On the week’s news round up, Sex and the City character, Carrie Bradshaw, inspires new Birkenstock & Manolo collaboration, Pepsi & iHop team up to introduce a limited edition line of Cola, and Target partners with Levi’s to be a top “denim destination”.
Dynamic partnerships , whether that be brand-to-brand or influencer collaborations alike, provide opportunities for creativity, innovation, and expansion in which both parties mutually benefit and grow.
Refinery 29: Yes, Birkenstock Made a Collab With Manolo Blahnik
Description: Although the partnership between the luxury shoe designer and the utilitarian sandal brand may seem odd on the surface, Blahnik is a longtime wearer of Birkenstocks
Forbes: Lauren Lane On What’s Made Her Kohl’s Collaboration Such A Success
Description: Influencer clothing collaborations can be tricky; find the perfect pairing between influencer and clothing brand and you’ve got a hit collection, but create a mismatch and the collaboration will fizzle out. Luckily for influencer Lauren Lane and her ongoing collaboration with Kohl’s Sonoma Goods for Life brand, they’ve hit magic.
Ad Age: Pepsi, iHop Introduce Limited-Edition Maple Syrup Cola
Description: Adding to a stack of creative brand collaborations, PepsiCo and IHOP have teamed up to produce a limited-edition cola available only to fans online.
Pepsi Maple Syrup Cola will be available to the first 2,000 fans who respond with a photo of their pancakes and use the hashtag #ShowUsYourStack on Instagram or Twitter, according to a release.
Retail Touchpoints: Target Aims to Become a ‘Denim Destination’ Through Expanded Partnership with Levi’s
Description: Strategic partnerships like Levi’s continue to drive preference for Target, and guests turn to Target for the very best national brands alongside more than 45 incredible owned brands,” said Jill Sando, EVP and Chief Merchandising Officer at Target in a statement.
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