Co-branding appears in sales promotion too. Whirlpool, for instance, included Findus or Bird's eye coupons in its refrigerator owner's manuals. Similarly, companies find that prizes, such as Club Med vacations, work better than cash awards in promotional consumer contest or sweepstakes.

Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The typical co-branding agreement involves two or more companies acting in cooperation to associate any of various logos, color schemes, or brand identifiers to a specific product that is contractually designated for this purpose. The object for this is to combine the strength of two brands, in order to increase the premium consumers are willing to pay, make the product or service more resistant to copying by private label manufacturers, or to combine the different perceived properties associated with these brands with a single product.