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When Jennifer Ross, co-founder of beverage company Swoon, first reached out to Mattel, she had two objectives: stand out among a sea of digitally-native brands competing for big box shelf space, and align with a brand that honors consumer nostalgia with a reimagined legacy product. She was determined to score a short-term partnership that positioned the brand for long-term growth.
Alongside her co-founder Cristina Ros Blankfein, Ross introduced a line of sugar-free drinks that she wishes she was offered as a kid growing up with Type 1 diabetes. Because she always wanted to enjoy what her friends were drinking, Ross was set on creating a product that accommodated for health concerns while maintaining universal appeal.
