Other teasers included texts between Fallon and Kardashian, in which she responds to his posts: “What the hell is this?”
Kardashian then appeared on her rival’s show to share the truth: her Beats headphones are the only real ones on sale.
Beats last partnered with Kardashian in 2022, when their special-edition Beats Fit Pro became the brand’s best-selling collaboration and sold out on Apple.com.
Beats’ strategy for this collaboration is somewhat reminiscent of CeraVe’s partnership with actor Michael Cera for the Super Bowl earlier this year. That campaign also played into an accidental name association (CeraVe vs Cera, Jim vs Kim) and built hype before launch by fueling false rumors about a celebrity’s role (with CeraVe, people speculated whether the actor was the skincare brand’s founder).
