From Barbie V Heinz to Balenciaga V Crocs, we look at the unexpected companies partnering up to reach new audiences and offer a fun and quirky experience for the customer.
As brands struggle to remain relevant in a modern world where the consumer is quick to change loyalties, brand collaborations have emerged as a powerful trend. These headline grabbing campaigns not only enhance credibility and trustworthiness, but they bring fresh ideas and perspectives, offering an unconventional experience for the customer.
These unexpected collaborating companies can achieve greater exposure, successfully widening the brands customer base, enhancing the value of both brands.
In 1984 Nike signed a deal with Chicago Bulls basketball star Michael Jordan, releasing black and red Air Jordan 1 High ‘Bred’ trainers in April 1985. The design went against the NBA’s white footwear policy, generating controversy and publicity for the brand, creating the focal point for Nike’s iconic ‘Banned’ marketing campaign. This iconic partnership transformed Nike into the world’s largest athletic apparel company, Jordan into a global and cultural phenomenon and inspired Ben Affleck to create a biographical sports drama film called Air in 2023.
Who can forget the tearjerker Man on the Moon advertising campaign created by John Lewis with Age UK for Christmas 2015. The retailer spent £7m on a campaign including a TV ad, smartphone game and merchandise to help drive support and raise awareness of the loneliness some older people may experience at Christmas. While Age UK benefited from the fundraising appeal and profits of selected merchandise, just a week after John Lewis launched the advert, revenue had increased by a whopping 15.8%.
Now we see brand collaborations everywhere, with some so offbeat they make us sit up and take notice, but that is why they work so well. Take Barbie V Heinz for example, who launched a limited-edition pink Heinz Classic Barbiecue Sauce after teasing fans whether the dream condiment should be made a reality, because ‘Barbie’s dreams really do come true’. Or Dunkin’ donut who teamed up with Scrub Daddy after some witty back and forth on social media, creating doughnut shaped sponges to make household chores a bit more cheerful.
The team at Bright Collie have selected their favourite brand collaborations.
Huw - Nike X Lego
NIKE, Inc. and the LEGO Group partnership is due to a shared commitment to put creativity, fun, sport and imagination back into play. Inspiring, engaging and empowering kids around the world to be the best versions of themselves.
The collaboration also ties into a larger, global initiative, the United Nations adopted a designated June 11 as the International Day of Play, backed by both LEGO and Nike. This day in 2025 will serve as a focal point for the partnership, with the goal of encouraging children to engage in both creative play and physical activity.
Meg - Snoop X Olympics
Snoop Dogg became the unofficial mascot of the Paris 2024 Olympics. While attending as a correspondent for NBC, you could find him blowing smoke in the shape of Olympic rings, handing out commemorative pins and running with the Olympic torch, managing in true Snoop style, to get his own crip walk in. The former pimp and gangsta rapper has played his personality and not compromised it while wearing full dressage at the equestrian event.
Adam - Crocs X Pringles
Crocs teamed up with Pringles for a fun partnership blending both fashion and flavour in a unique collection, creating three distinctive Croc styles and limited-edition Crocs-inspired Pringles.
The Pringles x Crocs Classic Crush Boot, in classic Pringles red, boasts a custom holster for on-the-go Pringles snacking. The collection also includes Pringles x Crocs Classic Clogs in Pringles’ beloved flavours: red and orange for Original and Cheddar Cheese, and blue and green for Sour Cream & Onion and Salt & Vinegar. Completing the trio are the Pringles x Crocs Classic Slides, featuring a retro Mr. P design with a stylish moustache.
Kat - Minecraft X Lush
In celebration of the game’s 15th anniversary, cosmetics retailer Lush and one of the world’s most popular video games, Minecraft, have created a range of products inspired by the blocks, mobs and tools of Minecraft’s Overworld. Bridging the gap between the digital and physical world.
Minecraft players will be able to craft and use bath bombs in the game by downloading an add-on and Lush fans can craft their own calming routine in store with a range of charming blocky products. Enabling both sets of fans to discover and craft a unique adventure or relaxing moment.
Erica - Greggs v Primark
Fancy looking like a snack?! Primark and Greggs launched a mouth-watering merch collection in 2022. Greggs has been serving good, honest, food-on-the-go since 1939, and the high-street retailer Primark helps people look and feel good, whatever their style or budget. It seemed fitting for these two high street shops to collaborate.
Overnight, mannequins in Primark windows were styled holding Greggs Vegan Sausage Rolls and Steak Bakes, capturing the attention of passers-by. The surprising partnership was called the “biggest collaboration of the century”. You could show your love for the Greggs Sausage Roll with an 11 piece clothing collection choosing from socks to an all-out co-ordinating Greggs X Primark tracksuit.
As always, there are a few brand collabs we are not so keen on, who also get a mention:
Balenciaga V Crocs
And Donald Trump v Elon Musk
If you’re thinking of collaborating, you should consider:
· Research your partnering brands reputation and values.
· Clearly define the goals of the collaboration.
· Create unique ideas for the campaign
· Plan together and continuously track results.
· Consult a legal team to support your collaboration.