Just like pickle juice and peanut butter, unlikely pairings catch us off guard. When I saw KFC and NASA had a partnership, I started to question – why would these two entities be interested in pairing up?
In the past, businesses would partner with organizations focused in the same consumer market such as BMW & Louis Vuitton, two luxury items focusing on customers willing to purchase items for traveling. However, times have now changed and the small devices in our pockets have led to some unlikely discoveries based on the data being collected amongst consumers. These features may be used for personal use, but provide valuable insights for businesses as well. The similar followers feature is not new news to the social media gurus and once discovered by businesses, it gave insights to what other brands the customers may be interested in. Spotify’s partnership with Starbucks was introduced in this way. Customers were often following both business accounts, finding interests in coffee and good music. Upon this discovery, the collaboration began for good coffeehouse music to add to the ambiance of a Starbucks café.
Partnerships are beyond finding a similar customer base in a different industry. Most companies focus on values and missions to enhance their corporate responsibilities and impact. The Larq water bottle partnered with the (Red) campaign with a specialized black and red bottle that gave a percentage to the cause. The Larq bottles focus their missions on African communities or communities lacking water & healthcare which is similar to the establishment of (Red). Other brands to partner with (Red) include Eos, Beats and Apple products who released their products in the color red. By focusing on the greater mission that the business strives to achieve, collaborations can be more meaningful.
In 2019, the Delaware State Fair turned a century and what better way to celebrate without Tasty Cakes. I know you are wondering, how do these two partner for the 100th year celebration? After much negotiation, Tasty Cakes had agreed to distribute Tasty Cake packaging with a specialized theme to the local grocery stores as the Delaware State Fair bought and distributed thousands of Tasty Cakes as mini birthday cakes each night of the fair.
Have there been any partnerships that made you wonder how it came to be? Do you believe that social media has played a role in the collaboration?