This post is part of a series that is related to the ongoing Australian Open 2015 tournament.
Sharapova and Sugarpova initially seemed to be a mismatch, but the combination actually makes sense.
Health and sugar don’t match. In fact, in recent years, sugar has probably earned the unhealthy reputation of bacon. Look at what has happened to Krispy Kreme.
A sport star is a bastion of fitness and if ever one will associate himself with a sugary product, the terms used will be “fuel”, “power” or “energy boost” rather than “sweet, “sugar” or “candy”.
In 2012, when Maria Sharapova, a five time grand slam tennis champion, launched Sugarpova, a line of premium candies, many were perplexed with the move.
Sharapova is the world’s highest paid female athlete, and she makes most of that money off the court by hawking products from Tag Heuer, Nike, Porsche, Cole Haan and other brands. What makes Sugarpova different from all those other brands is that it is actually Sharapova’s own business. She’s selling the candies on behalf of herself.
Sugarpova is “premium” candy; in other words, more expensive than usual candies. A 5 oz bag of Sugarpovas costs around USD 5.99, many times more than usual candy brands. Not that these candies have something to be premium about. Most premium products boast using the finest ingredients, the finest manufacturing technique (finest being either ultra modern or handmade, but never the in-between), posh packaging, or luxurious buying experience. None of these are present in or claimed by Sugarpova. Sugarpovas are expensive because of Maria Sharapova.
There have always been premium chocolates, but never premium candies. Who would have thought of coming up with premium sour balls or gummy bears? Apparently no one has, which is why Sugarpova occupies its own niche. There must be candy that’s worthy of selfies, instagrams and facebook posts. Sugarpova fills that void.
In its first three months of release, Sugarpova had sold around 250,000 bags. It has probably sold more than a million bags by now. That’s major, considering that these candies have limited availability. In fact, here in the Philippines, there’s only one store chain that carries it.
I was lucky to get a bag here in Manila. The store I went to had only two bags. One is “Quirky Sour, the other is “Quirky”. Obviously, I didn’t have to ask what the difference between the two is… Actually I did. The sales lady said one was sweet, the other was sour. I went with the non-sour one.
Continue reading Sharapova and Sugarpova: Game, Set and Mismatch – But Both are Winning