Unlikely brand collaborations have and are popping up everywhere in 2024, and they’re making us scratch our heads. From Lipton Ice Tea dropping a creamy yellow hat with Cruel Pancake, to McDonald’s going completely off-script with Hamburglar-themed Crocs, these partnerships are as wild as they are eye-catching.

But here’s the thing: these unexpected brand pairings aren’t just attention-grabbers—they’re working. With the average person is exposed to 4,000 to 10,000 ads a day, it’s tough for brands to break through. Unlikely brand collaborations, however, are pulling it off by creating the kind of buzz that you can’t help but share.

Why Unlikely Brand Collaborations Are Making Waves

If you thought Chipotle was all about burritos, think again. They partnered with Wonderskin to create a Lipotle lip stain. Yup, a lip stain that supposedly smells like your favorite guac. Or take NYX Professional Makeup teaming up with chef Gordon Ramsay to design a blush inspired by his cake recipes. Yes, cake-inspired makeup is a real thing now.

But why are brands going for these crazy collabs? Simple. It’s a clever way to tap into new audiences. By partnering with unexpected brands, companies are breaking free from their niches and landing in front of a wider crowd. Unlikely brand collaborations offer just enough “WTF” factor to make you curious—and curiosity sells.

Shock Value Meets Sales: The Perfect Storm

Unlikely brand collaborations grab attention, but they also make consumers pause and think: “Wait, what?” That’s exactly what happened with e.l.f. Beauty and Liquid Death when they dropped a coffin-shaped makeup kit called Corpse Paint. The response? A massive sellout in 45 minutes, plus 12 billion impressions. That’s billion, with a B.

The secret sauce here is shock value. These brands are taking risks to do something people have never seen before. So, when Dunkin’ teamed up with Scrub Daddy for a sponge, or Anya Hindmarch served Heinz Baked Beans ice cream, they weren’t just being silly—they were creating unforgettable moments.

Unlikely Brand Collaborations Are All About Going Viral

It’s not just about getting a laugh or leaving you confused. Unlikely brand collaborations are designed to make waves on social media. Gen Z and Millennials love anything that feels fresh, different, and a little bit out there. That’s why collaborations like these work so well: they’re tailor-made for the meme economy.

Take Velveeta, for example. Their “La Dolce Velveeta” campaign involved a scented nail polish with Nails Inc. and a cheesy martini with BLT Restaurant Group. You can almost picture the Instagram Stories—complete with a few “OMGs” and “WTFs.” The result? Velveeta is now trending with Gen Z, a demographic they couldn’t touch before.

Unlikely Brand Collaborations That Actually Boost the Bottom Line

It’s easy to dismiss these collaborations as PR stunts, but there’s real money behind them. Anya Hindmarch’s Ice Cream Project might sound like a publicity grab—who wants ice cream that tastes like baked beans? Turns out, a lot of people do. This ice cream experiment has helped the designer increase revenue by over $5 million.

Or look at e.l.f. Beauty, whose bizarre partnerships have driven 22 consecutive quarters of sales growth. While traditional marketing often struggles to hold attention, these collaborations capture imaginations—and wallets. When brands like Chipotle see a 43-million-impression bump, you know something’s working.

Gen Z Craves Unlikely Brand Collaborations

Gen Z is a tough crowd to please. They see right through boring marketing and want something authentic—something that breaks the mold. That’s why unlikely brand collaborations are such a hit. They blend humor, absurdity, and a sense of surprise, making them a natural fit for TikTok and Instagram.

But more than just being fun, they’re about creating a connection. Velveeta’s cheesy martini might seem ridiculous, but it’s sparked a new wave of interest. Now, the brand isn’t just “that gooey stuff your grandma likes”—it’s a player in the meme game. And for Gen Z, that’s as good as gold.

Why Unlikely Brand Collaborations Matter

Unlikely brand collaborations aren’t just a flash in the pan. They’re a clever way to grab attention, stand out, and get people talking. Sure, some of them make zero sense. (A Lipotle lip stain? Really?) But that’s the point. When done right, these partnerships blend humor, shock, and relevance—something traditional ads can’t achieve.

So the next time you see a bizarre collab pop up on your feed, don’t roll your eyes. Take a second to appreciate the sheer guts it took to make it happen. Because in a world where 10,000 ads compete for your attention daily, only the wildest, weirdest ideas survive.

