Would you buy Crocs that smell like fried chicken? Or a jar of Heinz pasta sauce… with a splash of vodka? Welcome to the world of unexpected brand collabs—where marketing goes completely off the rails, and somehow, it actually works.

Some partnerships just make sense (Nike and Michael Jordan? Duh.), but others? They’re so random that you have to double-check if they’re real. And yet, these bizarre mashups generate insane hype, sell out instantly, and get studied by marketers for years.

So, what makes these collaborations successful? And more importantly—should your brand hop on the weird collab train? Let’s break it down.

Why Do These Collabs Work?

At first glance, some of these pairings seem like a fever dream. But if you look closer, there’s a strategy behind the chaos. The most successful collaborations tap into:

1. Cultural Relevance & Timing

Trends move fast. The best collabs latch onto viral moments, nostalgic throwbacks, or pop culture trends before they fade away.

2. Shock Factor & Virality

The internet loves chaos. If your partnership makes people laugh, question reality, or say, “Wait… is this real?”—congrats, you’ve won organic engagement.

3. Audience Crossover

The best collabs blend two brands with overlapping (or wildly different) fan bases in a way that just works. Think sneakerheads + ice cream lovers.

4. Scarcity & Hype

Limited drops = instant FOMO. People will camp out (physically or virtually) for something they know won’t be around forever.

Now, let’s check out some of the wildest, smartest, and straight-up weirdest brand collabs that somehow became marketing gold.

7 Weird Brand Collabs That Actually Slapped

1. KFC x Crocs: Finger-Lickin’ Footwear

In 2020, KFC and Crocs dropped a limited-edition clog that looked like a fried chicken bucket. The kicker? They came with scented charms that actually smelled like KFC.

Why It Worked:

• The shock factor made it go viral instantly.
• Meme potential drove organic engagement.
• Scarcity turned them into a collector’s item.

2. Heinz x Absolut Vodka: Tomato Vodka Pasta Sauce

Inspired by the viral TikTok trend of vodka pasta, Heinz and Absolut teamed up in 2023 to drop a pre-made version. A pasta sauce collab? Makes perfect sense.

Why It Worked:

• Jumped on a social media trend at the perfect time.
• Merged two iconic brands in a way that felt natural.
• Got people curious enough to taste-test (and post about it).

3. Nike x Ben & Jerry’s: ‘Chunky Dunky’ Sneakers

Nike and Ben & Jerry’s teamed up for the ‘Chunky Dunky’ sneaker, decked out in cow-print and bright colors inspired by the ice cream brand. It was one of 2020’s most hyped sneaker drops.

Why It Worked:

• Combined sneaker culture with a beloved food brand.
• Extremely limited-edition drop fueled resale frenzy.
• Bold visuals made them instantly recognizable.

4. Taco Bell x Doritos: Doritos Locos Tacos

In 2012, Taco Bell swapped a traditional taco shell for one made entirely of Doritos. Simple? Yes. Genius? Also yes. It became one of their best-selling menu items ever.

Why It Worked:

• Merged two massive fan bases (fast food + snack lovers).
• Actually improved the product experience.
• Had major repeat purchase power.

5. IKEA x Virgil Abloh: ‘Markerad’ Collection

IKEA partnered with Off-White’s Virgil Abloh to release a collection featuring ironic design elements—like a rug that looked like a giant IKEA receipt.

Why It Worked:

• Virgil Abloh’s influence made it instantly cool.
• Everyday objects became hype-worthy collector’s items.
• Limited-edition status sent resale prices through the roof.

6. Dolce & Gabbana x Smeg: High-Fashion Kitchen Appliances

Luxury fashion brand Dolce & Gabbana designed an ultra-extra line of Sicilian-inspired kitchen appliances for Smeg. Yep, high-end toasters are a thing now.

Why It Worked:

• Tapped into the trend of aesthetic-driven home decor.
• Targeted high-income consumers who love exclusivity.
• Reinforced the premium status of both brands.

7. LEGO x NASA: Space Shuttle Discovery Set

LEGO and NASA dropped a Space Shuttle Discovery set that was both an epic collector’s item and an interactive tribute to space exploration.

Why It Worked:

• Merged education with entertainment.
• Perfectly aligned with both brands’ focus on creativity.
• Appealed to LEGO fans, STEM enthusiasts, and space nerds alike.

Should Your Brand Try a Weird Collab?

Some of these partnerships were pure marketing genius. Others? A little chaotic. But all of them got people talking, and that’s what really matters.

So, should your brand hop on the trend?

Yes, if…

• The collaboration feels authentic and aligns with your brand values.
• You have a clear strategy and audience crossover.
• You’re ready to fully commit to the weirdness.

No, if…

• It’s random for the sake of being random.
• It doesn’t resonate with your target audience.
• There’s no follow-through in messaging or execution.

At the end of the day, if a collab makes people laugh, raises eyebrows, or sparks curiosity, it’s probably a marketing win. So, go ahead—embrace the weird.