The Duchess of Sussex is finding that turning high-end aspirational content into commercial sales is proving to be a rougher journey than anticipated.
Meghan Markle's latest promotional video for her lifestyle venture, As Ever, has been met with a wave of intense online criticism. Viewers and industry observers have labelled the clip 'worse than amateur', reigniting a fierce debate about the efficacy of celebrity influencer marketing when the line between personal identity and product promotion becomes blurred.
The promotional content, intended to showcase the brand's fruit spreads and teas, previously launched under the name American Riviera Orchard, features the Duchess discussing family preferences, famously noting: 'My husband loves the raspberry,' before adding, 'Lil loves the strawberry, and Arch likes both. And I like the marmalade.' While the tone is intimate and casual, it quickly became a focal pointof the backlash againstMeghan Markle's jam video, with critics dissecting both the style and strategy behind the content.
Meghan Markle's new video left some fans unimpressed.#DailyExpresshttps://t.co/uQsla4evPXpic.twitter.com/sCJ83F9dxZ
The strongest wave of criticism came from viewers and commentators who described the production as 'worse than amateur', a phrase that rapidly circulated across social platforms and commentary pieces. The reaction was not just about taste but about execution, with attention focused on framing, tone, and a perceived lack of polish.
Observers pointed out that Meghan often appears to be speaking slightly off-camera, creating what many described as a disconnected viewing experience. In the context of modern digital storytelling, this became a central point of criticism in Meghan Markle's promotional video, where direct engagement with the audience is often considered essential for building trust and conversion.
What makes this moment particularly viral is the contrast between expectation and delivery. With her access to high-profile production experience through projects likeWith Love, Meghan, audiences anticipated a more refined approach. Instead, the result triggered a wave of commentary that quickly spread under the umbrella of criticism of the Meghan Markle "As Ever" jam video.
What the heck is this?🤨 First, Meghan Markle’s audio quality is horrifically bad and not even amateur, it’s worse than that. The part about Lili is barely understandable. It’s also so fake with her standing in the fake kitchen with a pristine white apron, which reinforces the…pic.twitter.com/BXF7pDoPZT
Beyond the video itself, the discussion has expanded into the broaderAs Ever brand controversy, particularly around its identity shift from American Riviera Orchard to its current branding. This rebrand has been widely noted in commentary, with critics suggesting it has created confusion about the product's positioning and long-term vision.
As one referenced analysis noted, the brand story has 'subtly moved on', with earlier attempts tied to Netflix collaboration now no longer part of its financial backing. The same discussion highlighted how storage rooms were reportedly filled with unsold inventory, including jars and related merchandise, raising further questions about rollout strategy and demand.
Source: International Business Times UK
