Brand collaborations are everywhere. Some make you say ‘Wait, what?!’ while others feel so natural you wonder how they haven’t happened already.

That’s the magic of brand collaborations done right: they create something bigger than either brand could pull off alone. They break old boundaries. They surprise audiences, blend strengths, and often expand reach in ways no single campaign ever could.

We’ve seen this same approach work in recent emotional branding campaigns as well, proving that a deeper connection drives impact.

In 2025, brand collaborations aren’t just a marketing tactic—they’re the new brand pulse. They’re how brands show they’re braver, bolder, and connected to culture.

This month’s four brand collaborations all approached partnership differently—some tapped nostalgia, others leaned into absurdity—but they share the same underlying strategy. Let’s break down why they worked (and what you can take away for your own brand). 👇

🍋🍦 Rhode Summer x Magnum – A brand collaboration that built a shared world

Hailey Bieber’s Rhode Mallorca beach club went beyond a pop-up, transforming the coastline into a Rhode-branded universe. Guests weren’t just stopping by for selfies. They lined up for Magnum Spray ice creams airbrushed in Rhode yellow, scooped up the new limited-edition “Lemontini” lip tint (now softer, smoother, and better-than-before 💛), and even grabbed matching bubble bags and belly chains (!!).

Why this collaboration worked:

• Cross-world synergy: Skincare x dessert felt indulgent yet unexpected.
  
• UGC gold: Influencers couldn’t resist filming the ice creams as edible brand art.
  
• Full immersion: Guests didn’t just buy a product; they lived the Rhode vibe.

What you can take away:

Collaboration is at its best when each partner amplifies the other. Even small brands can borrow this thinking: co-create a multi-sensory experience, theme a pop-up around it, and make it irresistible to share.

Heels Make Deals Take 👠

• Partner with a local venue and theme it around your launch.
  
• Add one unexpected, shareable detail (branded drinks? live art?) that fans will photograph.
  
• Make it feel like you’re inviting them into your world, even for a day.

Krispy Kreme x Crocs 🍩👟 – Leaning into absurdity (with a plan)

The two icons dropped glazed Crocs complete with icing toe caps and doughnut charms, packaged like a Krispy Kreme dozen. Early access came via in-store QR codes, and anyone wearing Crocs during launch week got free doughnuts.

Why it worked:

• Ridiculous—but perfectly on brand: Food meets footwear with self-aware humor.
  
• Multi-layered launch: Packaging, product, and perks all fed the buzz.
  
• Short, sharp timing: The urgency made fans act fast.

Why this collaboration worked:

Lean into theatre. Layer online and IRL touchpoints, add a bit of self-awareness, and build urgency into the launch. Small brands can do this through exclusives, rewards for loyal fans, or a “drop” format with a clear moment in time.

Heels Make Deals Take 👠

• Build multiple layers into your next launch (IRL events + social teasers + exclusives).
  
• What’s one “too much” idea that will make people talk?
  
• Reward your loyal community with first access or special perks — they’ll be your best marketers.

Glossier x Magnolia Bakery 🍌✨ – brand collaboration rooted in nostalgia

Glossier teamed up with Magnolia Bakery to release a limited-edition Banana Pudding Balm Dotcom. Nostalgia was baked in: the flavor, the packaging, and the charitable tie-in supporting NYC youth.

Why this collaboration worked::

• Sensory throwback: Banana pudding is comforting and hyper-specific.
  
• Scarcity: It sold out almost instantly, creating a must-have collectors’ vibe.
  
• Purpose: The charitable element gave depth beyond the product.

What you can take away:

Nostalgia lands hardest when it’s anchored in purpose and feels new again. Tie your throwback moment to a cause, time-limit it, and make the design collectible.

Heels Make Deals Take 👠

• Identify a product, flavor, or memory your audience feels connected to.
  
• Bring it back with a twist, and pair it with a cause that matters.
  
• Use scarcity: time limits or limited quantities drive urgency and FOMO.

Essence x Polly Pocket 🎀💄 – A nostalgic brand collaboration designed for today

Essence’s Polly Pocket–inspired collection feels like opening a time capsule from your childhood: mini lip glazes (complete with keyrings), pastel palettes, and packaging that looks like it was made for the ‘gram. It’s more than a throwback — it’s a collaboration that taps deep emotional equity while staying fun, collectible, and affordable.

Why this collaboration worked:

• True nostalgia: It tapped an iconic childhood brand with genuine emotional pull.
  
• Collectibility: Affordable, fun, and made to complete the set.
  
• Shareability: Camera-friendly packaging fueled organic reach.

What you can take away:

Nostalgia isn’t about slapping on a retro logo. It’s about understanding the emotions your audience connects to—and creating something that lets them relive it.

Heels Make Deals Take 👠

• Choose a reference that’s meaningful to your core audience.
  
• Make the product (or experience) collectible or highly giftable.
  
• Lean into packaging and visuals that beg to be photographed.

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Zoom Out: Why These Collabs Worked (and What You Can Steal)

Brand collaborations work when they break boundaries and create something bigger than either brand could alone. Here’s what all four of these had in common:

1. They combined strengths. Each partner brought unique assets—heritage, audience, cultural relevance—that amplified the other.
   
2. They surprised (but made sense). Unexpected pairings work when there’s shared DNA or values.
   
3. They created a moment, not just a product. Experiences, exclusivity, and scarcity drove excitement.
   
4. They expanded reach. Each brand got access to a new audience without diluting its own.
   
5. They had a reason to exist. Whether purpose-driven (Glossier x Magnolia) or pure delight (Rhode x Magnum), these partnerships weren’t just logo swaps.

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Collaborations are one of the fastest ways to build relevance and reach—but only when they’re intentionalYou can see a similar pattern in these emotional branding examples, where the brands that stood out used partnerships and storytelling to create true cultural moments.

The strongest partnerships answer three questions:

• Why this partner?
  
• Why this product or moment?
  
• Why now?

If you can answer all three, you’ve got something worth colliding over. 🙌🏻

But remember: for brand collabs to actually hit, you need to be 100% clear on who you are as a brand - and how you’re consistently showing up in the world.

Without that clarity even the flashiest partnership can fall flat.

At Heels Make Deals, we help brands build that foundation - so every move (solo or partnered) lands with purpose.

Got a vision? We’d love to hear it. 💬