Why Influencer Partnerships Are Dying

WHY INFLUENCER PARTNERSHIPS ARE FAILING — AND WHAT MESSI & STANLEY GOT RIGHT

Let’s be honest: influencer partnerships aren’t working like they used to.

These days, when people see the words “Sponsored Ad”, they scroll right past. The content feels fake, forced, and forgettable. People don’t want to feel like they’re being sold to.

But there’s a better way to connect. And the Stanley x Messi video shows us how.

Instead of just showing a product, this campaign told a story. It was about mate, the warm drink loved by many in Argentina. It showed Messi not just as a global star, but as a son, a proud Argentine, and someone who still holds onto simple traditions—like drinking mate the way his mom used to make it.

That kind of story matters. It connects with people. It feels real.

The magic here was in the perfect match between Stanley and Messi. Stanley is a brand known for timeless, well-loved drinkware. Messi is a symbol of hard work, family, and pride in his culture. Together, they didn’t just sell a thermos—they shared a piece of Argentina’s heart.

This is what people want today. Not just ads, but stories that mean something. Brands that understand who their audience is and what they care about. Moments that feel honest, emotional, and human.

The Stanley x Messi campaign is a reminder that great partnerships aren’t just about reach or fame—they’re about connection, culture, and care.

If you’re a brand looking to stand out, take note: people are tired of being marketed to. But they’ll always stop for a good story.