Why Was Sabrina Carpenter Called Out For "Espresso" Marketing Tactic?

Amid the release of her hit song “Espresso,” Sabrina Carpenter’s latest promotional campaign has ignited a fiery debate online. On Monday, 25-year-old Sabrina Carpenter created a buzz when she appeared as a barista at a Blank Street coffee shop in London. The event, part of her promotional efforts for her new song, saw her working a shift behind the counter, much to the delight of some fans and the dismay of others.

Blank Street shared the news on Instagram with several photos of Sabrina interacting with customers and posing on the counter. They captioned the post, “She’s working late because she’s a baristaaaa,” adding, “Thanks @sabrinacarpenter for popping by Charlotte St and serving up some me espressos.”

Sabrina Carpenter's Controversial Espresso Marketing Tactic

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Mixed Reactions: Support and Criticism

Despite the excitement from some quarters, a significant portion of social media users was quick to criticize the stunt. Many accused Sabrina of “cosplaying” as a minimum wage worker, a move seen as insensitive and out of touch with the realities faced by service industry employees. This criticism is not new; various celebrities have faced backlash for similar actions in the past.

One popular tweet, which garnered over 185,000 likes, described the gimmick as “the worst a celebrity can possibly do.” Another user commented, “Working a minimum wage job isn’t a trend,” highlighting the seriousness of the issue.

Critics pointed out the disparity between the lives of wealthy celebrities and the daily struggles of service workers. “Rich people cosplaying as minimum wage workers is the corniest shit in the world,” one tweet read. Another added, “So cute and wholesome when a celebrity cosplays a minimum wage worker as a publicity stunt then goes back to living a life of ultimate privilege.”

The sentiment was echoed by others who felt the stunt was patronizing. “I don't understand celebrities' fascination with cosplaying as underpaid service workers. It feels so gimmicky and patronizing,” one user tweeted. Another suggested an alternative, “I feel like Blank Street could have just created a fun Espresso drink in her honour instead of having her go pretend to be a barista in a Fendi two-piece with workers who get paid pennies. This is always weird.”

However, not everyone saw the marketing tactic in a negative light. Some fans appreciated the connection between the promotional activity and Sabrina’s song. One user wrote, “Usually I hate on celebrities when they do shit like this BUT to be fair her song is literally called espresso like this makes sense right.”

Another added, “See, I’m not usually a fan of celebrities cosplaying service jobs for a day, but she literally has the song of the summer and it’s called Espresso… We will allow it.”

The Broader Debate

This incident taps into a broader debate about celebrities’ promotional strategies and their engagement with everyday jobs. While some see it as a creative and relatable way to connect with fans, others view it as a tone-deaf and exploitative gimmick. 

The dichotomy of opinions highlights a deeper societal issue: the stark contrast between the lives of the wealthy and those of average workers. When celebrities step into these roles, even temporarily, it often brings this disparity into sharp focus, prompting discussions about privilege and authenticity.

Sabrina Carpenter’s “Espresso” marketing stunt has certainly achieved its goal of drawing attention, albeit with mixed reactions. While some fans see the effort as a fun and fitting promotion, others criticize it for being out of touch and patronizing. This incident serves as a reminder of the fine line celebrities must tread when engaging in such promotional activities, balancing creativity with sensitivity to the real-world implications of their actions.