Crossover campaign is a more and more common promotional tool used by the fashion retailer. It has Bape X Pepsi, Union X Pepsi before, and once again, another japanese streetwear Neighborhood is collaborated with Coke Zero. In this collaboration, all of the Coke Zero Cans have a new design feature, in which, Neighborhood design is on one side which Coke Zero Design is on the other. Both image of Neighborhood and Coke Zero are giving people all black feeling, so they are mixed and matched so well for the whole feeling.
During the whole campaign period, consumers have the opportunity to get some special edition Neighborhood X Coke Zero items such as tote-bag, t-shirt and USB stick while they are buying a specific product line.
To be honest, I am not a Neighborhood fan, but this crossover did attract me to have a look in Neighborhood store. I think collaboration with a well-known brand is quite a good method to promote its brand as it can increase media coverage and thus people can have more idea of the brand. Believing that "you may be a fan of this brand later or in the future even you are not the fan at this moment", I think it is a good way to promote the brand and reach to more customers, at least Neighborhood may attract fans of Coke Zero to come into store and make purchase even they are not Neighborhood now. Yet, chanlleges are seen as there are many other fashion retailers teamed up with soft drink brand before, consumers may think it is no longer a creative way to promote the brand.
By Suetling
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