Home Entertainment ‘Cobranding’: the sense that LELO and DIESEL have relations

‘Cobranding’: the sense that LELO and DIESEL have relations


Several generations of creatives have grown up with a mantra that has conditioned collective work: “You can’t do it alone, you can with friends.” If you are over 40, the verbatim motto may be very familiar to you. If not, you will already know the convenience of the company when it comes to undertaking new projects.

There, in the sum, also lies the essence of co-branding. Co-branding can be explained as a combination of the forces of two brands with similar values ​​and missions.

The horizon must go through the creation of a new product with the potential to satisfy potential users of both brands. But that is not the only objective when establishing a collaboration.

The claims of the brands also involve increasing the value —not necessarily the price— of the product compared to that of one of the brands alone. Furthermore, both brands can expand their customer base, market share and of course profits through these value-added projects.


In a scenario like the one described, it makes perfect sense that pleasure, design and fashion are companions of travel and bed in the collaboration between LELO, the Swedish brand of luxury erotic toys, and DIESEL, one of the most disruptive fashion firms of recent decades.

LELO x DIESEL is an aesthetic reinterpretation of two of LELO’s trailblazers, the SONA Cruise and the TOR 2. As LELO CMO Luka Matutinović explains, the collaboration stems from a need to “inspire and allow people to express their own style”. ». The project “shows the union between fashion and sexual technology, and demonstrates that sexual well-being can be seamlessly incorporated into our daily lives, just like jeans.”

Although the SONA Cruise and the TOR 2 are effective bets on design, this collaboration with the fashion brand is the opening of a new path marked by the characteristic and powerful DIESEL red.

The SONA Cruise is a clitoral massager that uses sonic waves as a physical stimulant. If pressed hard against the body, the SONA Cruise releases extra power for extra intensity.

The TOR 2, meanwhile, is a vibrating ring for men capable of adapting to all sizes thanks to the soft silicone with which it is made. As LELO herself explains, the TOR 2 “offers 100% more intense vibrations than any other toy of its kind, so the pleasure will last much longer.”

Both devices are for individual, couple or group enjoyment. That is, if you want to co-brand with someone, both SONA Cruise and LELO TOR 2 will facilitate the task in the most pleasant way.


The cases of collaborations that have remained in the memory of society are counted by dozens. Uber, for example, allowed you to listen to your favorite Spotify lists in their cars.

Spotify also joined forces with Starbucks so that, through the coffee chain’s customer rewards program, they could select the music that was heard in the premises.

The affinity between Nike and Apple, which has resulted in a very natural integration between fitness and technology, goes back years.

In the Martian co-branding section, we have the McWhopper, a proposal between McDonald’s and Burger King, irreconcilable adversaries, which came to light in 2018.

The idea started as a Burger King marketing campaign that served as a nod to world peace. The initiative was well received in the brand of the big M and, although it did not materialize in the proposed hamburger, it did serve to spice up the world of competition between brands with some kindness and good vibes. All this did have positive consequences for both logos in terms of brand perception.

There is no doubt that when creativity is the flag of cobranding, initiatives between related brands such as LELO and DIESEL can only become something positive for the brands that are related. Will this collaboration remain in the memory? Only time knows, but design and pleasure are the perfect vehicles for that to happen.