THE GRAMMYS COLLABS

February 10th, 2025

                                                               


During the recent Grammy Awards, two unexpected collaborations stole the spotlight, seamlessly blending music and culinary delights. Pop sensation Sabrina Carpenter teamed up with Dunkin' to introduce "Sabrina's Brown Sugar Shakin' Espresso," a limited-time iced coffee beverage. The campaign launched with a playful video titled "Shake That Ess," directed by Dave Meyers, who also worked on Carpenter's original "Espresso" music video. The drink became available across the U.S. on December 31, 2024. 


Simultaneously, Heinz announced a partnership with Grammy-winning producer Mustard. This collaboration introduced a limited-edition Heinz Mustard, marking the brand's first new mustard release in nearly a decade. Mustard, whose real name is Dijon, was appointed as Heinz's first-ever Chief Mustard Officer. In this role, he will remix exclusive recipes and host events throughout 2025. The partnership debuted with a short film featuring the viral "MUSTAAAAAAAAAARRRD" soundbite, teasing the new product and asking fans if they were ready to "taste the remix." 


These innovative collaborations highlight how brands are leveraging pop culture moments to create buzz and connect with audiences in fresh, unexpected ways.


A Mile Ahead