Jameson CampAdvising on AI and GTM | 2x Exits

The best brand collaborations are unexpected ones

9 Oct 2022 · 1 min

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In this short video, the speaker argues that the most effective brand collaborations are those that are surprising yet cohesively branded, resulting in products that appeal to the overlapping audiences of the partner brands. As a case study, they highlight Vacation Inc., a brand known for its 1990s‑themed aesthetic and sunscreen, teaming up with Prince, a tennis equipment company, to create a scented candle that evokes summer and the scent of freshly uncanned tennis balls, along with complementary merchandise such as a hat. The speaker emphasizes that the collaboration succeeds because it blends unexpected brand pairings with strong visual and sensory branding while delivering a usable product that fans of both brands are likely to purchase.

Chapters

The best collabs are ones you would never expect. And so right here we have Vacation Inc., which just does amazing branding. They're like a community. Everything is '90s themed. And they partnered with Prince, the tennis company, to put together a scented candle that reminds you of summer and tennis balls. Featuring notes of freshly uncanned tennis balls. And then here's obviously some Prince and Vacation swag they put together. I actually will probably cop this hat. I'm a big fan of it. And here's just an example of Vacation. Their main product is a sunscreen, and they just again crush this aesthetic of early '90s and bring us back to nostalgic time. But again, the big takeaway here, you guys, I think is that the best brand collabs are totally unexpected, but are branded beautifully together and are actually usable products that people that are consumers of both are likely to want and buy anyway.