e.l.f. x Chipotle - Brand partnership
It was the collaboration you never knew you needed. A tidal wave of press (from Good Morning America to Stephen Colbert) drove the full collection to sell out in 3 days, with most products selling out in just 44 minutes!
We brought two of Gen Z’s favorite brands together for an epic collaboration, complete with an avocado makeup sponge and the limited-edition “Eyes. Chips. Face.” vegan bowl.
e.l.f.’s website nearly crashed!
BRAND CHALLENGE
Chipotle and e.l.f. were both busy making TikTok headlines. We wondered what could happen if two like-minded disruptors came together.
Could we generate a surge of earned media while attracting new fans to both brands?
CREATIVE SOLUTION
We broke the internet by launching a limited-edition e.l.f. collection: an avocado makeup sponge, spicy salsa lip gloss, and a palette inspired by Chipotle’s serving trays.
e.l.f. and Chipotle lovers united and within 44 minutes, products sold out online!
Key campaign elements included:
A limited-edition product collection
Remix of the iconic “Eyes. Lips. Face.” song to become “Eyes. Chips. Face.”
360° social media campaign across e.l.f., Chipotle, and influencers
Live shopping on the NTWRK app (sold out in 10 minutes)
Clubhouse chat featuring marketing execs from e.l.f. and Chipotle
We garnered 4 billion press impressions (NY Post, Forbes), unsolicited celebrity endorsements (Stephen Colbert, James Charles, Drew Barrymore), and a tidal wave of fan love.
RESULTS
The e.l.f. x Chipotle collaboration resulted in billions of media impressions including:
And fans went WILD for this epic collaboration
Watch as Trixie and Kim Chi try out the e.l.f. x Chipotle collection and introduce the Eyes. Chips. Face. vegan bowl that they created.
And check out the fun TikToks that supported the collab!
