Have you ever noticed how many different shades of grey there are? While collaboration has become extremely popular within today’s global sports nutrition market, most efforts go totally unnoticed because they…well lack color! When conceptualized and deployed correctly, the strategic marketing move can help brands expand their customer base, increase sales, and even penetrate new markets. Alternatively, sometimes these “co-marketing” or “co-branding” ideas could get overly vibrant color-wise, like a recent collaboration between the Taiwanese sports nutrition brand MARS and the condom maker Durex. This campaign encouraged consumers to take part in the most pleasurable cardio modality in the world…sex! But to make sure you’re recovering from all that “sexercise,” the CPG brands are promoting the consumption of protein powder…because there’s nothing more desirable than a bedroom full of protein farts!

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