The Marketing Pulse: Brand Collaborations

With the rise in brand collaborations, we explored what makes them work—or flop. We uncovered consumer insights on the most memorable brand partnerships, identified top-performing industries, and covered reactions to the latest brand collabs.

Let’s be real—brand collaborations are a hot thing in the marketing world.

And as marketers, we’re always on the hunt for the next big thing to grab attention, spark joy, and maybe even go viral. But with consumers more savvy than ever, how do you make sure your target audience is won over, and not put off? 

Well, we got curious too, so we tapped into the minds of over 2000 consumers.

First off, the good news: 30% of consumers are genuinely excited about the unique and limited-edition products that brand collaborations often produce. For marketers, this can be a goldmine, as nearly 20% of consumers love the chance to try something new through these strategic partnerships.

However, when it comes to pricing these products, the response is mixed—41% say it all depends on the collaboration, but 30% feel these co-branded products are often overpriced. Only 1 in 10 believe that collaborative products are usually worth the price, indicating that brands need to work harder to convince consumers of their value.

Another key takeaway is the importance of brand synergy.

Over 1 in 3 (35%) think it’s critical that the brands involved in a collaboration make sense together, while 48% appreciate a little surprise as long as the partnership isn’t too far-fetched. However, there’s a niche audience—17%—who believe the weirder the collaboration, the better. Clearly, there’s room for creativity, but its important to strike the right chord between brand alignment and innovation.

The brand collaborations that Pulsers remember most

When it comes to brand collaborations, some stick in the minds of consumers—whether for good or bad reasons. Let’s look at the collaborations that left a lasting impact:

The good…

• Nike and Louis Vuitton: This luxury collaboration amazed people with its blend of high fashion and sportswear, creating a unique and striking fusion.
  
• Martha Stewart and Snoop Dogg: Who could’ve predicted this duo? But it worked—two completely different personalities coming together to create something unforgettable.
  
• Nike and Michael Jordan: This one’s a no-brainer. A collaboration that’s not just memorable—it’s iconic.
  
• Le Creuset and Harry Potter: This was a magical surprise: high—end cookware meets the wizarding world. Proof that cross-industry collaborations can cast a spell when done right.
  
• M&S and Twiggy: A memorable collaboration from the past that resonated due to its alignment with the iconic British model.
  

The not as good…

• Tesla and Fortnite: This unexpected brand partnership left many fans disappointed and confused, wondering why these two brands would team up.
  
• Crocs and Bath & Body Works: This collaboration was considered an odd match and didn’t resonate well with consumers.
  
• Ralph Lauren and Fortnite: Many felt this collaboration was mismatched, with the brands being too different to work well together.
  
• Kanye and Adidas: A partnership that didn’t go down well with everyone, leaving some fans disappointed. Marketers should be mindful of how public figures can influence brand reputation.

In consumers’ eyes, which industries create the best brand collaborations?

When it comes to brand collaborations, some industries stand out, capturing the imagination and excitement of consumers. According to our latest Pulses, here are the top industries that consumers believe create the best brand collaborations:

1. Food and beverage
   Leading the pack, food and beverage collaborations are loved for their creativity and ability to blend popular flavours or products in exciting new ways. These partnerships often result in limited-edition items that generate significant buzz.
2. Sports and fitness:
   Close behind are collaborations in the sports and fitness sector. These partnerships resonate with consumers passionate about health, fitness, and athletic products. These collaborations often strike a chord with consumers through promotional campaigns or exclusive product launches. 
3. Entertainment and media:
   Entertainment and media collaborations also rank highly, with consumers enjoying the unique experiences that result from these partnerships. Whether it’s fashion, toys, or consumables, these collaborations often tap into popular culture to create buzzworthy products. 
4. Charity and social cause
   Collaborations that involve charitable organisations or social causes resonate deeply with consumers, who appreciate brands that give back. These partnerships often create a sense of social responsibility, making consumers feel good about their purchases.

The brand collaborations of 2024 that got us Pulsing

💄MAC Cosmetics x Lick Paint
This collaboration we didn’t see coming, but it grabbed our attention. 45% of Brits were excited by the collab, while 20% were sceptical, seeing it as a marketing move. As for the bold Black 40 paint, 20% of Brits are inspired to try it, and nearly 40% would consider it if styled well. The collaboration boosted brand interest slightly—17% are now more interested in both brands, with Lick seeing a 14% boost and MAC just 8%.

🍨 Häagen-Dazs x Emily in Paris (Netflix)
2 in 3 Emily in Paris fans love the collaboration. Interestingly, 61% say a tasty collaboration like this makes them more likely to check out the show, though 39% still decide based solely on content. Even better, 71% think this collaboration could boost their loyalty to both brands, highlighting a great opportunity for marketers to build long-term brand love.

🏡 Airbnb x Polly Pocket
Nostalgia alert! Airbnb is turning childhood dreams into reality with a life-sized Polly Pocket-inspired house in Massachusetts. It’s got 39% of Americans hooked. And guess what? Nostalgia is a powerful driver—46% say fond memories influence their purchasing decisions. The Polly Pocket Airbnb has fans, but there’s even more potential if they tap into other nostalgic themes.

🥃 Beyoncé x Moët Hennessy
Introducing Sir Davis, the latest whiskey on the market. While 64% of Americans are skeptical of celebrity-made alcohol, 52% are curious enough to try Beyoncé’s whiskey. But for Sir Davis to succeed, it will need more than just star power—it must deliver on both marketing and quality.

“I think it’ll definitely be popular at first, but longevity would probably depend more on marketing and quality.”

Pulser

🤷‍♂️ Will Levis x Hellmann’s 
Almost 3 in 4 find the idea of a Mayo-inspired perfume unappealing, with 38% completely baffled by it. But that doesn’t stop 36% from chatting about the odd pairing with friends.

⚰️ Yeti x Liquid Death
69% say Liquid Death’s marketing stands out from other brands. But when it comes to the casket cooler, opinions are evenly split.

“I found that a little too morbid…”

“That’s one of the coolest (heh) and hilarious things I’ve ever seen.”

“Funny and cool but probably very expensive.”

Pulsers

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