Arnott's team up with Krispy Kreme for Donut-Shaped teevee snack

ADAPTED FROM AN ARTICLE IN B&T WEEKLY

Beloved biscuit brand Arnott's have teamed up with Krispy Kreme to create new flavours of teeVee snack. Traditionally stick or rod-shaped, these TeeVee snacks are circular - mimicking, of course, the unmistakable doughnut shape.

The five new flavours are inspired by different Kripsy Kreme flavours, including iconic Original Glazed, Caramel Delight, Choc Iced, Kookies & Kream and Strawberry Sprinkle. Krishma Sood, Arnott's Brand Manager, said, "teeVee snacks are a classic, well-loved Australian biscuit, and we're thrilled to partner with Krispy Kreme to add a new twist to this iconic treat."

"With a range inspired by some of Australia's most popular doughnuts, this new generation of "dough-scuits" is the collaboration teeVee snacks fans have been waiting for!"

QUESTION

Based on your understanding of co-branding (and other theories discussed), evaluate the collaboration between Arnott's and Krispy Kreme.Hint: In your answer, consider the type of co-branding this partnership is, the underlying benefits for each brand, PESTLE factors, and my brand relevance matrix.

(Response structure

Two parts three or four paragraphs each

First paragraph should discuss the theory

Second and third talk about the advantages and disadvantages

How to use the theory if it works

Part two

Introduce the case

Advantage for this brand/case

Disadvantage for this brand/case

Recommendation)