What do you think when you see a twenty-something Instagramming their food? Social media-obsessed millennial? Guilty self-reflection?
If you’re Brooklyn-based ice cream maker, Van Leeuwen, you see one thing: CASH. MONEY.
You eat with your eyes first
Just by switching their packaging from standard to, let’s call it, hipster-crayon, the 9-year old company managed to boost their sales 50% in 6 months.
The success is all due to their pints being what experts at design firm Pentagram, call “very Instagrammable.” Actually what they said, not a joke. And that ‘grammability is how Leeuwen gets away with charging $20 friggin’ bucks a pint.
The devil is in the details
Remarketing junk food as “artisanal” isn’t a new phenomenon, but we’re constantly surprised at just how lucrative it can be.
Trendy sweets vendor, Maman, claims they attract 80% of their new customers from Instagram. And let’s not forget the mustachioed Mast Brothers who made an international empire charging $10 for pedestrian, remelted chocolate because it was wrapped in fancy paper.
Not to say Van Leeuwen’s frozen hipster milk isn’t worth it — for all we know it’s fantastic. But at $20 a pint, we’ll stick with our Cherry Garcia.