My favourite bit of the Brit Awards is where artists collaborate. Ed Sheeran (love him or hate him) does this a lot, most recently with Bring Me the Horizon to kick off this year’s awards show. It always adds a frisson of excitement.
I love interesting collaborations. When researching content for an upcoming communication training programme, some of the most engaging examples I came across featured two brands coming together to form something new and exciting. Here are two that caught my eye.
Weetabix and Heinz Baked Beanz
Two British icons. Heinz beans on Weetabix. It was a fun, exciting and slightly weird collaboration, encouraging people to try beanz on bix. And from what I read, it was a huge success, with a tiny budget. What a great idea.
In a similar vein, I loved the Playstation and Greggs collaboration. It was a limited edition ‘Launch Box’ available via Just Eat, to celebrate the launch of the PS5. It just puts a smile on your face.
The Greggs Playstation Meal Box
Collaborations are great for creating eye-catching communications. They’re also ideal for achieving more hard-headed commercial objectives.
How do plant-based brands attract more meat-eaters? Partner with a burger brand.
A couple of years ago, I remember Burger King partnering with Impossible Foods to produce the ‘Impossible Whopper’, which sold across the USA.
Others have followed suit. There’s now a McPlant vegan burger in McDonalds, developed in partnership with Beyond Meat. There’s also a Beyond Fried Chicken in, of course, KFC.
So what makes a successful collaboration?
1 It feels fresh and original
A great collaboration must offer something unique. Something that’s never been seen before. It should spark a sense of intrigue and excitement.
2 The sum is better than the individual parts
Beans and Weetbix on their own may feel fairly humdrum, but bring them together and it creates a totally new experience. Together, it’s got to feel bigger and better. Another example I really liked was the Uber and Spotify partnership. Uber passengers are now able to play their Spotify playlists during the car journey. Much better than LBC radio.
3 Both parties benefit
The brands don’t need to be the same size, but both need to benefit equally. It needs to feel like a relationship of equals, where each brings something special. I remember when Apple and Nike got together to produce the ‘Apple Watch Nike’. It felt like a perfect fit.
In Summary
I feel there’s more scope for fruitful collaborations between brands. Even for a limited period. They can feel exciting and special. Musicians do it all the time. This year’s Super Bowl Half Time Show was a spectacular example.
Ask yourself who would be my perfect partner? Do a bit of match-matching. I feel any well-known brand has the potential for collaboration. The more creative the better. I’d love to see more of them. I feel we could all benefit.