And that’s exactly what makes unlikely brand collaborations the secret weapon of 2024.

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The Back to School Opportunity

The Back to School season is a three-month-long window divided into three distinct phases, allowing brands to target their messaging effectively. It spans from July 1 to October 3, making up 13 weeks of potential engagement across various categories.

Phase 1: Pre-Promotional (July 1 – August 15)

25% of conversations around B2S occur during this early phase, with a primary focus on driving awareness. This phase is crucial for establishing top-of-mind brand presence, particularly in sectors like school supplies and apparel, which account for 79% of posts.

• 94% of content during this phase is brand-driven, with influencers contributing just 6%. Despite this, influencer posts yield engagement rates that are 29x higher per post compared to brand posts.
• A significant opportunity exists for food brands, as community interest in food content (10%) exceeds the current brand presence (8%).

Phase 2: Promotional Peak (August 16 – September 5)

This is the most active period, accounting for 57% of Back to School related conversations. Promotional content dominates during this phase, with 50% of posts mentioning promotions such as discounts, bundle deals, and giveaways.

• Food content increases significantly as parents prepare lunchboxes for the upcoming school year, with posts on recipes and lunchbox prep 3x more common than in phase 1.
• Influencers see a 13% rise in their presence compared to phase 1, expanding the marketing reach for brands. TikTok and Instagram remain key platforms, with TikTok driving higher engagement despite fewer posts than Instagram.

Phase 3: Post-Promotional (September 6 – October 3)

During the final phase, 18% of conversations revolve around product utility, focusing on the practical use of B2S products, particularly food-related content (Page 18).

• Food brands take center stage, as 52% of content during this phase is food-related, up from 29% in phase 1 (Page 20). Influencers continue to play a pivotal role, particularly those focused on food and lifestyle, making this phase ideal for content related to lunchbox prep and easy recipes.
• Engagement remains steady, as influencers help consumers transition into the new school year by sharing practical tips and product uses.

Platform Preferences: Instagram vs. TikTok

While Instagram generates 14x more posts than TikTok during the B2S season, TikTok drives 5x higher engagement. This highlights the importance of using both platforms strategically. Instagram is more product-focused, with a stronger presence of school supplies and apparel, while TikTok thrives on food and lifestyle content, particularly in the later phases.

Actionable Insights for Brands

• Maximize Phase 1: Brands should invest more in awareness-driven campaigns early in the season, especially in underrepresented categories like food.
• Capitalize on Phase 2: Promotional content and influencer collaborations can drive significant engagement during this peak period. Consider bundling deals and exclusive offers to capture consumer interest.
• Focus on Utility in Phase 3: As parents settle into routines, brands should focus on promoting the practical use of their products. Content related to food, especially easy lunchbox recipes, can resonate strongly with parents.

The 13-week Back to School season provides multiple opportunities for brands to engage with their audiences in meaningful ways. By understanding the nuances of each phase and leveraging key platforms like Instagram and TikTok, brands can tailor their strategies to maximize engagement and conversion. Whether it’s driving awareness in the early phase or offering practical tips post-school start, the key lies in being responsive to consumer needs at every step of the journey.

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The Power of Two Icons: Coca-Cola Zero Sugar Oreo Takes the Stage

When you think about it, this collaboration is a match made in snack heaven. Coca-Cola has been a household name for over a century, while Oreos have been the go-to cookie for generations. Separately, they’re titans of the snack industry, but together? They’re unstoppable. The refreshing beverage brings together the best of both worlds—a drink that’s refreshingly fizzy with the rich, creamy taste of an Oreo cookie. It’s a combination that might sound odd at first, but once you try it, you’ll wonder why this hasn’t been done before.

This collaboration isn’t just about creating a new product; it’s about showing the world what’s possible when two mega-brands join forces. The Coca-Cola Zero Sugar Oreo is more than a drink; it’s a testament to the power of collaboration in today’s competitive market.

For marketing and PR professionals, this is a prime example of how two strong brands can leverage each other’s strengths to create something truly unique and buzzworthy.

Why Coca-Cola Zero Sugar Oreo is a Marketing Masterstroke

The Coca-Cola Zero Sugar Oreo isn’t just a novelty item; it’s a marketing masterstroke that’s shaking up the snack world. In an era where consumers are constantly bombarded with new products, standing out is no easy feat. Yet, the Coca-Cola Zero Sugar Oreo has managed to capture the attention of snack lovers and brand enthusiasts alike. The secret? A perfect blend of nostalgia and innovation.

