Modern Marketing Brand Strategy

Panera taps rapper T-Pain for new product drop

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By Webb Wright | Junior Reporter

April 27, 2022 | 3 min read

The chain is gearing up for ‘one full day featuring eight of the most craveable products from the most craveable creators.’

Bakery-cafe chain Panera Bread has partnered with rapper T-Pain and Ntwrk – which describes itself as a “mobile-first video shopping platform” – for its “first-ever Day of Craveable Drops.” The event will include the release of a suite of eight products from some big-name brands and artists, as well as the ‘Deliciously luxe drip kit,’ designed in collaboration with T-Pain.

The product drop, organized in celebration of Panera’s new Chef Chicken Sandwiches, will take place on May 4. Notable products will include the ‘City cluster collection’ from New Era Hats and a collaborative clothing collection from Puma and artist Colm Dillane.

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Panera Bread has partnered with rapper T-Pain for a new product drop / Shore Fire Media

The one-day product drop will culminate in the release of the Deliciously luxe drip kit, which Panera describes as “an ultimate and premium kit of cozy essentials that are anything but basic.” The kit includes a heavyweight crew sweatshirt and sweatpants, both emblazoned with T-Pain’s signature, as well as a custom pair of ‘luxury headphones.’ Winners of the kit will be determined via a drawing that will take place at 6.30pm ET.

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As part of the product drop, Panera also enlisted T-Pain’s help to design “a one-of-a-kind gold chalice, a nod to the company’s recently-launched Unlimited Sip Club ... an unlimited beverage subscription for all self-serve beverages.” It could also be a nod to hip-hop culture, of which T-Pain is something of an ambassador. The chalice, designed by celebrity jeweler Greg Yuna, is made of 24 karat gold and has a value of $3,000, according to Panera. It “dropped exclusively on the Ntwrk app on April 21 to one lucky winner.”

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