The Chunky Dunky Nike x Ben & Jerry’s brand collab
The Chunky Dunky is an unexpected maximalist collaboration between Nike and Ben & Jerry’s. Nike released the shoe in very limited quantities, with a box specially designed to look like the Ben & Jerry’s flavor that inspired it, Chunky Monkey.
The shoe was one of the most hyped sneakers of 2020, selling out immediately. If you want a pair, they’re currently going for almost $3,000 on resale markets.
Luxury kitchen appliances: SMEG x Dolce & Gabanna
Have you ever felt like your kitchen appliances weren’t getting enough attention?
Then Dolce & Gabbana’s product coloration with Smeg is perfect for you. The luxury fashion house teamed up with the home appliance manufacturer to product a series of loud, colorful, (and expensive) toasters, kettles, juicers, and blenders.
In einem ersten Projekt kreierten Dolce & Gabbana und Smeg gemeinsam eine Sonderedition des Kühlschranks FAB28 – und schufen wahre Kunstwerke. 100 exklusive, handbemalte Kühlschränke, von denen jeder mit einzigartigen Bildern renommierter sizilianischer Künstler versehen ist: Zitronen, das Symbol der Trinacria, Wagenräder, mittelalterliche Ritter und Schlachtenszenen – allesamt unverwechselbare Elemente der Ästhetik von Domenico Dolce und Stefano Gabbana.
Adidas x Arizona Ice Tea
In this brand collab, Adidas teamed up with Arizona Iced Tea to create a limited-edition sneaker with the iced tea brand’s famous price tag: 99-cents.
Of course, this was more of a marketing play than an attempt at real profits. But it worked. The release of the Arizona Adidas sneakers was so hyped police had to shut down the New York pop-up store. The collab is going for almost $2,000 on resale markets today—a tidy profit for those who managed to buy the shoe for 99-cents.
Nike x Apple: Collaborating on the Apple Watch
A major reason why this partnership has been so successful is the seamless handoff between both platforms, a trademark of Apple’s ecosystem. This has helped drive brand loyalty and new customer acquisition for both brands.
Doritos x Taco Bell: The Doritos Locos Tacos
The Doritos Locos Tacos is an excellent example of two complementary mainstream brands coming together to create a product that was a surefire hit with their overlapping customer bases.
Doritos Locos Tacos combined the popular Doritos tortilla chip with classic taco flavors to create a memorable snack full of flavor that customers could only get at Taco Bell.
Lego x Star Wars
The LEGO and Star Wars collaboration is an excellent example of two world-leading consumer brands creating something special for their customers. The special edition LEGO sets brought the iconic Star Wars universe to life, including characters, locations, and even vehicles from the hit film franchise.
The collaboration delighted fans of all ages, leading to a range of spinoff products.
Heinz x Absolute
The Heinz x Absolut collaboration is a great example of how to piggyback off a trend successfully. Noticing the surge in tomato and vodka pasta recipes on social media, Heinz partnered with vodka brand Absolut to create the UK’s first tomato vodka pasta sauce.
A hugely successful social media campaign saw food influencers sharing their reactions to the sauce as well as recipes for using it. Within a week of the product release, the campaign had received over 6.2 million views on TikTok, and sales of Heinz pasta sauces were up more than 50% in the two months following.
Supreme x OREO
In 2020, Supreme collaborated with Oreo to create a limited edition of Oreo cookies featuring the iconic Supreme logo and its signature red brand color. Both brands are known for their fun, youthful values, and their customers snapped up the cookies as they hit the shelves.
The eye-catching cookies gained colossal buzz online, with one Supreme fan’s tweet about the cookie receiving almost 19,0000 retweets and over 67,000 likes. The cookies quickly sold out and could be found for extortionate sums on resell sites like eBay.
Conclusion: Why These Mainstream Brand Collaborations Are Best Practice Examples
The success of the collaborations highlighted above demonstrates the immense potential of creative partnerships between mainstream brands. These examples represent best practices in brand collaboration due to their ability to merge unique brand identities, resonate with shared customer bases, and create memorable, limited-edition products that drive both cultural relevance and commercial success.
- Uniqueness and Creativity
Each collaboration, from Nike x Ben & Jerry’s to Heinz x Absolut, showcases a unique fusion of the partners’ strengths. Whether it’s transforming sneakers into collectible art pieces or turning viral recipes into retail products, these campaigns lean into creative storytelling and product innovation to excite audiences. - Cultural Relevance
These collaborations reflect or even shape cultural moments. For example, Heinz x Absolut capitalized on a viral food trend, while Supreme x Oreo and Adidas x Arizona Iced Tea brought fun and accessibility to their branding. The ability to tap into the zeitgeist ensures lasting buzz and strong engagement. - Strategic Use of Limited Editions
The use of limited-edition releases, such as the Chunky Dunky sneakers or Supreme Oreos, creates scarcity that drives consumer demand and amplifies exclusivity. Resale markets thriving with high prices only add to the allure, as customers view these items as status symbols. - Cross-Market Synergies
These collaborations excel by blending overlapping audiences and market strengths. For example, the Doritos Locos Tacos capitalized on a shared love of bold flavors, while Lego x Star Wars merged pop culture fandoms. This strategic alignment ensures that both brands mutually benefit from wider exposure. - Leveraging Digital and Social Media
Successful campaigns like Heinz x Absolut and Supreme x Oreo harnessed social media to amplify their impact. Viral content, influencer engagement, and shareable moments drive buzz and allow brands to stay at the forefront of online culture. - Driving Brand Loyalty and Sales
These collaborations not only generate buzz but also deepen brand loyalty and drive sales. From Taco Bell’s cult-like following for Doritos Locos Tacos to the resurgence in Heinz pasta sauce sales, the commercial success of these projects underscores their impact.
My Takeaway
The best mainstream brand collaborations prove that partnerships rooted in creativity, cultural relevance, and consumer insight can elevate both brands involved. By offering unique products, limited editions, and digital-first campaigns, these collaborations leave lasting impressions, build cultural cachet, and deliver measurable business results. Designers, marketers, and brand strategists can take inspiration from these examples to create future campaigns that innovate, connect with audiences, and stand the test of time.
Designers, marketers, and brand strategists can draw from the surrealist approach to challenge conventions, create emotional connections, and turn everyday products into cultural touchpoints that delight and inspire.
- https://99designs.com/blog/design-history-movements/surreal-graphic-design/
- https://theartling.com/en/artzine/emerging-surrealist-artists/?srsltid=AfmBOoozGoomiNG9oI4e7DWiorvi7lioarFTd8Hboh8eNoY7q-PLmjL_
- https://artsartistsartwork.com/anna-roberts-the-real-surreal-deal-artist/
Resources
- https://queue-it.com/blog/product-drop-brand-collaboration-examples/
- https://thecmo.com/brand-management/brand-collaboration-examples/
- https://brand24.com/blog/brand-collaborations/
- https://www.smeg.com/at/sondereditionen/sicily-is-my-love-uebersicht
- https://www.smeg.com/ch-de/sondereditionen
- https://www.shopify.com/retail/brand-collaborations-7-examples-of-retailers-working-together-to-reach-broader-audiences
