'Why Shouldn't the Can You're Drinking Look Cool?': Kylie Jenner Breaks Down the Branding Strategy Behind Her Latest Release

Last month, Kylie Jenner's Sprinter Vodka Soda released its first single-flavor four-pack, featuring the brand's astir celebrated flavor, peach. And arsenic pinch everything the branding-focused entrepreneur does, Jenner went full-tilt pinch a multi-faceted trading programme designed to reenforce Sprinter's fun-loving vibe.

Called the "Paint the Peach State Peach" campaign, the institution utilized a fleet of chrome Sprinter Vans to present the caller Peach Packs passim Athens and Atlanta, enlisting state euphony prima Ella Langley and collaborating pinch The Eastern successful Atlanta and Georgia Theatre and Pauley's Crepe Bar successful Athens to create viral unrecorded events.

While Sprinter is conscionable 1 of the galore brands Jenner has launched — she's built a individual attraction empire pinch beauty, skincare, and babe attraction brands, amassing an estimated nett worthy of $710 million, according to Forbes — her latest endeavor is sprinting to the market, pinch caller products scheduled successful the coming months.

Related: 7 Strategies Entrepreneurs Can Learn From The Kardashians

Here, Jenner tells Entrepreneur really she approaches caller merchandise launches and generates excitement for existing customers while drafting successful caller ones.

How do you attack Sprinter's branding? What's your individual imagination for the brand?
I wanted Sprinter's branding to beryllium bold and nosy truthful that it captures that emotion of pregaming and having nosy pinch your friends. You're holding the tin successful your manus erstwhile you're hanging retired pinch your friends — why shouldn't the tin you're drinking retired of besides look cool?

How does Sprinter guidelines retired successful the crowded canned cocktail market?
Sprinter tastes bold but is only 100 calories and pinch nary added sugar. That was really important to america erstwhile we were processing it. Peach has ever been 1 of our fan-favorite flavors since our motorboat past year, truthful we are truthful excited to motorboat our first 4-pack pinch Peach. It has been truthful astonishing to spot the affirmative responses from time 1 to really delicious Sprinter tastes. It is the best-tasting vodka soda connected the market, and we've gotten specified an overwhelming consequence to really juicy and true-to-fruit it is.