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Brand collaborations are not uncommon. And marketing executives claim there’s a good reason for that. These partnerships can generate interest, increase engagement, and lead to valuable new opportunities.
But what if a brand involved in a collaboration or product launch looks weirder than, say, most in the public eye?
By increasing relevance and garnering significant media attention, marketers have been creative in their partnership strategies this year. As 2022 draws to a close, Digiday looks back at some of the year’s weirdest product launches and brand collaborations.
Damien Areyan, vice president of lifestyle marketing and partnerships at ad agency Team One, said stunts could help brands connect with new audiences. “This is the perfect time for the brand to bring the experience to a new consumer segment, hopefully creating buzz and interest and making a strong first impression,” he said.
Old Spice x Arby’s
Men’s hygiene brand Old Spice partnered with Arby’s for the summer to produce a limited-edition ‘Meat Sweat Kit’ that infuses the fragrance of the brand’s products with a touch of meat. This is in line with the trend of fusing fragrance and meatiness. After an exhausted day, who wants to smell like her chain of local fast food before taking a shower?
Liquid Death x Martha Stewart
A gorgeous Halloween-inspired candle called “Dismembered Moments” was created by Liquid Death and Martha Stewart as part of this year’s Halloween partnership. Candle has a matte black hand that looks severed and holds a Liquid Death can. Stewart’s partnership with Liquid Death contrasts with Stewart’s partnership with Green Mountain Coffee Roasters. Maybe it’s part of the brand’s strategy to stand out? who knows!
Tropicana
Taking full advantage of TikTok’s #theperfectmimosa trend, users have created their own version of the drink, and Tropicana created a mimosa maker to capitalize on this hot trend. His three spray settings for the Tropicana Mimosa Maker (Whisper, Spritz and Shower) allow you to make the perfect mimosa. “The brand quickly capitalized on his online trend of #theperfectmimosa with a unique orange juice spray product, witty storytelling, and a strong influencer network to create people’s affinity for his hilarious OJ. It brought a true cultural moment to the level of ,” said Areyan.
“Who really needs a meaty spray or a mimosa spray? Absolutely not,” says Marcus Wesson, chief creative officer at ad agency 9thWonder. “But as media and engagement opportunities become more fragmented, these unconventional, limited-run products are more likely to get the spotlight.”
Fireball Whiskey x DC Shoes
After their recent campaign to get Generation Z (drinking age), Fireball Whiskey and DC Shoes have released holiday gift sets. This included red suede sneakers with Fireball branded whiskey-inspired gum soles. This booze specifically aims to capitalize on his nostalgia from 2009. The problem is, there’s no evidence anywhere to suggest that Gen Z or millennials are repeating so-called partying the same way he did in 2009.
Warner Media x Hello Fresh
One brand rolled out the red carpet for the holiday season, capping off a year of the weirdest brand collaborations. Working with Warner Media, HelloFresh has created a spaghetti dish from the hit holiday movie Elf. Featuring colavita spaghetti, maple syrup, chocolate syrup, marshmallows, chocolate nonpareil, and chocolate frosted pastry, this pasta he plate is like no other. This is enough to book a dental appointment for cavities or stop eating sweets for a while if you buy sweets.
Areyan explains that as social media and content continue to converge, brands need to find new ways to grab attention and get people talking about them. All the collaborations he builds on OBI (Influence of Other Brands) and it’s all about taking that pie. “Combining two very different brands or categories raises eyebrows and creates conversation because it is a viable strategy to stand out in today’s environment,” he said Areyan.
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