Collaboration
colllab coffee with non-coffee brand would do? anyone ever?
R
starbucks x Spotify in 2015. Spotify give music curation to Starbucks, Starbucks love in- app credits to Spotify users. Both extends reach to each audience without a direct overlap.
On a smaller scale, there's coffee brand x fashion brand, coffee x skincare, coffee x book. What's interesting about this cross- catechism is that the audience gets really fresh, not the same audience that already knows us.
I've often seen fail: a colllab created only because of another brand's "big name," without sharing values or the general audience. The results were forced and there was nothing to fix.
On a smaller scale, there's coffee brand x fashion brand, coffee x skincare, coffee x book. What's interesting about this cross- catechism is that the audience gets really fresh, not the same audience that already knows us.
I've often seen fail: a colllab created only because of another brand's "big name," without sharing values or the general audience. The results were forced and there was nothing to fix.
6 Replies
