Movie collaborations with snack companies continue to be a big win for CPG companies, but snacks are perhaps the biggest beneficiaries of Hollywood-powered marketing campaigns.
AI-based market research platform MX8 Labs noted in a study released in December that 60% of consumers notice these collaborations “often or always.”
More than half (51%) of consumers are excited to try collaborations. That percentage jumps to more than two-thirds (68%) for Millennials.
Roughly half (51%) agreed that movie collaborations work when they fit organically with the brand, while 49% said they are motivated by getting a deal or added value.
“A whopping 68% of consumers say they’ve bought a co-branded or special edition product. That jumps to 82% among Millennials and a staggering 91% among households earning $150K or more,” MX8 Labs said. “Even the words on the packaging matter, with 61% more likely to buy items labeled ‘limited edition’ and 81% regularly purchasing products labeled as ‘new flavor’ or ‘new style.’”
Some of the biggest movies and TV shows are collaborating with snack and chip companies, focusing on younger demographics.
Stranger snacks
Among the most notable collabs over the last year came for the final season of the Netflix hit Stranger Things. The show teamed up with Doritos and Chips Ahoy.
Both marketing campaigns featured nostalgic elements. The Chips Ahoy collab featured a classic Chips Ahoy packaging straight out of the 1980s, highlighting the ‘80s nostalgia reflected in the sci-fi/horror show.
Meanwhile, the ad for Doritos featured ‘80s stars David Hasselhoff and ALF in a campaign that “felt more like a 1980s variety show than a chip commercial,” according to MX8 Labs.
“And it worked. Not just because it was weird or meme-worthy, but because it tapped into the power of shared cultural memory,” according to MX8.
Cheetos Flamin’ Hot Fiery Skulls
Another Netflix horror show, Wednesday, collaborated with Frito-Lay’s Cheetos in 2025, with packaging inspired by the show, a spin-off of the 1964 series, The Addams Family.
The packaging features the disembodied hand character named Thing from the original series, which also plays a role in Wednesday.
Cheetos deftly makes that organic connection by coloring the tips of Thing’s fingers with the brand’s iconic orange Cheeto powder.
“Stirring up a little trouble is what our annual Cheetos fingertip sponsorships are all about – and this year, we’re turning up the mischief with the ultimate partner in crime, Wednesday’s Thing,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods US. “Cheetos fans love a good plot twist, and since many of them see themselves as Wednesday-style outcasts, we knew this chaotic, funny and perfectly unexpected collab would be a hit just in time for season two.”
Wickedly good Takis
Takis and Wicked: For Good collaborated in November, releasing character-themed varieties of their hot and sweet snacks.
The limited-time collab featured Emerald Heat, flavored with habanero and cucumber, and Spellbinding Sweet, flavored with cinnamon and sugar.
An article in Delish noted that the rollout for the limited-edition snacks appeared to be staggered, creating a kind of artificial scarcity that hyped the movie and the product.
The launch began on Oct. 1 at the discount chain Five Below and expanded to Albertsons in late October and Kroger by Nov. 1, according to the article.
Takis positioned the rollout as having “Amazafying Flavors, Intense Taste.”
“Something WICKED just dropped and of course, we made it taste magical. Introducing our NEW limited-edition flavors: Wicked x Takis Emerald Heat and Spellbinding Sweet. Which one are you trying first?”
