Make your audience say 'WTF?' but in a good way

I love an odd pairing.

When you see a couple and you’re like, 'huh, never would have called that.'

I feel like that’s such a testament to the power of an odd collaboration, you know? Like it shouldn’t work but it does.

And the same can be said with unexpected brand collabs. The ones that make you stop and go 'wait wtf?' are often the best. Because they make you stop.

When it comes to standing out from the crowd, there’s so much power in doing something unexpected.

Unusual collabs are also a genius way of cross-marketing to two sets of audiences. It's basically doubling your brand’s reach and exposure with each unlikely campaign. By teaming up with unlikely counterparts, brands can leverage the strength of one another.

Not only that, but it can lead to products that are super unique and fun.

But, is there a line between relevance and obscurity? Adweek believes finding the balance between the two is the secret sauce for collab success.

'The collab needs to make a certain level of sense as well as [be] something that consumers would engage with, yet it’s also vital to provide a level of shock value,' says David Wigglesworth, Executive Creative Director at Grey London.

David was recently responsible for a partnership between MAC Cosmetics, and Lick, a home décor start-up. The collaboration brought with it ‘Black 40’, a jet-black paint, that came with a limited-edition lipstick.

And it was the perfect example of 'making sense' with a splash of shock value.

Their process for seeing whether a collab will work? Simple. They just ask, 'Does it feel right, and are we excited by it?' said Wigglesworth.

A great collab is about two brands that have a shared goal of wanting to push the boundaries but exist in different playing fields.

Another example of this is Chipotle and Wonderskin’s lip stain.

Yes, you heard that right. And yes, it puts a shudder down my spine also.

The limited edition burrito-proof Peel and Reveal lip stain – or Lipotle – was launched on National Avocado Day. It generated 43 million impressions on Instagram and TikTok, and 1.1 billion earned media impressions.

When e.l.f. Beauty partnered with Liquid Death to create a makeup collection, it sold out in 45 minutes. The launch generated 12 billion impressions and won bronze and Cannes Lions.

So, what’s a brand to do?

How do we successfully identify and execute unexpected brand collaborations with success and finesse?

Firstly, find shared values, not industries. 

Look beyond the typical industry overlaps and instead focus on shared values or goals. Brands from completely different sectors can still align if they share a core purpose. This could be something like sustainability, creativity, or pushing boundaries.

For instance, Chipotle and Wonderskin both catered to their audiences by creating a quirky, functional product. So begin by listing your brand’s key values. Then, seek partners who share those—even if they operate in a completely different space.

Balance shock value with relevance. 

This is so important, because your collaboration needs to still make sense. A successful collaboration should surprise but still feel natural to consumers. The combination should make people pause and think, 'Why didn’t I see that coming?' An odd pairing needs just enough logical synergy.

For instance, MAC and Lick found common ground in colour expression, despite being from different industries. Vet your ideas by asking, 'Would this make people do a double take?' while also ensuring there’s a meaningful connection between the brands.

Leverage special events or trends. 

Timing is everything, as they say, and the right timing can elevate an unexpected collaboration. Collaborate around special events, holidays, or viral trends to capture attention and provide immediate relevance.

Chipotle’s National Avocado Day collaboration with Wonderskin capitalised on a key event. This added urgency and context to the campaign. So identify opportunities like product launches, social media trends, or holidays that your brand can use as a backdrop for the unexpected pairing.

Alice Cooper and The Muppets, vanilla ice cream and olive oil, Kim Kardashian and Pete Davidson, you and the guy you never thought you’d find hot in a million years.

Some things just don’t make sense, until they do. Then you wonder how you ever knew a world without them.

Either way, pairings like this are going to turn heads.

-Sophie, Writer