A new co-branding campaign has surfaced from a collaboration between MTN DEW and KFC. The two companies have joined forces to debut the refreshing Sweet Lightning drink which is characterized by notes of peach and honey.
Ahead of the beverage's launch — this is scheduled for July 1st, MTN DEW and KFC facilitate a narrative-driven co-branding campaign which introduces a new character. Appropriately dubbed 'Sweet Lightning,' the mascot is a dapper-looking fellow in a yellow suit which effortlessly ties to the aesthetic of the new drink. The plot follows the newly introduced character — "MTN DEW's new pitchman," as he interacts with KFC's Colonel and lands a job.
This approach to a co-branding campaign draws value from the fascination with the fictitious and borders strongly on entertainment.
Narrative-Driven Co-Branding Campaigns
KFC & MTN DEW Debut Sweet Lightning in a Quirky Campaign
Trend Themes
1. Narrative-driven Co-branding - Brands can leverage the power of story-telling to create unique and memorable co-branding campaigns that captivate audiences.
2. Collaborative Product Launches - More and more companies are partnering to introduce new and unique products that capture consumers' attention and drive sales.
3. Character-driven Marketing - Creating memorable brand characters can help companies stand out in a crowded marketplace and build a strong emotional connection with consumers.
Industry Implications
1. Food & Beverage - The food and beverage industry can collaborate with complementary brands to launch new products and create engaging co-branding campaigns.
2. Entertainment - Entertainment companies can partner with brands to develop character-driven marketing campaigns that resonate with audiences and create memorable moments.
3. Advertising - Advertising agencies can help brands develop narrative-driven co-branding campaigns that creatively tell stories of collaboration and innovation.