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Coca-Cola, Hi-C, Sprite – The Coca-Cola Company
In 2021, Coca-Cola global licensing celebrated the 50th anniversary of Coke’s Hilltop advertisement by partnering with over 25 brands including PacSun, Morphe, Tafi, Timex, Casetify, PopSockets, Grade Africa, and Smeg. With products in 170 countries, across 22 languages, and retail placements in more than 200,000 stores, key collaborations included FILA, Asics, Crocs, Jason Wu and Daniel Fletcher. Food partnerships with the likes of Powerade Sports Freezer Bars, Minute Maid, and Tic Tac offered consumers new ways to enjoy the brands they love.
Hershey’s – The Hershey Company
Hershey innovated and expanded globally through new product launches, additional partners, market penetration, and retail footprint. The licensee portfolio grew to over 60 across North America, Latin America, Asia, Australia, and the UK. General merchandise categories include apparel and accessories, bath, body, jewelry, collectable toys with Zuru and Funko, Squishmallow plush, game and puzzles, seasonal décor, costumes, celebration, home fragrance, bakeware, grilling tools, cookbooks, and gifting.
Fruity & Cocoa Pebbles – Post Consumer Brands, Warner Bros
To celebrate its 50th birthday, PEBBLES™ launched ten licensed partnerships to give fans ways to enjoy the iconic cereal outside the bowl for the first time in brand history. Key offerings included Fred & Barney Funko figures, the I Heart Revolution makeup collection, and a Dumbgood apparel drop. There was also innovation across multiple food and beverage categories, including Duncan Hines cake mix, Dreyer’s Grand ice cream, and International Delight coffee creamer.
Corona – Constellation Marketing Services
In 2021, Corona Beer celebrated La Vida Mas Fina and its best year in licensing. Apparel and accessories sales were up 79%, successful collaborations were executed with Vineyard Vines and Primitive, and new categories were launched at key retailers. Sales at Walmart, Target, and Kohl’s were driven by footwear, where Corona is the leading licensed beverage brand, as well as apparel and accessories.
The Cheesecake Factory
Over the years, The Cheesecake Factory has developed a loyal following from celebrities, athletes, influencers, and general restaurant guests. With three strategic partners, consumers can now experience the fantastical eating experience that is The Cheesecake Factory from the comfort of their own homes! In partnership with Bimbo Bakehouse, we offer our famous “Brown Bread” and Brioche Burger Buns for in-store bakery, while Wells Enterprises and Lakeview Farms produce ice cream pints and premium puddings, respectively.
Kool-Aid – The Kraft Heinz Company
In 2021, Kraft Heinz and its exclusive agency Brand Central added over 20 new licensees. Partnerships include Kool-Aid® x PUMA, a fashion collaboration of footwear and apparel for back to school, and SWAG Golf’s playful assortment of golf accessories featuring the Kool-Aid Man, which sold out on every new release. Highlighting the Kool-Aid brand’s fun flavors, licensee Nostalgia Products created delicious snow cone syrups that launched nationally at Walmart. OH YEAH!!
Streets – Unilever Australia
Australian ice cream brand Streets offers iconic brands including Golden Gaytime, Paddle Pop, Bubble O’Bill, Splice, and Weis. Asembl Brands is responsible for extending Streets’ flavors and characters into new licensed innovations. In 2021, Streets saw six new food and 12 nonfood launches across baking, snacking, jewelry, gifting, and apparel. Key successes included the Golden Gaytime Easter Egg achieving 100% sell-through before Easter and Street’s first jewelry range featuring Bubble O’Bill and Paddle Pop creating huge media buzz.
