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Baileys – Diageo
The ultimate adult treat, Baileys is complete deliciousness. Despite the impact of Covid, Baileys liqueur grew by 10% in 2020, allowing for the deliciousness upon deliciousness parallel growth of the Baileys licensing program. In a challenging year, the Baileys world of unapologetic treating delivered on consumer demand with indulgent sweet treats and exciting new flavors! With over 300 million units of Baileys licensed products across cakes, confectionary, coffee, gifting and frozen novelty sold across retail in over 30 countries, consumers just can’t get enough! Baileys equals pure, unadulterated pleasure. Go on, you know you want to!
Cinnabon – Focus Brands
Focus Brand Global Channels Licensing Division successfully debuted two high-performing Cinnabon-branded retail and foodservice products over the past twelve months. With a new Cinnabon Frozen Breakfast Line, Breyers Cinnabon Ice Cream and the additional 20+ Cinnabon products available to consumers, Cinnabon ended 2020 with significant double digit year-over-year growth. Today, Cinnabon continues to be the leader in product innovation with almost two dozen multi-channel partnerships across more than 40,000 access points – including retail, grocery and foodservice outlets.
Coca-Cola, Hi-C, Sprite – The Coca-Cola Co.
Coca-Cola Global Licensing achieved a great deal in one of the most challenging years in memory. 2020 highlights include retail sales of $1.3 billion, retail placement in 200K+ stores, products in 170 countries across 22 languages, and media impressions of more than 1.7 billion. Coca-Cola Global Licensing supports The Coca-Cola Company’s commitment to sustainability, diversity and inclusion, partnering with other brands who share these values. Collaborations brought the brand to life with combinations of streetwear and fashion blended with a taste of nostalgia and Coke’s rich heritage. Partnering with influential brands such as KITH, BAPE, Staple Pigeon and Snipes, as well as innovative powerhouses like Morphe and Casetify.
Corona – Constellation Brands
Despite Covid pandemic challenges in 2020, Corona licensed products sales grew with apparel and outdoor up nearly 5% and Corona’s dedicated Amazon store sales up over 139%. New categories in footwear and home goods, and new retail placement at Old Navy and other accounts, augmented strong sales at Walmart, Target and Kohl’s. Corona t-shirts held the #1 position on TeeLuv’s Amazon store for 5 weeks in Spring 2020, outselling over 500 brand and entertainment licenses. Corona product collections of 800+ sku’s include licensed apparel, footwear, accessories, outdoor, barware, and home goods, and coveted brand collaborations.
Hershey’s – The Hershey Co.
The Hershey Company’s licensing program delivered innovative product launches, new partners and expanded footprint, building their global iconic properties. The licensee portfolio grew by 25%, with F&B and GM partnerships in US, LATAM, Asia, Australia and products in 1,000,000+ doors. Licensed US food business expanded its portfolio, offering consumers new opportunities to love HERSHEY’s. Highlights included HERSHEY’S KISSES licensed food innovations, sell out performance above all Kellogg’s cereal innovations in LATAM, 90 F&B product innovations in Asia and 11 awards for ice cream in Australia. HERSHEY’S continues to establish itself in new aisles across expanded categories and retail channels globally.
Heinz, KoolAid, Oscar Mayer – The Kraft Heinz Co.
2020 brought the Kraft Heinz brands into the forefront as consumers turned to their favorite foods during the pandemic. Kraft Heinz, with their licensing agency Brand Central, signed over 26 unique contracts across 16 different categories which secured millions of dollars in royalty revenue and generated over 120 MM brand impressions. Some highlights include expanding the master apparel program with Mad Engine, partnering with game publisher Big G Creative for a delicious set of Kraft Heinz games, creating collectible versions of the Kraft Heinz brands with Zuru’s 5 Surprise Mini Brands and a HEINZ® global tech accessories collaboration with CASETiFY.
SLUSHPUPPiE – ICEE Co.
This has been a masterclass in brand management meaning that a brand which gets virtually no additional marketing support, with a core product that is not widely distributed, has in the middle of a pandemic achieved results way beyond what we thought was capable of it. This has been done through brilliant work by our licensees in managing a brand that people have an inherent fondness for, but importantly with a product that is totally aligned with the brand’s values and personality.
Tasty – Buzzfeed
BuzzFeed’s TASTY is the internet’s favorite kitchen and the world’s largest digital food network, reaching 500M+ people around the globe. Since its branded products launch in 2018, TASTY has reached milestones unmatched in the digital culinary space, including:12M+ units of kitchenware sold, 1M+ books sold in 12+ languages, exclusive in-line kitchenware programs with retailers in 15+ countries, product statements in 10 different departments at Walmart, and all actively promoted across the expansive TASTY social universe. 2020 was the brand’s biggest year yet, with 40%+ YOY growth. TASTY is the world’s largest digital food network and the fastest growing culinary brand at retail.
