Have you ever thought about the possibility of creating a product through a partnership between a shoe brand and a food brand? It would be, to say the least, unusual, don't you think? Well, that's exactly what happened to brands. Reserve Go and Mondelez. Reserva Go is Reserva's footwear line, known for being a clothing brand. Mondelez is an American multinational focused on the food market. The result of this collaboration is a sneaker that has the menthol scent of Halls candy.
This product is the best of both worlds, where Halls is accessible to almost the entire population, and Reserva has as its main niche the social classes with greater purchasing power.
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This release has elements reminiscent of the world-renowned bullet, and is expected to hit the market on the 10th. The sneakers can be purchased through Reserva's e-commerce, or at one of the three physical Reserva Go stores in the country. This model will be exclusive, as only 1,500 pairs of sneakers were manufactured. Until then, the suggested price is R$ 1,199.
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More details about this unique model collab
The sneakers will be available in six colors, which refer to the flavors of Halls bullets. The colors are: wine, pink, gray, black, green and blue. The sole of the sneaker is translucent and is written Halls, while its lining refers to the paper that wraps the bullet. The customer will receive the model wrapped in the box, as if it were a real Halls.
The biggest differential of the sneakers is the use of nanotechnology, which will bring the freshness and aroma of the candy to consumers' feet. The sneakers can be washed countless times, without losing the characteristics of the bullet, as what emits the aroma is the friction of the foot with the fabric of the sneakers.
Statements by brand representatives about the product and the collaboration
“Apeoplealreadyhas a history in collaborations,we likea lot of it.Thesecollabsthey areimportant for to donoise, to takethingsinnovativeproMarketplaceIt isto replacebases in between you Parchers”, says the Head of Reserva Go, Joana Bittencourt. She also recalled some partnerships made with the Netflix, Rock in Rio and NBA brands.
For the CMO of Mondelez Brasil, Álvaro Garcia, colab has the same objective as the multinational: to insert its brands "insideof life of people ina form as natural as possible. (…) Eachturn any less invasive and as natural as possible. It's the kind of project that we are looking.He was onemarriageperfect”. Garcia also cited the brand's successful partnerships with Havaianas and Castelo Rá-Tim-Bum.
The product marketing will be done jointly between the brands, from social networks. Other publicity schemes have also been planned and will be released until the day of the sneaker's launch.
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