Cross-Promotions Power Up Brand Equity

Cross-promotions come in various shapes and sizes: Consumer product companies collaborate with existing CPGs on innovation, while others foray into new territory—to add some elasticity to their equity. Some execute both.

One such example is Frankford Candy Co. bringing back Dunkin’ Iced Coffee Flavored Jelly Beans for Easter 2022. Each bag features an assortment of five flavors inspired by Dunkin’s popular signature iced coffees: French Vanilla, Caramel Latte, Butter Pecan, Toasted Coconut and Hazelnut. “Dunkin’ fans spoke, and we listened,” said Molly Jacobson, director of business development for Philadelphia-based Frankford Candy. “The Dunkin’ Iced Coffee Flavored Jelly Beans were only available in test quantities in 2021, but after selling out quickly, we knew we not only had to bring them back but expand their retail availability this year. These jelly beans are a Dunkin’ lover’s dream and a sweet addition to any Easter basket or spread.”

Cross-promotional innovation also sees CPGs stepping outside their own food and beverage comfort zones to embrace pop culture. In late January, McLean, Va.-based Mars Inc. introduced a cross-promotion tied to iconic rock artists: The M&M’s Album Art packs featured M&M’s characters reimagined as landmark album covers. “The M&M’s brand has a long-standing history of bringing joy and fun to fans, and M&M’s Album Art is the next step on this journey,” said Sarah Long, chief marketing officer for Mars Wrigley North America. “M&M’s Album Art harnesses the power of music to connect people by helping them find their commonalities rather than focus on their differences, to inspire a deeper sense of belonging.”

Click through for eight recent can’t-miss cross-promotions/collaborations.

The ICEE Co., a subsidiary of J&J Snack Foods Corp., is stepping out of the beverage zone and into the snack aisle with ICEE Sandwich Creme Filled Cookies available exclusively at Kroger for an SRP of $3.29. The cookies feature Cherry or Blue Raspberry ICEE-flavored cream sandwiched between two vanilla wafers. “We are continually innovating at ICEE and are beyond excited to bring fans their beloved frozen beverage flavors in a new, fun cookie format,” said Natalie Peterson, VP of marketing for the ICEE Co.

Available this March, B&G Foods has launched a Cinnamon Toast Crunch Creamy Cinnamon Spread, allowing consumers to spread, swirl and drizzle the cereal flavor on just about anything, the company said.  The new spread comes on the heels of the launch of Cinnamon Toast Crunch Cinnadust Seasoning Blend in 2020. “Cinnamon Toast Crunch Creamy Cinnamon Spread will offer consumers new opportunities to enjoy the flavors of the iconic cereal well beyond breakfast,” said Jordan Greenberg, EVP and chief commercial officer for B&G Foods.

Hilco is collaborating with Kraft Heinz to introduce Kool-Aid-themed treats for Halloween 2022, including Kool-Aid Ghoul-Aid Popping Candy. Each peg bag contains three pouches of popping candy in a Scary Berry flavor. The 0.74-ounce peg bag has an SRP of $1.99. In addition, Hilco is teaming with Impact Confections to offer three-pack Popping Candy peg bags with Warheads Sour flavors for Halloween.         

The result of a collaboration between Beliv and Marc Anthony’s media venture Magnus Media, plant-based energy drink OCA debuts. The new beverage is powered by tapioca and contains no added caffeine. It is organic, vegan, gluten-free and low in sugar. Four flavors are available: Berry Acai, Guava Passion Fruit, Prickly Pear & Lime, and Mango.

CandyRific is expanding its line of Star Wars-themed items with Grogu-inspired Character Fans, featuring character from “The Mandalorian” series. The fans feature the alien Grogu and come with 0.53 ounces of assorted fruit-flavored dextrose candies (natural flavors and colors). The fan has an SRP of $5.99, shipping as six, 12-count displays per case.

Michelob Ultra tipped off the year with its first line of limited-edition NBA team cans. The brand partnered with four emerging artists—Sophia Chang, Drake Cereal, Christophe Roberts and Chuck Anderson—to create the cans, which feature NBA team logos on the top half with city-inspired imagery on the bottom half. Michelob Ultra has 95 calories and 2.6 carbs per serving.
 

M&M’s Album Art packs are a musically inspired collection featuring M&M’s characters reimagined as landmark album covers. M&M’s Album Art features four award-winning artists that span a variety of music genres: Kacey Musgraves, H.E.R., Rosalia and David Bowie. The offerings are available in Milk Chocolate, Peanut, Peanut Butter and Minis in single (1.69 ounces), share size (2.83 ounces), sharing size (10.8 ounces) and party size (38 ounces) for an SRP range of 99 cents to $10.99.

For Easter, Frankford Candy is bringing back Dunkin’ Iced Coffee Flavored Jelly Beans, which feature five Dunkin’ iced coffee-inspired flavors: French Vanilla, Caramel Latte, Butter Pecan, Toasted Coconut and Hazelnut. Dunkin’ Iced Coffee Flavored Jelly Beans come in 13-ounce bags for an SRP of $3.99.