Dovetail: Promotion & Partners

Main menu

Dovetail Blog

Posted November 22, 2016 by Vicki.

Bad news for boring: Square Mile Cider + American Honey Bourbon

Square Mile Cider + American Honey Bourbon cross-promotion

Both Square Mile Cider and American Honey Bourbon came to Dovetail wanting to showcase their flexibility as cocktail elements. These drinks are delightful on their own, of course, and had solid followings — but it was time to show consumers their more versatile side.

Read More
Posted November 16, 2016 by Vicki.

Old Orchard + Freixenet for A Very Merry Promo

Ah, the holidays . . . tis the season for a glass of something festive! If there’s ever a time of year to go all out, this is it. So when our friends at Freixenet came to us for a mixology-inspired partnership, we couldn’t wait to mix it up.

Read More
Posted October 11, 2016 by Vicki.

Fall in love: five ways cross-promotions boost your brand

There is a crisp chill in the air, the leaves on the trees are changing color, we’ve traded t-shirts for sweaters, and there’s pumpkin spice stuff everywhere you look. It can only mean one thing: Autumn is here!

Read More
Posted September 21, 2016 by Vicki.

Meet your Matchmaker: Danita Hill

We at Dovetail are brand matchmaking experts — and now, it’s time to get to know the pros who make the matches. Meet Danita Hill, Director of Client Services.

Read More
Posted September 14, 2016 by Vicki.

Top Five Mixology Trends

The mixology movement may have been born in upscale urban bars, but the craft cocktail has come a long way, baby. Mixology has made its way from the trendiest bars to the local watering hole and, now, into the home.

Read More
Posted September 7, 2016 by Vicki.

Meet your Matchmaker: Eva Brodzik

We at Dovetail are experts in brand matchmaking — and now, we're introducing you to the pros who make the matches. Meet Eva Brodzik.

Read More
Posted September 1, 2016 by Vicki.

Ode to our Favorite Sandwich Pairings

At Dovetail, we love us some sandwiches. Sandwiches can do it all. Craving healthy greens? Done. Prefer greasy grills? Ditto. And hey, they’re comfortable being casual (think a good ham and cheese while on a picnic) or all dressed up gourmet-style. We’re singing the praises of our favorite sandwich combos.

Read More
Posted August 24, 2016 by Vicki.

A Day in the Life of a Brand Matchmaker

Some aspects of brand matchmaking are all instinct — you just know the sparks will fly. But it usually takes good old-fashioned hard work, every day, to make the brand magic happen. We’re excited to share a glimpse of how we spend our days at Dovetail. Come behind the scenes as we reveal a day in the life of a brand matchmaker.

Read More
Posted July 19, 2016 by Vicki.

Meet your Matchmaker: Vicki Carlew

Here at Dovetail, we're experts in brand matchmaking — and now, we're introducing you to the pros who make the matches. Meet Vicki Carlew, Dovetail President. 

Read More
Posted July 12, 2016 by Vicki.

Why your brand needs a fling this summer

What makes summer so right for flings? (Insert obligatory Grease “Summer Lovin” lyric here!)

Summer flings are all about fun. No worries about the future, no define-the-relationship drama, just sparks flying and a great connection. And a summer fling can be just what your brand needs. Here’s why:

Read More
Posted July 5, 2016 by Vicki.

The Mocktail Moment

Mocktails (that’s “mock” + “cocktail”) have a Shirley Temple-style stigma — a little too sweet, a little too predictable. But today’s mocktails are growing up, and the virgin cocktail is having its time in the spotlight.

Read More
Posted May 23, 2016 by Vicki.

Boom Chicka Pop + Mondavi

You know that couple who you would’ve never guessed would get together — but as soon as they did, you knew they were perfect for one another? It’s a classic I-wish-I-had-thought-of-that scenario. After a while, you can’t imagine them apart. That’s the kind of pairing we’re talking about in Robert Mondavi Private Selection and Boom Chicka Pop popcorn.

Read More
Posted May 16, 2016 by Vicki.

In Defense of Cheap Wine

You get what you pay for, right? Well, when it comes to the wine aisles, maybe not. We all love a little luxury in our wine glass — but, as recent studies show, the cheaper bottles can hold their head high too.

