MAX NACCARATO
Professional Portfolio
LIFESTYLE PARTNERSHIP
CORONA | STRATEGY & PITCH
My focus for the summer was brand expansion for the Corona brand through lifestyle partnerships. This involved creating a best practices strategy and pitching a partnership to pursue under brand licensing.
ACTIONS
BRAND ALIGNMENT SCORE CARD
Developed a practical system that could be used to effectively and efficiently identify ideal brand partners by filtering brands using a score card to determine whether the potential brand has strong enough alignment to support our key pillars and provide the right equity based on our goals.
BRAND EXPANSION BEST PRACTICES
After gaining insight from our global team and studying previous partnerships that were successful within the Labatt portfolio, I identified what criteria must be met for a partnership to make sense for the business. This criteria was developed into a score card system to select optimal partners.
PARTNERSHIP PITCH DECK
Built and presented slide deck to potential brand partners to provide an immersive understanding of the Corona brand world, examples of previous partnerships in our portfolio, what we’d like to achieve together, and what we would like to bring to the table.
RESULT
The system I developed effectively filtered through over 50 Canadian brands to identify 5 ideal partners (4 of which have never been considered), all receiving approval to pursue. This resulted in conversation with one of the largest apparel brands in Canada to pursue a clothing capsule together as both brands felt the alignment was perfect.