North America – Competing fashion brands Johnny Cupcakes and Junk Food Clothing Co have joined forces to create an ice cream-inspired t-shirt collection.
To promote this unexpected collaboration, the two brands embarked on a truck tour of America. Stopping in three key states, Johnny Cupcakes and Junk Food Clothing sold their t-shirts in playful packaging shaped like ice cream tubs, and handed out free ice creams to every customer.
This is a great example of two brands turning competition to their advantage through collaboration. For more information on Co-opetition and Symbiotic Branding, come to LS:N Global’s autumn/winter 2012 Trend Briefing. For more information email Alena or call 020 7870 1971.