Whether it’s Google and Luxottica, Spotify and Uber or Whittaker’s and Lewis Road Creamery, strategic partnerships and co-branding initiatives can be a good way to breathe some new life into both parties, increase distribution and, if you’re lucky, add some joy to the lives of consumers. And Kiwi fashion label I Love Ugly’s collaboration with global accessories brand Jansport is already paying dividends.
As Whittaker’s continues to show, co-branding initiatives can work brilliantly when the goals are aligned because both brands have motivation to help each other out. That makes sense when it’s in a similar category. But does it work for cars and clothing? Or is it a branding bridge too far?