Have you ever wondered about the origin of the peanut butter and jelly sandwich? No? Well, I suppose I’m the weirdo here then, but stick with me (yes, that pun was intended). No, this post is not about the origin of the PB&J, although it spreads its magic throughout the theme of this blog. (See what I did there again?)
This blog post is about the power of unexpected—seemingly irrelevant partnerships that led to remarkable success. Just as peanut butter and jelly, two foods that seem to have no reason to coexist, came together to create one of the most iconic sandwiches in history, certain brands have found success by stepping out of their comfort zones and trying something new.
The Magic of Unlikely Collaborations
Imagine this: you’re sitting in a brainstorming meeting, and someone suggests partnering with a brand that seems completely unrelated to yours. You might scoff and think, “How would that ever work?” But sometimes, the best partnerships are born from these odd pairings. Here is just one example:
Taco Bell & Doritos: A Cheesy Match Made in Heaven
This collaboration is probably the PB&J of the fast-food world. When Taco Bell and Doritos teamed up to create the Doritos Locos Tacos, it was a bold move—one that turned out to be an incredible success. By combining Taco Bell’s signature flavors with the unmistakable crunch of Doritos, they made a product that fans of both brands loved. In fact, it was so successful that Taco Bell had to hire 15,000 new employees to keep up with the demand. Can you imagine that, having to hire people to keep up with demand!
Lessons From Unlikely Partnerships
So, how can you create your own version of a PB&J in marketing? Here are a few lessons to keep in mind when considering a collaboration:
1. Look Beyond the Surface
When thinking about potential partners, unbox your thinking! Yes, a play on “think outside the box”, but cuter, and more updated for today’s business. Be sure to look for brands that share your values or target audience, even if they operate in a completely different industry. Watch this short video to see how a donut shop and brewery created an unlikely collaboration. The best collaborations happen when both parties bring something unique to the table, just like peanut butter and jelly.
2. Think About “How” You Can Work Together, Not “How That Won’t Work”
It’s easy to dismiss a partnership as unfeasible if you focus on the reasons it might fail. But success often comes from a willingness to consider options. What’s the overlap? How can you leverage each other’s strengths? Some things may not seem like an obvious match, and now is the time to get creative and have some fun. Who knows, you might even make a human connection while exploring possibilities!
3. Focus on the Benefits of Both
The best partnerships are those where both organizations bring something to the table and both stand to gain. It’s a two-way street, where each party’s strengths complement the other’s weaknesses. Remember, you’re not just selling a product—you’re selling an experience.
4. Do a Brain Workout
Think of one way each of these organizations could collaborate to benefit both parties. Sometimes it’s easier to focus on your business after you’ve practiced unboxed thinking on others:
- An elementary school and a bank – what can the bank do for the school that would drive new business from the children’s parents? How would the children benefit from the bank? Donations are great, but think beyond that.
- A dermatologist and a fitness center – think beyond just advertising for each other. What’s something the businesses can do together to drive business to both?
Embrace the Unexpected In the end, the key to a successful marketing collaboration is to embrace the unexpected and take a chance on something new. Just like peanut butter and jelly or beer and donuts, you might find that two seemingly incompatible elements can create something special and memorable. So, next time you’re considering a collaboration, don’t be afraid to think outside the bread, er, box. The results might just surprise you—and your audience.
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