Cross-Category Collaboration

Brands tap into adjacent industries to create unexpected products

Implications - Seeking to surprise and delight consumers, brands are venturing outside their comfort zone to partner up with those in completely adjacent markets. Not only something that smaller brands are venturing into, big-name brands are making the move to tap businesses and influencers from outside industries as well as a means to diversify their market reach. From fast food brands joining forces with toy retailers to mainstream sneaker companies collaborating with celebrity chefs, brands are making big moves to rebrand themselves in ways that their consumers are not expecting.
SCORE 7.8
Popularity
Activity
Freshness
Megatrends
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59,833 Total Clicks
Jun 17 - Jul 18
This Month and Warm
Marketing
Featured Examples
Restaurant Sneaker Purchases - Nike's Momofuku Sneakers Can Only Be Purchased by a Photo of the Menu
SCORE 8.3
Hot 8,812 Clicks Pub: Jun 26, 17
Restaurant Sneaker Purchases
Nike's Momofuku Sneakers Can Only Be Purchased by a Photo of the Menu
Nike’s Momofuku sneakers were released yesterday and the sporting giant unrolled a new way to purchase the shoes for the release. Those looking to pick up a pair of these exclusive shoes... [More]
Millennial-Targeted Glitter Lip Balms - Glossier and Momofuku Milk Bar Created Birthday Balm Dotcom
SCORE 7
Warm 1,763 Clicks Pub: Jun 14, 17
Millennial-Targeted Glitter Lip Balms
Glossier and Momofuku Milk Bar Created Birthday Balm Dotcom
Since many Millennial beauty consumers grew up applying glitter lip balms, it seems fitting that Glossier’s newest Balm Dotcom variety reinvents the nostalgic cosmetic for grown-up audiences.... [More]
Apparel-Branded Hotel Events - This Hotel is Throwing Events with Abercrombie and Fitch
SCORE 7.4
This Month and Warm 200 Clicks Pub: Jul 16, 18
Apparel-Branded Hotel Events
This Hotel is Throwing Events with Abercrombie and Fitch
Sbe is a hospitality company that’s aiming to engage its clients in an entirely new way by throwing events with Abercrombie and Fitch. The new partnership has resulted in a series of... [More]
Exclusive Fast Food Plushies - The Kidrobot x Shake Shack Collection Features Food-Themed Characters
SCORE 6.4
This Year and Warm 1,203 Clicks Pub: Sep 11, 17
Exclusive Fast Food Plushies
The Kidrobot x Shake Shack Collection Features Food-Themed Characters
The Kidrobot x Shake Shack collection was recently launched as part of the brand’s popular Yummy World range—a collection of food-inspired stuffed animal characters. Consisting of menu-... [More]
Co-Branded Food Delivery Robots - Top Chef x Postmates Robots Delivered Food in Los Angeles
SCORE 4.4
This Year and Average 529 Clicks Pub: Dec 19, 17
Co-Branded Food Delivery Robots
Top Chef x Postmates Robots Delivered Food in Los Angeles
To celebrate the return of Top Chef’s new season, exclusively on Bravo, Postmates sent out Top Chef x Postmates food delivery robots in the Los Angeles area. For a limited time around the... [More]
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