Spillover effect: How retailers can minimise risk when chasing viral trends

Who will be the first to appoint Jason Gillbee as an brand ambassador? Source: Bigstock
Who will be the first to appoint Jason Gillbee as an brand ambassador? Source: Bigstock
Jason Gillbee, an 18-year-old Australian footballer who was recently drafted by the Greater Western Sydney Giants, has been all over the media recently for his unusual drinking choices.  Three years ago, he made the decision to exclusively replace his water intake with milk. Since then, he has shot to prominence on social media platforms like TikTok for his love of milk – and reliance on the product for its hydrating effects – and has been given the moniker, ‘milk man.’ It seems all

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