The Berkshire Hathaway connection
Both firms are part of the holdings of Warren Buffett's Berkshire Hathaway.
Properly done, joint advertising can make a great deal of sense by stretching promotional budgets in this time when companies are seeking greater productivity in operations, manufacturing, and now advertising.
Characteristics of potential co-op promotional partners
The cooperating firms:
- are not in the same industry (except for special circumstances like public service announcements, support of causes and events, etc.).
- seek similar customers.
- are willing to have the other's brand image "rub off" on to their own.