A TEMPORARY IDENTITY?

We’re not talking celebrity brands, or partnerships between fellow drinks brands; though both continue to produce some interesting results. Instead, we’re focusing on a new and growing wave of collaborations between drinks brands, fashion designers, musicians, prominent public figures and now, computer games, all of which are taking things beyond merely bottle design in fact and deep into the world of marketing.

Why are they happening? While some brands are using such partnerships to reach consumer groups that would otherwise overlook them, others use their choice of figure head as a way to outline the political or social leanings of the brand and the causes it wishes to champion. And the way in which brands are using collaborations as a temporary, assumed or reinforced identity, is both accelerating and evolving.