Marketing Briefing: How co-branding became ‘a key piece’ of how marketers plan their year

Throughout 2024, one marketing trend has continued apace: Brand collaborations. 

To name a few: Oreo and Coca-Cola; Airbnb and Mattel’s Polly Pocket; Grubhub and Amazon; Scrub Daddy and Dunkin’; multiple feature films (Wicked and Beetlejuice, to name a couple) and several brands (CarMax, Google, Crocs, Stanley, Starbucks). Marketers seem keener than ever to partner up and collaborate with another brand as a way to generate attention for both brands. The approach isn’t just a way to save ad dollars (a reason for brand collaborations in the Super Bowl in previous years) but to help boost the likelihood that people will actually notice what the brands are doing in an increasingly cluttered and fragmented landscape.

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