Why Some Collaborations Work (and Others Don't)

There’s no shortage of brand collaborations today. From limited-edition products to unexpected brand partnerships, companies are constantly looking for new ways to capture attention. But not every collaboration creates the same reaction.

There are three types of collaborations: the ones where two brands fit together seamlessly, the ones that make sense for a moment but you’re glad aren’t permanent and the ones that leave you wondering, “Who approved this concept?” The difference between all three? Strategy and delivery.

The Crumbl x Dove partnership is a perfect example of a collaboration that raised more than a few eyebrows. On paper, it made sense: both brands are built around indulgence and sensory experiences. But that was where the connection ended. Consumers weren’t just questioning the idea of smelling like a Tres Leches cookie after a shower — they were questioning why these products are still on shelves months after their December 2024 launch. The collaboration felt like a marketing team asking, “What can we put our logo on?” rather than, “What would our customers genuinely want?” Because “both product lines smell good” isn’t a strong enough reason to collaborate.

Then there’s the middle ground: the collaborations that make people say, “We understand why they did this… but we’re glad it’s not permanent.” Kraft x Van Leeuwen’s mac and cheese ice cream is a perfect example. The partnership worked because the absurdity was intentional — neither brand was trying to convince consumers it was a product extension. Instead, the goal was to create curiosity, spark conversation and earn a PR moment.

But the winning collaborations are the ones that make people say, “This is genius!” They work because the partnership feels intentional — like two brands found a natural way to strengthen each other. Stanley x Starbucks is a perfect example. The brands amplified an existing behavior: Starbucks owns the ritual of coffee, while Stanley owns the ritual of carrying a drink everywhere.

While we live in a world where negative press can sometimes feel better than no press, brands can’t be blamed for trying to create unexpected moments — but they should know when the moment has run its course. A surprising partnership can become a PR win or even turn into a long-term brand asset, but only when there’s a clear reason for it to exist. Collaborations that strengthen brands don’t leave people asking, “Why did they do that?” They make people say, "This makes so much sense.”

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