5 of the Most Surprising Co-Branding Examples (2024)

Co-branding is a tricky strategy to get right — you have to find a brand that complements, but doesn’t overshadow, your own.

If you choose a brand that’s too similar to yours, the co-branded-ness can get lost in the noise. But partnering with a brand that’s too dissimilar? It can be a recipe for disaster.

However, every once in a while, the odd “co-branding out of left field” actually works. And when it does, it can positively affect the brand awareness of both companies and even increase brand loyalty.

This article will take a look at five examples of surprising co-branding that actually worked and provide a few tips throughout that you can use when looking for a brand to partner up with.

5 Surprising Co-branding Examples

From makeup and Mexican restaurants to hand soap and birds in distress, the wacky co-branding examples we’ll explore cover a wide range of industries.

So pay close attention to see if any of these examples give you any good ideas for your own brand.

1. e.l.f x Chipotle

Source: Forbes

This surprising co-brand combines the well-known makeup brand e.l.f. with one of America’s favorite restaurants, Chipotle. Now, when most people think of makeup, their minds don’t jump straight to burritos, or vice versa.

However, this creative co-branding collaboration did an amazing job of finding each products’ similarities and using them to their advantage — namely by creating an eyeshadow palette chock-full of Chipotle-inspired colors.

e.l.f.’s “Chipotle Eyeshadow Palette”, used colors that represented Chipotle’s most well-known ingredients: green for guacamole, browns for beans, and meat, and golden yellows for cheeses. You get the picture.

Not only was this an ingenious combination of both brands’ products, the palette created included a truly pleasing combination of colors. Plus, it even came with an avocado beauty blender and a hot-sauce-reminiscent plumping lipgloss!

Now, when customers purchased the palette, they received a digital coupon for free Chipotle Chips & Guac — good for use at any Chipotle for delivery or pickup.

Unexpected and delightful, this whimsical co-branding endeavor was a huge hit with consumers. But why? Let’s take a look.

Why Was This Partnership Successful?

This co-branded deal combined the power of two big-name brands to create something that benefited everyone. When e.l.f. released their first, smaller collaboration with Chipotle in May 2020, it sold out in four minutes.

Of the fervor this collaboration inspired, e.l.f.’s Vice President of Brand, Gayatri Budhraja, said: “There were consumers that were calling our customer service and crying when we sold out.”

Source: Nylon

From the product itself to the packaging, this collaboration was on-point. A “burrito-inspired” collection that used Chipotle-inspired hues, the kit came in a co-branded case that “mimicked a foil-wrapped burrito.” Genius.

Unsurprisingly, this wacky collaboration was born on TikTok — home to millions of Gen Z consumers and surprisingly few brands. According to Budhraja, e.l.f. has been using TikTok as a venue to launch marketing campaigns since 2019, and noticed that there weren’t many brands creating content on the app.

Of the few brands on the platform, Chipotle was one of the only ones making waves. It was because of this similarity that Budhraja felt a collaboration would be only natural — taking into consideration both brands’ aligned values and goals.

As both brands are very Gen Z-focused with cult followings, Budhraja explained that her idea was to “figure out how to force multiply with another like-minded, spirited disrupter.”

So, in 2021 the brands collaborated again, this time creating a completely new eyeshadow palette with colors that mimicked Chipotle’s main ingredients. This second co-branded collab was an even larger success than the first — with e.l.f. generating $1.5 million in EMV in March 2021 alone.

As Glossy writer Sara Spruch-Feiner points out, this kind of collaboration, which hinged “on a more playful side of beauty and makeup”, felt timely, “especially in a global moment when levity is appreciated wherever it can be found.”

Co-Branding Tips

So, what can you learn from this surprisingly successful co-branding endeavor?

When looking for another brand to partner up with, make sure they share some of your values and goals. You don’t need to sell the same products or services, but there does need to be a thread that genuinely connects you together.

Additionally, make sure you get the timing and the vibe right and don’t take yourself too seriously.

