8 Examples Of Successful Co-Branding Partnerships (And Why They're So Great) | 10 Forward | Content | Digital | Social | Marketing (2024)

8 Examples Of Successful Co-Branding Partnerships (And Why They're So Great) | 10 Forward | Content | Digital | Social | Marketing (1)

Anyone remember Dr. Pepper-flavored lip gloss from Lip Smackers?

I’d venture a guess that many of you do, whether it was a staple of your ownchildhood or that of a loved one’s.

There’s somethingbrilliantandmemorable about that co-branded product: It’s fun, unexpected, and involves a classic and timeless brand that’s helped the flavorremain popular all the way from 1975 to present day. (Seriously, you can still buy them.)

Strategic partnerships like that one can be a highly effective way to build a business, boost brand awareness, and break into new markets. The whole point is thatthe success of one brand will bring success to its partner brand, too. But for a partnership to truly work, it has to be a win-win for all players in the game. The value perceptions, target audiences, prices, and promotion channels need to match.

So, what do great co-branding partnerships look like?

There are a lot of great examples out there — too many to list in one post. Below, we’ve curated a shortlist of eight examples of great co-branding partnerships to inspire you. Check them out, and add your own favorites in the comments.

8 Examples of Great Co-Branding Partnerships

1) GoPro & Red Bull: “Stratos”

GoPro doesn’t just sell portable cameras, and Red Bull doesn’t just sell energy drinks. Instead, both have established themselvesas lifestyle brands — in particular, a lifestyle that’s action-packed, adventurous, fearless, and usually pretty extreme. These shared values make them a perfect pairing for co-branding campaigns, especially those surrounding action sports.

To make the partnership work, GoPro equips athletes and adventurersfrom around the world with the tools and funding to capture things like races, stunts, and action sport events on video — from the athlete’s perspective. At the same time, Red Bull uses its experience and reputation to run and sponsor these events.

“GoPro camera technology is allowing us to compliment the programming by delivering new athlete perspectives that have never been seen before,” said Sean Eggert, Red Bull’s director of sports marketing. The collaboration allows exclusive GoPro content to enhance both companies’ growth.

While GoPro and Red Bull have collaborated on many events and projects together, perhaps the biggest collaboration stunt they’ve done was “Stratos,” in which Felix Baumgartner jumped from a space podmore than 24 milesabove Earth’s surface with a GoPro strapped to his person. Not only did Baumgartner set three world records that day, but he also embodied the value of reimagining human potential that define both GoPro and Red Bull.

2) Pottery Barn & Benjamin Moore: “ExperienceColors”

One of the biggest benefits of co-branding campaigns is the opportunity to expose your product or service to a brand new audience. That’s exactly what home furnishing store Pottery Barn and paint company Benjamin Moore didwhen they partnered together back in the early 2000s.

The folks at Pottery Barn realized their customers had a special interest in paint color when they realized how many questions they were getting about the colors used in their catalogues. By partnering with a reputable paint company like Benjamin Moore, they were able to give their customers what they wanted.

Together, the two brands created an exclusive product line of paints, and then added a new section of Pottery Barn’s website that helped customers easily select paint colors to complement their furniture choices.

8 Examples Of Successful Co-Branding Partnerships (And Why They're So Great) | 10 Forward | Content | Digital | Social | Marketing (2)

Image Credit: Dezinable

“We’realways trying to develop new tools to help consumers with the color selection process,” said Eileen McComb, director of communications at Benjamin Moore. “And the great thing about working with Pottery Barn is that we’re able to narrow down the palette to the paint colors that will work best with their designs. So, it’s providing an extra valuable service to Pottery Barn’s clientele.”

The partnership was successful for years, although Pottery Barn has been collaboratingwith paint company Sherwin-Williams instead since 2013.

3) The Global Fund & Gap: “PRODUCT (RED)”

INSPI(RED). ADMI(RED). EMPOWE(RED). The PRODUCT (RED) campaign to fight AIDS in Africa, run by The Global Fund, has been around since 2006. Since then, it hasraised more than $130 million and is arguably one of the largest partnership efforts ever.And while Gap wasn’t the only company involved (there’s also American Express, Apple, Converse, Starbucks, and more), their partnership is a great example of a company creating new products around a theme — in this case, the theme of change.

