Dive Brief:
- Priyanka Chopra Jonas, actress and creative advisor for Bon Viv, is releasing a limited-edition box set containing holiday pajama sets and materials needed to make her signature holiday cocktail, according to details emailed to Marketing Dive.
- Designer Helena Quinn developed the luxury silk pajamas in partnership with Bon Viv. The pajamas are available in sizes extra small through extra large and come in two designs: snowflake in emerald silk and elderflower in champagne silk. The ingredients for the signature cocktail include tequila, pomegranate juice, Bon Viv Cranberry Spiked Seltzer, cranberry garnish and mini candy cane garnish, per the company.
- The box set from the AB InBev spiked seltzer brand looks to engage homebound consumers seeking comfort at the end of tumultuous year, with both clothing and a cocktail that features one of its products.
Dive Insight:
Bon Viv said it was inspired to create the kits based on the rise of "hometainment" and the current holiday season. The company recognizes the decline in wearing pants as the coronavirus pandemic continues and people work from home, per its email to Marketing Dive.
It's not just Bon Viv that is sensing consumers' distancing from regular pants. Old Navy recently nodded toward the shift from formal clothes to pajama conference calls in a holiday spot. As the health crisis drags on, workers who have the luxury to work from home are increasingly abandoning their old workplace outfits in favor of more comfortable clothing, a transition that will upend the brands catering to traditional office attire, The New York Times reported.
With many consumers sheltering in place during the pandemic, brands have increasingly turned to home kits to reach them. Over the course of this year, other brands including Jose Cuervo have released kits to help consumers celebrate holidays and relax. Bon Viv's sister brand Babe Wine sold out of its "Election Night Survival Kits" that last month aimed to ease the anxiety of waiting for presidential election results. Pepsi has done so twice this year. In August, the company kicked off a sweepstakes for "Tailgate in a Box" kits for homebound sports fans. This month, the brand launched another contest to win Pepsi Spa Kits for consumers in need of a calm moment.
By continuing its partnership with Priyanka Chopra Jonas, Bon Viv can expand the recognition of its brand thanks to Chopra Jonas' global profile. The actress-singer is also a brand ambassador for P&G brand Pantene and Crocs. Celebrity-backed marketing campaigns have increased this year as the pandemic scuttles film productions and other forms of entertainment.
