Open up Instagram or scroll through TikTok, and you might have noticed a delicious shift: the proliferation of branded smoothies. No longer confined to health stores and fitness enthusiasts, these vibrant concoctions have made their way into mainstream culture, thanks to savvy collaborations between beauty and lifestyle brands and yes: Erewehon. This phenomenon is not entirely new; brands have long partnered with food and beverage companies to create signature, limited-edition flavours. However, the current wave of smoothie collaborations has taken this concept to new heights, propelled by the power of social media virality and the attraction of exclusivity. The formula for a viral drink seems straightforward: align with a popular face or brand, create an Instagrammable flavour, and offer it for a limited time. Yet, the reality is far more nuanced, with only a few cracking the code to smoothie success.

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One of the most notable examples of this trend is Hailey Bieber's "Strawberry Glaze Skin" smoothie. Launched in 2022, this drink quickly became a sensation, attracting both Erewhon aficionados and sceptics eager to taste the celebrity-endorsed blend. The smoothie’s popularity was so immense that Erewhon eventually added it to their permanent menu. Hailey Bieber's creation not only captivated the taste buds of consumers but also seamlessly promoted her skincare brand, Rhode, intertwining health and beauty in a delicious package.

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Erewhon's repertoire of collaborations extends beyond Bieber. Sofia Richie, Matilda Djerf, and Kendall Jenner have all curated their own signature blends, each reflecting their personal brand and aesthetic. Richie’s "Sweet Cherry" smoothie, priced at $21, and Jenner’s "Peaches and Cream" smoothie exemplify the seamless integration of personal branding with health-conscious indulgence. These drinks do more than quench thirst; they offer consumers a taste of the celebrity lifestyle.

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Beyond individual influencers, Erewhon has also partnered with renowned brands and personalities across different sectors. The retailer’s collaboration with gut health brand Arrae produced the "Cocojito" smoothie, a functional drink that features Arrae's bestselling Bloat formula and vanilla collagen. This partnership not only appealed to health enthusiasts but also reinforced Erewhon’s commitment to combining wellness with gourmet pleasure. Similarly, the collaboration with The Kid Laroi and Chef Nobu Matsuhisa, as well as with the sunscreen brand Vacation, showcases Erewhon's innovative approach to product creation. The "Vacation Sunscreen Smoothie," inspired by the brand’s tropical scents, offers a refreshing blend of coconut, banana, Tahitian vanilla syrup, aloe, and sea salt. This drink epitomises the synergy between product and experience, drawing consumers into a narrative of sun-soaked leisure.

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A more recent partnership with UGG brought forth the "Tazz Tonic," a blend of banana, peanut butter, maple syrup, tahini, lucuma, and collagen. This collaboration, which also featured a limited-edition Tazz mule designed by celebrity tattoo artist JonBoy, exemplifies the creative and multifaceted nature of Erewhon's branding strategy. The Tazz Tonic, like its predecessors, offers consumers more than just a beverage—it provides a slice of the lifestyle associated with the brand. The beauty of these collaborations lies not only in their flavours but also in the exclusivity and social currency they offer. Erewhon smoothies have become a status symbol, a trend underscored by the queues that often rival those at popular tourist attractions. The social media buzz generated by these drinks is a testament to their cultural impact. Instagram stories and TikTok videos featuring Erewhon smoothies have become ubiquitous, with fans eager to share their experience with followers.

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The financial implications of these collaborations are significant. Antoci revealed that Hailey Bieber's smoothie alone generates about $760,000 in monthly revenue, with 40,000 units sold each month across Erewhon’s locations. This figure underscores the profitability of aligning with high-profile influencers and brands, transforming a simple smoothie into a lucrative venture.

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The trend of viral smoothie collaborations extends beyond Erewhon. Entrepreneur and media personality Serena Kerrigan's partnership with Joe & the Juice resulted in the "For The Plot" shake, available across the U.S. Kerrigan's shake, a tribute to her signature tagline, embodies empowerment and self-expression. The collaboration drew significant attention, with out-of-home advertising in Soho garnering 70 million monthly views and the shake amassing over 1.3 million views on TikTok. Juliana Goldman, founder of Potion and the agency of record for Joe & the Juice, underscores the power of co-creating products. Such collaborations boost customer engagement, generate buzz, and foster advocacy, positioning brands for future success. Co-creation goes beyond the beverage itself, creating personalised experiences that resonate with consumers.

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However, the quest for virality cannot be forced. Adee Drexler, founder and CEO of Infinity Creative Agency, notes that virality requires a perfect storm of timing, relevance, and authenticity. Brands must embrace organic growth and fun, as evidenced by Erewhon's approach to launching smoothies. This authenticity resonates with audiences and amplifies the brand's message.