The project
ASML handed out stroopwafels, the classic Dutch waffle treat, as merch at one of its events. It's a relevant, culturally grounded choice for a company built in the Netherlands.
How it scored
Product: 7.9
Stroopwafels are genuinely well-loved and instantly recognizable as Dutch, giving the item real relevance to ASML's home turf.
Branding: 7.4
The idea is on point, but the packaging stays fairly generic. A more distinctive box or wrapper would have made this feel like a designed product rather than a snack with a sticker.
Activation: 7.2
Handed out at an event, which limits reach and repeatability. There was room to extend it further, whether through wider distribution or a stronger unboxing moment.
The verdict
A relevant, well-chosen product that plays it safe. The idea earns its place, but the execution around it could have gone much further.