Let’s Keep This Short n’ Sweet
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From Disney to the newest “it girl” in the pop industry, Sabrina Carpenter has truly mastered the art of branding. Born in Quakertown, Pennsylvania, Carpenter rose to fame when she starred on Disney Channel’s Girl Meets World. In that same year, her first single, "Can’t Blame a Girl for Trying," was released, sparking her transition into the music industry. From there, she debuted her first album, Eyes Wide Open, introducing her as a serious singer. After dropping a few more albums, Emails I Can’t Send was the album that truly made Sabrina Carpenter one of the pop industry’s mainstream artists, showing off her cheeky and flirtatious side as an artist. Before dropping her most recent album Short n’ Sweet, Carpenter opened for Taylor Swift’s Eras Tour, hinting at a new album release.
On August 23, 2024, Sabrina Carpenter released her newest album Short n’ Sweet, featuring popular songs like “Espresso” and “Please Please Please." Marketing played a key role in this album release, building the brand of Sabrina Carpenter and the lifestyle she created with her music. With brand deals like Scent Beauty Fragrance, Absolut Vodka and Kahlúa, Dunkin’ Donuts, Prada Beauty, and Redken, Carpenter has styled a lifestyle to sell to fans rather than just products with her face on them. Through the combination of her style and strategic choice of brands that align with her lifestyle, Sabrina Carpenter has showcased a well-thought-out marketing campaign.
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Sabrina Carpenter knows a few things about a “good bang," not only a funny and cheeky slogan but a marketing strategy used in her Redken campaign to promote the Acidic Bonding Concentrate line. Being famous for her bangs amongst her music, she adds her flirtatious style to brand marketing. Her infamous hairstyle, blonde hair, perfectly shiny bangs, and volume are all achieved through Redken’s haircare line, products previously incorporated into her haircare routine. Prada Beauty, a recently launched brand under the Prada name, made Sabrina Carpenter the face of the brand. As seen in two of her popular music videos, “Please Please Please” and “Taste,” Sabrina applies her Prada Beauty lip balm at the beginning of each video. For a lip balm that retails for $50, Carpenter was able to sell it out immediately, showcasing the power of good marketing.
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Sabrina Carpenter also knows how to “Shake that Ess,” the controversial slogan for her brand deal with Dunkin’ Donuts. Launching a collaboration with the brand, Carpenter and Dunkin’ created a brown sugar iced shaken espresso featuring her hit single “Espresso” in the commercial. The double entendre had mixed reviews, where some critics expressed how they enjoyed the humor behind the slogan, and others found the suggestive nature of the slogan distasteful. Regardless, any press is good press. Speaking of espresso, Sabrina Carpenter and Absolut Vodka, along with Kahlúa, launched a “Short n’ Sweet Espresso Martini Kit”, including Absolut Vodka, Kahlúa, Owen’s Espresso Martini Mix, a coupe glass adorned with a red ribbon, and an edible topper shaped like Carpenter’s signature kiss mark.
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The incorporation of music into marketing is something Sabrina Carpenter knows well. Her ability to showcase her flirtatious personality while having fun and being feminine sells more than just a brand—it sells her lifestyle. Combining her music with her brand deals and partnerships helps create publicity for her album and helps brands become more enticing to consumers. After all, who doesn’t deserve a “Great Bang” and to “Shake that Ess”?
Strike Out,
Writer: Lauren Butrum
Editor: Grace Groover
Tallahassee