KITH treats

Brand Journey

Will fictional Characters inspire more Brand Strategy ideas?


We’ve seen the Instagram stories, the filtered insta-worthy posts and read about it on every lifestyle web magazine out-there. Its SOLD OUT, lets talk about it.

Starbucks unicorn flavored Frapuccino is a Brand move we’ll be talking about for years.

Call it a craze, a stunt, a sugar-rush on steroids, Starbucks marketing move has been a mass success.

Lets just get passed all the social chat about the over sugary taste, its magical powder and its cute rainbow unicorn colors.

What we should be talking about, is Starbucks’ swift insight development moves or how quickly they take on social trends to reinterpret and adapt it into a new commercial move.

Starbucks is no stranger to taking on trends and striking gold from them, last year they hit us with the popular secret menu’s Pink Drink and this year they’re officially adding it to their summer menu.  Capitalize again on the now evergreen Millennial Pink trend.

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This was a very clear take on a trend of rainbow foods and unicorn interpreted concoctions perfectly listed by Well + Good earlier this year.

Just as David Butler said in his book Design to Grow, back in 2015 the only way we can respond to a fast-changing market is a quick response to trends with a quick insight development strategy.

“Combining the advantages of scale with [the momentum of] agility”.

We’ve certainly seen co-branding food related actions in the past with know tv/film characters, like my personal favorite, last years Capn Crunch and Kith Treats partnership. Partnership who took our nostalgic devotion for the sugary cereal and applied it to our Urban Apparel weakness.

2_bb44dde0-f3e0-4cd3-bc6e-4a31bdc2a050_1160x.progressiveIt is no secret that Nostalgia plays a powerful role in moving social trends.

From our favorite childhood colors (that we no longer dare to ware) to endearing fictional characters we befriended (and secretly still adore) and the fully colorful sugary sweets be devoured (and still do when we are down).

Our favorite fictional heroes are back to lift our spirits once more.

Hopefully inspiring our imagination and concept strategies like last holiday season’s COACH “REXY” the dinosaur, who inspired creative co-brandings like Coach x Colette Kid’s urban collection.

We must look for inspiration amongst these nostalgic characters and elements first had, be ready when these social insights appear and act quickly to adapt our Brand Strategies before the trend dries out.



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Inspirational Branding

29 going on 30 … cue the funfetti indulgences?


Is it ridiculous to say that I’m actually having an existential crisis at this age?
Is it too farfetched to think that at 29, I’m already getting feelings of doom?
How common are these feelings with our generation? Is it just me? Am I the only one?

Cue the funfetti indulgences!
My favorite creamy, soft and indulgent treats from Dashing Brands to get me through turning 29 and the reminder of how close the dreaded 3…0 is.

The first Brand I go to is Halo Top – Birthday Cake
The golden lid, rainbow polka-dot design, and quirky quote make all the creaminess with just 280 calories per pint that much better. All it needs is an attached golden spoon Halo Top take note.


1 pint after and the rambling continues…

All through my 20s, 30 just seemed far away. I kept picturing the-30-me as a complete adult, a grown man that figured out who he is and where he is going. A man that has it all together, Love, Life, and Work.

Well… The Universe is getting a great laugh for none of these are remotely close to being figured out, and yes, I do like to complain.

You guessed it, I’m part of the most educated, least paid and terribly unsatisfied generation, the millennials. The generation that collectively feels creative and has extra projects here and there.

A generation not defined by our profession, but by our passions.
A generation not defined by titles, but the willingness to create to become someone greater than who we are.

And what’s a better mix of two passions than KITH Treats – Fruity Pebbles vanilla swirl.
The coolness factor of KITH‘s footwear lifestyle brand and the sweet nostalgic flavors of our childhood favorite cereals, remind me of simple times when I could control my feelings.


With all these feelings of sweet creativity been awakened in me, you would think I would feel I’m on the right path.

I know that I might be blowing things out of proportions, yet articles like Forbes 30 under 30, designers like Adam J. Kurtz named on PRINT Magazine’s 15 Under 30  and of course, who can forget the new youngest Director to win an oscar Damien Chazelle for La La Land.

It’s this same strength of our generation that keeps me both motivated as well as in a constant panic mode.

I told you, this existential crisis was no joke.
Have I not been innovative enough in my career? Will all this hard work eventually pay off?

I keep having to remind myself that I must be on constant guard and self-evolution. Learning from every great story of our generation, both entrepreneurs and creative heroes alike. We most see them as inspiration and be proud of the fact that we are a collective creative generation.

I guess I’m telling you as well as myself that your Dashing Indulgences and Creative heroes can only help your path to great creative achievements. They will keep me awake at night for sure, but hopefully, I get to dream of funfetti ideas to pursue.

And to end my inner quarrel I leave you with the best of both worlds, ICE & VICE – Rainbow cake cookie.
A true new yorker Brand that mixes street style lifestyle, pop culture colors and uncommon flavors.
May we all be a little like ICE & VICE.


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