Co-Marketing

The Coca-Cola Company plans to acquire a 16.7% interest in Monster Beverage Corporation in an unconventional partnership arrangement involving brands, global distribution and $2.15 billion in cash.

The companies entered into a long-term strategic partnership designed to leverage their respective strengths — Coke’s worldwide bottling system and Monster’s expertise in the energy segment of the beverage category — to accelerate growth globally.

Wet Seal is partnering with girl group Fifth Harmony for a new collection of clothes that will be rolled out over the next three seasons.

The line will feature styles modeled on each member of the five-piece group, which formed in 2012 during the second season of “The X Factor.” Basing different pieces of the collection on each member of Fifth Element means a diversity that will range from grunge looks to more dressy styles.

Westborough, Mass. -- BJ's Wholesale Club announced partnerships with 215 schools through the organization's Adopt-A-School program. At the beginning of each school year, every BJ's Wholesale Club and Distribution Center partners with a local school to help enhance existing curriculum.

Schools participating in BJ's Adopt-A-School Program receive a one-time, $500 donation, which goes toward discretionary programs, such as field trips and special events, reading programs or other educational needs. The schools also receive a complimentary BJ's Membership.

The smart home phenomenon is coming to dinner this Thanksgiving and Jennie-O and smart thermometer manufacturer iDevices are bringing the technology.

A new partnership with Hendrick Motorsports has 3M off to the races. The company has signed a three-year contract to become the primary sponsor of NASCASR driver Jeff Gordon’s No. 24 car, starting in 2015.
 
The brand will use its sponsorship — which includes 11 Sprint Cup races every year — in product launches and promotions.
 

As the start of the school year gets closer, Kids Foot Locker has joined forces with Los Angeles Clippers point guard Chris Paul, widely known by fans, media and fellow athletes as CP3, to promote the store’s line of Jordan products.
 
A new commercial, produced by BBDO and slated to start airing on children’s networks Aug. 8, features Paul taking photos with young basketball players wearing Jordan gear.

Los Angeles — The Coffee Bean & Tea Leaf has inked an exclusive deal with developer L.A. Style to expand the coffee and tea retailer into Japan by the end of this year.

L.A. Style is a joint-venture partnership between fast-casual restaurateur Hotland Co. and Japan’s largest shopping mall developer Aeon Mall Co.
The deal ultimately calls for 200 stores across Japan.

Fitness guru Jillian Michaels and Kmart this month plan to launch a new line of performance activewear branded as Impact by Jillian Michaels as part of Kmart's strategy to expand and strengthen health and wellness offerings.

The product line will be available online beginning August 10 for Kmart’s Shopyourway.com members and in stores on August 17 with prices ranging from $10.99 to $36.99. The line of apparel and accessories encompasses categories such as core training, running, yoga and lifestyle.

Parsippany, N.J. - Facebook and RB, a provider of health and hygiene products, have entered into a multi-year, nine-figure global partnership. The two companies have committed to integrating members of their global sales, marketing and creative teams to connect RB brands like Lysol, Mucinex, MegaRed and Air Wick with consumers on Facebook.

Under Armour has signed a multi-year partnership with Arizona Cardinals cornerback Patrick Peterson. As brand ambassador, Peterson will wear Under Armour cleats and clothes on the field and during training.