“Are you considering a brand partnership? Before you jump in, learn from these cautionary tales so you’re not left eating humble pie”
The Walkers Wave
Back in 2017, Walkers created a campaign ‘Walkers Wave’ to promote their brand association with the UEFA Champions League Final. They invited fans to send selfies, and the ‘best’ ones were selected by an algorithm and inserted into a video with Gary Lineker. However, without the proper vetting in place, the campaign turned into a disaster with entrants submitting pictures of criminals and dictators – the British press and social media had a field day!
The Takeaway: Before hitting “go” on automation, test thoroughly and implement strict vetting to achieve a crisp execution. Your brand’s reputation depends on it.
Sony and Taco Bell leaves a bitter taste
In 2015, Taco Bell customers could win a Playstation Vita every 15 minutes when they purchased specific menu items. The promotion didn’t deliver for either brand; many winners claimed they never received their prizes, leading to outcry the giveaway was rigged and garnered negative feedback for both brands. Furthermore, there appeared to be a lack of follow-up or acknowledgement of those customer complaints.
The Takeaway: Avoid getting in a pickle! Listen, acknowledge, and action genuine customer complaints.
Barbie and Burger King, a recipe for disaster?
Anyone in the world of partnerships knows the Barbie film in 2023 had more brand collaborations than any film before it, but one was particularly divisive: the collaboration between Barbie and Burger King Brazil.
Burger King Brazil launched a Barbie-themed menu to support the release of the Barbie movie. The menu featured a pink sauce to reflect the iconic Barbie color scheme, with items like a Barbie Combo that included a cheeseburger with smoky pink sauce, fries, and a pink milkshake.
Barbie’s brand values of fashion, individuality, and empowerment versus Burger Kings’ convenience, accessible, and mass values just didn’t mix. And the pink sauce sealed the deal with consumers criticizing its unappetizing appearance, with some making a reference to Pepto Bismol.
The Takeaway: While the partnership generated buzz, it highlights the importance of brand alignment. Sometimes, even with the best intentions, two brands just don’t make a happy meal.
Avoid your own brand partnerships disaster with our 5 top tips for successful brand collaborations:
Understand each other’s objectives: Partnerships are a win-win, so establish clear goals and expectations.
Choose the right partner: Choose a partner whose values and target audience align with your brand.
Promote the collaboration: Once the collaboration is live, make sure you have a robust marketing plan to support it.
Communicate effectively: Make sure there is open and honest communication between both parties throughout the collaboration process.
Measure success: Finally, measure the success of the collaboration against the objectives that were set at the beginning. Identify what worked well and what could be improved for future collaborations.
