2. French’s x Vans – Mustard Yellow Sneakers
In 2022, French’s, best known for its classic yellow mustard, partnered with Vans to launch mustard-colored sneakers in celebration of National Mustard Day. The shoes were bright, bold, and dripping in fast-food fashion irony.
As part of a broader summer campaign, French’s also released mustard-flavored doughnuts in collaboration with Dough Doughnuts in NYC—yes, mustard doughnuts.
Why it worked:
- The quirky, visual-forward product was Instagram gold.
- French’s maintained relevance with younger, trend-savvy audiences.
- It aligned with a growing trend of food brands entering the fashion scene for buzz.
Also Read : Top 5 Psychological Biases Every Marketer Should Exploit (Ethically)
3. IKEA x LEGO – Buildable Storage Solutions
When IKEA, the DIY furniture giant, and LEGO, the king of creative play, joined forces, the result was surprisingly practical: the BYGGLEK collection—a line of storage boxes that doubled as LEGO-building platforms.
It wasn’t flashy, but it was clever. The product helped kids and parents organize toys in a way that encouraged continued play.
Why it worked:
- Functional meets fun—solving a real pain point for families.
- The brands share a similar design ethos: minimalist, modular, and accessible.
- It created genuine product value, not just hype.
This collab shows that weird brand collaborations don’t always have to be loud to succeed—they just need to make sense to the right audience.
Continue reading… (Coming up: an unexpected blend of beauty and food, and a tech-fueled snack attack.)