Pro Tip: With a combo as off-the-wall as e.l.f. x Chipotle, consumers and the media were quick to discuss it on social media and online platforms. When setting up your own co-branding, consider collaborating with a brand just nutty enough that it will get consumers talking online.

2. Covergirl x Lucasfilm

Source: The Disney Blog

Now, to be fair, there are a lot of Star Wars-themed products out there — Star Wars legos, Star Wars aquariums, and even Star Wars cookie cutters. And while some products seem like more natural collaborations than others, it’s understandable that brands want in on this $37 billion franchise.

So, how did Covergirl approach this co-branding endeavor? By calling in the big guns. Designed by iconic makeup artist Pat McGrath, the Covergirl limited-edition Star Wars-inspired 19-piece collection featured 10 mascaras, six lipsticks, and three nail polishes.

Source: CosmeticsMag

To promote the collaboration, Covergirl used their collection to create three “Light Side” and three “Dark Side” themed makeup looks — the most popular being one golden-hued, drone-inspired look and one dark, stormtrooper-inspired look.

Although the Star Wars films, and many others in the science fiction genre, have traditionally been targeted to male viewers, LucasFilm was smart enough to see an opportunity: reaching female viewers.

Female viewership of the Star Wars franchise has increased over the past few decades, with 18% of women reporting they’re avid fans and 33% reporting themselves as casual fans in 2019. Therefore, collaborating with a more female-centric brand like Covergirl was a smart move to reach this audience.

Why Was This Partnership Successful?

By choosing to partner a brand with a traditionally male audience to another brand with a traditionally female audience, both companies benefited.

On one side, LucasFilm was able to better promote their newest film, “Star Wars: The Force Awakens” with their growing female audience by joining forces with a well-loved brand and creating high-quality products.

On the other side, Covergirl was able to leverage the power of the Star War franchise’s power and cult following to create a collection that might reach new audiences for them as well — men and women not as interested in makeup.

Furthermore, by bringing in the legendary makeup artist Pat McGrath, they were able to lend a great deal of credibility and celebrity to the collection.

Co-Branding Tips

While one’s mind doesn’t immediately jump from science fiction films to makeup brands, however tenuous, the connection is there.

Through intelligent positioning, both brands were able to make the most out of this collaboration. So, when setting up your own co-branding collaboration, make sure you’re clear on how each partner will position the joint product.

To be successful, it’s integral that you’re both on the same page and present a united front about your co-branded image, communication, and personality.

3. Dr. Pepper x Bonne Bell (Lip Smacker)

Source: Pinterest

Admittedly a bit of a throw-back, this iconic co-branding set the stage for what a successful collaboration looked like years to come.

When the Dr. Pepper branded lip gloss from Bonne Bell was released in 1975, people were obsessed. Not only did it smell like Dr. Pepper, but it also tasted like Dr. Pepper. What a dream!

And as the years went by, its popularity only grew — becoming an iconic must-have item for lipgloss-loving 90s teenagers.

As Jessica Bowers Hopson of Business 2 Community points out, this is “a great example of a partnership where the two companies on their own served wildly different clientele”, but by joining forces, they “created a whole new realm of possibilities”.

Indeed this collaboration was so successful, Bonne Bell later went on to collaborate with the likes of Fanta, Coke, and Sprite.

Why Was This Partnership Successful?

This co-branded lip gloss quickly became an iconic must-have for teenagers everywhere — a collectible of sorts.

And why did this “unexpected alliance” work so well? Even though each brand traditionally targeted very different audiences, they had some important similarities: they “both understood their brand stories, and how they could work together.”

Though Dr. Pepper and Bonne Bell existed in totally different markets, they each shared “a core sense of lightheartedness, play, and a sense of fun” — which the lipgloss embodied to a tee.

By playing to their similarities, each brand was able to benefit from this co-branding endeavor. And even 30 years later, this product is still on the market!

Co-branding Tips

For a co-branded product to be successful, both brands must align on their shared brand values.

