Short, Sweet, n' Successful
One key lesson in marketing is that rebranding can be risky. Changing too much about a brand—whether it’s the logo, color scheme, or overall aesthetic—can confuse consumers. They may not recognize the brand after and could feel like their loyalty or trust has been betrayed because of the change. However, when it’s done right, rebranding can be a perfect way to refresh and reinvent something. What’s one of the most successful rebranding efforts as of late? Sabrina Carpenter!
The trending pop star first made a name for herself in 2014 by starring as Maya in Disney Channel's Girl Meets World. Her lovable character helped her gain recognition for her acting skills and increased her reputation in the public eye. At the same time, she released her albums Eyes Wide Open and EVOLution. Her debut album matched her acting on Disney, discussing teenage life and relationships over upbeat instrumentals. Her second album attempted to evolve away from that persona with more complex, electronic dance-pop sounds. Throughout her subsequent two albums, Singular Act I and Singular Act II, she honed her sound, finding a mix between dance-pop and R&B while also strengthening her vocal abilities.
The trending pop star first made a name for herself in 2014 by starring as Maya in Disney Channel's Girl Meets World. Her lovable character helped her gain recognition for her acting skills and increased her reputation in the public eye. At the same time, she released her albums Eyes Wide Open and EVOLution. Her debut album matched her acting on Disney, discussing teenage life and relationships over upbeat instrumentals. Her second album attempted to evolve away from that persona with more complex, electronic dance-pop sounds. Throughout her subsequent two albums, Singular Act I and Singular Act II, she honed her sound, finding a mix between dance-pop and R&B while also strengthening her vocal abilities.
Covers of Eyes Wide Open, EVOLution, Singular Act I, and Singular Act II
The 2023 release of her album emails i can’t send fwd: showed an even greater jump in style. Her instrumental complexity and vocal style evolved tremendously. She used unique storytelling styles to communicate her life and experiences, with her work embodying the grown woman she had become. Her album cover also featured a softer, more simplistic and mature style. She had multiple hit songs like “Feather” and “Nonsense," both of which made it onto the Billboard Hot 100 and could undoubtedly be heard on prominent radio stations multiple times a day. However, her rebranding transformation was still yet to be complete.
Cover of emails i can't send fwd:
Her latest album, Short n’ Sweet, was released this year on August 23 and involved her most expansive rebranding yet. The first single off the album, “Espresso,” was released on April 12 and gave listeners their first sneak peek at her new style. Its bouncy and upbeat pace was paired with catchy and confident lyrics, making it an instant hit. The single’s cover features Carpenter’s latest fashion and beauty style. She’s dressed in a vintage-inspired denim dress, with glamorous makeup and flowing hair.
Cover of Short n' Sweet and "Espresso"
The single’s music video also shows this sweet yet sultry musical tone and her vintage fashion style. Carpenter and the rest of the video’s cast can be seen wearing retro swimsuits as they dance on sandy beaches and surfboards. The video also has a yellow tinted, dream-like appearance that further hints at a classic aesthetic. This new signature style was soon all the rage on social media, and the song quickly gained traction, with many listeners calling it the “song of the summer.”
Carpenter’s branding campaign, however, didn’t just include a new sound and style. She extended her name to partnerships and appearances that fit with her new image. Her first partnership was with the ice cream parlor chain Van Leeuwen to create a limited-edition flavor. The product included espresso-flavored ice cream with brownies, chocolate chips, and fudge swirls, complete with the single’s cover art on the packaging. Her next event/appearance inspired by the single was with Blank Street, a global coffee company and coffeehouse chain. She appeared at one of their locations in London as a barista, serving espresso drinks and talking with fans. She also starred in a commercial for the Paris Olympics, where she was seen drinking espresso at a local cafe. She chatted with an animated bird over the events she was most excited about, all while her hit song “Espresso” played in the background. She also recently announced her new status as a brand ambassador for Redken. Her luscious blonde hair is a critical part of her image, and the partnership matches perfectly with her branding.
Another genius aspect of her branding is its consistency, even with her appearances on tour. Her glamorous makeup is always on display, and her classic yet sultry fashion sense shines through her tour outfits. She often wears glittery corsets, fluffy or lacy lingerie, and old Hollywood-esque dresses. Fans have even created social media accounts dedicated to following her outfits and listing details about the different clothing pieces. One clothing item in particular is a corset with a heart cutout on her chest. She’s worn multiple variations with different colors or glitter detailing, and it’s become one of her trademark pieces, with fans even creating their own imitation of the signature piece. She also opened for several dates of Taylor Swift’s eras tour in Latin America, Australia, and Asia, furthering her reach and expanding her audience.
Carpenter's tour outfits, with iconic heart corset
Her rebrand was further used to strategically promote the perfectly timed release of her new perfume scent. Her perfume line began in 2022 with the release of her first fragrance, Sweet Tooth. Some could argue this was an early effort to rebrand her to her current aesthetic, as it has sweet and light fragrance notes. It also includes the unique and distinctive packaging design of a light pink chocolate bar shape. Her second fragrance, Caramel Dream, features muskier notes and has the same chocolate bar form, this time in a light beige tone. Her newest addition to her collection is the fragrance Cherry Baby, which Carpenter released this year on July 25. It has the same chocolate bar shape but with a cherry red tone, and it includes notes of cherry and chocolate, yet again matching her aesthetic of decadent sweetness with sultry tones.
Perfume line of Sweet Tooth, Caramel Dream, and Cherry Baby
Two other songs from the album that gained notoriety are “Please Please Please” and “Taste,” both of which featured her unique lyrical style and catchy melodies. Their relative music videos also drew attention from listeners by including trending names in the film industry. The “Please Please Please” video included actor Barry Keoghan, known for recent films like Saltburn, Eternals, The Batman, and The Banshees of Inisherin. He played the role of Carpenter’s criminal love interest, and he’s made recent headlines because of his current relationship with the pop star. The “Taste” music video included actress Jenna Ortega, known for recent projects like Beetlejuice Beetlejuice, Wednesday, Scream, and X. She played opposite Carpenter in the video’s love triangle, with the two violently fighting over the same man. Both videos still played to Carpenter’s new aesthetic while matching the theme of each song, with their entertaining visuals drawing in over 100 million views each.
With an ever-expanding industry like music, it can be challenging for artists to find their place. However, Carpenter successfully carved out her own segment by reinventing herself to a fresh, fun new image. Short n’ Sweet’s complete tracklist—12 songs total—charted in the top 50 spots of the Billboard Hot 100, with lead songs like “Espresso,” “Please Please Please,” and “Taste” making it to the top 10. Her impressive success made her one of the lead artists of the summer and solidified her status as an “it girl” in recent pop music. Her likable personality and distinctive image have drawn millions of listeners to her music and grown her fanbase exponentially, making her rebrand’s success nothing short of sweet.
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