Food as the axis of cobranding: brands seek to gain presence through aroma and flavor

Jane Anderson
Jane Anderson
Productos de Native con DUnkin y Crocs con Pringles

He cobranding It is a fundamental marketing strategy for all those brands that seek to expand their consumer base and link themselves to new values ​​and attributes. But in the era of attention economyit is also a formula to be present at more and more points of relationship. And it’s not just about communication, but also about experiences and sensations.

Food and beverage brands have gained presence in cobranding

And the fact is that smell and flavor have gained prominence in alliances between brands. Although it is not something new, the development of products and services hand in hand with food, beverage and food brands has increased its presence under the umbrella of a growing need to build community and be where the customer is, whether it is their mobile screen, on their television, on their refrigerator or on their palate.

The association of Crocs with Pringles and McDonald’s this year, or Barbie’s special edition of ketchup heinzare some of the most recent international samples. In our country, for example, we have recently witnessed the launch of a Cupra together with Vichy Catalan, or a limited collection of clothing created by Pepsi and Pompeii.

However, much more common are collaborations between the food brands themselves, seeking growth in the capitalization of both consumer communities. In this field, one of the most notable cases has been the products resulting from the union between Coca-Cola and Oreo, or, to name one, the collaboration in our country between El Almendro and Estrella Galicia to launch a chocolate and black beer nougat.

Cosmetics bet on branded aroma

In the search for attention and provocation of sensations, co-branding with food brands covers all types of product categories. The strategy has already left a sample this year. This is the association between Native, Procter & Gamble brand of personal hygiene products, and the donut brand Dunkin’.

The alliance has materialized in a limited collection of hygiene and personal care products with aromas inspired by the flavors of donuts. Products include deodorant, shampoo, conditioner, and hand and body lotions in scents such as “Strawberry Frosted,” “Vanilla Sprinkle,” or “Blueberry Cobbler.”

This collection redefines the way self-care can be fun and enjoyable. Together, we’re elevating everyday essentials with a playful twist to bring joy to self-care and supercharge your routine.”Commented Chris Talbott, CEO of Native, in a statement.
The brand has previously developed products with food-inspired smells and has made associations with other brands in the sector, such as Jarritos soft drinks.

Native is not the only brand that has opted for co-branding with food brands. Dove, belonging to Unilever, has also launched a collaboration with the cookie brand in recent days Crumbl Cookies, which includes products such as a “Confetti Cake” scented body wash, a “Strawberry Crumb Cake” moisturizer, and a “Lemon Glaze” deodorant.

As reported by Variety, Crumbl Cookies was founded in 2017 with a store in Utah, and currently has 1,000 stores in the United States. In 2023 it generated one billion in sales and sold more than 300 million cookies, becoming one of the fastest growing chains in the country. In addition, celebrities like Kylie Jenner have approached their products, thanks to a strategy based on the launch of surprise flavors. .

Also in the field of cosmetics, at the beginning of last year the lip balm brand Burt’s Bees partnered with the sauce brand Hidden Valley to launch a special edition of with flavors such as Buffalo sauce, crunchy celery and fresh carrot. The collaboration was launched with a view to the celebration of the Super Bowl, a day of high consumption of fast food and delivery.

In 2024 the market has also seen the alliance between the scouring pad brand Scrub Daddypopular on social networks, and the donut brand Dunkin’. It materialized in a limited edition of donut-shaped scouring pads that, as the brands noted at the time, combined the fun character of Dunkin with the effectiveness of Scurb Daddy with the intention of making household chores more joyful. The product did not appeal to taste or smell, but to form and aesthetics.

For its part, the nail product brand Nails.Inc has capitalized on the presence, reach and notoriety of McDonald’s with a peculiar collaboration. The firm launched a set of nail polishes inspired by the ingredients in the chain’s hamburgers. This included a shade of brown called ‘Big Mac Please’ or another shade of red under the name ‘Gotta Ketchup’, as well as a series of stickers with illustrations of fries and hamburgers.
This initiative did not appeal to the senses that McDonald’s products impact, but it capitalized on the attributes of an iconic and globally recognized brand.

Foodcore and the union between fashion and food

The aforementioned collaborations of the footwear brand Crocs with Pringles, McDonald’s, Busch Light, or Pop Tarts last year, is also a reflection of how fashion also seeks to enter the hearts of consumers through the stomach. The commitment has its reason for being, among other things, in the transformation of the concept of food, which has ceased to be a mere sustenance to associate with status, something that can be photographed, shared on social networks and consumed.

Crocs is not the only fashion brand – footwear, more specifically – that has sought to strengthen its positioning by appealing to the taste of users. The signature Kizik partnered in August 2023 with the sugar cloud brand Jet Puffed to launch a limited edition of sneakers that emulated the so-called “marshmallows”, on the occasion of National S’mores Day, a sweet that combines cookies, chocolate and cloud.

This has also been helped by the enormous amount of food-related content that fills social networks, it is the so-called “food core”, which is trending on TikTok. Increasingly, food is not just about what’s on the plate; but it represents a expression of individual identity. What’s more, a 2022 report from research firm Cassandra indicated that more than half of Gen Zers believe that what they eat reflects who they are.

In turn, food brands can find benefits in alliances with brands in other categories that go beyond expanding the consumer base. Collaboration with brands in the fashion industry, for example, can generate a change in perception and status and its connection to luxury and glamour.

Proof of this is the bag created by the mayonnaise brand. Hellmann’s together with the Chopova Lowena brand, which was also presented at London Fashion Week. In our country, for example, Nocilla has released its limited clothing collection with Fakegoods, while Nesquick has done so with Kaotiko.

In a commercial scenario obsessed with the ephemeral, the launch of this type of initiatives has a virality almost guaranteed to contribute in the short term. But it can also help build the brand, its values ​​and attributes in the long term. They generate lasting awareness and reach beyond their typical individual customer bases.

With the association between brands being highlighted as a marketing trend for years, the link to food and its opportunity to appeal, not only to basic instincts, but also to its community and status of love brands, cobranding with food brands They can be a strategy to generate business momentum.