Did you know Android 4.4 KitKat owes its existence to the collab between Google & Nestle? The brand collaboration strategy behind Google x Nestle was to create a unique and fun promotion that would generate buzz for both brands. Both brands heavily promoted this on social media. If you, too, were in line to get your Android-printed KitKat chocolate bars, then you know how influencing brand collaborations can be.
It may come as a surprise to many that the first ever brand collab dates back to 1900s. In the 1900s, André Michelin published the first edition of the “Michelin Guide,” a guidebook for French motorists that included maps, information on local attractions, and recommendations for restaurants and hotels. To promote the guidebook, Michelin created a series of posters featuring the “Michelin Man” (a character made of tires) placed in prominent locations throughout France. The instant hit of the posters marked the collaboration between Michelin and the French restaurant and hotel guidebook publisher André Michelin a success.
Why do you need a brand collaboration strategy?
Collabosarus reports that brand collaborations are 25x cheaper than digital advertising. And, if this has yet to convince you, look at a few more points that will persuade you to include a brand collaboration strategy in your upcoming marketing campaign.
- Invite Publicity and Build Buzz
- Grab attention and increase brand excitement
- Reach new potential customers through cross-promotion
- Increase sales and audience base
- Grow your social media community and followers
Top 5 Brand Collaboration Strategies
Vans x Harry Potter
Vans introduced their exclusive and limited edition Harry Potter Vans for all the Potter Heads. Fans are most crazy about their love for the different houses, catering to which Vans did a great job mixing different shoe styles with the houses. Capitalizing on the popularity of the books and the fans’ sentiments, Vans launched HP merchandise, including bag packs, shoes, and jackets, out of which the shoes were the biggest hit. The collection featured “four exclusive colorways in Vans’ classic silhouettes—an Sk8-Hi for Gryffindor, an Era for Slytherin, Authentic for Ravenclaw, and the Classic Slip-On for Hufflepuff. To round out the footwear offering, the collection includes a ComfyCush Era themed around the wizarding newspaper, The Daily Prophet, in an all-over newsprint graphic.”
The strategy was to draw the fandom of the two famous and successful brands together to attract traffic. And, the reason why people loved it was they were getting two good things in one – their comfortable Vans shoes embossed in the design of their favorite house. (And the fact that it was a limited edition made boasting about those feel better!) So, it was a low-risk and good profit purchase for them.
Taco Bell x Doritos
If a match was made in heaven, it would be this collab. I mean, who doesn’t like Doritos and Taco Bell? Bringing them together was a smart move. It’s the perfect combo for snack lovers.
Taco Bell and Doritos knew how to bring together two iconic brands to create something epic. The limited-edition Taco Bell x Doritos collab is like the ultimate munchie food, perfect for late-night cravings or a quick snack on the go.
The strategy was to draw in both brands’ fans, and it worked. People loved it because they got two good things in one – the deliciousness of Taco Bell with the crunch of Doritos. And let’s be honest, who doesn’t love a limited edition collab? It’s like a badge of honor to rock those flavors, and you know you’re part of an exclusive club.
The massive triumph of Doritos Locos Taco is another example of how co-branding can increase both brands’ reach and sales. The campaign was successful because Taco Bell and Frito Lay promoted Doritos Locos Taco by wrapping tacos in traditional Doritos bags. This reflected the co-brand partnership and appealed to the audiences of both brands.
Lego x Stranger Things
For all the fans wanting to visit the upside down, Lego launched the Stranger Things-inspired model for you to turn your fantasies into reality. For people who desperately wanted to play Dungeon & Dragons with Mike and friends, for those who wanted to sing “Dusty bun and Suzie Poo’s” iconic song, and for those who just grew to love Steve, Lego launched their Stranger Things model – it was not the same, but it was something right. It came with prominent character miniatures and replicas of many iconic scenes, including the blinking lights scene where Joyce and Will tried to communicate with each other using alphabets and flickering lights.
The brand collaboration strategy behind Lego x Stranger Things was to combine the nostalgic appeal of the hit Netflix series with the beloved toy brand’s building experience. The partnership was designed to bring the iconic moments and characters of the show to life in Lego form and provide fans with an immersive building experience. And it was an instant hit and even was one of the best sellers from the brand.
