DTC578: Sip Herbals’ Fun Packaging Refresh

Good morning,

TikTok launches first ever #ShopWithPride program on TikTok Shops.

Customers can shop and participate in Pride-themed activations and support LGBTQIA+ owned businesses like ONE/SIZE by Patrick Starr and KimChi Chic Beauty.

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Here’s what you’ll find in today’s DTC:

☕ We analyze whether coffee alternative Sip Herbals’ packaging rebrand is a glow up or a glow down.
🍬 Founder of Rotten, Michael Fisher, shares why he was inspired to make better-for-you candy and their go-to-market strategy.
🧑‍⚖️ And…Shopify shows it is serious about protecting entrepreneurs from false DMCA notices.

You’re reading this newsletter along with new subscribers from: Overlook Marine Group, Two Palms, and Earthletica. 👋

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☕ Analyzing Sip Herbals’ New Whimsical Branding

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What do you think of Sip Herbals' new packaging?

The herbal coffee alternative brand aims to provide customers with a coffee-like experience without the caffeine or stomach acid upsets.

Made with 100% chicory root, carob, and dandelion root, it's a great alternative for those who enjoy the smell and ritual of coffee making but don't want any adverse side effects.

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The product design tweaks they made:

• Bigger focus on branding. The brand name is much more prominent, emphasizing the word 'sip' in bolder font.
• Includes more catchy copy. At the bottom of the packaging, they've added a color block for contrast and cheeky copy that's more aligned with their brand voice. Phrases like 'Faux Joe' and 'Your coffee routine without the beans' help to explain how the product can be used.
• Adds visual interest: The pouch also features a cute cartoon mascot carrying items that hint at the flavor. The hand-drawn elements make the brand feel more approachable and connect better with a younger and hip audience.

👉 This fits in with the larger trend of beverage brands using cute characters to stand out. Brands like Chamberlain Coffee have also switched to more colorful and playful branding.

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The takeaway?

We like the new whimsical approach to Sip Herbals' new product packaging, but the vague wording can make it a bit tough for first-time customers to understand.

While the old packaging looks a bit more dated, it did include the words 'coffee substitute', making it easier to understand the product and who it is targeting (aka people who don't drink coffee or can't drink coffee for health reasons).

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💡 Since this product demands more customer education, more space on the packaging can be used to explain what it is rather than using valuable real estate on the brand name and logo.

Reply and let us know what product packaging you want us to analyze next!

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🎧 Rotten’s Founder Michael Fisher on Go-To-Market Strategy

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In this episode of the pod, Michael Fisher, the founder of Rotten, discusses his journey of creating a better-for-you candy brand that still tastes delicious.

He shares his inspiration for starting a candy company, the challenges of getting the product to market and leveraging innovative marketing strategies to make healthier candy options more appealing.

Fisher discusses his reformulation challenges, working on texture and sourness to meet the expectations of candy lovers.

He explains: “We aren’t trying to compete with brands with the least sugar or the cleanest label. This is candy. People want a better option, but it needs to taste absolutely delicious.”

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In this podcast, we cover:

• Reformulation challenges: How Rotten used this ingredient to reduce sugar without compromising on taste to meet customer expectations.
• Using innovative content marketing: The company’s new series ‘Grubs, Gizzards, and Goo’ helps drive brand awareness on social media through entertaining content.
• Go-to-Market Strategy: Rotten is launching a free trial program to attract new customers and expand its retail presence in stores like Hy-Vee and Zoomies.

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👉 You can listen to the full episode with Michael here.

‍🎉 CELEBRATE THIS!

🏄 June 15: International Surfing Day, National Prune Day, World Juggling Day

🧑‍💼 June 16: Father’s Day, National Fudge Day, Fresh Veggies Day

🍎 June 17: National Apple Strudel Day, Eat Your Vegetables Day

🧺 June 18: International Picnic Day, National Fishing Day, National Splurge Day, and National Wanna Get Away Day

🍸 June 19: Juneteenth, National Martini Day, National Watch Day

☀️ June 20: National Ice Cream Soda Day, National Vanilla Milkshake Day, Summer Solstice, World Productivity Day

🧘 June 21: Strawberry Moon Day, International Yoga Day, National Selfie Day, National Smoothie Day, National Peaches and Cream Day, World Music Day

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‍🌐 IN THE SOCIAL SPHERE

Shopify is coming down hard on fraudulent DMCA notices.

This has been an underhanded way for businesses to get rid of their competitors the past few years but now the ecommerce platform warns that if you are an offender, you will be hit with a lawsuit.

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