Co-Marketing Strategy for a New Age: Dunkin’ and Dove are Teaming Up

Co-Marketing Strategy

In the history of great co-marketing campaign duos, we’ve seen a handful of truly memorable collaborations over the years. From Uber and Spotify’s long-term relationship to power customer music picks on rides to marketing BFFs Red Bull and GoPro’s record-setting adventure videos, it can feel like these match-ups were meant to be; but, there’s always a team behind the magic… some deciding process that sets the wheels in motion.

Now, Dunkin’ and Dove Hair are teaming up in what we’d categorize as an “unlikely” co-marketing effort. No judgment over here, though – we are actually super impressed! Anytime the marketing teams from these respective companies get together and come up with something tailored and special to reach out to new audiences, it’s incredible the types of ideas that can come up.

In their campaign together, Dunkin’ and Dove are working together for National Coffee Day (9/29) to engage with on-the-go (mostly female, woot!) consumers, offering up the chance to win a year’s supply of coffee and dry shampoo. Like we said… coffee and dry shampoo aren’t typically things we’d combine in our minds. But, for this campaign’s purpose, we think it’s absolutely brilliant to target busy women who need to get their caffeine and hair-do on every single day.

Here’s what Marketing Dive had to say about it:

The Dove x Dunkin’ collaboration may seem like an odd pairing, but the brands are embracing the “running on coffee and dry shampoo” message that has become a slogan on apparel from Aéropostale and across Etsy. The campaign is part of Dunkin’s newly announced rebranding that drops “donuts” from its name and focuses on reaching on-the-go consumers with coffee, in an effort to compete with Starbucks.

Calling the coffee and dry shampoo combo the “ultimate life hack” — and the sweepstakes to win a year’s supply of the products — could resonate with consumers and give the brands a social media boost, as many social media users often already post and share photos about their hectic lives. Younger consumers, especially millennials and Gen Z, appreciate how-tos or “life hack” content that helps them live more balanced lives. Partnering with celebrities, who will share their own tips, will also broaden the campaign’s reach.

The pop-up styling café is part of a trend that more brands are embracing to engage with consumers in real-life settings to build brand awareness. Experiential events typically resonate with younger consumers who appreciate unique, branded experiences and the ability to try new products. The events often give brands a social media boost, since they usually feature interesting visuals that inspire attendees to snap photos and selfies to post on social media.

What are your thoughts on this co-marketing partnership? We’d love to hear in the comments below!