I had a moment of marketing déjà vu this morning when I read about the newest collab between Chili’s and Tecovas: cowboy boots covered in Tex-Mex swagger and the same bright shade of vinyl that lines the booths at your local Chili’s. Is anyone asking for this? Or is this just the latest in a parade of “collab for the sake of clout” stunts?
Don’t get me wrong. I see the appeal of a great PR stunt (I once worked on a team that brought baby races to Times Square). But it feels like we’ve entered a new era where oddball collabs are not the exception, but the playbook. It begs the question: in the hunt for viral buzz, have brands started trading creativity for cheap clicks?
When Collabs Cross Into Cringe
There was a time when a brand partnership meant real synergy or a delightfully absurd surprise. Now? Sometimes it feels like a Mad Libs fever dream. A few “highlights” from recent years:
- Crocs x KFC: Yes, fried chicken-scented shoes.
- Oscar Mayer x French’s Mustard Ice Cream: Did anyone really want this?
- Elf x Chipotle: Eyeshadow “inspired” by guac ingredients.
- Velveeta x Nails Inc.: Cheese-scented nail polish.
Even the beauty world isn’t safe. Cheetos orange eyeshadow, anyone?
When It Works (And Why)
I don’t want to dunk on every partnership. Some are witty and functional. Just look at Taco Bell x Doritos: The Doritos Locos Taco is still iconic. It was a zeitgeist-capturing hit that, while initially a wild idea, made perfect sense for both brands and became a menu staple with record sales. This is collab marketing actually serving the consumer, literally.
Other collabs, like IKEA x Virgil Abloh or LEGO, managed to surprise, delight, and move product without feeling like a forced meme.
Why This Trend Bugs Me
There’s a difference between playful and pointless. The best collabs feel organic and additive, not engineered just for a viral tweet.
- PR Stunt Fatigue: Audiences are wise to the routine and snark replaces buzz.
- Diluting Brand Equity: Enough weird partnerships, and your brand becomes a punchline.
- The Missed Opportunity: The quick hit of earned media shouldn’t replace products or ideas that actually resonate.
The “Is This Collaboration Genius or Gross?” Litmus Test
My criteria for collabs that work:
- Does it make sense for both audiences?
- Is there a genuine, authentic connection?
- Does it genuinely delight or just raise eyebrows?
- Will people want to use it, or is it just a photo op?
What’s the Weirdest Collab You’ve Seen?
I want to hear from you: what’s your favorite (or least favorite) brand duo? When do these stunts make you smile, and when do they make you groan?
Danielle