Most Exciting Brand Partnerships of 2024 — So Far

Six months into 2024, there’s been a steady stream of thought-provoking brand partnerships. Some made us scratch our heads and think, “Huh?” Others made us smile or think, “I have to have that!” Whether weird, unexpected or even obvious, brands are partnering together with considerable success — especially among today’s very fickle consumers. Which of these corporate couplings stood out most in the first half of the year?

Kate Spade X Heinz

Ketchup lovers rejoice — Kate Spade New York and Heinz launched a capsule collection that combines Heinz’s iconic imagery with Kate Spade’s vibrant style. The best part of this partnership is its unexpectedness, which attracted media attention and consumer interest. Unique collaborations like this can effectively engage and expand a dedicated consumer base.

Michael Cera and Cerave 

This collaboration was introduced via one of CTP’s favorite Super Bowl commercials this February. Punny and creative, this partnership is proof that strategically teaming up with celebrities can have a tremendous impact on your brand. 

Neighborhood Villages X The Lego Foundation

Many of the best partnerships are ones that have a positive impact. Our client Neighborhood Villages, a Boston-based non-profit that advocates for early education and care policy reform, teamed up with The Lego Foundation and Boston Public Schools (BPS) to design a new play-based early education curriculum. Now early educators can use a high-quality resource that’s accessible and free across the country. 

Dunkin’ X Scrub Daddy

Partnerships can grow organically over time. The seeds of Dunkin’ and Scrub Daddy’s partnership were planted after the brands engaged with each other on  social media. As a result, America’s favorite donut and favorite sponge teamed up for an exclusive collection. In the era of digital communications, partnerships born from social media are becoming more common. 

Best Practices for Successful Brand Partnerships

Thinking creatively is a start, but any brand partnership needs to be strategically thought out. As you think about collaboration opportunities, here are five considerations from our experience. 

• Authenticity and Brand Fit: Many brands miss the mark with partnerships or celebrity endorsements that don’t feel organic. Make sure you’re working with a partner who is a natural fit. 
• Simplicity: The secret sauce to great partnerships is when the collaboration itself can shine. Lean into the essence of the partnership rather than getting lost in superfluous elements. 
• Defining Success: What’s the goal of your partnership? What’s the ideal outcome? Establish an understanding of what success looks like for both parties. 
• Investment on Both Sides: A partnership is only as good as the time and effort you put into it.
• Create Something Valuable: Ensure your partnership has a purpose. To gain buy-in from your audiences, create something in which they’ll be interested.  

We can’t wait to see what brands have in store for the rest of 2024.