How Innovative Product Combinations and Novel Marketing Tactics Can Spark Consumer Excitement and Revitalize Your Brand

Imagine savoring a taco with the crunch and zing of Doritos or slipping into a pair of red Puma sneakers inspired by Ferrari. Consumers are learning to expect the unexpected as their beloved brands breathe new life into their offerings through surprising and delightful combinations. I’ve written about the power of brand partnerships in the past. But this trend, which I like to call “Mashup Marketing,” is all about merging seemingly unrelated products or ideas to create unique and captivating products and experiences for consumers.

Some mashup ideas seem obvious, like when BMW and Louis Vuitton joined forces to design a bespoke luggage set tailored for the BMW i8 sports car. Others are surprising, such as the unlikely collaboration between Taco Bell and Doritos that brought us the Doritos Locos Tacos.

But in each case, they showcase the power of Mashup Marketing to create buzz and deliver fresh, captivating experiences. It’s the unexpected twist that turns heads and the clever fusion that gets people talking.

There are variations of this theme, such as MixMaster, where brands combine different products to create new, exciting offerings. Or NoveltyNudge, where brands add unexpected twists to classic products. And there’s BuzzBoost, where brands leverage novelty and humor simply to generate publicity and social media engagement.

We’ll examine how these innovative marketing strategies can be implemented to spark consumer excitement and brand revitalization, where the only limit is your imagination.

1. The MixMaster Strategy: Powerful Combinations That Create New Products
The MixMaster Strategy involves combining different products to create new, exciting offerings that captivate consumers and generate buzz. The products could be within one brand’s portfolio or created through partnerships with other brands.

This approach leverages the unique strengths and appeal of each product to create something greater than the sum of its parts, resulting in entirely new and innovative permanent or limited-time releases that stand out in the marketplace.

Burger King and Cheetos: Mac n’ Cheetos: This collaboration merged Burger King’s fast-food expertise with Cheetos’ iconic cheese flavor. By creating fried mac and cheese bites coated in Cheetos dust, Burger King introduced a unique, indulgent snack that attracted significant attention and drove customer interest.

Apple and Nike: Apple Watch Nike+: This enduring partnership brought together Apple’s advanced smartwatch technology with Nike’s fitness expertise. The Apple Watch Nike+ features exclusive Nike watch faces, sport bands, and integration with the Nike Run Club app, appealing to fitness enthusiasts and tech-savvy consumers alike.

LEGO and IKEA: BYGGLEK Storage Boxes: Combining LEGO’s creativity and playfulness with IKEA’s practical design, the BYGGLEK storage boxes double as LEGO building blocks. This innovative product allows for functional storage that encourages imaginative play, appealing to both children and parents.

Tips for Implementation:

1. Identify Complementary Products Within Your Portfolio: Look for products within your existing range that can be combined to create a new and exciting offering. Consider how their features, benefits, and target audiences can complement each other.
2. Partner with Other Brands to Leverage Their Products: Form strategic partnerships with other brands that have complementary products. These collaborations can bring fresh perspectives, new audiences, and added value to both brands. Ensure that the partner brand aligns with your brand values and goals.
3. Test and Refine Combinations Through Limited-Time Offers or Special Editions: Start with limited-time offers or special editions to test the market response to your new product combinations. Gather feedback from consumers and refine the product based on their input. This approach allows you to manage risk and make data-driven decisions before a full-scale launch.

By embracing the MixMaster strategy, brands can create innovative products that capture consumer interest, drive engagement, and ultimately lead to increased sales and brand loyalty.

2. The NoveltyNudge Strategy: Adding Unexpected Twists to Classic Products
The NoveltyNudge Strategy involves adding an unexpected twist to classic products to reignite consumer interest. By introducing unexpected new branded flavors, designs, or features to existing products, brands can create a fresh appeal and attract attention from both loyal customers and new audiences.

Pepsi x Peeps: Pepsi Peeps: Pepsi introduced a limited-edition soda with the marshmallow flavor of Peeps, creating a unique twist that merged the soft drink with the iconic Easter candy.

Baskin-Robbins x Oreo: Oreo ‘n Cold Brew Ice Cream: Baskin-Robbins launched a flavor combining the beloved Oreo cookie with cold brew coffee, offering a new take on the classic cookies-and-cream flavor.

Krispy Kreme x Reese’s: Reese’s Peanut Butter Doughnut: Krispy Kreme partnered with Reese’s to create a doughnut filled with Reese’s peanut butter and topped with chocolate, combining the flavors of both brands into a decadent treat.

Tips for Implementation:

1. Experiment with Exaggerated or Unexpected Product Variations: Test out bold new flavors, designs, or features that stand out from the traditional offerings. The more unique and surprising the brand combination, the more likely it will capture consumer interest.
2. Use Limited Editions to Create a Sense of Urgency and Exclusivity: Release these new twists as limited-edition products to create buzz and encourage immediate purchases. The exclusivity can drive demand and increase the perceived value of the product.
3. Monitor Trends and Consumer Preferences to Identify Potential Brand Combinations: Stay informed about current trends and consumer interests to identify opportunities for adding twists that will resonate with your target audience. Use social media, surveys, and market research to gather insights.

By implementing the NoveltyNudge Strategy, brands can refresh their product lines, create excitement, and maintain relevance in a competitive market.

