SharkNinja, the corporate behind Shark and Ninja family home equipment, is hoping to capitalize on the social media obsession with the Mormon drink of selection: soiled soda.
Soiled soda—a combination of fountain soda, flavored syrup, cream, and different toppings—was popularized by The Secret Lives of Mormon Wives actuality TV present and the subcommunity of Mormon influencers who submit about being members of the Church of Jesus Christ of Latter-day Saints and motherhood.
To advertise the Ninja Thirsti Drink System, SharkNinja partnered with MomTok stars Jen Affleck and Demi Engemann—each featured on The Secret Lives of Mormon Wives—to coincide with season two. The machine permits individuals to combine and match flavors. The partnership contains customized taste packs and a social marketing campaign. The 4 packs of soda are available flavors equivalent to mango, lime, lemonade, pineapple, and black cherry.
SharkNinja spends $700 million on promoting every year, CEO Mark Barrocas advised ADWEEK in March. The model’s funds closely skews in direction of influencer advertising and product placement.
The family equipment firm labored with Horizon Media’s Blue Hour Studios to deliver the soiled soda marketing campaign to life. “Social is on the core of all the things we do at SharkNinja, and we’re a social-driven group,” Stephen Peteritas, senior director of world model and social at SharkNinja, advised ADWEEK.
The model tapped Affleck and Engemann based mostly on their reputation and fervor for soiled soda. “We selected based mostly on who was most obsessive about soiled soda, whose character it felt like would spark social dialog, and who would have such an amazing customized pack that individuals would wish to seize,” Taylor Michelle Gerard, head of social inventive, creator, and influencer at Blue Hour Studios, advised ADWEEK.
