Brand Collaborations
Lego and Shell
Why would Shell want to collaborate with Lego?
Lego’s gas trucks and gas stations had the “Shell” logo on them for about 50 years. Shell also sold those sets at their gas stations.
In 2014 Lego deciced to end their partnership with Shell. Why?
Shell had announced plans to drill for oil in the Arctic and environmental activities were attacking Shell and any of their partners.
Swatch and Audemars Piguet (AP)
What’s your image of these 2 brands?
Swatch is known for making Swiss quality affordable watches (casual, sporty, business and kids). Prices range from $50 to $450.
Audemars Piguet make luxury high end watches that range from $20,000 to $1 million
Swatch announ
Forever 21 and Atkins
Forever 21 and Atkins partnered by giving free Atkins snack bars to customers who purchased Forever 21 clothing online. Even though it was a nice gesture, it had the exact opposite effect to what was intended. The partnership failed because their loyal customers didn’t like the fact that they were being sent weight loss bars and as a result, they felt body shamed.
Forever 21 didn’t explain to their customers that they’d receive a free bar with every purchase, so people assumed that only plus-sized customers received these weight loss bars, which led to a hoard of angry customers and Twitter users who complained on social media. Talk about a marketing blunder!
KFC and Crocs
Ben and Jerrys and Nike