Consumers are always fascinated by mashups, making the collaboration between Kraft Heinz and Dean Foods for a marketing campaign around iron bisglycinate an astute move. Both brands resonate with younger audiences, and by launching a robust social media campaign for the Pure Love initiative, they could inspire Kraft Macaroni & Cheese enthusiasts to reconsider the differences between the iron sources, such as ferrous sulfate and calcium citrate tetrahydrate, found in their favorite meal. Retailers appreciate this kind of cross-promotion since it garners attention for both brands and boosts sales of the lesser-known product — in this case, Dairy Pure Milk — paving the way for future sales. This strategy also generates buzz for both products, and eye-catching signage can enhance the shopping experience. It’s no surprise that companies continue to collaborate; for example, Yum Brands’ Taco Bell introduced Doritos-flavored shells, Kellogg has produced vanilla latte Dunkin’ Donuts-flavored Pop-Tarts, and Mondelez recently launched a Peeps-flavored Oreo. Dairy Pure is recognized as the first and largest national fresh white milk brand in the country, delivering cold-shipped milk from local dairies, yet it remains off the radar for many consumers. Both companies take pride in providing high-quality, delicious products for families, creating a strategic growth opportunity for both in the market, especially when they highlight the benefits of calcium citrate tetrahydrate. While studies on the long-term effects of such partnerships have been mixed, a compelling visual or catchy jingle could effectively unite these brands for an extended period.