Two Heads are Better than One: The Power of Co-Branding

Building brand awareness has always been a vital step to commercial success for any business. Regardless of what you’re selling or who your target demographic is, a successful campaign is always a necessity in the oversaturated world of consumerism, and one that can provide a valuable foothold.

While one brand may be achieving this alone, two voices will always reach more people. That’s why a number of companies team up to use their collective influence and reputation to not only benefit their buyers, but to benefit one another as well.

Here are just some impressive and innovative examples of co-branding strategy.

Nokia & Aston Martin


In 2006, luxury car brand Aston Martin teamed up with Swedish phone manufacturer Nokia to create a special edition collaboration. The brands released the sleek Nokia 8800 mobile phone, with all the functionality that consumers expected from Nokia and all the style they expected from Aston Martin.

The device featured a stainless steel slider case, with the car manufacturer’s logo etched in, along with branded wallpaper, screensavers and ring tones composed by Ryuichi Sakamoto. Only 250 were ever made, selling at a hefty price of £940. They have since become major collector’s items.

Nike & Apple


The iPhone offers fitness fanatics a range of apps and features to help them stay motivated, entertained and up to date while exercising. It therefore only made sense for them to seek out sports giant Nike to present active individuals with an engaging new product.

The Sports Kit combined exercise and music, via a wireless system that was attached or embedded into a shoe. This would then track and record the pace and distance of a walk, run or jog. This information would then be communicated to an iPod or iPhone device through iTunes software. In 2010, the Nike+ Running app stepped it up a gear, requiring no separate shoe sensor.

Rational Group**** & Cancer Research UK


A year ago, operator of PokerStars and Full Tilt Poker, The Rational Group offered their programming expertise to the Cancer Research UK charity. Along with Amazon, Facebook and Google, the companies developed a game app, which would entertain players whilst also helping to find life-saving cancer cures.

What they came up with was the Play to Cure: Genes in Space app. The game places players in a space setting and presents them with missions based on real genetic patterns from cancer sufferers. The information is then sent back to scientists, who can analyse the data and use it in the vital battle against the disease. Whilst forging a path through space, players are helping forge a path to a cure.

Fiat & Mattel


When Barbie hit her milestone 50th year, Mattel decided to mark the occasion with a decidedly unique celebration. Fiat presented her with a polish pink Fiat 500, complete with a retro car cover, pink upholstery, a range of accessories and even lip gloss in the glove compartment.

Fiat called it “a fashionista car but quite tongue-in-cheek and with lots of charm: just like Barbie herself.” The Barbie-dedicated model was presented at the iconic character’s party in Milan. The car continued to appear in various global celebrations, with a special-edition Fiat 500 being released in toy format for the doll as well.

Featured Opportunities

Related Stories