Brand collaborations are now taking on all sorts of different approaches when it comes to enhancing their brand exposure. Fashion house Givenchy has entered the world of food and drink by making an exclusive cold-pressed juice option at Wild & The Moon.
Matthew Williams (the new creative director at Givenchy) and his team worked with the chefs & nutritionists to create this limited edition “Black Lemonade” formulated as an “Emergency Toxin Removal" juice. The beverage features carbon, maple syrup, apple cider vinegar, lemon juice and filtered water. In line with Wild & The Moon’s cold-pressed juices, the Givenchy collaboration is 100 percent plant-based, gluten-free and made with local organic ingredients with no additives.
These sorts of collaborations will become more common as they appeal to the new "Instagram generations" that love to share their experiences, especially when they are not widely available.
Retailers should be conducting more of these ventures to make their outlets transform into destination retail outlets.