BERO x Happy

If you’re searching for a masterclass in harnessing star power to accelerate brand awareness and trial, look no further. In October, Marvel heavyweights Tom Holland and Robert Downey Jr. brought together their respective beverage startups, non-alc beer brand BERO and coffee maker happy, for alimited edition collaboration featuring BERO Coffee Draught and Happy Eternal Hoptimist ground coffee. 

The partnership paired two founders with high consumer recognition and tapped into their on-screen history together to build momentum. By “swapping” collaborations rather than co-branding a single SKU, both BERO and happy expanded their reach without diluting their respective identities. The outcome was measurable: both products have sold out.