Do opposites attract when it comes to brand partnerships?


The world of brand partnerships is certainly heating up; so when getting into bed with your opposite other is it a case of opposites attract or to be like two peas in a pod? 😍

Firstly, the question is why would you do it in the first place? 

Now the logic goes that if you can gain the benefits, positive associations and potentially tap into a new audience through the partnership well them it sounds like a good thing. It also feels like the buzz it creates gives it the edge and stand out from the crowd. 

It’s this buzz factor that led to Primark and Greggs getting into bed with each other. 

Quote in Marketing Week, Primark’s head of innovation said “We said, if we wanted to do a partnership then we wanted to throw out the fashion rulebook, we wanted to partner with a brand that would create a lot of conversations, but where people just wouldn’t see it coming.” 

It would seem like it worked like a charm. Most items in the collection sold out within two days, while the campaign reached 87% of the UK population and more than 95% of Greggs’ core audience through editorial alone.

While at the other end of the spectrum, we have seen a “a chocolate love-a-fair” where Unilever‘s Ben and Jerrys and Tony’s Chocolonely claim they have “fallen bar over spoons for each other”. 

The partnership focuses on the cocoa supply chain and sees the ice cream brand join Tony’s Chocolonely’s mission to make chocolate 100% slave free. 

So whether you believe in creating stand-out through a shock factor 👀 or believe that collectively you are stronger to tackle a common cause, one things for sure Brand Partnerships can certainly deliver on both. 💪

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