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thank you, Katie, great point...we agree. Oddball pairings have been a point of interest for the CD&Co. team for years...originally, we looked at it as an advantageous intersection of industries that captures the imagination of the consumer and broadens the exposure for both brands, but your point really enriches this with the idea that more concentration on 'the why' makes for greater brand impression. Thanks for your insightful comment and your support of our Substack!

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On number 3., the genius behind juxtaposition is that the unexpected innately draws attention. I've seen this especially through brand collabs that don't quite make sense or don't seem aligned. It makes the consumer question and wonder and talk about the brand, even if not in a positive light. The first that comes to mind is the Vacation Sunscreen Erewhon smoothie. Which brings up the age-old question of "is all press good press"?

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