Krzysztof Ibisz's 'Elixir of Youth' lands in Żabka, sales lack 'wow' factor

The functional beverage 'Elixir Młodości,' fronted by Polish television personality Krzysztof Ibisz, has hit the shelves exclusively at Żabka stores. While the retail chain describes the launch as "promising," internal reports suggest sales have not met expectations, with the product absent from some locations.

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It's more of a curiosity and a wink to the customer, Żabka shows itself as a company with a sense of humor and innovative, although in this case it is difficult to speak of a spectacular success.

Marketing experts view the beverage as more of a novelty, a humorous nod to customers that positions Żabka as an innovative company. They question its "spectacular success," noting that while Żabka aims for broad appeal with celebrity endorsements, Ibisz's brand may resonate more with an older demographic familiar with traditional media. This contrasts sharply with the viral success of products launched by popular YouTubers and TikTokers, which often sell out rapidly.

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The Ibish brand, combining self-deprecating humor with promoting conscious daily habits, fits the taste of people raised in the era of traditional media.

Żabka's press office stated that the "Ibish brand, combining self-deprecating humor with promoting conscious daily habits, fits the taste of people raised in the era of traditional media." They added that this is another functional drink in their offering, and the collaboration with Ibisz allows them to "verify the potential of this product segment combined with his personal brand." However, sales monitoring firms indicate the product is far from being a top seller, even thousands of records behind the leaders.

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This is another functional beverage proposal in our offer, and cooperation with Krzysztof Ibisz allows us to verify the potential of this product segment combined with his personal brand.

Industry analysts acknowledge it's too early for a definitive assessment, as the product has been on the market for less than a month. They also point out that the current season is favorable for impulse beverage purchases. One analyst speculated that the target audience familiar with Ibisz might not be the primary consumers of such drinks, while younger consumers may not recognize him as an authority figure.

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Nevertheless, on the lists of the most frequently bought products by Poles, it is very far away, it's not even hundreds, but rather thousands of records behind the leaders.