Sharing the Spotlight: Is There Room for Two Brands in One Advertisement?

Jenni Romaniuk

Ehrenberg-Bass Institute

Imagine these marketing scenarios: A retailer approaches a brand to engage in some co-branded advertising.

  • A senior executive suggests putting Heidi Klum in his company’s advertising campaign.
  • A marketer’s R&D department has evidence that a brand performs better in blind taste tests; its advertising agency wants to include this test in the advertisement to illustrate this superior performance.
  • To enhance the company’s image, the CEO wants the company’s sponsorship of a program with the ASPCA highlighted in a television advertisement.

Although each scenario is motivated by different considerations and each one would lead to different kinds of creative executions, these scenarios have one thing in common: They would feature two brands in the same advertisement.