Marketing Currents - Business and Marketing Current Events

The best (and worst) brand collaborations of 2023


In 2023, brand collabs were inescapable. While some made sense conceptually, others have truly haunted us since we first laid eyes on them…here’s looking at you, Velveeta martini. We can’t believe that was last year; where does the time go?

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Discussion Questions:

  1. What is a brand?
  2. What is a brand collaboration?
  3. Why would two brands collaborate for a marketing effort?
  4. Why is it important for both brands in a collaborative effort to benefit?
  5. What is an industry trend?
  6. Why do you think brand collaborations are such a popular marketing trend?
  7. Van Leeuwen, and ice cream brand, collaborated with two different brands last year. Which brands were they?
  8. Crocs collaborated with McDonald’s in 2023. What product did they offer? How do you think each brand benefited from the collaboration?
  9. Which two brands collaborated to offer people a chance to live in a can in a national park last summer? Why did they do that?
  10. Of the collaborations listed in this news story, which was your favorite and why?
  11. Which was your least favorite? Why?
  12. What two brands would you like to see collaborate in 2024? How would each brand benefit from the collaboration?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.