- Nespresso and Starbucks come together in a co-branding strategy to launch a limited edition of coffee called “Nespresso Starbucks Reserve Remix Blend”.
- Cobranding has become a key marketing strategy today.
- Starbucks has had successful collaborations in the past, such as with Spotify.
If you are a fan of good coffee, surely this cobranding will interest you: Nespresso and Starbucks forged a brand alliance to create a limited edition of coffee.
The companies presented the product under the name of “Nespresso Starbucks Reserve Remix Blend” and with the sales pitch that says that it is “an experience that brings the heritage and craftsmanship of two leading global coffee brands to the comfort of home.” ”.
The product is a fusion between coffee Starbucks Aged Sumatraoriginated in Indonesia, and the Ethiopian Mokabojifrom Nespresso.
The result, according to what the brands indicate in a statement published this Thursday, April 20, is a combination “that presents notes of wild berries and sweet species, with some citrus touches.”
As they explained, the product will be marketed at Nespresso outlets and Starbucks Reserve outlets, initially, in the United States and the United Kingdom.
Cobranding, a key strategy of current marketing
Cobranding has become a powerful marketing strategy that, in general, boosts the brands that participate in the agreement.
Also known as brand collaboration, cobranding involves two or more brands coming together to create a joint product or service, leveraging each other’s strengths and customer base.
When done correctly, co-branding can deliver significant benefits, including expanded market reach, increased brand awareness, and strengthened consumer loyalty.
One of the key objectives of cobranding is Access new markets and customer segments.
By collaborating with another brand that shares a similar target audience, but operates in a different industry or parallel segment, brands are able to tap into new markets they wouldn’t otherwise reach.
For example, a coffee brand might collaborate with a pastry brand to create a joint product, such as a coffee-flavored cake, that can appeal to both coffee lovers and pastry fans. This can help both brands to expand their customer base and increase sales.
Benefits of cobranding
Besides, cobranding can also improve brand awareness.
When two or more brands come together, their combined marketing efforts can generate more market visibility.
Another important aspect of cobranding is that can help brands achieve their strategic goals.
For example, a sustainable coffee brand could collaborate with an ecological packaging brand to create a joint offer that promotes sustainability and reduces environmental impact.
Starbucks and brand collaborations
Starbucks has carried out collaborative marketing strategies before. One example is the partnership it forged with Spotify, where the Seattle-born coffee brand offered Spotify Premium subscriptions as part of its rewards program.
This initiative helped Starbucks enhance its loyalty program by offering unique music experiences to its customers, while Spotify gained access to Starbucks’ large customer base.
Another example of co-branding in the coffee industry was the partnership between Dunkin’ Donuts and Baskin-Robbins.
The two brands, both owned by Dunkin’ Brands Group, often collaborate to create joint promotions and limited-time offers that include a mix of coffee and ice cream products.
Going back to cobranding with Nespresso, Andrew Linnemanhead of Global Coffee at Starbucks, said the idea is to “create a luxury coffee experience for customers to enjoy at home.”
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