Pinterest has launched its first-ever product collaboration, with the platform co-branding a new product from Chamberlain Coffee, the coffee company founded by influencer Emma Chamberlain.
Pinterest will co-brand a limited edition coffee mix, which will be promoted and sold within the app.
As explained by Pinterest:
“The limited-edition ‘Sea Salt Toffee Flavored Blend’ will be available for purchase on 17 June on Chamberlain Coffee’s website in the U.K., United States, Canada, and Europe, as well as via Chamberlain Coffee’s Pinterest profile.”
And more than just a branding opportunity, Pinterest says that the coffee itself was inspired by Pins:
“A long-time fan of Pinterest, Emma imagined the entire campaign and design on the platform. From exploring flavor profiles to gathering visual inspiration for the launch, each detail was hand-picked to capture the feeling of sipping an iced coffee by the seaside. The Fisherman Aesthetic trend from Pinterest Predicts, our annual emerging trends report, served as a core theme throughout the process.”
Indeed, “Fisherman Aesthetic” was one of 20 rising trends, based on Pin engagement, that Pinterest identified earlier this year.
Pinterest says that the collaboration highlights how Pinterest’s trend forecasting system can not only predict emerging trends, but also provide valuable insights “to help brands plan and predict upcoming products.”
Which is an interesting point of note. Of course, this is a co-branded product, so Pinterest obviously had some say in the creative angling, and we don’t have any insight into relative sales figures as yet.
But maybe, if it does turn out to be popular, that could point to Pinterest’s trend predictions as a helpful indicator of likely consumer interest.
I mean, the influence of Chamberlain is also a factor here, but…
Pinterest says that users will be able to learn more about the product, and purchase the coffee, via a new Pinterest board created by Emma Chamberlain.
“The board features inspiration for the blend, behind-the-scenes content from the campaign photoshoot and shoppable Pins driving users to purchase the blend, as well as a limited-edition merch collection.”
It’s another sign of big brands leaning into influencer marketing, and aligning with high-profile creators to promote their products.
A recent report from Statista estimates that the global influencer marketing industry will grow 36% this year, and with YouTubers like MrBeast crossing into mainstream consciousness, it does seem like we’re entering a new phase of the creator economy, where web-originated celebrity is on par with film and TV fame.
Even the platforms themselves are tapping into this, and it’ll be interesting to see if Pinterest looks to further product collabs like this in future.