By combining the classic taste of Coke with the beloved flavor of Oreos, this collaboration taps into consumers’ emotional connections with both brands. It’s not just a drink; it’s an experience. For marketers, the Coca-Cola Zero Sugar Oreo serves as a powerful reminder of the importance of brand equity and the potential impact of strategic partnerships.

This is the kind of collaboration that makes waves in the industry, setting a new benchmark for what’s possible in the world of brand marketing.

What This Means for Future Brand Collaborations

The success of the Coca-Cola Zero Sugar Oreo is likely to inspire a wave of new collaborations as brands look to replicate its success. But what makes this partnership so special? It’s the perfect alignment of brand values and consumer appeal. Both Coca-Cola and Oreo have strong, recognizable identities, and their collaboration feels natural, not forced. This is a crucial lesson for marketing and PR professionals—authenticity is key when it comes to brand partnerships.

The Coca-Cola Zero Sugar Oreo collaboration also highlights the growing trend of limited-edition products, which create a sense of urgency and exclusivity among consumers. This is a tactic that more brands are likely to adopt as they seek to stand out in an increasingly crowded marketplace.

For marketing professionals, the Coca-Cola Zero Sugar Oreo serves as a case study in how to execute a successful collaboration that not only generates buzz but also drives sales.

The Impact on Consumer Behavior

One of the most fascinating aspects of the Coca-Cola Zero Sugar Oreo collaboration is its impact on consumer behavior. Limited-edition products like this one create a sense of scarcity that drives demand. Consumers know that once it’s gone, it’s gone, which motivates them to act quickly. This is a powerful tool in the marketer’s arsenal, and the Coca-Cola Zero Sugar Oreo is a perfect example of how to use it effectively.

But it’s not just about scarcity; it’s also about the emotional connection that consumers feel with both brands. The Coca-Cola Zero Sugar Oreo taps into a deep well of nostalgia, reminding consumers of the joy they felt when they first experienced the classic taste of Coke or the simple pleasure of dunking an Oreo in milk. This emotional appeal is what makes the Coca-Cola Zero Sugar Oreo more than just a drink—it’s a cultural moment.

Coca-Cola Zero Sugar Oreo Sets a New Standard

This collaboration is a bold move that’s shaking up the snack world and setting new standards for brand partnerships. This limited-edition flavor is more than just a marketing gimmick; it’s a testament to the power of collaboration and the importance of staying true to your brand’s identity.

For marketing and PR professionals, the Coca-Cola Zero Sugar Oreo is a shining example of what’s possible when two iconic brands come together to create something truly special.

So, whether you’re a fan of Coke, Oreos, or just love seeing brands push the envelope, the Coca-Cola Zero Sugar Oreo is a product you won’t want to miss. It’s not just a drink; it’s a game-changer.

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Employee generated content (EGC) is like that unassuming intern who turns out to be a tech wizard capable of rescuing your entire digital empire. It’s the dark horse of marketing strategies, turning your average employees into brand-building gladiators. Here’s the lowdown on why unleashing this beast is akin to discovering your office coffee machine also makes gourmet pizza.

What is This Wizardry Known as Employee-Generated Content?

Imagine this: your employees stop being meek inhabitants of cubicle land and start being the storytellers of your corporate saga. Employee generated content is what happens when these everyday folks get hold of a keyboard or a camera — suddenly, your brand narrative is being spun by the very people who keep the wheels turning.

It’s not just a behind-the-scenes peek; employee generated content gives you an all-access pass to the ‘real’ soap opera that is your workplace. And let’s be honest, in the grand reality show of life, who doesn’t love a bit of unscripted drama?

Why Should You Care About EGC? (Yes, It’s an Acronym Now)

Authenticity: Or How to Not Look Like a Corporate Robot

In a world where trust is harder to find than a quiet spot at Starbucks, authenticity is the golden ticket. Employee generated content lets your team do the talking, which is far more believable than your billion-dollar ad campaign proclaiming, “We’re the good guys, honest!” Think of it as the difference between a heartfelt indie film and a blockbuster that spends millions to convince you it’s heartfelt.

