"Cobranded collaborations are hot right now, and they are downright fun. Arguably the more surprising, outlandish, and shocking they are, the more viral they become. What brand doesn't dream of becoming part of a pop culture movement? In 2021 Pepsi and Peeps created a marshmallow-flavored soda with just 3,000 units. Crocs created a KFC shoe that looked like fried chicken, and it sold out in 30 minutes."
"The benefits of cobranded collaboration There are many benefits of doing a cobranded collaboration. Here are four: When a lesser-known brand collaborates with a larger brand, well-perceived brand or an "it-brand," the lesser-known brand is instantly legitimatized by association. The collaboration introduces your brand to a new audience through the other brand's marketing, allowing you to reach a larger audience than you would reach on your own."
Cobranded collaborations create surprising, outlandish products that can become viral and integrate brands into pop culture. Limited releases and novelty items have driven rapid sellouts and mainstream attention. Collaborations legitimize lesser-known brands through association with well-perceived or 'it' brands and introduce brands to new audiences via partner marketing. Surprising partnerships give audiences fresh excitement and increase viral potential. Campaign execution can range from simple co-branded social media giveaways to larger joint product efforts. Brands with physical products can also send items to aligned brands or influencers for social features, though collaborations entail specific operational and reputational pitfalls.
Read at Inc
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