One way to strengthen your brand

Halo 3What’s one way to strengthen your grip on one of your most important segments? Co-brand yourself with the one of the most popular franchises of the 21st century.

Mountain Dew has co-branded itself with the upcoming video game Halo 3. They will have a special drink that sports the Halo 3 logo and a character from the game. According to spokeswoman for Mountain Dew, “Gaming is an important component in the marketing efforts for Mountain Dew. Our goal is to go beyond traditional advertising by creating initiatives that make the brand an integral part of the gaming experience.”

Seeing as how Mountain Dew is known for sponsoring gaming events, this move makes perfect sense. The brand recognition alone for the drink company has got to be worth the undisclosed cost.


2 Responses to “One way to strengthen your brand”

  1. 1 Katie April 19, 2007 at 12:39 am

    I’ve got to give props to Mountain Dew, they are really getting their name in where it counts. I can admit that I’ve succumbed to shameless consumer support of their advertising methods. The combination of Halo and carbonated beverage is a co-brand I can appreciate.

  2. 2 Katie May 15, 2007 at 6:18 pm

    thought this article might be interesting to you in regards to your blog:
    When Brands Join Hands: Examining the Reciprocal Effects of Brand Alliance Strategies on Partner Brand Equity.
    Author: Swaminathan, Vanitha1

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My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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