Can brand partnerships and collaborations increase brand awareness?
In a world where consumers are constantly bombarded with messages, brand collaborations offer something fresh and unexpected. But do these partnerships truly generate enough excitement to justify the investment? Let’s dive into how strategic collaborations, especially those tied to big cultural moments like movie releases, can boost brand awareness and, ultimately, sales.
The power of movie collaborations
The recent release of Wicked provided a stellar example of how brands can capitalise on popular cultural events. The excitement surrounding the movie’s debut was palpable, and businesses were eager to align themselves with the film to create promotional campaigns. The result? A surge in publicity and brand awareness, allowing companies to push their products while benefiting from the film’s wide reach. This collaboration exemplified how pairing with a blockbuster release can yield significant engagement and visibility for brands.
In-store promotions: strengthening brand awareness
A notable collaboration was between KP Snacks, the owner of Butterkist, and Wicked. This partnership featured a promotion offering consumers the chance to win a “Thrillifying Adventure to London.” Five lucky winners were awarded an all-expenses-paid weekend in the city, complete with a magical cocktail experience, a personalised makeup session, a £200 gift card for London department stores, and an exclusive wizard-themed afternoon tea.
PromoVeritas played a crucial role by providing the legal framework for the promotion. We created the terms and conditions, ensuring compliance with regulations, and handled the administrative side to guarantee a smooth and successful campaign. By partnering with such a high-profile movie, KP Snacks was able to tap into a larger audience, benefiting from increased publicity and brand recognition.
How effective are brand collaborations?
Brand partnerships, particularly those tied to movie releases, have proven to be both popular and effective. Take, for example, the Minecraft movie—its release sparked excitement across generations, from kids to adults who grew up playing the game. Oreo was one of the brands that jumped on the bandwagon, collaborating to offer fans a chance to win exclusive merchandise, cinema tickets, and even a VIP trip to Warner Brothers Studios in Los Angeles.
PromoVeritas supported this promotion by guiding the setup process, providing operational advice, and ensuring prize fulfilment was handled securely. The result was a successful campaign that not only created buzz but also strengthened the brand’s connection with its audience.
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Navigating HFSS Compliance in Promotions
While collaborations with popular movie franchises can boost brand visibility, food brands, in particular, need to be mindful of regulations surrounding HFSS (High Fat, Salt, and Sugar) products. With tighter restrictions on advertising, especially in broadcast and online channels, brands must carefully navigate these rules to avoid legal pitfalls.
The Advertising Standards Authority (ASA) is clamping down on HFSS advertising, particularly when it comes to on-pack promotions. However, brands can still use these promotions effectively while staying compliant. By working with trusted partners like PromoVeritas, food brands can ensure their campaigns stay within the boundaries of the latest HFSS guidelines.
The Success of Brand Collaborations
When two high-profile companies come together in a well-executed collaboration, the results can be impressive. Brand awareness increases, target audiences expand, and the impact on consumers lasts long after the promotion ends. However, maintaining compliance with relevant advertising regulations, particularly in the case of food products, is crucial to ensuring the success and sustainability of these campaigns.
At PromoVeritas, we specialise in managing the compliance of your promotions, taking the stress off your shoulders and ensuring your brand partnerships run smoothly. Whether you’re collaborating with a movie, celebrity, or another major brand, we’re here to help you stay on the right side of the law while maximising your promotional success.
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Delivery
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Digital
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Insights
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Trust our lawyer and compliance team to draft lawful Terms & Conditions, translated when necessary and to brief you on the rules & regulations governing participating markets.
Promotional Expertise
Trust to advise you on the right promotional mechanic to meet your objectives – Win £ $ €, Enter a Game of Skill / Competition, Claim a Free Gift with Purchase – we know which lever you should pull and what can legally be run in-markets around the world.
