A Closer Look Into Brand Collabs: Why are Unexpected Partnerships so Successful

Written by Isabella Zapata

Upon first glance, each of these partnerships might seem a little “out there,” but that is precisely what grasps the attention of consumers as they scroll past new campaigns. While these brands are known individually, many of these collabs brought something unique to the business landscape and proved to be quite profitable. On its own, each brand has its own value proposition, but collaborating with brands from entirely different sectors adds intrinsic value. Take Target and Missoni – each brand is on different ends of the spectrum, and one may wonder why a mass retailer is partnering up with a high-end Italian fashion house. The proof is in the numbers – their limited edition collection sold out in just hours and even made the Target site crash. This is just one example of unexpected successes demonstrating how the combination of accessibility and luxury craftsmanship captivated a large audience and generated remarkable success.

This prompts the question – how do these collaborations continue to resonate with consumers? Much of the allure comes from novelty – today’s market has become oversaturated with products that all resemble each other. This is seen significantly across fast fashion brands – one of the biggest producers being Shein. A new, unique, and thought provoking collaboration is refreshing and almost always guaranteed to draw consumers in when people are becoming accustomed to seeing the same trends being recycled. Using this logic, it’s easier to see how something like Pepsi x Peeps is not only able to exist, but succeed – they give consumers something to talk about.

This is where word of mouth marketing comes into play. Once something bold and different goes to market and appears on social media, it naturally sparks conversation. Whether it be debates amongst friends, plans to purchase the product, or even criticism, all conversation is good conversation – it brings attention to not one, but two brands. As quickly as something can blow up, it can also become irrelevant just as fast. Promoting organic buzz and conversation is extremely important during today's digital age as it keeps products relevant even after its initial launch and discourse. Looking at the Pepsi x Peeps campaign, their social media did just that – the product blew up across social media channels so fast that they collabed for a second time.

Collaborations such as these show that not everything has to be centered around a shared interest or a target market. By working together and thinking outside of the box, brands are able to leave a mark in industries previously beyond their reach. 

The most captivating of them all was GoPro x Red Bull – the collab broke three Guinness World Records and won a sports Emmy. It caught the attention of 52 million people on YouTube alone and is guaranteed to leave its mark in history, and the record books, as the Red Bull sponsored skydiver filmed his freefall from the edge of space.

Stories such as these show the power of bringing together the most unexpected brands. The buzz is bound to come and the impact exceeds what any brand could achieve alone. Looking forward, there will undoubtedly be collaborations that make everyone think twice and turn heads. Within this ambivalence, one can recognize the amount of thought, creativity, and marketing that goes into making these collabs so alluring and successful.

Edited by Ana Massoglia and Gabi Beard

Sources:

Whitler, Kimberly A. “Why Word-of-Mouth Marketing Is the Most Important Social Media.” Forbes, 17 July 2014, www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/.

“The 30 Brand Collaboration Examples That Went Viral.” The CMO, 2024, thecmo.com/brand-communications/brand-collaboration-examples/. 

“How to Build a Solid Brand Marketing Strategy in 7 Simple Steps.” The CMO, 2024, thecmo.com/brand-communications/brand-marketing-strategy/.