Stitch If You See Me Talking To Myself Just Move Along Im Self Employed Were Having A Staff Meeting Shirt
Erewhon has been selling premium organic smoothies for years and had previously collaborated with influencers such as Christina Najaar (who goes by Tinx on TikTok) and Marianna Hewitt, founder of the skincare brand Summer Fridays, on custom creations. But its 2022 Hailey Bieber collaboration proved to be a game-changer. After Bieber candidly posted a breakdown of her go-to Erewhon smoothie to her Instagram Stories, the store informed her of the surge of fans asking for the custom order. The model then convinced Erewhon that a namesake drink would be a hit, launched alongside her Rhode skincare brand. She was correct: the pink, coconut-cream swirled Strawberry Glaze Skin smoothie, a perfect blend of TikTok-fuelled food trends and influencer marketing, went viral.Stitch If You See Me Talking To Myself Just Move Along Im Self Employed Were Having A Staff Meeting Shirt
Today, Erewhon reportedly sells 40,000 Hailey Bieber smoothies each month and has expanded its co-branded offerings to include further celebrity-designed drinks released monthly, from the likes of Sabrina Carpenter, Emma Chamberlain and Nara Smith. Celebrities are not paid for their participation, but rather choose a charity to receive a portion of the proceeds. “In 2024, we had an incredible year, donating over $2.5 million through our celebrity smoothie collaborations,” Erewhon executive VP Vito Antoci shared on LinkedIn in January. Celebrities want to be associated with Erewhon and Erewhon wants to tap into their audiences. The results speak for themselves: when Blackpink’s Lisa’s Thai-inspired iced tea Thai Up The World was released in January, Erewhon’s TikTok announcement garnered 4.6 million views in four hours and over 20 million within a day.
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