Expect the Unexpected!
How many times have you been recommended a combination - whether it be food, fashion, or anything else - that didn't seem like it would be a good idea...but it turned out to be a hit? If you've ever been pleasantly surprised by something you originally had some doubts or curiosities about, this blog is for you.
No matter the industry a brand operates in or the audiences it serves, brand partnerships are a great way to build awareness, interest, and loyalty for a product or service in new and existing consumers while also generating major press for the brands involved. In this blog, Hollywood Branded highlights four of their favorite unexpected brand partnerships that showcase how two seemingly unrelated brands can come together to create something unique, exciting, and memorable.
Why do Brand Partnerships Matter?
Brand partnerships have become an increasingly popular way for companies to achieve their business objectives while also accumulating numerous other benefits such as increased brand awareness, new revenue streams, access to new markets, and enhanced brand image. By partnering with a respected and well-known brand, companies can leverage each other's strengths to create effective marketing campaigns, launch co-branded products, and expand their reach to new audiences. In this context, brand partnerships have emerged as an effective tool for companies to achieve their marketing goals and build stronger relationships with customers. Brands can also generate further buzz by developing partnerships that audiences are not expecting.
Nike x Ben & Jerry's
Nike is one of the most recognizable and beloved brands of all time, and it's home to numerous iconic products within its footwear, apparel, equipment, and accessories lines. Of all of its products, Nike is most well-known for its basketball sneakers, particularly the Air Jordan (named after basketball icon Michael Jordan) and Air Force 1.
Similarly, Ben & Jerry's is one of the most recognizable brands in the food industry, and it's applauded for its creative ice cream, frozen yogurt, and sorbet flavors (such as Cherry Garcia and Fish Food), as well as for its sustainability initiatives.
In early 2020, Nike and Ben & Jerry's teamed up to design a limited-edition dunk-style sneaker that was inspired by the color palette of Ben & Jerry's ice cream flavor Chunky Monkey. The shoe was named the Chunky Dunky, and originally sold for a $100 retail price. Because the shoes were such a big hit, they are still being sold today on sneaker-resell sites like GOAT and StockX for thousands of dollars! While one typically wouldn't think to pair food and fashion, Nike and Ben & Jerry's concocted a brand partnership that was quite delicious.
Photo Credit: Restocks.com
Chipotle x E.L.F. Cosmetics
American fast food chain Chipotle is beloved by fans for its quick service, diverse offerings, and vegetarian-friendly menu - even if it means fans have to pay extra for guac. With their tin bins of offerings and scoop-and-serve style, customers can easily customize their meals to be perfect for their cravings.
In comparison, E.L.F Cosmetics (Eyes. Lips. Face) is an American cosmetics brand that specializes in makeup products and application tools, skincare, and bath products that consumers can utilize to bring their creative visions to life and improve their self-care. The company is lauded for its high-quality products that are simultaneously affordable and easily accessible via stores like Target, Walgreens, and CVS.
In early 2021, Chipotle and E.L.F. Cosmetics joined forces to design a limited-edition makeup collection featuring an eye shadow palette, a lip gloss, and a makeup sponge set. The eye shadow palette was curated to resemble the tin bins of beans, rice, meat, veggies, and more found at Chipotle; the bright red lip-plumping gloss was created to resemble spicy salsa; and the two makeup sponges were released in two shades, and sizes so when combined, they would resemble an avocado! Together, the entire collection retailed for $34, and it was promoted with copywriting such as "Eyes. Chips. Face," as well as promoted by beauty influencers like James Charles. Although operating in different industries, Chipotle and E.L.F. Cosmetics came together to promote the shared values of creativity and customization.
Photo Credit: E.L.F. Cosmetics
Photo Credit: E.L.F. Cosmetics
Photo Credit: E.L.F. Cosmetics
Photo Credit: James Charles
Glossier x BarkBox
Glossier is a makeup and skincare brand launched in 2014 that quickly gained a cult following and reached Unicorn status only five years later. Known for their high-quality formulas, packaging, and shade ranges, the brand has become a favorite for makeup and skincare lovers alike - especially influencers in Los Angeles who can visit the Glossier store in-person on Melrose Avenue in West Hollywood.
In contrast, BarkBox is a monthly-subscription service launched in 2011 that provides dog products, services, and more. Their subscription model allows owners to tailor subscription box toys, treats, and other fun goodies to their furry friend, and subscribers can also sign up to received themed boxes curated by the BarkBox team.
In mid-late 2019, Glossier and BarkBox paired up to release dog toys inspired by Glossier's Balm and Brow products. The toys featured squeakers, soft fluffy interior, and crinkle material, creating a fun and posh play-time experience for the furry friends who received the toys in their box. The partnership generated massive online attention from dog influencers and received further exposure through platforms like Cosmopolitan, The Cut, Marie Claire, US Weekly, and more.
Photo Credit: BARK
Photo Credit: BARK
Photo Credit: Bustle
Airbnb x Barbie
Airbnb (est. 2008) is a short-term lodging and experience company that has become a top consumer choice for both business and personal stays. Whether someone needs a cozy cottage in the woods, a quaint apartment in the city, a mansion property in the hills, or even an isolated desert rental that resembles a spaceship, Airbnb has thousands of listings for people to find their perfect home-away-from-home. Today, operating an airbnb has become a popular way to generate a second stream of revenue, and airbnb lodging has also become popularized for frequent travelers, Bachelorette parties, honeymoons, and more.
In comparison, Barbie (est. 1959) is one of the most beloved and well-known brands to ever exist. Barbie produces fashion dolls - with their most popular doll being the blonde-haired blue-eyed Barbie - and they also create complementary accessories such as changeable clothing, cars, and the iconic Barbie Dream House (which is a two-story dollhouse complete with a fully operational elevator and furniture pieces that can be rearranged).
To celebrate Barbie's 60th anniversary in 2019, Airbnb and Barbie teamed up to decorate a beachside Malibu mansion into a life-size Barbie Malibu Dreamhouse where one lucky guest and their friends could stay for $60 a night, enjoy a one-on-one fencing lesson, and take part in meet-and-greets with celebrity hair and makeup artists. Although the life-size Barbie Malibu Dreamhouse Airbnb was only around for a limited amount of time, it was an opportunity for those who snagged a rental period there to live out their childhood dreams.
Photo Credit: Airbnb
Photo Credit: Airbnb
Photo Credit: Airbnb
Photo Credit: Airbnb
Photo Credit: Airbnb
Eager To Learn More?
These four listings are just a few examples of how brand partnerships can bring numerous benefits to companies such as increased attention, creative synergy, enhanced brand image, broader customer reach, and increased revenue.
To learn more about brand partnerships through blogs that the HB team has written, check out the links below:
- Favorite Brand Partnerships from 2023 Webby Nominees
- The Future of Branded Content Partnerships in Hollywood
- Ant-Man and the Wasp: Quantumania Brand Partnerships
- How To Leverage Fan Communities For Brand Partnerships
- The Secrets To Successful Brand Partnerships
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