A growing trend

The Super Bowl – ‘The Greatest Show on Earth’. Maybe. I will always prefer the real football, but with the halftime show (as well as this year’s pregnancy announcement), and ads that are almost as talked about as the game itself, it is always a spectacle.

Last week, partnerships the likes of Netflix x General Motors, Netflix x Michelob Ultra, and Molson Coors x DraftKings all joined forces for greater impact. Some hit the mark, others not so much.

Brand partnerships tend to bring out the unexpected with added personality that helps them stand out from the rest—not to mention splitting production costs and, in the case of the Super Bowl, a $7 million ad slot. Always a win in my book.

How should we think about brand partnerships?

Brands are like people. They humanise businesses and help them connect with people like they would with a friend. We can think of brand partnerships in a similar way. 

The best friendships are built on trust, authenticity, shared values, a shared sense of adventure and creativity, and a willingness to invest time and effort. So when it comes to brand partnerships, and whether they’re likely to deliver results, we should think along the same lines. 

several photos and other campaign collateral for brand partnership between corona and parley
Credit: Riccardo Rachello

Doing it right

For example, look at Nike x Apple, Parley x Corona, or Parley x Talisker – they all have a shared purpose and genuine connection. And let’s not forget about Amazon x Tide (P&G) with their Dash button for innovative and quick ordering. 

Another, is of course, Red Bull x Go Pro. Their fearless adventure came together in the most epic way with “Stratos” featuring Felix Baumgartner. If you somehow haven’t seen it, check it out, it’s insane.

Together, anything is possible

For as many great partnerships there are probably 5x more bad or failed ones, so it is important to get it right as people will call bullshit quicker than ever if there is not an authentic core.

Still, I’m excited to see what’s next as this trend continues. By leveraging each other’s strengths, brands can create innovative products, reach new customers, and offer unforgettable experiences.

But let’s not forget that people expect brands to make a difference—to address climate change, inequality, and create a better world for all. And brand partnerships give us a unique and powerful opportunity to create real, meaningful change.

When we work together, anything is possible!

Need a hand with your brand’s next big move? Let’s chat

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