From the chip aisle to the checkout page, brand collaborations are having a moment. They have evolved from fun gimmicks and one-off stunts to strategic, revenue-driving levers that often uplift brand recognition and relevance with more than a dash of inventiveness. And according to new research conducted by the MX8 Labs team, consumers are embracing these collabs with open arms.
From Novelty to Norm: Brand Collabs Are Now Part of the Culture
This fall, Doritos teamed up with Stranger Things for a throwback campaign that felt more like a 1980s variety show than a chip commercial. Featuring David Hasselhoff, ALF, and neon-drenched promotions, it was nostalgia engineered for virality. And it worked. Not just because it was weird or meme-worthy, but because it tapped into the power of shared cultural memory.
Our study confirms that brand collabs have real legs. Nearly 60% of consumers say they notice special edition or co-branded products "often" or "always." That awareness is translating into action.
51% of Consumers Are Excited to Try Them
That's a big number in an era where attention is fractured, and loyalty is fleeting. Among Millennials—arguably the most brand-savvy and social-media-sensitive cohort—68% are excited to try collaborations. For high-income households, that number jumps to 69%.
The takeaway? When done right, brand mashups create both buzz and demand.
What Makes a Collab Click?
Consumers told us the best collaborations feel both natural and valuable. Specifically:
- 51% say collabs work when the brands fit together organically.
- 49% say it's about getting a deal or added value.
- 39% say exclusivity or "limited edition" labels make them more compelling.
Cultural context matters, too. More than half (57%) of consumers say partnerships tied to movies, shows, or sports teams increase their interest in that content, and 77% of Millennials agree.
The Purchase Funnel Is Real—And It's Short
A whopping 68% of consumers say they've bought a co-branded or special edition product. That jumps to 82% among Millennials and a staggering 91% among households earning $150K or more.
Even the words on the packaging matter, with 61% more likely to buy items labeled "limited edition" and 81% regularly purchasing products labeled as "new flavor" or "new style."
So, whether it's a cereal-box crossover or a sneaker drop, the signals work, especially when they suggest something fresh, rare, or fleeting.
Why This Matters
Brand collaborations may look like fun-and-games marketing, but under the hood, they're a strategy for relevance. In a marketplace saturated with choices and sameness, collabs offer a shortcut to differentiation.
Sales aside, a majority (51%) of consumers say collaborations make brands feel more current and culturally in tune. In other words, collabs are a modern litmus test for brand agility.
Want to dig deeper into the numbers and see what's next in the collab economy?
Download the full report now and discover how to design brand mashups that truly stick.