Packaging play cross-border, brand marketing effect 1+1>2

Packaging is a communication method to communicate directly with consumers, and the visual remodeling or upgrading of the brand will be directly reflected in the packaging. And cross-border co-branding is a marketing tool often used to make products and brands. A variety of unexpected cross-border co-branding, not only can use packaging creativity for the original product line to create the brand’s best “advertising page”, but also can be used to penetrate into the circle of young consumers, from the beginning of the packaging so that users can see the brand’s bold innovation and growth, and then stabilize the market.

Recently, cross-border co-branding is becoming more and more hot, all major brands try to cross-border co-branding, but also appeared a lot of our unexpected combination. It can be said that the brand for cross-border co-branding seems to be a bit obsessed. Brands have been trying to subvert the inherent impression of the brand in the minds of the younger generation in different areas, in order to attract young consumers, the brand in the cross-border marketing continue to boldly innovate a variety of cross-border collocation with a large number of eye-opening cases, but also let the majority of consumers to see the versatility of the brand, giving the brand more innovative possibilities.

Barbie has been on fire recently, today let’s take a look at those Barbie’s those cross-border packaging co-branding it!

Colorpop & Barbie

Colorpop and Malibu Barbie co-branding cooperation. Create Barbie powder packaging, Barbie lipstick, Barbie eyeshadow, Barbie highlights, Barbie mirror …… let you dream back to childhood Barbie games.

Colorkey & Barbie

Colorkey also launched a new product with Barbie co-branding, Barbie Sweetheart Mini Lip Glaze Set, Barbie Sweetheart Eyeshadow Palette, to create a dreamy single product of the sweetheart princess.

Banila Co & Barbie

Banila Co and Barbie co-branded the launch of co-branded models of makeup remover cream, cleansing cream and limited peripheral, cute and lovely packaging, always exudes a sense of girlishness, very attractive to consumers.

The brand chose to co-brand with the makeup world, but also took into account the current trend of beauty trends. On the one hand, it can intuitively present the packaging theme, without losing the value of the design, but also for the brand to win a certain consumer hotspot. However, although the co-branding is interesting, if the pursuit of novelty and ignore the brand theme, but easy to put the cart before the horse. Therefore, when choosing a co-branding party, the brand should first locate its own product characteristics, so that the crossover is worthy of consumers to buy.
These makeup brands effectively combine the Barbie itself has the pioneer art, personality qualities and contemporary consumer aesthetic trends, packaging can be co-branded, giving consumers a more novel experience.
But with the toy IP film and television, Barbie’s interpretation of “beauty” and whether in a crowd of competing markets to obtain sustained exposure, solid audience, so that more people in the Barbie IP universe to get emotional resonance, harvest emotional value, it is worth exploring. The co-branding marketing is a constant topic if we want to get effective sales conversion, establish and maintain users’ sense of identity and goodwill towards the brand, and complete the enlightenment of the public’s correct values in the name of “co-branding”. Packaging upgrade is necessary, but how to upgrade is the need to think carefully.