The culture of brand collaborations in Hong Kong

On of the more unusual aspects of marketing in Hong Kong is the amount of co-marketing deals and the unusual nature of these tie-ups. For instance last year I saw high-end Japanese streetwear brand Neighborhood have it’s brand on Coke Zero cans.
Coke Zero x Neighborhood limited edition cans
This was used by Coke Zero to promote nighttime cycling. (It would be cooler and Hong Kong looks spectacular at night.)
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Meanwhile McDonalds is usually better known for tie-ins with Sanrio character franchises. However, now it is running a promotion with Singapore-based personal care brand Walsh. Think of Walsh as similar to Cussons in the UK. With certain breakfast dishes, consumers get a bottle of body wash free.

Here is the TV advert being run to support the promotion. And no, I can’t really make that much sense of the synergies either, but it seems to work.