Shake Shack released a pink shake today in celebration of Valentine’s Day that begs to be photographed in all of its glittery glory. The fact the beverage is Instagram-ready is not the only draw; the company has packed many other elements into the launch of this millennial pink concoction with the hopes of winning consumers hearts on V-Day.
The limited-edition ‘Love Shack Shake’ conjures up memories of Starbuck’s Unicorn Frappuccino, one of the most talked about beverages of 2017 and number 4 on Schneider Associate’s 2017 Most Memorable New Product Launch survey. The Unicorn Frappuccino was a product that was shared far and wide on social media, offering priceless word-of-mouth and free advertising for Starbucks. Shake Shack is likely anticipating the same viral potential for this shake with the promotional images already touting its visual appeal.
Playing into the trendy hue of “millennial pink,” Shake Shack is hoping to attract a younger audience with this popular color choice while nodding to older consumers with its name and a celebrity partnership. The product is being launched in collaboration with the B-52s, a band formed in 1976 and best known for their hit song “Love Shack” released in 1989. The collaboration plays into feelings of nostalgia for older generations. While the color and name choice are interesting, and should attract consumers of all ages, brands should be wary of marketing too wide a swath of consumers. It’s always a danger that by trying to reach all audiences, you wind up not reaching the ones that are most likely to buy your product.
And just when you thought Shake Shack had thought of every way to promote this product, for every Love Shack Shake sold, the company will donate $2 to Canine Companions for Independence, an organization that pairs assistance dogs with disabled people free of charge. Not only can you indulge in strawberry goodness, you can drink guilt-free knowing you’ve done your good deed for the day.
Launching a new product continues to be a challenge in today’s heavily saturated media landscape, which may be why Shake Shack has pulled out all the stops for this pink shake. The question remains – did they go too far and try to incorporate too many conflicting elements? If you’re in Atlanta, New York, or Los Angeles let us know if the “Love Shack Shake” lives up to the hype!