'Reebok-wearing Trevi', 'Cider Image Shampoo'... Distribution Industry's 'Collaboration' Craze

The distribution industry has fallen into a unique collaboration frenzy centered around Lotte Chilsung Beverage.

Reebok and Trevi's collaboration package campaign.
[Photo by LF]

LF's sports brand Reebok announced on the 17th that it will collaborate on beverage label packaging with Lotte Chilsung Beverage's Trevi, themed around tennis.

Reebok's 'Club C 85' is a representative sneaker line that first debuted as a tennis court shoe in 1985. Trevi, the number one brand in the sparkling water market, will actively promote its marketing activities this summer as a light drink to enjoy on the tennis court.

The two brands plan to enhance marketing effectiveness through this unique collaboration based on the common theme of tennis, crossing industry boundaries, and to offer a new kind of enjoyment to the MZ generation (Millennials + Generation Z) who seek culture and stories.

The collaboration slogan is 'Love All Trevi with Reebok.' Inspired by the tennis match starting call 'Love All,' it signifies that Trevi and Reebok have started a new season together just like a tennis match. The beverage labels feature plain, peach, lemon, grapefruit, and lime flavors, each represented by the color of a different tennis ball.

[Photo by Labo H]

Collaboration activities in the beauty industry are also actively underway. Amorepacific's Labo H has launched a collaboration shampoo and tonic with Chilsung Cider under the concept of 'Unbilli' Bubble,' and plans to open an Amore Seongsu pop-up store until the 28th of this month to help consumers experience the products.

This collaboration was inspired by the shared attribute of Labo H's refreshing cooling shampoo bubbles and Chilsung Cider's exhilarating carbonated bubbles.

Just like the expression 'Totally Cider!' Labo H Cider Cooling Shampoo is perfect for refreshing and relieving scalp concerns during the stuffy summer season. The refreshing and lively scent reminiscent of cider and the carbonated bubbles visible in the product help provide a cool and rich deep cleansing foam.

According to human application tests conducted by Labo H, scalp temperature decreased by 9℃, scalp itching improved by 92%, and scalp oiliness reduced by 63%. Additionally, it was confirmed that ultrafine dust was removed by 99.9%. Notably, the effects of scalp cooling, itch relief, and oil reduction lasted for 24 hours.

The formula excludes 10 major chemical ingredients, uses a mildly acidic prescription and low-irritation formula, and has completed a functional report for alleviating hair loss symptoms.

The Amore Seongsu pop-up store is prepared to let visitors experience the cooling and refreshing feeling with the signature green color of Labo H and Chilsung Cider. Starting with soap bubbles at the entrance, the interior uses a fog machine to create an atmosphere as if entering a refrigerator, and a large photo zone is set up to commemorate visits. Through a no-lose event, visitors can receive edition products and limited goods, and a mobile beverage truck offers refreshing cider drinks.