Elevating Brands through Strategic Partnerships and Clever Collabs
Collaborations have emerged as a potent tool for brands to amplify their reach, enhance their appeal, and create unique consumer experiences.
Collaborations, or “collabs,” as they are affectionately known, involve two brands coming together to create something more significant than the sum of their parts. Recently, we’ve witnessed some remarkable collaborations, including the partnership between Liquid Death and ELF Cosmetics.
In the promotion, you get the Dead Set (Matte Magic Mist & Set), the Kiss of Death (O Face Satin Lipstick in the shade All Night), Eye Die (No Budge Cream Eyeshadow in the shade Wispy Cloud), Dead Line (H2O Proof Eyeliner Pen), the Brush with Death Putty Applicator and the Closed Casket (Removable Coffin Keepsake Box).
The commercial begins with a young teenage girl’s room with posters of black metal and two young girls reading through a metal magazine. Suddenly, their idol, Glothar, comes to life from the magazine, and they all begin applying makeup to go Goth.
When Mom pops into the room with Vegan blood drinks, Glothar and Mom realize they knew each other from a past love affair, which brings everyone together in a pop 70’s world.
“The ads brought together both Liquid Death’s and ELF’s internal creative marketing teams to find where the Venn diagram intersected,” according to Andy Pearson in an interview in The Drum.
Kory Marchisotto, chief marketing officer of Elf Beauty, also told The Drum, “Entertaining our community is at the heart of what we do … Corpse Paint is the result of us laughing out loud. We want you to have a good time with us and be reminded of the fun and self-expression that makeup can fuel.”
Canned Water and Make-Up Make Strange but Delightful Bed Fellows
Liquid Death, a brand known for its irreverent take on canned water, and ELF Cosmetics, a beloved beauty brand, might seem like an unlikely pairing at first glance.
However, their collaboration proved a genius, capturing consumers’ attention across different demographics and industries. This collaboration birthed a limited-edition makeup collection inspired by the rebellious spirit of Liquid Death, featuring bold colors and edgy packaging that resonated with both brands’ audiences.
This successful collaboration offers three invaluable insights for brands looking to embark on their collaborative journey:
Authentic Alignment
The most successful collaborations stem from a genuine alignment of values, aesthetics, or target audiences. Liquid Death and ELF Cosmetics found common ground in their shared ethos of disrupting traditional industries and appealing to a younger, more rebellious demographic.
When considering potential collaborators, brands should prioritize authenticity to ensure the partnership resonates with consumers and feels genuine rather than forced.
Cross-Industry Appeal
One of the greatest strengths of collaborations is their ability to introduce brands to new audiences.
By partnering with a brand from a different industry, companies can tap into untapped markets and diversify their customer base. In the case of Liquid Death and ELF Cosmetics, the collaboration allowed both brands to reach consumers who might not have otherwise been familiar with their products. When exploring collaboration opportunities, brands should consider partners that complement their offerings while introducing them to new demographics.
Creative Collabs
Collaborations provide a platform for brands to push the boundaries of creativity and innovation. Collaborators can create something unique that captures consumers’ imagination by combining their unique expertise and perspectives.
The Liquid Death and ELF Cosmetics collaboration exemplified this creative synergy, resulting in a makeup collection that stood out in a crowded market. Brands should embrace collaboration as an opportunity to experiment, take risks, and explore new creative avenues.
As the marketing landscape continues to evolve, collaborations will remain an essential strategy for brands seeking to differentiate themselves, expand their reach, and connect with consumers on a deeper level.
Who Can Your Brand Collab With?
By embracing authenticity, exploring cross-industry partnerships, and fostering creative collaboration, brands can unlock their full potential and elevate their market presence.
The partnership between Liquid Death and ELF Cosmetics is a compelling case study of the power of collaborations to drive brand innovation and engagement.
As brands look to the future, they would be wise to heed the lessons learned from this collaboration and approach their partnerships with authenticity, strategic foresight, and a willingness to push the boundaries of creativity.
Connect with Jeff at The Marketing Sage Consultancy. Interested in setting up a call with me? Use my calendly to schedule a time to talk. The call is free, and we can discuss your brand and marketing needs. If you want to learn more about my new offering, The Trusted Advisor Board, you can click here to learn the details. Feel free to email me at jeffslater@themarketing sage.com or text 919 720 0995. Thanks for your interest in working with The Marketing Sage Consultancy.
Photo and Videos are the property of Liquid Death and ELF Beauty.
