it could kill it or kill the brand | Collaboration Forum | Clorofile
Clorofile Collaboration
Collaboration
Forum Collaboration

it could kill it or kill the brand

N
satu bulan yang lalu
Tim Horton x Justin Bieber's interesting case. Timoebs launch September 2021, sold out in the first day. limited merch and special menu items are exhausted. short- term, that's a clear success story.

Starbucks x Nestle licensing deal at 2018 is $7.15 billion. It's not a small colllab, it's literally selling the Starbucks right to distribution products on the review channel to Nestle.

But there's a flop too. The non-genius connection is either coffee culture or the overactive cash grab is often the object of jokes. The brand perception would go down if the collabber felt forced.

The question: in Indonesia, is the celebration collab coffee genuely works or more into vanity metrics?
558 6 0
6 Replies
U
satu bulan yang lalu
there's a significant difference between a celebrity endorsement and a celebrity brand. the endorsement's name is on someone else's product. the celebrity brand has a genuine creative control of the celebrate. the second is more difficult but also ricky if the celebrity is troubled.
L
satu bulan yang lalu
Bieber and Tim Horton are working closely because there's a Canadian nostalgic narrative. Bieber Canadian, Team Hortons Canadian icon. It makes sense. If you're forced into an unnatural context, it's different.
M
satu bulan yang lalu
in Indonesia there are some artists or athlete who launch their own "coffee business." Some not bad, because the loyal fanbase is convert to customer. But the ability depends on whether there's a genuine quality behind the name.
E
satu bulan yang lalu
the fanbase i'm watching: the artist bought once because of his artistic support. repeat purchase requires a product that is genetically worth it. so the celebrity name could drive a trial, but the retention must be of quality.
E
satu bulan yang lalu
underestimated risk: if the celebrity is in controversy, the associated brand is hit. the brand of coffee that wants to colllab the same celebrity must be conditioned reputational risk seriously.
R
satu bulan yang lalu
from a coffee technical perspective: there was once a copy of "coffee brand" that was in the coffee, which was just plain, commodity blends. the name of the celebrity is fine, but if you want to penetrate the specialty market, product should be really special.

Write a Reply

Login first to reply.

© 2026 CLOROFILE, PT Clorofile Tangguh Perkasa. All rights reserved.

Create New Post

Silakan login terlebih dahulu untuk membuat post.

Unsaved Writing

You have unsaved writing. Save it as a draft before closing?

Member Info

Loading member info...

Sign In to Clorofile Forum