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Forget about ho-hum matchups like peanut butter and jelly––today’s brand collaborations are far more exciting, surprising and occasionally downright weird.
As digital transformation and the rise of conscious consumerism have created a more interconnected and interdependent global market, collaborations allow brands to pool resources and expertise to stay ahead of fierce competition.
The good news? As long as the sensationalism makes sense to modern audiences, what might seem strange can become a direct avenue to success.
While some modern collab efforts seem not to make sense at first glance, not all is as it seems. Hello Kitty at Dodgers Stadium comes to mind. Odd on the surface? Sure. But the partnership grabbed headlines and sparked interest. Why? Both brands are fresh and energetic, with incredibly loyal followings. No matter which brand fans came out to support, the crowd appreciated seeing their favorite feline decked out in Dodgers swag for a change of scenery on the field.
The same was true for the wacky bologna face mask that went viral (yes, it was a real skincare product), the highly unusual brainchild of Oscar Mayer and Korea-based Seoul Mamas. Though unconventional at best, it was reportedly (and figuratively) eaten up by the public and the meat-themed mask sold out on Amazon in record time. Although a bit gimmicky, it sparked enthusiasm and curiosity among consumers who appreciated the uniqueness and wanted to try something new.
So, what’s the point? Brand collaborations between dissimilar companies can end up way more successful than the sum of their parts; they just need to have their ducks lined up to maximize the power of an effective collab.
Alignment and relevance are key components
To create awesome brand collaborations, you need to have at least a thread of connection between the products. Otherwise, the partnership could fall flat. This doesn’t preclude you from working with a company in an opposite sector or market, but baseline values, target audiences or organizational purpose at a minimum must align.
Clinique’s special line of Crayola-inspired lipsticks is a great example: Both brands are driven by what you can do with splashes of color from an artistic angle. The same holds for the team-up between ColourPop Cosmetics and the anime series Naruto. In this case, being bold and vivid is vital to both brands.
