How Sweet It Is: Maria Sharapova Markets New Gummy Candy

It’s just what your metabolism needs after a workout. At least that is what tennis star Maria Sharapova is apparently thinking. The tennis ace has recently launched a line of gummy candy shaped like high heels, tennis balls, and lips, along with sour gummies and gumballs, which carry names such as Flirty, Sassy, Cheeky and Splashy.

According to her website, www.sugarpova, “Sugarpova is a premium candy line that reflects the fun, fashionable, sweet side of international tennis sensation Maria Sharapova. Maria has created her own candy business to offer an accessible bit of luxury, interpreting classic candies in her own signature style. A longtime candy lover with a surprising sweet tooth, Maria is bringing a new level of quality to the candy category through fun, unexpected types and shapes – with playful names to match. Wrapped up in a beautiful package, it’s both style and substance, just like founder Maria Sharapova.”

Said Ms. Sharapova: “When I couldn’t find what I was looking for in the marketplace, I decided to create the type of candy that girls like me crave. I wanted something that could bring the fun and passion of gummy candies to life, and be my own little project from start to finish.”

But with a more than 21 grams of sugar per serving (five pieces), should an accomplished athlete really be hawking this?

Some people say that with childhood obesity on the rise globally, endorsing sugary sweets smacks of irresponsible marketing.

“I’ve always had a sweet tooth. And I am not exaggerating one bit,” Sharapova writes on the Sugarpova website.

“My earliest memory of candy is being a little girl back in Russia and asking my parents for a lollipop after a good practice on the tennis court. It was that little treat I looked forward to. And here I am many years later hoping to get a sweet treat after a good practice.”

What do you think? As a Boston copywriter and Boston branding expert, I believe that by marketing a ‘dream candy line’ and particularly encouraging its consumption after playing sports, Maria Sharapova is helping create an inevitable link between sports and junk food in the minds of children.

While I think the creativity behind this marketing is quite clever, it’s too bad that the tennis star didn’t come up with something more nutritionally sound to eat after a workout — hummus, raisins or Greek yogurt.

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