• by Les Luchter , October 21, 2024

After four years, Jennifer Anniston remains Vital Proteins’ “chief creative officer,” the collagen marketer Nestlé Health Science-owned collagen marketer assures Marketing Daily, but newly named ambassador Drew Barrymore is the face touting the brand’s limited-edition “Daily Wellness Pack,” developed in partnership with coffee machine and coffee pod marketer Nespresso.

Barrymore, meanwhile, continues to sell her own coffee makers under her Beautiful by Drew line, sold exclusively through Walmart.

The Daily Wellness Pack, sold through Nespresso.com, the Nespresso app and Nespresso retail locations, includes sleeves of coffee pods packed with collagen peptides in three different offerings. The least expensive, at $99, also comes with a travel mug, and the most expensive, at $169, with a small coffee-making machine.

Barrymore is said to be promoting the collaboration of Vital Proteins and Nespresso -- or “common ground” of coffee and collagen, as the partners put it -- both on social media and during an episode of “The Drew Barrymore Show.”

Also onboard for the campaign is Nespresso ambassador and fitness influencer Rad Lopez, shown here in a social media video touting this recipe for Nespresso and Vital Proteins. Lopez is also going to lead a run club from the Nespresso Boutique on New York’s Madison Avenue, the brands said.

The rationale for the Vital Proteins/Nespresso team-up is that 60% of collagen consumers add the supplement to their coffee, per Vital Proteins.

Indeed, while the Daily Wellness Pack marks the two brands’ first joint product for sale, they’ve collaborated previously on social content and giveaways.

“The values our brands share in quality and simplicity present the unique opportunity to tap into the trending morning ritual that combines coffee with the functionality of collagen, allowing people to get even more out of their coffee,” Jessica Padula, vice president of marketing and sustainability at Nespresso USA, said in a press statement.

Collagen, which Aniston reportedly adds to her coffee every morning to help maintain her glowing skin, is one of the hottest “functional foods,” per a recent study by Brightfield Group.