For the first time in its 15-year history, Pinterest is reaching out into the real world with a co-branded product, enlisting social media star Emma Chamberlain and her eponymous coffee company for a limited release launching today.
Sea Salt Toffee Flavored Blend is available in ground or whole bean for $23.95 on Pinterest and direct from Chamberlain Coffee in the U.S., Europe, U.K. and Canada.
As Pinterest’s first foray into CPG brand collaboration, the release underscores how the social platform is purposefully building ties to the industry through influential personalities like Chamberlain. Per a press release, the “Fisherman Aesthetic” trend, a core theme in the product design and flavor, comes straight from the annual Pinterest Predicts trend report.
The coffee LTO “illustrates how Pinterest’s trend forecasting system not only predicts consumer trends, but provides valuable insights to help brands plan and predict upcoming products.”
Naturally, the launch of Sea Salt Toffee will include a Pinterest board created by Emma, featuring “inspiration for the blend, behind-the-scenes content from the campaign photoshoot, and shoppable Pins.” The release will also be part of the menu at Chamberlain Coffee’s new L.A. cafe, where a Salted Toffee Blended Latte is available now through June 24, along with a fresh drop of limited merch (tote bag, keychain, pitcher and cups set).
The platform is also deepening its connection with consumers in other ways: this morning, it announced a new partnership with Instacart to integrate sales data and consumer behavior analytics to improve targeting for brands advertising on Pinterest. In the second phase, Pinterest ads will become directly shoppable via Instacart.
“With powerful first-party data by Instacart, brands can reach Pinterest users at the exact moment of intent and turn ads into shoppable experiences on Instacart,” said Samir Pradhan, VP of Product Management at Pinterest, in a release. “This partnership transforms discovery into purchase in just a few clicks, bridging the gap between inspiration and action for millions of Pinterest users.”