As we mentioned in our previous post, “Market Volume, Growth and Drivers of Co-Branding in Europe“, Co-branding, the strategic alliance between two or more brands to create a unique product or service, has become a significant marketing strategy in Europe. This approach leverages the strengths and customer bases of each brand, leading to enhanced market reach and consumer engagement. The increasing adoption of co-branding strategies across various industries indicates a positive trend in market evolution.
Here are two specific examples of success stories in Co-branding across Europe:
BMW & LOUIS VUITTON
A well-known example of co-branding in Europe is the collaboration between BMW and Louis Vuitton.
BMW, the German luxury car manufacturer, partnered with Louis Vuitton, the French luxury fashion brand, to create a bespoke luggage collection designed specifically for BMW’s i8 sports car. The luggage set was crafted using Louis Vuitton’s signature lightweight carbon fiber, which matched the car’s high-tech, sustainable materials.
This co-branded collection blended BMW’s focus on innovation and performance with Louis Vuitton’s reputation for luxury and craftsmanship. The partnership allowed both brands to enhance their appeal to affluent, style-conscious customers who value both automotive excellence and luxury travel accessories. This co-branding effort strengthened both brands’ images as leaders in luxury and innovation, appealing to a shared target audience in the high-end market.
OREO & MILKA
Another example of co-branding in the FMCG sector is the collaboration between Oreo and Milka.
Oreo, the famous American cookie brand, teamed up with Milka, a well-known European chocolate brand under Mondelēz International, to create the Milka Oreo Chocolate Bar. This product combined Milka’s smooth, creamy Alpine milk chocolate with pieces of Oreo cookies, blending the flavors of both brands into a single product.
The co-Branded Milka Oreo Chocolate Bar was a hit across Europe, capitalizing on the strong brand recognition and fan bases of both Milka and Oreo. This partnership allowed Oreo to enter the European chocolate category through a trusted local Brand, while Milka benefited from Oreo’s global appeal. The collaboration successfully brought together two beloved snack brands, enhancing the appeal of both in the FMCG market.
Co-branding serves as a strategic approach for companies to leverage combined brand equity, access new markets, and drive revenue growth. While comprehensive financial data is limited, existing examples and market analyses indicate that co-branding can significantly enhance brand visibility and profitability.