In the brand marketing world, there’s always been a scramble to catch consumers’ attention. In a digital marketplace, jostling for position takes place moment by moment, and finding a hook that grabs the audience can make a game-changing difference for both new and established brands.
In this spirit, unlikely brand pairings are having a moment. Cross-industry collaborations are gaining momentum as brands look for fresh ways to earn new audience attention in an oversaturated market. A quirky matchup can spark curiosity, intrigue or delight—maybe even a viral moment. From beauty lines teaming up with cookie makers to fast food giants joining forces with toothpaste brands, the collision of categories is becoming a bona fide strategy rather than a passing stunt.
But as any CMO will tell you, “novelty” campaigns that catch fire quickly can also burn out fast. The marketing leaders of Senior Executive CMO Think Tank spend their days navigating the intersections of brand storytelling and customer psychology. They know that the real magic happens only when the bold and unexpected is grounded in something meaningful—alignment, authenticity and a reason for customers to care long after the initial surprise wears off. Here, a group of them shares what it really takes to turn a head-turning partnership into an enduring marketing advantage.
“C-suite leaders want to see tangible results, not just social buzz; successful partnerships must find the balance between creative flair and business outcomes.”
Balance Creativity And Bottom-Line Growth
Rachel Perkins, Founder and Chief Strategist of Venturesome Strategies, helps organizations translate business goals into actionable strategies that drive growth. She cautions that unconventional pairings that chase attention instead of impact may leave leaders with splashy promotions that fizzle as fast as they trend.
“For unconventional brand partnerships to deliver real impact, they must be more than headline-grabbing stunts,” Perkins says. “They need to be strategic and purposeful from the start.”
She stresses that while novelty and shock value may drive quick social engagement, those effects are often short-lived and rarely justify the investment when viewed through a business lens.
“When partnerships lack a clear connection to business goals or audience interests, there’s a risk of confusing or alienating key stakeholders,” Perkins says. “C-suite leaders want to see tangible results, not just social buzz; successful partnerships must find the balance between creative flair and business outcomes.”
Her message is clear: No matter how “cool” or “creative” a partnership may seem, it’s essential to stay focused on the end goal.
“Not every quirky or unexpected collaboration is right if it can’t be leveraged to drive measurable revenue generation and company growth.”
Strive for Status, Not Just Surprise
Amber Brown, SVP of Product and Marketing at Clario, has deep expertise in business-first marketing, with a focus on aligning product, brand and GTM strategy to drive measurable impact. Unsurprisingly, she views the allure of unexpected collaborations through a practical, customer-focused lens.
“The only unconventional partnerships that work are the ones that unlock a new kind of status for the customer,” Brown says. “Not reach. Not novelty. Status.”
Brown argues that the true test is whether a collaboration elevates the audience’s sense of self, noting that a successful partnership makes people feel savvier, bolder or ahead of the curve. Her top takeaway is clear: Being cute or creative isn’t enough.
“If both brands upgrade the customer’s social or psychological position, the partnership has staying power,” she says. “If it’s just a clever pairing, it dies after the headline.”
Spark Connection Through Contrast Grounded in Respect
Evan White, CMO of ERIN, has been in the brand-building business for nearly two decades. He argues that the best unlikely pairings don’t just make audiences look twice; they make them stay. He references Snoop Dogg and Martha Stewart—the duo no one expected, yet everyone embraced.
“On paper? They’re oil and Perrier. In practice? They’re pure magic,” White says.
He sees their collaboration as a blueprint for successful partnerships and a masterclass in how cultural contrasts can spark lasting connection.
“Beneath the novelty was something real: mutual respect, business savvy and a sense that their subcultures—hip-hop cool meets high-society calm—could bridge audiences in ways no solo brand could,” White says.
He adds that unconventional partnerships work when they’re rooted in shared values, complementary audiences and a willingness to lean into the unexpected—without forcing it.
