Integrated Marketing Programs
Linking brands that have similar goals but do not “live” in a competitive arena via co-branded ventures is a strategic way to create awareness while being cost effective. BBC has had great success tying luxury brands with mass brands that have a “luxury halo,” resulting in the mass brand gaining luxury recognition and the luxury brand gaining significant funding.
BBC partnered emerging fashion house Verrier with women’s nutritionals brand Viactiv to sponsor the Spring/Summer 2008 presentation making a connection with the brand and women’s passion for fashion. The partnership worked so well, that they partnered again on Verrier’s Fall 2009 presentation. This time around, guests were gifted with custom-designed “My Daily Promise” bracelets as a daily reminder to maintain healthy beauty as a part of the Viactiv “Style & Strength for Life” campaign.
In 2009, L’Oreal Paris partnered with New York-based jeweler, Carelle, to create a series of one-of-a-kind compacts featuring colorful gemstones that were gifted to female nominees at the 2009 Golden Globes, SAG Awards, Sundance Film Festival, Academy Awards and Tribeca Film Festival. The luxury halo of the Carelle compacts lent L’Oreal Paris the opportunity to tell a prestige story in the mainstream media and brought Carelle heightened brand awareness.
