Tosi: Product collaborations provide free earned media without marketing spend
Christina Tosi · Advice Line with Christina Tosi of Milk Bar · Jun 11, 2026 · at 5:51
Milk Bar founder Christina Tosi explains the economics of high-profile brand partnerships, citing their recent Krispy Kreme collaboration.
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“And for us, what's economically savvy about it is, It's free earned brand and media as opposed to needing your sales channels to drive a revenue that brings enough money to like the EBITDA line that you can invest in it from a marketing standpoint.”
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