On Super Bowl Sunday, True Classic plans to creatively engage with brand commercials by sharing amusing clips of popular food or beverage brands “splattering, spilling, or smearing” their classic t-shirts in an immediate brand collaboration. This unconventional approach, named “Accidental Collabs,” is a collaborative effort between True Classic and its creative agency nmbl.
True Classic, a prominent direct-to-consumer brand focusing on “effortless, timeless, uncomplicated” fashion apparel, announced the Accidental Collabs in preparation for Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs, scheduled to air on Feb. 11 at 6:30 p.m. ET on CBS.
True Classic, known for its uncomplicated and humorous DTC marketing, aims to bring a distinctive flavor to Super Bowl ad traditions. The company encourages smaller businesses to embrace creativity in their growth-oriented marketing strategies.
Kayla Santos, Head of Brand at True Classic, emphasized the brand’s commitment to being part of the conversation, despite being a challenger brand with modest budgets.
“Today, we’re calling our own audibles!” said Santos. “We still have every intention of being part of the conversation – even if we are a challenger brand with modest budgets.”
Leading up to the NFL championship game, True Classic will release “teasers” from nine stain-induced food and beverage brands on its social media platforms, encouraging followers to watch for these Accidental Collabs on Instagram, X, and TikTok. The brand will also interact with its 1 million+ subscribers through Live SMS and Mobile App Push notifications.
Santos explained that each time a food or beverage brand airs an ad, True Classic will share an entertaining clip of their product affecting one of their classic t-shirts—an instant collaboration and the first-ever real-time response to another brand’s ads, fostering a continuing conversation on social media in a relevant and authentic manner.
Considering the high cost of Super Bowl ads, with a 30-second slot priced between $6.5 to $7 million USD, True Classic aims to provide visibility for up-and-coming and challenger brands during the championship game. The brand invites followers to share their own “accidental collabs” with stain-inducing brands encountered while watching the game, including messy spills on their shirts, for a chance to win their pack of t-shirts.
Ryan Bartlett, co-founder and CEO of True Classic, emphasized the brand’s commitment to making everyday men look good and feel good, regardless of life’s unexpected moments.
“Not only are we committed to making everyday men (and those who shop for them) look good, but also feel good—regardless of what life throws at them, literally. And we want them to be prepared for those moments with their own sets of backup tees as a staple to their wardrobe,” said Ryan Bartlett, co-founder and CEO of True Classic.
