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samedi 31 octobre 2020
21 examples of successful co-branding partnerships and why they are so effective
Everyone is loyal to their favorite brands, but chances are your favorite products are the result of two separate brands working together.
One of my beloved childhood memories was a co-branding product: Betty Crocker teamed up with Hershey 's to include chocolate syrup in their recipe signature brownie.
There's something awesome about this branded co-product: It's a fun way to blend two classic brands into one only delicious experience for pastry and chocolate lovers. In fact, these brands are still creating new co-branded products atthis day.
Co-branding is a strategic marketing and advertising partnership between two brands in which the success of a brand also leads to the success of its partner brand. Co-branding can be an effective way to build business, build brand awareness and enter new markets, and for a partnership to truly work, it must be a win-win for all players in the game. Both Audiences must find value - like Betty Crocker and Hershey's chocolate lovers.
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There are tons of good examples of co-branding partnerships. To show you what makes them successful, we've curated a list of 21 examples of great co-branding partnerships to inspire you.
Examples of co-branding partnership companies
GoPro and Red Bull
Pottery Barn and Sherwin-Williams
Casper and West Elm
Kanye and Adidas
BMW and Louis Vuitton
Starbucks and Spotify
Apple and MasterCard
Airbnb and Flipboard
Uber and Spotify
Levi 's and Pinterest
BuzzFeed and Best Friends Animal Society
Alexander Wang and H&M
CoverGirl And Lucasfilm
Amazon and American Express
UNICEF and Target
Nike and Apple
Bonne Belle and Dr. Pepper
Burger King & McDonald 's
Warby Parker & Arby ' s
Taco Bell & Doritos
Tim and Eric & Purple
1. GoPro & Red Bull
Co-branding campaign: Stratos
GoPro does not only sell portable cameras, and Red Bull doesn't just sell energy drinks. Instead, the two have established themselves as lifestyle brands - specifically, an action-packed, adventurous, fearless, and generally pretty extreme lifestyle. These shared values make it a perfect combination for co-branding campaigns, especially those surrounding action sports.
To make the partnership work, GoPro equips athletes and adventurers around the world with the tools and funding to capture things like races, stunts and action sport events on video - from the perspective of the athlete. At the same time, Red Bull uses its experience and reputation to organize and sponsor these events.
"GoPro camera technology is allo helping us cocomplement the lineup by providing new athlete perspectives that have never been seen before, " said Sean Eggert , Director of Sports Marketing at Red Bull. The collaboration enables exclusive GoPro content to enhance the growth of both companies.
Although GoPro and Red Bull collaborated on many events and projects together, perhaps the biggest stunt collaboration they did was "Stratos," in which Felix Baumgartner jumped from a space capsule more than 24 miles above the Earth's surface with a GoPro strapped to his person. Baumgartner not only set three world records to date there., but he also embodied the value of reinventing human potential that defines both GoPro and Red Bull.
2. Pottery Barn & Sherwin-Williams
Campaign of co-branding: Color your room
One of the biggest advantages of co-branding campaigns isthe opportunity to present your product or service to a whole new audience. This is exactly what the Pottery Barn furniture store and the Sherwin-Williams paint company did when they teamed up in 2013 .
Together the two brands created an exclusive line of paints and then added a new section to the Pottery Barn website that helped customers easily select paint colors to complement their furniture choices.
Customers could coordinate paint colors with the perfect Pottery Barn furniture for a mutually beneficial partnership - and styling assistance for customers of both brands. "Paint Landing ", Pottery Barn's landing page for the partnership, contains helpful blog posts and how-to ideas for painting and decorating atdo it yourself.
3. Casper & West Elm
Co-branding campaign: Test a Casper mattress
You may have heard of Casper before - it is an online mattress and bedding brand that sells mattresses in a box.
Casper mattress unboxing videos like this have become a hit on YouTube, but despite the brand's 100-day return policy, some buyers might still be hesitant to purchase a mattress without getting the chance to roll in first.