In one of their first PRODUCT (RED) campaigns, the folks at Gap took photos of celebrities like Chris Rock and Anne Hathaway, both as individuals or with friends and loved ones, wearing a Gap (PRODUCT) RED item in a way that expressed their own, personal style. The photos were published in magazines like Vogue,and wereaccompanied by thought-provoking questions like,“Can the shirt off your back change the world?” and “Can the next generation change the world?”

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Image Credit: The Inspiration Room

This partnership is also, of course, a great example of a business marketing themselves as socially responsible, which can oftenlead to an increase in sales. In return, The Global Fund received50% of net profits from the sale of Gap (RED) items. Neither Red nor the companies would disclose revenue or total contributions by company or product.)

Some question the sincerity of social campaigns like this, arguingthat these partnerships benefit the for-profit partners more than the charitable causes. But, while corporate social responsibility isn’t going to solve the world’s problems, it is a way for organizations to benefit from exposure to a new audience.

4) Bonne Belle& Dr. Pepper: Flavored Lip Balm

Dr. Pepper-flavored lip balm. I mean, it’s genius.

Bonne Belle firstdebuted Lip Smacker, the world’s first flavored lip balm, in 1973, starting with flavors likestrawberry, lemon, and green apple. Just two years laterin 1975, they’d forged theirfirst flavor partnership with the timeless Dr. Pepper brand. The result? Alip balmflavor that’s been famous for decades among teenage girls.

If you’re thinking the connection between lip balm and Dr. Pepper is a little thin, consider the copy on one of their vintage ads: “It’s the super shiny lip gloss with lip-smacking flavor… just like the world’s most original soft drink.”And later, “From Bonne Belle of course: the cosmetics company that understands your taste.”

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Image Credit: Click Americana

5) BMW & Louis Vuitton: The Art of Travel

Car manufacturer BMW and designer Louis Vuitton may not be the most obvious of pairings. But if you think about it, they have a few important things in common. If you focus on Louis Vuitton’s signature luggage lines, they’re both in the business of travel.They both value luxury. And finally,they’re both well-known, traditional brands that are known for high-quality craftsmanship.

These shared values are exactlywhy 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, four-piece set of suitcases and bags that fit perfectly into the car’s rear parcel shelf.

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Image Credit: Louis Vuitton

Although the four-piece luggage set goes for a whopping $20,000, the price is right for the target customer, as the BMW i8 starts at $135,700. Aprice like that kind of makes that luggage set seem like a drop in the bucket.

Not only does the luggage fit perfectly size-wise, but its design and appearance fits perfectly with BMW’s image:sleek, masculine, and high-quality. Turns out both the luggage and some parts of the car’s interior use carbon fiber, strong-yet-light composite material.

“This collaboration with BMW i epitomises our shared values of creativity, technological innovation and style,” said Patrick-Louis Vuitton, head of special orders at Louis Vuitton. “Our craftsmen have enjoyed the challenge of this very special project, using their ingenuity and attention to detail to create a truly made to measure set of luxury luggage. This is a pure expression of the art of travel.”

6) Genius & Spotify: “Behind the Lyrics”

You might guess that two companies like Spotify (a commercial music streaming service) and Genius (a huge, online collection of song lyrics and crowdsourced music knowledge) would go together like peas in a pod. Well, their recent co-branding effort didn’t disappoint.

Recently, they’ve been working together on a new set of collaborative Spotify playlists called “Behind the Lyrics.” These are pre-populated playliststhat show the lyrics of each song as it plays, followed bybriefback stories explainingwhy certain lyrics are the way they are.

Their first one, “Behind the Lyrics: Hip Hop,” was released in January 2016andlets users listen to artists like Drake, 2 Chainz, and Rihanna while learning where some of their lyrics come from.

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The lyrics facts themselves come from the crowdsourced music knowledge already on Genius.com, and the both teams did some extra work to get the functionality right and time the facts to the music.This is a great example of companies that operate in the same space — in this case, music — collaborating on a fun, interesting project.

(Note:Right now, this feature is only available on Spotify’s iPhone app, and desktop users can check it out on Genius’ website as long as they also have Spotify’s desktop app installed.)

Spotify has done a series of other, successful co-branding partnerships, including one with Uber to create “a soundtrack for your ride.”

7) BuzzFeed & Fur Baby Rescue

Some co-branding campaigns are more complicated than others. This example from BuzzFeed and Fur Baby Rescue is one of the simplest ones out there — and it goes to show a great co-branding effort doesn’t have to take months of planning or millions of dollars.

