Crux Air fryer by Marshmello Wants You To Dial It Up To Turbocrisp

Although summer is over, Grammy-nominated artist Marshmello is reminding us it's never too late to roast some s'mores—or chicken, or vegetables—if you have the right technology. Taking a detour from the studio, Marshmello heads to the kitchen to collaborate with Crux, the kitchenware brand founded by Shae Hong, to launch a new line of air fryer kits. The Crux x Marshmello Collection includes a newly designed air fryer and silicone accessories featuring a personalized Marshmello button that triggers its TurboCrisp technology. "If you were to tell me 10 years ago that I was going to have my own air fryer, I wouldn't have believed it," Marshmello joked to Adweek, "but it just makes sense now." For both the musician—who relaunched his cooking show Cooking With Marshmello earlier this month—and Crux, the collaboration was an opportunity to connect two names that share the value of connecting through the love of food. “Kitchens have always been the center of the home and are increasingly becoming an extension of an individual’s personal style,” Hong said in a statement. “We worked closely with Marshmello to develop first-to-market TurboCrisp technology that really brings air frying to the next level.” "Shae is a good friend and we've known each other for a little while," Marshmello added. "I really like to get involved with things outside of music. I trusted in him and he trusted in me, so we made it happen." The air fryers are available in four colors: Marshmello, Night, Lavender and Stuffed Olive. As part of the collaboration, Marshmello worked with Hong and Crux engineers for 18 months to not only develop a creative spin to kitchenware, but make it more accessible by keeping the items affordable. Is it on-brand or off? The line of air fryers is just the latest in a string of collaborations for the artist that includes brands like Coca-Cola, ESPN and Stuffed Puffs. Since partnering with Coca-Cola in June, Marshmello has continued to increase his marketing presence. "Disrupting markets is the vibe I'm going for with these projects," Marshmello told Adweek. "I really like collaborating with people both in and out of music and just see where me and a partner can fit together and make something happen." The artist has moved to a season-long collaboration with ESPN as the official music curator for the 2022-'23 NFL season, which also included a remix of Johnny Pearson's Monday Night Football theme song "Heavy Action." And as an equity partner in Stuffed Puffs, the fluffy, the artist is showing a keen interest in being involved in even the less visible aspects of branding. The Crux x Marshmello Collection is available at Best Buy both in-store and online. Coca-Cola Continues Digital Experience Drive With Marshmello Tie-up

AdFreak

Dial It Up to TurboCrisp With Marshmello's Crux Air Fryers

It's the DJ's latest unique effort in the advertising and marketing space

Natalie Venegas

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Natalie Venegas