Cross-over


"X" = cross-over, I guess this is a buzzword originated from the fashion world where two brands jointly produce shoes, clot hings and so on for image building through excitements and novelty value of the limited editions. Nowadays, it's a popular buzzword that vaguely means joint promotion for synergistic effects of two brands joining together. I'm not here to explore the do's and dont's in joint promotions although many of them in the market failed to create any synergistic effects.

Here we have Double Star and Dairy Farm Fruit Yoghurt Drink together. Is this cross-over good for both ? Yes definitely. Through this promotion, Double Star could potentially drive traffic to their outlets with the excitement of new drinks. On the other hand, Dairy Farm can extend the usage of their products. Win-win. So when we execute this, what should the key message be ? I think we should send a big bold call-to action message : "Come to Double Star to enjoy the new drinks". But what do we have here ? More like an announcement of new recipes for the yoghurt drinks. Just imagine how difficult it is to manage the expectations of both companies in a joint promotion when monies and shares of benefits are involved.

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