SNIPES and CanLife Drinks launch unprecedented soft drink
Why the streetwear retailer is now focusing on relaxation through lemonade with “Juicy Orange”.
Global sneaker and streetwear retailer SNIPES and start-up CanLife Drinks have launched “Juicy Orange,” an all-new soft drink. The “Drink to relax” comes with terpenes from the citrus and lavender plants, which provide a particularly intense and, above all, natural aroma while also having a relaxing effect on consumers. CanLife Drinks is the only manufacturer in Germany to use natural terpenes. In nature, they are found in plant flowers and thus attract insects for pollination.
SNIPES is always on the lookout for brands that not only fit the retailer’s existing target group but also complement it. When adding a soft drink to its product portfolio, the streetwear specialist attaches great importance to the right brand fit. Matthias Schübbe, Head of Marketing at SNIPES: “SNIPES stands not only for sneakers and streetwear. We embody the street culture and are always close to our community in everything we do. The special taste of ‘Juicy Orange’ was created by ourselves in collaboration with CanLife Drinks and is therefore unique. The most important thing for us was a natural flavor. The drink is therefore in line with the current spirit of the time, stands for relaxation, and suits our customers.”
“We are delighted to have found an ideal partner in SNIPES to present our jointly created drink in a fitting environment,” said Jason Ammon, CEO of CanLife Drinks. “With ‘Juicy Orange’ we offer an alternative to hectic energy drinks and are convinced we can start a revolution with it.”
The combination of streetwear and soft drinks also creates new distribution channels: The orange lemonade is available exclusively in all SNIPES stores in Europe. In this way, the soft drink is presented directly at the POS. The market launch is supported by a large-scale influencer campaign as well as samplings in the environment of the target group. The product launch is also accompanied by a campaign video and a landing page.
Campaign video: https://www.youtube.com/watch?v=vg7ElpaJCVQ
Landingpage: https://www.snipes.com/c/canlife
About SNIPES
The opening of the first SNIPES store in 1998 laid the foundation for a movement that today connects young people around the globe. Inspired by hip-hop, streetball, dance, and action sports, SNIPES always delivers the latest streetwear and sneaker looks from brands like Adidas, Jordan, Nike, Puma, Reebok, or Vans online and in over 400 stores in Europe and the USA. In addition, SNIPES successfully releases its collections as well as collaborations with other streetwear brands several times a year, actively supports talented athletes and creative artists, and is committed to the street culture community worldwide.
About CanLife
CanLife was founded in 2018 by music executive Jason Ammon to bring hemp beverages with authentic flavor to the market. Together with microbiologist Dr. Christian Löfke and other partners, he developed a process to harness the power of kush terpenes for beverages. Through his contact in music industry, he quickly attracted well-known artists such as Sido, DJ Teddy-O, and Olexesh, who were enthusiastic about the idea as partners and shareholders. For the collaboration with SNIPES, CanLife exclusively uses the terpene limonene from citrus plants as well as the terpene linalool, which is found in lavender.
