brand collaboration
Why Hermès’ Ghibli-inspired summer campaign misfired in China
"Playfulness is a great entry point, but it must never cheapen a luxury brand," says Gordan Domlija, a lesson Hermès’ Ghibli-inspired shorts learned the hard way in China.
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McDonald’s Japan’s Pokémon promo backfires, ends in scalping and food waste controversy
Scalpers swarmed McDonald’s Japan in a mad grab for limited-edition Pokémon cards.
Häagen-Dazs partners with hit Netflix show to deliver a taste of Paris
The ice cream giant has teamed up with 'Emily in Paris' for a worldwide campaign, introducing limited-edition flavours and interactive experiences across 41 markets including Asia.
K-pop partnerships: A win-win for brands and artists or just lazy marketing?
Look around and you'll now see a K-pop celebrity everywhere from the cover of a magazine to a coffee cup. But has it reached the point where attaching a K-pop artist to your brand is simply lazy marketing? Campaign explores the merits of the K-bubble and if it's likely to burst any time soon.
Jimmy Choo X Sailor Moon: a lesson in brand collaboration
Timely if not entirely timeless, the end product is trendy and nostalgic. If there ever was a masterclass in finding a middle ground, then this is it.
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