Let’s face it, there’s more brand collabs out there than anyone can count. Some are even speculating that the sheer number of them could be “diluting the hype” as they become more predictable. Which means if a brand wants Gen Z and Millennials to care about their collab, they’ve got to go out of their comfort zone and really grab attention. One of the best ways to do it is to team up with a brand no one would expect them to, for a product or campaign that ultimately taps into young consumers’ values and interests—and love of weird marketing. Some brands are seeing the value of unusual collaborations, and really leaning into it, whether it makes sense or not isn’t actually all that important. According to YPulse’s Pop Culture Redefined trend report, 24% of young people say their generation cares about “special product drops from celebrities / brands” as a pop culture moment, but those moments are happening constantly. And despite the fact that “limited edition” comes out...
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