If you’re a company like Smoothie King, whose brand is all about a healthy and active lifestyle, your promotional merchandise has to go with that brand identity. You can’t necessarily go the route of the fast food and pizza restaurants who lean into comfort.
But, Smoothie King is still a chain that needs to keep up with the fast pace of branded merchandise rollouts and e-commerce sites.
The company did a good job of landing somewhere in the middle, offering a wide range of products that still spoke to its healthier sensibilities, like yoga mats, towels and tumblers reminding you to “rule the day.”
“We decided to make Smoothie King merchandise because our guests were requesting it, and we love how proud they are to represent our brand,” Rebecca Miller, chief marketing officer of Smoothie King, said in a press release. “That’s why we created every item in the new store with them in mind. From a fleece-lined tie-dye jogger set to keep them warm on a winter smoothie run to Rule the Day yoga accessories to ground them while they stretch, we want to support our guests every step of the way in reaching their goals.”
It’s not all hard work, as Miller alluded to. There are still basic apparel pieces that fit in with the rest of the competition’s product lines, like a beanie, crewneck sweatshirt and sweatpants. There are also accessories like a backpack and sticker packs.
Smoothie King also included some favorite flavors of their smoothies by incorporating the Angel Food smoothie flavor into lip balm.
Perhaps best of all, this campaign serves as an incentive for people to sign up for Smoothie King’s Healthy Rewards and Champion memberships. Members can get a 10% discount on merchandise on Black Friday.
Not every branded merchandise launch for a fast food brand is a hit, but this one does well to reflect Smoothie King’s intended brand identity of health with some fun and thoughtful products.
