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Arby's is paying Pharrell Williams $44,100 for his Vivienne Westwood designer hat, which achieved Twitter fame when the pop artist wore the eye-catching lid during the Grammys on Jan. 27.
The development came to light on Twitter during last night's Oscars, while the social conversation between the brand and performer has continued into today.
The fast food giant's logo shares a similar look to Williams' soaring fedora. So for Arby's, the buzzy branding move was like shooting fish in a barrel.
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