In marketing, the first step in connecting with consumers is capturing their attention. Using the element of surprise to turn heads can be crucial to setting a campaign up for success. In the world of brand partnerships, merging seemingly unrelated industries and leveraging unexpected collaboration has the unique power to generate buzz and engage new audiences.

As an article from Forbes puts it, "Weird works... Collaborating companies don't have to be alike in any way, just creative and willing." By striving for strangeness, brands can stay at the top of people's minds while keeping their brand image and voice sharp and exciting.

In Practice

• Cheetos x Forever 21: This partnership was an unexpected fusion of food and fashion, bringing the iconic snack brand into the world of trendy streetwear. Featuring a custom clothing line inspired by Cheetos' bold branding and Flamin' Hot color palette, this playful crossover allowed fans to showcase their love for Cheetos in a fashion context, merging pop culture with apparel while expanding Cheetos' reach into the lifestyle and fashion space.
• e.l.f. x Chipotle: e.l.f and Chipotle combined the worlds of beauty and fast food with an original partnership. They created a limited-edition makeup collection inspired by Chipotle's vibrant ingredients. The partnership played off the fun, customizable nature of both brands, allowing fans to blend their love of bold makeup looks with their favorite burrito toppings and creating a buzzworthy crossover.
• IKEA x LEGO: Although the relationship between the furniture and toy industries might not be apparent at first glance, IKEA and LEGO found a strong connection between their buildable brands. They teamed up to design a line of storage solutions that double as play areas for children. This partnership combined home organization with playful design and expanded the reach of both parties.

Allied's Take

Tasked with securing partnerships for Focus Features' Nosferatu, a vampire-centered gothic horror film with an arthouse lean, our partnerships team at Allied wanted to extend the film's shocking nature into its marketing campaign. In an effort to think outside the box, we secured a deal with Titan Casket.

While one might expect a company in the death care industry to be serious and reverent, we noticed Titan Casket had taken on humorous brand partnerships in the past and saw an opportunity to make an unexpected connection. A crossover between the film industry and death care industry is immediately irreverent and eye-catching, and the clear connection with Nosferatu's vampiric protagonist made this the perfect match. Titan Casket produced a Nosferatu-themed casket and promoted it via online, social media, and PR support.

Want to discover how we can help you create innovative and unexpected marketing campaigns? Reach out to us and let's turn your next project into something truly unforgettable.