Meghan Markle’s cameo in new advert for coffee company Clevr shows she is relaunching herself as ‘kind’ and ‘standalone’ brand and is ‘not afraid to poke fun at herself’ after realising she and Harry ‘have overdone the victim card’, say experts
Meghan Markle’s cameo appearance in a coffee company’s advert shows how she is trying to reinvent herself as a media personality who is ‘entertaining and not afraid to poke fun at herself’ amid a push to ‘be more positive’, royal experts said today.
The Duchess of Sussex features as a background extra in the new commercial for Clevr Blends, a firm in which she holds shares. She is shown as an intern stacking boxes, making hot drinks and working on a computer in the digital department.
Meghan comically fails to fist bump another employee in the final shot as she walks off camera, leading to everyone bursting out laughing before the video ends.
And experts said today that the video shows the Duchess’s expected rebrand is developing, with Meghan realising that she and Prince Harry have ‘overdone the victim card’ – and it is important to establish her own ‘kind’ and ‘standalone’ brand’.
They added that the Duchess is better off showing her ‘fun side’ instead of ‘claiming her life is a misery because of what happened to her while in the Royal Family.’
Meghan, who has been an investor in the trendy oat latte brand since 2020, is an extra throughout the ad while chief executive and co-founder Hannah Mendoza walks around the firm’s offices and thanks the team for all their hard work this year.
Meghan is seen in the Clevr Blends ad as an intern while its boss Hannah Mendoza walks past
Meghan fails to fist bump another member of the team in the final shot as she walks off camera
Analysing the video and what it means for the Duchess, brand and culture expert Nick Ede told MailOnline: ‘This ‘fun’ side to Meghan is a clever way of the brand Clevr to get a lot of social media traction and engagement by using their famous investor.
ANALYSIS: Meghan is setting herself as a standalone brand
By NICK EDE, brand & culture expert
This ‘fun’ side to Meghan is a clever way of the brand Clevr to get a lot of social media traction and engagement by using their famous investor.
It’s also a way of showing Meghan in a new light that is both fun and frivolous. Does it work? I think that Meghan is now such a polarising figure that comments on the social media post are negative and not celebratory which is a shame, as the post was meant to be a showing off the success and hard work of the business.
I think that this departure from worthiness and dramatic revelations is all part of a well thought out rehabilitation for Meghan setting herself as a standalone brand, which I think is a very positive thing to do.
I think we will see a lot more personality led content created that concentrates on Meghan as a media personality who is kind, compassionate, entertaining and not afraid to poke fun at herself.
Whether this will win over her detractors I’m not sure but from a brand point of view it’s the strongest and most authentic way to rebuild her reputation and credibility.
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‘It’s also a way of showing Meghan in a new light that is both fun and frivolous. Does it work?
‘I think that Meghan is now such a polarising figure that comments on the social media post are negative and not celebratory which is a shame, as the post was meant to be a showing off the success and hard work of the business.’
He said that her ‘departure from worthiness and dramatic revelations’ was all part of a ‘well thought out rehabilitation for Meghan setting herself as a standalone brand’, adding that it is a ‘very positive thing to do’.
Mr Ede continued: ‘I think we will see a lot more personality led content created that concentrates on Meghan as a media personality who is kind, compassionate, entertaining and not afraid to poke fun at herself.
‘Whether this will win over her detractors I’m not sure but from a brand point of view it’s the strongest and most authentic way to rebuild her reputation and credibility.’
Clevr Blends posted the video on Instagram yesterday with the caption: ‘Damn, you’re keeping us BUSY right now! Had to call in some reinforcements.
‘So grateful for the immense love and support this year—thanks for helping us keep the latte-loving dream alive, and thriving! xo’
Speaking about what the video means for Meghan’s ongoing rebrand, royal expert Phil Dampier told MailOnline: ‘Meghan is not a stupid person and I think she realises that she and Harry have overdone the victim card.
‘She is also being advised by new PR people and I’m sure they have said they need to be more positive and not just live off criticising the Royal Family.
‘The more natural Meghan looks the better, even if the photo opportunities might be staged.’
He said that the Duchess was ‘clearly planning a massive relaunch of her image and career in the New Year’, speculating that it could be in the lifestyle industry similar to actress Gwyneth Paltrow.
Mr Dampier continued: ‘This is showing her in a better more relaxed way. It’s all about image and nothing happens by accident, but I’m sure the King, William and Catherine would be delighted if they just got on with a new life in California and stopped the feuding.
Meghan Markle’s fist bump fail leads to everyone laughing before the video ends
Meghan is seen as an intern working in the digital department behind Hannah Mendoza
‘Meghan has a fun side and she would be better off showing that rather than claiming her life is a misery because of what happened to her while in the Royal Family.’
ANALYSIS: The more natural Meghan looks the better
By PHIL DAMPIER, royal author
Meghan is not a stupid person and I think she realises that she and Harry have overdone the victim card.
She is also being advised by new PR people and I’m sure they have said they need to be more positive and not just live off criticising the Royal Family.
The more natural Meghan looks the better, even if the photo opportunities might be staged.
She is clearly planning a massive relaunch of her image and career in the New Year, maybe in the lifestyle field like Gwyneth Paltrow, and this is showing her in a better more relaxed way.
It’s all about image and nothing happens by accident, but I’m sure the King, William and Catherine would be delighted if they just got on with a new life in California and stopped the feuding.