Let’s say you are the brand manager of a high-end jewelry company and you’re looking to set up a co-branded partnership. It’s vital that your potential partner shares similar brand values, image, and personality.

That being said, your first thought wouldn’t be “Let’s see if Burger King wants to collaborate on our next diamond necklace.” Instead, you’d look for a brand with a similar vibe — perhaps a luxury car brand or high-end designer.

4. Dawn Soap x the International Bird Rescue

Source: Quora

We’ve all seen the heart-breaking Dawn ads — terrified, helpless animals covered in oil are lovingly washed clean using Procter & Gamble’s Dawn dish soap.

This co-branding is unique, as it was born out of necessity. Back in 1971, there was a massive oil spill in San Fransisco Bay. In an effort to help the wildlife affected, thousands of volunteers headed to the beach, bringing anything they could to try and help clean the birds.

After this first spill, the International Bird Rescue began exploring many different ways to clean oil off aquatic birds — and by 1978, they had their answer: Dawn.

In their own words, Dawn is “inexpensive, effective, readily available”. And even more interesting — “Procter and Gamble was excited to learn about this somewhat unusual use of their product.” Through this unlikely pairing, a real, lasting partnership was born.

Over the past four decades, P&G has become one of the International Bird Rescue’s biggest supporters — “donating countless bottles of Dawn dish soap to (them), and committing hundreds of thousands of dollars to support (their) wildlife rehabilitation, research, and spill response work.”

Now, when consumers think of Dawn, they think of a brand that cares about wildlife and saving the environment.

Why Was This Partnership Successful?

What began as a practicality has turned into an extremely successful, mutually beneficial co-branding partnership.

So, what does the International Bird Rescue get from the relationship? Thousands upon thousands of free bottles of Dawn, financial support for the projects, and the backing of a major brand.

Instead of having to spend their own marketing money on expensive advertising, they can rely on P&G to get the word out with the co-branded Dawn dish soap packaging and commercials. They save money, increase brand awareness, and are able to help more aquatic animals — that’s a pretty good deal.

So, what does P&G get from this co-branding endeavor? Their benefit is less tangible — the International Bird Rescue doesn’t give them money or resources. Instead, it provides them with positive brand associations and brand image, as well as support for their brand values.

By partnering with the International Bird Rescue and adding their logo and visuals to P&G’s own packaging, they leverage the charity’s credibility and influence with some important target audiences — younger generations, environmentalists, and animal lovers.

As a brand that is dedicated to making the world a better place through its P&G Good Everyday program, a co-branded partnership with an organization like the International Bird Rescue makes sense.

Co-Branding Tips

As this example illustrates, sometimes great opportunities for co-branding fall into your lap. Neither P&G nor the International Bird Rescue were looking for a co-branding opportunity, but over time, they both saw the benefits that working together could create.

So keep in mind that you don’t always have to go actively searching for a co-branding partner — sometimes, it pays off to take a look at who is currently using your brand’s product and services.

5. Taco Bell x T-Mobile (or T-MoBell)

Source: YouTube

The power of Mexican food strikes again! But this time, free tacos are involved.

Back in 2019, T-Mobile and TacoBell announced at the Super Bowl that they’d be teaming up to create “T-Mobile Tuesdays”. Essentially, all T-Mobile’s “Un-carrier” customers were eligible to receive a free taco every Tuesday from Taco Bell. Pretty simple.

But the idea really took off and was so successful that in 2019, the two brands solidified their partnership even further by opening three “T-MoBell” stores in New York, LA, and Chicago for three days. Each store offered free tacos along with exclusive co-branded merchandise and celebrity meet-and-greets.

T-Mobile’s CEO, John Legere, expanded on the concept, saying:

“When we launched free tacos every week on T-Mobile Tuesdays, TacoBell.com had its highest online order day ever and T-Mobile Tuesdays was number one in the App Store. Since then, Un-carrier customers have snagged more than 14 million free tacos from the app!”

