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Some of the best branded merch campaigns aren't complicated. They tap into something that already works.

This week, we're looking at three approaches worth stealing:

• using nostalgia to make your brand history feel fresh again,
• turning a product your customers already love into a club they actually want to join
• tying your brand to a bigger event to ride the momentum.

Whether you're planning a product launch, a loyalty program, or a seasonal promo, you might find something in here worth adding to playbook.

Want to talk about it? Reply to this email and we can hash out some ideas. Or click that big orange button to book a call.

Chick-fil-A

​Chick-fil-A kicked off its 80th anniversary with a branded collectible cup promotion. They sold four different retro-designed cups for $3.99 each, with new designs rolled out every few weeks. Hidden among the regular cups were 3,000 special Golden Fan Cups that win customers free Chick-fil-A for a year. The cups came in sealed bags so buyers didn't know which design they're getting until they opened it.

Takeaway - Nostalgia merch works. Chick-fil-A turned their anniversary into collectibles that people actually want to buy. Each cup features designs from different era in Chick-fil-A lore. If your company has history worth celebrating, then celebrate it.

Hidden prizes also create buzz. The 3,000 random golden cups turn into something people talk about and share. You don't need thousands of prizes, just a handful of surprise items in your next merch drop can do the trick.

And release things slowly. Instead of offering all four cup designs at once, Chick-fil-A rolled them out every few weeks. This brings collectors back multiple times and keeps the campaign fresh longer.

Chili’s Grill & Bar

Chili’s turned its “Margarita of the Month” program into an official fan club, launching the Margarita of the Month Club just ahead of National Margarita Day on February 22. It’s free to join, and members can track which monthly margaritas they’ve tried using a collectible passport-style field book. Chili’s also dropped a branded MOTM Merch Collection: cabana shirts, crewneck sweat shirts, polos, hats, a bag, and a motel room keychain.

Takeaway: This is a great example of how to take something customers already love and give it a structure that deepens the relationship. Instead of just selling margaritas, they created a community around them. The merch makes members feel like they’re part of something. Think about how you could turn something your best customers already want into a club, a loyalty program, or a collectible series.

Coca-Cola x Team USA

Coke launched the “Refresh Like a Champion” campaign celebrating Team USA athlete olympic ambassadors. They had a sweepstakes where customers could scan a QR code on products for a chance to win Coke and Team USA co-branded merch.

Takeaway: Coca-Cola’s playbook here is one of the oldest there is. Tie your brand to a major event and get people involved. The scan-to-win part connects the physical product to branded merch. If you’re looking to run a promotion around an event, consider pairing a simple entry thing like a QR code or a hashtag with merch as the reward. It creates a reason to buy, a 💡 to engage, and puts your gear on people who are already excited about you.

Odds & Ends

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