There are potential pitfalls with collaborations like this one. My initial reaction was that this release wreaked of corporate anxiety. A panic-we-must-stay-relevant type of situation. And Caramanica agrees
link "This reflects the anxiety
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link understanding that there is growing visibility of their product with audiences that have historically not always been talking about their product. This has the optics of 'someone told us a collab was the right branding approach.'"