Read More
Posted April 4, 2016 by Vicki.

How We Met: Figs and Walnuts

So many yummy things can come together for a great appetizer. And since appetizers and wine make a great cross promotion in grocery, we’re always on the lookout for brands that fit the bill.

Read More
Posted February 24, 2016 by Vicki.

Case Study: All about the sparkle with Freixenet and Old Orchard

They say that diamonds are forever, and if you ask us, it’s the sparkle of it all. Really, who can resist? Our favorite non-jewelry sparkle has unrivaled power to bring people together often. After all, what says sparkle like sparkling wine?

Read More
Posted February 3, 2016 by Vicki.

Case Study: Food Should Taste Good + The Dreaming Tree Wine

We’ve all met the two-peas-in-a-pod types, right? They like the same things, do the same things . . . sometimes they even look alike. Yeah, you’re cute couples. But sometimes it’s not just what you like that connects you.

Read More
Posted January 27, 2016 by Vicki.

Case Study: The Christmas connection with Robert Mondavi Private Selection and Brownie Brittle

Holiday parties brought more than just family and friends together this season. Chocolate and wine, you did it again.

Read More
Posted December 16, 2015 by Vicki.

Case Study: Tailgating success with Johnsonville and Rex Goliath

Tailgating was originally an underground subculture that emerged into the light and is enjoyed by the masses, whether at the stadium, in the parking lot of your favorite sports bar, or at home. It’s time for wine lovers to do the same when it comes to pregame partying. And a recent partnership with Rex Goliath and Johnsonville set the stage for exactly that.

Read More
Posted December 11, 2015 by Vicki.

Dovetail's Top 10 Pairings of 2015

2014’s list was pretty awesome — but in 2015, we think we took it to a whole new level. As always, the rankings are subjective and there was some internal dispute (it’s GOOD to be the boss!). So, drumroll please . . . here are Dovetail’s Top 10 Favorite Pairings of 2015!


10. Light and Bright for Spring . . .

Read More
Posted August 19, 2015 by Vicki.

Beyond the Bottle: Trends in Wine Packaging

Good things come in a wide variety of packages, and wine is no exception.

Read More
Posted August 4, 2015 by Vicki.

Not your grandpa's cheese: How the smartest brands evolve

Smart brands evolve with consumer tastes. Our friends at Alouette Cheese are a great example of a brand being true to its roots while expanding to capture new preferences.

Read More
Posted June 22, 2015 by Vicki.

Texas Strong

Ah, Texas. Unique in so many ways! We won’t start a firestorm by debating the state’s more unique proclivities, but there is one trait that’s near and dear to our hearts. That’s Texas’ unique take on what alcohol brands can and can’t do in grocery stores — and here’s why that’s good for you (and us).

Read More
Posted May 5, 2015 by Vicki.

How We Met: Stories of Finding Brand Love, Part 4: Back to their Roots

Garden in a Can

One of our absolute favorite parts of this business is meeting a company when they’re just starting out. We see their first cool idea, follow them as they grow and change, and then cheer on their successes. We like to think we have a knack for spotting a brand that will someday have the magical 80% ACV required to team with most of our clients.

Read More
Posted March 25, 2015 by Vicki.

Hamming it up big time!

It can be magic when traditional meets creative.

Traditional, in this particular blog case, is pineapple rings on your ham for Easter. Remember those glazed hams all gussied up, complete with maraschino cherries? We do too. Not exactly considered the gourmet approach by some these days, but that little something extra makes it festive, and it’s a classic for a reason: it’s delicious.

Read More
Posted March 20, 2015 by Vicki.

Dynamite chip-and-dip duos

Today is March 23, National Chip & Dip Day. So it seems appropriate to ponder the dizzying but delicious array of chip-and-dip options. (This took us on a brief tangent, recalling alternate terms for another classic combo, Surf & Turf.

Read More
Posted February 27, 2015 by Vicki.

Vino la Revolution!

Vino la Revolution! That’s right: wine (our bread and butter) is causing a revolution in grocery stores across the country.  According to a 2015 report by The Nielsen Company, “Wine is carving out its own territory on the grocery floor, which is giving savvy retailer

Read More
Posted February 20, 2015 by Vicki.

