July 2024: Bourbon, Cats & Cameras, Oh My

Happy July! As temps have heated up, hope y’all are staying as cool or hot as you want to be, and keeping work in it’s place to seize the summer moments.

As the 4th approaches, I’m pushing through the lingering sadness this holiday will always carry for me after the tragic shooting in my community 2 years ago to find my inner patriotism (which has admittedly been tested lately, but that’s another story) by doing a sweep for the fun LIMITED EDITION/ LTO products that now accompany every holiday in our culture of consumerism (which keeps us marketers in business!)

I’ll also congratulate myself as I backed up my many posts about AI with action this month—thanks, Chat GPT for a few of these ideas!

Below I’ll rate 3 interesting seasonal products hitting the market this summer using my signature, super-precise trend rating scale:

• Spot On- An example of the trend I think is “sticky” and well executed
• Missed the Mark-A well-intended, but poorly executed example
• What the…?An example I can’t quite relate to or don’t see gaining traction

Here goes!

SPOT ON: Four Roses x Ooni Pizza Ovens Bourbon Barrel Aged Honey

So, as someone that lives under a spirit alcohol proverbial rock (I prefer prosecco), even I know that bourbon is HOT (or cold, once you drop in one of those massive ice balls taking up too much room in my freezer). ?This summer, award-winning Kentucky-based Four Roses Bourbon is offsetting bourbon’s fall/winter seasonality by collaborating with Ooni Pizza Ovens, the leading home pizza oven maker, to create a limited-edition aged Barrel Aged Honey. They’re promoting usage for pizza drizzles and as a cocktail ingredient by offering pairing ideas that show honey’s versatility and ability to bring together sweet and savory flavors. The honey was crafted in partnership with?a local raw honey specialist, then aged in ex-Four Roses small batch barrels to impart the bourbon flavor with “notes of red berries and dried spices.”

Why I like it:

While arguably niche and “bougie”, I think it’s a smart move for two high end brand to capitalize on the bourbon and craft pizza waves, and to stimulate more frequent usage by?focusing on one of the most broadly appealing foods in existence. And honey has become a natural sweetener darling in recent years. And I like a good honey drizzle on my fancy pizza…maybe some goat cheese and pistachio…Right?!

MISSED THE MARK: Ray-Ban July 4th Sunglasses

Why It Misses:

Now, I admittedly have mixed feelings about this brand due to PTSD from saving up my summer job money in high school to buy a pair, promptly losing them, then repeating the cycle AGAIN…but still, I’d expect more from Ray Ban. Bo. Ring.

It’s also my understanding, as someone who no longer buys fancy?designer sunglasses (see above), that ALL Ray Bans are stylish and cool, so I really don’t understand what is so special about these…especially for $216.They look pretty basic to me…what makes them so July 4thappropriate? Call me a purist, but for this holiday, I’d expect to see some subtle red, white, blue, stars, stripes, a founding father figurehead…or any combination thereof. Plus, they’re the single easiest accessory to lose! (did I mention my PTSD?)

Net, even for their target buyer, who presumably already has expensive sunglasses if not multiple pairs…Why is this necessary?

WHAT THE… Retrospekt Hello Kitty Tomato-Red Retro camera

Why It Perplexes Me

This one requires my disclaimer as a Gen Xer: I have thoroughly enjoyed the Retro/Nostalgia trend, which has shown up in most of my newsletters, penetrated most categories, and lasted way longer than I’d have expected. Those 70s and 80s were sticky decades!

nd I even understand why manual point-and-click cameras are back in style as the Selfie Generation’s new statement accessory. (but do they REALLY want to forego immediate gratification with old school photography that takes time for film to develop?)! ?

And I DO give this particular item high marks for cuteness.?

But.

I really, truly don’t get why Hello Kitty is such a Gen Z icon. ?(Don’t get me wrong, ?I was a fan… as an 8 YEAR OLD with a Trapper Keeper!) She’s cute, but doesn’t talk. So we don’t REALLY understand her. And what the heck does she have to do with Tomatoes or a Picnic? Cats are indoor animals! For$59, I’d rather have a Bewitched, Munsters, Or Golden Girls version. That’s just me.

Bonus Honorable mentions:

Because July 4th is so ripe for limited edition fun, here are few more juicy ones:

Kimade by Kim Kardashian

While this one is from 2023, I find it so cringey I had to bring it back. This limited-edition strawberry lemonade energy drink flavor from Alani Nu.

Sure, it sounds refreshing. Sure, it sounds tasty.

But I ask you: With all we know about Kim Kardashian, Esquire (and that’s a LOT), what about her says exercise, sweat, energy drink, or fruity flavors?

Did I miss her latest brand refresh where she’s practicing law from her Gym Office?!

Absolut X Ocean Spray Ready-to-Drink ‘Vodka Cran’

Straightforward, to the point. Two iconic brands in one can of delicious, tart and fruity refreshment. Enough said.

So…What Do You Think? Share an example of a July 4th or Summer Limited Edition that Sizzles!

Happy 4th, and see you next month!

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I’m Elizabeth, and I help marketing leaders harness strategic insights to fuel brand growth and market impact. DM me to talk about Brand Strategy, Innovation, and Trends.

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