How co-branding works: 7 great examples

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1. What makes co-branding partnerships successful? “To be successful, the partnership must offer a unique value-add to customers (see: extra cheesy taco shells).” Consider the decades-long partnership of Shell, a Dutch petroleum company, and Legos, a Danish toy company. Shell benefitted from stamping its name on Legos’ toy sets, like race cars and gas pumps, while the Shell brand imbued the toys with authenticity. But this all came to a screeching halt in 2011, when environmental organization Greenpeace pointed out the dissonance of children playing with toys marked by a petroleum company that was drilling oil aggressively in the arctic and had a track record of questionable environmental practices. After a lengthy Greenpeace campaign, public outrage ensued, leading the companies to officially part ways. Yikes.

   In Co-branded content

2. What makes co-branding partnerships successful? “Not only that, brand partners must also have similar cultures, values and customer bases.” Consider the decades-long partnership of Shell, a Dutch petroleum company, and Legos, a Danish toy company. Shell benefitted from stamping its name on Legos’ toy sets, like race cars and gas pumps, while the Shell brand imbued the toys with authenticity. But this all came to a screeching halt in 2011, when environmental organization Greenpeace pointed out the dissonance of children playing with toys marked by a petroleum company that was drilling oil aggressively in the arctic and had a track record of questionable environmental practices. After a lengthy Greenpeace campaign, public outrage ensued, leading the companies to officially part ways. Yikes.

   In Co-branded content

3. What makes co-branding partnerships successful? “Co-branding is hardly so simple as slapping on another company’s name and calling it a day.” Consider the decades-long partnership of Shell, a Dutch petroleum company, and Legos, a Danish toy company. Shell benefitted from stamping its name on Legos’ toy sets, like race cars and gas pumps, while the Shell brand imbued the toys with authenticity. But this all came to a screeching halt in 2011, when environmental organization Greenpeace pointed out the dissonance of children playing with toys marked by a petroleum company that was drilling oil aggressively in the arctic and had a track record of questionable environmental practices. After a lengthy Greenpeace campaign, public outrage ensued, leading the companies to officially part ways. Yikes.

   In Co-branded content

4. Consider the decades-long partnership of Shell, a Dutch petroleum company, and Legos, a Danish toy company. Shell benefitted from stamping its name on Legos’ toy sets, like race cars and gas pumps, while the Shell brand imbued the toys with authenticity. But this all came to a screeching halt in 2011, when environmental organization Greenpeace pointed out the dissonance of children playing with toys marked by a petroleum company that was drilling oil aggressively in the arctic and had a track record of questionable environmental practices. After a lengthy Greenpeace campaign, public outrage ensued, leading the companies to officially part ways. Yikes. “Let this be a lesson to all: Shell and Legos were simply too unlike in their missions and values to work together successfully.” Even if the two companies do go together like Sandy and Danny in Grease, there are some important pitfalls to avoid. It’s essential that the goals of both companies are aligned, that they craft a transparent proposal outlining these goals, and that each partner has the internal resources and funds to bring the partnership to fruition. Nothing ruins a happy marriage like financial strain.

   In Co-branded content

5. Let this be a lesson to all: Shell and Legos were simply too unlike in their missions and values to work together successfully. “Even if the two companies do go together like Sandy and Danny in Grease, there are some important pitfalls to avoid. It’s essential that the goals of both companies are aligned, that they craft a transparent proposal outlining these goals, and that each partner has the internal resources and funds to bring the partnership to fruition.” So how do you find the mustard to your ketchup? Below, we’ve rounded up seven examples of successful co-branding partnerships and outlined what made them work.

   In Co-branded content