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A brand collaboration is when two business brands join forces to create marketing material they hope will bring them mutual success.
Naturally the degree of that success depends on the nature of the businesses and the way they link up, so it goes without saying that some such collaborations are destined to work better than others.
But when the partnership does hit the spot, it can be a genuinely positive experience for both parties that creates a real spike in brand awareness and has people jumping up and down.
Offering something new in the shape of a genuinely innovative brand collaboration can be an ideal way to give a flagging marketing strategy a real shot in the arm. Letting your customers see you from an unexpected new angle can do wonders for reviving their interest in what you have to offer, more so if you’re partnered with a totally dissimilar brand that takes people by surprise.
Something else that brand collaboration can do is to let you tap into a whole new audience that wouldn’t normally show interest in your service or product. It can give both brands a new offering that can excite their individual customer bases. It’s also a great opportunity to break into new markets, introduce new products to your customers, and enhance the perception of your brand – all good stuff that boosts sales and helps a business grow.
There’s nothing to stop two dissimilar brands collaborating. Done right, hugely successful partnerships can be created between brands that might seem to have nothing in common. The very incongruity of their partnership can add to their success. All that matters is if the brand pairing creates the right spark with their audience.
There are probably more co-branding partnerships out there than most people realise. Below are five of the best:
After a well-known supermodel and influencer created a spicy vodka paste recipe ‘Pasta alla Vodka,’ the recipe went viral on TikTok and Instagram. As a result Heinz and Absolut Vodka collaborated to make their own version in a limited edition Tomato Vodka Pasta Sauce.
In this brand collaboration between GoPro camera company and Red Bull, both gained a new audience and different content by entering different markets. Using GoPro equipment, athletes and adventurers capture races, stunts and action sport events on video, while Red Bull uses its experience and reputation to run and sponsor these events.
In this popular collaboration, fitness fashion brand Gymshark teamed up with dating app Bumble after the brands discovered that 22% of Gen Z and Millennials have exercised or attended a fitness class on a first date. With fun lines like ‘for dates that workout’ and ‘ HIIT it off’, this brand collaboration really does the business.
A most unexpected brand partnership was created when Burger King and McDonald’s – normally fierce fast opponents – joined up for a co-marketing campaign in 2019. McDonald’s was donating $2 to childhood cancer charities for every Big Mac sold. So Burger King worked with them to host ‘A Day Without a Whopper.’ For one day, Burger Kings across Argentina and other countries took the Whopper off their menu in an effort to encourage people to buy a Big Mac from McDonald’s instead. A great idea for a good cause.
When Apple released Apple Pay, it allowed people to store their credit or debit card data on their phone without having the card with them. But it needed credit card companies to integrate with the technology. So to get ahead of its competitors, MasterCard became the first credit card company to let users store their credit and debit cards on Apple Pay. By supporting Apple, Mastercard evolved along with its own customers in how they choose to make purchases at the counter.
Final word: Like two heads, two brands can be better than one – but only if their partnership makes sense.
If you’re looking for an agency to help create powerful strategic marketing campaigns to boost your brand, then get in touch with Harrison Carloss. Speak to one of the team on 0330 133 1639 or browse our case studies to see what brilliant things we’re capable of.
