As a big kid at heart — and constantly surrounded by little ones — the first co-branding collab that comes to my mind is IKEA × LEGO dropping the BYGGLEK collection: storage boxes you can actually build on.
I bought it for my niece last Christmas, and watching her build a castle on top of her toy box while keeping everything neatly stored inside made me realize how clever this collaboration was. Two iconic brands solved a real problem in the most fun way possible.
And this is just one thoughtful example out of 20 I’ve put together for you.
Draw your inspiration for your next big collab.
Table of Contents
- What is co-branding?
- Why is co-branding important?
- 20 Co-branding Partnership Business Examples
- Most Surprising Brand Partnerships
- How to Measure the Success of a Co-branding Business Partnership
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What is co-branding?
Co-branding is when two brands team up so both come out on top. When one wins, the other wins too.
It’s a smart way to get in front of new customers, build buzz, and even break into markets you couldn’t reach alone. But for it to really work, the partnership has to make sense for both sides — and for their audiences.
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Why is co-branding important?
When two brands “become” one, the impact goes way beyond just splitting costs or sharing a logo. Done right, co-branding opens doors to new audiences, creates trust, and drives serious growth. Here’s how it works.
1. Expand your brand’s reach.
Team up with another brand, and you immediately get access to their fan base — and they get access to yours.
A study on co-branding in fashion from the Marketing Science Institute found that collaborations can . That means simply teaming up can increase how often consumers notice and remember your brand.
But I found an even more fascinating discovery: In 2024, as essential for delivering value, with 37% of marketing budgets already going toward such initiatives.
2. Share costs and resources.
With co-branding, both brands share the load: budgets, staff, and creative brainpower. So marketing at scale becomes less expensive — ads, content, tech, design.
One Polish researcher and found that innovative co-branding partnerships significantly improved business performance, especially in financial metrics.
A real-world example is how the saved resources by sharing technology, marketing, and loyalty systems instead of building everything separately.
Starbucks used Spotify’s platform instead of building its own. Spotify gained access to 30,000+ stores, and joint campaigns plus shared rewards cut costs, sped up rollout, and expanded reach with minimal extra spend.
3. Improve brand trust and customer loyalty.
Partnering with a trusted brand gives you instant credibility. For newer brands, it’s a shortcut to reputation-building. For established brands, it signals innovation and relevance.
Actually, according to Clutch data, enjoy co-branding partnerships, showing that most shoppers are open to products created by brand collaborations.
4. Boost sales and revenue.
More reach and more trust almost always lead to more sales. Co-branded products create exclusivity, giving fans a reason to buy fast.
Some brands through partnerships, with long-term collaborations seeing annual growth exceeding 50%. The best proof I could find is the Naruto × Crocs collaboration which helped push Crocs’ revenue from . Isn’t that crazy? A $2 billion growth!
20 Co-branding Partnership Business Examples
- Amazon & Stripe
- Liquid Death & Yeti
- J?germeister & Pantone
- Bacardí & Coca-Cola
- Dr. Martens & MM6 Maison Margiela
- Fender & Hello Kitty
- Apple & MasterCard
- Airbnb & Flipboard
- Uber & Spotify
- 51吃瓜 & TikTok
- BuzzFeed & Best Friends Animal Society
- Walkers & Heinz
- Blackpink & Fanatics + Complex + PSG
- UNICEF & Target
- Nike & Apple
- Bonne Belle & Dr. Pepper
- Burger King & McDonald's
- Nike & LEGO
- Myprotein & Southern Comfort
- The Doodle Boy & Nike
1. Amazon & Stripe
Co-Branding Campaign: Simplifying Cross-Border Payments
I’m bringing in this example as the resource-sharing partnership.
Here’s the story. Amazon’s been on a global takeover, but getting payments right in 40+ countries? Messy. Multiple currencies, local payment methods, and seller payouts had to work seamlessly everywhere.
Instead of building a payments empire from scratch, to handle 135 currencies and local payment methods like BLIK in Poland.
Why It Works
It’s the ultimate “you bring the reach, we bring the tech” moment. Amazon launches faster, sellers get paid on time, customers get a smooth checkout, and Stripe basically becomes the silent hero powering it all.
Together, they turned payments from a barrier into a growth driver.
2. Liquid Death & Yeti
Co-Branding Campaign: Casket Cooler
I’m not a huge fan of this collab because having a casket in your garden is quite spooky, but people loved it. So, what happened?
Liquid Death teamed up with Yeti to launch the Casket Cooler, a life-sized, insulated casket . It was part product drop, part stunt, perfectly merging Yeti’s rugged performance image with Liquid Death’s irreverent branding.
