[Authored by MACC candidate Meredith Little] When it comes to a food weakness, cinnamon rolls are it for me. And it doesn’t get much better than a Cinnabon World Famous cinnamon roll either. However, these mouth watering, calorie-laden, bites of goodness are generally found only in shopping malls and airport food courts. Yet with some co-branding techniques that Cinnabon is now employing, we may start seeing glimpses of our favorite cinnamon roll in other products on supermarket shelves.
What could be more loved than a hot gooey cinnamon roll? Some would say ice cream. Both are sweet and delicious; one is hot, the other is cold. This is the perfect match for a co-branded operation. Since 2002, Carvel has worked closely with Cinnabon to develop several successful co-branded locations. As a result of the initial success, Cinnabon is planning to accelerate their co-brand plans by providing current and future franchisees the option to offer two of the treat industry’s most sought after products under one roof. Separately, both these brands have brand equity- adequate brand awareness and a sufficiently positive brand image. The two brands logically fit together, and research studies show that consumers are more likely to perceive co-brands favorably if the two brands are complementary rather than similar. This is a recipe for success!
Cinnabon has also engaged in a special case of co-branding called ingredient branding. By creating brand equity for Cinnabon through co-branding with other food products, Cinnabon increases their brand awareness and encourages consumer preference for goods containing their product. For example, Cinnabon has teamed up with Betty Crocker for a Cinnabon Cinnamon Streusel Muffin Mix (These are really good, by the way!). Also, Orville Redenbacher’s popcorn and Cinnabon come together in cinnamon popcorn with a pour-over Cinnabon frosting topping. Sounds good huh? Just be prepared…your hands will be sticky after consuming this product. If this isn’t good enough, you can also find Mrs. Smith’s pies and coffee cakes made with Cinnabon cinnamon and frosting. This is sure to be a yummy combination, since Mrs. Smith’s Cinnabon Apple Crumb Pie was a First Place winner at the American Pie Council's 2005 National Pie Championship.
With each of these products, the distinctive Cinnabon logo is clearly visible on the outside packaging, signaling to consumers that the host product contains the Cinnabon ingredient. By successfully marketing their ingredient brand, Cinnabon can promote awareness for their product, develop loyal customers, and generate greater sales.
The good news is that we don’t have to wait till we’re at the airport or the mall in order to enjoy Cinnabon goodness. By co-branding and ingredient branding, Cinnabon has brought their sweet, famous, taste to other foods that we can enjoy even more now.
Meredith Little, MACC Candidate