Co-branded promotions are great ways for two companies to piggyback off of each others' success and audience reach, but it has to make sense. You can't just pair two companies together with no thought about their overlap.
If the two can incorporate an additional message or mission statement into the promotion, then the campaign becomes much more than just the sum of two parts.
That's exactly what beachy apparel brand Quiksilver just did with Pacifico beer by releasing an apparel capsule that centers around sustainability.
A beach bear and beach apparel company working together already makes perfect sense, but by adding in the sustainability aspect appeals to outdoors lovers, surfers, beachgoers, you name it.
The co-branded capsule includes items like boardshorts, coolers, hats, tank tops and T-shirts, all with the blue-and-yellow Pacifico brand colors and both logos.
PR: Quiksilver and Pacifico (@pacificobeer) Release a Second Sustainable Apparel Capsule
— Brewbound (@Brewbound) May 15, 2023
According to Brewbound, the proceeds from this collection will benefit SeaTrees, which works to restore blue-carbon coastal ecosystems around the world.
Now, there are plenty of co-branding initiatives that don't make sense on the surface. Look at Hurley and NASCAR. But, what Pacifico and Quiksilver did here was take a partnership that made sense to consumers, surely has some overlap already, and turns it into something that attracts even more potential customers by letting them know that their dollars go toward something worthwhile.