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Jeni’s and Lonely Ghost
On Jeni’s landing page for the collaboration, the ice cream brand expresses how adults forget the magic of ice cream and how it’s always better with friends. They explain they partnered with Lonely Ghost because they are like-minded brands centered on community and positivity.

The brands worked together to create Jeni’s first cookie dough flavor and a limited edition merch line featuring T-shirts, a sweatshirt and hat with positive affirmations to highlight the estonia b2b leads collaboration’s tagline, “Melt in the Moment.” Lonely Ghost held a pop-up at a local scoop shop in Chicago to sell the new merch and ice cream.

Each brand promoted the collection on social media as well:

An Instagram post from Jeni's Ice Creams and Lonely Ghost featuring their clothing collaboration. In the caption, they share information about the collaboration including the launch date.

An Instagram post from Jeni's Ice Creams featuring their ice cream collaboration with Lonely Ghost. In the caption, they share information about the ice cream flavor and the launch date for the brand collaboration.

Why the partnership works: Jeni’s and Lonely Ghost are both anchored by community and living a positive, experiential lifestyle. Through creating a limited-edition flavor and apparel collection, they successfully created anticipation for a customer-centric experience. After all, what’s better than snuggling up in a sweatshirt while devouring a pint of ice cream?

As you can see, collaborations are a testament of the magic that can happen when two or more brands join together to shape something special for their customers. Use our product launch checklist to jump start your next brand collaboration.