Or look at Flamin’ Hot Cheetos x Megan Thee Stallion, versus Popeyes x Megan Thee Stallion. Both feature Megan’s signature spice, but the Flamin’ Hot collab let her go all the way with both FU puns and a scholarship for Thee Stallion’s alma mater, Texas Southern University.
Read the room
At the end of the day, you have to do what makes sense for you. You’re looking for the intersection of being who you are and aligning with what matters to your audience. It’s not just Celebrity + Product or Festival + Ferris Wheel. You can’t show up at Coachella the same way you’d show up at Broccoli City. Gen Z and Black Gen Z are not the same! So, who is your audience?
Know your sauce, and know that not all sauces go with all dishes. Diversify your efforts. Do a celeb spot (if you must), then a TikTok creator activation. Or hold the proprietary summit but differentiate with location, speakers and on-site experiences.
Keep it fresh. Sometimes the best laid proposals don’t result in a green light. So lay the foundation. You may be able to go bigger and riskier next time.
Put it all together and…
With the Super Bowl right around the corner, it will be interesting to see which brands rise to the challenge and which spend (or waste) their ad dollars on an influencer endorsement. After that, its conferences and Coachella clones. Unless…?
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