The Italian brand of sparkling mineral water San Pellegrino, recently teamed-up with the iconic jewelry and fashion accessories brand BVLGARI to commemorate the latter’s 125th anniversary. The two Italian firms jointly designed a limited edition bottle named BVLGARI x San Pellegrino, which aims to celebrate Italy’s refined spirit and culture.

 Lavazza is an Italian coffee brand that has been operating on the market for over a century. “Experience, Passion and Innovation” are the words that best define Lavazza’s identity; an innovation that runs deep in the company’s blood. Beyond developing and refining their successful line of coffee products, the Italian brand is in fact also known for its creative calendars.

H&M will launch a new collection in November in collaboration with luxury brand Versace. Co-branding is not new in the clothing industry, especially for H&M. The company has already collaborated with large luxury brands including Karl Lagerfeld, Viktor & Rolf, Jimmy Choo and Lanvin over the past few years. Why is co-branding becoming popular in the luxury and fashion industry? What are the risks and benefits for the brands involved?

To promote their brand with both domestic and foreign audiences, China Eastern Airlines became the only airline partner of the Shanghai Expo in 2010. The painted “World Expo” aircraft – China Eastern’s (CES) fourth airplane for the World Expo 2010, decorated with bright colors – was recently revealed at a ceremony in Shanghai Hongqiao International Airport. The plane took its maiden flight heading for Beijing on January 22nd.

As is the case for cell phones, personal laptops are no longer exclusively used by adults. Children now would like to use and even have their own personal computers. Knowing this, Disney and Asus have collaborated to create Disney Netpal, a co-branded netbook computer designed for children aged 6 to 12. The target market- “little customers and their parents”. 

Wendy’s, the famous American burger chain, is expanding rapidly worldwide. Wendy’s was founded in 1969 and has now opened restaurants in South America, Asia and Saudi Arabia. Arby’s is another quick-service restaurant chain in the US whose parent company merged with Wendy’s in September 2008.

Good news for iPhone users and street art fans: in March, Adidas launched its Urban Art Guide for iPhone.

In one of our previous LABReport article “Co-branding, a 1+1>2 formula”, we have discussed about how a successful cooperative marketing of two or more brands may add value to both the participating brands. We argued then that by drawing from the respective strengths of the cooperating brand, new products and services developed would increase both brands recognition and esteem among all consumer groups.