For this campaign, the folks at a rescue animal shelter called Fur Baby Rescuewanted to leverage BuzzFeed’s readership of over 200 million people. To do this, they partnered with the folks at BuzzFeedto set up and publishan article called, “We Gave Drunk Girls a Bunch of Puppies and There Were Lots of Tears,” which you can read here.The article isexactly what it sounds like: A few ladies had a few drinks, and then were surprised with adorable (and adoptable) puppies from Fur Baby Rescue.

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Image Credit: BuzzFeed

The article itself is sprinkled with links to Fur Baby Rescue’s website. Not to mention, the content makes it clear that the puppies featured in the video are, in fact, adoptable — thanks to lines like, “UGH AND THEY ARE ALL ADOPTABLE TOO” and GIFs like the one below.

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Image Credit: BuzzFeed

8) Alexander Wang & H&M

Anyone who’s designer-conscious knows Alexander Wang and H&M aren’t exactly the same caliber when it comes to quality. Shoes byAlexander Wang tend to go for around $350a pair, whereas shoes sold by H&M tend to go for more like $35 a pair. See what I mean?

But that discrepancy in pricing is exactly why the two brands decided to partner with one another. To support their brand positioning as trendy and fashionable, H&M has traditionally paired with high-end fashion brands to offer exclusive branded items for a limited time.

In exchange, those high-end brands — like Alexander Wang — can expose theirbrand name to “a new generation of potential consumers, who will increasingly aspire to owning more pieces from his high end collection,” writes Michelle Greenwald forForbes.

8 Examples Of Successful Co-Branding Partnerships (And Why They're So Great) | 10 Forward | Content | Digital | Social | Marketing (10)

Image Credit: Snobette

Which co-branding partnerships are your favorites? Share them with us in the comments.



8 Examples Of Successful Co-Branding Partnerships (And Why They're So Great) | 10 Forward | Content | Digital | Social | Marketing (11)

8 Examples Of Successful Co-Branding Partnerships (And Why They're So Great) | 10 Forward | Content | Digital | Social | Marketing (2024)

FAQs

What are some examples of product brands that have had successful partnerships? ›

12 of the Best Brand Collaborations
  • Cheetos and Forever 21.
  • Lego and Stranger Things.
  • McDonald's and Burger King.
  • Vans and Harry Potter.
  • Kentucky Fried Chicken and Cheetos.
  • Sharpie and Nike.
  • Doritos and Taco Bell.
  • American Eagle and Lil Wayne.
Nov 21, 2022

What makes co-branding partnership successful? ›

The key to successful co-branding is to make it beneficial to both partners. Both partners need to have something to gain and need to be able to provide some value to each other. Brand partnerships need to be a win-win for both parties involved.

What is co-branding and give an example of co-branding you have seen? ›

Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind. Example of co-branding - Citibank co-branded with MTV to launch a co-branded debit card.

What are 3 well known partnership businesses? ›

Partnership Business Examples: Everything You Need to Know
  • Red Bull & GoPro.
  • Sherwin-Williams & Pottery Barn.
  • West Elm & Casper.
  • Dr. Pepper & Bonne Belle.
  • Louis Vuitton & BMW.
  • Spotify & Uber.

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 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 is the 3 example of partnership? ›

The three different types of partnership are: General partnership. Limited partnership. Limited liability partnerships.

What are examples of famous partnerships? ›

5 famous partnerships
  • The Wright brothers gave us all wings. ...
  • James Watson and Francis Crick illuminated the structure of life. ...
  • John Lennon and Paul McCartney held our hands. ...
  • Larry Page and Sergey Brin brought the internet to our fingertips. ...
  • Ben Cohen and Jerry Greenfield made life taste a little sweeter.

What are the key elements of a successful partnership? ›

Effective, long-term partnerships require not just frequent communication but honesty and transparency. In fact, communication is often named as one of the most crucial factors in successful partnerships.

What factors make a successful partnership between two peoples? ›

Some partners seem to have been made for each other.
...
If you're thinking about seeking a partner to join your business, be sure to consider these factors:
  • Vision. ...
  • Temperament. ...
  • Complementary skill sets. ...
  • Nonoverlapping networks. ...
  • Experience.
May 16, 2019

What are the key factors for developing successful partnerships *? ›

3 key success factors for your partnerships activities
  • Laying the right foundation with the right people. ...
  • Nailing down risks and accountability. ...
  • Building transparency and trust.
Oct 6, 2020

What is co-branding digital marketing? ›

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. Co-branding can boost the reputation of two or more brands, depending on the strategy employed.