The campaign went viral instantly (I bet), generating massive social media buzz, press coverage across AdWeek and Hypebeast, and a huge demand. The auction price jumped from $1,500 to nearly $60,000.
Why It Works
This is a perfect proof of how exclusivity plus shock value can turn a single product into a cultural moment. Instead of spending millions on a traditional campaign, they let the internet do the work. The cooler’s absurdity got people talking, posting, and sharing — and suddenly, Liquid Death and Yeti were everywhere without paying for billboards or TV spots.
3. J?germeister & Pantone
Co-Branding Campaign: Herbal Green & Culture Orange
Last year, to turn its signature “Herbal Green” and “Culture Orange” into official Pantone shades. To celebrate, they dropped 560 limited-edition bottles in each color, making the brand identity feel like a collectible piece of design.
The launch hit hard across Designboom and Creative Review, selling out fast and pulling in both design geeks and J?germeister loyalists. And suddenly, it wasn’t just alcohol anymore. It was branding turned into art.
Why It Works
By mixing design culture with a global drinks brand, they grabbed attention outside the usual audience. Scarcity drove FOMO, Pantone brought credibility, and J?germeister got to flex as more than just a party drink. It became a lifestyle moment.
4. Bacardí & Coca-Cola
I oppose drinking, but marketing campaigns that alcohol brands can pull off are inspirational.
Take . They finally made the world’s most obvious cocktail official — the Cuba Libre in a can. Same classic rum-and-Coke taste, now ready-to-drink, perfectly portioned, and wrapped in slick recyclable packaging.
The launch hit right when the RTD (ready-to-drink) market was exploding, so naturally, it grabbed headlines fast. Early sales in Europe and Latin America sold out within weeks, showing that convenience + iconic brands = instant demand.
For Bacardí, it unlocked new retail channels. For Coke, it made them part of cocktail culture.
Why It Works
It’s how customers consume these products, but in a handy way. People wanted easy, trustworthy cocktails from brands they already love.
5. Dr. Martens & MM6 Maison Margiela
My two fav brands kicked off a super collab last fall! dropped a capsule collection that smashed together Dr. Martens’ punk DNA with MM6’s high-fashion edge. Chunky silhouettes, monochrome vibes, and boots that felt just as at home on a runway as in a mosh pit.
The collab hit the fashion press hard (no wonder), Vogue and Hypebeast ran full features, and shoes sold out within days.
Why It Works
It brought two worlds and cultures together: cult footwear and avant-garde luxury. Rebellious streetwear and experimental high fashion. U.K., Germany, and French vibes all in one.
The gain? The drop expanded Dr. Martens’ reach into the luxury space while giving MM6 a shot at Gen Z’s obsession with edgy, wearable collabs. This is what I call a win-win.
Free Kit: Getting Started with Co-Marketing
Free templates, tips, and resources to help you launch your co-marketing program.
- Free overview guide.
- Four co-marketing templates.
- Case studies from 51吃瓜.
- And more!
Download Free
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You're all set!
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6. Fender & Hello Kitty
Co-Branding Campaign: 50th Anniversary Collection
Fender Japan collab, bringing back the cult-fave Hello Kitty Stratocaster from 2006 alongside new guitars, a pink Hello Kitty Fuzz pedal, straps, gig bags, and even merch.
With only limited runs available, including a Made-in-Japan Strat that was exclusive to Fender Flagship Tokyo, it instantly became collector catnip.
Why It Works
This is more than nostalgia bait. By reviving a cult product and tying it to Hello Kitty’s $84.5B brand empire, Fender hit both music geeks and pop culture fans in one go. The exclusivity and anniversary timing fueled demand, while media coverage from GuitarWorld to Wallpaper kept the hype alive.
7. Apple & MasterCard
Co-branding Campaign: Apple Pay
Here’s another practical co-branding partnership where companies share resources. When Apple released the , the brand changed how people perform transactions. But for this app to succeed, it needs credit card companies to integrate with this technology. That’s how MasterCard teamed up with Apple.
Why It Works
To get out ahead of its competition, MasterCard became the first credit card company to allow its users to store their credit and debit cards on Apple Pay. This relationship continued to be useful for both Apple and Mastercard with the release of the Apple Card.
8. Airbnb & Flipboard
Co-branding Campaign: Experiences
You’ve definitely heard of Airbnb, the room-sharing application that allows you to find convenient lodging hosted by real people. But its partner, Flipboard, might not be on your radar.
