While the Pinko Coca Cola collection is out in the stores we can focus our attention on the evolution of this communication-through-licensing model. “Limited edition”, “collaboration”, or “co-marketing”: whatever yoy may call it, using an external brand, or artist, or curator to add new ingredients and values, or simply telling a different branding story,has become an efficient brand innovation tool for lifestyle brands.
This Pinko Coca Cola collection is a reference case: a licensing based model (curated by TLC, part of Global Brand sGroup) with a strong collaboration licensor-licensee on a true exchange base, and a committed licensee leveraging on social communication and retail activations to maximize the effort. Not only to increase sales, but to be more relevant.
Pinko and Coca Cola launched their collaboration on June 2016, with an event in Pinko Milan flagship store at Via Montenapoleone. 50 millions Pinko Coca Cola Light cans and bottles, designed by Caterina Negra, Pinko creative director are launched, with a conteste-based consumer activation.
#Glamtaste is the official keyword to this first wave of the social buzz, ignited thanks to all the celebrities and bloggers involved in the launch event.
On December 10th 2016 the second wave of communication is kicked-off; Instagram and Facebook premier the spring summer 2017 collection, along with Italian and international fashion bloggers featuring the items. All items featured are chosen according to orders collected and products in store, to maximize the effect on sales.
The first collection (see gallery below) seems to be well construed, matching the creative signature of the Italian fashion brand, two versions of Pinko’s Love Bag included, with the most pop iconography of Coca Cola.
Some of the items already sold out on Pinko.com, first of all the two iconic Love Bags, preparing the partnes to the second collection, due on Autumn Winter 2017.
Sinergy and commitment between two collaborating partners, focused communication and careful product development seem to be the base for a new platform for lifestyle brands.
The Collaboration Generation is on its way.