Casket Cooler - Too Cool or Too Far?

As comms professionals, we are often asked to help clients vet and brainstorm partnerships, stunts, and “big ideas.” I tend to over-rotate on the importance of authenticity when brainstorming partnerships. How does this potential partner align with our brand, value, and reputation – are they culturally relevant to what we’re trying to accomplish? What will this partnership do for “us” and “them” – is it mutually beneficial and when targeting consumers – is it interesting?

?While this was introduced a few days ago, for me, this partnership checked all those boxes. I caught it on social and am a fan! https://www.foodandwine.com/liquid-death-yeti-casket-cooler-auction-8703146

What are your favorite campaigns or brand partnerships?