Big brands like Gucci don't necessarily
need to collaborate with other brands because they are already well-established. Yet, this doesn't stop them from partnering with others and reaching new target audiences.
There is a lot that marketers can learn from brands that collaborate together and do it
well. So, if you are in need of some inspiration for a new partnership or marketing campaign, then be sure to stick around.
Ready to find out which brands make a perfect pair? Let's do it:
1. Savanna collaborates with Nando's
If there is one thing that all South Africans absolutely
love, it is humour — and not just any ol' joke but
daai regte South African humour.
South Africans usually joke about serious or controversial issues because that's how they deal with certain situations. Now don't get it twisted — South Africans know when to be serious and when to take things with a pinch of salt.
Nando's is notorious for treading in areas where other brands never dream of dabbling in, and Savanna is also well known for taking chances with its adverts. So, what would these two brands do together?
Create magic, that's for sure!
In their recent advert called
The Legend of Chakalaka Norris Savanna Chilled Chilli, we are introduced to Chakalaka Norris. His punchline is just as tangy as he is: "
He's so spicy, he eats Nando's chicken in Savanna ads."
Why it works:
This ad truly has it all:
diversity,
inclusivity,
humour and a
captivating main character. This partnership works well because it directly talks about these social ideals that all South Africans appreciate.
Additionally, as the Rainbow nation, South Africans want to see content where there is strong representation —
especially among the younger generations such as Gen Z and Millenials.
2. Burger King partners with Tabasco
As with any other culture, South Africans have their own way of expressing themselves. Have you ever heard the saying, "It is not what you say — it is how you say it?" Well, in an advert by Burger King and Tabasco, there is a
big play on the words 'Shuuu!' and 'Sho'.
So, for those peeps that may not have South African context, 'shu' would be used when you are disappointed and 'sho' would be used when you are impressed.
In this advert,
Burger King and Tabasco come to the rescue after the main character did not have the best day. You know when you only have that
one chance to get your photo taken for your license — and it needs to be
perfect — but it rarely ever is? Well, at least you didn't sneeze, like in this ad ...
Why it works:Both of these brands have built a localised nostalgia with South African audiences and hence been integrated into the country's overarching culture. Having very cultural expressions being shown in the same scenes with these brands features a double-whammy win for creating relatable content.
This works because, in order to win over contemporary audiences in South Africa, brands need to be as relatable as possible. There is simply no better way to reach a South African than with local food favourites and their own lingo.
3. Disney+ collaborates with DStv
The
streaming wars are real! With countless options to choose from and endless binge-worthy content, the competition has never been this fierce.
DStv has been losing subscriptions as more people are moving over to streaming services — such as Netflix, Showmax, or Amazon Prime. And with all of these streaming services already available, how will a
new platform like Disney+ convince people to pay for its offering? Well, why not
bring these two platforms together?
Why it works:Many South Africans have been using DStv for a long time, which means it is already a familiar platform — but Disney+ is new in the game. Adding this service to something people already know makes it seem a lot less unfamiliar.
Consumers who have DStv will be getting three months free with Dinsey+, making their plus one anyone from Wonder Woman to one of the Kardashians — an idea portrayed in their ad.
The collaboration here works because the varying mediums complement each other — where one is trusted, another is new. Where one is the latest craze, another is the golden oldie. Their partnership will bring each of their own unique advantages to the table and benefit all involved — especially the viewer!
4. Aviation American Gin partners and Betty Buzz
If you are at all a fan of Hollywood power couples, then it is a definite yes that Ryan Reynolds and Blake Lively made that list. Both Ryan and Blake are well known for bickering online and joking around with each other. It's clear that they make the perfect match!
So, what is a good match with gin? Mixers, of course. So, just as Blake and Ryan are viewed as being a perfect couple, their products are also meant to be. And they use this to their advantage, as you can see in the caption below:
Why it works:This partnership works well because people already love Blake and Ryan as a couple; so them having products that go well together is something people are automatically drawn to. Consumers enjoy the story that comes
with the products, the celebrities themselves, as well as how both parties troll each other online. It shows that there is more to the offering than just two products that happened to pair up.
Being a power couple with products that complement each other and by adding humour, Blake and Ryan have definitely hit the jackpot.
5. OURA collaborates with Gucci
OURA is a ring that "monitors your sleep, heart rate, activity and temperature with
personalised insights." Its main focus is not necessarily on fashion but rather to provide its consumers with important information surrounding their health.
Gucci, on the other hand, is
all about luxury fashion (
add jazz hands here). So, what do you get when a fashion powerhouse partners with a health product? You guessed it — the
ultimate makeover!
Why it works:
People are becoming more aware of their mental and physical health, which means that a device that tracks your health is a
must-have for many.
On the other hand, people
love being fashionable and tipping their toes in the luxurious life … and this is
exactly what Gucci embodies. This means that when these two come together, you literally get the best of both worlds — you are keeping track of your health, all while looking amazing.
OURA now has a touch of gold from Gucci and it costs around
USD$950, which is R14 742 (
ouch, that is gonna leave a dent in your bank account) but it works because it ticks all the boxes.
This collaboration's success simply lies in the following: The fashionable has met the practical in a way that consumers have been looking for.
What are some other partnerships between brands that you absolutely loved and why? Be sure to let us know in the comments section below.
Speaking of fab brands, be sure to read all about these Four brands Gen Zers love.
*Image courtesy of Unsplash