With brands trying to outdo themselves, collaborations are becoming the new trend in celebrity marketing.
Brands are constantly finding creative ways to market themselves, like collaborating with other brands to develop unique products for the consumer. A majority of the time, these companies are related in a way that their products work well together, such as MasterCard and Apple Pay.
There are outcast brands that decide to partner with non-related companies to produce a new item for consumers. Here are examples of different brands coming together with celebrity support to help promote the product.
Coach teamed up with Disney to create purse lines. Because of this collaboration, coach took a youthful stand in the luxury goods category. With celebrities like Chloe Grace Moretz sporting a Felix the Cat purse or Chrissy Teigen with the Mickey kisslock bag, Disney was able to target an ‘adult’ demographic that most Disney goods do not. Coach and Disney also created “A Dark Fairy Tale” line that targeted the not-so-sweet side of princesses.
Clarisonic/Keith Haring Foundation
Artist Keith Haring’s artwork was featured on the skin care tool Clarisonic. This collaboration Clarisonic x Keith Haring raised awareness about AIDS by donating part of the proceeds. Haring passed away from AIDS and the co-founder of Clarisonic studied AIDS before he started Clarisonic. At the launch party for this collaboration, model Coco Rocha attended to promote the product.
Collaborations are becoming a hot marketing tool for brands. With the right celebrities, collaborations are huge successes. Here are brands that have recently announced upcoming collaborations:
Johnnie Walker/HBO’s Game of Thrones
HBO’s Game of Thrones has partnered with Johnnie Walker to create ‘White Walker’ Whiskey. The whiskey’s slogan, set to release Fall of 2018, is “Scotch is Coming” mimicking GOT’s infamous saying, “Winter is Coming”. Johnnie Walker’s target market is urban men from 25-35. Over 83% of GOT viewers are men, with 72% of those viewers in the age range of 18 to 29.
Johnnie Walker is hitting the right target market with this collaboration. Their celebrity should fit this demographic as well. The best option would be to find a Game of Thrones cast member to endorse the whiskey, or they should find a male celebrity, age 25-30 that is a GOT enthusiast to make this campaign an unparalleled success.
IKEA announced they will be collaborating with Adidas to create at-home fitness for busy women by naturally integrating sport and wellness into life at home. This is a new venture for both companies and could be a success. When it comes to marketing this collaboration, they need an athletic female, preferably a mother, to resonate with their target market.
When creating new products there are bound to be bumps along the way. Unexpected partnerships can cause friction among brands, however, this friction could work to their advantage because the product is not a ‘normal’ item consumers have seen before. Celebrities are willing to jump on board with these collaborations because they want to be the face of something new and unexpected.
photo credit: unconsciousentimentality via (Flickr)