Successful examples of co-branding in the automobile industry include Ford with Eddie Bauer, Lexus with Coach, BMW with the "James Bond" movie franchise, Mattel with Fiat and the Ford F-150 with Harley Davidson. Examples of co-branded consumer packaged goods include Lip Smackers with Dr. Pepper and Betty Crocker with Hershey's.
Proctor & Gamble has co-branded many of the brands in its stable of consumer packaged goods. Proctor & Gamble is one of the world's largest consumer products conglomerates. It paired Crest toothpaste with Scope mouthwash, Tide laundry detergent with Febreze air freshener and Dawn soap with Olay skin moisturizer.
Co-branding is also present in the electronics industry. For example, Nike partnered with Apple to create its Sport Kit. The Sport Kit synchronizes the consumer's iPod and running shoes. Adidas co-branded with Polar Electro to create Project Fusion, which integrates heart rate monitoring and other vitals into sports apparel.
Co-branding has also been a successful tool for retailers. For example, mass retailer Target has co-branded with highbrow apparel brands, such as Isaac Mizrahi, Missoni and Marchesa. The purpose of co-branding is to strengthen brand recognition for both parties while increasing consumer interest in the products being offered. Small businesses also co-brand, such as independent auto dealerships with detail shops.