As brands aim to create meaningful limited edition collections, many notable unexpected brand collaborations have emerged that highlight the unique opportunity for surprising consumers. Such brand partnerships often serve as an ample opportunity for either brand to educate the other's fan base on their product offering.
One winning example of an unexpected brand collaboration is the Curiosity Lager, a limited edition craft beer created for Vancouver-based lululemon by the local team Stanley Park Brewing. While one may not at first associate beer with yoga, the collaboration honed in on a particular subset of fans and gave them an exclusive, meaningful experience with the product.
A gainful opportunity for both brands involved, unexpected brand collaborations help marketers create organic buzz around a product while forcing two fan bases to crossover.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
