One interesting case about how co-branding and collaboration platforms can boost brand licensing project is offered by this latest Yes I Am for Mentos launch.
Not long ago, Mentos stepped up its licensing program, immediately sharing its brand values with other partners. A first cameo was Pantone Colorwear x Mentos, launched at Pitti in January 2015, then last year came Citroen with the “stay fresh “ campaign in collaboration with C1.
Now an Italian peculiar fashion label gets on board; Yes I Am is a recently launched brand of men’s beachwear, whose DNA could be summarized in three words: bold, colorful, and cheeky. Loved by bloggers and socialites, it is now coming out from its niche to be found in concept stores like M Collective in Milan, where visual merchandising is organized by state of mind.
It is not a case that M Collective hosted the party launch of Yes I Am for Mentos, during the hectic days of the Design Week. The ironic swimsuits (Mentos claim “45 min. effect” on the front of a swimsuit comes probably by design) and jackets were presented by Cristiano Rinaldi himself with his team, together with the licensing team from Perfetti Van Melle, owner of Mentos brand, in a disco atmosphere, with party animals lining up outside, music and drinks and models.
You can have a taste of the mood of that night in our gallery below.
A launch designed to create buzz on both brands, and inspirations which are relevant to all the next Mentos partners.