'The Little Mermaid' (Film) Co-Branded Products & Services
Disney's marketing for the 2023 live action adaptation starring Halle Bailey, Melissa McCarthy, and Javier Bardem
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service.
Co-branding is a particular form of cross promotion, and movie tie ins are a form of cross-promotion used to generate additional income from the film and to increase its visibility.
Relationships between brands:
- Brand Partnership: formal + long-term
- Brand Collaboration: more informal + short-term
- Co-Branding: strategy to create a new product or service
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CO-BRANDED PRODUCTS
To shell-ebrate the The Little Mermaid's release 🐚, let’s explore these fin-tastic 🧜 co-branded products making waves 🌊
Pandora: Discover a world of jewellery
Pandora teamed up with The Little Mermaid to create a 7 piece collection that gives off major "Under the Sea" vibes. It features playful styles—including charms, rings, and earrings—that pay homage to the story's iconic characters.
Kelloggs: Looking for a fin-tastic adventure
Kellogg’s The Little Mermaid Mermazing Berry Cereal brings a fun underwater-inspired meal to your breakfast table. Each spoonful of magical starfish shapes is full of mixed berry flavour that will spark imagination in kids and adults alike.
Joffrey's Coffee: Part of your world blend
Designated specialty coffee for Disney resorts newest caffeinated creation will have you adding to your treasure trove. This medium-roasted flavoured coffee will wake you up with swimmingly sweet notes of cane sugar, caramel, and vanilla.
LEGO: Be part of her world
LEGO heads under the sea with 3 new sets inspired by the film: Little Mermaid Story Book, Ariel’s Treasure Chest, and Little Mermaid Royal Clamshell which is a 1,808-piece set aimed at big kids featuring a gorgeous shell-shaped display.
Mattel: Making quite a splash
The Mermaid Ariel doll was meticulously crafted in the likeness of the film’s character portrayed by Halle Bailey, down to the detail of the small mole on her face. Line includes a singing Ariel mermaid doll, and even dolls for King Triton, Ursula and Eric.
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Wild Deodorant: Dive into freshness
Wild natural deodorant teamed up with the magical world of Disney to create The Little Mermaid inspired deodorant case featuring Ariel's beautiful tail, and an amazing Limited Edition Ocean Mist scent.
McDonalds: Celebrating wavemakers
In 1990 McDonald’s created a Happy Meal for The Little Mermaid cartoon version, and now they have created another for the live-action version. 3 versions of Happy Meals are available, and each comes with one collectible toy.
Carol's Daughter: Let your curls sing!
Carol's Daughter is swimming with excitement to collaborate with Disney’s The Little Mermaid on 6 Limited Edition hair products, including 2 Kits: Black Vanilla Kit and Goddess Strength Kit. It is also the official haircare brand of the movie.
Funko Pop: Part of your world Pop!
No need to cross the ocean—Funko’s newest Pop! collection for The Little Mermaid, featuring your favourite characters, is close to shore. Lineup includes 2 figures of Ariel: her on a rock in the ocean, and her in human form, wearing a blue dress.
ZiNG Exclusive The Little Mermaid Live Action Range
CO-BRANDED SERVICES
Booking.com: Be a part of every world
Us Poor Unfortunate Souls who missed out on Booking.com’s The Little Mermaid Experience 🧜♀️🌌
Booking.com and The Little Mermaid are offering fans a chance to “Be a part of every world” this summer 🌎☀️ with their 3 once-in-a-lifetime “Under the Sea” themed stays 🌊🦀 at a beach house in Malibu 🏠 for only $5.26 in early June — a nod to the film’s release date on May 26.
Each experience included flights and airport transfers 🚗 available on Booking.com, and were available on a first-come, first-served basis.
Guests enjoyed a mermaid-inspired stay – from exploring Insta-worthy rooms with decor centered around iconic characters including Ariel 🧜♀️, Ursula 🐙, King Triton 🧜♂️ and Prince Eric 🤴, to a private dinner by a personal chef 🍝 and a screening of the new The Little Mermaid 🎬 starring Halle Bailey and Melissa McCarthy.
McCarthy, who happens to be a Booking.com spokesperson, shared:
“If someone told me I could stay in a Malibu beach house inspired by The Little Mermaid 🧜♀️🏠, I would pack my bags and move in tomorrow.”
McCarthy’s Super Bowl ad for Booking.com:
The campaign is also showcasing other property offerings on Booking.com inspired by The Little Mermaid – dreamy beach bungalows, beachfront vacation rentals, seaside resorts, lighthouses, boats ⚓⛵ and castles 🏰
Chief Marketing Officer at Booking.com says:
“Booking.com is committed to making it easier for everyone to experience the world, which is why this collaboration with Disney was a perfect fit.”
My Other Little Mermaid Co-Branding Content
Little Mermaid List of Co-Branded Products Instagram Post
Comment your favourite Little Mermaid co-branded product or service on my Instagram post!
Little Mermaid Booking.com Co-Branded Stays Instagram Post
Comment which room you prefer: Ariel’s 🧜♀️🐚 or Ursula’s 🐙🌌 on my Instagram post!
Little Mermaid Co-Branding Instagram Guide
Guiding you through a list of The Little Mermaid's co‑branded products & services 🧜♀️
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What To Read Next
You might like to read my other blogs/stories:
'Joker' Movie: 22 Mysterious Marketing Phases Revealed
A Closer Look at 'Under the Skin’s' (Film) Mise-en-scène & Marketing Choices
About the Creator
Perth Marketer
🎬 Movies & Marketing 🍿
Helping small businesses with their digital marketing & exploring the magic of movies
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