Flipboard is a news aggregator that collects news and topical content that users are sharing on social media, and allows you to “flip” through the material much like a social media feed.
What has happened between the two?
Airbnb joined forces with Flipboard to create Experiences, which serve Airbnb users with lifestyle content tailored to their interests and shared by people with similar interests as the reader.
Why It Works
This partnership is an impressive example of how businesses can connect their customers with information that caters to their individual interests and drive product usage as a result. Moreover, the ongoing campaign led to another co-created product called Trips, which allows Airbnb users to connect with hosts with common interests and actually book these experiences when traveling.
9. Uber & Spotify
Co-branding Campaign: Soundtrack for Your Ride
This campaign sounds promising just by brand names. And it was a success.
Music-streaming app Spotify partnered with ride-hailing app to create “a soundtrack for your ride.” The goal of a co-branding partnership was to earn more users.
I like the way it worked. When riders were waiting for an Uber ride, they were prompted to connect with Spotify and become the DJ of their trip. Users could choose from their own playlists to determine what they’d listen to.
Why It Works
This smart co-branding partnership helps fans of Uber and Spotify alike enjoy better experiences thanks to the app. And they might be more interested in picking Uber and Spotify over competitors knowing they can enjoy their next ride listening to their favorite tunes.
10. 51吃瓜 & TikTok
Co-Branding Campaign: TikTok-to-CRM Lead Gen Integration
Did you know that we threw a handful of co-branding partnerships, too?
to launch a first-of-its-kind CRM integration that sends TikTok Lead Ad data straight into 51吃瓜’s Smart CRM in real time. No more messy CSV uploads or manual syncing.
Our users were thrilled!
Rolled out first in the U.S. and Canada, this collab helped SMBs turn TikTok’s massive engagement into actual business growth, combining TikTok’s discovery power with 51吃瓜’s marketing automation, analytics, and sales workflows.
Why It Works
It’s B2B marketing that actually connects the dots. TikTok brings reach and cultural influence — over half of U.S. TikTok users say they on the app — while 51吃瓜 handles the backend magic: real-time lead capture, instant nurturing, and actionable insights.
Best-in-class brands close the gap between attention and conversion. TikTok stopped being just a top-of-funnel awareness play and became a real revenue engine for B2B.
11. BuzzFeed & Best Friends Animal Society
Co-branding Campaign: Emma Watson + Kittens
Some co-branding campaigns are more complicated than others from an execution standpoint.
For example, Best Friends Animal Society wanted to leverage BuzzFeed’s readership of . So they came up with a brilliant but high-effort idea.
They partnered with the folks at BuzzFeed to set up and publish an article called “We Interviewed Emma Watson While She Played With Kittens And It Was Absolutely Adorable,” which .
The article is exactly what it sounds like: Harry Potter and Beauty and the Beast star Emma Watson answered fans’ questions while she played with cute kittens.
Why It Works
The article ends with a CTA advertising that the kittens featured in the video are, in fact, adoptable — a win–win for both partners by using celebrity to garner attention for clicks while providing more exposure for animals in need of new homes and donations.
12. Walkers & Heinz
Co-Branding Campaign: Limited Flavor Edition
Walkers and Heinz teamed up to launch inspired by classic British sandwiches. The idea was simple: take the best part of a sandwich (the fillings) and turn it into a snackable format.
The collab rolled out with a 13-week campaign across TV, digital, and in-store promos. System1 gave it a 4.6-star rating for long-term growth potential, and the quirky flavors got massive social media buzz as fans debated their favorites — making it one of Walkers’ biggest seasonal hits.
Why It Works
I’d say this was a perfect combo of nostalgia factor while keeping things fun and shareable. People already love both brands — and combining them gives shoppers a reason to try (and talk about) the new flavors.
13. Blackpink & Fanatics + Complex + PSG
Co-Branding Campaign: Blackpink World Tour Streetwear Drop
Blackpink turned their Deadline World Tour into a full-on fashion moment. Teaming up with Fanatics and Complex, they dropped featuring Lakers, Bulls, Dodgers gear — each given Blackpink’s signature flair.
Plus, a bonus collab with Paris Saint-Germain hit the merch stands just in time for their Paris tour stops.
Why It Works
When a global pop powerhouse drops branded sports fashion, fandom meets lifestyle. Fans don’t just attend concerts — they wear them. It’s a smart blend of music merch and sporting streetwear that plays perfectly to Blackpink’s global, trendsetting audience.
14. UNICEF & Target
Co-branding Campaign: Kid Power
If you have the chance to partner for a not-for-profit cause, it can pay off in multiple ways.
