But Facebook users seem to be having the last laugh.
Instead of brands, they're becoming friends of the generic: Chocolate chip cookies have 1.3 million fans, Chips Ahoy, 2,500. Orange juice has 25,000 fans; Tropicana, 5,000.
Charity and cause groups, popular brands and the like seem to be acceptable things for people to become fans of, with brands like Starbucks getting numbers in the millions.
Bottom line is, users still don't want to embrace non-Prom King brands on social networks. Least of all in a public way that their friends can see. Prom King brands and "so-under-the-radar-they're-hip" brands will have their fan bases. But who really wants to become a fan of Maxwell House Coffee?
Now that doesn't mean people won't buy Maxwell House or that they don't enjoy it. Just that it doesn't have enough of a coolness badge for people to "friend" it on social media.
Because, as I've written previously, social media always involves a value exchange. I will become your friend if you give me something in return: information, money, entertainment, or, in the case of Prom King brands, coolness.