Not to be dramatic, but it feels like everyone in CPG and packaging has been talking about brand collaborations non-stop. Honestly, it’s getting overwhelming. I understand the whys and the hows, and it makes sense to share a platform and widen an audience’s awareness, but some sincerely don’t make sense.
Yes, there are a few that work really, really well, like the Paris Hilton and Alix Earle collab for Joe and The Juice. And then all the Erewhon smoothies always get all the attention for all the right reasons, from Hailey Bieber to Vacation, and I’m a fan. I also massively love Talea Beer’s constant collabs; their Fishwife one blew me away.
