​King’s Hawaiian just showed how merch can be more than a giveaway, it can be an experience. To celebrate 75 years, they refreshed their logo and took over O’Hare Airport, swapping travelers’ clothes for cozy “soft-wear” sweats and donating the trade-ins to charity.

Comfort, creativity, and cause can turn branded merch into something people actually remember.

Takeaways:

• Turn your swag into an experience
• Tie comfort to stressful moments
• Add a cause to give merch even more value

The best merch isn’t just worn, it’s remembered. People will talk about it.

If you want to brainstorm how to pull this off for your brand, I’d love to help.

How King’s Hawaiian Made O’Hare Airport Comfy

King's Hawaiian Bakery just did a thing. They’re celebrating 75 years in business, and did a brand refresh. They’ve revamped their logo - it used to look like the top of a pineapple - so they rounded the corners and gave it a fluffier, puffier look, calling it “softer.” The typeface is friendlier, more fun, a little bouncy. They can do so much more with it. It’s a great improvement.

To celebrate this, King's Hawaiian took over Terminal 2 at O’Hare Airport in Chicago for two days. Travelers could trade the clothes they were wearing for comfy softwear. Yes, S-O-F-T-W-E-A-R. The booth was colorful and fun, and offered carry on snacks like pretzel bites and sweet rolls. People swapped their outfits for sweatsuits perfect for flying.

Imagine being at an airport, already dressed comfortably for your flight, and then getting the chance to change into even comfier clothes. Travelers stepped into private changing rooms and swapped their outfits for new soft-wear sweatsuits. Plus, all traded clothing went to a local Chicago charity, making it a win-win.

As for the merch itself: if you missed the event, you can buy a set for $60 or purchase items separately. They also gave away travel pillows and eye masks - you can buy those too for $13.

In their online merch store, King’s Hawaiian’s new logo and font are featured on lots of merch items: canvas mini totes, beach towels, hats, etc. The minimalist logo approach is classy—just a hint of branding rather than an overwhelming billboard effect.

So what can you do with this idea? If you run a restaurant or bar, consider hosting a shirt swap event. For example, have patrons wear shirts from a competitor, and swap them for your branded shirts. You’ll need to have a changing area. Also consider different sizes of your audience.

For other businesses: include “trade-in tee days” where customers or employees can bring in old t-shirts to get premium soft tees with your updated logo, then you donate the collected shirts to charity. For new employees, offer first-day fit packages with hoodies, joggers, socks, etc., and collect apparel donations for local shelters.

Also think about high-stress moments: late-night shifts, or trade show set ups and tear downs, with comfort-based swag that people will actually use and enjoy. Maybe even offer pillows for those long work nights - though that might be pushing it!

What do you think? Would you try something like this? Reply and let me know!

​And if you want to talk about your merch, I’m here for you.​

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