Smoothie Strategy: From Rhode To Summer Fridays, Branded Juice Collaborations Are Big Business
In the world of branding and marketing, a refreshing trend is taking over - branded smoothie collaborations. These mouthwatering partnerships have been making waves, proving that blending the worlds of beauty, lifestyle, and culinary delights can yield sweet success.
The Magic Formula for a Viral Drink: Creating a viral smoothie is akin to crafting a delectable cocktail of ingredients that resonate with the masses. The recipe for success appears straightforward:
Team Up with a Noteworthy Figure or Brand: Align with a popular founder, influencer, or iconic label.
Craft an Instagrammable Flavor Profile: The drink must not only be delicious but also visually captivating.
Offer Limited-Time Exclusivity: Creating a sense of urgency often plays a crucial role in generating buzz.
However, the reality is that only a select few have truly cracked the code for smoothie collaboration success. There is no one-size-fits-all template for this liquid gold.
The Los Angeles Phenomenon- Erewhon and Smoothie Success: Erewhon, the renowned certified organic retailer, has significantly contributed to the smoothie craze. In 2022, influencers and beauty founders Marianna Hewitt and Hailey Bieber partnered with Erewhon to create signature smoothies that quickly became sensations. Hewitt's "Coconut Cloud" and Bieber's "Strawberry Glaze Skin" (dubbed the "Hailey Bieber") changed the game for Erewhon, demonstrating the endless possibilities in this burgeoning product category.
Hailey Bieber's "Strawberry Glaze Skin" smoothie continues to captivate consumers, selling around 1,200 to 1,500 units per day. Special events, such as Taylor Swift's concert in Los Angeles, even boosted sales, as concertgoers flocked to taste the phenomenon and share their experiences on social media. The collaboration with Erewhon also carries a charitable aspect, with proceeds going to the Rhode Futures Foundation.
Branding Beyond Beauty- Krispy Kreme and Rhode Collaboration: Krispy Kreme made its mark by temporarily reintroducing the Strawberry Glaze donut, coinciding with the fame of the Strawberry Glaze Skin Smoothie. This cross-branding strategy showcases the power of unpredictability and unexpected partnerships in marketing.
Summer Smoothies with Summer Fridays: Summer Fridays founder Marianna Hewitt expanded her smoothie portfolio at Erewhon with "Strawberry Lemonade Summer Crush." This drink, featuring a nod to the brand's aesthetics, demonstrates the importance of aligning the look of the smoothie with the brand's image. A functional element, such as lemonade-flavored electrolytes, added to the drink's appeal by addressing hydration needs.
Adding a Functional Twist- Erewhon's Collaboration with Arrae: Erewhon partnered with gut health brand Arrae to create the "Cocojito" smoothie, which not only tantalizes taste buds but also serves as a debloating drink. This exemplifies that flavor and aesthetics alone may not suffice; a functional aspect can enhance the drink's appeal.
Beyond Beauty and Wellness- Serena Kerrigan and Joe & the Juice: Entrepreneur Serena Kerrigan collaborated with global coffee and juice brand Joe & the Juice to create the "For The Plot" smoothie. This partnership, inspired by Kerrigan's empowering motto, extends beyond beauty and wellness into the broader market. Kerrigan's message of self-empowerment resonated with her audience, resulting in significant engagement and sales.
The Power of Celebrity Influencers: Vito Antoci, Erewhon Executive Vice President, emphasizes the significance of collaborating with celebrity influencers rather than just brands. Celebrity influencer smoothies have been Erewhon's biggest viral success. The collaboration with Hailey Bieber, in particular, led to exceptional sales and visibility.
The Magic of Collaborations: Collaborative product creation is a potent marketing strategy that transcends the beverage industry, fostering customer engagement, personalized experiences, and advocacy. Brands embracing co-creation position themselves for future success, as customers seek meaningful interactions with the brands they support.
Virality- An Unpredictable Alchemy: While everyone hopes for their smoothie to go viral, virality cannot be forced or predicted. It's a perfect storm of timing, relevance, authenticity, and a bit of luck. Attempting to orchestrate virality often comes across as inauthentic and performative.
In the end, the magic of smoothie collaborations lies in their organic and genuine appeal to the audience. It's about crafting delightful experiences that resonate with consumers and occasionally striking gold in the form of a viral sensation.