CPG Marketing has seen tie-ins, partnerships, and joint offers for decades. But 2 recent “marriages” caught my eye, not because they are so “out of the box”, but because of the exact opposite — the obvious, intuitive, just-plain common sense they make. (How many have lost sight of this today?)
The other one that REALLY makes sense is the Father’s Day special- pack partnering Michelob Ultra beer and Bridgestone golf balls. The “Golfer’s Ultimate 6-Pack” contains 5 cans of beer and a 3-ball sleeve of golf balls — brilliant! Playing golf and drinking beer is the perfect Father’s Day combination. Everybody wins – Michelob gets significant perceived added value, and Bridgestone gets to sample its product to 500,000 golfers.
Hopefully these offers will be successful and other manufacturers will use this strategy to bring their consumers more added value. When the consumer wins, the brands win! What’s not to like?