In just 48 hours. That's how long it took to sell out the flip-flop collection created by Havaianas + Dolce&Gabbana, both in stores and e-commerce. What's more, the success was so great that virtual queues formed in the middle of the night. A collab case that mixes timing, desire, and pop culture.
Collaborations between brands aren't exactly new, but they're becoming increasingly strategic, creative, and relevant. Once known as co-branding, this type of partnership has turned into a true cultural movement. Today, whether it's to launch a new product, generate buzz on social media, or reach untapped audiences, collabs are dominating shelves, algorithms, and conversations.
Throughout this post, we'll show you why this trend has become one of the pillars of modern marketing and how it can generate real value for your brand.
The essence of collabs: connecting ideas, brands, and audiences.
So, what exactly is a brand collab?
In essence, a collab happens when two brands (or a brand and a personality) join forces to co-create something new that neither would create alone.
More than that, it's not just about putting logos together: the secret lies in merging universes, purposes, and audiences to deliver a memorable product or experience. This way, it's possible to create a true intersection of creativity, desire, and strategy.
Why do collabs work so well?
They work because they combine three fundamental triggers of consumer behavior:
- Exclusivity (limited edition or brand-new product).
- Belonging (fans of both brands feel represented).
- FOMO (fear of missing out on what's trending).
Not to mention the visual appeal, nostalgia, and the power of social media to amplify it all.
Real benefits for brands
Collabs go beyond the hype. They generate concrete business results:
- Increased reach: by joining audiences, brands expand their visibility.
- Stronger positioning: well-thought-out collabs reinforce the brand's image and values.
- Low-risk innovation: co-creation opens space to test new ideas, with shared costs and responsibilities.
- Loyalty and engagement: creative collaborations spark emotions and create genuine connections with the audience.
- Market differentiation: when well executed, a collab becomes "that thing only your brand did."
2025: the year of purpose-driven collabs
Collaborations are increasingly aligned with values, lifestyle, and brand identity. Here are some recent examples that illustrate this:
- Reserva x Atlético Mineiro and Cruzeiro: fashion and soccer come together in urban collections that celebrate the culture of Minas Gerais.
- Tok&Stok x Fábula: childlike playfulness meets interior design in furniture and accessories with Brazilian flair.
- Redley x HB: sun-drenched lifestyle and outdoor spirit come together in sneakers and sunglasses with a vintage look and adventurous vibe.
- Carmed x Oakberry: a lip balm with açaí scent, created based on suggestions from the "Carmed Lovers" community.
- Aperol x Natura: during Carnival, anyone who bought Aperol got a free Natura gift — blending lifestyle and makeup into a vibrant look.
These collabs show that engagement is more than selling: it's about creating experiences, stories, and connections that go beyond the product.
Oakberry and Carmed: an unexpected collab that united cosmetics and gastronomy.
How to ensure a successful collab
A partnership only makes sense if it generates real value for all parties involved. Here are some essential pillars to make that happen:
- Alignment of values and purpose: the union needs to be natural, coherent, and authentic. If the brands share causes, lifestyles, or worldviews, even better.
- Audience knowledge: it's essential to understand whether the audiences match — and whether the collaboration will spark curiosity or confusion.
- Innovative proposal: the collab needs a real differentiator. Simply pairing names isn't enough: it needs to surprise and deliver something truly new.
- Brand consistency: brands can't lose their essence. The partnership should expand possibilities, not dilute positioning.
- Planning and risk management: set expectations, goals, and KPIs from the start. What does success mean for each brand? How will the campaign's impact be measured?
Global trend: luxury also collaborates
- The Evian x Pharrell Williams collab brought luxury edition water bottles.
- Apple x Hermès continues to bet on sophisticated, connected watches.
- Ariana Grande x Swarovski became a sensation with pieces that blend pop and elegance.
- Even motorsport got in on it: KitKat became an official Formula 1 sponsor, uniting the world of snacks with the world of engines.
Collab between Pharrell Williams and Evian for the special "Fountain of Youth" edition
Collabs aren't just for big brands
Local, artisanal, or niche brands can benefit too. The secret lies in finding a partner with:
- A complementary audience.
- Compatible values.
- Openness to co-creation.
Sometimes, the result of a local collab can be just as powerful as a global partnership.
Conclusion: is your brand ready to co-create?
Collabs aren't just a trend; on the contrary, they're a strategic way to amplify what a brand does best alongside someone who can add value. That's why planning, creativity, and vision are essential. Here at On, we believe great ideas become even bigger when shared. So, want to know how to turn a partnership into an unforgettable campaign? Talk to us.
Also read: Instagram now shows up on Google: what changes for your brand?
