Branded merchandise has not only grown up; it has undergone a glow up.
For years, company swag was treated as a volume play. What do I mean by that? Well, those responsible for ordering merch would place a big bulk order of an array of items, distribute them widely, and then hope that something sticks. And what was the guiding principle in selecting those items? Make them useful.
For some, that model still exists, but it is no longer where interesting and memorable decisions are made. Today, companies are approaching merch with the same scrutiny they use for other branding measures and investments. There is now great consideration in who it’s for, how it’s used, whether it reflects the business accurately, and perhaps most importantly, how cool is it?
Companies are opting for a more balanced pick in merch for recipients who are more receptive to the combination of function and appeal.
Practical Plus Pizzazz
Promotional products tend to linger. Physical objects in a person’s possession are around longer than digital impressions or campaigns that will eventually fade. According to the Promotional Products Association International (PPAI), recipients keep items for extended periods, oftentimes for years. That longevity means something. A less memorable or unused item becomes background noise attached to your company’s name. In the same PPAI study, over 75% of the respondents said they keep it because the item is useful.
But plenty of practical items come and go. It’s true that usefulness has taken over novelty, but that is not enough on its own. Utility gets the items distributed and, in the door, but cool is what helps it stay around. Items that stick must have a good balance of function and style. For example, a pen is useful, but it rarely stands out.
The shift in what constitutes “good” swag is differentiated by a few factors, including how thoughtful the design is, how good the quality of material is, and whether or not it promotes cultural awareness. The difference between something that gets used and something that gets noticed matters. For companies investing in merch, the consideration is no longer “Will people use this?” The most effective question is now, “Will people choose this?”
To help companies navigate what “cool” is in merch today, we’ve compiled a list of standout ideas shaping the current swag landscape.
ELECTRIC/USB CANDLE LIGHTERS
Electric Lighters create a tiny electric arc, hot enough to light anything a normal lighter can. Completely windproof and rechargeable. Has a long neck, great for lighting hard to reach wicks, BBQs, and stoves.
Why it works:
• Rechargeable & Reusable
• No Flames - No Butane
• Memorable Giveaway
FULL COLOR TWO-SIDED CUSTOM CARDS
Beyond traditional gameplay, custom card decks are great for training, team building, safety programs, or giveaways to share your message while keeping your brand in constant circulation. Communicate your message such as safety tips, motivational messages, "how-to” content which makes your brand both useful and memorable.
Why it works:
• Message on Every Card
• High Engagement
• Dual-Sided Branding
WINE GLASSES WITH THUMB NOTCH
The award-winning wine "glass" is actually not glass at all. It is made from a food-safe, BPA-free polymer, which reflects a wine's color and projects its aromatics much like crystal. Designed with an ergonomic thumb notch for a secure grip.
Why it works:
• Comfort Meets Function
• Shatterproof & Event Friendly
• Reusable Exposure
SMART PEN WRITING SET
Experience the magic of the inq Smart Pen Writing Set where handwritten notes instantly sync to your device, making it easy to capture, organize, and access ideas anytime, anywhere. It’s a powerful blend of traditional writing and modern technology that keeps your brand
connected to productivity and innovation.
Why it works:
• Instant Digital Sync
• Record, replay, and sync voice notes with written content
• Converts messy handwriting into clear, usable text
ERGONOMICAL FOLDABLE ANTIMICROBIAL KEYBOARD
In a workforce landscape that includes remote, hybrid and in-office schedules, a foldable keyboard that is both hygieneconscious and comfortable, means it is for everyone who works anywhere and everywhere.
Why it works:
• Ultra-Portable Design
• Brand travel beyond the office
• Ergonomic Comfort
CUSTOM SOCKS
Custom socks make excellent swag because they’re practical, wearable, and long-lasting. Your brand gets seen again and again.
Why it works:
• One Size, Big Impact
• Conversation Starter
• High Retention vs. Throwaway Swag
CUSTOM NEON SIGNS
Custom neon signs are a bold, eye-catching way to showcase your brand, creating instant visual impact wherever they’re displayed. With vibrant LED lighting and full customization, they turn logos and messaging into memorable, share-worthy moments that draw attention day and night.
Why it works:
• High Visual Impact
• Long-Lasting & Efficient
• Versatile Display
CUSTOM BLOCKS SET WITH CUSTOM BOX
A playful, buildable branding experience where a company’s product becomes part of something someone can construct. The custom packaging makes it a display piece before the product is even built.
Why it works:
• Increases engagement time
• Extends brand’s exposure
• Perfect for any event
LAPTOP POWER BANK WITH MAGNETIC CHARGING
A streamlined power bank that snaps onto the back of a laptop and eliminates the need to find an outlet. This keeps work moving while in the office, car, plane or at home.
Why it works:
• Perfection on the Go
• For Global Travel Ready Users
• All in One Power Solution
ON-THE-GO FRENCH PRESS STAINLESS STEEL COFFEE TUMBLER
A hybrid coffee system that delivers both caffeine and
corporate identity. Add coffee and water, press and go. It’s a hot product that makes incredibly cool merch.
Why it works:
• Because – coffee
• Travels for exposure
• Still works for other beverages
Michelle Pannell is Vice President of Diversified Marketing Strategies. For product info and other fun ideas, visit thinkdiversified.com.