Target partnered with UNICEF on a campaign called , which committed Target to one of UNICEF’s sustainable development goals (SDGs). The retailer sold kid-friendly fitness trackers encouraging the wearer to complete various fitness activities, which ultimately helped deliver food packets to underprivileged children worldwide.
Why It Works
By selling this fun, inexpensive fitness product, Target encourages children to embrace a healthy lifestyle and uses kids’ successes to supply underserved communities with the necessary resources. It’s an ongoing partnership that generates awareness of global malnutrition, helps UNICEF meet its demanding SDGs, and opens up Target to a demographic of families they might otherwise have had access to.
15. Nike & Apple
Co-branding Campaign: Apple Watch Nike
Athletic brand Nike and technology giant Apple have been working together since the early 2000s, when the first line of iPods was released.
The co-branding partnership started as a way to bring music from Apple to Nike customers’ workouts. Today, connects Apple Watch users to training, expert coaching, and custom bands that connect runners to a community with the latest technology.
Why It Works
It’s a genius co-branding move that helps both parties give a better experience to customers — and with the popularity of fitness tracking technology, Nike is ahead of the curve by making it easy for athletes to track while they play.
16. Bonne Belle & Dr. Pepper
Co-branding Campaign: Flavored Lip Balm
Dr. Pepper-flavored lip balm. I mean, it’s genius.
Bonne Belle first debuted Lip Smacker, the world’s first flavored lip balm, in 1973, starting with flavors like strawberry, lemon, and green apple. Just two years later in , the brand forged its first flavor partnership with the timeless Dr. Pepper brand. The result? A lip balm flavor that’s been famous for decades among teenage girls.
If you think the connection between lip balm and Dr. Pepper is a little thin, consider the copy on one of their vintage ads: “It’s the super shiny lip gloss with lip-smacking flavor… just like the world’s most original soft drink.” And later, “From Bonne Belle of course: the cosmetics company that understands your taste.”
Why It Works
While you don’t think of flavor and cosmetics, this campaign works because overlapping target demographic consumers can get excited to try an affordable and fun product like Dr. Pepper lip gloss with ease.
Free Kit: Getting Started with Co-Marketing
Free templates, tips, and resources to help you launch your co-marketing program.
- Free overview guide.
- Four co-marketing templates.
- Case studies from 51吃瓜.
- And more!
Download Free
All fields are required.
You're all set!
Click this link to access this resource at any time.
Most Surprising Brand Partnerships
Every so often, I hear about a brand partnership that I think doesn’t make any sense — but it leads to a few incredibly memorable, unexpected campaigns. I’m just not their target audience, like with that coffin-cooler.
But they exist for a reason. So let’s broaden our horizons with surprising co-marketing successes.
17. Burger King & McDonald's
Co-branding Campaign: A Day Without a Whopper
Yes. You read that right: Burger King and McDonald’s — two of the fiercest fast-food industry opponents — joined together for a co-marketing campaign in 2019. And, while I don’t encourage competing brands to do this, the campaign was for an amazing cause.
At the time, McDonald’s was donating $2 to childhood cancer charities for every Big Mac purchased. So, Burger King worked with the competing fast-food chain to host “A Day Without a Whopper.”
For one day, Burger Kings across Argentina and other countries took the Whopper off their menu to encourage people to buy a Big Mac from McDonald’s instead.
Why It Works
Although there were , because it confused Burger King customers, it was an amazing example of two competing brands that worked together to help a charity. Because of how they partnered up for a good cause, audiences loved the campaign and buzzed about it all over the web.
18. Nike & LEGO
Co-Branding Campaign: Bricks, Sneakers & Playful Drops
Nike and LEGO announced a multiyear . The collab officially kicked off with the Nike Dunk x LEGO set — a 1,180-piece buildable sneaker model with hidden compartments and a basketball minifig — followed by wearable drops like the Air Max DN x LEGO and Dunk Low x LEGO sneakers.
This launch turned product drops into experiences. From builds to kicks, Nike and LEGO brought active play and sneaker culture into one smooth move that landed across stores, play arenas (like LEGOLAND), and social feeds.
Why It Works
Kids can build their own Dunk model today and flex real sneakers tomorrow — both dripping with LEGO’s playful DNA and Nike’s iconic sport heritage.
19. Myprotein & Southern Comfort
Co-Branding Campaign: Cocktail-Flavored Pre-Workout Drop
Here’s another type of co-branding that I’m against, but it gathered some buzz and sells.