How We Met: Stories of Finding Brand Love, Part 3: Elevator Love

We at Dovetail keep beating the “it’s all about relationships” drum because it’s a key reason that we’re able to succeed for our clients. 
But there are times that a brand relationship begins or blossoms in an unusual way, and those always stand out. 

Read More
Posted January 28, 2015 by Vicki.

How We Met Stories of Brand Love, Part 2: A little gassy

We at Dovetail keep beating the “it’s all about relationships” drum because it’s a key reason that we’re able to succeed for our clients. But there are times that a brand relationship begins or blossoms in an unusual way, and those always stand out. We’re a

Read More
Posted December 17, 2014 by Vicki.

Dovetail’s Top 10 Top Pairings of 2014

We're celebrating many matches made in 2014! It wasn't easy, but we narrowed it down to our Top 10 brand partnerships of the year. We had a ball deciding on the final list (purely subjective).

Read More
Posted December 9, 2014 by Vicki.

No Shovel Needed: Surviving Christmas in California

Ah, the magic of Christmas. Watching snow fall gently outside. Warming hands before a warm fire. Donning sunglasses and shorts for an afternoon cocktail in the sun . . . oh yeah, we’re in CALIFORNIA now. 

Read More
Posted December 3, 2014 by Vicki.

How We Met — Stories of Brand Love, Part 1: No Budget for You!

We at Dovetail keep beating the “it’s all about relationships” drum because it’s a key reason that we’re able to succeed for our clients. 
But there are times that a brand relationship begins or blossoms in an unusual way, and those always stand out.

Read More
Posted November 26, 2014 by Vicki.

“Stop eating the Chex Mix!” and other Thanksgiving memories

Our Thanksgiving traditions, like most, center on food — but not necessarily in a traditional way. 

On any given Thanksgiving at our house, you could count on the carrots getting burnt (we were always secretly thrilled), the kitchen sink clogging up and and siblings accusing each other of hogging the Chex Mix.

Read More
Posted November 19, 2014 by Vicki.

Celebrating Heroes

Now through December 31, 2014, Dovetail pledges to donate 5% of any fees generated by signed partnership agreements to FISH — that's the Food Industry Serving Heroes. 

Read More
Posted November 11, 2014 by Vicki.

It IS personal . . . not just business

We can be unabashed nerds, and we’re not afraid to admit it. Committing to the moment with a budding personal OR business relationship can truly enhance the experience. . . and we’re not afraid to have a little fun.

Read More
Posted October 29, 2014 by Vicki.

Location, Location, Location (Or, California . . . right back where we started from)

Dovetail is expanding (and it’s not just our waistlines). While Kansas City remains our first love, we are thrilled to announce the opening of our second office, in California.

Why? We’re glad you asked!

Read More
Posted October 13, 2014 by Vicki.

Popcorn and bubbly, with a side of nostalgia

When sparkling wine Freixenet recently asked us to help them find a food partner to fit a “movie night” theme, our brain jumped instantly back to childhood and our parents’ romantic Friday night ritual. They would pop some popcorn, pop the cork on a bottle of bubbly, cuddle up on the living room sofa, and watch the Friday night movie. 

Read More
Posted October 1, 2014 by Vicki.

The Dovetail 5: How to make tailgating work for your brand

Touchdowns aren’t just for the quarterbacks. Tailgating gives your brand so many opportunities for visibility and heightened sales. Here’s your Dovetail Five on how to make tailgating work for your brand . . .

Read More
Posted August 27, 2014 by Vicki.

The Dovetail 5: Reasons to love wine (and beer, and tequila)

It still surprises us when a CPG brand says no to an in-store wine partnership. There are SO many reasons to say yes. Here are our top five:

Read More
Posted August 21, 2014 by Vicki.

Keeping up with the times

Like any good relationship, a good brand partnership happens when both stay forward-focused. Brand partnerships work best when both stay modern, current and driven.

Now it's time for a little game of remember when . . .

Read More
Posted August 6, 2014 by Vicki.

When spray cheese is the star

One of my colleagues loves to tell the story of my reaction to HER reaction to a partnership we had delivered. One food in this partnership was clearly not to her taste. My reply? Partnerships are not always about what WE might like. Good partnerships are the ones that work for the time, place, theme and partners.

