Brand Spotlight: Sugarfina
Sugarfina’s Valentine’s Day collection perfectly packages humor, romance and elegance into enticing little boxes.
Initially made famous by their champagne infused Bubbly Bears, L.A. native Sugarfina has taken the premium candy world by storm. With globally sourced ingredients and a decadent range of ‘Cocktail Candies’ -- including such creations as Rosé Roses, Peach Bellinis and Pale Ale Pints – Sugarfina has tapped into the growing premium market and immediately resonated with female Millennials everywhere (at one point, over 18,000 people joined a waiting list just to get their hands on Whispering Angel Rosé Gummy Bears!)
Not only do consumers crave the creative flavors and posh packaging, but many also find Sugarfina’s founder, Rosie O’Neill, an absolute inspiration. Rosie, a self-starting entrepreneur with a serious sweet tooth, exudes female empowerment and encourages girls to take risks in pursuit of their dreams, without sacrificing style. In line with her female-focused mission, Sugarfina donates a percentage of all profits to KIVA, an organization supporting female entrepreneurs in developing countries.
And this is exactly what we love so much about the brand.
Sugarfina goes beyond a simply premium proposition, radiating luxury, sophistication, and empowerment across all consumer touch points. When you walk into a Sugarfina boutique, you are walking into a sugar-filled paradise in the clouds -- thepolar opposite of traditional (typically juvenile) candy stores, filled with plastic bags and shovels.
Sugarfina’s sophisticated and gourmet brand image is a welcome refreshment to the many consumers who see Valentine’s Day as a corny commercial holiday, and are seeking something different. Their creative fusion of premium candy and alcohol additionally combines two of the top guilty pleasures, a mash-up that is ringing true with consumers worldwide.
As we approach this Valentine’s Day season, we hope that global confectionary brands can take note from this successful challenger brand and try something new this February 14th.