Selena Gomez’s latest venture, Serendipity Ice Cream, is shaking up the frozen treats industry—and today, we break down exactly how. Host Jordan West teams up with Miguel Garcia Castillo (Co Studios) to explore the brand strategy, product distribution hurdles, and the marketing playbook behind this consumer product's zero to one journey.
What does it take to go from concept to cart in the competitive world of CPG? In this Fast Track episode of Ecommerce OS, Jordan and Miguel tackle the realities of launching Serendipity—an emotionally-driven, mission-aligned brand backed by Selena Gomez. From regional distribution pain points to the power of localized influencer marketing, this is a masterclass in turning a pop culture idea into a lifestyle product.
Timestamps:
00:00 – Welcome to Fast Track + Jordan introduces the episode
01:45 – Meet Miguel Garcia Castillo of Co Studios
04:12 – The origin story of Serendipity Ice Cream with Selena Gomez
08:50 – From nostalgic NYC vibes to mental health advocacy
12:35 – The biggest constraint: Product availability & brand awareness
16:20 – The logistics nightmare of DTC frozen products
19:05 – Hyper-local awareness strategies: YouTube + TikTok creators
24:10 – Why brand is your moat, not just your marketing
28:30 – Profitability, commodity pricing & long-term strategy
32:00 – Closing thoughts + how to join Ecommerce OS
Key Takeaways:
- Brand is a moat: In crowded markets, your brand values are your defense.
- Localized marketing > national awareness: DTC is important, but retail-first brands must win regionally.
- Celebrity-driven brands need more than a name: Product, price, and purpose must all deliver.
- Frozen DTC = hard mode: Logistics, costs, and timing matter more than ever.
- Storytelling wins: Emotional connection and authenticity help Serendipity stand out.
Guest Info:
Miguel Garcia Castillo
Founder & Principal, Co Studios
— Early-stage consumer venture builder
— Brand strategist + growth architect for Selena Gomez’s Serendipity
LinkedIn: https://www.linkedin.com/in/mgarcast/
Website: https://www.costudios.co/
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