“Just the Brine” from Claussen for St. Patrick’s Day

Just in time for St. Patrick’s Day …

Source: Claussen

It all started last October with a TikTok video from Dua Lipa mixing pickle juice with soda, and 12 million views later here we have a cultural sensation. Turns out that pickle juice is quite the mixer not only for soda but for tons of add-ons like martinis and yes even cereal.

So just in time for St. Patrick’s Day, here comes pickle maker Claussen with a limited edition bottle of “Just the Brine.”

Brine = pickle juice for those of you like me who didn’t know that!

Alas it was only available over the “holiday” weekend on delivery service provider GoPuff, although now the brand’s dot.com has it available to win for a little more time. I’m reading that it sold out pretty quickly so I’m betting it may come back as a permanent item, thinking that perhaps this was a test and learn for the brand. Good learning that they may be on to something!

Love the day/night positioning too … brilliant!

• Night-time mixer: pickle yourself

• Day-time electrolytes: un-pickle yourself

BTW, if you’re interested, click here to see that original video from Dua Lipa. And then of course, you know you’ve made it a cultural moment when Hoda and Jenna try to replicate the “recipe” on “The Today Show” so here’s their attempt at making their own version of the mix … not sure how much they are helping the movement here but hey that’s another story:

Good for you Claussen for capturing the moment, putting your brand at the center, pinning it to a relevant holiday to get the exposure, and testing it to see if you can turn it into a business … serving your consumers all along the way.

Could you do something like that with your brand? What’s your experience? JIM