14 million tacos… is a lot of tacos. Touted as “the ultimate fusion” of people’s love of their phones and tacos, this co-branded experience won the hearts of consumers all over the US.

Why Was This Partnership Successful?

As Jeff Beer of Fast Company points out, “partnering up with another brand in order to combine respective audiences and fans and provide an unexpected halo to each other” is a pretty good idea in this brand-saturated world we live in.

Getting your name out there and upping your brand awareness can be tough — even for huge, successful companies like T-Mobile or Taco Bell. After all, they’re still fighting to remain relevant and desired by their target audiences.

Playing into people’s almost obsessive love of tacos and free things, this co-branded partnership gave consumers exactly what they wanted — free food, limited-edition slushies, branded swag, and an event to get excited about.

Source: PRWeek

Plus, though each brand operates in a very different market, their brand values and personalities mesh well together. Playful, fun, and light-hearted, this collaboration was a smashing success.

Co-Branding Tips

If we can learn anything from the existence of “T-MoBell”, it’s that people are open to the slightly absurd — especially if there’s free food or merch involved.

Additionally, if you’re experiencing a good deal of success with your first round of co-branded products or services, ride the wave! Kick it up a notch and give your customers what they want.

Don’t be afraid to go a little over the top, especially if it fits well with your brand image.

Final Thoughts

Co-branding can be tricky — find the right combination and you’ll increase your brand awareness, reach new audiences, and earn increased brand recognition.

However, it’s not always as easy as it looks — think Kendall Jenner + Pepsi, Kraft + Starbucks, or even U2 + Apple. Co-branding can fall prey to bad communication, misaligned values, and poor execution.

In the worst cases, an unsuccessful co-brand doesn’t consider what it is consumers want. That’s why you need to gather consumer insights before launching something as potentially important and influential as a co-brand.

Both brands need to have a deep understanding of their target audiences — what they like, dislike, and need. Only with this kind of information can you figure out whether or not a co-brand partnership is right for you.

5 of the Most Surprising Co-Branding Examples (2024)

FAQs

What is branding and give 5 examples of branding? ›

Branding is the process of communicating a unique selling proposition, or differential, that sets a product or service apart from the competition. Examples of branding techniques include the use of logos, taglines, jingles or mascots.

What are the 5 types of branding? ›

Here are the 8 types of branding you need to know:
  • Personal branding.
  • Product branding.
  • Service branding.
  • Retail branding.
  • Cultural and geographic branding.
  • Corporate branding.
  • Online branding.
  • Offline branding.

Can anything be branded give some examples of co-branding? ›

Co-branding Campaign: Soundtrack for Your Ride. Music-streaming app Spotify partnered with ride-hailing app Uber to create "a soundtrack for your ride." This is a great example of a co-branding partnership between two very different products with similar goals— to earn more users.

What are the 3 types of co-branding? ›

Types of co-branding strategies
  • Ingredient co-branding. ...
  • Same-company co-branding. ...
  • National to local co-branding. ...
  • Joint venture or composite co-branding. ...
  • Multiple sponsor co-branding. ...
  • Example 1. ...
  • Example 2.
Jun 1, 2021

Why Starbucks and Spotify co-branding? ›

The partnership between Starbucks and Spotify was extremely strategic on many different levels. From increased exposure to added customer value to increased revenue, these two powerful brands are great examples of a successful B2B venture. They practiced a great way to identify co-branding opportunities.

What type of branding is Coca-Cola? ›

The Coca-Cola Company is one of, if not the world's most successful FMCG (fast-moving consumer goods) brands.

How is branding used in Coca-Cola? ›

Brand over product

Instead of going for a complicated marketing plan that focuses on products, Coca-Cola sells the lifestyle, the emotion, and the association of the brand that people can relate to. This ensures that the brand is universal and understood across all cultures and languages.

What are the 4 C's of branding? ›

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the big five in brand personality? ›

There are five main types of brand personalities with common traits. They are excitement, sincerity, ruggedness, competence, and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own.

