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Can Sharapova's Lips Seal the Deal with Consumers?

September 4, 2012 at 10:55 am by Ted Mininni

I’ve always said that a commodity product branded and packaged in a unique and exciting manner could take over a category. Case in point: tennis superstar Maria Sharapova has entered the licensing fray lending her considerable star power to – gummy candies? Sure… why not?

Sugarpova gummies are not your five year old’s gummy candies. I love the brand name, too. Why NOT do a take-off on Maria’s name? Her considerable celebrity will induce consumers to pony up more than the usual cash for candy. But I don’t think that her name alone will seal the deal with consumers.

Cool, uniquely-shaped gummies come in packaging that’s flirtatious, fun, sophisticated, upscale – and yes, sweet, like Sharapova. Psychedelic lips, the primary design element on each package, change color and pattern, taking on the attitude of each of the unexpected candy shapes and flavors. One-word descriptions above each pair of lips: chic, cheeky, silly, sassy, flirty, quirky, spooky, and smitten create consumer curiosity about these gummies. Short descriptors underneath the lips offer more tantalizing variety communication. Is this the blueprint for building anticipation, or what?

Don’t expect these gummies to be sold in the supermarket down the street. Sugarpova debuted recently at Henri Bendel in New York…  after all, they do make a bit of a fashion statement. They will also be available in hotel minibars and at sugarpova.com. Will four packages sell for $19.99? I’m betting on it. Some flavors already sold out for the time being. Also: a portion of the proceeds go to Maria’s charitable foundation. Pretty freakin’ sweet, huh?

• Should Sharapova’s entry into the market make manufacturers of ubiquitous candy and snack items think more about branding and packaging, whether they’re premium products or not?
• Do you think that licensed consumer products lend themselves more than other brands to uber creative branding and packaging?
• Will Maria Sharapova’s celebrity be the driving force behind the success of Sugarpova? The name? The brand packaging? Or all three working in concert? What do you think?

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