product launch

Co-branding: Martini and D&G

Today I want to talk about an interesting example of a product launch video that I've spotted through the Facebook feed of Jean-Gabriel from FreshUp.TV. For branding addicts, its main attraction lies in the fact that it has included several impressively powerful branding techniques in one go: co-branding (or brand partnership), celebrity endorsement and even country branding.

Brand partnership

The product in question is Martini Gold by Dolce & Gabbana that has been co-branded by two iconic Italian brands. Here's an ad that accompanied the product launch:

As I've already written in my article Brand partnerships,

A brand partnership is usually a short or medium-term collaboration between two or more brands in order to enhance each other’s positioning vis-a-vis the target market.

In the case of Martini and Dolce & Gabbana, the co-operation between the two brands has been long-lasting and included such initiative as opening Martini bars within Dolce & Gabbana boutiques in Milan and Shanghai, and even a line of suits by D&G called Martini. The launch of Martini Gold is yet another step that strengthens both brands co-operation even further.

Celebrity endorsement

Italian actress Monica Belucci has starred in the Martini Gold ad acting as a brand ambassador.  In addition to that, the ad has been directed by a famous film and music video director Jonas Åkerlund who himself has a celebrity status.

Country branding

One of the main aims of this video is to evoke the origins, culture and lifestyle of Italy.  Italy is also highlighted by the La Dolce Vita style of the ad, and a mix of Italian style and fashion icons. Monica Belucci embodies Italian cinema, and both Martini and D&G represent refined Italian style. The scenes of Rome highlight the Italian cultural background of the product even further.

For many brands, especially those with a lot of heritage and strong cultural roots, associations with their home countries can enhance the overall brand image and give it a special zing.  Look at how Dolce and Gabbana stress the importance of Martini Gold being a truly Italian brand:

Kipling bags: attitude included

Kipling Helmet Bag

Funky and stylish Kipling bags are sold in 60 countries around the world. The story of Kipling (( the brand was named after writer Rudyard Kipling)) began in 1987 in Antwerp, when its founders decided to launch a brand of stylish bags with personality -- comfortable and far from boring.

The brand was later sold to private investors. In 2004 Kipling was acquired by VF Corporation, which marked the beginning of tremendous growth of the brand globally.

In order to reposition Kipling from sporty and casual to stylish, funky and contemporary, VF hired Isabelle Cheron, a former executive of Chanel and Celine, as the brand’s global Art Director.

For me personally, Kipling is a brand that owes its success to a carefully crafted and implemented brand strategy. I met Isabelle to discuss the rapid success of Kipling over the past years, as find out what makes it a Funky Brand.

SCHMOOZY FOX: As Artistic Director of Kipling, which company functions are you responsible for at Kipling?

isabelle_cheron_01Isabelle Cheron: I have the overall responsibility of managing the Kipling brand worldwide. In practice, this includes overviewing Design, Marketing and Merchandising. At Kipling, these functions are very closely connected with each other, and managing them by the same person has resulted in many benefits for the organization and brand as a whole.

SCHMOOZY FOX: Do you have a background in design?

Isabelle Cheron: I studied business, but there’s also a very strong artistic side in me.  I often draw sketches of new bag models, and then my team of designers brings them to perfection. I certainly have an eye for good design and style, which helps me determine what new product launches would be in line with the overall brand.

SCHMOOZY FOX: What was your main objective regarding the overall brand strategy of Kipling when you joined the company?

Isabelle Cheron: I thought that Kipling had a lot of potential to continue being a brand of very functional bags, and yet I was convinced that it needed to become much more contemporary. I wanted to reveal its true exuberant personality, which became a bit hidden over the years. Importantly, the main objective was not to adapt the brand to a particular age group, but rather, make it into a statement of style, comfort and fun for active, modern women.

magali_cross fushia

SCHMOOZY FOX: Kipling surprises its customers with very innovative collections. From what I’ve noticed, each collection has a little surprise in it -- be it a totally new product, or a different twist added to existing models. How do you make sure that innovation remains at the core of the brand?

Isabelle Cheron: My own source of inspiration and creativity lies in observing women, what they like, what they find functional and stylish. For instance, you may observe that some women always, or mostly, wear high heels, and others -- hardly ever!

But what lies behind this observation? In fact, I think that women who wear high heels are completely different from those who don’t wear any heels! These differences are seen in their personality, the way they carry themselves, and even what they want from life.

SCHMOOZY FOX: And based on these differences, Kipling designs bags accordingly?

Isabelle Cheron: Absolutely! We observe women, we learn what they want, and what exactly they would find comfortable and attractive. For instance, during the upcoming Spring Summer 2011 collection, we’ll launch two new bag models: the DJ bag, and the Festival Bag.

Kipling DJ Bag

The former is an ultra-funky bag for women DJs, and has been designed after studying the needs and desires of many young women who work as DJs, and who have very unique needs that are inherent to their profession.

festival bag_fish skin

The Festival Bag has been designed for concert and festival goers. It has foil-lined inner pockets that are extremely useful for carrying cans of soda. Even if your Coke spills out, your bag won’t suffer!

SCHMOOZY FOX: What are the company’s future plans in regard to Kipling’s brand strategy? How will you ensure that Kipling continues to be a Funky Brand?

Isabelle Cheron: We plan to improve our points of sales globally, as well as ensure that Kipling moves away from the image of casual (which some consumers still share) towards ultra-stylish and functional.

All images in this article have been provided courtesy of VF Corporation.

Funky Brand Interviews are one year old!

Photo by Theresa Thompson on Flickr Today, SCHMOOZY FOX's  Funky Brand Interviews are turning one!

Since last June, we've interviewed founders and top managers of some of the funkiest brands out there. In each of these interviews SCHMOOZY FOX has tried to uncover personalities and interests of real people behind brands, as well as learn insights into these innovative companies from a personal perspective of people who work there.

From the Dutch lingerie queen, to a talented photographer who helps people build funky personal brands, to a funky T-shirt brand and a top luxury fashion designer -- all of our interviewees could identify with SCHMOOZY FOX's concept of funky brands. And this is definitely something to celebrate!

Below is the list of all SCHMOOZY FOX's Funky Brand Interviews to date, and there will be more funky ones coming soon!

And don't forget, we'll continue to celebrate throughout the summer! If you are a funky (or funky-to-be) startup, you can learn how you can benefit from some top-notch brand strategy coaching that we've arranged for you FREE of charge! Learn more here.

OUR FUNKY BRAND INTERVIEWS TO DATE

Interview with Rowan Gormley, CEO of Naked Wines

Interview with Marlies Dekkers, the Dutch "lingerie queen"

Interview with artist Thaneeya McArdle

Interview with Kyan Foroughi, CEO of Boticca,com, an online jewellery market place

Interview with James Payne from Baileys Irish Cream

Interview with Tekin Tatar from BeFunky.com

Interview with Wim Somers from Theo

Interview with founders of Lotty Dotty

Interview with Michael Chia, a photographer who helps build funky personal brands

Interview with Martin Bachmann, CEO of Maurice Lacroix watches

Interview with Anders Wall, CEO of Biomega bikes

Interview with fashion designer Tim Van Steenbergen

NIKE partners with rapper Dizzee Rascal

This post is about NIKE's collaboration with rapper Dizzee Rascal to support the launch of the limited edition shoe Air Max 90 Tongue N Cheek, based on the new album release by the musician.