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They Made What?! Brands Venturing Outside of Their Verticals

We, as consumers, have embraced newfangled gadgets, strange apps and odd partnerships, but brands are now taking things one step further, venturing outside of their verticals to explore new marketing territories.

Revolution Digital  |  April 3, 2019
They Made What?! Brands Venturing Outside of Their Verticals

When it comes to good marketing, expect the unexpected. We, as consumers, have embraced newfangled gadgets, strange apps and odd partnerships, but brands are now taking things one step further, venturing outside of their verticals to explore new marketing territories. Why? Because everyone loves a plot twist. See which brands are making headlines for purposely going rogue:

America Literally Runs on Dunkin’
We know Dunkin’ for their donuts and Boxes ‘O Joe, but now the famous chain is also serving up sweet kicks. To honor the Boston Marathon, Dunkin’ teamed up with Saucony to create a fresh pair of sneakers for the cause. The sneaks have strawberry-frosted medallions on the shoestrings, a coffee cup on the tongue and the word “Boston” on the heel. They also sold out immediately, because who wouldn’t want these?

Chobani Jumps from Snacks to Swag
To help introduce Chobani Gimmies, a new line of yogurt snacks for kids, Chobani decided to step out of its comfort zone and create a collection of branded children’s clothing and merch. Inspired by kids’ desire to be unique among their friends, the duds feature various Chobani characters that were created to represent different Gimmies flavors.

KFC Launches the KFC Innovations Lab
In recent years, Kentucky Fried Chicken has pushed the boundaries of marketing so far that we weren’t even surprised when they created a fried chicken-scented fire log. But now, the fast food chain is bringing other zany ideas to life through crowdfunding, with potential new products including a “smart cane TV remote control” and a hot tub that looks like a bucket of chicken.

Olay and Febreze Get…Musical?
This one is good, you guys. Based on fan comments requesting the soundtrack from Olay’s YouTube show and Febreze’s success with musical ads, their parent company Procter & Gamble is getting into the music biz. Olay will soon open a Broadway musical called “The Road to Glow,” and Febreze will come out with an album. The first single? “Nobody Do It Fresher.” Obviously.

Dove Men+Care Used March to #RepTheRivalry
This March, Dove Men+Care scored big on social. Inspired by research that revealed 98% of men think positive experiences and cultures enhance sports overall, the grooming brand collaborated on a line of limited-edition jerseys that celebrated college basketball rivalries. The jerseys were dropped in surprise locations to spark consumer interest and social chatter.

Nutella Spreads the Happy in Hospitality Biz
Beloved across the globe, Nutella hazelnut spread is the joy in a jar that’s been gracing our breakfasts and grocery lists for over 50 years. So, the brand thought it was time to try something new: Nutella Cafés. Now in NYC and Chicago, Nutella Cafés offer Insta-friendly, Nutella-based treats that provide fans a memorable experience beyond the jar.

More and more brands are seeing the potential in cross-category marketing, even if that means stepping out of their comfort zones to appeal to consumers in a completely new way. At Revolution Digital, we can help. We pride ourselves on bringing inventive, new strategies and tactics to brands who are willing to test the waters (even if they’re not sure where to start).

With all of our partnerships, we identify and analyze key insights that provide opportunities for growth, no matter the vertical— and we’d love to help you with yours. If you’re interested in chatting about how we can work together, reach out to us at newbusiness@rev-d.com!

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