evm_september-2023 - 8

PLAYBOOK
YOUR SUPERFLUOUS SWAG UPDATE
WIENER STRAWS
One year after a video of a baseball game attendee turning his hot dog into
a straw, then using it to drink his beer, went viral, Oscar Mayer celebrated
the moment by crafting its very own Hot Dog Straw, a silicone replica of
its famous Franks. Available on a microsite, the free items sold out in a
hot second.
SODA KETCHUP
Speaking of hot dogs, Pepsi partnered with Culinary Institute of
America Consulting to create Pepsi Colachup, the world's first Pepsiinfused
condiment. On July 4, the brand worked with four MLB teams
for exclusive in-stadium sampling of what can only be described as sodaflavored
ketchup.
MUSTARD CANDY
While we're on the condiment train, we'd be remiss not to mention a
mash-up between Skittles and French's that yielded mustard-flavored
candy in honor of National Mustard Day (Aug. 5). Fun-sized packs were
distributed while supplies lasted via an online sweepstakes and at pop-ups
in Atlanta, Washington, D.C. and New York City.
BOAT SHOE BEER HOLDERS
Natural Light and Sperry teamed up on the " Brewzie, " a koozie made out of
upcycled boat shoes and designed with Sperry's Wave-Siping tech to keep
beers secure " on deck. " Just 165 of the items were available to fans, and those
who snagged one also got a 30-percent Sperry discount.
ALL-NATURAL VOODOO DOLLS
Liquid Death has outdone itself again, this time with handmade voodoo
dolls representing brand partner and stunt man Steve-O. Each one contains
a pouch of Steve-O's real hair, plus ritual salts and the guarantee that it's
been " activated by a real witch doctor. "
WAFFLE LIQUEUR
Eggo and Sugarlands Distilling Company whipped up a " sippin' cream "
inspired by classic brunch menu items. The new cream liqueur, dubbed
Eggo Brunch in a Jar, features the flavors of buttered Eggo waffles, bacon
and maple syrup, and is 20 percent alcohol by volume.
UNNECESSARY INVENTIONS
ADULT BIBS
Postmates appealed to messy eaters with the " TAKEOUTFIT, " an ensemble
designed " for eating the way you actually eat. " The now sold-out items featured
a food stabilizing surface, hot dish diffusion panels, a flavor enhancement
pouch, an emergency utensil and detachable napkin sleeves. Oh, and
it was released on April 20, the unofficial cannabis holiday.
KID-NOISE CANCELLING TECH
In time for back-to-school season, Capri Sun launched a Kid-Noise Cancelling
Juice Drink with " wireless kid-noise cancelling technology. " The
items, introduced at retail stores with some comical reactions, came in
classic electronics packaging and contained two pouches of Capri Sun, and
instructions: " Hand Capri Sun Juice Drink to loud kid, watch kid puncture
pouch and begin drinking, enjoy approximately 50 seconds of silence,
repeat as necessary. "
BOOZE LOCKERS
Tito's is the king of superfluous swag. One of its latest products is the
sports-inspired Bottle Locker, literally a mini branded locker that perfectly
fits a one-liter bottle of Tito's vodka, with a Game Day Essentials plaque on
the front. The tagline: " Just open up the Tito's Bottle Locker to hype up your
team with your favorite team spirit. "
GRANOLA BELTS
On National Nude Day (July 14), Bear Naked set out to help hikers enjoy
their favorite pastime " the way nature intended " -in the nude. The brand
partnered with the Gaia app to help hikers find trails where nudity is permitted,
then created a hiking belt that covers the wearer's nether regions
with a bag of strategically placed Bear Naked Granola, the perfect accessory
for their naked treks.
8
EVENT MARKETER FALL 2023
eventmarketer.com
IMAGE CREDITS: SKITTLES, NATURAL LIGHT, EGGO, BEAR NAKED
http://www.eventmarketer.com
evm_september-2023

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