Howdy, partner

Davis reports that brand collaborations can lead to fun, limited edition projects and fresh perspectives. A good brand partnership can result in greater recognition for both, increased productivity, and increased creative resources. As 'moment marketing' becomes the norm, more and more bra...

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Bibliographic Details
Published in:	Creative Review Vol. 42; no. 3; p. 116
Main Author:	Davis, Hazel
Format:	Trade Publication Article
Language:	English
Published:	London Centaur Media USA Inc. (A member of Centaur Plc Group) 01-06-2022
Subjects:	Brand management Brands Marketing Partnerships Public relations
Online Access:	Get full text
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Summary:	Davis reports that brand collaborations can lead to fun, limited edition projects and fresh perspectives. A good brand partnership can result in greater recognition for both, increased productivity, and increased creative resources. As 'moment marketing' becomes the norm, more and more brands are realizing the benefits of joining forces to make the most of the mood. There are some beautiful examples of brands joining forces, sometimes to capitalize on a PR moment, other times for the greater good. Burger King partnered with Robinhood cryptocurrency late last year, has done several collaborations with K-pop bands, and partnered with cult drama Stranger Things. In 2017 it leaned on its rivalry with McDonald's to do good by supporting its competitor with its charitable fundraising campaign for children with cancer in Argentina, encouraging its customers to 'go a day without a Whopper'.
ISSN:	0262-1037 2515-4621