Odd branding mixes are secret of success

From left: Panasonic projects images and videos of zombies for Halloween at Everland; Tonymoly collaborates with Samyang Foods to launch Hot Chicken Flavor Ramen makeup; Fila and gaming YouTuber WooWakGood release sneakers together. [SAMSUNG C&T, TONYMOLY, FILA]

Hundreds of teenagers wrapped in long-padded coats lined up inside Shinsegae Department store’s Centum City branch in Busan on Nov. 16. They were waiting for the release of the second collaboration between popular gaming YouTuber WooWakGood and sports brand Fila, which was due to be rolled out the following day.

The sneakers and clothing from the collaboration series sold out both online and offline within minutes of being made available.

Unlikely partners from different industries launch goods together, hoping the novelty of the match can draw a lot of media and consumer attention - and eventually, higher sales.

Food and cosmetic brands have been some of the most active in creating such relationships.

Tonymoly recently partnered with Samyang Foods to release several makeup products packaged like the company’s popular Hot Chicken Flavor Ramen.

The Face Shop partnered with Coca-Cola to introduce makeup products, including eye shadow and lipstick, either scented or packaged like the iconic soft drink. According to the cosmetics brand, over 300,000 of the collaboration items were sold in the first 50 days. Mediheal, which produces skin care products, recently launched fruit smoothie-themed facial masks with the franchise Smoothie King.

Convenience stores are becoming a hotbed for interesting combinations.

Dish sponges at 7-Eleven now come in the shape of Bbangddoa ice cream cakes, a popular dessert from Binggrae. Binggrae also partnered with an oral hygiene brand to launch toothbrushes and containers that resemble Melona, another classic ice cream from Binggrae, along with melon-flavored toothpaste.

Cup noodles designed like Dongwon Industries’ canned tuna have been a steady seller for over two years, selling 200,000 cups within the first week of its release.

Iconic characters like Mickey Mouse, Winnie the Pooh and Harry Potter are some of the most popular brands that businesses like to partner with as they have wide appeal that transcends generations.

When clothing brand Spao released Harry Potter-themed shirts and accessories on Nov. 9, it only took a couple of hours for all 250,000 items to be sold out offline and online.

“These characters appeal to teenagers who want to own ‘retro’ goods, while they also appeal to older adults by evoking a sense of nostalgia,” said a public relations officer from fashion conglomerate E-Land, which runs Spao.

Theme parks are highly sought-after partners, as they allow businesses to showcase products to a large audience and raise brand awareness. They are especially valued because people tend to associate theme parks with pleasant experiences. Visitors are likely to also develop positive opinions of the different brands and products they see at these locations.

During Halloween, Panasonic worked together with Everland, Korea’s largest theme park, to project realistic videos of zombies and monsters using its latest technology. In the summer, Mercedes-Benz installed a vehicle experience zone to promote new models like the New Mercedes-Benz CLS at water park Caribbean Bay.

Earlier in the spring, skin care brand Mamonde installed a flower-themed outdoor exhibition to promote its rose water toners at Everland and set up other eye-catching decorations embedded with its logo to encourage visitors to take pictures and share them online.

BY SUNG HWA-SUN [kim.eunjin1@joongang.co.kr]