Co-branding has been an important part of business since… well forever. But it can also be tricky – for a successful co-branding you need two brands whose products not only fit well together, but whose brand values are in alignment.
Why? Let’s look at the unsuccessful co-branding campaign between Shell and Lego that culminated with this Greenpeace campaign. Why was this campaign ultimately unsuccessful? Shell, and almost every oil major oil company, doesn’t have the greatest reputation. There have been numerous leaks of crude oil into the ocean and onto our lands in the past few decades, and more light than ever is now being brought on the issues that these leaks cause. A toy company, like Lego, does not benefit from such a risky partnership. Parents don’t want to buy Lego products when they associate them will the death of Polar bears.
What does a successful co-branding campaign look like?
A successful co-branding campaign brings together two companies, that may not necessarily have similar products, but do have like minded cultures. Successful co-branding campaigns also help to elevate both partners in their customers and potential customers minds.
Your brand values should extend and align with your suppliers and vendors. Here at Eco-Bags Products we made a commitment to social and environmental responsibility in 1989, and it’s a promise we’ve kept these many years later.
- Here’s just a few things you can be sure of when you co-brand with Eco-Bags Products:
- Our bags aren’t made with child labor. In fact, the factory we uses donates profits to a school so that their employees children are properly educated.
- All of our factories are fair wage, fair labor, and SA8000 certified, and actually go well beyond what the certification entails. Paying well above the local minimum wages and guaranteeing vacation time for their employees.
- We are a proudly woman owned business!
- We are a certified B Corporation – so you can be sure that our business treads as lightly as it can on our mother earth.
You’ve worked hard to create your brand loyalty and trust, why would you put your name to a bag that doesn’t align with your values?
Written by: Mollie Mac, ECOBAGS® very own marketing maven. Mollie is an adventurer and a green living advocate. If you have any tips or tricks for her she’d love to hear from you, email her at: mollie(at)ecobags(dot)com