📳 DoorDash, Müller, Kiehl's, Beats
PULSE/2: A selection of collabs we've spotted in the wild
Welcome to CO/SIGNALS[PULSE] - In this quickfire series, we highlight collabs we’ve come across, to keep you on the pulse of brand and media partnerships.
Doordash x 50 Cent
DoorDash, the US food delivery service, partners with 50 Cent, in a series of humorous ads playing into his love of ‘beef’. Nice.
This is what long-tail celeb relevance looks like in the creator era. By actively engaging and remixing his persona, he’s enabled ‘troll’ behaviour and ‘beef’ from rap mythology (both often controversial) to work as brand-safe comedy and commercial storytelling.
Celebs who endure are the ones who treat identity like intellectual property. Someone really needs to write a book on 50’s career - this new era as a social media personality meets TV mogul needs to be studied.
Müller x Art Attack x Ladbible
Müller, the yogurt brand, partners with Ladbible to bring back the UK 90s childhood classic, Art Attack.
This is nostalgia marketing evolved - not just referencing it superficially but actively rebooting it by reconstructing the original experience, with modern distribution.
Smart play using a retro IP to relaunch a retro flavour. See more here.
Kiehl’s x Ikon Pass
Kiehl’s Skincare has partnered with Ikon Pass - the US multi-resort ski season pass - launching a range of pop-ups with a variety of North American resorts.
Whether it’s for access, perks, or loyalty, travel programs are becoming valuable media entities, unlocking scale and access to key audiences.
Beats By Dre x IShowSpeed
Beats By Dre has partnered with arguably the biggest creator on the planet, IShowSpeed.
Interesting tension between the retro kung-fu aesthetic (likely need to be 30+ to really appreciate) and the talent’s audience (kids/teens today?) - but as the most well known face on Youtube, we think it works.