« Besties »? Not quite

The new Coca-Cola and Oreo collaboration, with its promise of “Besties Forever,” had the potential to be an iconic moment in the world of co-branding. Two strong brands whose values are based on celebration, joy, and time shared with loved ones sound like a match made in heaven. Instead, the result left us scratching our heads, wondering if the “besties” had actually spent any time together before this ill-fated rendezvous. Perhaps it’s good that they slapped the words “for a limited time” on top of the “forever” part of the shared slogan. Let’s start with the visuals. Look at that can! It’s like Pepsi Max’s flamboyant, over-the-top cousin showed up to the party uninvited ready to make herself the center of attention. The dominance of black and white, punctuated by just a spot of red and a timid hint of blue, creates a visual identity that dangerously skirts the edge of Pepsi territory. Coca-Cola, with its iconic red, has carefully cultivated a distinct visual language. This can, however, risks diluting that hard-earned brand equity, potentially confusing consumers and leaving them wondering if they accidentally grabbed the wrong soda. And the « cookie bottle » graphic? A baffling design choice that adds unnecessary visual clutter and leaves us wondering if the designers were sleepwalking through the briefing.

Beyond the visual missteps, the collaboration also stumbled in the realm of flavor. Reviews of the Coca-Cola flavored cookies suggested a dominant cinnamon flavor, an unexpected and jarring departure from the classic Oreo experience. This unexpected flavor profile, while perhaps an attempt at innovation, ultimately felt dissonant with the core essence of both brands. Oreo banks on nostalgia and remembrance of childhood memories, and Coca-Cola’s identity is centered on its classic taste and freshness. “New, extra sweet and cinnamony” doesn’t evoke any of those values.

The co-branded beverage, while not unpleasant, also offered a somewhat confusing flavor experience. During an internal office tasting, we found a subtle vanilla undertone, reminiscent of the Oreo cookie’s creamy filling. However, the beverage lacked the distinct character and excitement one might expect from such a high-profile partnership. It felt less like a joyful celebration of two iconic brands, and more like a tense, reality TV scene between two frenemies that leaves the viewer (drinker, in this case) thinking “Wow, that was a lot!”

Successful co-branding hinges on a delicate balance. Strong brands, like Coca-Cola and Oreo, possess unique identities – a distinct personality, a consistent message, and a loyal following. A successful collaboration should seamlessly integrate these identities, creating something new and exciting while respecting the core essence of each brand.

Consider the iconic pairing of Kit Kat and Nestlé Crunch. This collaboration, featuring a Kit Kat bar with a Nestlé Crunch center, brilliantly leveraged the strengths of both brands – the crisp, light texture of Kit Kat with the satisfying crunch of Nestlé Crunch – resulting in a truly delightful and innovative treat that resonated with consumers. This is a prime example of how to successfully co-brand: amplify the strengths of each partner, create a truly unique offering, and deliver an experience that exceeds expectations.

The Coca-Cola and Oreo collaboration, unfortunately, fell short of this mark. It serves as a valuable lesson in the art of co-branding: sometimes, even the best of friends need a little more time to truly understand each other before embarking on a grand adventure.

Authors:

• Liliana Avila Ospina
• Norma Caldas
• Constantin Duran
• Zanna Kolnookowa
• Omar Sakr
• Tatiana Shabashova

IMBA, promotion 2024