We seem to be living in the era of brand collaborations and at BrandTrue, sometimes we get the impression that the people behind them are thinking, “the weirder, the better.”
What Makes A Brand Collaboration Work?
And we think maybe they’re right! Check out this #tellthetruths video for some unique examples of odd, unexpected pairings that work wonderfully well and infuse the brands with cultural relevance.
This video originally appeared in LinkedIn
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Hey guys, it’s Rebeca with BrandTrue, and today I want to talk about brand collaborations. Like, odd pairings especially, because when they’re smart, they’re smart, and when they’re dumb, they’re dumb, and there’s a lot of energy. Everyone’s collaborating with everyone else, more than ever recently. So, I wanted to talk about them a little bit, especially the interesting ones. So, you know, you see it a lot. For example, celebrities in fashion or in beauty, they’ll do something. Okay, they generally make a lot of sense. They’re generally not too surprising. That’s not the interesting ones. I love when really disparate brands come together, and there’s some wonderful creative energy, and I think for a brand to bring in someone who’s unexpected, it’s not only about drawing in a new audience, but it’s also about giving the brand a shot of relevance, a shot of like cultural energy, and so, two really great examples I want to share are Lady Gaga, she’s touring this summer, and the Chromatica album that actually dropped at the beginning of the pandemic, and I don’t know if they’ve continued, but back when the album dropped, she did a promotion with OREOs. These brightly colored, Chromatica OREOs. OREOs, with Lady Gaga. It’s like so bizarre, and so charming, and delightful, and wonderful, and really, you know, with the color and the food, driving home the idea of the album, just adorable. A more recent one that I saw is 7-Eleven has dropped limited edition sneakers, like the way that limited edition sneakers are, like you know, you’ve got to be listening for the drop, with like Slurpees, which is of course their brand. Or also like Reese’s, you know, like a fast-food candy kind of thing that you might get at 7-Eleven. Charming, interesting, completely unexpected. Sneakers? But like totally adding cultural relevance and cachet. So, I love these sorts of examples. I’m not going to keep listing ’em. I want really, most of all with this video, to get examples from you guys. Please, please, please share if you’ve seen something weird, and rich, and wonderful, I wanna hear about it. Drop it in the comments, and let me know. Thanks. Bye!