By Caroline Albert
Alix Earle is an influencer known for her party-girl reputation; however, there is a lot more work that goes into her brand than meets the eye.
Earle has a degree in marketing from the University of Miami, which has helped her manage her social media presence and podcast, Hot Mess. On Hot Mess, Earle discusses topics related to relationships, school, mental health and more. Through these platforms, she has built a personal brand that encourages her followers to have fun while recognizing that social media is just a highlight reel.
Earle's brand image has allowed her to begin shifting from influencer to public figure. She has started this transition with multiple recent business moves, including her appearance in two Super Bowl commercials and her investment in an alcoholic beverage company.
The first Super Bowl commercial Earle appeared in was for Poppi, where she is seen lounging on a pool float promoting the drink. Not only did she make a cameo, but she is also an investor in Poppi and has done additional promotional content for the brand.
Earle also starred in a Carl’s Jr. commercial promoting a free Hangover Burger. The ad played into her bombshell, party-girl persona, featuring her in a revealing outfit with blown-out hair and clever dialogue. Earle has posted about enjoying the burger in the past—especially after a long night out with friends—which was part of the reason she agreed to the collaboration.
Another major business move for Earle is her investment in an undisclosed alcoholic beverage company. In one of her Get Ready With Me (GRWM) videos, she mentioned her long-time interest in launching a drink brand, but said that nothing had worked out until this deal. While she is keeping the partnership confidential for now, the campaign will be revealed in March. In addition to starring in the campaign, Earle has been involved behind the scenes, helping secure investors, market the product and prepare for the launch.