‘A moment of revelry’: Why brands are joining forces to ‘move the needle’
There has been a spate of collaborations in recent months as brands look to raise awareness and grow affinity by reaching consumers in unexpected places.
From Oreo flavoured Coca-Cola and Hellmann’s mayonnaise aftershave to Gymshark cereal and Fanta’s tie-up on the new Beetlejuice movie – cross-category brand pairings have been popping up everywhere. While it might seem like a bit of summer fun, these seemingly unexpected tie-ups can often form part of a broader brand strategy.
One brand mix that may seem particularly out of the blue is Gymshark’s partnership with disruptor cereal brand, Surreal.
As a smaller startup, the partnership allows Surreal to reach a wider audience, its co-founder Kit Gammell says. “A lot of our marketing asks how do we bring Surreal on the radar to then be able to communicate our benefits. The collaboration with Gymshark is perfect for that because Gymshark has huge household awareness.”
