I want them to invest more effort, time and creative into the merch and brand building. It needs to expand beyond the show. The show is a sinking ship, but this brand doesn’t have to be.

Lover boy is a brand, not a drink. It’s basically the same as branding a slurpee or a Frappuccino, but the high level creative isn’t getting there in my opinion. This could be because they are in earlier growth stages and focused on product distribution, but this is the next step. I want to see the brand coming to life on a more conceptual level, with more thoughtful, holistic thinking across all customer interactions.

The design thinking is solid. Amanda has nice taste. I just need more story building.

I am an advertising creative director in New York City btw.