Wrangler, Miracle Seltzer find pop culture relevance with 'Rick and Morty' tie-ups

Dive Brief:

WarnerMedia network Adult Swim is partnering with Wrangler on a custom laser-etched jacket and a T-shirt inspired by an episode of the channel's show "Rick and Morty," according to a press release emailed to Marketing Dive.
The "Rick and Morty" Wrangler merchandise will be available on the brand's website tomorrow (Nov. 10). The release is timed to tie into the excitement around the annual Adult Swim Festival, which combines music and comedy and will be held virtually this year via YouTube livestream on Nov. 13 and 14.
Adult Swim also teamed with Miracle Seltzer to create a limited-edition Pickle Rick Seltzer, in another nod to "Rick and Morty," per a separate release shared with Marketing Dive. The seltzer, made with real pickle brine, will be available in New York, Los Angeles, Atlanta and other areas, and Miracle Seltzer is also releasing limited-edition clothing and video content.

Dive Insight:

For Warner Bros., which owns the "Rick and Morty" show, working with partners like Wrangler is a priority for the company, Tricia Melton, chief marketing officer of Warner Bros. kids, young adults and classics, said in a statement. The show has built a large base of avid fans who have previously shown an interest in marketing that features the show and its characters. Last year, Warner Bros. partnered with Pringles in using the "Rick and Morty" brand to create a Super Bowl ad and pickle-flavored chips.

The newest brand tie-ups are based on events from the show. The Wrangler partnership emerged following a mention in the "Rick and Morty" season four finale in which a laser was fictionally sponsored by the denim brand. Miracle Seltzer approached Warner Bros. about creating the drink once Pickle Rick became popular among its customers, per one of the releases.

That partnership is the latest example of Wrangler creating campaigns that tie into pop culture in an effort to engage young audiences. In May 2019, the company introduced a function that activated an interactive experience when customers scanned a pair of Wrangler jeans. The experience was based on the hit song "Old Town Road" by Lil Nas X and Billy Ray Cyrus, which featured the lyric "Cowboy hat from Gucci / Wrangler on my booty."

Co-branded partnerships have become important to brands as they look to extend their reach in ways that aren't as dependent on advertising.