5 unexpected brand collaborations we loved in 2024

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Collaborations are a great way for brands to spice things up with consumers and get people talking.

From snack brand OREO teaming up with Coca-Cola for the most mind-boggling treat, to adidas partnering with Ya Kun Kaya Toast to bring Singaporeans a new taste of home, quirky collaborations have only gotten more interesting and innovative especially in 2024.

Below are some of the most unexpected brand collaborations that made the internet go ‘wow’ this year.

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Le Creuset and Pokémon

Le Creuset partnered Pokémon in June this year for a special collection of Pokémon-inspired kitchenware, including cast iron and stoneware in selected countries and regions.

The cookware company aimed to leverage Pokémon’s universal appeal by combining it with new designs to create unique, yet practical, kitchenware.

Many exclusive items part of the collection had a direct reference to the iconic Poké balls, known for being tools to catch and contain Pokémon.

Among those items are the Pokémon rice pot and the Pokémon Marmite, both pots featuring Poké ball motifs, with the latter adorning line art depicting 23 Pokémon and 4 types of Poké balls, complemented by a radiant iridescent knob.

The Pokémon collection was designed to help families with small children and those who are new to enameled cast iron enjoy cooking. Le Creuset said it hoped the kitchenware would also help children in food education, and starting conversations during meals as it combines functionality with the world view of Pokémon.

Read more here.

2. OREO and Coca-Cola

Coca-Cola and snack brand OREO teamed up in August as "besties" to unveil exclusive treats for fans to share with their besties for a limited time.

Inspired by "besties" around the world, the collaboration saw the launch of OREO Coca-Cola sandwich cookie and Coca-cola OREO zero sugar limited edition drink.

The cookies were stuffed with a creamy filling and popping candy to mimic the experience of drinking the beverage. Meanwhile, the Coca-Cola OREO zero sugar limited edition drink featured flavour hints inspired by Oreo cookies.

“The collaboration between OREO and Coca‑Cola is the perfect expression of the playfulness of OREO and the real magic at the core of the Coca‑Cola brand and we couldn’t be prouder to bring these new products and unexpected moments of connection to our Canadian fans,” said Solange Grimard, senior marketing manager for Canada at The Coca‑Cola Company.

Read more here.

3. FairPrice Finest and Anya Hindmarch

Grocery giant FairPrice Finest collaborated with Anya Hindmarch this year to release a reusable shopping bag in Singapore as part of the luxury fashion brand's Universal Bag line. FairPrice Finest unveiled the new partnership in an Instagram post last week, teasing fans with a pixelated image of the product.

A quick swipe revealed the royal blue shopping bag, finished with a white and orange strap for a pop of colour. "Trendy today, iconic forever," the caption read. "This sustainable steal is 100% recycled, 100% recyclable". Customers will be able to get their hands on the SG$22 reusable product from 6 December at all FairPrice Finest stores.

Read more here.

3. Ya Kun Kaya Toast and adidas

A tie-up between an athletic apparel and footwear brand and a cafe selling toast may not be first in mind for many, but it's exactly what adidas did with its "adidas x Ya Kun Kaya Toast: Raise a toast" collaboration. The launch of the collaboration was timed with National Day in Singapore and saw the release of merchandise that locals could wear, carry or style with their favourite adidas pieces during time of celebrations.

The merchandise drop included vinyl heat-press graphic tees and hoodies as well as shoe charms and enamel pins inspired by Ya Kun menu items such as kaya butter toast, iced tea, soft boiled eggs. The hoodies were available exclusively on the Ya Kun Cherish App and social media platforms.

"What better way to pay tribute to Singapore’s birthday than with Ya Kun Kaya Toast, a side of kopi and a cosy outfit for the day of celebrations," added Tiffany Cheah, brand communications, adidas Singapore.

Read more here.

4. ZUS Coffee and Pestle & Mortar

Malaysians lucked out in November after local coffee chain ZUS Coffee collaborated with clothing brand Pestle & Mortar Clothing (PMC) to release a limited-edition collection.

The clothing collection included bowling shirts, socks and customisable oversized t-shirts. The bowling shirts and socks featured the brand's 'ZUS Buddy' such as Bean Boss, Blue Buddy, Choco Chipster, Frappe Fren, Pinky Boo and Porta Pal. The brand names could also be found on the socks and bowling shirts.

The collaboration aimed to celebrate Malaysian pride and creativity by showcasing the spirit of local talent through a fusion of streetwear and community building, as well as to inspire connection, growth, and unity across all community.

The collaboration came under the "Made in Malaysia: Lokal kasi vokal" campaign. When A+M reached out, ZUS Coffee said the collaboration debuted during a pivotal moment for the coffee brand - the climax of the Made In Malaysia campaign and their 5th anniversary celebration. "The collaboration with PMC isn't just about fashion; it's a commemoration of our journey and growth as a Malaysian brand," said ZUS Coffee.