Licensing
At Gamma, we are licensing experts. We work on behalf of our clients to match brands that enhance value through borrowed equity and manage all stages of the deal from inception to manufacturing and negotiating royalty agreements. Through licensing agreements, we gain you access to new markets that speak to your audience in a way they'll respond.
Cheetos Mac ‘N Cheese x Coral Castillo
CHEETOS Mac ‘N Cheese wanted to reach their fanbase in a buzzworthy way to celebrate the success of their brand. Given that Chester Cheetah always wears high-tops, Gamma conceptualized creating “MAC-Tops” and “Fanny MACs” utilizing the emerging trend of MACramé design in high fashion to create a full capsule collection totaling six items — MAC-Tops in three colors, and Fanny MACs in three colors — to be shared with influencers, press, and the CHEETOS Mac ‘N Cheese loyal fanbase.
Gamma worked with Coral Castillo, a haute couture macramé designer well known from being a finalist on Project Runway, to create the collection which went viral through influencer marketing and a unique giveaway.
The program which went live August 9, 2023, included a shoot day to capture key assets for the social and digital advertising components of the campaign, media day interviews conducted with multiple reputable media outlets, influencer seedings with 10+ high profile lifestyle influencers reviewing parts of the collection, and a microsite to enter the limited-edition capsule collection giveaway, which received hundreds of thousands of entries.
BIC EZ Lighter
Gamma wanted to leverage BIC's two star talents, Snoop Dogg and Martha Stewart, to develop a new line of licensed lighters.
We engaged celebrity photographer Mark Owens and Illustrator Justin Roach to showcase Snoop and worked with Martha directly to develop styles of lighters that incorporated designs from her homes and her favorite aesthetics. Gamma managed all aspects of the royalty agreements and creative process.
Pop Chips
Pop Chips wanted to break through the shelf competition and stand out. We knew what would “wow” customers and decided to partner Pop Chips with Fandango.
Gamma incorporated a license with the Star Wars mega-franchise to create “Galaxy Puffs”, Pop Chips in the shape of customers’ favorite characters.
We created a purchase incentive where customers who bought two packages of Pop Chips received a $5 credit to movie tickets on Fandango.
The result was a highly successful promotion with strong sales, social media interaction, and a high redemption rate. Oh, and the chips were cool too.
T.G.I. Friday’s
We partnered Bongrain and T.G.I. Friday’s to break into the spreadable cheese market and gain distribution at Walmart.
Within a year, the product had secured full national distribution.
We knew it would be a hit because knowing what the consumer wants is in our DNA.