Enter West Elm, an upscale furniture company. Casper and West Elm have teamed up so that buyers can try out the comfy mattress before they buy - and so West Elm could advertise their chic bedroom furniture.
This is another example of a mutually beneficial co-branding partnership. This helps both brands attractr a larger group of buyers - after all, Casper doesn't sell furniture and West Elm doesn't sell mattresses. It also gives buyers options: try a mattress before they buy or experience what it would be like to sleep in a bed frame.
4. Kanye and Adidas
Co-br Anding Campaign: Yeezy
Kanye West, best known for his award-winning rap albums at the Grammy Awards, partnered with Adidas to develop a high-end shoe line called Yeezy. The combination of Kanye's personal brand and the growing streetwear segment of Adidas has resulted in solid profit growth for the company and the brand since its inception.
Kanye 's celebrity appeal benefits Adidas by creating buzz around his clothes, and the sportswear brand gives Kanye a well-established platform to build his top clothing line of range. One of Yeezy's strongest draws -and most notably his shoes - is his exclusivity: Kanye's celebrity status, extremely rare deployments, and the hefty price tag make the lucky few who own Yeezy sneakers feel a bit famous. by association.
Car maker BMW and designer Louis Vuitton might not be the most obvious pairings. But if you think about it, they have a few important things in common. If you focus on the lines of emblematic bags of Louis Vuitton, they are both active in the fieldtravel. They both appreciate luxury. And finally, these are two well-known traditional brands, known for their high-quality craftsmanship.
These shared values explain exactly why this co-branding campaign makes so much sense. In their partnership, BMW created a sports car model called the BMW i8, while Louis Vuitton designed an exclusive set of four suitcases and bags that fit perfectly into the rear shelf of the car.
Although the four baggage set costs $ 20,000, the price is fair for the target customer, as the BMW i8 starts at $ 135,700 . A price like this makes it look like the The luggage set is a drop of water in the bucket.
Not only does the luggage fit perfectly to the sizee, but also their design and appearance perfectly matches the image of BMW : elegant , masculine and of high quality. It turns out that the luggage and some parts of the interior of the car use carbon fiber, a composite material that is both strong and light.
"This collaboration with BMW i embodies our shared values of creativity and technological innovation. and style, " said Patrick-Louis Vuitton , Head of Orders specials at Louis Vuitton. "Our artisans rose to the challenge of this very special project, using their ingenuity and attention to detail to create a truly bespoke luxury luggage set. It 'sa pure expression of the art of travel. "
6. Starbucks & Spotify
Co-branding campaign: First musical ecosystem of its kind
Starbucks has transformed a coffee experience haut of range into a broad brand world, using music to create atmosphere around its coffee. Spotify, a music streaming platform, has generated nearly 25 billion listening hours worldwide. Starbucks and Spotify have forged an innovative co-branding partnership to create a "music ecosystem " , giving artists better access to Starbucks consumers and giving Starbuck access to Spotify's extensive discography.
Through this initiative, Starbucks employees get a premium Spotify subscription, with which they can organize playlists (which customers can access through the Starbucks mobile app) to play during the day in the shop. This music ecosystem is designed to extend the coffee shop environment for which Starbucks is known while giving artists greater visibility with Starbucks customers.
The "music ecosystem " partnership is mutually beneficial, an opportunity for companies to reach each other 's audiences without sacrificing their brand.
Sometimes co-branding partnerships aren't just cool projects between two companies - they actually have practical value when businesses work together.
When Apple launched the Apple Pay app, the brand actually changed the way people transact. This app allows people to store their credit card data or debit on their phone so that they can use them without physically having the card with them. But for this app to be successful, the card companies createsaid must integrate with this technology. is not compatible with the latest consumer shopping tool.
To stay ahead of its competition, MasterCard has become the first credit card company to allow its users to store their credit and debit cards on Apple Pay. MasterCard has not only shown the support of a major consumer technology developer in this partnership - it has evolved with its own customers in the way they choose to shop over the counter.
