When branded merchandise is done well, it’s more than just a logo on a tote bag – it becomes part of a story, an experience, and sometimes even a cultural moment. From personalised packaging to event-ready gear, the best campaigns use print and merchandise to spark conversation, build community and drive serious brand love.
Just think about it: every well-known marketing campaign has used some form of merchandise to make its impact. In this article, we’ll share a few of our recent favourites to help you find inspiration for your next campaign!
1. Coca-Cola: Share a Coke
If we had to choose one word to describe Coca-Cola’s ‘Share a Coke’ campaign it would be ‘iconic’. The company simply swapped out the traditional logo for popular names on bottles and cans. The result? A surge in social sharing, personal connection, and customer interaction. This campaign proved so effective that it’s made a comeback – need we say more?
By turning something as simple as a drink label into a keepsake, Coca-Cola tapped into emotion and made their product feel special – and people couldn’t resist showing it off. This is a perfect example of the power of personalisation.
What can we learn from Coca-Cola? By adding a personal touch to your print or merchandise, you can boost engagement in a big way.
2. Red Bull: Extreme Event Swag
If there’s one thing we know for sure it’s that Red Bull’s branding doesn’t stop at the can. From music festivals to cliff diving events, the company rolls out merchandise that’s bold, consistent, and hard to miss, and makes sure that they’re seen on the world stage.
By teaming up with individuals who embody what Red Bull stands for, the company positioned itself as more than a drink… it became a lifestyle brand. And the merch helped drive that message home.
What can we learn from Red Bull? By making your print and merchandise a seamless extension of your brand world – especially at events – you can build community and drive engagement.
3. Spotify: Wrapped Gifts for Superfans
Spotify Wrapped has become a yearly tradition, giving users a personalised rundown of their listening habits. But in select years, top listeners, influencers and artists were sent exclusive Spotify-branded gifts, like posters, apparel or tech accessories.
Spotify took an already-established digital moment and made it tangible. The surprise gifts created a buzz and made recipients feel part of something exclusive. Plus, it breathed new life into the annual campaign.
What can we learn from Spotify? Use limited-edition items to make people feel seen and appreciated. Think quality over quantity when gifting.
4. Innocent Drinks: Playful, Purposeful Promotions
Innocent Drinks is known for its cheeky tone and community-focused campaigns. Over the years, they’ve used fun, practical merchandise, like tiny woolly hats for their bottles, branded tote bags, and charity-driven giveaways, to connect with customers in a memorable way.
Throughout it all, Innocent stayed true to its light-hearted, people-first brand. Their merch wasn’t just fun, but it supported wider campaigns like fundraising for older people through their Big Knit initiative.
What can we learn from Innocent Drinks? When merch has both personality and purpose, it sticks. Don’t be afraid to combine feel-good design with feel-good impact.
5. Glossier: From Packaging to Lifestyle Merch
US-based makeup brand Glossier rose to cult status in recent years, and it wasn’t just down to its beauty products. The company provided their customers with an experience. Every order came with Instagrammable packaging, pink pouches, stickers, and occasionally, limited-edition merch like hoodies or branded mirrors.
This ongoing campaign made Glossier customers feel like insiders. The brand’s aesthetic extended through every touchpoint, and their fans proudly showed it off.
What can we learn from Glossier? Great branding is in the details. Even the smallest printed elements can build long-term loyalty.
Each of these brands found smart, creative ways to use merchandise as more than just a marketing add-on. From personalisation and exclusivity to storytelling and fun, they prove that print and merchandise can turn everyday items into unforgettable brand moments.
Need help bringing your next campaign to life? We create standout printed materials and merchandise that feels on-brand, high-quality and genuinely useful. Let’s chat!
