Why brands are playing a bizarre game of matchmaking

Experts say unexpected partnerships deliver short-term attention—but consumer fatigue sets in fast.

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 mash-ups, beer-infused soups, and hot honey beans have all hit store shelves in recent months, sparking a mix of curiosity, confusion, and clicks.