What is the branding strategy of Starbucks? ›

Their brand strategy is built around two main pillars: customer experience and quality. Starbucks has increased the perceived value of its brand by providing a unique, consistent “Starbucks experience.” As a result, customers are willing to pay a higher price for a cup of Starbucks coffee.

Are Betty Crocker and Hershey's co-branding? ›

Betty Crocker and Hershey's are leading brand names in their respective industries, making this a powerful duo. Both partners have integrity and authenticity, and both know how to create products that people love to eat. There's nothing about this partnership that seems unusual or forced.

What are branded products give two examples? ›

What Are Brand Examples? Although brands are generally intangible, we often associate things like products and names with brands. Examples include Apple, Nike, Coca-Cola, Advil, and Tylenol.

What is national to local co-branding examples? ›

National to local co-branding occurs when a local small business teams up with a national brand or network to target local audiences and interests. Examples: Visa co-branding credit cards with local retailers. Auto manufacturers with local dealerships.

What are the four 4 branding components? ›

A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. Implementing a successful brand strategy that develops all four of these components increases brand trust, loyalty, and awareness.

What are the 6 Personal Branding types? ›

According to research, there are 6 main personas that best identify personal brand types - altruists, careerists, hipsters, boomerangs, connectors & selectives. Every branding type represents a motivation through which individuals share information and establish how they're seen within their industry.

What is an example of composite co-branding? ›

Joint venture or composite co-branding

This can include creating an entirely new product together or improving an existing product. An example of this is when a streaming service platform partners with film studios to create or host movies and television shows.

Why did Uber and Spotify collab? ›

Uber has officially teamed up with Spotify to let you choose the soundtrack for your ride. You get to pick the music you want, and your music will be on the car's speakers. In addition to choosing their music selection, passengers will be able to adjust the volume to their liking or turn off the audio all together.

Why did Uber and Spotify merge? ›

The strategic alliance between Spotify and Uber is built on 3 elements: Building on strengths: Spotify influenced millions of its users to choose Uber as their preferred mode of transportation whereas Uber added value to the customers of Spotify by giving them a personalized experience.

What is Starbucks brand identity? ›

Starbucks' brand identity begins with a green logo in a circular shape. The green color elicits nature, tranquility, and health in the person who drinks Starbucks. In 2011, Starbucks took the bold approach to completely remove the outer ring of their logo that had the Starbucks name.

What is Nike brand personality? ›

Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness. Since the 1980s, Nike has been endorsing the very best athletes across a wide variety of sports. In this way they portray Nike's persona as exciting, provocative, innovative and durable.

What is Amazon brand personality? ›

Amazon's brand personality is sincerity and competence. Amazon offers a personal relationship with all of its products and services, making them one of the most trusted brands globally. Its personality traits include reliability, competence, sincerity and care.

What is Apple brand personality? ›

When it comes to Apple, users feel a sense of brand loyalty to its aesthetic features and modern hardware. This adherence to simplicity is occasionally overshadowed by users' fear of data collection. Those with positive notions associate the Apple brand personality with the characters of Spock and Dory.

What branding strategy does Pepsi use? ›

Sponsorships And Endorsements

It's no secret that Pepsi's marketing strategy utilizes celebrity endorsements and company sponsorships to promote their product.

How does Apple brand their products? ›

Apple's brand positioning is based on three key elements: innovation, design, and customer experience. These three factors allow Apple to stay ahead of competitors while maintaining a strong sense of identity.

What is the brand mantra of McDonald's? ›

i'm lovin' it” launched in 2003. 17 years later, it is still the McDonald's slogan.

What are the seven 7 components of branding strategy? ›

Elements of a Brand Strategy
  • Purpose.
  • Consistency.
  • Emotion.
  • Flexibility.
  • Employee Involvement.
  • Loyalty.
  • Competitive Awareness.
Apr 8, 2022

What are the 6 features of branding? ›

In this blog, we break down the six critical elements of a brand: typography, color, brand voice, customer experience, consistency, and repetition.

