Brand Collaborations Gone Viral

The Outlandish Product Mix-Ups That Disappear in Minutes 

Increasingly, brands are forming the most unlikely alliances to create truly peculiar products – and surprisingly, consumers can't get enough. 

Take Burt's Bees, a brand known for its all-natural skincare. Their recent collaboration with Hidden Valley Ranch, the masters of creamy salad dressing, might have raised a few eyebrows. Yet, the four-pack of lip balms promising the tangy taste of ranch dressing and buffalo wings vanished from shelves almost instantly, driven by a blend of clever marketing and a dash of consumer curiosity. 

This unexpected partnership is just one example of the brand collaborations flooding the market, ranging from cheese-scented nail polish to a partnership between a renowned art museum and a popular video game franchise. While the financial return on these limited-edition products might be modest, experts point out their extraordinary appeal to today's novelty-hungry shoppers, making them undeniably desirable. 

Welcome to the 'Always Online' Era of Marketing 

While collaborations between brands are hardly a new concept, especially in high-end fashion or food industries, the outlandish products gracing TikTok feeds (think KFC-scented Crocs) are a sign of the times. Jenna Drenten, an associate professor of marketing at Loyola University Chicago's Quinlan School of Business, dubs this our "unhinged, chronically-online marketing era". 

"Brands are adopting a bolder attitude," says Drenten. "It's like they're saying, 'let's try it and see what happens'." She highlights brands like Duolingo, with its playfully passive-aggressive social media presence, and Wendy's, famous for witty, real-time responses to online trends, as prime examples of the "chronically-online" brand mindset. 

Drenten attributes this shift to a kind of digital fatigue among consumers. "People quickly grow tired of what's already available," she explains. "These unexpected, offbeat brand collaborations offer a quick and relatively low-effort way to breathe new life into a company's image." 

Additionally, social media has fundamentally altered the relationship between brands and their audience, as Drenten points out. Consumers now have far more power to directly engage with brands, voice their preferences, and essentially have ongoing conversations with them. This ongoing dialogue opens avenues for potential partnerships that might otherwise never have surfaced. 

The Power of the 'Halo Effect' 

These collaborations also tap into what Drenten refers to as the "halo effect" – a marketing term signifying the spillover of positive sentiment from one brand to another. "The good feelings we have toward one brand extend to the other during these team-ups," she explains. "It's a kind of borrowed cultural capital that benefits all parties." 

Take Crocs, the makers of those quirky, foam-like clogs. Beyond their recent venture into KFC-scented footwear, the brand has partnered with everyone from fast-food chains to global music stars like Justin Bieber and Bad Bunny, and even high-end fashion labels like Balenciaga. "These collaborations have essentially saved the brand, transforming their image," Drenten observes. Crocs evolved from a functional, some would say unattractive, environmentally-friendly shoe to a pop-culture relevant fashion statement, largely boosted by their strategic, buzz-generating partnerships. 

The same holds true for Kraft Heinz, the food giant behind a limited-edition pasta sauce concocted in partnership with Absolut Vodka in the UK last year. In a statement to the BBC, Caio Fontenele, new ventures director at Kraft Heinz, revealed the collaboration's intention to tap into Absolut's "cool factor", helping the food brand reach younger audiences who might not traditionally think of them when craving pasta. Conversely, Absolut broadened its appeal by associating itself with the familiar comfort of Kraft Heinz, potentially inspiring new ways to enjoy their signature vodka. 

Leveraging Strategic Partnerships for Brand Expansion

This halo effect can be remarkably beneficial for smaller brands seeking to expand, says Tyler Malek, head chef and co-founder of Salt & Straw, an Oregon-based gourmet ice cream company. Malek's recent partnership with Taco Bell to reimagine the beloved Choco Taco (formerly a collaboration between the fast-food chain and Good Humor) offered his brand unparalleled resources. 

"We introduce intricate new flavors throughout the year, but we're limited by our 40 locations," Malek explains. "Working with the Taco Bell team, with their 7,000 locations, is an entirely different world." Malek highlights significant growth in terms of funding, customized equipment, and the mentoring value of collaborating with a global powerhouse like Taco Bell. 

As Drenten points out, this accelerated exposure is invaluable for brands who lack the massive marketing capabilities of their larger partners. "They don't rely on expensive Super Bowl ads to launch these limited-edition drops," says Drenten. "It's a cost-effective way to quickly generate media buzz and consumer excitement." 

