How collective marketing can go wrong

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If demand for one product in a bundle outstrips supply

Mark Terry, managing director, Chevrolet UK, says: “Chevrolet’s current campaign features a variety of models in the same ad execution. If we were unable to supply one particular vehicle, we might have to drop that from the ads because we wouldn’t want to create appeal for a car that people couldn’t get.”

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If the brand values of multiple products don’t fit

Liz Tinlin, chief marketing officer at sustainability charity Start, says: “It is really dangerous for a company to think they can put something together when the brand values don’t quite fit. If you put Premier Inns, Whitbread Inns and Costa Coffee [all owned by Whitbread] together, for example, it would simply be confusing. You would risk alienating your core consumer group for one or other of the brands.”

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It dilutes an individual brand’s message

Roisin Donnelly, corporate marketing director and head of marketing in the UK for Procter & Gamble, says: “Putting multiple brands together could dilute the message, but where they have the same strategy and target, they work really well. You also need to have a compelling consumer story as part of the creative that brings things together.”
one this type of multibrand advertising.

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