Brand partnerships used to mean a co-branded sneaker drop or a limited-edition snack flavor. Now, they’re getting stranger—and more viral. Soda-and-cookie mashups, beer-infused soups, and hot honey beans have all hit store shelves in recent months, sparking a mix of curiosity, confusion, and clicks.

At first glance, these collaborations might feel like stunts with little connection between the products. But marketing experts and brand leaders argue they serve a bigger purpose: keeping legacy names relevant in a crowded, attention-driven marketplace.

While no one asked for these collaborations, the weirder they are, the faster they go viral. This year, unexpected pairings are filling up social media and grocery store aisles.

But as more and more brands play matchmaker, it is clear that i

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