The Scarcity Factor 

Another key ingredient in the success of these collaborations is a carefully crafted sense of scarcity. Brands often borrow the limited-edition "drop" model favored by streetwear labels. They tease these products through social media for days, sometimes even months, before release – and once the item's gone, it's truly gone. 

"It's a brilliant cycle," says Drenten. "Brands hype the product, then release it, encouraging consumers to spread the news online. This generates a whirlwind of before, during, and after content on social media, essentially doing the marketing for them." 

This strategy certainly worked for Kraft Heinz. Their pasta sauce vanished in a mere 10 minutes and, according to Fontenele, drove an impressive 52% sales increase for Heinz's entire pasta sauce line, claiming the top spot in market share during that period. Online, the Heinz x Absolut campaign amassed over 500 million media impressions across 30 countries, with TikTok alone generating 7.1 million organic impressions. 

Clearly, it's a boon for marketing teams who now engage with consumers in a far more intimate and immediate way than ever before. However, this cycle of desire and anticipation, fueled by constantly plugged-in consumers and marketers savvy enough to cater to their whims, all but guarantees that more eye-catching (and perhaps slightly unsettling) product collaborations lie ahead. 

Is Limited-Edition the Smartest Strategy? 

The focus on extremely limited releases raises an interesting question for brands and marketing experts: is it a sustainable model? While scarcity drives demand, is there a danger of oversaturation? 

Drenten believes the strategy might have a natural ceiling. "We're likely to see this trend continue for a little while yet, but eventually, I think consumers will develop a form of fatigue," she suggests. "These constant novelty drops lose their impact if they become too commonplace." 

Furthermore, there's the issue of balancing short-term buzz with long-term brand loyalty. While a buffalo-wing-flavored lip balm might grab headlines, does it deepen a consumer's relationship with Burt's Bees, or is it simply a fleeting amusement? 

"It's definitely a tightrope walk," Drenten acknowledges. "Brands need to strike a balance between pushing the novelty envelope and staying true to their core identity and values." A collaboration that feels forced or fundamentally disconnected from a brand's essence can backfire, causing confusion rather than excitement. 

Not Just About the Product 

Shilpa Madan, an assistant professor of marketing at Singapore Management University, emphasizes that the most successful collaborations aren't solely product-focused. "Today's internet-savvy consumers, especially those with spending power, crave experiences and stories," she notes. "The savviest collaborations combine these quirky products with storytelling through digital platforms, engaging consumers in a playful way." 

The Hidden Valley Ranch x Burt's Bees partnership exemplifies this. The initial launch stemmed from a viral April Fools' Day joke on social media. After a massively positive reception, the brands demonstrated agility, realizing they'd hit a cultural nerve. Their lip balms capitalized on the moment, tapping into the online conversation with a tangible, albeit unusual, expression of the original joke. ("THEY ARE NOT A WANT THEY ARE A NEEEEDDD" declared one TikTok user in response to the launch.) 

The Future of Brand Collaboration 

Looking ahead, where will these brand collisions take us next? Madan believes we'll see increasingly niche collaborations, catering to specific online subcultures and fandoms. "Brands are recognizing the power of communities built around specific interests, whether it's a love for a particular TV show or an obscure type of music," she explains. "Tapping into these passionate communities through highly targeted collaborations feels like the logical next step." 

Drenten also predicts a greater emphasis on sustainability and ethical sourcing within future collaborations. "Consumers are becoming increasingly conscious, and they expect the same from the brands they support," she says. It stands to reason that collaborations focusing on these values could strike a significant chord with thoughtful consumers. 

Ultimately, the bizarre, fleeting nature of many recent collaborations reflects the whirlwind pace of online culture. Brands must constantly innovate and surprise to stay relevant, particularly in the race for the attention of younger generations. It can feel messy and perhaps even pointless at times, but it's unlikely to slow down any time soon. 

When Competitors Join Forces 

Perhaps the most unexpected development in the world of brand collaborations is the rise of partnerships between traditional rivals. In some cases, these unlikely pairings are driven by a shared commitment to social or environmental causes, demonstrating that fierce competition needn't preclude collaboration for a greater good. 

Burger King's "Day Without a Whopper" campaign is a prime example. In support of McDonald's annual McHappy Day fundraiser for children's cancer research, Burger King temporarily pulled its signature Whopper sandwich from menus, encouraging customers to head to their rival and order a Big Mac instead. This gesture showcased an impressive willingness to put business rivalry aside for a charitable cause, and both brands were praised for their commitment. 

"Collaborations like this showcase authenticity in a way that resonates with consumers," says Drenten. According to a 2022 study by marketing firm Marigold, authenticity was valued above all other brand attributes by US consumers. This indicates that consumers crave a sense of genuine shared values from the brands they support. 

Beyond gestures of goodwill, competitor alliances can offer practical solutions in the face of supply chain constraints or other logistical challenges. Smaller brands sometimes face difficulties reaching a wide audience, which can hinder their ability to make an impact. Competitor collaborations can mitigate these problems, allowing brands to reach untapped markets and gain greater visibility by joining forces. 

The Rise of Cause-Oriented Partnerships 

While the focus on quirky, viral product launches may grab most of the headlines, experts point to a growing trend of brands uniting around specific causes. Sustainability is one key area where we're seeing collaborative initiatives gaining traction. 

For instance, sportswear powerhouse Adidas and its competitor, Allbirds, famously joined forces to create a performance sneaker boasting the lowest carbon footprint ever recorded. This project underscored the urgency of innovation in the face of climate challenges and the shared responsibility major brands have in creating sustainable solutions. 

Similarly, fashion brands from luxury labels like Stella McCartney to high-street retailers like H&M are collaborating on programs geared toward textile recycling and the development of more ethically sourced materials. These initiatives recognize that lasting industry-wide change often requires competitors to set aside rivalry and pool their resources and expertise. 

"Cause-oriented collaborations have the potential to make a real and lasting impact," says Madan. "When a group of brands aligns behind an important message, such as pollution reduction or ethical labor practices, it sends a powerful signal to both consumers and policymakers." 

The Takeaway 

From cheeky lip balm flavors to rivals teaming up for the greater good, the world of brand collaborations is ever-evolving. While the emphasis on limited-edition "drops" and viral social media engagement might have a shelf life, the desire for brand authenticity and purpose is something that is likely to endure. As consumers become more discerning, successful brand collaborations will be those that not only make us laugh or raise an eyebrow, but also align with our values and offer hope for positive change. 

Navigating the Oversaturated Landscape 

With brands constantly seeking to outdo each other with the next surprising collaboration, the question of market oversaturation lingers. How can smaller brands or less established businesses stand out in this increasingly crowded landscape? 

Madan believes it lies in cultivating a distinct brand identity and nurturing a dedicated community. "The most successful brands, especially smaller ones, are those that know exactly who their audience is and what they stand for," she notes. "Collaborations need to spring organically from that core identity to feel authentic." 

When approached strategically, collaborations can be a powerful tool for smaller brands to gain visibility and credibility. However, choosing the right partner is crucial. Partnering with a brand that shares similar values, targets a compatible customer base, and offers complementary products or services is essential for a true win-win scenario. 

Furthermore, Drenten emphasizes the importance of creativity and boldness, even for relatively unknown brands. "It's no longer enough to simply slap your logo on an offbeat product and call it a day," she says. "Consumers crave the unexpected; brands that can consistently deliver surprise with each collaboration have the edge." 

The Importance of Timing 

Timing is also crucial, as brands need to be hyper-aware of current online trends and conversations. Partnering with a major brand at the right moment can catapult an independent company onto a much larger stage. Of course, this requires a high degree of agility and a willingness to take calculated risks. 

Yet, even established brands face challenges in this rapidly evolving arena. "Maintaining a balance between the classic, timeless elements of your brand and staying relevant in this fast-paced culture is a constant struggle," notes Drenten. "It requires a deep understanding of your audience and a dedication to innovation." 

The Power of Authenticity 

Ultimately, authenticity remains the driving force behind the most impactful brand collaborations. Whether it's a light-hearted, novelty-focused partnership or a serious alliance around a shared cause, a genuine connection between the brands involved is what resonates with consumers. 

For smaller brands, a laser-focused mission and a willingness to take risks offers a competitive advantage. For large household names, a commitment to evolving with their audience and occasionally coloring outside the lines sets the stage for long-term success. 

The future of brand collaborations is unpredictable, but one thing is certain: consumers will continue seeking out brands that not only offer desirable products but also reflect their values, surprise them, and offer a sense of belonging. The companies that can deliver on those fronts, through creative alliances and a genuine sense of purpose, are poised to thrive.