Shining light on the Underbrand.
With the much anticipated movie "Star Wars - The Force Awakens" set to open in movie theatres on December 18th, many companies have opted to pay big bucks for licensing fees that allowed them to link their product to this epic franchise.
Star Wars fanatics are practically bursting at the seams with excitement as the big day approaches and companies know that while they wait, they will want to indulge in small doses of "The Force".
When consumers like one brand, they are more likely to give the associated "second brand" a chance. For a business trying to shine some light on their products or services, it can be very beneficial to associate yourself with a reputable non-competing brand.
Keep in mind that branding on its own is something you build over time, it's long-term. Brand associations, like this, are ones that take advantage of short term hype. Although it will certainly boost sales, it will be temporary.
Bell Mobility and Fibe TV.
In this very enjoyable commercial for Duracell Quantum Batteries, the "Battle for Christmas Morning” celebrates the power of play and the joy of immersing ourselves in a galaxy far, far away.
Instead of the standard Subway drink cup, you can now get a Star Wars themed plastic cup when you purchase a 21-ounce fountain drink.
Covergirl Makeup has developed 6 new looks - 3 light looks and 3 dark looks to suit your mood. Which side will you choose?
Nestle's Coffee-mate has created limited edition bottles depicting 5 different Star Wars characters, each paired with a flavor that seems to fit their color scheme. For example, Darth Vader was matched with the darkest of flavors, Espresso Chocolate, while Chewbacca was matched with Spiced Latte.
While I would not recommend this course of action on a small marketing budget this can definitely help spike sales in the short term.
If you are looking for a short term spike think about a brand you can partner with.
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner