Meghan Markle’s latest business endeavour is infused with an exclusive energy and generates a sense of scarcity. She’s using influencer marketing to spread the word on her jam

Meghan Markle is teasing the first product in her lifestyle brand, strawberry jam.

The Duchess mailed the American Riveria Orchard product to influencers across the country with fashion designer Tracy Robbins posting a photo of a jar on her story. It was marked “17 of 50” which could refer to how many people received a special dose of this upcoming product.

The strategic move to soft launch the product has a special purpose, Ronn Torossian is Founder & Chairman of 5WPR told The Mirror. He said: “This method makes sense when you take into consideration who Meghan Markle is as a person, and how she’s approached American Riviera Orchard as a brand. Markle has been particular with who she publicly associates herself with, so the caliber of influencers she chose to send product to aligns with the image she continues to try to uphold.”

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The jars are numbered

Social media posts are giving us a bit of a look into the new product
Additionally, Meghan is pushing forward with the branding concepts of “exclusivity and scarcity.” If she truly is only handing out 50 of these jars, it could indicate that getting your hands on your own will be a bit difficult which actually drives more curiosity and “intrigue” to the product.

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Using this strategy isn’t unprecedented. Ronn explained that doing so “captured consumer attention,” but it might not be as sustainable as Meghan would like.

He said: “She’ll need to expand her outreach between now and an official consumer launch of the jam. Traditionally, Markle has used a stealth approach to project announcements, knowing she’s constantly under the watchful eye of fans and critiques alike. But there is a difference between capturing attention and generating sales. She’ll have to find a marketing approach that focuses on the value of purchasing these offerings.”

As for what’s next for her products, Ronn thinks that fans will be seeing a trend. “I believe she will continue using this approach when introducing her next few product lines—she’s proven a handful of times that the ‘less is more’ approach works for her. What we’ve yet to see from her is how she can maintain consumer interest from a longevity standpoint,” he said.

For the products themselves, though, we’ll need to just wait and see what Meghan comes up with.

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