10 unusual examples of brand partnerships in 2020

We explore brand hook-ups to come out of the COVID-19 crisis, from Uber and Petbarn to Binge and The Iconic

View all images


Keeping consumers comfortable: Binge and The Iconic’s inactive wear

As COVID-19 turned staying into the new going out, streaming platform, Binge, and The Iconic partnered on the launch of a line of unisex luxe-loungewear under the ‘Inactivewear’ banner. 

Credit: Binge


The range included 19 different pieces, from jumpers, hoodies and sweatshirts to tracksuit pants, shorts and socks and was all focused on comfortable leisurewear that captured the essence of the stay-at-home reality of both sets of customers. The Binge and Iconic partnership also saw local model, Tahnee Atkinson, as brand ambassador for the new line of limited edition loungewear.

Keeping consumers fit: Fashion and FMCG brands dial up at-home workouts

In contrast, keeping fit was a key focus area for a raft of consumer brands looking to keep their customer engaged during lockdown. As a result, a flurry of partnerships were struck between fashion and FMCG brands with workout providers and gyms in order to deliver workout content directly into the homes of consumers.

One such example globally was deodorant brand, Rexona, which committed more than 1 million Euros to supporting fitness experts and communities globally. As part of its efforts, Rexona partnered with movement champions and partnerships, from pop group, Now United, to Chelsea and Manchester City football teams, to deliver creative and fun ways to stay active. These stretched from daily challenges to seven-day workouts.

Other brands tapping similar partnerships with workout experts locally included The Iconic, Stylerunner, PE Nation, Nike, Suncorp and Big W.

Keeping people employed: Woolworths takes on stood down staff from Qantas

COVID-19 left several industry categories forced to stand down staff in the face of huge challenges to their business and revenue generation models. One partnership trend to emerge off the back of this was temporary employment in businesses that were required to rapidly scale up headcount to cope with crisis demands.

A good example of this was Woolworths, which needed to fill 20,000 roles during the height of lockdown. To do this, the supermarket giant struck partnerships with the likes of Qantas, Village Entertainment, Michael Hill Jewellers, Cotton On, Accor and Super Retail Group to take on temporarily stood down employees.

The result was nearly 5000 short-term roles offered to Qantas Group employees taking leave without pay. Woolworths CEO, Brad Banducci, said working with a number of customer-focused businesses impacted by government measures to stop the spread of COVID-19 was both about ensuring it could continue to serve customers, while also supporting the wider community.

“We’re hopeful these businesses will bounce back strongly once this crisis passes, and we want to do our bit to help them - and their people - get through the short-term challenge,” he stated at the time.

Technology access: Coles and Boost Mobile

Even as we come out of the thick of COVID-19 impact, the consumer and societal trends it’s seen brands reckon with continue into the next normal. One of the more recent partnerships we’ve seen exhibiting this long-term impact is between Coles and Boost Mobile, a youth-focused telco brand.

Credit: Coles


In November, the pair joined forces to offer Coles customers refurbished Apple iPhones while during their weekly shop. In a first for Coles, the phone comes unlocked but with premium Boost packaging and is bundled with a $10 Boost Mobile SIM. The fully refurbished mobiles with 32GB capacity and priced at $259. .   

Boost Mobile claims to be the first major prepaid supplier to offer refurbished smartphones when it launched its online Refurb Store in July 2019. The company said its partnership with Coles underlined the companies’ shared commitments to delivering value for customers while improving sustainability outcomes by extending the useful life of high-quality technology.

“Coles has had a strong mobile phone offering for many years, and this partnership with Boost to offer quality refurbished smartphones is another great way we can deliver value for our customers in a more sustainable way,” Coles general manager Non-Food, Jonathan Torr, said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in