Co Branding Does it Work? Kelloggs recently came out with a new peanut butter cereal but ran into the wall when concluding their name alone was not going to be enough to sell their new cereal.
What do big brands do in a case like this?
Generate a deal with another complimentary brand!
In Kellogg’s case, saving the peanut butter cereal by combining brand strength with Jiff was a logical choice. The happy-brand-couple receives dual exposure and the kids in the cereal isle become extra bouncy at the sight of the delicious complex.
Licensing agreements are an old trick in the great book of marketing do’s and don’ts. This year especially, many big-box food production companies have been studying the co-branding marketing strategy page for ways to boost their product and break away from their competitors.
The drawback when implementing this co-marketing is shared control as one relies equally on the other guy to be part of a brand empowering partnership. Yet, the positive facet to this situation, launching the product is much quicker because marketers aren’t building a brand from scratch.
Here is where the mixed brands get interesting:
Jelly Belly + Tabasco Dark Chocolate.
These recognizable brands decided they would make a great food couple, a perfect pairing. I’m not quite sure all would agree with this combination, but I’m confident someone appreciates this.
Here are a few more examples of the duos I find are interesting.
Dial+Froyo Frozen Yogurt Cooling Body Wash: A hygiene product. Off the bat I’m thinking “delicious shower snack!” To some it might not be appealing, but then again many health forward beauty products use yogurt as a common ingredient. The idea has an appealing basis.
Taco Bell+Kraft Southwest Ranch: this combination sounds enticing. I have never tried it. Another point to consider would be that partnering up on this sauce, the brands equity, positive and negative, comes along with the creation of the duo product.