Ocean Spray is known for its cranberry drinks. Everyone knows that. But to take things to a different level in the marketing game, the right partnerships will make a huge difference.
Hersheys is known for its chocolate and Absolut is almost synonymous with Vodka. Partnering with them may be one of the smartest moves Ocean Spray has done.
Brand partnerships are not new. But they are very popular as they stir up a lot of excitement in the customer-base of both brands that enter into a partnership. It creates a buzz attracting a lot of customer attention and when the brands are mammoths in their own fields (like Ocean Spray and Hersheys and Absolut are, undoubtedly) it creates tremendous buzz and a high level of expectation and anticipation and excitement! (All great for sales) They can also generate earned media at little cost.
Stepping into the snacking category, Ocean Spray brings dried fruit coated in chocolate. What’s not to love! It appeals to the consumer who is health-conscious with just a little touch of the indulgent.
And both these partnerships don’t appear to be partnerships just for the sake of partnerships. Vodka and cranberry juice is the most popular combination – they just go together. It just makes sense to have a product that is a pre-mixed version of the world’s best combination anyway! So are chocolate covered fruit! Matches made in heaven!
This partnering takes both brands into new spaces in the marketplace – new audiences (for both) thanks to the synergy that the partnership brings. And also new competition!
But these partnerships look like they will head straight to the top! Truly exciting and sweet times for Hershey’s, Absolut and Ocean Spray!