Brand collaborations are more than just a flash in the pan or jumping on the latest bandwagon, they’re an essential part of a brand’s business-building toolbox. More fun than paid ads and more reliable than seasonal sales, it’s no surprise that collabs are everywhere you look at the moment.
While some of the most natural brand partnerships are as successful as might be expected, the unexpected nature of many collaborations can also be the secret to their success (Nike x Tiffany & Co., we’re looking at you here…)
Successful collaborations – that is, those which sell well – can be anything from the crossover of two very distinct brands to a partnership between a commercial company and an artist – we’re talking Barbie x Balmain, Primark x Stranger Things, Stan Smith x Sesame Street…
Brand Licensing Europe event director Ella Haynes takes us through her seven best brand collabs of recent months.
Collaborations – the intentional collision of two brands for both creative and commercial joy – are everywhere in 2023.
Firstly, we have to establish the difference between a meh and a WOW collab. I believe there are three main points:
- There must be synergy – expected or otherwise – between the two brands and their values.
- The collaboration must deliver new fans or consumers to each brand: build brand awareness either among similar untapped demographics, or in entirely new customer segments.
- It must align with each of their business objectives, which may or may not be profit-driven.
Synergy normally originates from crossover between the two brands’ fanbases. So, you could have HNW (high net worth) individuals who love everything Barbie – perhaps because they had a Barbie doll as a child – but they wouldn’t dream of popping into Primark for a hoodie.
So the high-end collabs like Balmain mean Mattel (Barbie’s owner) can rekindle those lapsed relationships in a way that’s authentic and meaningful for those consumers. For Balmain, it means reaching a new customer demographic – one that may become fans and consumers of lower-priced access products likes tee shirts or perfume.
And of course jumping on the Barbie bandwagon – or others similar – lets Balmain et al benefit from being aligned with the most popular toy in the world and its 99% global brand awareness.
But, while collabs appear to be dominated by fashion and apparel, it’s perhaps the FMCG collabs that are delivering the most ‘oohs’, ‘wows’ – and even ‘eurghs’. Haynes takes a look at seven FMCG collabs that she thinks are particularly inspired…
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Greggs x Primark
This limited-edition 11-piece collab initially launched last year, went viral and sold out. Primark followed with two in-store Greggs bakeries, festive apparel last Christmas and a second drop this summer. The result? Both brands were able to steal valuable share of social voice from their competitors among 18-34 year olds.
Minecraft x Pringles
This collab brought the Minecraft in-game stew to life with ‘Suspicious Stew’ as a Pringles flavour. That’s right – Pringles developed a flavour for something that didn’t exist IRL. Genius move from the it’s-not-a-crisp company to tap into the huge and lucrative Minecraft fanbase of 140+ million active monthly users.
Marmite x Lynx
What’s the first thing that came to mind when you read that? Yeah, me too – bleurgh. And I love Marmite. But that’s why it worked.
Even Lynx agrees, with the website saying, “Look, Lynx is no stranger of smashing together weird scents that don’t work, but somehow, do. It’s kind of an old habit: making awkward, awesome. So, whether you’re a lover or a hater of this weirdly wicked Lynx Africa Marmite collab – just try it mate.”
Dungeons & Dragons Beer x Mondo
At the other end of the spectrum, we have Dungeons & Dragons Hither Tither beer in partnership with British craft brewer Mondo. This one hasn’t set out to shock, surprise or pull in new consumers necessarily, but rather it was made with the D&D fan very much in mind, sticking authentically and faithfully to the original D&D art style and creating a beautiful, quality product.
Fruit Loops x Nails.INC
According to Nails.INC’s website, this collab produced a deliciously colourful nail polish range replicating the famous Fruit Loops colour scheme and drying down to reveal a sweet and fruity aroma. I think this worked simply because each brand played to the strengths and USPs of the other.
Nails.INC founder and CEO Thea Green is speaking about collabs at Brand Licensing Europe on Thursday 6 October at ExCeL London.
The Anya Hindmarch Ice Cream Project
2023 was Anya’s second summer of the Ice Cream Project, available to buy for two months only from the Anya village in Knightsbridge. Flavours included Heinz Ketchup, Branston Pickle, Blue Dragon Sweet Chilli Sauce, Bird’s Eye Petits Pois and Maldon Salt, all brilliantly nailing the shock factor as well as those all-important column inches.
And for customers not quite brave enough to try the ‘hmmm’ flavours, there were more orthodox flavours, too, including Kellogg’s Coco Pops, McVities Digestives. The result – the Anya Hindmarch brand is no longer only known for its expensive designer handbags.
KFC x Dear Me Beauty
Probably the weirdest collab on this list, the KFC x Dear Me Beauty, which included a face mask, sunscreen stick and skin barrier cream. All promising to be non-greasy and – thankfully – the mask was also fragrance free! Prior to this collection, we’ve also seen a ‘finger lickin’ good’ edible nail polish, and chicken drumstick soap on a rope. Why does it work? Because teenagers love fast food and beauty products. It’s as simple as that.
Brand Licensing Europe runs from 4 – 6 October 2023 at ExCeL London. With tens of thousands of brands available to license, it’s the starting point for the next generation of consumer products.
