At first glance, Cheetos workwear, Trader Joe's tote bags, a Fly By Jing sweatshirt, and a Wildwonder Mahjong set do not have much in common. One is a snack brand, one is a grocery retailer, one sells chili crisp and one makes sparkling functional beverages. But they are all doing the same thing: not merely selling merchandise, but creating conversation. Some of the smartest CPG brands are discovering that fashion and lifestyle products can be powerful earned-media engines. T
