• by Fola Enifeni , June 23, 2026

Let’s say you live in Williamsburg, Brooklyn. Why do you have to take the train into Manhattan in order to get to Prospect Park, which is also in Brooklyn?

That’s the problem skincare brand The Ordinary recently attempted to solve, when it introduced a free shuttle service from Domino Park in Williamsburg to Prospect Park. The bus not only borrowed from New York City’s plans to implement free buses throughout the city, but delivered on it -- although the solution was short-lived.

But why would a skincare brand dive into public service for its latest marketing campaign? It’s called category trespassing, and it refers to that pivotal moment when a brand steps outside its native industry to temporarily assume a role in an unrelated domain.

And it’s a bold -- yet savvy -- move.

Other companies have followed suit. Domino's Pizza plowed streets after a snowfall. Duolingo opened a taqueria. Taco Bell opened up a retirement home. Ikea renovated bus stops.

When done well, category trespassing lets brands stand out by identifying genuine pain points and invoking change.

The Ordinary’s recent bus activation is a useful, timely example. The brand earned attention not by interrupting people, but by recognizing a problem in the community and making an attempt to solve it.

The company did the same when it sold low-cost eggs at a time when prices were surging.

Buses, eggs and skincare have nothing in common, but when The Ordinary stepped out of its lane, it told consumers it was actively listening to them. Instead of a marketing campaign asking people to admire its values, it made those values tangible.

Common activations invite consumers in to try a product. Category trespassers see where their brand values align with public interest and meet them there.

In 2022, Duolingo opened up Duo’s Taqueria in Pittsburgh. The restaurant allowed people who use the language-learning platform to practice their foreign language skills in real life. Domino’s, knowing roads are essential to pizza delivery, launched two campaigns to address their quality. In 2018, it gave money to municipalities in all 50 states to fill potholes in its “Paving for Pizza” project. Ikea has set up furniture in bus stops and train stations, transforming public necessities into comfortable living spaces. 

The key is to find the overlap. Marketers should be asking themselves, “What do we pride ourselves on -- and how can we show that outside of our industry?”

As advertising becomes increasingly integrated into every moment of a person’s life -- via television, social media, billboards, etc. -- consumers are becoming more skeptical of manufactured moments.

A brand showing up in a way that impacts the day-to-day lives of consumers is far more memorable and refreshing than a normal ad. Category trespassing gives brands a way to create cultural relevance through action, not assertion.

This strategy isn’t new, but very few brands are using it with success. Many are still chasing attention through influencer collaborations or giveaways. Those can still work, but they are tiring. Campaigns that dip into public service allow consumers to interact with brands instead of watching from their For You Page.

The best cases of category trespassing can feel wrong at first. “Why would we be providing a utility unrelated to our product?” Done right, however, it shows customers you care.