“It’s not ‘random meets random’; it’s ‘legacy meets loyalty’ or ‘style meets substance,’” White concludes. “The best collabs feel like they shouldn’t work—until they do.”
“Successful unconventional partnerships don’t just combine products or audiences; they unite purposes and emotions.”
Anchor in Human Truth
Daryl Travis, Founder and Chairman of Brandtrust, literally wrote the book on tapping into customers’ emotions (Emotional Branding). He believes the heart of any enduring partnership lies in shared meaning. Surprise may open the door, but emotion keeps people walking through it.
“Novelty can win attention, but it’s shared meaning that earns enduring relevance,” he explains. “Partnerships succeed when they’re anchored in Human Truth—the emotional intersection between what people aspire to and what the brands genuinely stand for.”
While a beauty brand and a cookie company might seem like strange bedfellows, Travis says that if both tap into the same human desire—such as indulgence without guilt or the joy of self-expression—the partnership can feel connected and authentic rather than opportunistic.
“In short, successful unconventional partnerships don’t just combine products or audiences; they unite purposes and emotions,” he says. “They’re built on the shared Human Truths that connect people to brands and to each other.”
Build Belonging, Not Just Visibility
As the Founder of KUOG Corporation, specializing in supply chain and program management for both the Department of Defense and the private sector, Paul L. Gunn Jr. has experience with dual use and defense innovation partnerships. He says the real impact of a successful partnership comes from trust, empathy, compassion and purpose.
“When there is alignment between brands—brands that connect because they share a common emotional truth—it creates belonging, not just visibility,” Gunn says. “Such a bond sustains relevance.”
He adds that unconventional pairings tend to work well when there is an emotional link—and that unity drives more than just marketing.
“Partnerships grounded in shared values resonate at a human level and drive positive results,” Gunn says.
“Attention can be bought. Authenticity is won by relevance that continues beyond the campaign.”
Think Strategy, Not Shock Value
Melissa Sierra is a Certified Business and Executive Coach and Founder of Melissa Sierra Focal Point Coaching. She stresses that the best “untraditional” partnerships start with strategic alignment, not shock.
“As CMOs, our job is to have the partnership reinforce both brands’ core positioning and long-term equity,” she says. “When business and values are aligned, creativity is scalable instead of just going viral.”
For Sierra, the real test isn’t how “shocking” the partnership looks, but how seamlessly it helps brands climb the ladder to consumer trust and growth.
“Attention can be bought,” she says. “Authenticity is won by relevance that continues beyond the campaign.”
Turning Unlikely Pairings Into Power Plays
- Ground every bold idea in a business outcome. If a partnership can’t move the needle on revenue or growth, it isn’t worth the hype.
- Prioritize customer status over cleverness. Choose collaborations that elevate how customers see themselves rather than relying on novelty alone.
- Blend contrasting cultures with respect and purpose. Building on a foundation of mutual respect and shared values turns unlikely pairings into magnetic, enduring ones.
- Tap into shared Human Truth to create emotional resonance. Partnerships thrive when they unite around deep emotional meaning, not just product synergy.
- Build belonging through shared values. The strongest unconventional partnerships create human connection and trust, not just visibility or reach.
- Start with alignment, not shock. Partnerships built on strategic and values-based fit have power that lasts long after the campaign buzz fades.
Beyond the Buzz: What Makes a Creative Collab Stick
Unconventional brand pairings may spark an initial buzz, but the partnerships that stick—and actually drive growth—are the ones built on intention. Novelty creates the moment; substance creates the momentum. When brands align on goals, values and customer aspirations, even the most unlikely duo can transform a clever stunt into a real competitive advantage.
As more companies look outside their own industries for fresh relevance, the bar for meaningful collaboration will only get higher. The winning partnerships of tomorrow won’t be the loudest or the quirkiest. They’ll be the ones that feel earned, honest and built to last—because they give customers more than a moment. They give them a reason to stay.
