Haribo – Harry Potter
In 2024, Haribo launched a magical license—Haribo x Harry Potter, a partnership between two globally strong brands across all age groups. As the world’s leading fruit gum brand, Haribo has translated the main characters as well as typical elements and flavors from the Harry Potter world into custom-made fruit gum with three limited editions: Harry, Ron, and Hermione. Whether it’s a glass of butterbeer, the golden snitch, or the sorting hat, many elements were used to spread magic. In addition to placement in all major food retail channels, a big social media and streaming campaign reaching nearly one million people. There were also poster campaigns at railway stations, helping to ensure a massive presence in 2024.
Krispy Kreme – Hello Kitty
Krispy Kreme’s collaboration with Pacific Licensing Studio and Sanrio Southeast Asia for the Hello Kitty 50th anniversary doughnuts featured six delightful variants, each in festive packaging that captured the essence of Sanrio characters. With 111 stores nationwide, an average of two dozen per variant per day were sold, totaling 51,567 dozen from June 22 to September 15, 2024. The campaign was boosted by influencer collaborations and creative on-ground activations. Social media ads across Facebook, TikTok, YouTube, and Instagram achieved an impressive 1.6% engagement rate, above the industry average. Organic posts and user-generated content further amplified the buzz. Out-of-home advertising, including static and LED billboards in key Philippine cities, complemented digital efforts. The campaign achieved a remarkable 20,015% ROI in social media, highlighting the effectiveness of a well-coordinated media plan and making this partnership a resounding success.
The Hershey Company – Shaquille O’Neal
Shaquille O’Neal has done it all—he is a four-time NBA champion, Hall of Famer, Emmy Award-winning sports analyst, movie star, podcaster, DJ, doctoral recipient, philanthropist, and entrepreneur. What else can he possibly do? He can partner with The Hershey Company to launch his very own line of gummy candy, SHAQ-A-LICIOUS XL Gummies! And that’s just what the Hershey Company did when it launched at U.S. retailers in August 2024. These are some of the most delicious, over-the-top, and undeniably fun gummies that bring to life Shaquille’s big personality in an extra large bite! This first generation of gummy candy includes the originals in the shape of Shaquille’s face and the sours, which are in shapes representing some of the Shaquille nicknames (Diesel, The Big Cactus, and The Big Shamrock).
Ladurée – Bridgerton
Famed for lovers’ intrigues and majestic backdrops, Maison Ladurée partnered with Netflix for a unique collaboration that plays on the elegant high society standing it has enjoyed since 1862. The Ladurée x Bridgerton offers two limited-edition macarons and a diamond-shaped, ribbon-tied macaron gift box representing the theme of everlasting love that runs throughout the hit show as well as an exclusive afternoon tea available at Ladurée. The collaboration was integrated into season three, illustrating the true authenticity of the partnership. The partnership was further supported with an innovative digital and social campaign reaching more than 50 million impressions worldwide.
OREO – Star Wars
Star Wars fans were in for a treat when OREO launched the first-ever blind pack with Star Wars OREO, including the most cookie designs in the product’s history and resulting in the highest performing OREO collab program of all time. Urging fans to reveal whether they unwrapped a red “dark side” or blue “light side” pack, the program delivered a unique experience with powerful creative, including custom pack art featuring 15 one-of-a-kind characters hand illustrated by famed Star Wars artist Greg Hildebrandt. Fans bought into the program big, chasing their preferred side and posting about it. After 10 weeks in market, the Star Wars OREO cemented itself as one of the company’s most legendary programs ever with over five billion impressions and over 21,000 POS displays across mass, grocery, and convenience, driving a double-digit increase in YOY sales.
Parton Family Cellars & Accolade Wines – Dolly Parton (IMG)
Across the globe, consumers are falling in love with Dolly Wines as bottles are flying off shelves and into the hearts and hands of Dolly Parton fans and wine lovers alike. Global superstar Dolly Parton’s newly launched Dolly Wines and its widely celebrated varietals were produced in collaboration with Parton Family Cellars and Accolade Wines, one of the world’s largest wine companies. The debut collection features five distinct varietals, including chardonnay, rosé, prosecco, sparkling wine, and pinot noir. Crafted with Dolly’s signature charm and attention to detail, each wine is designed to reflect her vibrant personality and Southern roots. Since its release, Dolly Wines has become a global sensation, earning widespread acclaim and expanding its presence worldwide with over 56,000 cases sold in less than three months of launch. The Dolly Wines chardonnay received an impressive 93 point rating and was named a “Best Buy” by Wine Enthusiast—a notable and rare occurrence high score for a celebrity wine.