What is a co-branding partnership? ›

What is co-branding? Co-branding is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too.

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 are the 5 types of partnership? ›

Here are five types of business partnerships with useful information about each:
  • General partnership. ...
  • Limited partnership. ...
  • Limited liability partnerships. ...
  • Public private partnerships. ...
  • Limited liability limited partnerships.
Jul 11, 2022

What are 2 examples of partnership business? ›

Common partnership business examples include law firms, physician groups, real estate investment firms and accounting groups. By comparison, a sole proprietorship puts all of those responsibilities on one person, while a corporation operates as its own legal entity, separate from the individuals who own it.

What branding strategy does Starbucks use? ›

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.

What brand partnerships does Starbucks have? ›

Strategic partnerships and acquisitions with Evolution Fresh, La Boulange, Teavana, Danone, and Green Mountain Coffee Roasters have allowed Starbucks to penetrate highly lucrative international markets. The products are centered on health conscious consumers.

How is Starbucks and Spotify a partnership? ›

Starbucks Coffee has announced a partnership with Spotify that would give 10 million My Starbucks Rewards members at any of 7,500 Starbucks company-operated stores in the U.S. the ability to identify music playing in the store, save and listen to Starbucks-curated songs through the Starbucks Mobile App.

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.

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 are the 6 elements of branding? ›

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

What are the 4 types of partnership? ›

There are four types of business partnerships:
  • LLC partnership (also known as a multi-member LLC)
  • Limited liability partnership (LLP)
  • Limited partnership (LP)
  • General partnership (GP)
Sep 18, 2019

What are the 10 kinds of partners? ›

They are as working partner, sleeping partner, nominal partner, partner by estoppel, limited partner, secret partner, partner by holding out, sub-partner, partner in profit. They are briefly explained below.

What are the 5 importance of partnership? ›

Some of the advantages of partnership include the chance to bridge the gap in expertise and knowledge, the potential for more cash, a reduction in costs, more business opportunities, a better work-life balance, moral support, a new perspective, and potential tax benefits.

Is Starbucks a partnership business? ›

Starbucks is a corporation. This is because it's a legal entity separate from its owners with the power to conduct business and own property.

What are some examples the most common types of partnership marketing? ›

Here are the most common forms of partner marketing and what they look like in practice.
  • Affiliate marketing and ambassador programs. ...
  • Distribution partnerships. ...
  • Referral partnerships. ...
  • Loyalty programs. ...
  • Sponsorships. ...
  • Licensing. ...
  • Co-branding and affinity marketing. ...
  • Joint ventures.
Nov 8, 2022

Who is Spotify partnered with? ›

Spotify and Samsung expand their partnership in 2022, with more pre-installs, integrations and free trials | TechCrunch.

What famous company is a partnership? ›

Co-Branding Partnership Business Examples
  • GoPro & Red Bull.
  • Rachel Comey, Victor Glemaud, Sandy Liang, Nili Lotan & Target.
  • Joybird & Sherwin-Williams.
  • Casper & West Elm.
  • Kanye & Adidas.
  • BMW & Louis Vuitton.
  • Starbucks & Spotify.
  • Apple & Mastercard.
Aug 18, 2022

What are brand to brand partnerships? ›

Brand to brand partnerships leverage the relationship between two non-competing brands to gain exposure to an increased customer base and greater reach through social media competitions, on-site placements, newsletter features, or co-branded products.

What are the most common partnerships? ›

There are two common kinds of partnerships: limited partnerships (LP) and limited liability partnerships (LLP). Limited partnerships have only one general partner with unlimited liability, and all other partners have limited liability.

Does Target and Starbucks have a partnership? ›

Target and Starbucks are partnering to offer this convenience of freshly prepared Starbucks Café favorites through a curbside order pickup, marking yet another way we are energizing — and easing — the shopping experience.

Why did Nestle partner with Starbucks? ›

SEATTLE – Starbucks today announced it plans to sell the Seattle's Best Coffee brand to Nestlé, with which the company established the Global Coffee Alliance in 2018. This transaction will further strengthen the Global Coffee Alliance by allowing both companies to focus on their core strengths.

What are co-branding strategies? ›

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 are the benefits of brand partnerships? ›

Partnership marketing delivers several key benefits, including increased revenue, brand awareness, and customer retention, among others. But perhaps more importantly, partnership marketing is a necessary new avenue of growth as older, established methods become less efficient.

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