ToriStar Media - Creative for Collaborative Product at Chateau Elan Winery

June 02, 2014  /  M.Toris Stephens

With the arrival of The Pound Cake Company's "Summer Cake" at the Chateau Élan Winery and Resort, savory parings will never be the same!  Chateau Élan selected The Pound Cake Company to create a unique dessert treat using the natural peach essence of their Summer Wine to serve as a perfect paring complement.  With agency of record, ToriStar Media leading the creative for packaging design and marketing, the collaborative effort is expected to be mutual beneficial for both brands.

The Power of Co-Branding:

There are some foods that just naturally go together - think of peanut butter and jelly, coffee and cream, or rum and Coke, and that creates the idea of co-branding advertising!  While all of these foods are natural compliments to the other, very few of them are created by the same company.  That’s where the idea of co-branding products can help you make the most of your advertising dollar. Co-branding promotion is even more important than ever as companies vie for new customers and hope to increase sales and improve brand recognition.  When co-branded promotion is used to its fullest potential, this form of advertising can be even more effective than traditional advertising methods.

The key to making co-branded products successful is to partner with the right company that has a good reputation, strong brand recognition and also makes a logical pairing with your company. You should never attempt co-branding with a company that competes with yours.  Instead, work with a company whose products compliment yours.  Many companies who have used co-branding choose to create websites specifically dedicated to explaining how products can be used together. Other companies simply choose to launch campaigns that promote the products together.  Campaigns are often based around a particular season, to attract shoppers who are often looking for new food ideas for entertaining. For example, a three company team has launched a campaign aimed at summer entertaining that combines graham crackers, marshmallows, and chocolate which are marketed together for the purpose of making (S’mores) in the summertime. The options for food companies are endless.  Turkey and stuffing companies at Thanksgiving, florists and chocolate manufacturers at Valentine’s Day, and now we have a gourmet dessert brand that personifies decadence and a premier resort-winery that is known for pampering their guests.

Stay tuned to see how they entice new and old customers with their unique combination of products and services...