Press  /  Fitter, healthier, happier? How wellness drinks took over Instagram

Fitter, healthier, happier? How wellness drinks took over Instagram

Health and diet beverages are keenly tapping into the emotional pulse of a generation on Instagram, where they’re not so much selling a product as they’re selling a lifestyle. For detox tea, it’s one of flat tummies and opulent white marble kitchens. But plenty of other direct-to-consumer beverage brands are grooming passionate audiences on the platform, too. These brands are reimagining the entire product and marketing process through Instagram, starting from bottle design all the way through to exactly when and how to post.

Their success is fascinating, considering consumers can’t actually try their product before ordering it online–they must simply trust that it tastes good. It’s less about flavor and more about something far stronger: a feeling.

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