Some of those White Lotus collabs are super smart - like Away, for example, is a natural fit. (The Coffee Mate one is a no for me). But I wonder what the execution is like for Away? I haven't seen anything yet on their socials. For Beis x Wicked, it was just luggage, in pink or in green, which just seemed like a cash grab. There needs to be a new job out there called "Collab Editor" - someone who puts the brakes on ridiculous collab ideas before they get out of hand and tells people to go back to the drawing board - to say: "No, that's not creative enough!" - because we're well beyond peak collab at this point.
Finding myself both appalled and intrigued by so many of these brand collabs. It's crazy how some feel so spot on and smart, where others are like...wait what? Who asked for this? Soup drops? Pizza cereal? I feel like some of the food stuff is missing a lot of the health and nutritional convos peppering the internet right now...
wonder if soup drops & pizza cereal (ick!!!) are almost a backlash from the wellness revolution we're experiencing. with the world being so uncertain, there's a craving for nostalgic flavors - and I think brands are capitalizing on this
I’m in shock at this Arrae product description. They are making claims that their 5 mg creatine gummies are going to give women a lean body? This wreaks of the skinny teas of 2013. “Build lean muscle while supporting fat loss” WHAT!? I honestly can’t believe this copy was approved by their legal team.
I don't know enough about the efficacy / science of the product - but surprising that they would be able to get away with claims that aren't legally sound!
The thing about the Totino's and Cinnamon Toast Crunch collab is how blindly they missed the obvious collaboration. Nobody - and I mean nobody - wants pizza flavored cereal. But sell me on some pockets of cinnamon and maybe cream cheese or something, and you can take my money. Sure collaborate, but if you want to sell something, it really should have been Cinnamon Toast Crunch flavored rolls.
yes, it makes me think there's a bucket of collabs that are just... to drive buzz, no sales at all. but the R&D costs alone probably wouldn't be offset by that strategy. so it's unclear!!
Alix Earl's Frame collab is giving Jenny Humphrey's goth fashion designer era someone please tell me I'm not the only one
100%. they really WENT for it with the eyeliner and the stilettos
With whiffs of Donatella Versace.
Some of those White Lotus collabs are super smart - like Away, for example, is a natural fit. (The Coffee Mate one is a no for me). But I wonder what the execution is like for Away? I haven't seen anything yet on their socials. For Beis x Wicked, it was just luggage, in pink or in green, which just seemed like a cash grab. There needs to be a new job out there called "Collab Editor" - someone who puts the brakes on ridiculous collab ideas before they get out of hand and tells people to go back to the drawing board - to say: "No, that's not creative enough!" - because we're well beyond peak collab at this point.
2025 might be the year of the "collab editor" because I agree, the bar is on the floor sometimes.
Finding myself both appalled and intrigued by so many of these brand collabs. It's crazy how some feel so spot on and smart, where others are like...wait what? Who asked for this? Soup drops? Pizza cereal? I feel like some of the food stuff is missing a lot of the health and nutritional convos peppering the internet right now...
wonder if soup drops & pizza cereal (ick!!!) are almost a backlash from the wellness revolution we're experiencing. with the world being so uncertain, there's a craving for nostalgic flavors - and I think brands are capitalizing on this
Yes that’s a good take! Personally, I think a cinnamon flavored pizza roll would have gone over better
I’m in shock at this Arrae product description. They are making claims that their 5 mg creatine gummies are going to give women a lean body? This wreaks of the skinny teas of 2013. “Build lean muscle while supporting fat loss” WHAT!? I honestly can’t believe this copy was approved by their legal team.
I don't know enough about the efficacy / science of the product - but surprising that they would be able to get away with claims that aren't legally sound!
The thing about the Totino's and Cinnamon Toast Crunch collab is how blindly they missed the obvious collaboration. Nobody - and I mean nobody - wants pizza flavored cereal. But sell me on some pockets of cinnamon and maybe cream cheese or something, and you can take my money. Sure collaborate, but if you want to sell something, it really should have been Cinnamon Toast Crunch flavored rolls.
yes, it makes me think there's a bucket of collabs that are just... to drive buzz, no sales at all. but the R&D costs alone probably wouldn't be offset by that strategy. so it's unclear!!
Adding Ina's memoir to my reading list!
it's great!!
ok NO ab the Tostinos pizza roll sutuation — I saw Cinnamon Toast Crunch bacon at the grocery store last night, too. what’s happening / make it stop
omg- CTC bacon. no words!!!
Who ask for the soup drop innovation? Ew.
*literally no one*
I already know I am going to love your post just be reading the titles - they are SO good. Another great one.
Also OMG I just finished listening to Ina's memoir too!!!! We must discuss.
we must!!!! too good!
Have never watched or cooked anything by Ina but also loved her book—-such an easy read and she is gritty and joyful, and sounds like the best time.