The project
Runway created its own hot sauce from scratch, right down to a custom landing page for ordering it. Every bottle arrived in bold, highly custom packaging, and every bottle had a real $100 bill attached.
How it scored
Product: 8.7
A completely unique custom product with custom packaging. The $100 bill is the gimmick that makes it memorable and gives the gift real, tangible value.
Branding: 8.8
Every piece of this campaign is finished in detail, down to a gold foil print on the packaging. Nothing about it feels like an afterthought.
Activation: 8.8
Sent out as an ABM gift to grab attention with real ROI behind it. People posted about it unprompted, and it's now sold out with a waiting list, on top of also being available to buy directly.
The verdict
Our new Merch Review leader: a unique product, meticulous branding, and an activation that generated real, unprompted buzz.