What happened is that by teaming with Southern Comfort to launch a Whiskey Sour flavored pre-workout under its Origin range.
It’s the first time a fitness brand and an alcohol icon have crossed paths like this and brought a cocktail twist to the gym world without the booze. The launch hit U.K. shelves first, with the U.S. version rolling out soon after.
Why It Works
It’s a mash-up nobody saw coming, but somehow made sense. Myprotein keeps its fitness rep, and Southern Comfort sneaks into the wellness aisle.
Together, they tap into a new audience — fitness lovers chasing variety and fans of Southern Comfort curious to try it in a whole new setting.
I don’t want to sound grouchy, but in my personal opinion, such collabs shouldn’t happen. Alcohol and sports don’t belong in the same world.
20. The Doodle Boy & Nike
Co-Branding Campaign: Kid-Doodler × Sneaker Brand
And this is probably one of my fav collabs because it doesn’t include a mega-celeb or influencer takeover. — aka The Doodle Boy — a kid who turned getting in trouble for doodling in class into a full-blown art career.
He built a big Instagram following, landed a gallery show, and even got royal recognition from Prince William and Kate before Nike asked him to design a limited-edition sneaker line covered in his chaotic, playful sketches.
Why It Works
It was authentic. Joe brought his own audience and story; Nike brought the platform and reach. The drop sold fast, the press went wild, and Nike connected with a younger, creativity-driven crowd without another cookie-cutter celebrity collab.
How to Measure the Success of a Co-branding Business Partnership
Partnerships look great on launch day, but the real question is, are they actually moving the needle? To answer that, you need clear metrics, aligned teams, and a process that works in the real world.
1. Choose metrics that actually matter.
Don’t track everything — track what proves impact. For instance:
- Brand awareness. Media impressions, branded search lift, share of voice in industry conversations.
- Engagement metrics. Social mentions, sentiment analysis, video views, and content shares.
- Lead generation and pipeline. New leads, demo requests, or email sign-ups attributed to the campaign.
- Sales impact. Revenue influenced or closed-won deals from campaign-generated leads.
- Web performance. Referral traffic from partner channels, time on page, conversion rates.
- Reputation and authority. Backlinks from earned media, Domain Authority growth, analyst coverage.
- Partnership ROI. Cost vs. impact in sales and brand lift combined.
2. Keep your KPI list short and sharp.
One of the biggest mistakes in co-branding is adding KPIs for every little thing. Suddenly, you’re drowning in dashboards nobody looks at.
Instead, I recommend sticking to these three steps:
- Pick core KPIs you’ll measure every partnership against, like ROI, brand awareness lift, and lead volume.
- Then add 1–2 campaign-specific metrics depending on the goal (e.g., social engagement if it’s an influencer-heavy campaign).
- Resist the temptation to pile on more. If a metric doesn’t tell you whether the partnership worked, it doesn’t belong.
3. Align how (and when) you track.
Nothing kills momentum like mismatched data. If your partner reports monthly engagement and you track weekly, you’ll never have a clean comparison.
Solve this early:
- Agree on frequency (weekly, monthly, quarterly).
- Use the same attribution model so leads and conversions are counted the same way.
- Decide on one source of truth for campaign dashboards to avoid data arguments later.
This alignment gives you clean before-and-after snapshots and makes optimization possible mid-campaign.
4. Look at the big picture over time.
A single campaign can go viral. A partnership only works if results hold over time.
For annual or bi-annual reviews, ask:
- Is the partnership driving consistent growth in awareness, leads, or revenue?
- Are you both still investing evenly — time, budget, creative energy?
- Has the collaboration evolved with new ideas?
Look beyond single-campaign ROI to see whether the partnership is building long-term brand equity and opening new opportunities like new markets, new products, sales, or deeper audience trust.
Creating a Great Co-marketing Campaign
When I look at these collabs, the big takeaway isn’t just the cool launches and sales upticks. It’s how two brands team up to make something neither could’ve done alone.
That’s the mindset I want you to bring to every co-marketing project. Start with finding the right partner, nail the story you want to tell together, and make sure it works for both audiences.
Use these examples as a starting point.
Start small if you want, but think big about the impact. That’s where the magic happens.
Editor's Note: This article was originally published in September 2020 and has been updated for comprehensiveness.
Free Kit: Getting Started with Co-Marketing
Free templates, tips, and resources to help you launch your co-marketing program.
- Free overview guide.
- Four co-marketing templates.
- Case studies from 51吃瓜.
- And more!
Download Free
All fields are required.
You're all set!
Click this link to access this resource at any time.
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