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Brand Collabs: The Hits, Flops, and A Bit Too Crazy.
A Marketing Review on Brand Partnership Strategy.
Aylin Madrigal
August 28, 2024
In partnership with
Brand Collabs: The Hits, Flops, and A Bit Too Crazy. A Marketing Review On Brand Partnership Strategy.
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Brand collaborations have been around forever—since the 1920s, when winemakers teamed up with artists to create unique “Artist Label” series, like Château Mouton Rothschild. Fast forward to today, and brand collabs are everywhere, from fashion to tech, and even food. But what makes a brand collaboration truly successful? And how do some of these crazy collabs even work?
Let’s break it down.
The Basics: What is a Brand Collaboration?
At its core, a brand collaboration is when two brands come together to offer something new—whether it's a product launch, an event, or a giveaway. The idea is to create something unique that leverages the strengths of both brands. But as collaborations become more frequent (and sometimes more outlandish), the question arises: does the alignment of products and services really matter anymore? But what really makes a brand collaboration successful? Let’s dive into some pairings, break down why they work (or don’t), and rate them on a scale from 1 to 10.
Kim Kardashian and Beats: 7/10 Aesthetic Overreach
Kim Kardashian, known for her commitment to inclusivity and aesthetics, partnered with Beats to create a line of nude-colored headphones. While the color range aligns beautifully with her Skims brand, this collaboration feels like a bit of a stretch.
Yes, the headphones are cute and fit perfectly into a curated Instagram feed, but the connection between personal audio and fashion seems a little forced. However, in a world where aesthetics rule, these chic Beats have a strong appeal, especially for those who love to look as good as they sound.
Airbnb and Polly Pocket: 8/10 Nostalgia Done Right
Airbnb’s collaboration with Polly Pocket – Mattel – is a delightful nod to 90s and 2000s nostalgia. The life-sized Polly Pocket house, which people can actually book through Airbnb, taps into the childhood memories of those who grew up with these tiny toys.
Now, as adults with a love for travel, this demographic is drawn to the playful, nostalgic experience. This collab is brilliant because it appeals directly to the emotional connection many have with Polly Pocket, making it more than just a place to stay—it’s an experience that combines nostalgia with adventure.
Coke Zero and Oreo: 4/10 Iconic But Odd
Coke Zero and Oreos are both iconic, but together?
Coke Zero is marketed as a healthier soda option, and Oreos have their vegan-friendly label, but the combination of these two flavors doesn’t quite hit the mark. Sure, they’re both beloved by Gen Z, but a Coke with cookie-inspired hints and a cookie with a taste of Coke feels more like a novelty than a must-have. While the idea might catch the eye of snack-loving, trend-chasing fans, this collab seems more like a gimmick than a strategic marketing move.
Nike and Apple: 100/10 A Match Made in Marketing Heaven
When Nike and Apple teamed up to create the Apple Watch Nike+, it was nothing short of geniuz. Nike’s brand is synonymous with athleticism and a healthy lifestyle, while Apple stands for innovation and simplicity. Together, they crafted a product that seamlessly blends technology with fitness, speaking directly to the needs of their shared audience. This collaboration is the gold standard because it aligns perfectly with the core values of both brands, making it not just a product but a statement about how we live our lives.
Dr Pepper and Krispy Kreme: 3/10 A Sweet Misstep
Dr Pepper and Krispy Kreme’s collaboration, part of a football season kickoff collection, is an interesting yet risky move. A donut flavored like Dr Pepper?
It’s a bold choice, considering Dr Pepper’s unique blend of flavors isn’t universally loved. During football season, people are more likely to crave savory snacks, making this sweet treat feel out of place. While this might appeal to those with a sweet tooth or a love for quirky flavors, the collaboration doesn’t quite hit the mark for the average fan looking for game day snacks.
Dunkin’ and Scrub Daddy: 9/10 Oddly Geniuz
Now, let’s talk about a collaboration that might seem odd at first but just makes sense—Dunkin’ Donuts and Scrub Daddy.
They released a donut-shaped sponge, and while it might seem quirky, think about it: where do you usually take a box of donuts? A get-together, a movie night, or to work—all places where you’ll likely find a kitchen that could use a good scrubbing after the sugary goodness is gone. This collaboration works because it’s practical, fun, and taps into the everyday reality of enjoying donuts with friends or at the office. It’s an unexpected pairing that just clicks.
Marvel and Heineken: 10/10 Perfect Pairing
Marvel and Heineken’s collaboration is a prime example of how to do brand partnerships right. If you read my previous article about Deadpool and Wolverine, you'll already know how effective Marvel is at leveraging partnerships to reach diverse audiences. At first glance, superheroes and beer might not seem like the perfect match, but think about it—after a long day of saving the world, even superheroes need to unwind with a cold one.
This collaboration works because it mirrors the social experience of watching a blockbuster with friends, likely with a beer in hand. It’s relatable, clever, and perfectly executed, making it a standout example of how to align brand stories for maximum impact.
The Takeaway: Brand Stories Should Align
The best brand collaborations are those where the stories and values of the partnering brands align seamlessly. It’s not just about combining two logos—it’s about creating something that resonates with audiences on an emotional level, whether through nostalgia, lifestyle, or practicality. When done right, a brand collaboration can be a powerful tool that not only boosts sales but also strengthens customer loyalty and deepens brand connections.
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Written By: Aylin Madrigal - Chief Marketing & Operations Officer at Brand Geniuz
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