The pairing up of coffee with dry shampoo probably addresses the two most important concerns of a woman who is juggling a hundred balls in the same time, i.e., having a quick solution to fabulous hair and restraining the sleepy eyes in that important meeting.
To celebrate these superheroes who are running on coffee and dry shampoo and to let other sisters in on the secret, Dove Hair and Dunkin’ teamed up around National Coffee Day (September 29) to offer the chance to win a year’s supply of Dunkin’ coffee and Dove Dry Shampoo and hosted a pop-up styling café in New York City on Monday, October 1.
As marketers, one always tries to get the maximum return on every cent spent. Co-marketing allows companies to reap the maximum benefits for comparatively lesser work done.
Co-marketing is when two companies collaborate on promotional efforts for a co-branded offer. By leveraging the relationship and reach of a partner, co-marketing campaigns are designed to deliver more leads, buzz, awareness and ultimately greater ROI.
Let’s go back in time to some of the most memorable co-marketing campaigns of our time.
The biggest co-marketing video campaign of GoPro and RedBull, “Stratos”, in which Felix Baumgartner jumped from a space pod more than 24 miles above Earth’s surface with a GoPro strapped to himself depicts the reimagination of human potential. With 5 million hits on Youtube, it was perhaps one of the most successful stories shared by these two brands. Not only this, brands like Pottery Barn & Sherwin-Williams, Casper & West Elm, have always made the audience feel that they simply belong with each other.
The above-stated examples were mostly related to brands with similar or related products with a common user base. A diversion from this approach came with the partnership of music streaming app Spotify and Uber to create “soundtrack for your ride”. Instead of focusing on a common user base, these two brands focused on common goals, i.e., improving the user experience and thus focusing on earning more number of users.
Coming back to the Dove Dunkin campaign, the brands wanted women to interact with products directly and not just see them as products but rather develop an association with them.
The collaboration with Dunkin’ is a play on the phrase popular with Millennials on the Internet, “running on coffee and dry shampoo.” This also highlights two very important cultural obsessions of the millennials — going several days without washing one’s hair, and the Starbucks vs Dunkin’ debate.
Coffee and dry shampoo, it’s a huge trend and it’s a part of the popular culture. The millennials consider dry shampoo and coffee as two most important life hacks in their busy schedule and no wonder social media channels like Twitter and Instagram are flooding with women sharing how coffee and dry shampoo are their secrets to getting up, out and on with their day. The brands have hit the perfect TG, the millennials along with working women. The campaign has become immensely popular on Twitter, all that remains to be seen is whether more brands follow this trend.
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