Unexpected (Yet Kind of Brilliant) Brand Collabs of 2024

Buckle up, folks! This year has been a wild ride in the world of brand collaborations. We're talking about partnerships so unexpected, they make caviar on pizza seem like a natural choice. But here’s the kicker—these collaborations aren’t just shock and awe; they actually work and have us crowding the aisles and clamoring on social media for more (MORE, I tell you).

Brand collabs can be a strategic tool to reach new audiences, boost recognition, venture into limited product lines and occasionally stoke FOMO and frenzy (the chaos was real on those Starbucks x Stanley tumblers ). Let’s dive into some of the most surprising yet successful brand mashups of 2024 (so far) that prove opposites really do attract.

Erewhon x Vacation Sunscreen

Erewhon, the bougie health food store loved by celebrities, CMOs and wellness gurus, teamed up with Vacation Sunscreen, the brand known for its nostalgic 80s beach vibes. Together, they crafted the Erewhon Vacation Sunscreen Smoothie—because why not drink your sunscreen? This collaboration brings together Erewhon’s expertise in creating health-centric concoctions and Vacation’s playful, retro aesthetic. The smoothie, packed with skin-boosting ingredients like collagen and coconut water, has people sipping on sunshine while getting their daily dose of UV protection. Who knew protecting your skin could be this delicious? This partnership not only highlights the unexpected blend of skincare and food but also cleverly taps into the wellness lifestyle, drawing in curious health nuts and beach bums alike.

Dunkin' Donuts x Scrub Daddy

Just when you thought your morning couldn’t get any brighter, Dunkin' Donuts and Scrub Daddy join forces to create the ultimate clean-up crew for your kitchen. Yes, the brand that fuels your caffeine addiction has teamed up with the smiley sponge that makes dishwashing (almost) fun. The result? A limited-edition Dunkin'-themed Scrub Daddy sponge that’s shaped like a donut and infused with the scent of your favorite Dunkin' brew. It's the perfect way to scrub away the evidence of your late-night Chick-fil-A binge. This pairing is so weird, it works - adding a playful twist to household chores but also brilliantly expanding Dunkin's brand presence into the daily routines of their donut-loving customers.

Liquid Death x E.l.f.

Nothing says “refreshing” like a can of Liquid Death. Pair that with E.l.f. Cosmetics, and you’ve got a collaboration that’s spook-tacular (yep, we went there). Sure to attract the closeted heavy-metal lovers and goth-wannabes alike, the limited-edition makeup collection included cleverly branded, hydrating products like the “Thirst Quencher” face mist and “Deathly Glow” highlighter, bundled together in a coffin packaging (naturally). The collection sold out faster than you can say “rock me like a hurricane,” proving that when it comes to unexpected brand pairings, creativity knows no bounds.

Louis Vuitton x Timberland Louis Vuitton is no stranger to brand partnerships. After the 2017 collaboration with Supreme—a move that had the entire fashion industry clutching its pearls—the luxury fashion house has once again surprised us by joining forces with Timberland. After teasing us all with the LV Timbaland boot design , Pharrell’s collection featured high-end, rugged footwear that married Louis Vuitton’s iconic monogram with Timberland’s outdoor aesthetic. Think luxury hiking boots that you can wear to a formal event or on a trek through the wilderness (if you’re feeling extra). This partnership taps into the growing trend of functional fashion, blending luxury with streetwear, and appealing to fashion-forward adventurers everywhere.

Improv Prompt Exercise

To brainstorm your own off-the-cusp, strategic brand collaborations, try this improv exercise:

1. Gather your team and pick two random brand names from a hat.

2. Spend five minutes brainstorming a product or campaign that merges the unique elements of both brands. For instance, what would a collaboration between a fitness brand and an ice cream company look like? How about a tech giant and a pet food brand? The goal is to think creatively and identify unique value opportunities that can put you on the radar of new audiences and generate buzz.

3. Present the ideas to the group and be open to builds.

Need help brainstorming creative marketing ideas (like brand collabs ??) for your biz? Get in touch.

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