Multiple brands have announced this Thursday, September 10 that they are cutting current and future ties with Big Brother 22: All-Stars contestant Nicole Franzel following her mocking of Ian Terry's autism on the show. Since competing on BB16 and winning BB18, Nicole kicked off a successful career as a social media influencer. On Instagram, she reaches 640,000 followers. Nicole also has a podcast, Coco Caliente, with fiancé and BB18 co-star Victor Arroyo. The podcast is part of the Wave Podcast Network and has a 4.5 rating from over 2,000 reviewers.
All in all, Nicole Franzel's brand on and off Big Brother aims to be as family-friendly as possible. For instance, she refuses to utter expletives during any circumstance, as she is mindful of her younger fans watching her every move Nicole has also branded herself as being the ultimate all-American girl from the Midwest. She's originally from small city Ubly, Michigan. Ever since her engagement with Victor Arroyo, he too moved to the Midwest to live with Nicole and her family. Now that she's back on the show, however, Nicole isn't getting a positive reaction from the viewers at home.
This week, Nicole Franzel was among the contestants who were accused by the fans of mocking Ian Terry's autism on Big Brother: All-Stars. In response, the fans started to send news articles to the brands that have worked with Nicole in the past or that still have marketing sponsorship deals with her and/or the Coco Caliente podcast. These sponsors started to react to the news reports and cut any current or future ties with Nicole as a social media influencer. On Twitter, the following brands have publicly cut ties with Nicole Franzel: Olay, Chateau Ste. Michelle, Burst Oral Care, and Betabrand. Other sponsors have sent direct messages to the fans on Instagram, stating that they're also cutting ties with Nicole. As shared by Twitter user @sincyslegacy, these brands include Princess Polly Boutique, LoveBook, EyeBuyDirect, and 310nutrition. This list will be updated if more brands take a public stance regarding this matter.
What usually happens whenever a person goes on a huge reality show like Big Brother 22 is that they grow their follower count and attract more marketing opportunities and sponsors from now having a larger audience. So far, Nicole Franzel's Instagram has grown from 630,000 followers to 640,000 followers during the first five weeks of BB22. However, this isn't necessarily a significant growth. As a comparison, Janelle Pierzina's Instagram grew from 81,000 followers before this season to 191,000 followers after her eviction in week 3.
Nicole won't know the impact that her appearance on All-Stars has had until she leaves the show. For now, it'll be up to her team to do damage control in order to sustain her real-life career on the outside.
Big Brother 22: All-Stars airs Wednesdays, Thursdays, and Sundays at 8pm EST on CBS.
Sources: Nicole's Instagram, Olay, Chateau Ste. Michelle, Burst Oral Care, Betabrand, @sincyslegacy, Janelle's Instagram