3. The BuzzBoost Strategy: Leveraging Novelty for Marketing
   The BuzzBoost strategy involves using novelty and humor to generate publicity and social media engagement without the intention of ever offering the product for sale. This approach focuses on creating memorable, attention-grabbing campaigns that drive brand awareness and consumer interaction purely for their entertainment and viral potential.

Heinz: “Every Sauce”: Heinz combined 14 different sauces to create the “Every Sauce,” a playful and humorous product given away to a limited number of fans. This stunt generated significant media buzz and social media engagement.

Airbnb: Barbie-themed Malibu Dreamhouse Listing: To celebrate Barbie’s 60th anniversary, Airbnb listed a real-life Barbie Malibu Dreamhouse for a limited time. This whimsical and nostalgic campaign attracted widespread media coverage and social media excitement.

Google and Levi’s: Project Jacquard: Google partnered with Levi’s to create a smart jacket that integrated touch and gesture interactivity into the fabric, blending fashion with technology. This innovative collaboration garnered attention from both tech and fashion media.

Nike and Ben & Jerry’s: Chunky Dunky Sneakers: Nike collaborated with Ben & Jerry’s to create the Chunky Dunky sneakers, inspired by the ice cream brand’s iconic packaging. The limited-edition release created significant hype and media coverage.

And sometimes just the suggestion of a Mashup is enough to create buzz…

Burger King and McDonald’s: Peace Day Burger: Burger King proposed a collaboration with McDonald’s to create the “McWhopper” for Peace Day, combining elements from both brands’ signature burgers. While McDonald’s declined, the proposal itself generated significant media coverage and public interest.

Tips for Implementation:

1. Craft Marketing Messages That Highlight the Novelty Aspect: Emphasize the unique and humorous elements of your campaign in all marketing materials. Ensure that your messaging captures the fun and unexpected nature of the product or stunt.
2. Utilize Social Media and Influencer Partnerships to Spread the Word: Leverage the power of social media platforms and influencers to amplify your campaign’s reach. Partner with influencers who align with your brand to create engaging content that showcases the novelty.
3. Encourage Consumers to Share Their Experiences with the Product: Create opportunities for consumers to interact with the product or campaign and share their experiences on social media. Use hashtags, contests, and interactive elements to encourage user-generated content and drive further engagement.

By employing the BuzzBoost strategy, brands can create memorable and entertaining campaigns that capture public attention, generate significant media coverage, and drive social media engagement, all while reinforcing their brand image and values.

The potential for continued innovation and creativity in product marketing is vast. As consumer preferences evolve and new trends emerge, brands that stay agile and willing to experiment with mashups and novelty will continue to thrive. By adopting Mashup Marketing strategies, you can keep your brand fresh, relevant, and top-of-mind for your audience.

I encourage you to experiment with Mashup Marketing tactics for your own brand. Whether you’re combining products in new ways, adding unique twists to your offerings, or creating buzzworthy campaigns, these strategies can help you stand out in a crowded market. Embrace creativity, think outside the box, and see how these innovative approaches can drive consumer interest and brand revitalization.

For more personalized guidance and to develop these innovative marketing strategies for your brand, contact Rose Creative Marketing. Together, we can create captivating campaigns that resonate with your audience and drive your brand forward.

Mashup Marketing Idea List: 20 Mashup Marketing Approaches to Inspire Any Brand
Here are some approaches designed to inspire brands to think creatively about how they can combine products or elements from different sources to create innovative and engaging offerings that capture consumer interest.

1. Flavor Fusions: Combine two popular flavors from different product lines to create a new, unique taste experience.
2. Co-Branded Products: Partner with another brand to merge two well-known products into one exclusive offering.
3. Crossover Merchandise: Create a product that combines elements from two different categories, such as apparel and technology.
4. Hybrid Packaging: Design packaging that reflects the characteristics of both brands involved in the mashup.
5. Limited-Edition Collaborations: Release a limited-edition product that features elements from both collaborating brands.
6. Event-Themed Products: Create a product that celebrates a specific event by blending features from both participating brands.
7. Multi-Functional Products: Develop products that serve multiple purposes by integrating features from different product categories.
8. Culinary Mashups: Partner with a food brand to create a unique dish that incorporates elements from both brands.
9. Themed Gift Sets: Offer gift sets that combine products from two different brands into a cohesive, themed package.
10. Lifestyle Kits: Create kits that combine products from different brands to enhance a specific lifestyle or activity.
11. Fashion and Tech Blends: Merge fashion items with technology, such as smart clothing or accessories.
12. Art and Utility Combos: Partner with artists to create functional products that are also pieces of art.
13. Entertainment Tie-Ins: Combine products with popular entertainment properties, like movies or TV shows, for themed mashups.
14. Travel and Leisure Packs: Collaborate with travel brands to create products that enhance travel experiences, blending convenience with luxury.
15. Health and Indulgence Mixes: Create products that combine healthy ingredients with indulgent flavors for a balanced treat.
16. Eco-Friendly Hybrids: Partner with sustainability brands to create eco-friendly versions of popular products.
17. Sport and Leisure Fusions: Develop products that combine elements of sports gear with leisure wear.
18. Seasonal Crossovers: Blend seasonal products from two brands to create a unique holiday offering.
19. Cultural Collaborations: Create products that merge cultural elements from different regions or traditions.
20. Pet and Owner Sets: Develop complementary products for pets and their owners, integrating features that appeal to both.