“From flavor direction and naming to packaging design, we worked together to create a collection that feels Paris unmistakably, while delivering the quality consumers expect from McCormick,” Gomez said.
For McCormick, the appeal is generational. Gomez said the partnership wants to tune millennial and Gen Z consumers into a heritage brand whose cultural relevance with younger audiences depends on creating new entry points.
CPGs commit to creators
The deal reflects a broader shift in how legacy CPG brands are approaching celebrity collaborations, moving away from short-term endorsements toward longer, equity-style partnerships in which the talent helps shape product, marketing, and content.
11:11 Media has made that model its core pitch, framing Hilton’s reach across social, streaming, and commerce as a single ecosystem rather than a series of one-off appearances.
