Cobranding Coca Cola + Axe {By: admin}
Axe deodorant (a.k.a. Lynx in many parts of the world) and Coke Zero have joined in a promotional partnership.
This sort of thing is not uncommon in Argentina . It can be an effective way of achieving product sampling with the added benefit of association with a cool brand. Perhaps this will help Coke Zero stand out above Pepsi Max as the two are advertising prolifically at the moment for essentially the same audience.
70,000 packs of the two products will be on sale throughout the country in supermarkets and farmacies. There is a clear overlap between the two target audiences but I wonder how many of Axe’s consumers do their own shopping.
Axe desodorante (a.k.a. Linx en muchas partes del mundo) y Coca Cola Zero han ensamblado una sociedad de cobranding.
Este tipo de asociación de marcas no es infrecuente en la Argentina. Puede ser una manera eficaz de alcanzar el muestreo del producto con la ventaja agregada de la asociación con una marca reconocida. Quizás esta asociación ayude a Coca Cola Zero a contrarrestrar las publicidades de Pepsi Max dirigidas al mismo target.
70.000 paquetes de los dos productos estarán en venta a través del país en supermercados y farmacias. Hay un claro solapado entre ambos targets pero cabe preguntar cuántos de los consumidores de Axe hacen sus propias compras.
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