Juce it11/10/2023 “This collab with Joe & the Juice felt like the perfect next step for me because it fits right in with my target audience, while being widely accessible to many who might not be familiar with my brand,” Kerrigan shares. Serena Kerrigan Joe & the Juice "For The Plot" smoothie, Photo Credit: Neva Wireko Photo Credit: Neva Wireko Kerrigan’s “do it for the plot” motto has inspired thousands of people to live life genuinely and unapologetically. Kerrigan’s drink is available at all Joe & the Juice locations across the U.S., until Labor Day. Viral smoothie collaborations aren’t limited to beauty and wellness brands: entrepreneur, confidence coach and media personality, Serena Kerrigan, co-created a shake with global coffee and juice brand Joe & the Juice, called “For The Plot” - a tribute to her signature tagline. The “Cocojito” smoothie, which doubles as a debloating drink, contains the formula of its bestselling Bloat product, in addition to vanilla collagen. “Erewhon customers are our target demo, and we had substantial data to back up the fact that a smoothie partnership with them would be a smart marketing decision.” “We had done a big retail display partnership with Erewhon last year, and then again this year, and both went really well,” Arrae founder Siffat Haider explains. This past June, the retailer collaborated with gut health brand Arrae to create its signature “Cocojito” smoothie.Īrrae x Erewhon Cocojito Smoothie, Photo Credit: Courtesy of Erewhon Photo Credit: Courtesy of Erewhon When it comes to Erewhon smoothies, flavor and look aren’t enough - a functional element must be part of the equation. We were also able to do a sample with purchase of our ShadeDrops Mineral Milk Sunscreen, so we could reach a new audience with our products.”įor "Strawberry Lemonade Summer Crush,” lemonade-flavored electrolytes were added to the drink for hydration, to bring in the functional aspect of the drink. “We like to tie it into something that’s natural to the brand - with ‘Coconut Cloud’ it was the blue color of Jet Lag Mask, and with ‘Strawberry Lemonade’, it’s the name ‘Summer Crush’ that ties into the brand name and feeling of Summer Fridays. “But it had to taste good in addition to being beautiful, so together with the Erewhon team, we created this drink.” “I am someone who thinks social and digitally first to get people excited, so I knew I wanted it to be visually beautiful, featuring a nod to Summer Fridays with a shade of blue,” Hewitt says about her “Coconut Cloud” smoothie. Summer Fridays "Strawberry Lemonade Crush" and "Coconut Cloud", Photo Credit: Courtesy of Erewhon Photo Credit: Courtesy of Erewhonįlavor 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. (All of Erewhon’s smoothies have a give-back component, with proceeds going to the creator’s non-profit organization of choice.) Partial proceeds of the $18 smoothie went to the brand’s Rhode Foundation. With the belief that brands can have a positive impact on their community, Rhode built the Rhode Futures Foundation as part of the brand's DNA since day one. stop of The Eras tour: 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 (and share about it on social). Sales and social media posts of the drink were even boosted in August, which Antoci attributes to Taylor Swift’s L.A. “We had our biggest month ever this past August - we saw a spike of 16,000 units.”Īccording to Antoci, 1,200 to 1,500 of Bieber’s “Strawberry Glaze Skin” smoothie are sold at Erewhon, per day. Hailey Bieber's Strawberry Glaze Skin Smoothie, Photo Credit: Courtesy of Erewhon Photo Credit: Courtesy of Erewhonīieber’s “Strawberry Glaze Skin” smoothie is still going extremely strong: “In Hailey's first month, she sold about 36,000 smoothies,” Antoci shares.
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