Brand partnerships are booming. From fast food stepping into entertainment worlds with Stranger Things and KFC’s limited edition burger to footwear brands joining forces with toy giants to create brick-shaped clogs that look more like a ‘triumph of novelty over success’. Marketers are increasingly looking beyond their category for cultural relevance.
And it’s understandable why. Audiences are fragmented, and trends move faster than most brand planning cycles can keep up with. Collaboration, on the surface, offers a shortcut and a way to tap into new audiences and show up in culture without having to build everything from scratch.
