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Puromarketing Co-Branding Fever: Why brands have delivered to collaborate with each other to launch products

Puromarketing Co-Branding Fever: Why brands have delivered to collaborate with each other to launch products

The K-Pop is a global success, thanks to a very careful image and a very well measured marketing strategy.His audience has been increasing year after year and its cultural impact has also done so, so it is not surprising that their stars are increasingly sought after when doing brand actions.The last company that has used the K-Pop stars to position itself has been McDonald's and the action has become a success for the Fast-Food giant.

The action is in collaboration with the BTS group and the BTS Meal includes the favorite products of the group members and the sauces that are usually served in South Korea.Of course, the menu is also an excuse to launch a thematic merchandising collection.Although at the moment it has been launched only in some countries (and it will not be a global offer, but in selected markets), the product is already a success.

In Malaysia he sold out in one day and in the United States it is already possibly the most successful collaboration that the fast food chain has made.In the first week in restaurants, the traffic that led to stores was superior than the one who achieved its most successful previous collaboration with a famous.Visits to restaurants rose that week by 12%.

The interesting thing about this story is not only that it works as a confirmation of the pull that the K-Pop has and how it has settled as a global claim, but also of how collaborations have strengthened as the key to connect with increasing consumers.For McDonald's, as they remember in Insider, co-branding actions have become the catwalk to reconnect with consumers of generation Z, a group they had to reconquer, and to position themselves as a base element for trends in Tiktok.

PuroMarketing La fiebre del co-branding: por qué las marcas se han entregado a colaborar unas con otras para lanzar productos

However, McDonald's is simply one of the many companies that are trying to position themselves in the market using other brands and their teachers.The collaboration between brands has settled as a very profitable business, both at the income level and the increase in brand recognition and engagement.

The power of collaboration

Brand alliances have been strengthened as an unquestionable piece in marketing strategy, as they point out in a maker analysis.Co-Branding actions are increasingly common and also have more and more pull.

In general, two types of agreements are taking place.On the one hand, there are collaborations between food brands with brands from other market niches.On the other, there are those that unite brands of any niche with celebrities with high pull and recognizable personal marks.

Supreme, the fashion brand, has already made multiple co-branding actions, such as one with Oreo that launched cookies with its corporate colors and that sold out in record time (and became reluctant to 91.000 dollars).It's not the only one.Row launched a chupa chups capsule collection, Cheetos star.

Almost all these collaborations achieved what is expected of them.As they point out in Marker, the key is to increase brand recognition, hype in social networks and fast sales.It is a kind of catwalk to make brands again and, above all, to reach key niches.

Of course, like all the things that become fashionable, at some point they will reach their maximum pull before collapsing in the desencento well.Brand co-braking could be just about to enter that first point, the maximum pull.Brands should be able to take advantage of it before burning.