Picks of the Week: May 1, 2017
Sailor Jerry Spiced Rum Signs Multi-Year Partnership with Harley-Davidson
Sailor Jerry Spiced Rum and Harley-Davidson have teamed up just in time for Harley-Davidson’s 115th anniversary in 2018. To rev-up their partnership, Sailor Jerry will be unveiling a series of 22 customized Harley-Davidson motorcycles at the Harley-Davidson Museum in Milwaukee on May 2nd. The bikes were designed by a variety of acclaimed U.S. artists, including tattoo artists, muralists, automotive designers, and more. As part of the campaign, fans of Harley-Davidson and Sailor Jerry Spiced rum will have a chance to win a motorcycle through an online sweepstakes program. Between their shared Americana roots, and values anchored in freedom of expression and customization, this partnership exemplifies a natural coupling of brands, with both companies standing to gain from one another’s cult-like following. So grab your leathers and strap on your helmets, because these two companies plan on bringing their venture to life in bars, restaurants, Harley-Davidson dealerships, and joint celebrations around the country, which could make for an exciting ride.
Tim Hortons Opens Toronto Latte Café Under the Name “Perfectly Uncomplicated Lattes”
This month, “Perfectly Uncomplicated Lattes” café opened its doors in the trendy Queen & Bathurst area. The café had a simplistic, white store front and décor, and the following mission statement printed on the wall: “The perfect latte. It’s perfectly uncomplicated. It’s one size. And an affordable price.” The latte was the only item on the menu and cost $2.99. It was later revealed on Tim Hortons’ Facebook page that the café was operated by Tim Hortons all along, as a promotion for the launch of their new lattes. Tim Hortons donated all sales proceeds from the pop-up store to the Tim Horton’s Children’s Foundation. While in operation, the pop-up store generated widespread social media attention as patrons took pictures of their lattes. Tim Hortons has generally operated in a different lane than Starbucks, and other artisanal cafes. Tim Hortons typically offers less of an experience and more of a service, while its competition invites guests to stay for prolonged periods of time. The pop-up shop could be a way for Tim Hortons to breakthrough the stigma that their coffee is less expensive and therefore, of lower quality. In addition to offering complimentary Wi-Fi, more inviting seating, and now, premium drinks aimed at the artisanal coffee crowd, Tim Horton’s appears to be expanding their brand into a new space.
Brands Look to Capitalize on Guardians of the Galaxy Release
With the highly anticipated Guardians of the Galaxy Vol. 2 soon hitting theatres, the movie has participated in a very extensive brand partnership strategy. Major brands, including Geico, M&M’s, Ford, Dairy Queen, and Build-a-Bear Workshop, have all jumped onboard to include the film’s iconic characters in hopes of enhancing their own marketing campaigns.. Major brands, including Geico, M&M’s, Ford, Dairy Queen, and Build-a-Bear Workshop, have all jumped onboard to include the film’s iconic characters in hopes of enhancing their own marketing campaigns. Geico’s ad, for example, which includes fan-favourite Baby Groot, currently has over 5 million views on YouTube. Major blockbuster movies, especially those with recognizable characters, present a unique opportunity for brand partnerships, leveraging both the excitement of the movie and affinity for the film’s characters. Disney has done a very successful job in building the characters of the Guardians of the Galaxy to the point where they are able to participate in multiple brand partnerships.