You've probably heard of Airbnb, the room sharing app that you allows you to find convenient accommodation hosted by real people. But its new partner, Flipboard, may not have been on your radar until now.
Flipboard is a news aggregator that collects news and current affairs content that users share on social media, and allows you to "flip " through the material much like a social media feed. Well, Airbnb recently partnered up with Flipboard to create Experiences, which provide Airbnb users with lifestyle content tailored to their interests and shared by people with similar interests as the reader.
The ongoing campaign recently led to another created a product called Trips, which allows Airbnb users to connect with hosts on common interests and book those experiences when they travel. This partnership is an impressive example of how companies can connect their customers with information that meets their individual interests and drive product usage accordingly.
Music- Spotify streaming app has teamed up with app Uber to create a "soundtrack for your journey. "This is a great example of a co-branding partnership between two very different products with very similar goals - gaining more users.
Here's how it works: When runners wait for an Uber ride , they are welcome to log on to Spotify and become the DJ of their trip. Users can choose from their own playlists to determine what they will listen to.
This clever co-branding partnership helps Uber and Spotify fans to live betters experiences through the app. And they might be more interested in choosing Uber and Spotify over its competition knowing that they will be able to enjoy their next commute while listening to their favorite songs.
10. Levi 's & Pinterest
Co-branding campaign: Styled by Levi ' s
Levi Strauss & Co. - one of the world's oldest and most recognized jeans brands - recently partnered with Pinterest, a social platform where users pin posts they like to their profiles. 'users.
People often turn to Pinterest for fashion inspiration, making a co-branding partnership with Levi 'a natural one. Styled by Levi 's is a new initiative between Pinterest and Levi ' s offers a "personalized style experience, " or style information tailored to each user's ta and preferences.
The partnershipoffers an authentic and individualized brand relationship, difficult to find in an increasingly digital environment. Pinterest gives Levi 's a leading social platform with millions of users interested in visual offerings, and Levi ' s addresses those needs with digital personalization and visual-driven boards.
Some co-branding campaigns are more complicated than others. This example from BuzzFeed and Best Friends Animal Society is one of the simplest on the market - and it shows that 'A great co-branding effort does not require months of planning or millions of dollars.
For this campaign, members of the Best Friends Animal Society wanted to tap into the readership ofBuzzFeed, that's over 200 million people .
To do this, they teamed up with the folks at BuzzFeed to create and publish an article titled “We Interviewed Emma Watson while she was playing with kittens and it was absolutely adorable ”. that you can read here .
The item is exactly what it sounds like: Harry Potter and Beauty and the Beast star Emma Watson answered questions from fans as she played with cute kittens .
L ' The article ends with a CTA announcing that the kittens featured in the video are, in fact, adoptable - - a win-win for both mates.
12. Alexander Wang & H&M
Co-branding campaign: high-end fashion
Anyone who cares about designers knows Alexander Wang and H&M are not exactly the same caliber when it comes to quality. Alexander Wang 's shoes have tends to cost around $ 350 a pair, while shoes sold by H&M tend to cost over $ 35 a pair. See what I mean?
But this price difference is exactly the reason why the two brands have decided to partner with each other . To support their brand positioning as trendy and trendy, H&M has traditionally partnered with high-end fashion brands to offer exclusive branded items for a limited time.
In exchange, these high-end brands - like Alexander Wang - can expose their brand to "a new generation of potential consumers, who will increasingly aspire to own more pieces from their premium collection. range, " writes Michelle Greenwald for Forbes.
Co-branding campaign: Make-up Light Side and Dark Side
Whenever uhe belo's new opus The star series "Star Wars " hits theaters, causing a worldwide pandemonium, and the release of "Star Wars: Episode VII The Force Awakens " in 2015 is no exception. The series' parent company, Lucasfilm, has partnered with CoverGirl to capture a larger audience and generate excitement among fans new and old for the film's release.
You might be wondering: "What to do? " Star Wars "and makeup have in common? " And the intelligence of this partnership is evident in the answer.