What are the 5 parts stages of the branding? ›

In simple terms, there are 5 stages in the branding process:
  • Conducting research.
  • Developing/clarifying strategy.
  • Designing identity.
  • Creating touchpoints.
  • Managing assets.

What are the 5 most trusted brands in the world? ›

10 most trusted brands in the world in 2022
  • Salesforce: 17,655.
  • Land Rover: 16,756.
  • American Express: 16,095.
  • Nintendo: 15,918.
  • IBM: 15,653.

What are the top 3 brands in the world? ›

A Full Breakdown of the Most Valuable Brands
RankBrandCountry
1AppleUnited States
2AmazonUnited States
3GoogleUnited States
4MicrosoftUnited States
6 more rows
Oct 27, 2022

What is the most successful brand ever? ›

In 2022, Apple was the most valuable brand in the world with an estimated brand value of about 355.1 billion U.S. dollars. Amazon, which was the second leading brand in the world, had a brand value of about 254.2 billion U.S. dollars that year.

What is Louis Vuitton brand personality? ›

Elegant, subtle, comfort and classy are the personality traits that define this brand. It also cultivates within an individual an entrepreneurial spirit while leaving behind a hint of traditionalism. If you like a beautiful blend of heritage with modern innovativeness, Louis Vuitton is the brand for you.

What is Netflix brand personality? ›

For example, Netflix lists some of its brand values as courage, inclusion, integrity, and impact. They strive to create a company culture that prizes innovation and responsibility and encourages employees to take informed risks.

What is Mcdonald's brand personality? ›

At our best, we don't just serve food, we serve moments of feel-good, all with the lighthearted, unpretentious, welcoming, dependable personality consumers know and love.

What is the branding strategy of Nestle? ›

Nestle benefits from its large product line by employing a product mix strategy. It often releases buy-one-get-one price promotions, special offers, discounts, deals, and giveaways. Bundle deals are perfect for introducing a product or marketing unpopular items.

Why Starbucks has strong brand image? ›

Introduction to Starbucks

Starbucks has been responsible for creating the concept of a third place between home and work where people can relax, enjoy a cup of coffee and experience the inviting ambience. It is often said that Starbucks taught America how to drink coffee and is now continuously teaching the world.

What makes Starbucks stand out? ›

Starbucks has done extraordinarily well in creating a concept where everyone can have a great experience drinking coffee in an inviting ambience. Starbucks has a customer-centric culture. They see the business from the perspective of the guest.

Are M&Ms Hershey brand? ›

M&M's are the flagship product of the Mars Wrigley Confectionery division of Mars, Incorporated.

Are M&Ms and Hershey the same company? ›

M&Ms used to be made with Hershey's chocolate, now one of Mars' biggest competitors. Upon Mars' return to the United States, he approached Bruce Murrie, the son of Hershey executive William Murrie, to join him in a new business venture.

Is Hershey's Ice Cream owned by Hershey? ›

Hershey Creamery Company has no connection to The Hershey Company, a candy manufacturer, though both companies were founded in Lancaster County, Pennsylvania, in the same year. The companies have had a tumultuous relationship marked by multiple lawsuits over trademark issues.

What are 3 examples of product or brand? ›

Examples of well-known product brands are Coca-Cola, Nutella, and Ariel. Often there is a multitude of product brands within an organization. For the sake of efficient brand management, they are frequently integrated in an umbrella brand or brand family system (as with Unilever).

What are the best examples of product branding? ›

From the coffee cup we're handed at Starbucks to the toothpaste we choose from the shelves of grocery stores and the ads we see on our smartphones. Companies like Coca-Cola, Apple, and Starbucks have product branding that is so recognizable we take it as a normal part of our environment.

