A shampoo and a beer empower each other
Co-branding: How brands realise image and visibility effects through cooperation.
The hair care brand Guhl Ikebana Cosmetics B.V. is co-operating with the Cologne beer brand Cölner Hofbräu FRÜH | Familienbrauerei & Gastronomie and is currently launching a limited edition of Guhl's beer shampoo with Früh Kölsch.
Objectives of the edition & campaign*:
👉 Make the Guhl brand more emotionally relevant
👉 bring it closer to the consumer's world
👉 Make it more interesting for a younger target group
The agency David+Martin developed an AI-generated video for the social channels: a shampoo hot air balloon showers Cologne Cathedral with beer foam.
Co-branding - done well - has many OPPORTUNITIES
👍 increased visibility for both brands
👍 Entry into new markets and segments
👍 Image and trust effects of one brand on the other
👍 New, unique offers through combined expertise and resources
👍 Efficiency through shared costs for R&D and marketing
👍 Customer loyalty through the creation of brand experiences
👉 Incidentally, 71% of consumers think it is good when brands work together to create unique products IF the brands fit together**.
This brings us to the RISKS
☝ Dilution of brand identities
☝ Possible irritation and negative associations if the brands' values and target groups do not match
☝ possibly complex processes, as both parties have to come to an agreement
All in all, an exciting marketing tool to further develop a brand, boost it and generate attention.
It is a traditional belief that beer and its natural ingredients can be used to care for hair, so a beer brand is a logical co-branding partner for a shampoo brand.
The quirky AI video could go viral and attract more attention. These new "fake" campaigns will increasingly characterise our AI-influenced marketing world.
What do you think, will it go viral?
Will you buy the beer shampoo?
What do you think the image effect will be for Guhl & Früh?
What other co-brandings can you think of?
LinkedIn Post: 16.02.2024 by Christina Rüter