{"id":44114,"date":"2023-09-26T10:04:59","date_gmt":"2023-09-26T10:04:59","guid":{"rendered":"https:\/\/www.marketing-beat.co.uk\/?p=44114"},"modified":"2023-09-26T13:14:37","modified_gmt":"2023-09-26T13:14:37","slug":"brand-collaboration-fmcg","status":"publish","type":"post","link":"https:\/\/www.marketing-beat.co.uk\/2023\/09\/26\/brand-collaboration-fmcg\/","title":{"rendered":"Best brand collabs: 7 ‘WTF!’ collaborations that worked"},"content":{"rendered":"


\nBrand collaborations are more than just a flash in the pan or jumping on the latest bandwagon, they\u2019re 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.<\/p>\n

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…)<\/p>\n

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\u00a0Barbie x Balmain, Primark x Stranger Things, Stan Smith x Sesame Street…<\/p>\n

Brand Licensing Europe event director Ella Haynes takes us through her seven best brand collabs of recent months.<\/p>\n

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Collaborations \u2013 the intentional collision of two brands for both creative and commercial joy \u2013 are everywhere in 2023.<\/p>\n

Firstly, we have to establish the difference between a meh and a WOW collab. I believe there are three main points:<\/p>\n

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  1. There must be synergy \u2013 expected or otherwise \u2013 between the two brands and their values.<\/li>\n
  2. 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.<\/li>\n
  3. It must align with each of their business objectives, which may or may not be profit-driven.<\/li>\n<\/ol>\n

    Synergy normally originates from crossover between the two brands\u2019 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\u2019t dream of popping into Primark for a hoodie.<\/p>\n

    So the high-end collabs like Balmain<\/a> mean Mattel (Barbie\u2019s owner) can rekindle those lapsed relationships in a way that\u2019s authentic and meaningful for those consumers. For Balmain, it means reaching a new customer demographic \u2013 one that may become fans and consumers of lower-priced access products likes tee shirts or perfume.<\/p>\n

    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.<\/p>\n

    But, while collabs appear to be dominated by fashion and apparel, it\u2019s perhaps the FMCG collabs that are delivering the most \u2018oohs\u2019, \u2018wows\u2019 – and even \u2018eurghs\u2019. Haynes takes a look at seven FMCG collabs that she thinks are particularly inspired…<\/p>\n

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    Greggs x Primark<\/h3>\n

    \"Greggs<\/p>\n

    This limited-edition 11-piece collab initially launched last year<\/a>, 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.<\/p>\n

    Minecraft x Pringles<\/h3>\n

    \"Pringles&reg;<\/p>\n

    This collab brought the Minecraft in-game stew to life with ‘Suspicious Stew’ as a Pringles flavour. That\u2019s right \u2013 Pringles developed a flavour for something that didn\u2019t 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.<\/p>\n

    Marmite x Lynx<\/h3>\n

    \"\"<\/h3>\n

    What\u2019s the first thing that came to mind when you read that? Yeah, me too \u2013 bleurgh. And I love Marmite. But that\u2019s why it worked.<\/p>\n

    Even Lynx agrees, with the website saying, \u201cLook, Lynx is no stranger of smashing together weird scents that don\u2019t work, but somehow, do. It\u2019s kind of an old habit: making awkward, awesome. So, whether you\u2019re a lover or a hater of this weirdly wicked Lynx Africa Marmite collab \u2013\u202fjust try it mate.\u201d<\/p>\n

    Dungeons & Dragons Beer x Mondo<\/h3>\n

    <\/p>\n

    At the other end of the spectrum, we have Dungeons & Dragons Hither Tither beer in partnership with British craft brewer Mondo. This one hasn\u2019t 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.<\/p>\n

    Fruit Loops x Nails.INC<\/h3>\n
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