As someone who regularly writes about branding and advertising, I've noticed something odd over the last year or so. Barely a press release pops into my inbox these days that isn't shouting excitedly about being a COLLAB!!!! between two well known brands. That used to grab my attention, because it was rare. In 2026, though, it's more unusual if a campaign doesn't have a big, showy plus sign or multiplication symbol in its headline.
Brands that once guarded their identity like a trade secret, it seems, are now lending it out with abandon. Wellness grocer Erewhon is selling Barbie-branded smoothies. Personal care brand Burt's Bees has bottled a lip balm that smells like Hidden Valley Ranch dressing. Coca-Cola has put its name on a pair of Crocs. I could go on… all day, if you like.
