The latest phenomenon of today's marketing world is the increasing trend of collaborative works between companies to promote their products. One of the latest trends is shown in form of collaboration in advertising through mass media channel, where two different products or companies cooperate in terms of promotion, especially in advertising. It has been known very well in terms of sales promotion that many marketers practice the product bundling strategy in terms of attracting the attention of consumers to be able to take action immediately – buying the products – not only to consider to buy or to choose the products. The commonly reasoning to bundle products is to make a better trade value or to create a better added value for the consumers.
Collaborative advertising in mass media channel takes the form of co-promotion in different level because it usually involves big budget and play a crucial part in building the brand image in consumers mind. Advertisement is not only to talk about the products but also the value of the products. The companies deliver a message about their brand, value, and uniqueness, how they want to be perceived by the audience, also how the brand will be positioned in the mind of their costumer. So instead of only taking money value into consideration (added value for consumer, share costing in terms of promotion budget, or how much it contributes to increase sales revenue) the companies have to be fully aware and considerate in terms of building the brand image, brand positioning, and what value they do share.
This study would evaluate the phenomenon of co-advertising in TV commercial between two major brands from two different major companies, Sari Roti from PT. Nippon Indosari Corporindo and Blue Band from PT. Unilever Indonesia Tbk. This paper would discuss how they made a collaborative advertising themed "Double Power Breakfast". Sari Roti is a bread product and Blue Band is a margarine product. Sari Roti is the main product and Blue Band as the complementary product for bread. The positioning itself is as breakfast food that can give a dual energy benefit if it was consumed simultaneously. So instead of only talk about how to shift the budget or to share the cost, the other reason of this brand collaboration is how they try to create an added value in their brand building efforts.
Keywords: Collaborativ advertising, phenomenon, tv commercial, double power breakfast