Digital marketing experts say that most Americans are exposed to anywhere from 4,000 to 10,000 ads daily, and with so much clutter, consumers often tune out anything they aren’t immediately interested in. As a response, brands are doing everything they can to make consumers listen and pay attention – even if it means coming up with slightly unconventional ideas.
From captivating social content to unbelievable partnerships, and out-of-the-box activations that truly breakthrough, here’s a look into brands who’ve successfully delivered on the unexpected, time and time again:
Killer Merch Collabs
According to the canned beverage company, Liquid Death, their “evil mission is to make people laugh and get more of them to drink more healthy beverages.” And being valued at $1.4 billion, they’ve certainly done both. From partnering with beauty brand e.l.f. Cosmetics on Corpse Paint to their Casket Cooler collab with YETI, the company is no stranger to partnerships that make people say, “Wait, what’s going on??” – and their latest collaboration is no different. Liquid Death, who often has a presence at music festivals, teamed up with Depend (yes, the adult incontinence brand) to create the ‘Pit Diaper’ so consumers can “relieve themselves without leaving the safety of the mosh pit.” The $75 diapers, which sold out in just 24 hours, simply make sense for the brand’s metal and punk audience.
Meme Culture Meets Halloween Costumes
Halloween costumes have long been inspired by movies, TV shows, and popular professions, but in recent years many consumers have taken to dressing up as viral pop culture memes. And this year, RF|Binder client, Spirit Halloween, hopped on the meme train and rode it all spooky season long, delivering meme-inspired costumes that absolutely nobody asked for but everyone wanted. From Skibidi Toilet costumes to a questionable Hailey Welch-approved “Hawk Tuah” look, Spirit Halloween isn’t afraid to conjure up the most eccentric and quirky costumes with strong pop culture references. This rang true in the brand’s comedic costume collaboration with Chipotle. Inspired by memes of the popular fast-casual restaurant, the collection of full-bodysuit Chipotle-themed costumes for their social media-obsessed customer base, included the Chipotle fork, napkin, water cup, burrito, and to-go bag. Customers were slightly mortified by the looks of the full-bodysuit costumes, but they were also incredibly entertained.
Strange Snack Content on Social Media
With over 1 billion posts shared across TikTok and Instagram each day, traditional branded social content isn’t enough to stand out. So Nutter Butter threw tradition in the trash and went with a more unhinged social approach. What began with then-intern, Aidan Moloney, commenting his name on every single Nutter Butter post became the inspiration for a character in the brand’s cryptic and creepy social content. As Nutter Butter’s post – which left many viewers just as entertained as they were confused, began to go viral, brands and content creators alike left comments like “Nutter Butterr…you good?” and “Bestie we’re really concerned,” which the cookie brand hilariously responded to. Having now amassed millions of views and hundreds of thousands of followers, Nutter Butter’s bizarre content is still going strong. Seeing steady engagement nearly a year later, the beloved peanut butter snack is proving social content that defies brand norms can increase awareness and consideration.
Out of The (Pizza) Box Activations
College students eat a lot of pizza, and Pizza Hut, the second largest pizza chain in the U.S., knows just how to reach them through activities that seem strange but actually make a lot of sense. From sending resumes printed atop pizza boxes to hiring managers and turning pizza boxes into basketball buckets for March Madness, the brand is no stranger to getting the attention of college students in out-of-the-box ways, and the start of the most recent school year was no different. After a consumer survey revealed that 79% of movers admitted to eating pizza on the floor, Pizza Hut designed the Moving Box Table – a cardboard box that transformed into a miniature table so college students moving into dorms could easily eat pizza on the floor. A silly yet relatable way in, Pizza Hut consistently finds new and unique solutions to address the pain points of its customers.
There’s no right way to reach consumers these days, but one thing is certain, you have to stand out. Whether you’re looking to pop up in unexpected ways or create activations that truly resonate with your audience, RF|Binder delivers on executing successful campaigns with top-tier brands in the food and beverage category. Get in touch!
