When two brands are more than the sum of their parts
Advertising campaigns can lead to conversions, but rarely manage to build long-term brand loyalty. Brand collaborations take a different approach: they combine brand values, create new experiences, and turn support into a statement. Those who demonstrate courage will not only find new target groups, but also relevance far beyond their own horizons.
Care for body & karma
This is precisely the path we took with Haus der Barmherzigkeit (HB) and Saint Charles Apothecary – and in doing so, we completely turned the briefing for a 150th anniversary campaign on its head. For HB, it was important to think about the next 150 years and tap into a new target group – one for whom care had not been an issue until then. Together, we entered into a collaboration that did more than just give the donation mechanism a new look. The collaboration resulted in a hand soap that is more than just a product: it stands for familiarity, warmth, and joie de vivre – values that HB stands for and that connect both brands.
For every soap sold, Saint Charles donated €7 of the purchase price to the Haus der Barmherzigkeit. This turns an everyday product into a donation mechanism that is easy, modern, and accessible. No heavy messages, just care for your body and your karma.
Of course, the path to get there was not without obstacles—recipes, tests, adjustments, and much more. But that's exactly what makes the difference: only with a partner who shares the same attention to detail can an idea become a credible success story.
It has to match first
Collaborations only work when values match. Quality, responsibility, humanity, and a forward-looking approach were the common ground shared by HB and Saint Charles. To convey these values authentically, the entire campaign never focused on models, but rather on real residents of HB.
For HB, the collaboration was a step toward modernization; for Saint Charles, it was an opportunity to take a stand. The collaboration not only made both brands more visible, but also more relevant to a new target group.
Building blocks for success
Whether it's Crocs and KFC with controversial chicken sandals or IKEA and LEGO with boxes that double as play areas, brand collaborations come in many forms. The key factor, however, is not how crazy they are, but whether they spark curiosity, create new perspectives and synergies, and move people. Some collaborations are surprising, while others seem completely logical.
Our conclusion: Courage pays off
The collaboration between HB and Saint Charles has demonstrated that unconventional partnerships are not a risk—they are a significant opportunity. Those who are prepared to break with convention and boldly explore new avenues can strengthen brands and rethink communication.
And this is precisely where we come in. At Achtzehn Grad, we firmly believe that briefings should not just be worked through—they should also be turned upside down from time to time. If you want to see your next project from a different perspective, please contact us.