Lacasera, Gala Giving Valentine Vibes With Mega Collaboration

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“Na cooperation dey make rice full pot,” so says a popular pidgin proverb. Another one intones, “two heads are better than one.” Yet another says, “alone we can do little, together we can do so much.”

The place for collaboration for complementary brands came to the fore today as Gala and Lacasera took to their respective social media pages to drop a surprising creative, “Let Love Rule.” This is coming from a background of ‘beef’ both brands have had in the past despite the fact that they do not play in the same space.

A little background to this: The beef began in 2020 when the foremost apple drink began ‘toasting’ the sausage roll, Gala in a series of messages on social media that culminated on the 14th of February with a creative proposal to ‘G babe’ in a replica of “Be my Val” invite, where it outlines why a relationship between a certain “G” babe a supposed complimentary brand, is desirable.

Rising on common economics 101 which notes that complementary goods could thrive better on partnerships and possibly co-branding, the message reads:

“Dear G babe,

“You are such a snack I’ve heard the whispers that we look good together. The perfect match that goes hand in hand. I must confess, I bubble on the inside whenever I see you, which is every time, considering we are always together, come rain, come shine. We would be the cutest couple ever and be on everyone’s lips. So…here is me shooting my shot. Fancy being a couple?”

Possibly irked by the Lacasera post, Gala in a head-on fashion, through its handle @galasausage replying to @Lacasera_NG had pronounced that, “Gala sausage Roll dissociates itself from this communication”.

This response got Twitter on fire as netizens took to their handles to express their feelings on why the two complementary brands couldn’t just work together.

Things appeared to be getting to a head between both brands in the last couple of days as a battle between both brands on who rules the streets was ignited on social media, painting a scenario between the two feuding families in William Shakespeare’s Romeo and Juliet-only this time, the Romeos and Juliets happen to be the consumers who are in love with the brands… consumers who have and are still enjoying the combo of the refreshing Lacasera and nourishing, filling taste of Gala Sausage.

With both brands vying for the ‘kingship’ and ownership of the streets, very few could have guessed that something mega was in the works. With Twitter agog with the supposed rivalry between the UAC Nigeria flagship brand and The Lacasera Company’s foremost CSD brand, no one expected the ‘no love lost’ stance between the two to metamorphose into a Valentines’s Day special alignment.

Following the recent development, brand watchers are optimistic of a possible synergy will arise from this valentine campaign. They hope the result would be one of the most successful and exemplary campaign that could set an industry standard.

And why not? Collaboration is often said to be the key to success. In fact, a recent report in the U.S found that mid-sized businesses that collaborated on joint initiatives were $430,000 better off than those that didn’t, and that more collaborative businesses had much greater revenue growth than less collaborative businesses.

culture – BlushwithAdeola

Industry experts have for years spoken of the place of co-creation, cooperation and collaboration in moving the IMC industry forward. In fact, collaborative marketing has been prescribed by many experts. Collaborative marketing can take many forms. This is the act of working with businesses with similar interests to accomplish more. It could range from something as simple as giving a ‘shout out’ to another company on social media in exchange for one in return, to a full-scale joint ad campaign and anything in between.

Another related term to this is co-branding. Marketers often use the terms collaborative marketing and co-branding interchangeably but, while similar, these aren’t quite the same thing. There’s a subtle but important difference between them. Collaboration is more of a marketing effort, whereas co-branding is more of a positioning effort.

Co-branding is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too. Co-branding can be an effective way to build business, boost awareness, and break into new markets, and for a partnership to truly work, it has to be a win-win for all players in the game.

One reason for collaboration is to open new, complementary markets and get your brand in front of potential customers. A collaboration will vastly increase your brand reach as you’re talking to two sets of customers rather than one, and gives a signal from one brand that the other brand can be trusted.

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