MyMuse was created by beverage trade veteran Lance Collins in 2020. Collins, who beforehand launched Fuze Tea, NOS Energy, CORE Water, BodyArmor and ZenWTR, developed the idea of MyMuse as an enhanced water. Due to produce chain disruptions and the general challenges from the pandemic, MyMuse “went into hibernation,” and the model’s “product assortment was [reassessed],” Bill Juarez, CEO, MyMuse, defined.When the model initially launched in 2020, Collins partnered with the D’Amelio household, who’re described as a “social media powerhouse with over 250m mixed followers,” and who’ve been concerned with the model from the start.Distinguishing between influencer and movie star advertisingDriven by social media and cell telephones, influencer advertising has catapulted over the previous couple of years – with the world influencer market worth tripling since 2019 to $21.1bn in 2023, highlighting the profitable relationship between manufacturers and creators, the place the latter supplies entry to a concentrated group of customers that may assist enhance a model’s presence and traction.While movie star advertising has performed a major position within the endorsement of iconic meals and drinks for many years, Juarez defined that it’s a extra conventional type of advertising that’s “pre smartphone.”“As these younger customers grew up on a smartphone, they checked out [marketing] in a different way they usually started to search for authenticity,” Juarez stated.He defines an influencer as “anyone who provides worth to the follower,” which was exemplified within the health class the place customers sought out schooling surrounding exercise routines and meal prep, adopted by extra long-form content material like podcasts that featured quite a lot of specialists on a subject below the influencer’s model umbrella.“The key factor to recollect is, when selecting a advertising associate who’s an influencer, is there worth being added to the group? And in fact selecting that influencer very fastidiously that they align with your model values. I believe that’s one other factor that sure corporations get away from is, ‘Oh it’s a massive title, nice we are going to associate with them.’ But then there’s a disconnect between them and your focused shopper,” Juarez elaborated.The partnership with Dixie started “out the gate” for the reason that household was already a part of the model, who “believed within the proposition of the model from the start,” Juarez stated.As a younger musician and influencer, Dixie’s on-line presence and her engagement within the taste growth served as an genuine connection with MyMuse’s customers, which will likely be featured within the model’s upcoming behind-the-scenes footage of her taste creation course of.“She actually did create the flavour profiles – it was all her. We simply sat on the sidelines and guided the method the place she actually did all of the work to make all the alternatives. When we acquired to the tip of it, all of us felt actually good concerning the proposition. And, I believe, what’s going to come by way of to her viewers is the authenticity of it … and the purchase in from all events,” Juarez emphasised.MyMuse intends to proceed creating its influencer advertising technique, which takes “somewhat little bit of humility on the a part of the model proprietor,” to ask one other perspective into the advertising course of “who has the creativeness of the viewers that you’re attempting to draw to your product,” Juarez stated.Blending performance with tasteThe firm expanded its roster of drinks from functional waters to functional sodas with this launch.Source: MyMuseThe caffeine-free soda incorporates a mix adaptogens, together with maca root and ashwagandha and electrolytes, together with zinc, potassium and magnesium, alongside with 5 grams of natural cane sugar at 25 energy.Delivering a ‘taste-first soda’ to Gen Z and Gen Alpha customersTargeting younger Gen Z and Gen Alpha customers, MyMuse’s soda portfolio follows within the footsteps of different well-liked functional soda manufacturers which have targeted on intestine well being, which Juarez described as a chance to broaden the class additional by prioritizing style first and wholesome indulgence second.“Brands like Olipop or Poppi have executed an amazing job of proving out the case that the market is prepared for a brand new tackle soda … What we got down to do was simply ship a taste-first soda, as a result of soda is an indulgent class,” Juarez defined.Initially, MyMuse examined its formulation with nutritional vitamins, however eliminated them from the soda, as a result of nutritional vitamins are “a simple factor to throw in merchandise, however all people is over vitamized for essentially the most half.” Rather, MyMuse changed nutritional vitamins with minerals, which customers, notably girls, are missing, whereas additionally offering a crispness to the general mouthfeel, Juarez stated.Developing an omnichannel retail techniqueMyMuse has been constructing its distributor community and retailer partnerships for “six plus months” Juarez stated. The model will launch in 1,200 Target shops nationwide starting this month, along with launching in 400-plus Sprouts areas throughout the nation earlier this month. At the tip of April, MyMuse will launch in two divisions Kroger and seven Eleven and Amazon. Juarez added that the corporate intends to “have full nationwide protection no later than September of this yr.”The firm additionally partnered with on-line retailer Go Puff which has “success round school campuses” and suits MyMuses’ goal demographic.
https://www.foodnavigator-usa.com/Article/2024/04/18/MyMuse-launches-its-influencer-focused-functional-soda-with-singer-Dixie-D-Amelio
