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After seeing campaigns of co-marketing68 percent of consumers can make purchasing decisions.
In 2019, many brands were already collaborating with marketing.
54 percent of companies say that the co-marketing generates more than 20 percent of the company’s total revenue.
Brands today are betting on launching more products and joining collaborations with other firms, in order to win over current consumers. This is the case of Papa John’s, which partnered with Chlesie Lane Cosmetics, to create a “chorizo” color lipstick with a smoked flavor, which has gone viral in the digital world.
Today, consumers are more attracted to brands that are implementing new ideas in their products, That is why various strategies are implemented, such as the co-branding.
In the industry of marketing These types of strategies are called co-branding and refers to when two or more well-known brands establish a collaboration to launch a new product created jointly. With this, the collaborating companies hope to expand their reach, generate more profits and improve their image with their clients.
According to some news portals specialized in marketingthe cbranding was born in the 50s with a collaboration established between the French car brand Renault and Van Cleef and Arpels Jewelry, where it consisted of a new car model and the jewelry brand designed an exclusive steering wheel with precious stones.
Like this example, there are other well-known ones where brands from various industries come together in order to continue building customer loyalty around the world.
Papa Johns and Chlesie Lane Cosmetics
It is no secret to anyone that the beauty industry has changed and it has been modernized with the times we live in today.
Given this, the fast food chain Papa John’s joined with Chelsie Lane Cosmetics, to create a limited edition lipstick, but the peculiar thing is that it is “chorizo” in color.
The product, which has gone viral on social networks, is a lipstick with burnt orange tones and an intense red that imitate perfectly the true color of this popular sausage.
But, if the color wasn’t enough, the British cosmetic firm has added a paprika and smoked meat aroma, so the smell is very similar to that of chorizo.
According to Chlesie Lane Cosmetics, when applied to the lips, it generates a marbled effect that reproduces the texture of the chorizo.
“To celebrate the global launch of Papa John’s new sausage range, Chelsie Lane Cosmetics has exclusively created this lipstick,” explains the British firm on its website.
For his part, the Vice President of Marketing Papa John’s International, Jo Bundell, indicated that, “Generation Z loves to experiment with flavor, so we wanted to take that passion to another level and we have partnered with Chelsie Lane Cosmetics to create a Chorizo Style lipstick to delight beauty and pizza lovers everywhere.”
The brands explained that the lipstick is made with one hundred percent natural ingredients and has not been tested on animals, since the vegan wax has an authentic aroma of chorizo that provides a smoky and spicy touch to the lipstick.
Choriza May, star of the television program Drag Queen, has been the first to try the chorizo lipstick.
They are not the first brands that are joining co-branding to attract consumers, since there are currently firms such as Lego, Adidas and Gucci, among others that this year have presented collaboration projects.
Without a doubt, this type of marketing strategy has worked for the brand that has been in the market for more than 80 years in the success of each of its articles in the world. But that’s not all, if you follow a proper co-branding strategy and implement it correctly, your brand will be able to stand out among the countless ads and campaigns of the competition.