Reese’s and Hipdot have recently joined forces to launch a fun, innovative line of makeup. The products are crafted expertly with close attention to detail. The colors match the famous shades of brown and orange of Reese’s brand, and the packaging is so authentic-looking that someone could easily mistake it for candy. A smaller brand like Hipdot can take advantage of opportunities like partnering with big, well-established brands because of a sound marketing strategy, a commitment to innovation, and sharing content that is part of a larger conversation.
There are six products offered on the HipDot company website: Reese’s Limited Edition collectors bag set; Reese’s milk chocolate cup pigment palette; Reese’s white chocolate cup pigment palette; Reese’s lips duo; and Reese’s double-ended brushes duo.
Reese’s is well known for its Peanut Butter cups and Reese’s Pieces, and has expanded to other products like Reese’s Sticks, Nutrageous, Outrageous, Take5, Peanut Butter Cup Dark, Reese’s White, and Reese’s Sticks. Reese’s also makes use of excellent marketing strategies through social media (Reese’s has 11M followers on Facebook, for example). Scrolling Reese’s Facebook page you will pass posts showing big-name partnerships with the Olympic Games Tokyo and Team USA, Katie Ledecky, U.S. Olympic swimmer, 5x Olympic Champion, 15 X World Champ, and 14 x World Record Breaker. They also partner with rapper, Lil Yachty. You will also see posts about upcoming holidays like Easter, with Reese’s Peanut Butter eggs being advertised. And don’t forget Reese’s clothing merch like tee-shirts and jackets.
Hipdot, a relatively less well-known brand, has created a buzz with this strategic partnership. The brand is being seen on the news, on Reese’s social media channels, in online articles. Posts from the companies own channels as well as from Reese’s are being shared widely. The company launched in 2019 and part of the brand identity is to combine affordability and innovation. Hipdot has already paired with brands, Tapatio, Peeps, and SpongeBob SquarePants.
HipDot is establishing a great reputation because of how well it partners with larger brands. What is so impressive is that HipDot has legitimately created a huge buzz because its so in tune to pop culture. Like never before, younger generations are identifying with brands, because brands are effectively targeting them. HipDot is making a splash as an extension of other brand identities. HipDot is trustworthy enough for a brand like Reese’s to hand over its name. How big of an impact is this type of strategy?