Brand partnerships today are as complex—and exciting—as personal relationships. Some are quick sparks meant to capture a moment, while others are built to last.
At 8 TH Day we’ve spent over six years helping brands find their perfect match. From short-term collaborations to deep, lasting alliances, we’ve seen that each partnership has a unique chemistry. Like relationships, successful partnerships align on values, goals, and commitment levels—qualities that make all the difference.
Thinking of brand partnerships as relationships has given us powerful insights into why some thrive, and others fall flat. Here’s a breakdown of what we’ve learned, so you can find the right relationship for your brand.
Flings: The “Situationships” of Brand Partnerships
These are the whirlwind romances of the brand world—short-term, exciting, and here to capture a moment. Just like a fling, they’re based on timing and chemistry but aren’t built to last. Think of these as “situationships” where brands come together for a single season, event, or trend, giving each other a short-lived but memorable boost.
Surprise Pairings: Liquid Death x E.L.F.
The unexpected goth-inspired ‘Corpse Paint’ make-up sold out in 45 minutes, blending the edgy aesthetics of both in the products and satirical ad campaign.
Connecting to community: adidas x Ravi’s Restaurant
adidas and Ravi's Restaurant celebrated Dubai’s iconic Pakistani restaurant, Ravi’s, with a limited-edition sneaker inspired by the eatery. This unexpected pairing honoured local culture while drawing attention to both brands in a fresh, memorable way.
Cultural Sparks: Johnnie Walker x White Walker
Tapping into the Game of Thrones final season. The product became a hit with its armour-clad iconic striding man and thermochromic ink revealing the phrase ‘Winter is here’, when chilled.
Why Flings Work
They create excitement, broaden the reach for a short while, and are easy to walk away from when the moment fades. But like any fling, they’re not for everyone.
Dating: The “Testing the Waters” Stage
This is where brands come together to test if it’s a good fit, without full commitment. Here they are bringing their consumers closer and seeing if they can enhance each other’s offerings. Think of it as real-life dating, where each brand offers something that enriches the other’s but they’re still discovering if it’s a long-term fit. If it works and they find a steady rhythm that’s mutually beneficial, they will continue to share needs without a huge commitment.
Spending Time Together: McDonald's x Krispy Kreme
Testing fresh donuts at McDonald's to enhance breakfast and all-day menu offerings with sweet treats and expand Krispy Kreme’s reach without the need to invest in new retail locations. They’ve created a mutually beneficial relationship that enhances customer experience.
Enjoying Shared Interests: Starbucks x Spotify
A music collaboration that makes sense for coffee drinkers, enhancing both the coffeehouse vibe and Spotify's brand presence by offering in-store playlists on the Starbucks Mobile App so people can enjoy the same music both inside and outside stores.
Trying Out Cohabitation: Marks & Spencer x Ocado
After breaking up with Waitrose, Ocado paired up with M&S to provide its customers with access to M&S food alongside their own offering. While M&S gained access to Ocado’s advanced delivery infrastructure. Ocado Retail recently reported a 15.5% increase in sale for the latest quarter.
Why Dating Works
It’s a flexible partnership that’s mutually beneficial, allowing both brands to experiment together with less risk, keeping the door open for future collaboration or choosing to part ways if it’s not right.
Marriage: The Long-Term Commitment
These partnerships are the real deal—a committed relationship where each brand brings something unique, creating something together they couldn’t do alone. Like a marriage, it’s a big commitment and requires a shared vision and lots of trust, but the reward is something truly unique and enduring. Here brand values have to truly align.
Creating Together: IKEA x Sonos
Merging IKEA’s affordable, stylish furniture with Sonos’s high-quality audio technology to design sound-integrated furniture that’s both stylish and functional. It enhances the home experience in ways that neither brand could achieve alone, allowing new customers to access seamless audio solutions.
Shared Vision: Apple x Hermès
Combining Apple’s cutting-edge tech with Hermès’ luxury craftsmanship, resulting in a watch that’s both functional and beautifully designed.
Why Marriage Works
It’s a powerful, lasting union. These require alignment and more effort, but when they work, they create something totally unique that both brands—and their customers—value deeply.
Takeaway: Find the Relationship That’s Right for Your Brand
Thinking of brand partnerships in relationship terms can help you make better choices, set clear boundaries, and foster meaningful connections with other brands—and with your customers.
- Define Your Goals
Are you seeking a quick buzz partnership or a steady, mutual partnership to enhance each other’s strengths, or a deeply integrated, long-term alliance? Clarify your objectives and understand the unique benefits and challenges of each type. - Check Your Alignment
Do both brands share a common vision, values, and audience appeal? Are both brands ready to fully support the level of collaboration you’re pursuing, whether it’s short-term excitement or a more sustained commitment? - Assess Consumer Fit
Does this partnership make sense to your core audience? Will it attract new customers without alienating your current base? Think about how well your consumer demographics and brand personas align and if this relationship will resonate with them authentically. - Tell a Compelling Story
How will you communicate the “why” behind this partnership? Ensure you have a clear, engaging story that highlights what makes this collaboration special and what it delivers to your consumers. Make them feel the value.
Whether you’re ready for a fling or seeking a lifelong match, choosing the right brand partnership can open new doors and fuel meaningful growth. At 8TH Day, we help brands find their perfect fit. If you’re considering a partnership, let’s talk about how we can help you make the most of it—whatever relationship stage is right for you.