Read More
Posted July 30, 2014 by Vicki.

On the shoulders of giants

Being the new brand, the little guy, can be tough. Out there hustling, getting stores to pick up the brand, fighting for shelf space and trying to make a name . . . it’s hard work. 

Read More
Posted July 23, 2014 by Vicki.

Go big (and often) or go home

The simplest one-to-one pairings are often the most effective, even the most elegant. We like them, and we do a lot of them.

Read More
Posted July 16, 2014 by Vicki.

Sharing in style: the FSI edition

At Dovetail, we think sparks fly in a relationship when we start sharing. Maybe it’s the first time he shares his jacket, or the first time she shares a bite of her dessert. Sharing is what takes that relationship to the next level. It makes that love connection even richer.

Read More
Posted July 8, 2014 by Vicki.

Ingredients for success

Sometimes, ingredients can be much more than a mere element in a recipe. Sometimes, they can be the entire show.

A good match can often be made with two ingredients that play well together. At other times, a good match can be an image or a theme that reflects the essence of the paired brands. Sometimes, it's two ingredients that just spell success.

Read More
Posted July 3, 2014 by Vicki.

Our top four for the Fourth

It’s almost Independence Day . . . do you know what’s on your picnic table? The Fourth screams hot dogs, burgers and beer. But why not add something a little more revolutionary to the table? Here are our four picks for your best Fourth of July gathering yet.

Read More
Posted June 27, 2014 by Vicki.

Every day is research

When you deal with food and beverages for a living, every social activity, even every meal, is an opportunity for research. It’s one of the coolest aspects of our job.

Read More
Posted June 18, 2014 by Vicki.

Winning with Wine

Establishing a cross-merchandising program in stores is pretty simple for most brands.

1. Find a like-minded partner.

2. Come up with a theme and mock it up.

3. Order the coupon codes, and off you go.

We’ve done plenty of these, and they’re really fun.

Read More
Posted June 11, 2014 by Vicki.

Why we love wine

Breaking news — when it comes to drinking wine, we Americans know what we’re doing. We recently surpassed France in our wine consumption. According to the International Organization of Vine and Wine, Americans now consume about 769 million gallons of wine a year, compared to the French’s 742 million gallons. 

Read More
Posted June 4, 2014 by Vicki.

Rekindling the Brand Romance

Creativity can be a huge advantage in the dating game, both in the brand world and our love lives. For example: would you rather your first date be at a chain restaurant, or at an up-and-coming, trendy eatery? Exactly.

Read More
Posted May 21, 2014 by Vicki.

Fire Up the Inspiration

Working with wine and foods might sound like fun — and it is. But to stay on top of our matchmaking game, we’re always on the hunt for that next great brand or idea.

To get inspired, we like to get our feet on the street. We visit grocery stores and trade shows . . . and fire stations. 

You read that right: fire stations. Inspiration can come from the unlikeliest places.

Read More
Posted May 14, 2014 by Vicki.

Mumm's the Word

For most, a trip to Napa is a vacation. For us, it's work — and we really love our jobs.

Read More
Posted May 7, 2014 by Vicki.

The Brand Dating Game

Partnership marketing is not unlike the dating experience, which is why we position Dovetail as "® for your brand.” There’s the initial excitement of the search for a new partner, the logistics of the get-to-know-you emails and phone calls, the disappointment when there is no brand chemistry . . . or the rush when partner magic starts to happen.

Read More
Posted May 10, 2012 by Vicki.

Samples: Bad For Our Health, Good For Your Brand's

Relationships are key in the partnership marketing world. And, as with any relationship, we love those special surprises, such as you calling us for help, or when you respond with a fast “sure, I’m in” after a pitch. 

Read More
Posted May 9, 2012 by Vicki.

The Brand Dating Game

Coupon book in kids' lunch bags

Partnership marketing is not unlike the dating experience, which is why we position Dovetail as “a for your brand.”  There’s the initial excitement of the search for a new partner; the logistics of the get-to-know-you emails and phone calls; the disappointment when there is no brand chemistry; or the rush when partner magic starts to happen.

Read More
Subscribe to Dovetail Blog