IHOP Tries Quaker Oats (and 4 More Clever, Cross-Brand Mash-Ups)
bySep 11th 2012 4:52PM
Attention pancake lovers -- who also love oatmeal: Have we got a breakfast for you. IHOP is teaming with Quaker Oats on an exclusive new line of hot cereals.
The union of the famous flapjack joint and the oatmeal-maker is just the latest in a series of high-profile brand mash-ups heading to restaurants, fast-food chains and retail stores -- from the oatmeal blends to a line of clothing and home goods by Target (TGT) and Neiman Marcus.
But not every partnership is a match made in heaven.
In order for these brand collaborations to be a hit with consumers, they need to seem like a natural fit to begin with --- particularly when it comes to food pairings, Bob Goldin, executive vice president of Technomic, a food-service consulting firm, tells DailyFinance.
Co-mingling brands must resonate with a common "target consumer group, while each adding something distinct to the equation," he says.
When the marriage works, "brands add credibility [to other brands] and lead to a sales boost."
Here's a look at some notable recent hook-ups.