Founded by a couple whose vision to combine Lisa Sugar’s blogging savvy with her husband Brian’s tech ability, PopSugar was born—at their kitchen table—becoming a near-overnight success. As a global brand with more than 40 million subscribers, in 2012, the Sugars decided to launch a Subscription-based business to add to their revenue stream.
BIRD was engaged to not only design the Must Have Subscription Box brand, but to work closely with then CMO Jodi Lipe to envision its name and mission, design the website and design products to be included in the first several months’ boxes. We were also engaged to come up with the launch campaign—which is still present on musthave.popsugar.com
Starting with the first month’s subscription box offering, and continuing each month since, the subscription boxes have sold out month after month. The ever-profitable business has also added seasonal special edition boxes, with an even higher price point, adding even more to the bottom line.