Publications
Publications
- February 2024
- HBS Case Collection
Adventures Inc: 21st Century Brand Building
By: Boris Groysberg and Sarah L. Abbott
Abstract
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations. Each brand was structured as its own company, with Adventures as the majority shareholder and the celebrity as the minority shareholder. The founders aimed to launch five successful brands over the next five years, generating $100 million in annual sales. Was Adventures a viable business?
Keywords
Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
Citation
Groysberg, Boris, and Sarah L. Abbott. "Adventures Inc: 21st Century Brand Building." Harvard Business School Case 424-065, February 2024.