For brands, teaming up with pop stars is a classic way to reach young audiences. Past experience says that it can be risky, but the benefits are huge – and social media is already flooded with absurd brand humour (the other way to reach an audience not particularly receptive to advertising).  

David Madrid has put Milka Mmmax and Katy Perry together during her Once in a Lifetimes Tour, with a tried-and-true formula -offering a series ofmoney can’t buy experiences by scanning the code on the Milka Mmmax package. Prizes include seeing Katy live, an exclusive behind-the-scenes experience where they can dive into Katy’s world, discover her quirks backstage, and access thousands of official merchandise products.

BBH USA has aligned Samsung with Doechii. Nothing particularly standalone about that either, except that the star is joined in the campaign by her alligator, Coconut, who was featured on the cover to her award-winning mixtape, Alligator Bites Never Heal.

“Music and fashion are some of my favourite creative outlets because they let me push boundaries and express myself in a way that feels authentic” Doechii commented. “With this partnership, I want to encourage people to have fun, try something new, and know that the creative voice inside them is valid and something to lean into.”

The campaign films also help set the stage for Samsung Galaxy’s VIP event at Edge NYC in Hudson Yards celebrating the launch of Galaxy S25 Edge. The event includes an exclusive private performance by Doechii. The campaign includes livestream access to Doechii’s performance at Edge NYC on May 30.