Please welcome Selena Gomez, ice cream entrepreneur.
Last week, the pop star dropped a new line of pink vanilla ice cream called Cookies & Cream Remix, in tandem with a promotional song titled “Ice Cream.”
Celebrity brands are only getting bigger
In recent years, we’ve seen some whopper $ signs attached to celebrity-launched brands:
- George Clooney sold his tequila company for $700m (+ another $300m based on performance) in 2017.
- Ryan Reynolds just sold his gin brand for $335m (+ $275m based on performance).
- Jaden Smith’s Just Water has been valued at $100m.
- Post Malone’s new rosé has been selling out everywhere.
Gomez isn’t the only celeb to jump on the icy treat train: Showtime’s Desus & Mero recently linked up with the chain OddFellows to create a bunch of new flavors, including something called “Baconeggncheese” (hard pass).
Why ice cream?
Stacy Jones, who runs the marketing agency, Hollywood Branded, tells The Hustle that launching a celeb product is all about fit.
For celebs like Gomez, there are untapped opportunities in rolling out palatable products for younger audiences. You really have to work hard to make ice cream offensive.
That said, it can be done: RIP, Ben and Jerry’s Schweddy Balls.