With Selena Gomez, Serendipity Brands Tones Down the Gimmicks

The opulent New York dessert spot and DTC ice cream brand is shifting focus to mental health

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Before Covid-19, perhaps you could lure someone out of the house with a $200 grilled cheese, $300 burger or $25,000 frozen hot chocolate.

During that simpler time, you could fall in love at the glove counter at Bloomingdale’s, split a sundae at the shop down the street, lose that person’s phone number in a Gabriel García Márquez novel and spend the next decade retracing your steps

But the pandemic curbed much of that frivolous whimsy. Though the $200 plate of french fries has resurfaced, few aspire to be John Cusack and Kate Beckinsale wasting a decade pining after each other in public places.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in