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In 2024, the world of brand partnerships has been full of surprises with collaborations cropping up that are as unexpected as they are exciting. From the viral Michael Cera x CeraVe ad that charmed Super Bowl viewers with its weirdly hilarious humor to major cross-industry collaborations that are redefining the market, these pairings are capturing consumer imaginations and leaving them hungry for more.
Whether it’s luxury fashion merging with household names or B2B alliances that push the boundaries of industry norms, these partnerships aren’t just about products; they’re about pushing boundaries, making a statement, and proving that when brands think outside the box, the results can be truly unforgettable. Read on to dive into our roundup of this year’s most buzzworthy brand collaborations.
Heinz x Absolut
Partnership Details
Last year, Heinz and Absolut Vodka took the UK by storm with their unexpected yet genius pairing: the Heinz x Absolut Tomato Vodka Pasta Sauce. Inspired by supermodel Gigi Hadid’s viral TikTok pasta alla vodka recipe from 2020 and initially launched as a limited-edition product, it sold out in just four days. Now, due to unprecedented demand, the standout example of how brands can leverage viral trends and social media to create buzzworthy products is back online (and in stores for Brits).
We’re determined to continue innovating and delighting consumers with delicious flavors, at the speed of social media trends.
– Caio Fontenele, New Ventures Director, UK and Ireland
Why it’s Best-in-Class
Perfectly capturing the zeitgeist of social media-driven food trends, the sauce made for a rich, creamy flavor profile that quickly became a must-have on TikTok and beyond. And where content is concerned, Absolut’s landing page provides some background on the partnership, as well as drink and dish recipes, campaign imagery, and helpful FAQs — a few of which are zingers. Now, with its return to UK supermarkets, this collaboration has shown that when you mix creativity with collaboration and quality ingredients, the result can be pure magic.
Persil x Christian Siriano
Partnership Details
Similarly, Persil made waves on TikTok this summer by partnering with fashion powerhouse Christian Siriano for a fun and innovative campaign. The duo launched a 24-Hour Wardrobe Refresh Hotline, where users could dial in live for style advice, fabric care tips, and outfit inspiration from Siriano himself.
Streaming on Persil’s TikTok account, the event was designed to help people embrace outfit repetition (i.e. re-wearing and re-styling favorite pieces) while showcasing how Persil’s premium detergent keeps clothes looking vibrant and fresh after every wash.
And for Siriano, the partnership just made sense. “There’s so many people out there that want to know what to do with their clothes and so many people are conscious of not over-buying and buying the right things,” he said. “I get those questions all the time from clients.”
Why it’s Best-in-Class
This exciting event wasn’t just about laundry. It was an engaging, interactive, full-on fashion experience, complete with surprise appearances from other influencers over the course of the stream.
By linking up with a designer known for his bold and creative styles, Persil positioned itself as the go-to detergent for fashion-savvy consumers who want to look their best while being eco-conscious.
It’s a perfect fit for their new brand identity, which focuses on fabric care to ensure clothes last longer and look better.
“For us, this wasn’t necessarily about driving immediate sales,” said Matthew Kutnick, Marketing Director of Persil. “This was about really breaking through with the message that our laundry detergent keeps your clothes looking newer for longer.”
We wanted to highlight Persil as ‘the official detergent of outfit repeating,’ but in a way that was engaging for consumers and really provided them with a service — to be able to call in and get tips and tricks to extend their wardrobe.
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Palo Alto Networks x Keanu Reeves
Partnership Details
Another bold move came from Palo Alto Networks this year when they joined forces with none other than Keanu Reeves for a larger-than-life B2B campaign called “This is Precision AI.” Known for his iconic roles in action-packed movies like The Matrix and John Wick, Reeves brought his famously cool, calm, collected persona to the collab, promoting the company’s advanced cybersecurity solutions in the face of counterattacks.
‘B2B’ doesn’t mean ‘business-to-boring.’ It’s cybersecurity — how cool can you make it?
– Unnikrishnan KP, Chief Marketing Officer at Palo Alto Networks
Why it’s Best-in-Class
“A couple of key things that we’re trying to do in marketing is really look at how do we change the typical technical nuts and bolts conversation — which we still need to have,” KP explains, “but also make it more creative and enticing to people, to really connect with us.”
Focused on blending Hollywood flair with the seriousness of cybersecurity, the spot succeeds in making a typically complex topic much more engaging and accessible. And choosing an A-list actor like Reeves’ adds a touch of star power that positions Palo Alto Networks as a leader in tech as well as creative marketing.
e.l.f. x Liquid Death
Partnership Details
In one of this year’s most unexpected beauty collaborations, e.l.f. Cosmetics teamed up with canned water brand Liquid Death to create a limited edition make-up collection known as the Corpse Paint Vault. Packaged in a coffin-shaped box and inspired by the intense aesthetics of heavy metal, the sell-out set featured products designed to help fans achieve the ultimate metal corpse look — making for a vibe that perfectly matches Liquid Death’s irreverent brand image.
The collaborations provide a great new space to bring in satire and parody, reach people and bring some humor to a category that we don’t actively participate in.
– Andy Pearson, Vice President of Creative at Liquid Death
Why it’s Best-in-Class
Seamlessly blending two unrelated industries into one exciting product, the Corpse Paint Vault aligned with the core values of both brands while also tapping into a growing trend around unconventional beauty and self-expression. “For a lot of the brands we work with, they get to open up and expand what they would typically do,” Pearson told Marketing Dive.
“In the middle of the Venn diagram, there’s usually a really interesting, hilarious opportunity. There tends to be a ‘right’ answer… When we talked to [e.l.f.], we very quickly came up with [the corpse paint] idea, because that’s what these two brands would get together to do.”
For us, we get to go into somewhere where we wouldn’t normally be and inject our form of Liquid Death chaos into whatever corner of pop culture where the brand or celebrity exists.
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Autodesk x Olympics
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Partnership Details
Named the official Design and Make Platform for the LA28 Olympic and Paralympic Games, Autodesk’s partnership is all about sustainability and innovation. The goal? To host the 2028 Games in Los Angeles without constructing any new permanent venues. Instead, Autodesk’s cutting-edge software will be used to retrofit and adapt over 40 existing venues across Southern California, including the iconic LA Memorial Coliseum.
“Over the next four years, LA28 is going to leverage Autodesk software across every industry we serve, whether it’s architecture, engineering, construction, operations, design and manufacturing or media and entertainment,” says CMO Dara Treseder. “For LA28 to achieve its objectives, it has to work with powerful, dynamic technology, which Autodesk will be providing.”
This is really only the beginning of what will be four years of business and storytelling opportunities.
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Why it’s Best-in-Class
This collaboration goes beyond just creating spaces for the Games — it’s about setting a new standard for sustainable event planning. Autodesk’s Building Information Modeling (BIM) tools will help streamline the design process, reduce costs, and minimize the carbon footprint by focusing on reusing and repurposing existing structures.
“Because of the strategic nature, this is not just a regular partnership, where you throw a logo on there and you do some ads,” Treseder says. “There’s a deep strategic connection,” and by blending advanced technology with a strong commitment to sustainability, the partnership is poised to leave a lasting positive impact on both the Games and the city of Los Angeles at large.
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