Collaboration Done Right: Gregg's and Primark!
Co-branding done right: works!
The Big Idea: Primark and Gregg’s collaboration is co-branding done right.
This campaign highlights the benefits of co-branding:
Positive press
Reaching new markets
Adding brand equity to both brands
Why This Works: When two brands collaborate:
Both brands bring their audiences to the collaboration.
Both brands only bring their positive brand associations.
Both brands don’t lose anything if the collaboration fails. Don’t really know why, but customers seem to just shrug and move on from these things.
Go Deeper: Kevin Keller has done some really nice work in this area.
Of course: They found one marketing professor to profess dedication to Gregg’s.