The foodservice consumer packaged goods industry has become more aware of leveraging social media trends when merchandising products, reports Supermarket News.
In a recent collaboration between Starbucks and bottle manufacturer Stanley, for example, the co-branded cup was exclusively available at Target on Jan. 3 and immediately sold out. The limited-edition “Winter Pink” cup was designed to celebrate Starbucks’ winter menu.
Collaborating with trendy brands is a recipe for virality for the core Gen Z demographic, according to the report.
Taco Bell has also used collaboration as a tactic to appeal to younger demographics. As with Starbucks and Stanley, Taco Bell leverages the limited-time offer strategy to increase demand. The chain recently worked with Pepsi to release Mountain Dew Baja Blast in retail to celebrate the drink’s 20th anniversary. Baja Blast is usually exclusively available at Taco Bell locations.
Working with Walmart, the chain also released Crunchwrap Supreme and Chipotle Chicken Quesadilla Cravings Kits for customers to create these offerings at home.
"Our goal is to provide as many access points to our brand as possible that will allow fans to engage with Taco Bell in a way that reflects their unique preferences,” said Matt Prince, a representative for Taco Bell. “If we do that successfully and provide the literal ingredients of what makes our brand so unique, we have a recipe for authentic engagement in home and online." Full Story
Related: Supermarket Giant Drops Pepsi, Lay’s; Starbucks Accepts Reusable Cups