When two brands collide: how to predict the success of unpredictable collaborations

Unexpected brand collaborations are everywhere. From Crocs teaming up with Pringles to Taco Bell and Cheez-It crafting crave-worthy snacks, these partnerships are bold, creative, and buzzworthy. But not all collaborations succeed—some leave consumers scratching their heads rather than rushing to buy. So how can brands predict whether their pairing will spark excitement or fall flat? 

The rise of unlikely brand collaborations 

At their best, collaborations between seemingly unrelated brands can expand audiences, reinforce brand equity, and create unforgettable consumer experiences. The Dove x Crumbl and Native x Dunkin’ launches brought the scents of desserts and donuts to the personal care aisle, tapping into the rising gourmand cosmetics trend.

Meanwhile, Pringles’ partnership with Crocs turned functional footwear into conversation starters. These collaborations leverage nostalgia, novelty, and cultural relevance to spark consumer interest. 

But here’s the catch: not every partnership works. What separates a wildly successful collaboration from one that falls flat? The answer lies in research, insights, and testing, before launch. 

Validating the success of a brand collaboration

When two brands join forces, they’re combining assets: logos, colors, product functionalities, and, most importantly, consumer trust. Ensuring that the collaboration will deliver value, both in terms of consumer reception and ROI, requires careful validation.  

Here are three key questions brands need to address: 

1. How can brands measure the combined impact to predict consumer uptake? 
   

   The first step in collaboration planning is understanding how the combined branding will resonate with consumers. Will the partnership create a seamless story, or will it feel disjointed? Brands can leverage in the wild testing to gauge consumer reaction to features, benefits, and messaging in real-world settings. Unlike focus groups or surveys, this approach captures authentic consumer behavior, untainted by bias or hypothetical scenarios. 

   For example, Dove x Crumbl could simultaneously test multiple ideas to prioritize which features, benefits, new products, and improvements by testing in digital social environments to get actionable insights into whether the concept has legs.

2. How can brands avoid these mashups being merely gimmicks and make operational investments deliver ROI? 
   

   One of the risks of an unlikely collaboration is that it’s perceived as a gimmick—something that generates buzz but fails to drive sustained interest or sales. Brands need to validate volume projections and operational feasibility. Market research can simulate real-world scenarios to determine how much demand a collaboration might generate and which price points will drive purchase intent without alienating customers. 

   Additionally, identifying whether the collaboration enhances or dilutes brand equity is critical. For instance, Native’s playful partnership with Dunkin’ aligns well with its existing quirky image, but a more serious brand might risk seeming out of touch. Testing different branding messages through A/B/C/D… to Z testing across digital platforms can help refine the narrative before committing to a full-scale launch. 

3. What segments will be most receptive to the combo branding message? 
   

   Not every consumer will buy into the collaboration. Brands need to identify which audience segments are most likely to embrace the product. Is it nostalgia-driven millennials? Gen Z foodies? Or perhaps niche communities like sneakerheads or beauty enthusiasts? 

   Segmentation analysis can uncover which demographics will see the collaboration as relevant and exciting. For example, Taco Bell’s Cheez-It menu might appeal to fast-food loyalists and snack lovers who crave innovative twists on familiar flavors. By tailoring marketing messages to these segments, brands can maximize their reach and engagement. 

Stop guessing, start testing 

Traditional market research methods, like focus groups and surveys, often fail to predict how consumers will behave in real-world settings. That’s why forward-thinking brands are turning to in the wild testing, which captures authentic consumer behavior in natural environments.

Here’s why it works:

• No incentives, no bias: Consumers aren’t being paid to share their thoughts; their actions speak louder than their words. 

• Faster insights: Brands can go from idea to market-ready insights in weeks, not months. 

• Scalable testing: Whether it’s A/B testing two versions of a collaboration or comparing a dozen concepts, in the wild testing scales to meet your needs. 

Ready to test your next big idea? 

The stakes are high in today’s competitive market. A poorly executed collaboration can harm both brands, while a successful one can create lasting buzz and loyalty. With in the wild testing, brands can minimize the guesswork, validating their concepts with real-world data. 

At Orchard, we’re redefining market research with a customized process that takes your ideas from concept to insights in record time. Whether it’s testing features, messaging, or entire product concepts, we’ll help you ensure your next collaboration is a win.