Meghan has a fun side and she would be better off showing that rather than claiming her life is a misery because of what happened to her while in the Royal Family.
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Royal commentator Richard Fitzwilliams also spoke to MailOnline about the video, pointing out that the Sussexes would be concerned after the Hollywood Reporter described them Harry and Meghan two of the ‘biggest losers’ of 2023.
Mr Fitzwilliams added: ‘One of the reasons the Queen insisted that the Sussexes couldn’t be half in, half out members of the Royal Family was that they might well have endorsed brands such as Clevr.
‘Meghan linked with Clevr in 2020, promoting it and sending a basket to Oprah who shared her experience online, which was extremely beneficial to the company.
‘However, her fleeting appearance as a lowly intern in a brief promotional video for Clevr is great fun. She’s showing a sense of humour, sending herself up and not seeking to save the world.
‘She isn’t going into therapy either – Harry seems trapped in a humourless cycle of self-examination. He used to be such fun too.’
Speculating whether this could be change of direction for Meghan, he said: ‘Is this the Meghan we thought we knew and loved whose engagement to Harry we were all so thrilled at?
‘She did, after all, eat food like a chipmunk and wear cats’ ears for Ellen DeGeneres a couple of years ago. So time will tell, but I’m not holding my breath.’
Meghan confirmed in December 2020 that she had invested an undisclosed sum in Clevr, which has a range of lattes that come in powder form and was only recently founded in January 2019.
She also used her connections to promote the company by sending a basket of products to her neighbour Oprah Winfrey, who shared the products online.
The Duchess has also visited the company, sharing a short video from her trip on Instagram earlier this year, which featured footage of herself sipping on a cup of their product.
She also shared a glowing five-star review of the line in November. Posting a photo of herself embracing Mendoza, Meghan wrote of the range: ‘One of my favourite ways to start and end each day.’
Meghan is also shown as an intern stacking boxes in the background of the Clevr Brands ad
Experts said today that the video shows the Duchess’s expected rebrand is developing
Clevr is based in Santa Barbara, California – and Meghan is said to have come across it by sampling its superfood coffee in 2017, when the founder was selling it at a pop-up store before creating the at-home blend she now sells.
ANALYSIS: Meghan is showing humour and not seeking to save the world
By RICHARD FITZWILLIAMS, royal expert
When the Hollywood Reporter says you are a ‘loser’ you’ve got to worry.
One of the reasons the Queen insisted that the Sussexes couldn’t be half in, half out members of the Royal Family was that they might well have endorsed brands such as Clevr.
Meghan linked with Clevr in 2020, promoting it and sending a basket to Oprah who shared her experience online, which was extremely beneficial to the company.
However, her fleeting appearance as a lowly intern in a brief promotional video for Clevr is great fun. She’s showing a sense of humour, sending herself up and not seeking to save the world.
She isn’t going into therapy either – Harry seems trapped in a humourless cycle of self-examination. He used to be such fun too.
Could this be a change of direction? Is this the Meghan we thought we knew and loved whose engagement to Harry we were all so thrilled at?
She did, after all, eat food like a chipmunk and wear cats’ ears for Ellen DeGeneres a couple of years ago. So time will tell, but I’m not holding my breath.’
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It also happens to be based near Montecito, where Harry and Meghan live.
In a statement to Fortune confirming the investment in 2019, Meghan said: ‘This investment is in support of a passionate female entrepreneur who prioritizes building community alongside her business.
‘I’m proud to invest in Hannah’s commitment to sourcing ethical ingredients and creating a product that I personally love and has a holistic approach to wellness. I believe in her and I believe in her company.’
Mendoza confirmed Meghan’s investment at the time, saying: ‘Entrepreneurs need funding, but they also need advisers who care deeply about what they are building. I’m grateful to have found both in the Duchess of Sussex.
‘Her passion for what we’re creating is palpable, and I couldn’t imagine a more aligned partnership. We’re excited for the road ahead.’
Meghan’s backing of the brand marked her first public investment since she and Harry left royal life in 2020 to pursue a private life and seek ‘financial independence’ from the royal family.
According to the Clevr Blends’ website, the company is a ‘mission-driven, women-led wellness brand based in coastal California’.
Last week, Harry and Meghan Markle released a video showing Archewell’s 2023 ‘impact’ just hours after the Princess of Wales shared a clip of herself at a baby bank with Prince George, Princess Charlotte and Prince Louis.
The royal couple released a one-minute clip showing people and causes their foundation has helped throughout 2023. They have shared similar videos in the past, but usually not until January.
The clip showed the couple hugging veterans, packing bags for schoolgirls in Nigeria and taking selfies with dozens of supporters.
The Duchess of Sussex recently signed with William Morris Endeavor (WME) mega-agent Ari Emanuel whose clients include Dwayne ‘The Rock’ Johnson, Serena Williams and other A-Listers.
The slick video included footage from Meghan’s visit to the Fisher House Foundation in Los Angeles, as well as the couple’s calls to entrepreneurs, visits to New York to speak at a mental health summit and a trip to the Marcy Lab School in Brooklyn throughout 2023.
It also showed workers rebuilding a playground in Uvalde, Texas, following a massacre that killed 21 – including 19 children – in 2022.
Another clip from August showed Harry and Meghan calling young entrepreneurs, to tell them initiatives they run received a share of $2million in grants.
