Coca-Cola and OPI partner to create Coca-Cola inspired nail polish

Published May 28, 2014 at 10:17 am

Sometimes when two brands want a fresh approach, they team up to give consumers a new perspective on their image. The idea of co-branding has been used throughout various industries to promote products and services. Often, two brands will partner up because they share a similar target audience.

Co-branding can be effective when it demonstrates innovation and gives consumers something a bit unexpected. The impact of such efforts can help marketers further brand awareness. These types of branding efforts can reinforce a brand’s image and expand it as well.

Coca-Cola and OPI have recently partnered to create a Coca-Cola inspired nail polish collection. Although soda may not seem to have much to do with nail polish, Adage notes that the company’s branded products “generate $1 billion in sales annually.” The company has been able to generate additional revenue through licensing.

There are many examples of companies that have partnered to blend to brands together. As Inc. points out, limited-edition clothing collection partnerships are a popular, as are brand blending partnerships in the restaurant industry. According to the article, in a previous move by Coca-Cola, the brand partnered with clothing designer Jack Spade to create a clothing and bag collection that featured Coca-Cola advertising slogans. By taking this approach, Coca-Cola was able to capitalize on its iconic appeal to further brand awareness through fashion.

The company looks to make a similar move through its partnership with OPI. By blending two brands together, both companies stand to gain from the association of their images. Marketers can look to brand partnerships to extend their creative reach and promote greater awareness across different consumer audiences by combining the best of two worlds and creating something new.