As of April 3, we got the official launch of the Duchess of Sussex’s (a.k.a. This latest initiative, co-created with streaming giant Netflix, has received a lot of fanfare, though it hasn’t come without a bit of controversy. The brand quickly evolved from its original name of “American Riviera Orchard. Right before its launch, in a move that revealed the deeper strategy at play, the team rebranded it As Ever.
Just as Ever hopes to woo consumers with a wide array of products. You’ll see everything from small batch jam and honey to herbal teas, granules of flowers, and crepe mixes! The cost for the signature jam is US$12-15. By the end of this year, As Ever will retail its products in two of America’s biggest shopping malls. This strategic maneuver will further stretch its presence in the highly competitive lifestyle market.
The response from customers to the sample products has been outstanding, with customers clearing them off the shelves since their introduction. It hasn’t been smooth sailing for the tremendously ambitious project so far. Sources from Netflix, who are producing this program in partnership with us, have reported being frustrated with logistical pains.
“It’s been a logistical nightmare and the buying team can’t figure out what the demand will be, if any.” – a source
From the Netflix creative team to the publicists, everyone is going deep into their specialties to help premiere As Ever. Yet hundreds have taken the opportunity to let us know what’s so overwhelming about the project. The team has further been forced to sign NDAs to keep the details of product manufacturing locations secret.
What’s more, As Ever has hired on dozens of influencers to peddle its products through platforms like TikTok and Instagram. This reads like a smart strategy designed to get positive stories circulating about the brand and build goodwill or brand awareness with potential customers.
“These people will be posting their jars of jam: they’ve distributed them to a lot of influencers to get the word out and fill social media with ‘good vibes’ at launch,” – a source
The Duchess of Cornwall said the launch represented a “pivotal moment”. She passionately underscored her concept for As Ever as a third-wave lifestyle brand that tangibly connects to consumers on multiple levels. Behind the scenes, the Netflix team reportedly feels overwhelmed by the drama surrounding the project even before its official debut.
“There’s so much drama surrounding them that the team is overwhelmed before it even launches,” – a source
Ever’s dedication to craft and especially all of the mystery surrounding where it’s being produced has only cultivated an air of mystery. The brand is gearing up for even bigger retail opportunities, with more national rollout in large format retailers planned. Yet it needs to jump operational hurdles and maintain consumer excitement.
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