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The Power of Co-Branding

As they say, two heads are better than one. Many major companies have adopted this mantra and have forged valuable partnerships with other brands, leading to effective campaigns and products that really captured the attention of their shared demographics. In such a busy consumer market, the joint force of two established brands can lead to a real impact that might not have otherwise been achieved.

Here are just some of the most interesting and successful examples of co-branding.

Aston Martin & Nokia

Aston Martin and Nokia seems like a strange choice to co-brand. One produces luxury automobiles and the other functional phones, but in 2006, they joined forces to release the Nokia 8800. This mobile phone model sported a sleek stainless steel slider, with the Aston Martin logo emblazoned upon it. Only a limited number were released, with a price tag of $1,640, making them a much coveted luxury item.

Rational Group & Cancer Research UK

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Last year, The Rational Group collaborated with Cancer Research UK to create a game app that could make a real difference in the fight against cancer. Play to Cure: Genes in Space is an extremely innovative app, which sees players collect a fictional space dust called element alpha, as they work through space missions. Their patterns are simultaneously identifying real faults in genetic data, which is then used by scientists to develop life-saving cures.

Robinson’s Brewery & Iron Maiden

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The alcohol industry in the US is estimated to be worth over $400 billion a year. Standing out with your branding is therefore vitally important. That’s exactly what Iron Maiden, when they brewed up a storm with UK-based Robinson’s Brewery. Their Trooper booze was a hit amongst their already established fan base, and proved to be one of the brewery’s most successful products. Despite no advertising, Trooper sold around 3.5 million pints in one year.

Seaworld & Southwest Airlines


These two major tourism companies forged a valuable partnership back in 1988, when the Seaworld resort first opened in San Antonio. Tapping into a similar demographic of holidaymakers, the companies offered discount fares and offers that benefitted flyers. In addition to this, Southwest Airlines also painted three planes to look like iconic orca wales, with a new penguin themed plane being introduced last year to coincide with Seaworld’s countrywide penguin tour.

Best Western & Harley Davidson

With motorcycle tourism proving majorly popular across US soil, Best Western decided to step things up a gear. Back in 2006, both companies paired up to provide a membership card for bikers across the country. It’s since gone global and H.O.G. members can now receive special benefits and reward points for parking their ride outside a Best Western hotel and getting their head down for the night.