In the past, space age action films were almost exclusively advertised and targeted at men and boys. But these days, that 's nonsense - because people of all genders can be interested in both space exploration and makeup.
The line was designed by famous makeup artist Pat McGrath , and it features two styles: the light side and the obsheart, which loyal "Star Wars" fans will recognize as the sides of good and bad in the movies.
This co-branding partnership was a victory for both brands. Lucasfilm has garnered more attention and enthusiasm among CoverGirl buyers (many of whom are young women) about the film's release. And CoverGirl jumped on the "Star Wars " advertising train that swept the internet, stores, and television before the film's release.
14. Amazon and American Express
Co-branding campaign: Amazon Business American Express Card
The map will help users to purchase goods and services, but will also provide enhanced information about their purchasing activities. Ex American press and Amazon share a commitment to helping small businesses grow in the United States, and by working together, the two companies can improve their performance while building brand confidence.
If you have the opportunity to partner for a cause at nonprofit, this can pay off in several ways.
In 2015, Target partnered with UNICEF on a campaign called Kid Power , which committed Target to one of the goals of Sustainable Development (SDGs) from UNICEF. The retailer has sold child-friendly fitness trackers, encouragingcausing the user to perform various fitness activities, which ultimately helped deliver food packages to underprivileged children around the world.
By selling this fun, inexpensive fitness product, Target encourages kids to live healthy lifestyles and uses children's successes to provide underserved communities with the resources they need. It is an ongoing partnership that raises awareness of global malnutrition, helps UNICEF meet its demanding SDGs, and opens Target to a demographic of families they might otherwise have had access to.
By the way, you can give your kid a Kid Power band here .
16. Nike & Apple
Campaign co-branding: Nike +
Athletic brand Nike and technology Tech giant Apple has been working together since the early 2000s , when the first line of iPod is out.
The co-branding partnership started as a way to bring Apple music to Nike customer workouts using the power of technology: Nike + iPod created fitness trackers, sneakers, and clothing that tracked activity while connecting people to their music. .
The partnership has since evolved into Nike + - which uses activity tracking technology embedded in clothing and sports equipment to sync with Apple i Phone apps to track and record workout data. Tracking transmitters can be integrated into shoes, armbands and even basketballs to measure time, distance, heart rate and calories burned.
This is an awesome co-branding gesture that helps both parties deliver bettere experience to customers - and with the popularity of fitness tracking technology, Nike + is ahead of the curve in making it easy for athletes to track while they play.
17. Bonne Belle & Dr. Pepper
Co-branding campaign: flavored lip balm
Dr. Pepper lip balm. I mean, it 's genius.
Bonne Belle first launched Lip Smacker, the world's first flavored lip balm, in 1973, starting with flavors like strawberry, lemon and green apple. Barely two years later, in 1975 , they formed their first partnership with the timeless brand Dr. Pepper. . The result? A lip balm flavor that's been famous for decades among teenage girls.
If you 're thinking the connection between lip balm and Dr. Pepper is a bit thin, consider the copy on one of their old commercials: "This is the brilliantsuper shiny lipstick with a lip-smacking flavor… just like the world's most original soft drink. "And later, " De Bonne Belle of course: the cosmetics company that understands your tastes. "
Every now and then we hear about a brand partnership which in our opinion makes no sense, but leads to some incredibly memorable and unexpected campaigns. If you want to broaden your horizons as to which partners you should partner with, check out these surprising co-success stories. -marketing.
18. Burger King & McDonald 's
Co-branding campaign: A day without a Whopper
Yes. You read that right , Burger King and McDonald 's - two of the fast food industry ' s fiercest adversaries - have actually come together for ane co-marketing campaign in 2019. And, while we don 't encourage competing brands to do this - the campaign was for an amazing cause.
