Brand Collaborations: Why Nando’s + Uth Oye! = Success

Brand collaborations, also called brand partnerships, are one of the many tactics through which you can market your brand.

Brand collaborations are much needed these days due to increased awareness regarding the complexity within the diverse segments of the market.

These days brand managers are smart enough to use as many cost effective communication channels as possible. This helps brands achieve synergy. It also satisfies the concept of ‘holistic marketing’, which states that due to rapid globalization and the dynamic nature of the market, it is essential to consider the complexities of a business in depth. The concept of traditional marketing is fading away, as are traditional channels of advertising.

Brand collaboration can act as a breath of fresh air for your brand but only if it is communicated wisely. Big brands with huge marketing budgets also risk a failed collaboration if it is not channelized properly. Through effective brand collaborations, you can enhance your brand’s identity and if done right, it can have a long term positive effect on the brand’s health.

Martin Lindstrom’s book ‘Brand Sense’ claims that more than 90% of brand collaboration fail because of 3 simple mistakes:
1. The two collaborating brands do not share equal value.
2. Strategy is too complicated to be understood by the consumers.
3. There is no similarity between the brands.

Additionally, if two competing brands collaborate it is likely to be unsuccessful due to a conflict of interests. The collaboration can do wonders if the managers of the two brands have organized it effectively and their brand identities correspond to each other.


Yesterday, Facebook, Twitter and LinkedIn were flooded with a creative graphic announcing a collaboration between Nando’s Pakistan and t-shirt brand Uth Oye!. The collaboration aims to promote a Nando’s event while making Uth Oye! the restaurant’s lifetime merchandise partner.

Both these brands are so different, operating completely different businesses. What is the factor that holds them together?

The answer is segmentation. There are 4 types of segmentation: geographic, behavioral, demographic and psychographic. The target markets of these two brands compliment each other in terms of their segmentation. Both brands are targeting similar socio-economic classes with consumers of similar mind sets. Both brands are outstanding, cause-oriented product developers that are growing rapidly and franchising worldwide.

Uth Oye! has designed t-shirts for Nando’s with branding around their Peri Peri line. The tees will be sold at the comedy shows that Nando’s is organizing in Lahore, Karachi and Islamabad. They will also be availble on the Uth Oye! website as well as their retail outlet.

The impact it will have on consumers has the potential to be huge. The two brands would be perceived relevant by the consumers and the feelings for one will automatically shared by the other. Consumers can see the exclusivity of the two brands coming together.

If done properly, there is always a reason to collaborate and it can be very valuable in terms of publicity.

About the author: Farah J. Shahid is responsible for managing international cosmetics brands and is currently a media representative at Renaissance Pakistan, a local NGO.