'What Do Brand Collaborations Bring? ~Why Afternoon Tea × Pocky Has Lasted 4 Years~' Published

"What Does Brand Collaboration Bring? ~Why Afternoon Tea × Pocky Lasts 4 Years~" (Published by: Sendenkaigi; Edited by: Afternoon Tea × Pocky Project; Written by: Yako Sakamoto/Dentsu Inc., Aiko Ishimoto/Dentsu Inc., Rinko Ninomiya/Kirin Beverage, Yui Kanazawa/Ezaki Glico) was released on February 20th.

B6 size, 264 pages, ¥1,800 + tax, ISBN 978-4-88335-427-6

Marking its fourth year in 2018, this collaboration between Kirin Beverage's "Afternoon Tea" and Ezaki Glico's "Pocky" is documented in this book. The first part chronologically introduces the project from product development to communication strategies, while the latter part presents the "Collaboration Marketing" methodology.

The project team, comprising members from both companies and the advertising agency, consisted entirely of female employees in their 20s and 30s—the target demographic for both products. The project began by making "Happiness," the core competency of both brands, personally relevant to the team.

The project's rules were also unique, including "Brand Exchange Idea Knock," "Complete Homework System," "Simultaneous Presentation System," and "LINE Information Exchange."

Both companies report significant gains from this collaboration. Learning about each other's proprietary product development, marketing, and in-store promotion know-how helped them recognize their own "routine practices." They also note substantial growth among the participating members.

While "brand collaboration" is indeed a challenging endeavor, reading this book might just give you the push you need. Delivering the secrets to successful "collaborative marketing" to a wide audience—from young employees to management and distribution professionals—this refreshing volume conveys the passion of its authors.