For the primary time in its 15-year historical past, Pinterest is placing out an authentic, co-branded product.
And it picked a creator to be its associate.
Vlogger Emma Chamberlain and her eponymous espresso firm this week launched Sea Salt Toffee, a “trend-inspired mix” that’s Pinterest-official. The limited-edition mix (accessible on Chamberlain Espresso‘s web site for consumers within the U.S., U.Okay., Canada, and Europe) was impressed by the very ~aesthetic~ concept of “sipping an iced espresso by the seaside,” Pinterest says.Subscribe for every day Tubefilter Prime StoriesSubscribe
For these curious, it’s $23.95 for a ten oz bag of floor roast, and there’s additionally some related merch, like keychains for $14, a pitcher for $54, and a tote for $64. Tasting notes embrace “buttery caramel, a touch of sea salt, and toasted brown butter,” and the mix is 100% arabica beans.
Pinterest says that, in growing the flavour, it took cues from the favored “fisherman aesthetic” pattern, the place customers pin photos exemplifying cozy ocean cottage residing and a “laid again maritime perspective” with “cable knit sweaters, sardine tattoos and stripes. on. all the pieces.” We’re not too shocked it went with this theme, contemplating it already predicted the world of boats and buoys could be one in all its prime tendencies of 2025.
“The collaboration illustrates how Pinterest’s pattern forecasting system not solely predicts shopper tendencies, however offers invaluable insights to assist manufacturers plan and predict upcoming merchandise,” it says, including that it selected to work with Chamberlain Espresso as a result of the model is “identified for its daring model and artistic strategy to at-home espresso.”
Chamberlain, in the meantime, says she’s a longtime Pinterest person, and that it’s “a dream to group up with them for this particular Chamberlain Espresso launch.”
“Pinterest has been an enormous inspiration and gear for constructing Chamberlain Espresso—it’s the place we discover inspiration for upcoming campaigns, uncover new flavors and sustain with drink tendencies,” she explains. “I can’t wait for everybody to do that limited-edition mix, it’s completely scrumptious (and cute…).”
To mark her first-of-its-kind partnership with Pinterest, Chamberlain is headed to main promoting occasion Cannes Lions this week, the place she’s holding a Chamberlain Espresso popup and internet hosting a hearth chat with Pinterest CEO Invoice Prepared.
She’s additionally celebrating by including a particular drink, the “Salted Sailor,” to the menu at Chamberlain Espresso’s brick-and-mortar location, which opened in Los Angeles this previous January.
Whereas Chamberlain Espresso isn’t as loud a beverage model as, say, Prime, and Chamberlain doesn’t have an in-your-face model of selling it, it’s been a profitable endeavor for her, hitting an estimated $20 million in annual gross sales–and, in fact, nabbing this partnership for her. Pinterest selecting a creator to guide its first foray into shopper merchandise is an enormous deal; it reveals the platform takes creators significantly and acknowledges their energy not simply as people, however as companies. We’re curious if Chamberlain Espresso will produce extra blends based mostly on Pinterest tendencies–or if the platform will begin reaching out to extra creators for equally distinctive partnerships.
