# Action Movie Cookie Campaigns These Insomnia Cookies Borderlands Tie-Ins Celebrate the Movie By Michael Hemsworth | Published 2024-07-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/insomnia-cookies-borderlands References: [snackandbakery](https://www.snackandbakery.com/articles/111742-insomnia-cookies-introduces-borderlands-movie-tie-ins) & [insomniacookies](https://insomniacookies.com)  These new Insomnia Cookies Borderlands tie-ins have been unveiled by the brand in partnership with the upcoming [Lionsgate](https://www.trendhunter.com/trends/mountain-dew-borderlands-motel) movie to provide fans with a way to get ready for its release. The collaboration includes Tiny Tina's Flavor Explosion, which features three scoops of ice cream with a single drizzle and one topping in a limited-edition souvenir cup. The brand is also launching the Borderlands 12-pack that includes 12 of its [Classic cookies](https://www.trendhunter.com/trends/cloud-9-cravings-classic) in a Borderlands-themed box sleeve that's perfect for fans to pick up ahead of the film's release. The Insomnia Cookies Borderlands tie-in menu items are arriving now, but will only be offered in-store or online until August 18, 2024 at participating locations for pickup or delivery. Image Credit: Insomnia Cookies ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 31% | Activity: 45% | Freshness: 26% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Limited-edition Pop-culture Products:** Brands are leveraging limited-edition items themed around popular movies or series to create a sense of urgency and exclusivity. - **Collaborative Marketing Campaigns:** Companies are partnering with entertainment franchises to co-create products that appeal to dedicated fan bases. - **Gamified Product Packaging:** Businesses are utilizing themed packaging that resonates with specific fandoms to enhance customer engagement and drive sales. ### Who This Affects Most - **Food & Beverage:** The food and beverage industry is exploring tie-ins with entertainment media to attract a more diverse and engaged consumer base. - **Entertainment:** The entertainment industry is forming partnerships with consumer brands to extend their reach and deepen fan engagement through co-branded merchandise. - **Retail:** Retailers are increasingly adopting themed products and exclusive partnerships to boost foot traffic and online sales. ## Related on Trend Hunter - [Sci-Fi Horror Cookies](https://www.trendhunter.com/trends/m3gan-20-inspired-menu.md) - [Ghost-Busting Green Cookies](https://www.trendhunter.com/trends/ghostbusters-frozen-empire-collection.md) - [Halloween-Themed Baked Goods](https://www.trendhunter.com/trends/halloweekend-cookies.md) - [Video Game Cookie Collections](https://www.trendhunter.com/trends/final-fantasy-vii-rebirth.md) - [Colorful Superheroine Cookies](https://www.trendhunter.com/trends/supergirl-inspired-cookie.md) - [Specialty Cookie-Packed Ice Creams](https://www.trendhunter.com/trends/cookies-in-ice-cream.md) - [Video Game-Honoring Cookies](https://www.trendhunter.com/trends/oreo-x-a-minecraft-movie.md) - [Film-Themed AR Designs](https://www.trendhunter.com/trends/borderlands-film.md) - [Experiential Cookie Chains](https://www.trendhunter.com/trends/experiential-cookie-chains.md)