Co-branding: this partnership doesn’t make sense

Posted By Pierre-Nicolas Schwab on 6 May, 2015

It seems that marketers are sometimes very creative to promote the most unusual and irrealistic associations between two products or brands. Today’s example shows that creativity has no limit: not only is the cobranding initiative pretty “odd”, but the promotion efforts are also deployed in a very creative way. The cobranding campaign we are presenting today was made between Polaar and the movie “Le Dernier Loup”. Polaar is a cosmectic brand that claims leveraging the properties of...

Jan16

Merchandising effect around Charlie Hebdo threatens brands

Posted By Pierre-Nicolas Schwab on 16 Jan, 2015

The wave of emotion following the attacks of Paris led to a very strange marketing phenomenon : people tried to sell stuffs related to Charlie Hebdo popped up online and offline to profit from the worldwide press coverage the event got. Last Saturday I was interviewed by RTL on this very topic and thought it might be interesting to put my reflexions on paper. Why are people trying to take profit of the event? Greed. There...

Co-branding: this partnership doesn’t make sense

Merchandising effect around Charlie Hebdo threatens brands

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