Louis Vuitton x Supreme
Luxury met streetwear aesthetic with the Louis Vuitton x Supreme collaboration. It left the internet in splits with crazy yet premium designs. Generally, luxury brands are associated with a more chic, elegant, and refined design. Whereas streetwear is supposed to be cheaper. The general rule of thumb is a tuxedo cannot cost more than a denim jacket. The Louis Vuitton x Supreme collab totally shook up the luxury fashion game with their sick street-inspired designs, and everybody went crazy for it. They smashed it by blending LV’s high-end vibes with Supreme’s streetwear style, creating a dope collection lit by luxury and streetwear crowds. The collection included various articles of clothing and accessories in red and white, denim, camo print, and monogram logos, and those eager to get their hands on it camped outside stores in different locations worldwide.
The strategy behind the Louis Vuitton x Supreme collaboration was to combine the iconic luxury of Louis Vuitton with the streetwear style of Supreme. The partnership was designed to create a unique, limited-edition collection that would appeal to luxury and streetwear consumers. The collaboration involved several elements such as cross-promotion, limited edition stock, the brand fusion of two iconic fashion brands, and the fact that it was priced at a premium, making it a luxury and exclusive collection.
The collaboration was successful because it brought together two highly respected and coveted brands from different industries. The collab created a unique and highly sought-after collection that appealed to luxury and streetwear consumers by fusing luxury and streetwear styles. The collection’s limited edition and high price point created a sense of exclusivity and urgency among fans, contributing to its success. The collaboration was well-promoted and designed to generate buzz and awareness among the target audience, helping to drive sales and revenue for both brands.
Nike x Sharpie
The Nike x Sharpie collab was straight fire, mixing Sharpie’s boldness with Nike’s fresh kicks. It was a collab made in sneakerhead heaven! This limited-edition collection was about creativity, allowing sneakerheads to unleash their inner artist with Sharpie designs on their Nikes. The possibilities were endless, from customizing the iconic swoosh to doodling all over the sneakers. This was started for LeBron James’s initiative that encouraged athletes to be recognized for more than the sport they played. James wore the Air Force 1 to show his support for the cause and in response to Laura Ingraham’s “Shut up and dribble” remarks.
Nike and Sharpie came together to create a collection about self-expression and individuality. The partnership was designed to appeal to a younger, more creative audience, focusing on promoting individuality and self-expression through fashion. The brand collaboration strategy concentrates on customization and creativity, encouraging sneakerheads to make their kicks unique to their personal style.
The Nike x Sharpie collab was a significant success, with sneakerheads lining up around the block to cop a pair. The limited-edition stock and customization options created a sense of exclusivity and urgency among fans, making it a must-have for collectors and enthusiasts. Nike and Sharpie leveraged social media and influencer marketing to generate hype and buzz around the collab, reaching their target audience and driving sales. Overall, the collab was a win-win for both brands, with Nike and Sharpie solidifying their positions as innovators in the sneaker and art industries.
McDonald’s x Coca-Cola
Saving the best for the last, we have the McDonald’s & Coca-Cola tie-up, the biggest, most famous, and longest running brand collaboration in the history.
The McDonald’s x Coca-Cola collaboration was a combination in fast food heaven, combining the world’s most famous burger chain with the world’s most recognized soft drink brand. The partnership brings together two of his brands that have become synonymous with American culture, adding a fresh twist to the fast food experience.
The limited-edition collection features Coca-Cola-inspired McDonald’s mugs, glasses, and apparel, capturing people’s nostalgia and love for both brands. This collaboration goes beyond just selling products. It was about unlocking people’s emotional connection to these brands, creating a sense of togetherness and a shared experience.
The McDonald’s and Coca-Cola collaboration was a massive hit with consumers as it increased traffic to McDonald’s restaurants and boosted Coca-Cola sales. The partnership harnessed the power of branding and cross-promotion to reach new audiences and foster collaboration.
The McDonald’s and Coca-Cola collaboration has been a successful and profitable partnership, proving that brands can work together to create something special and unique. The limited-edition merchandise conveyed a sense of exclusivity and urgency, with fans clamoring to get their hands on the merchandise before it sold out. The two brands also used social media and influencer marketing to showcase their collaboration and create excitement by building a community around their partnership.
The bottom line is brand collaborations are a great way to generate buzz, increase brand excitement, reach potential customers through cross-promotion, increase sales, and grow social media communities. It is an excellent way that benefits both the brands involved. So, go ahead and involve some mind-boggling brand collaboration strategies in your upcoming marketing campaign.
