• Albertus Sudarmanto Institut Manajemen Wiyata Indonesia
  • Jesaya Ginting Ilmu Komunikasi Institut Managemen Wiyata Indonesia
  • Veronika Sari Prihandayani Institut Manajemen Wiyata Indonesia
  • Wilogo Siwi Pamungkas Institut Manajemen Wiyata Indonesia


Co-branding, Oreo, Supreme


Competition in the business world is getting tougher causing business actors to be required to have a competitive advantage in order to be able to compete in the market. One of the strategies carried out by the company is Co-branding or Collaboration Branding or merging brands. Co-branding is a collaboration format between two or more brands that already have significant recognition in their market. And the products produced from this co-branding are unique, unusual, even co-branding products are usually sold in limited editions. One form of product resulting from the Co-branding is Oreo with Supreme. This co-branding is a collaboration between the Supreme brand, which is basically a fashion brand, and Oreo, which is basically a food product brand.

This journal reviews the Co-branding between Oreo and Supreme using a descriptive qualitative research approach. And shows that the Co-branding strategy carried out by Oreo Supreme produces premium new products and has a significant influence in the business world.


Download data is not yet available.


Lance Lauthesser, Chiranjeev Kohli, and Rajneesh Suri, “2+2 A Frame Work To Using CoBranding To Leverage A Brand,” Brand Management 11, no. 1 (2003): 35.

Kotler and Keller, Manajemen Pemasaran.

Bernd Helmig, Jan-Alexander Huber, and Peter S. H. Leeflang, “Co-Branding: The State of the Art,” Schmalenbach Business Review (2008): 359–377.

Bernd Helmig, Jan-Alexander Huber, and Peter Leeflang, “Explaining Behavioural Intentions toward Co-Branded Products,” Journal of Marketing Management 1 (2016)

Rhenald Kasali, Pop Marketing Dalam Konteks Pemasaran Indonesia (Jakarta: Gramedia Pustaka Utama, 2006).

Tom Blacket and Bob Boad, CoBranding The Science Of Aaliance (London: InterbrandMacmillan Business, 1999).

‘Co - Branding’, 1, 2006, 116–20.

Vika Nurpriyanti and Ratih Hurriyati, ‘PENGARUH KINERJA CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Mini Market Penjual Es Krim Wall’s Selection Oreo Di Kecamatan Cikajang - Garut)’, Journal of Business Management Education (JBME), 1.1 (2016), 100–116 <>.



How to Cite

Sudarmanto, A., Ginting, J., Prihandayani, V. S., & Pamungkas, W. S. (2023). STRATEGI CO BRANDING OREO DENGAN SUPREME. Marketgram Journal, 1(2), 89–93. Retrieved from