Marketers Share Their Take on 2024’s Most Polarizing Brand Pairings
As the year 2024 comes to an end, we have seen some of the oddest, worst, and polarizing branding combinations for timed product launches, campaigns, and social media activity that caught the attention of everyone, including marketers who found these ideas difficult to comprehend.
From Heinz’s vodka sauce partnership with Absolut (disgusting! ), to a Doritos flavored alcohol, and even to the Sour Patch Kids and Oreo collaboration that left an unpleasant taste just by looking at the packaging, all of these collaborations leave marketers and consumers with the same question: What the hell did they think??!
Some brand collaborations this year stood out as innovative, such as the Oreo and Coke limited-time partnership. Chris Roebuck, CEO of Clicktivated, noted that such campaigns aim to keep brands fresh, spark curiosity, and drive sales, which this one accomplished. However, he pointed out its shortcomings, stating that while it generated buzz and prompted purchases, its lack of staying power and underwhelming product limited its long-term success.
“Even for powerhouse brands like Coke and Oreo, these kinds of playful stunts are important. They help create buzz and inject excitement into two massive staples that, let’s face it, don’t generate much daily buzz on their own,” said Roebuck. “Sometimes, it’s [not about the product, it’s about the moment] and fun factor.”
Since the F1 race in Las Vegas recently came to an end, the biggest takeaway among marketers this year was the diversity of the brands trying to reach different audiences this year, with brands such as Citi, Globant, and NEFT Vodka showing up to do something different than they did last year.
As an example, earlier this year, F1 Academy, an all-women junior series, collaborated with Charlotte Tilbury, showing how F1 is establishing partnerships. Increasing viewership for women’s teams in traditionally male-dominated sports has been fueled by athletes like Ilona Maher and Caitlin Clark. This decision is actually not polarizing, but it is included to compare some of the odd ones of the bunch.
The growing fan base of Formula One, as well as Charlotte Tilbury’s social impact commitment, have cemented F1’s status as a highly desired sponsorship opportunity, according to Horowitz Agency’s Marketing and Public Relations Coordinator Haley Kinney and John Tanner, Group Director for creative agency, Chase Design Group.
“F1 may gain a stronger female fanbase from collaborations like these,” said Kinney. “I could see this sponsorship expanding to commercials and athlete-sponsored products in the future.”
“A glammed-up sports mash-up that pairs high-performance racing with high-performance makeup, opening the world of racing to a broader female audience,” said Tanner. “Kudos to both brands for making the connection—who knew lipstick and pit stops could make such a dynamic duo?”
Dunkin’ and Scrub Daddy collaborated on National Donut Day to transform Dunkin’s donuts into playful, functional sponges that embodied both brands’ quirky personalities. The partnership was unexpected and sparked mixed reactions—some loved its absurd humor, while others dismissed it as a gimmick—but it managed to grab attention, especially on TikTok, where oddball pairings are common. In spite of the humor and initial buzz, the campaign failed to leave a lasting impact, just like their Super Bowl ad featuring Ben Affleck and Jennifer Lopez.
“The magic of a good collaboration lies in staying true to what makes the brands special while delivering something unexpected. When it’s done right, it’s not just memorable—it’s meaningful,” said Dustin Engel, CEO & Co-Founder of Elegant Disruption.
“This seems to align with both brands’ playful personalities — memorable without being over-the-top, feeling fun, not forced,” said Tanner.
Several people cringed at the Kraft Mac & Cheese x Van Leeuwen‘s and Skyline Chili x Graeter’s Ice Cream collaborations. Even though these partnerships were often commended for innovation and boldness, they crossed into unsettling territory by merging comfort food with dessert. For many consumers, mac and cheese-flavored ice cream or chili-inspired sweet treats are incomprehensible because they combine savory and sweet in ways that seem more experimental than appetizing.
“Both disrupting expectations but does the gross-out factor overshadow the purpose? I wonder if anyone is actually trying these flavors or is it all about the buzz with limited payoff,” said Tanner.
