Ep 638: Zero to One: Building Selena Gomez’s Ice Cream Brand from Scratch

Ep 638: Zero to One: Building Selena Gomez’s Ice Cream Brand from Scratch

Author: Jordan West May 21, 2025 Duration: 17:14
The Unofficial TikTok Shop Podcast with Jordan West
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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/



 “Get my 27 strategies in 27 days to work less, earn more, and grow smarter”



If you're trying to figure out how to actually make money on TikTok Shop, you're in the right place. The Unofficial TikTok Shop Podcast with Jordan West cuts through the hype to deliver practical insights from the front lines. As the founder of Social Commerce Club, a leading agency in this space, Jordan West and his team are hands-on with major brands, navigating the platform's rapid changes daily. Each episode translates that direct experience into actionable advice you can use, whether you're launching a product or scaling an existing shop. You'll hear candid breakdowns of effective strategies, from optimizing your affiliate partnerships to harnessing creator-led growth. This isn't about vague theories; it's a focused look at the tactics generating real revenue right now. Tune in for a straightforward, no-fluff conversation that helps marketers and business owners build a smarter, more profitable approach to social commerce.
Author: Language: English Episodes: 100

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