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:
1. They do everything. The wine, liquor and beer companies design. They print. They sell the program to retailers to get commitment for displays. They ship the coupons and signage. So what does the partner do? Just sign on the dotted line, send us a few assets and approve the final product.
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 . . .
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.