Joybird & Sherwin-Williams Co-branding Campaign: Being Boldly Original In this exchange, the high-end designers can expose their name to a new generation of potential consumers, who will increasingly aspire to own more pieces from those high-end collections while furthering the idea that Target can be a store to find fashion-forward clothing. Image Source Why Target Co-Branding Campaign Works To support its brand positioning as trendy and fashionable, Target has paired with high-end fashion designers Rachel Comey, Victor Glemaud, Sandy Liang, and Nili Lotan to offer exclusive branded items for a limited time. See what I mean?īut that discrepancy in pricing is exactly why these designers and Target brand decided to partner with one another. Dresses by designers like Sandy Liang go for around $600, whereas dresses sold by Target go for more like $35 a pair. Rachel Comey, Victor Glemaud, Sandy Liang, Nili Lotan & Target Co-branding Campaign: High-End FashionĪnyone who's designer-conscious knows high fashion and Target aren't exactly the same caliber regarding quality. Not only did Baumgartner set three world records that day, but he also embodied the value of reimagining human potential that define both GoPro and Red Bull. While GoPro and Red Bull have collaborated on many events and projects together, perhaps the biggest collaboration stunt they've done was 'Stratos,' in which Felix Baumgartner jumped from a space pod more than 24 miles above Earth's surface with a GoPro strapped to his person. Why the Stratos Co-Branding Campaign Works The collaboration allows exclusive GoPro content to enhance both companies' growth.

'GoPro camera technology is allowing us to complement the programming by delivering new athlete perspectives that have never been seen before,' said Sean Eggert, Red Bull's director of sports marketing. At the same time, Red Bull uses its experience and reputation to run and sponsor these events.

To make the partnership work, GoPro equips athletes and adventurers from around the world with the tools and funding to capture things like races, stunts, and action sport events on video - from the athlete's perspective. These shared values make them a perfect pairing for co-branding campaigns, especially those surrounding action sports.

Instead, both have established themselves as lifestyle brands - in particular, a lifestyle that's action-packed, adventurous, fearless, and usually pretty extreme. GoPro doesn't just sell portable cameras, and Red Bull doesn't just sell energy drinks.

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