{"id":28045,"date":"2023-01-05T23:01:44","date_gmt":"2023-01-05T23:01:44","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/05\/the-marketing-power-of-17-smoothies\/"},"modified":"2023-01-05T23:01:44","modified_gmt":"2023-01-05T23:01:44","slug":"the-marketing-power-of-17-smoothies","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/05\/the-marketing-power-of-17-smoothies\/","title":{"rendered":"The Marketing Power of $17 Smoothies"},"content":{"rendered":"

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Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot\u2019s media team.\u00a0<\/em><\/p>\n

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If you\u2019ve spent any time on #WellnessTok then you may be familiar with the luxury grocery chain Erewhon<\/span><\/a>. With eight locations across Los Angeles, the stores feature organic, niche products and have a reputation for being rather bougie.\u00a0<\/p>\n

Over the past few years, the store has turned its smoothie bar into an unlikely marketing machine for beauty, skincare, and lifestyle brands with reach extending far beyond its Los Angeles shoppers.<\/p>\n

The Tinx smoothie, named after the popular TikTok creator<\/span><\/a>, debuted as an off-menu item in 2021 and was based on the custom smoothie she ordered when visiting the store. Because Tinx grew her following giving LA-based recommendations and frequently posts about her love for Erewhon, a collaboration with the chain was a natural fit.<\/p>\n

In 2022, the grocery chain made working with popular creators and entrepreneurs a regular part of its business strategy with new drinks appearing on the menu each month costing between $14-$17 each.\u00a0<\/p>\n

Perhaps the most popular was when Erewhon partnered with Summer Fridays<\/span><\/a> co-founder Marianna Hewitt<\/span><\/a> to offer the Coconut Cloud Smoothie, a nod to the skincare brand\u2019s hero product the Jet Lag Mask<\/span><\/a>.\u00a0<\/p>\n

The smoothie quickly went viral (I think the color had something to do with it) with users across social media posting themselves getting the smoothie from Erewhon and recreating their own versions at home. Admittedly, I did go to my local Erewhon and drop $17 for the Coconut Cloud because, research.\u00a0<\/p>\n

After the Coconut Cloud Smoothie went viral, the collaborations kept coming.\u00a0<\/p>\n

Hailey Bieber<\/a> partnered with Erewhon to offer the Strawberry Skin Glaze Smoothie<\/span><\/a> to promote the launch of her skincare brand Rhode<\/a> in the summer of 2022.<\/p>\n

Creator Lauryn Bosstick<\/a> joined forces with Erewhon to create The Pink Drink<\/span><\/a> as her lifestyle brand The Skinny Confidential<\/a> expanded its product line.\u00a0<\/p>\n

Even the Kardashians got in on the action with the Poosh Potion Detox Smoothie<\/span><\/a> named after Kourtney Kardashian\u2019s lifestyle brand<\/a> popping up on Erewhon\u2019s smoothie bar menu.\u00a0<\/p>\n

Whether users posted about the smoothies because they genuinely liked them, created their own versions at home<\/a>, or lamented about the price, there’s no denying these collaborations have been major conversation-starters on social media.\u00a0<\/p>\n

These partnerships and the viral moments that ensued helped make Erewhon a common name outside of the LA wellness community and are positioning the brand to take a larger stake in the beauty and lifestyle space in the coming years.<\/p>\n

Marketing Snippets<\/h2>\n

The latest news and marketing strategy insights.<\/h3>\n

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Image Source<\/a><\/p>\n

What are top marketing leaders focusing on in 2023?<\/strong> Here\u2019s what leaders from Uber, ClickUp, and Dropbox say their 2023 goals are<\/span><\/a>.\u00a0<\/p>\n

How often should you publish blog, video, and social media content<\/strong>? We surveyed over 1,200 marketers to find out<\/span><\/a>.\u00a0\u00a0<\/p>\n

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Need help with influencer marketing?<\/strong> This guide<\/span><\/a> on how to work with nano and micro-influencers breaks down how to leverage meaningful partnerships to help your bottom line.\u00a0<\/p>\n

Google and Meta<\/strong> are slowly losing ad spend market share<\/span><\/a>.\u00a0<\/p>\n

Twitter<\/strong> announced a new rule banning links to outside social platforms<\/span><\/a> and tools such as LinkTree on its site, before quickly backtracking.\u00a0<\/p>\n

The Wall Street Journal<\/strong> predicts companies will play it safe with marketing tactics<\/span><\/a> in 2023.\u00a0<\/p>\n

Brands such as Logitech <\/strong>are experimenting with ways to reach customers on BeReal<\/span><\/a>.<\/p>\n

Elon Musk<\/strong> appears to be taking Twitter user feedback to heart and is reportedly looking for a new CEO<\/span><\/a> for the platform after a poll showed 57% of users voted he should step down.<\/p>\n

\"New<\/a><\/span><\/span><\/p>\n<\/div>\n