This week, Steph from Cue Marketing and Ben from Human Digital dive headfirst into one of marketing’s most fun playgrounds: brand collaborations. From Balenciaga x Scholl (yes, the bunion shoe brand) to Four Square x Sawmill’s summer IPA, to why Barbie basically owned 2023, this episode hits everything from FMCG smashes to luxury chaos. If you love collabs, hate collabs, or have trauma from the Steinlager abstinence ring — you’re in the right place. What You’ll Learn in This Episode What Makes a Brand Collab Actually Work Where the magic happens: overlapping audiences, shared brand DNA, and the almighty Venn diagram. The Difference Between a Smart Collab and a “WTF Who Approved This?” Moment Featuring Yeezy, misaligned fashion chains, and the infamous Steinlager Abstain Ring. Case Studies: FMCG Collabs That Won (and Why) Whittaker’s, Oreo, Dubai chocolate, parrot-dog beer, and the psychology behind summer positioning. Fashion Collabs – Why Target x Missoni Was Genius & Target x Neiman Marcus… Wasn’t Luxury meets mass market — but only when the stars (and customers) actually align. B2B Collabs You Probably Never Considered How B2B brands can collaborate without looking like they’re trying too hard. The Hidden Work Behind Collabs Packaging. R&D. Shelf life. Supply chain. Timelines. The realities that make (or break) collab dreams. Bonus Nuggets Steph’s thrifted sequin era makes a strong reappearance. Dubai-style pistachio chocolate blows the Gen Alpha mind (and their budgets). Biscoff: still the reigning king of TikTok-induced flavour chaos. Balenciaga’s Frankenshoe: fashion? stunt? cry for help? unclear. Why airlines + craft beer = collab gold. “If you don’t plan it properly, you’ll end up with a warehouse full of abstinence rings.” Why Listen? This episode is a masterclass in how brand collaborations really work — the strategy, the upside, the risks, and the “oh God pull the plug” moments only marketers truly understand. Whether you’re plotting your next FMCG limited edition, launching a B2B partnership, or pitching a bold cross-category stunt, Steph and Ben break down what makes collabs fly… or crash spectacularly. It’s packed with real examples, sharp opinions, and delicious marketing gossip from two people who have lived it, judged it, and occasionally bought it at Four Square.

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related