General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's),what is the General Mills' branding strategy called?

Question

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Co-branding, which involves two or more companies partnering together to create a new product or service, is the branding strategy used by General Mills and Hershey's in creating Reese's Peanut Butter Puffs cereal.

General Mills Teams Up with Hershey Foods to Create a Cereal