Back in the day, McDonald 's donated $ 2 to childhood cancer charities for every Big Mac purchased. So, Burger King worked with the competing fast food chain to organize "A Day Without Whopper. "
For one day, Burger Kings across Argentina and other countries a removed the Whopper from its menu in an effort to encourage people to buy a McDonald's Big Mac instead.
Although there has been some criticism of the campaign , due to the fact that she confused Burger King customers, she was a stunning example of two competing brands working together to help a charity. Because ofhe way they came together for a good cause, the public loved the campaign and buzzed about it all over the web.
19. Warby Parker & Arby 's
Co-branding campaign: the WArby collection
Warby Parker is known for selling affordable eyewear in stores across the United States, and through an almost entirely virtual fitting platform. Arby 's is a restaurant chain known for its slogan, "We have the meat! "
Looking at the two companies, there ' s not much they have in common. But that didn't stop them from creating an April 2018 Fish Campaign .
On April Fool's Day, visitors to Warby Parker could purchase Arby-themed fashion items, whichwere part of the WArby Collection .
According to Nylon , items visitors could purchase included a T-shirt, baseball cap and tote bag from WArby (which also said "Nice To Meat You ”). They could also buy a pack of sandwich-themed microfiber cloths and glasses with a raw beef design.
This campaign is showing you don't necessarily need a matching demographic or a partner in a similar industry to create a campaign that attracts the attention of a wide audience.ois, all you need is a sense of humor and creativity.
20. Taco Bell & Doritos
Co-branding campaign: Doritos Locos Tacos
When the Doritos Locos Taco was first launched, it has quickly become one of the most popular and recognized products in the fast food industry. Frito-Lay took Taco Bell's crunchy taco recipe and gave Locos Taco its special and signature touch: a Doritos shell. Both companies wanted to keep the shell as close to the original cheese chips as possible, using the original corn masa recipe and coating it with that distinctive nacho cheese dust.
Taco Bell and Frito Lay promoted the Doritos Locos Taco by wrapping the taco in a Doritos class bagique, reflecting the co-branding partnership and attracting audiences for both brands. The overwhelming success of Doritos Locos Taco is another example of why co-branding can increase the reach and sales of both brands.
Tim and Eric (aka Tim Heidecker and Eric Wareheim ) are the comedic duo behind Adult Swim Shows like Tim and Eric Awesome Show, Great Job !, Check It Out! With Dr. Steve Brule, Tim & Eric 's Bedtime Stories, and Beef House.
Meanwhile, Purple , the company and client known for the popular Purple Mattress , often launches unique ad campaigns that have caught the attention of Millennials and Gen Z demographics.
Although he is thereogical for a business to team up with celebrities who can promote their product, Tim and Eric's comedic style is incredibly random and unique. While they're pretty hilarious, as a marketer you might be wondering how this kind of comedy style translates into a mattress marketing campaign that actually generates revenue.
While you might think that Tim and Eric knocked out their iconic routine to sell Purple products, it is actually quite far from the truth. In a video series called The Purple Boys, they actually amplified their bizarre antics.
The storyline of the Purple Boys episodes is often linked to a problem related to sleep, such as the "Sunday Scaries ". While the special effects and effects are incredibly hit and miss, episodes almost always end with the Purple Boys providing a lack of sleep A character with a purple mattress.
To give you an idea of what this quirky comedy series looks like, check out this episode that centers on a sleeping character named Joe Dunder:
Although hiring actors is technically more about sponsorship than partnership, this large-scale campaign benefits both parties. While Tim and Eric are able to bring their comedy to Purple audiences, fans of Tim and Eric could watch these videos for entertainment and to learn more about Purple's products along the way.
Create a great co-marketing campaign
While you don 't have the budget for the brands mentioned above, you can take a note of them in this which concerns their creativity, their level of storytelling, how they pooled their resources to connect their different brands in mutually beneficial ways.
When looking for the best co-marketing partner for your brand andAs you create a successful campaign, be sure to keep the above examples in mind. If you're interested in learning more about branding partnerships and co-marketing, check out this helpful ultimate guide , or download the free resource below.
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