Jameson whiskey and workwear brand Dickies launched a capsule collection last month inspired by the brands’ mutual dedication to and celebration of the art of craftsmanship. The gender-fluid, workwear-inspired collection, dubbed “Crafted Together,” includes 10 signature pieces—each slightly reimagined—as well as a limited-edition Jameson x Dickies bottle.

Building a successful collab between two brands requires honoring their respective identities while also creating something new. But that can be tricky for companies that rely heavily on their heritage to define them. It’s a balancing act to be taken seriously, according to Global CMO Sarah Crockett.

“We are very focused on honoring our core workwear consumer, and we're not trying to be anything other than ourselves,” she told Chief Marketer. “That is the right balance for us to strike, and something that we need to delicately manage. Because leaning too far into the hype or the cool or trends can be the thing that would ultimately destroy us.”

We spoke with Crockett about the partnership’s strategic marketing goals, how influencers and experiences are supporting the campaign, best practices for brand collabs, and the challenges of managing logistics and production across different businesses. Plus, stay tuned for more marketing insights next week from the spirits side of the collab.

Rather than adapting its marketing strategy to reach Gen Z audiences, direct-to-consumer period care brand August chose to launch with the demo in mind at the outset. Now, two years later, the company has inked its first major retail partnership with Target. Here’s the story of the brand’s marketing journey, from DTC to in-store retail and beyond.

Lastly, for the event marketers out there, check out these 100 case studies of the year’s best experiential marketing campaigns—from Reddit’s future-forward “Find Your People” activation to killer campaigns from the likes of Anheuser-Busch, LinkedIn, McDonald’s, Xbox and Hilton.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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