Why Unexpected Brand Collabs Are Making a Comeback

Written by Bel Danks-Woodley, Founder, DW&Co.

Think Crocs x Balenciaga. Barbie x Airbnb. Vegemite x Gelato Messina.

In 2026, the more unexpected the brand collaboration, the better. But this isn’t just novelty for novelty’s sake — it’s strategy. Smart, surprising partnerships are cutting through the noise, creating buzz, and bringing brands to entirely new audiences.

Let’s explore why unexpected collabs are back in fashion — and how your brand can use the trend meaningfully.

1. They Break the Algorithm

In a content-saturated world, weird works. A surprising partnership sparks curiosity, clicks, shares, and conversation — exactly the kind of engagement most brands dream of.

An eyebrow-raising pairing stops people mid-scroll and gets them asking: “Wait, what?”

2. They Expand Audiences (Without Losing Credibility)

Strategic collaborations let brands tap into each other’s communities in a credible, creative way.

Done right, this can:

• Introduce your brand to a new demographic

• Reinforce your relevance

• Build cultural clout

• Lead to authentic user-generated content

Unexpected doesn’t mean random — it should mean insightful.

3. They Bring the Fun Back

Let’s be honest: most marketing has become very serious. Unexpected brand collabs inject play, joy, and humour back into branding. They allow teams to experiment, storytell, and take risks — which, in turn, invites customers to emotionally engage.

In a time when consumers are craving connection and levity, fun is a competitive advantage.

4. They’re PR Gold

Journalists, bloggers, and TikTokers love a good twist. A well-executed collab can become the story — not just support it. And if you're lucky (and clever), it might go viral without spending a cent on paid reach.

5. They Unlock Unexpected Innovation

Sometimes collabs lead to more than just a fun campaign — they lead to actual product innovation, new services, or fresh brand positioning. A good partner might challenge your assumptions, refresh your creative process, or even reshape your brand's future.

Tips for Pulling Off a Great Brand Collab:

• Look beyond your category — think contrast, not competition.

• Align on values, not just vibe. Shared principles are more important than similar aesthetics.

• Make it meaningful, not gimmicky. Ask: “What’s the why behind this collab?”

• Give it personality. The tone of voice, visual design, and launch strategy should reflect the playfulness of the idea.

Final Thought

In a landscape flooded with sameness, bold brands are standing out by teaming up with the least expected — and most interesting — partners.

At DW&Co., we help brands uncover those "never-thought-of-that" opportunities and turn them into campaigns that spark real impact (and real delight).

Need help finding your unexpected match? Let’s talk.