Honeyshed, the much anticipated brand-driven shopping and entertainment hub from Droga5 is set to launch in beta today with, among other things, tips on bronzing, a cheeky pitch for Kiehl's lip balm and a demonstration of the wonders of padded underwear.
The site, created through a partnership between David Droga and his agency Droga5 and production company Smuggler, with funding from Publicis, seeks to engage 18-35 year old consumers with entertaining video content that the site's creators say "celebrates the sell." While Honeyshed isn't an e-commerce site, it seeks to promote and facilitate online shopping on behalf of multiple marketers by offering a "sexy, irreverent and fun," curated hub of brand information and culture.
The site was born from conversations going back two years between Smuggler co-founder/EP Patrick Milling Smith, director Brian Beletic, CAA creative director Jae Goodman (formerly of Publicis & Hal Riney), CAA's Jesse Coulter and Droga (who at the time was Publicis worldwide CCO). Beletic and Milling Smith had originally been mulling the prospect of a branded content channel, musings that led to an idea for an online space that puts the brand front and center and revels in the inherent entertainment of shopping.