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AEROPOSTALE – Coca-Cola
Coca-Cola partnered with teen retailer Aeropostale to unveil a robust apparel collection, including gender-neutral pieces, keeping up with the latest inclusive fashion trends favored by their customers. The collection remixed Coca-Cola’s iconic marks with a modern flair suitable for Gen Z festival goers and summer-fun enthusiasts. Recognizing their consumers’ social lifestyles often revolve around food and beverages, Coca-Cola found synergy partnering with Aeropostale; brands both deeply ingrained in Gen Z’s cultural landscape. Available in 495 stores across the U.S. and online, the 38-piece collection was amplified by an extensive 360-degree marketing campaign featuring digital content, paid media, emails, SMS, VIP seeding, and store take-overs (windows, front table). The partnership yielded impressive results, generating over 25 million impressions and sell through surpassing Aeropostale’s expectations. The successful collaboration allowed Coca-Cola to engage with Gen Z through multiple touchpoints and connect with their audience in a fresh, exciting way.
Allkinds – Chupa Chups (Asembl Brands)
Allkinds is a dedicated youth personal care retailer with a presence in ANZ, the U.S. and Asia. In a first-to-market, Allkinds reimagined Chupa Chups’ Watermelon, Grape, Strawberries & Cream, and Caramel flavours into their disruptive personal care products. The 32-SKU range included whipped shower-foam, jelly wash, shower syrup, and lip saver products. The partnership played to both brands’ strength in flavour, colour, fun, and imagination. Allkinds drove hype and excitement around the collaboration in store and online, creating a Chupa Chups festival for Gen Z—Chupa Fest. Allkinds supported Chupa Fest with paid and organic media, in-store VM, tote bags, Chupa Chups GWP, paid and gifted influencers, organic social talent stunts, and two launch event activations, which were complete with festival themes and activities. The partnership increased in-store footfall by 20%. As the first licensed collaboration for Allkinds, the results exceeded expectations.
Kohl’s – Crayola (Retail Monster)
The Crayola x Kohl’s partnership launched the most colorful retail collaboration of the 2023 holiday season. Crayola has been inspiring people to express themselves through color for over five generations. The bright and bold product assortment offered playful fun in every shade of happy, using unexpected bold patterns and innovative product features across apparel, home décor, gifts, and toys. This limited-edition collection truly established Crayola as a lifestyle brand, introducing products that included color-changing features, customization with draw-on applications, and Crayola Color of Kindness messaging, making the Crayola x Kohl’s shop a unique and compelling gifting destination for the Kohl’s shopper. Reaching over 1.5 billion media impressions and securing 438 placements, the Crayola scooter was also featured on the TODAY show as an award winning, Parents’ Best Toys item of the holiday season. Products were featured in the Kohl’s national TV ad campaign, supported through a retail and social media campaign.
Peter Alexander – Moulin Rouge (Asembl Brands)
Peter Alexander and Moulin Rouge partnered to launch a glamorous limited-edition sleepwear range featuring the icons of Paris’ Moulin Rouge. The six-piece collection was Moulin Rouge’s first licensed range to launch in Australia and included sleep sets, tees, pants, shorts, and an elegant kimono gown. Launching online and in over 120 Peter Alexander stores across ANZ, the range took inspiration from vintage Moulin Rouge posters and motifs. The collection offered consumers an enchanting taste of the Parisian Moulin Rouge world through Peter Alexander’s unique designs. Peter Alexander supported the range extensively through creatively illustrated campaign imagery, paid and organic online and social media campaigns, and theatrical visual merchandising instore. The in-store VM included window take overs across all stores, bringing the theatre of the cabaret show to life in all Peter Alexander stores, driving millions in sales.
Primark – Dr. Seuss Enterprises
Primark launched its largest How the Grinch Stole Christmas! range ever, extending into stores globally for the first time. The retailer’s expansive collection spans family pajamas, snuggies, Christmas jumpers, gifting sets, health and beauty, tree decorations, pet accessories, and confectionery. Over 100 SKUs launched into stores globally supported by window displays, POS, cross category merchandise displays, and a lifestyle photoshoot. The full range saw sell through in the high 90% across all categories. In a deal secured by WildBrain CPLG, Primark stores in Manchester, Edinburgh, and Birmingham in the U.K. also featured Grinch-themed café activations, with a menu featuring festive food for fans to enjoy. The Grinch theme saw footfall increase by over 100% in each café! The range was also promoted with a high-level influencer event involving big names in the industry being pranked while touring the Grinch range and Birmingham café.
Ripley – Bored of Directors (Brand Central & The Business Hub)
Bored of Directors, collective of Bored Ape Yacht Club NFTs, built a powerhouse collaboration this year with Ripley, a leading retail chain in South America. The collaboration was brokered by BoD IP owner NFIP, exclusive global licensing agency Brand Central and sub-agent The Business Hub. The hot NFT brand and popular retailer launched the global initiative with a promotional campaign with famous influencer Hugo García. First stop—Times Square in New York where Hugo was featured on the Times Square TSX screen sporting his Ripley x BoD apparel. The collection is now available throughout Peru and includes various men’s apparel lines, including polo shirts, shirts, diver shorts, jean shorts, and swimsuits. The retail collaboration was supported through social media unboxing featuring influencers like Hugo García, George Rubin, Renato Rossini, Roberto Artiagas, Gian Ganaja, and Sergio Peramás, aligning the campaign with its intended audience and making the product a popular sell out.
