Herb Pharm partnered with Erewhon and Erykah Badu to launch Mama’s Bang Bang, a limited-edition smoothie featuring Herb Pharm Ashwagandha, Alcohol-Free. The collaboration brought together Erewhon’s cultural reach, Erykah Badu’s influence and Herb Pharm’s herbal expertise in a highly visible, limited-time activation.

The campaign extended the collaboration across the customer journey: from pre-launch teasers and social storytelling to email, influencer activation and in-store demo support. Creative translated the partnership into a cohesive Herb Pharm campaign while adopting Erewhon-provided photography and video alongside original video content to build anticipation, drive launch awareness and connect the digital experience with the in-store activation.