Sharapova + Sugar = Sugarpova
Tuesday, August 28th, 2012
By John Dugan
Russian tennis star Maria Sharapova has lent her name to everything from Cole Haan shoes to perfume. But, evidently, the photogenic number three ranked player has a bit of a sweet tooth. Her first entrepreneurial venture is a high-end gummy and sour candy line dubbed Sugarpova. It officially launched this month.
Sharapova may know backhands from forehands but when it comes to branding, she wisely enlisted Red Antler (in partnership with Dentsu) to create the look and feel of Sugarpova. The overall look is punchy, fun and a bit flirty with the lips and all—but still says candy.