What are four types of brands? ›

  • Personal Brand. Personal brands are those individual brands people build around them. ...
  • Product Brand. In order to sell goods and commodities, businesses have to work on their product brands. ...
  • Service Brand. ...
  • Corporate Brand. ...
  • Investor Brand. ...
  • Non-Profit Brands or NGO Brand. ...
  • Public Brand. ...
  • 8. Activist Brand.
Nov 1, 2018

Is Apple a national brand or private brand? ›

Apple Inc. is an American multinational technology company headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and online services.

What is an example of cultural branding? ›

Cultural branding is a term most often used for consumer brands like Coca-Cola and Harley-Davidson, depicting a lifestyle that's culturally relevant to the brand audience.

What do you mean by co-branding? ›

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. Also known as a brand partnership, co-branding (or "cobranding") encompasses several different types of branding collaborations, typically involving the brands of at least two companies.

What is an example of co creation in marketing? ›

Product Innovation

The most popular example of product innovation co-creation is LEGO Ideas, where fans submit ideas for new LEGO kits. Another great example of a company that regularly co-creates with their customers is Muji, a Japanese retailer which offers a wide variety of household and consumer goods.

What is ingredient co-branding give example? ›

Ingredient co-branding

With this form of co-branding, advantages are created through partnering with companies whose products are used in your products. For example, Intel is the ingredient brand to Dell, a computer technology company that uses Intel's core processors.

How do you co brand a company? ›

Co-branding can take place through brands having their products join together, retailers specifically advertising a brand, brands placing advertising in movies, and brands partnering with a celebrity spokesperson.

What is co-branding of Coca Cola? ›

Coca-Cola & The American Red Cross

Successful co-branding captures additional audiences and communicates a message meant to inspire and intrigue. For over 100 years, Coca-Cola has aligned with the American Red Cross to develop a partnership focused on goodwill and fostering local communities around the country.

What are the risks of co-branding? ›

The disadvantages:

If the companies don't share the same missions and visions, composite branding is a no-go. Co-branding can also have an adverse effect on partner brands. If the customers associate bad traits and experiences with one of the brands, the total brand equity might get damaged.

What are the 4 types of customer co-creation? ›

Each type has its own specific pros and cons, so choose wisely.
  • Crowdsourcing. Where an initiator invites “everyone” to contribute ideas towards the challenge he or she has. ...
  • Community co-creation. ...
  • Coalitions. ...
  • Expert co-creation.
Feb 8, 2022

How does Lego use co-creation? ›

LEGO hobbyists develop knowledge of the LEGO system that can make them skilled at LEGO set design, as designing a LEGO creation and designing a LEGO set are similar processes. LEGO is modular, so co-creation can be used both to develop new LEGO elements and to design LEGO sets composed of preexisting elements.

What are 3 benefits of co-creation? ›

Co-creation can offer companies significant benefits, including better ideas and product innovation, more consumer-centric products, and a stronger relationship with their end users.

What is an example of communication based co-branding? ›

Perhaps the most famous example of communications-based co-branding is Red Bull's partnership with GoPro. These brand partners have collaborated on a number of events, but their most memorable was 'Stratos' in 2012, where Felix Baumgartner jumped from a helium balloon 24 miles above the earth.

What is it called when 2 companies work together? ›

A company merger is when two companies combine to form a new company. Companies merge to expand their market share, diversify products, reduce risk and competition, and increase profits.

Why is co-branding successful? ›

Co-branding brings exposure to new audiences

When you work together on a co-branding campaign, you gain exposure to their audience, they gain exposure to yours, helping both of you increase brand awareness, draw in new clients, and grow your overall reach.

What makes a good brand collaboration? ›

Find that connecting thread between you, and keep authenticity at the heart of your partnership to ensure that you make the most (positive) impact. Cultural Hype. Think about how your collab can enable your brand to become part of the cultural conversation in a relevant and – that word again – authentic way.

What is an example of co-branding failure? ›

Co-brands with varied brand personalities often fail to create a unified business offering for the audience. This usually happens because such brands don't strategically fit into one another like a puzzle piece. A perfect example of such co-branding failure is the Target + Neiman Marcus collection.

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