Unique Collaboration: The Shoezie

This week we saw the announcement of a great new campaign collaboration between Miller Lite and New Balance.

This limited edition shoe is designed to hold a can of Miller Lite, and is modelled on the classic Dad shoe - the NewBalance 624 Trainer. Released in time for Father's Day, the Shoezie is all about embracing Dad Culture and the campaign creative is fantastic - featuring real Dads doing Dad things.

It’s a great reminder that a brand is more than just what you do, it's who you represent.

It's always worth examining brand partnerships and collaborations in this light. Sometimes there's more to gain in partnering with a brand who represents the same consumer segment as you rather than trying to go it alone.

Collaborations that work aren't competitive in the mind of the consumer. Every listener has multiple brands and products that they invite into their lives that add up to the 'whole' person. It's worth examining these regularly to create ideas that have mutual benefit.