Engagement: It’s Like Office Yoga but Less Awkward

Engaging employees through content creation is like turning the office into a brainstorming festival. Everyone’s involved, morale’s through the roof, and even Bob from accounting cracks a smile. This isn’t just about making them feel like part of the furniture — unless, of course, that furniture is a throne. When people are involved, they invest, and not just in ergonomic chairs. They invest emotionally in your brand’s success.

How to Get Your Team Aboard the EGC Express

Getting your team to produce content is easier said than done, right? Wrong. It’s as easy as convincing a toddler that broccoli is candy — you just need the right incentives.

Start by sharing the dream — the vision where everyone’s a content creator. Then, sweeten the deal. Think beyond cash bonuses; why not offer an extra day off to binge-watch their favorite series or a chance to be the face of the company’s TikTok debut? The key is to make participation as tempting as skipping a Monday morning meeting.

Recruitment: Casting a Wider Net with EGC

Using Employee generated content for recruitment is like using a fishing net instead of a rod — you catch more and better fish. Prospective hires see your team’s content and think, “I want in on that sitcom.” It’s the workplace equivalent of having the cool house where everyone wants to hang out because the snacks are great and the company’s even better.

Cisco wasn’t just playing around when they turned their team loose on content creation. They saw a whopping surge in interest — think Beatles-mania but for job applications. If that’s not a recruitment revolution, I don’t know what is.

Wrapping It Up: Why EGC Might Just Be Your Best Mate

In sum, Employee generated content is the underdog tactic that could end up being the hero your brand needs right now. It’s about turning the mundane into the magnificent and the everyday into the extraordinary. It’s not just about selling a product or a service; it’s about selling a story — and who better to tell that story than the people who live it every day?

So, give your employees the mic, sit back, and watch as they become the unexpected champions of your brand’s universe. After all, in the dizzying world of business, who doesn’t want a team of superheroes in their corner? Ready to unleash the power of EGC? Your brand’s future might just depend on it.

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Fancy learning about using nostalgia perfectly? Well, pull up a chair, because I’m about to take you back to a time before your smartphone was considered a vintage collectible. WrestleMania 40 wasn’t just a wrestling event; it was a nostalgia-packed extravaganza that could teach even the savviest marketers a thing or two.

The Art of Iconic Comebacks

Imagine using nostalgia perfectly as bringing back the greatest hits of your youth, but with more spandex. WrestleMania 40 did just that by rolling out not just any wrestlers, but legends like The Undertaker and John Cena. Think of it as your favorite 80s band reunion tour, except the band members can still do a somersault.

And what’s better? They even teased a Stone Cold Steve Austin cameo by playing his theme song at exactly 3:16, only for him not to show up—because who doesn’t love a bit of trolling with their nostalgia?

Emotional Rollercoasters Aren’t Just for Teen Dramas

Now, let’s talk emotions, and no, not the ones you hide from your therapist. WrestleMania 40’s masterstroke was Cody Rhodes’ storyline. It wasn’t just about wrestling; it was a tale of redemption, grit, and a guy who left, came back, and won the big one. It’s like that college friend who dropped out, started a tech company, and is now trying to reconnect at reunions.

Hook your audience by turning your brand story into something that would make even the toughest wrestling fan shed a tear—or at least pretend they’ve got something in their eye.

Mixing the Old Potions with New Brews

Using nostalgia perfectly means you’re not just dusting off the oldies; you’re remixing them into today’s hits. WrestleMania smartly paired legends with new stars, creating a lineup that catered to both die-hard fans and TikTok enthusiasts.

Think of it as making a playlist that has both your dad’s favorite Rolling Stones hits and your favorite Billie Eilish tracks. It’s all about balance, and making sure everyone at the party thinks you’ve got awesome taste in music.

Multigenerational Marketing: Not Just a Buzzword

This event was like a Thanksgiving dinner where every generation finds something to talk about besides politics. Using nostalgia perfectly at WrestleMania meant that both the fans who used to tape matches on their VCRs and those who tweet every move saw their favorites shine.

So, tailor your message to speak to both boomers and zoomers—everyone should feel like they’re part of the story, not just an awkward plus-one at a wedding.

Create Moments, Not Just Memes

The visual of Cody Rhodes being hoisted by his peers after his victory? That’s the stuff of marketing legend. It’s not just a win; it’s a statement. It’s like capturing the perfect sunset, except it’s a giant man in tights and everyone’s cheering for him.

