In an era where brands are pushing boundaries, unlikely collaborations are becoming a key strategy to engage new audiences, with food and drink brands unexpectedly making their mark on the fashion industry. One of the standout collaborations of 2024 is the Crocs x Pringles partnership, which has captivated both fans of footwear and snack enthusiasts alike. This quirky union between the iconic footwear company and the beloved snack brand has resulted in a limited-edition collection that sold out almost immediately, reinforcing the power of unexpected brand pairings.
While the Crocs x Pringles collaboration stole headlines, it wasn’t the only food brand stepping into the fashion world. Lipton Ice Tea also made waves by teaming up with streetwear brand Cruel Pancake for a nostalgic 90s-inspired collection, titled ‘That Summer Feeling’. The collection taps into the long-standing cultural connection between Lipton Ice Tea and the summer season, evoking memories of the 90s when the beverage was a fridge staple. The collaboration aims to reintroduce Lipton as a lifestyle brand, aligning it with the younger, Gen Z audience and helping it stay relevant in today’s rapidly changing market.
What sets these collaborations apart is their creative approach to brand identity. Rather than simply slapping logos onto merchandise, the Crocs x Pringles collection and the Lipton x Cruel Pancake apparel bring each brand’s character to life in a fresh, unexpected way. The Crocs x Pringles collection also features Croc Lights, an innovative add-on that brings a tech-savvy glow to the already bold footwear. This fusion of technology and fashion speaks to the modern consumer’s desire for products that are both functional and fun.
As Victoire Binet, global digital marketing director at Pepsi Lipton, pointed out, brand collaborations like these are not just about tapping into nostalgia but also about ensuring cultural relevance. “Today, success is not about how much attention you can buy, but how much attention you can earn,” Binet said. By partnering with a creator-owned streetwear brand, Lipton was able to engage consumers in a way that felt organic and authentic.
Richard Pink, founder of Pink Key Licensing, echoed this sentiment, noting that collaborations like Crocs x Pringles allow brands to reach consumers in a context they don’t expect. “There is considerable value in seeing the brand out of its traditional channel and in association with cool fashion brands. It reinforces the emotional connection with the consumer,” Pink said.
These collaborations exemplify how brands can step outside their usual domain, have fun with their identity, and reach new audiences. As Binet advised, it’s important for brands to be strategic and patient when considering such partnerships, ensuring that the collaboration feels natural and aligned with their core values.
