Beauty and lifestyle brands are creating smoothies — and going viral, thanks to their celebrity creators and retailers like Erewhon. Which juices are taking the cake?
Photo Credit: Marianna Hewitt, Courtesy of Summer Fridays and Erewhon
Pairing a food and beverage companies with a celebrity, or a fashion, beauty or lifestyle brand can be a successful way to tap into a whole new audience and ignite some buzz.1- Align with a noteworthy, popular founder, creator or brand.3- Offer the drink for a limited time . this trend at Erewhon in 2022 — starting with Hewitt’s"Coconut Cloud” in March, followed by the release of Bieber’s"Strawberry Glaze Skin” smoothie , soon after in June.
According to Antoci, 1,200 to 1,500 of Bieber’s “Strawberry Glaze Skin” smoothie are sold at Erewhon, per day. Sales and social media posts of the drink were even boosted in August, which Antoci attributes to Taylor Swift’s L.A. stop oftour: that week led to a significant spike in sales, as concertgoers visiting Los Angeles wanted to get in on the “Strawberry Glaze Skin Smoothie” phenomenon .
Flavor and aesthetics are two benchmarks of a standout smoothie, so when it comes to creating the look, let your brand’s image take the lead. For"Strawberry Lemonade Summer Crush,” lemonade-flavored electrolytes were added to the drink for hydration, to bring in the functional aspect of the drink.
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