What is Co-Branding and Who is Doing it Well?

Co-branding is a strategic partnership between two brands wherein the success of one brand brings success to its partner — in other words, it’s a symbiotic marketing relationship. While there are always new opportunities and partnerships arising, we’ve compiled a few of our favorites of all time that have been particularly beneficial. 

GoPro and Red Bull

An energy drink company and a camera brand may not have much in common on the surface, but the partnership between GoPro and Red Bull is hard to beat. Both of the brands emulate a sense of adventure and spontaneity, appealing to a similar consumer, making them a perfect team as they equip athletes and adventurers from around the globe with cameras, tools and funding to capture the action through point-of-view videos at events. The duo’s most popular video titled “Stratos” has garnered more than 21 million views on YouTube and displays famous stuntman Felix Baumgartner jumping from a space pod more than 24 miles above Earth’s surface, setting three world records with the brand names attached.

Taco Bell and Doritos 

For years, Taco Bell and Doritos have teamed up to create Dorito-flavored tacos, most notably the Doritos Locos Tacos, and the long-standing relationship has proved to be wildly successful for both parties. To promote the launch of Doritos Locos Tacos, Taco Bell took to Twitter promising to deliver a truckful of the tasty treat to the person with the most retweeted tweet featuring the hashtag #DoritosLocosTacos before the creation arrived in restaurants. The winner had his post retweeted more than 24,000 times. Once in stores in 2012, the new menu item became the most successful in the chain’s history at the time, topping sales of over 375 million tacos in a month. 

Uber and Spotify

In 2016, Spotify and Uber partnered to create “a soundtrack for your ride,” a feature that prompts riders waiting for their Uber ride to connect with Spotify and become the DJ for their trip. To promote the partnership, riders in select cities who downloaded Spotify and DJ’d their Uber rides were able to win a chance for a ride-along or live session with artists ranging from Diplo to Jake Owen, creating an intriguing incentive for music lovers everywhere to hail an Uber even if to just ride around the block. In addition to spiking downloads of the Spotify app, the feature has contributed to a more positive consumer experience for Uber riders and has created more opportunities for the company to sell advertising, among other things.