For those of you who live in a cave, December 20th marks the eagerly anticipated release of ‘Anchorman 2.’ Now, the reason we use the ‘cave’ reference is that the amount of marketing and PR to promote this Hollywood behemoth has been astronomical!
However, today marked perhaps the greatest twist in this tale – as the collaboration between the Anchorman movie brand and ice-cream aficionados Ben and Jerry’s to create a ‘Scotchy Scotch Scotch‘ flavored ice-cream was revealed.
Woah! Before you reach for the advertising-standards hotline next to you – the limited-edition dessert is in fact, devoid of any alcohol but is a delicious sounding, mouthwatering blend of butterscotch ice cream and butterscotch swirls.
Rest assured that us Suffolk branding and logo experts like to keep our ear to the ground on these things and this is not the first of these kind of brand collaborations. The Vermont based ice cream giants have now signed up for a few of these film tie-ins, including ‘AmeriCone Dream‘ for the Comedy Central host, Steven Colbert and even a flavour to complement the tv series ‘30 Rock.‘
Our initial response to this news (after the squeals of delight) was a quizzical glance to one another, wondering why exactly these two brands have decided to team up? Surely if you’re promoting Ron Burgundy’s love of Scotch, a link with an actual Scotch whiskey manufacturer makes more sense? Although, having said this, finding a brand in the Whiskey industry that shares your comedic stance and love of a tongue in cheek pun is perhaps an explanation in itself.
This is not the first time seemingly unrelated brands have collaborated in order to generate a little more revenue for both parties, We have listed another couple of odd bed -fellows below:
Branding by Armani and Reebok.
In the summer of 2010 the brands Armani and Reebok announced they would be launching a range of training wear that coupled comfortable and affordable clothes with a designer price tag. The range was generally well received although the amount of revenue this little PR stunt actually made is certainly questionable.
Branding by Evian and Paul Smith
Evian often comes out with a collaboration to help boost the appearance of the brand. In 2009, Evian came out with a limited number of special designer editions of their bottled water that had been styled up by fashion designer, Paul Smith. This ‘linking up with a fashionable designer’ trend seems to be a common theme for a lot of brands looking to boost brand awareness.
Branding and logo design guidelines often dictate that your company’s brand should be kept separate from anything else to avoid confusion, but these corporate giants are willing to risk their individuality on a marketing opportunity. The jury is still out on whether or not these brand collaborations really work but all we know is that we’ll enjoy the delicious ice cream flavors whilst they last!
Another point worth mentioning is that Ben and Jerry’s (who turned over $132 million in 2012) have become more engrained in modern cinema culture, with many Cineworld establishments now boasting their very own Ben and Jerry’s counter. So perhaps this goes part of the way in explaining the reason behind this new relationship with the entertainment industry, on both the big and small screen.
If you really want to get on board with this campaign, and your local cinema stocks the ‘Scotchy Scotch Scotch‘ flavour, why not sit and watch the new film whilst diving into a tub of this delectable sounding dessert? As we mentioned above the “Anchorman” sequel is released on December 20th, but the Ben & Jerry’s treat hits shelves in the next few weeks so keep your eyes peeled and hey, why not pick us up a tub whilst you’re there?