Co-Branding

Brands are each time more confronted with challenge of selling and gaining market share because of the endless choice and numerous product options. These brands have to rethink the traditional way to do business, which was to alter their core product or attract customers thanks to promotions or campaigns. One of the most visible alternatives and the well-known in the food industry is the co-branding.

It is simple to see why co-branding is so attractive. We take the most significant elements of the products of a brand and combine them with the best complementary brands to offer new goods and services. Building co-brand value increases awareness, meaningfulness of brands and elicitation of consumer feelings. And, we can find some examples in the ice cream market in France.

Magnum created an efficient online game in 2011 with a lot of brands such as Saab, Spotify, Dove (an “advergame”), in order to increase its leading position on the web compared with other ice cream brands. This successful game has been a way to communicate the new ice cream of Magnum while dealing with other brands.

If you want to try: here is the link! http://pleasurehunt.mymagnum.com/