Breaking, Calming, and Unwinding – How Brands Like Nestle, Calm, and Corona Cero are Taking a New Approach to Branding and Partnerships
Pitch Marketing Group
A 100% employee owned, earned-first creative communications agency building brands that people can be passionate about.
KitKat Takes a Break at Full Speed with Formula 1
Nestlé’s decision to partner KitKat with Formula 1 brings together two global icons in a way that’s both unexpected and smart. KitKat’s "Have a Break" ethos, centred on pause and ease, contrasts brilliantly with F1’s high-adrenaline intensity, drawing a clever parallel with the simplicity of drivers taking a pitstop break. Moreover, it prompts fans to pause and have a 'break' amidst the chaos of a Grand Prix weekend. The partnership taps into F1’s, youthful, and tech-savvy fanbase and uses KitKat’s humour as an anchor amidst the drama of motorsport. Activations like fan zones and playful content ensure it’s an integrated consumer experience. It’s a bold case study showing how opposites attract, and a reminder that even the fastest need a break.
Emirates Elevates SailGP to New Heights
SailGP stands out in sports as a league where technology, speed, and sustainability meet. The sport is a high octane experience and Emirates are partnering with the sport as the sport becomes increasingly popular.
By partnering with SailGP, Emirates gains access to a growing, younger, and digitally connected audience. The partnership is about integrating the "Fly Better" promise into fan touchpoints like the "Emirates Finish," immersive hospitality at the "Adrenaline Lounge", and inflight streaming.
For SailGP, partnering with Emirates elevates the sport’s credibility and brings critical infrastructure, like inflight streaming and marquee title events, to help it grow. This is a another example of the growing relevance of experiential marketing and tangible branded touchpoints.
Calm Redefines the Power of Quiet on Election Night
Calm’s election night campaign is a great example of understanding consumer behaviour and timing. We live in a world that is saturated with breaking news, heightened emotion, and constant alerts. Calm took advantage of the moment by offering something no other advertiser could, silence. By purchasing 30-second ad blocks on CNN, ABC, and Comedy Central, Calm delivered its core value proposition directly to a stressed audience in real-time.
The juxtaposition of stillness during the chaotic news amplified Calm’s relevance, creating a reminder of the brands true purpose. 'To provide calm in moments of overwhelm.' The minimalist execution, paired with the unexpected context, ensured the message cut through the noise, both literally and figuratively.
For brands, the lesson is clear. Marketing doesn’t always require more. sometimes, less is more impactful. By aligning its messaging with audience needs, Calm delivered a well-executed campaign where simplicity was key.
Corona Cero Puts Well-Being at the Heart of Athlete Sponsorships
Corona Cero’s "Relaxation Clause" is a standout innovation in athlete partnerships, putting wellness at the forefront of sponsorships. By embedding mandatory relaxation into contracts with athletes like Gabriel Medina and Evie Richards, Corona shows a shift from transactional sponsorships to prioritising the well-being of its ambassadors as a core element of the partnership. This isn't about "time off" as an add-on, it’s a reflection of the brand’s values of balance, nature, and meaningful moments.
What makes this approach powerful is its authenticity. Corona’s heritage has a large focus on unwinding, which seamlessly aligns with the Relaxation Clause, creating partnerships where athletes live the brand’s ethos. Adding flexibility and relaxation to contracts is a smart move to encourage athletes to perform better.
This initiative shifts the narrative on sponsorships, proving that supporting athletes goes beyond performance metrics. By using "relaxation" as a key element, Corona positions itself as a brand that genuinely values well-being, setting a benchmark for partnerships with athletes.
Best Global Brands 2024
Interbrand have released their top 100 ranking list of the Best Global Brands 2024. Their report highlights some great takeaways for brands to consider.
Interestingly, @RicardoFort has highlighted that 92 of the Top 100 brands leverage sponsorships to fuel their growth and enhance their brands.
This is not just by chance. Can a brand stay relevant in 2024 without sports sponsorships? Yes, but it’ll be a slower and more costly journey .