10 Examples of Successful Co-Branding Partnerships (And Why They’re So Great)

10 Examples of Successful Co-Branding Partnerships (And Why They’re So Great)

In fact, these brands still create new co-branded products to this day. Co-branding is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too. There are a ton of great examples of co-branding partnerships out there -- too many to list in one post. 10 Examples of Great Co-Branding Partnerships 1) GoPro & Red Bull: "Stratos" GoPro doesn't just sell portable cameras, and Red Bull doesn't just sell energy drinks. These shared values make them a perfect pairing for co-branding campaigns, especially those surrounding action sports. To make the partnership work, GoPro equips athletes and adventurers from around the world with the tools and funding to capture things like races, stunts, and action sport events on video -- from the athlete's perspective. If you focus on Louis Vuitton's signature luggage lines, they're both in the business of travel. Although the four-piece luggage set goes for a whopping $20,000, the price is right for the target customer, as the BMW i8 starts at $135,700. And they might be more interested in picking Uber and Spotify over competitors knowing they can enjoy their next ride listening to their favorite tunes. You might be wondering, "What do "Star Wars" and makeup have in common?"

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Who else loved baking brownies when they were a kid? My favorite part was drizzling the chocolate syrup on top as a finishing touch.

As it turns out, one of my beloved childhood memories was a product of co-branding: Betty Crocker partnered with Hershey’s to include chocolate syrup in its signature brownie recipe.

There’s something brilliant about that co-branded product: It’s a fun way to marry two classic brands into one delicious experience for fans of baking and chocolate alike. In fact, these brands still create new co-branded products to this day.

Co-branding is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too. Co-branding can be an effective way to build business, boost awareness, and break into new markets, and for a partnership to truly work, it has to be a win-win for all players in the game. Both audiences need to find value — like chocolate-loving fans of Betty Crocker and Hershey’s.

There are a ton of great examples of co-branding partnerships out there — too many to list in one post. Below, we’ve curated a list of 10 examples of great co-branding partnerships to inspire you.

10 Examples of Great Co-Branding Partnerships

1) GoPro & Red Bull: “Stratos”

GoPro doesn’t just sell portable cameras, and Red Bull doesn’t just sell energy drinks. Instead, both have established themselves as lifestyle brands — in particular, a lifestyle that’s action-packed, adventurous, fearless, and usually pretty extreme. These shared values make them a perfect pairing for co-branding campaigns, especially those surrounding action sports.

To make the partnership work, GoPro equips athletes and adventurers from around the world with the tools and funding to capture things like races, stunts, and action sport events on video — from the athlete’s perspective. At the same time, Red Bull uses its experience and reputation to run and sponsor these events.

“GoPro camera technology is allowing us to complement the programming by delivering new athlete perspectives that have never been seen before,” said Sean Eggert, Red Bull’s director of sports marketing. The collaboration allows exclusive GoPro content to enhance both companies’ growth.

While GoPro and Red Bull have collaborated on many events and projects together, perhaps the biggest collaboration stunt they’ve done was “Stratos,” in which Felix Baumgartner jumped from a space pod more than 24 miles above Earth’s surface with a GoPro strapped to his person. Not only did Baumgartner set three world records that day, but he also embodied the value of reimagining human potential that define both GoPro and Red Bull.

2) Pottery Barn & Sherwin-Williams: Color Your Room

One of the biggest benefits of co-branding campaigns is the opportunity to expose your product or service to a brand new audience. That’s exactly what home furnishing store Pottery Barn and paint company Sherwin-Williams did when they partnered together back in 2013.

Together, the two brands created an exclusive product line of paints, and then added a new section of Pottery Barn’s website that helped customers easily select paint colors to complement their furniture choices.

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Customers could coordinate paint colors with picture-perfect Pottery Barn furniture for a mutually beneficial partnership — and style assistance for both brands’ customers to boot. “Paint Landing,” Pottery Barn’s landing page for the partnership, contains helpful blog posts and how-to ideas for do-it-yourself painting and decorating.

3) Casper & West Elm: Test a Casper Mattress

You may have already heard of Casper — it’s an online mattress and bedding brand that sells mattresses in a box.

Casper mattress unboxing videos like this one have become a hit on YouTube, but despite the brand’s 100-day return policy, some shoppers might still be hesitant to buy a mattress without getting the chance to roll around in it first.

Enter West Elm, a high-end furniture company. Casper and West Elm partnered so shoppers could try out the comfy mattress before purchasing — and so West Elm could advertise its chic bedroom furniture.

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This is another example of a mutually beneficial co-branding partnership. It helps both brands appeal to a broader group of shoppers — after all, Casper doesn’t sell furniture, and West Elm doesn’t sell mattresses. It also provides shoppers with options — to try a mattress before buying, or to feel what it would be like sleeping in a bed frame.

4) Bonne Belle & Dr. Pepper: Flavored Lip Balm

Dr. Pepper-flavored lip balm. I mean, it’s genius.

Bonne Belle first debuted Lip Smacker, the world’s first flavored lip balm, in 1973, starting with flavors like strawberry, lemon, and green apple. Just two years later in 1975, they’d forged their first flavor partnership with the timeless Dr. Pepper brand. The result? A lip balm flavor that’s been famous for decades among teenage girls.

If you’re thinking the connection between lip balm and Dr. Pepper is…

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