Unconventional Brand Collaborations - The Key to Unlocking Business Success
Zafeer SHAMSUDEEN
Speaker | Commercial Strategist | Management Consultant | FMCG Sales Expert - GCC | Mentor | Empowering & Transforming Talents | Believes in Integrity | Honesty | Empathy | Humility | Positivity |
In today’s fast-paced business world, innovation is crucial for brands to stay relevant and capture consumer attention. One of the most creative ways companies have achieved this is through unconventional brand collaborations unlikely partnerships between brands that don’t normally go together. Such collaborations can spark curiosity, engage consumers in new ways, and create groundbreaking products that elevate both brands.
Let’s dive into how these unconventional alliances in the FMCG industries have led to significant success, driving not only innovation but also profits.
Why Unconventional Collaborations Work
Unconventional brand collaborations work because they bring together different brand identities, strengths, and audiences, offering something entirely new. The beauty of these partnerships lies in their unpredictability two unrelated brands suddenly combine their essence to create a product or experience that surprises consumers. This uniqueness often results in viral buzz, shared resources, and access to new customer segments.
For brands, the collaboration becomes a platform for innovation and cross-promotion. Consumers, on the other hand, get to enjoy new, exciting offerings that they may have never imagined.
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Real-Life Examples of Success
Let’s take a look at some inspiring examples from the food and FMCG sectors that showcase the power of these unconventional collaborations
Doritos x Taco Bell – Doritos Locos Tacos
One of the most iconic food collaborations came from Doritos and Taco Bell, with the creation of Doritos Locos Tacos. By combining the crunchy, bold flavors of Doritos chips with Taco Bell’s tacos, they brought a product to market that became an instant hit. Within the first year of launch, Taco Bell sold over a billion Doritos Locos Tacos, revolutionizing the fast food industry.
- The collaboration blended two beloved brands with a shared audience of snack enthusiasts.
- It introduced an entirely new product that went viral, thanks to its unique, flavorful twist.
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Unilever’s Ben & Jerry’s x Nike SB – Chunky Dunky
While ice cream and sneakers might seem an odd pair, the collaboration between Ben & Jerry’s and Nike SB proved to be a cultural phenomenon. Their Chunky Dunky sneaker, designed after Ben & Jerry’s iconic ice cream tubs, became an immediate sensation. Limited in supply, the sneaker's quirky design and connection to a beloved ice cream brand made it a collector’s item, with fans and sneakerheads vying to get their hands on it.
- It combined the quirky, creative personalities of both brands, generating massive consumer interest.
Coca-Cola x Heinz – PlantBottle Technology
Sustainability is becoming a key differentiator for modern consumers, and Coca-Cola teamed up with Heinz to capitalize on this trend by creating the PlantBottle. This eco-friendly packaging is made from renewable resources, and Heinz adopted it for its ketchup bottles. This move demonstrated the brands' commitment to sustainability and innovation.
- This collaboration focused on a shared commitment to eco-friendly practices.
- It appealed to consumers who prioritize sustainability, enhancing both brands' reputations.
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Oreo x Cadbury – Dairy Milk Oreo Chocolate
The partnership between Oreo and Cadbury resulted in the highly popular Dairy Milk Oreo chocolate. By combining the rich taste of Cadbury chocolate with crunchy Oreo pieces, they created a confection that appealed to fans of both brands, driving sales and brand loyalty.
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- Both brands share a reputation for indulgent treats, making their collaboration feel natural.
- The product appealed to existing fans and new customers alike, thanks to its innovative combination of flavors.
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PepsiCo’s Lay’s x Subway – Lay’s Chips on Sandwiches
Lay’s and Subway collaborated to introduce a simple yet innovative idea Lay’s chips as a sandwich topping. Customers could now add crushed chips to their Subway sandwiches, providing an extra crunch and flavor. This quirky product combination caught the attention of both fast food fans and snack lovers.
- It gave both brands a fresh way to engage with their shared customer base.
Colgate x Hello Products – Sustainable Oral Care Collaboration
In the FMCG world, Colgate partnered with Hello Products, known for their eco-friendly oral care items. Together, they developed products like bamboo toothbrushes and natural toothpaste, catering to the growing demand for sustainable personal care items.
- It boosted both brands' image as leaders in sustainability and innovation.
Kellogg’s x Pringles – Cereal-Flavored Chips
In an unexpected twist, Kellogg’s experimented by launching cereal-flavored Pringles chips, incorporating flavors like “Honey Nut Cheerios” and “Cinnamon Toast Crunch.” This unique collaboration brought the breakfast cereal and snack food categories together, creating a buzzworthy product.
- It allowed both brands to venture into new snacking occasions and tap into crossover audiences.
Key Takeaways for Brands
These examples illustrate that unconventional brand collaborations can unlock new avenues for growth and innovation. For brands looking to replicate this success, here are a few critical takeaways
- Leverage complementary strengths The best collaborations happen when brands bring together their unique strengths to create a product that blends their identities seamlessly.
- Target a shared audience Collaborations should appeal to the overlapping interests of both brands’ customer bases, while also attracting new consumers.
- Focus on innovation The collaboration must offer something fresh, whether it’s an entirely new product, an unexpected experience, or a shared mission (e.g., sustainability).
- Create limited-edition appeal Many successful collaborations, like Chunky Dunky and Doritos Locos Tacos, use exclusivity and novelty to drive demand.
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Conclusion
Unconventional brand collaborations in the FMCG sectors have proven time and time again to be a potent strategy for driving business success. Whether it’s Taco Bell pairing up with Doritos to create a viral product or Coca-Cola and Heinz working together on eco-friendly packaging, these partnerships lead to new opportunities, increased brand visibility, and deeper customer engagement. By thinking outside the box and finding the right partner, brands can innovate and create memorable experiences that resonate with consumers, solidifying their place in the market for years to come.