Co-branding Examples Between Different Industries Part One
What does not fit together can open up new sales channels as part of a sophisticated branding strategy. Here are some examples of co-branding between different industries.
Musician and Brand Manufacturer
Pop stars are sought-after advertising ambassadors for branded companies, especially for car manufacturers and beverage producers. For example, the collaboration between Bon Jovi and VW was very extensive.
The name of the American rock group was emblazoned on various Golf models. In return, the automobile company sponsored the band's tour. VW entered into similar collaborations with Genesis, Pink Floyd, and The Rolling Stones, among others.
The two big shower manufacturers also cooperated with musicians and designed limited star cans: Pepsi-Cola with Michael Jackson and Britney Spears, Coca-Cola with the Scorpions, Sting, Chris Rea, Peter Maffay, and others.
In contrast to the other forms of co-branding, this does not create a win-win situation in the best case either. A different approach takes effect here: the branded items benefit from the popularity of the musicians.
On the other hand, the artists may be able to increase their level of awareness, but if they are too close to the advertising industry, they have to reckon with a loss of image. Therefore, sponsoring is usually part of the strategy in these collaborations.
Luxury Brands and Consumer Goods
Luxury brands, for example, are generally not found in the supermarket, find their way there through appropriate co-branding partners and thus make themselves known to a broad target group. The luxury brands cooperate with beverage manufacturers with remarkable frequency: San Pellegrino already wore the unmistakable zigzag pattern from Missoni, Martini bottles were dressed in outfits from Dolce & Gabbana, and those from Coca-Cola were dressed by several designers such as Armani and Gianfranco Ferrè.
The French mineral water producer Evian has already had its glass bottles adorned by several designers, including Kenzo, Jean-Paul Gaultier, Christian Lacroix, Courrèges, and Virgil Abloh.
