothing to be snubbed at as “everything she touches turns to gold.”

For brands looking to catch Swift’s wave – authenticity to the Swift identity and brand is the key, according to Lofts.

She noted that the key is making sure her fans get the connection. She said: “I think it can be seen as Taylor-washing. That’s why the need to articulate its link to Taylor is important.”

Lofts pointed to the US, where Heinz released a limited edition “Ketchup and Seemingly Ranch” sauce after the singer was seen at a Chiefs game with a plate of a chicken tender, ketchup and what Swifties guessed was ranch dressing.

“I think, for the moment, brands can do that because of the Eras concert and excitement. But it’s no always-on strategy; it’s a very limited period where people are really into the things surrounding her concert,” she added.

Brands and advertisers have historically written off the purchasing power of girls and young women, who comprise most of Taylor Swift’s audience.

Lofts noted that in recent times, brands and advertisers had attempted to win over girls and young women, who make up most of Swift’s audience but have done it in ways that do not necessarily appeal to or resonate with women.

“I think she (Swift) is someone that just unites people, that’s the difference. Previously, it’s been done in a tokenistic way. But I think using her as a vehicle gives a sense of authenticity to appeal to that audience,” Lofts said.

Melinda Lofts

Also looking to leverage the hype are several Australian brands. Arnott’s Tim Tam jumped on the Taylor Swift bandwagon, surprising fans with a temporary rebrand to Tay Tam share across social media platforms.

The box included a selection of Tim Tams packs, individually wrapped Tay Tam biscuits, a koala toy and friendship bracelets.

Rebecca Chan, Tim Tam’s marketing manager at Arnott’s, told Mediaweek the start of the Australian leg of Swift’s Eras Tour coincides with the 60th birthday celebration of Tim Tam, also dubbed National Tim Tam Day.

“Taylor’s love of Tim Tam goes back many years, from her previous visits to Australia, where she has called out her love of Tim Tam and Chewy Caramel being her favourite.”

In January, Spotlight launched its “Get Concert Ready” campaign so Swifties can be dressed on the theme and ready with friendship bracelets to trade ahead of the stadium shows.

The demand for friendship bracelet kits, beads and related equipment has become a custom at Swift’s shows thanks to a reference in her song “You’re on Your Own, Kid” from the Grammy-winning Midnights album.

Spotlight revealed since the Australian leg of the tour was announced last year, the store has had a +33.78% increase in searches for its friendship bracelet kits. The store added to its craft, costume, and party range products to cater to the demand. Spotlight also expanded its Crafters Choice DIY bracelet kits with additional stock. 

Padma Palani, Spotlight’s head of marketing, noted a growing trend of concertgoers embracing a theme and dressing up for a show. 

“Taylor Swift Eras Tour outfit ideas and friendship bracelets have been popular Google search terms since Swift announced her tour. We are excited to have such a wide product range for the occasion to fit everyone’s unique style, creativity and, of course, budget.”

News Corp is also flying the Taylor Swift flag high, launching the limited-edition Taylor magazine last December.

The 100-page glossy publication, crafted by the in-house content marketing agency Suddenly, serves as a comprehensive exploration of Swift’s songs, career, and life.

The unofficial magazine, dedicated to The Eras Tour, provides insights into the fashion choices showcased on stage, her cinematic projects, and documentaries and offers fans a poster of Swift.

News.com.au editor Kerry Warren told Mediaweek: “From the minute Taylor Swift lands in Australia to the moment she leaves, news.com.au will be on it.

“Like our masthead, our entire newsroom is leaning into Taylor Swift fever, with everyone from entertainment reporters to the finance, travel, sport and lifestyle teams getting involved in the action.”

News Corp’s coverage will include a live blog of Swift’s arrival, a section of the news.com.au homepage dedicated to the latest Swiftie stories, a Taylor Swift topic page, a range of themed interactives, and Whatsapp updates, including Taylor Swift-themed voice notes.

With so many brands jumping on board the Swift bandwagon, can audiences be oversaturated with Swift-related content?

Yes, and Lofts believes that is the case with brands such as Glassons, Showpo and Lovisa putting their own Swiftie spin on their products.

But the hype will only go on for a short while, according to Lofts. She said: “Her hardcore fan base will stay completely loyal and very passionate… I think for mass Australia who’s just jumped on this bandwagon will fade away exceptionally quickly.”

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Top image: Taylor Swift at The Eras Tour