A brand collaboration is a strategic partnership in which two or more brands combine resources, expertise and audiences to make a product, campaign or experience, and it pays off when the partners share audiences and values and each brings something the other lacks. Taco Bell and Frito-Lay's Doritos Locos Tacos launched in March 2012 and sold 100 million in about 10 weeks, according to Taco Bell as reported by Texas Monthly.
Last updated October 21, 2026. Dated facts below carry their sources.
What are the key takeaways on brand collaborations?
A brand collaboration is right when the partners share audiences and values, each fills a gap in the other, goals are specific and measurable, and the exchange is fair. If any test fails, the partnership is more likely to feel forced to customers.
- Choose a partner whose strengths cover your weaknesses, such as product skill paired with marketing reach.
- Write measurable goals and clear roles before announcing anything.
- Track results against those goals and share what each partner learns.
Quick definition: what is a brand collaboration?
A brand collaboration is a partnership between two or more brands to create a joint product, campaign or experience, in which each brand shares its audience and resources.
What does a successful brand collaboration look like?
Taco Bell and Frito-Lay's Doritos Locos Tacos show a collaboration in which each partner supplied something the other could not. Taco Bell supplied the restaurants and the taco, and Frito-Lay supplied the Doritos brand and a proprietary nacho cheese-flavored shell.
| Fact | Detail | Source |
|---|---|---|
| Launch | March 2012, with a shell made in partnership with Frito-Lay | QSR Magazine, June 5, 2012 |
| Early sales | 100 million sold in about 10 weeks, the most successful launch in Taco Bell's 50-year history at the time | Same QSR Magazine report |
| First-year sales and impact | 375 million sold in 2012, which Taco Bell CEO Greg Creed said had a $500 million sales impact in one year | Nation's Restaurant News, 2013 |
| Development effort | The shell recipe was altered 40 times to reach the final taste and texture, and Frito-Lay had a say in the item | Same Nation's Restaurant News report |
The case also shows the effort a good collaboration takes: two partners iterating on one product until both brands were comfortable putting their names on it.
Why should a company consider a brand collaboration?
A company should consider a collaboration to reach new customers, gain credibility, share costs and spark ideas it would not reach alone. Each benefit has a condition attached.
| Benefit | How it works | Condition |
|---|---|---|
| New audience | The partner's customers learn about your product | The audiences must overlap in interests, not just size |
| Credibility | A reputable partner lends trust to a newer or smaller brand | The partner's reputation must be earned and relevant |
| Shared cost | Marketing, production or distribution costs are split | Roles and budgets are written down in advance |
| New ideas | Two creative teams reach products neither would design alone | Both sides have room to contribute, not just approve |
What are five tests for choosing a brand collaboration partner?
Five tests help judge whether a collaboration is the right move for a product. A partner that passes all five is more likely to produce a campaign customers find authentic.
- Shared values and audience: do the brands stand for similar things and serve overlapping customers?
- Complementary strengths: does the partner cover a weakness, such as marketing reach for a brand strong in product development?
- Specific goals: can both sides state a measurable result and a date?
- Fair exchange: do both brands benefit, and are roles and responsibilities clear?
- Authenticity: would customers believe the pairing makes sense without being told?
The glossary entry on brand collaboration defines the term, and the consumer packaged goods marketing practice covers partnerships in that sector.
How do you plan and measure a collaboration?
You plan a collaboration with a written brief covering goals, roles, budget, timeline and approval steps, and you measure it against the goals in that brief. Keep communication open with the partner throughout, and agree in advance how results will be shared.
Track the metrics tied to the goals, such as sales of the joint product, new customers reached and engagement with the campaign. Promote the collaboration on social media, offer something customers cannot get elsewhere, and treat a miss as a lesson. The guide to measuring PR effectiveness explains how to set baselines, and the influencer marketing guide covers creator partnerships. See the branding and PR guide for how partnerships fit a brand's wider position.
Frequently asked questions
When is a brand collaboration a bad idea?
A collaboration is a bad idea when the brands do not share values or audiences, when goals are vague, or when one partner carries most of the cost and risk.
Do small brands benefit from collaborations?
Yes. A partnership with a reputable brand can lend credibility and reach to a newer or smaller brand, provided the partner relationship is fair.
How long does a collaboration take to launch?
It varies. Taco Bell and Frito-Lay changed the Doritos Locos shell recipe 40 times before launch, according to Nation's Restaurant News, so plan for several rounds of iteration.
How should a collaboration be measured?
A collaboration should be measured against the specific goals agreed up front, such as joint-product sales, new customers reached and campaign engagement.
What should a brand do first?
A brand should list three possible partners, score each against the five tests, and write measurable goals and roles for the best one before any approach. Then agree how results will be tracked and shared.