In your campaigns, strive to create moments that are snapshot-worthy. This isn’t about crafting a meme that dies in a week; it’s about making history, or at least, a really good Instagram post.

There you have it. Using nostalgia perfectly isn’t just about making people remember the good old days; it’s about making them feel like they’re reliving them in HD. WrestleMania 40 did just that, and now it’s your turn. Just remember, it’s not about how old the story is; it’s about how you tell it. Make it so good that even your audience’s grandkids will want to tweet about it someday.

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The pursuit of effective personalization is a major endeavor for marketers worldwide, particularly in the GCC—a region characterized by rapid digital growth and high consumer expectations. Despite the clear advantages of personalization, such as improved customer engagement and increased revenue, many marketers find themselves struggling to implement these strategies effectively.

The Importance of Advanced Technology in Personalization

Personalization’s foundation is built on robust, advanced technology. Deloitte’s latest insights reveal that proper investment in technology is crucial for crafting messages that resonate on a personal level, significantly enhancing organic revenue growth (Deloitte CMO Survey). This requirement is accentuated in the GCC, where consumers switch seamlessly between devices and demand consistent, personalized interactions across all platforms. The failure to integrate these technological advancements often leads to the first major pitfall where marketers fail at personalization.

Extensive research, involving millions of consumer interactions, shows that successful personalization can enhance conversion rates by up to 37%. Supporting this, McKinsey reports that companies experiencing high growth obtain significantly more revenue from personalization compared to their slower-growing counterparts (McKinsey & Company). This highlights the potential and the stakes involved in personalization, particularly in a diverse market like the GCC.

Yet, despite these potential benefits, the gap in necessary resources and technology as highlighted in the CMO Survey indicates a significant barrier to effective personalization. Many marketers in the GCC feel they lack the tools and capabilities required to succeed, which brings us to the prevalent misconceptions in the industry.

Debunking Common Misconceptions About Personalization

Several myths surrounding personalization significantly hinder its effective implementation:

1. Data Privacy and Personalization Hurdles Concerns about stringent data privacy regulations and the end of third-party cookies loom large. However, effective personalization doesn’t require invasive data practices. Basic information such as device type and location can be used to significantly enhance the user experience. This is particularly effective in the GCC, where adaptive content can leverage regional preferences and behaviors, debunking one of the primary reasons why marketers fail at personalization.
2. The Myth of Prohibitive Costs It’s a common misconception that personalization necessitates vast arrays of unique experiences, presumed to be costly and resource-intensive. In reality, impactful personalization can be achieved through strategic, simple modifications tailored to user interactions. These cost-effective methods are vital in the GCC, where economic diversification and digital transformation are priorities.
3. Perceived Lack of Expertise The belief that current marketing teams lack the skills needed for effective personalization is another major barrier. However, teams that actively use customer feedback to drive adaptations in their marketing strategies are typically well-equipped to implement successful personalization initiatives.

Local Dynamics and Personalization Success in the GCC

In the GCC, leveraging local dynamics significantly enhances personalization efforts. The region’s marketers can tap into its extensive social media usage, where local influencers significantly impact consumer preferences. By collaborating with these influencers, marketers can craft personalized marketing messages that resonate deeply with their audience, effectively bridging the gap between global brands and local consumers.

Additionally, incorporating insights specific to consumer behavior in the GCC allows marketers to fine-tune their personalization strategies, ensuring they are culturally relevant and more engaging. This localized approach not only improves the relevance of marketing efforts but also helps marketers in the GCC steer clear of the common pitfalls associated with marketers fail at personalization.

Future Directions for GCC Marketers

As the digital landscape in the GCC continues to evolve, so too must the approaches to personalization. Marketers who embrace innovative technologies and integrate comprehensive, region-specific insights into their strategies will be best positioned to turn the challenges of personalization into opportunities for growth.

Understanding why marketers fail at personalization and addressing these issues with informed, strategic actions will be crucial for marketers aiming to capitalize on the digital opportunities within the GCC. By enhancing their technological capabilities, leveraging targeted consumer data, and embracing local market dynamics, marketers can transform personalization from a formidable challenge into a significant competitive advantage.

For marketers in the GCC looking to excel in personalization, it is essential to debunk myths, utilize advanced technologies, and integrate local insights into broader marketing strategies. These steps will not only mitigate the common reasons for failure but also pave the way for innovative and successful marketing practices in the region.

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