Monday, August 25, 2008

CO-BRANDING | Sportswear and Deodorant

I picked up a copy of Women’s Wear Daily dated August 14, left by someone who got off the Hampton Jitney earlier than me. On page 2 is a story about the spread of women’s sports apparel into other daily activities. Of women surveyed, 82 percent say they wear their sports kit around the house, 65 percent running errands, 40 percent shopping, 21 percent when having lunch or going to a movie, 10 percent to school. The research was done by Cotton Incorporated’s Lifestyle Monitor (it’s not clear whether the story was written by WWD or was a paid ad or both).

The story got me thinking about co-branding possibilities. Right now we have these:

  •  Budweiser and Old Spice, connected by a movie. 
  • Axe deodorant (a.k.a. Lynx) and Coke Zero.

How about a sample deodorant stick with every sports outfit?

  • TENNIS WITH NIKE IN THE MORNING
  • LUNCH WITH AXE AT NOON
  • "Wear Nike apparel as long as you want with 24-hour protection from Brand X (sample enclosed FREE)."
  • "Only your partners will know how long you played."