Why Meghan's Marketing Tactic to Promote Her New Jams Could Backfire
Last month, Meghan Markle, the Duchess of Sussex, 44, introduced the newest collection from her Montecito-based lifestyle brand. The polished launch video showed her decorating for the holidays, glazing a turkey with honey, and crafting desserts using her jams.
According to a branding expert, Meghan’s promotional strategy for As Ever’s festive jam collection challenges traditional retail expectations.
The Jam Collection
Fruit spreads are a signature feature of As Ever, reflecting Meghan’s own declaration:
“Jam is my jam.”
Earlier this year, she quietly debuted the brand by sending jars of strawberry jam to fifty of her closest friends and relatives. The latest lineup continues this theme with three seasonal varieties: limited-edition strawberry, signature raspberry, and lively orange marmalade.
Pricing and Packaging
- Individual jars are priced at $12 each.
- The Fruit Spread Trio set sells for $36.
- The Signature Fruit Spread Gift Set, complete with a keepsake box, retails for $42.
Expert Commentary
“Meghan’s marketing play defies traditional retail logic,” observed a branding analyst who reviewed the holiday collection campaign.
The decision to blend curated lifestyle imagery with artisanal food products positions As Ever as both a personal expression and a commercial brand.
Author’s Summary: Meghan Markle’s As Ever holiday jam campaign merges lifestyle storytelling with branding flair, but experts caution it risks clashing with conventional retail strategy.