Brand collaborations are everywhere, from fashion crossovers to fast-food mashups, but only a select few manage to move beyond the headlines and create something truly memorable. The most impactful partnerships don’t just “look good together;” they perform well together, bringing real value to brands, their audiences, and their business.
At Coyne PR, we believe collaborations should go beyond a headline to make a lasting impact. We recently had the opportunity to lead one such collaboration: Pennzoil × PXG, a high-octane alliance between a performance-driven motor oil brand and one of the most disruptive forces in golf.
While our work helped bring the story to life, the program’s success offers key insights on how to build and commercialize a partnership that drives meaningful results.
- Find Authentic Synergy, Not Just Surface-Level Vibes
Too often, collaborations are based solely on aesthetic alignment or social media potential. However, the more successful partnerships, such as the one between Pennzoil and PXG, are rooted in a shared DNA, including values, audience passion points, and performance priorities. Both brands speak to enthusiasts who value elite engineering and bold expression, whether under the hood or on the tee box. It’s a reminder that the best partnerships are authentic and transform a one-off campaign into a believable narrative.
- Tap Into Cultural Crossroads
Golf and motorsports might seem unusual until you realize the cultural overlap: passion, adrenaline, and the open road. According to the National Golf Foundation, more than 12 million Americans took golf trips in 2023; in a typical year, approximately 60 percent of those are by car. This insight was crucial as the road trip became the common denominator, connecting Pennzoil’s reliability with PXG’s passion for the perfect drive.
- Build a Moment. Then Build Momentum.
More than a stunt, success comes from creating a cadence of orchestrated components to drive successful brand expression. For example, to break through the noise of the Indianapolis 500, our team helped stage a media event at Brickyard Crossing, an iconic golf course that runs through an active racetrack. We also brought together two iconic figures in their sport – PXG pro Jake Knapp and Pennzoil-backed IndyCar driver Scott McLaughlin, for a head-to-head driving challenge. The big payoff was around the roll-out of media, social and retail activations in phases, which extended tremendous impact for both brands.But we didn’t stop there. Our phased media approach rolled out pre-event buzz, on-site excitement, and post-event storytelling. That steady cadence helped generate 1,500+ media placements and 103M+ impressions.
- Don’t Just Collaborate; Commercialize
Ultimately, collaborations should drive awareness and impact through brand loyalty, product sales, and varying business outcomes. Having a clear call-to-action is critical to its success. In our case, the Pennzoil × PXG sweepstakes not only drove likes and shares, but also focused on driving product through a specific retail promotion. The call-to-action was clear: Buy a Pennzoil Platinum Full Synthetic bundle at a participating Advance Auto Parts or Carquest retail location, and enter to win a limited-edition Pennzoil® PXG® golf driver. It allowed consumers to ‘follow’ and ‘act’ through multiple channels.
The Takeaway
When done right, brand collaborations can deliver far more than buzz; they create authentic alignment, cultural relevance, and sustained impact. The Pennzoil × PXG partnership demonstrates how the right strategy can connect values, audiences, and business objectives in one seamless story. At Coyne, we take pride in turning bold ideas into programs that capture attention and drive measurable results.
