Sip and Shop: How On-Pack Gift Merchandise Drives Impulse Buy?

Beverage brands are becoming more strategic in their product promotional efforts. Instead of just selling their beverages as standalone items, they offer them with on-pack gift merchandise to attract more customers. These merchandise are often attached to the exterior of a product package or sometimes riding with a special sleeve.

And talking about on-pack merchandise, we’ve come across these custom items in a Vietnam store, offered by various beverage brands. Let’s take a look at each item and discuss how they help these brands encourage impulse buy and generate sales. Let’s get started!

This promotion ran during the Tet holiday. These brands found the occasion an opportunity to sell their products, as the increased foot traffic in markets and stores during this festive season presented a favourable sales environment for them.

On-Pack Gift Merchandise Ideas from Beverage Brands

1. Custom Tumbler by Tea +

Trà Ô Long TEA+ is a product of Suntory Pepsico Vietnam. Aside from its creative product packaging, the brand encouraged shoppers to avail of its product with its custom-designed tumbler.

The on-pack gift merchandise is customised with the brand name and is displayed together with the bottles of the tea drinks. The tumbler is made of transparent plastic material and is ideal for daily use.

Aside from this custom tumbler, Tea + offered this tea box gift set during the Tet holiday. It includes ceramic plates, bowls, and tea sets.

Tea Gift Box Set: 4 Ways Trà Ô Long TEA+ Create Buzz in-Store

2. Promo Water Jug by Tropicana Twister

Another exciting complimentary gift offer inside this Vietnam store is this custom water jug by Tropicana Twister. The container comes in several colours— blue, orange and green, from which customers can choose.

3. Branded Bowl by Pepsi

It would be ironic to see a bowl being offered by a beverage brand. But believe it or not, this on-pack gift merchandise works. Though not that relevant to the main product sold, the free item clicks to shoppers, especially mothers as the custom-printed bowl is useful for them.

What we love about this bowl is that it is branded with the Pepsi logo, making it very recognisable on the shelf.

Here’s another unbelievable yet effective free item offered by Pepsi. In this promotion, the brand sells its product along with a custom-printed slipper.

Custom Printed Slippers – Purchase with Pepsi Drinks

4. Custom Glasses by Fanta

Aside from its tasty and flavourful drinks, Fanta brought excitement to shoppers with its free drinking glasses. There are two glass designs available. The on-pack gift merchandise make the perfect incentive as customers can use them daily.

Benefits of Using On-Pack Gift Merchandise in Marketing Beverages

On-pack gift merchandise can be a highly effective strategy to create impulse buys for beverages. Here are some benefits of using on-pack gift merchandise to create impulse purchases:

Increased Purchase Urgency

On-pack gift merchandise creates a sense of urgency and immediacy for customers to make a purchase. The inclusion of a free gift or promotional item with the beverage product can create a perceived limited-time offer, encouraging customers to make an impulsive purchase to take advantage of the promotion before it expires.

Enhanced Perceived Value

On-pack gift adds value to the beverage product, making it more appealing to customers. The perception of receiving something extra for free can create a sense of getting a good deal or saving money, which can be a strong motivator for impulse purchases.

Likewise, customers may feel that they are getting more value from the beverage product with the inclusion of a free gift, leading to an increased likelihood of making an impulsive purchase.

Novelty and Exclusivity

This promo material can offer novelty and exclusivity, as the promotional item may be unique or not available for purchase separately. This exclusivity can create a sense of urgency and FOMO (fear of missing out) among customers, driving them to make an impulse purchase to obtain the limited or exclusive gift item.

Enhanced Brand Affinity

On-pack free gift can help strengthen brand affinity and emotional connection with customers. When customers receive a free gift or promotional item, it can create a positive emotional response, such as joy or excitement, which can foster a sense of loyalty and affinity towards the brand.

This emotional connection can lead to impulsive purchases as customers are more likely to make spontaneous decisions based on their emotional attachment to the brand.

Word-of-Mouth Marketing

Free gift merchandise can also generate word-of-mouth marketing, as customers may share their excitement about the free gift or promotional item with friends, family, or on social media. Positive word-of-mouth can create buzz and encourage others to make impulsive purchases to take advantage of the promotion.

Repeat Purchases

Impulse purchases driven by on-pack gift merchandise can also lead to repeat purchases. If customers are satisfied with the free gift or promotional item they received, it can create a positive impression and encourage them to make repeat purchases of the beverage product in the future.

See more on-pack gift ideas from various beverage brands:

We spotted this promotion at a supermarket in Kathmandu, Nepal. Shoppers will get a branded tumbler when they purchase a pack of Nestea Lemon. Learn more about this promotion here:

Custom Water Tumbler – Beat the Heat with Nestea On-Pack Gift

The tough competition in the beverage industry pushes the Milo brand to keep finding ways to sell its product in the market. We spotted its on-pack gift promotion in a Vietnam store recently. The brand incentivizes its customers with free custom tumblers.

Milo Sporty On-Pack Gift Promo: 5 Reasons Incentive Marketing Works!

Who wouldn’t want to receive this free item? Indeed, every customer would urge to avail of Milo products to get the freebie. Useful and obviously durable, this promotional lunch box is worthy of the customer’s money.

How Milo’s Custom-Printed Lunch Box Stirs Shoppers’ Interest?

For this GWP promotion, Ahmad Tea offers shoppers the chance to get its iconic Fenjan tea glass in every purchase of its English Breakfast tea variant.

Ahmad Tea Entice Shoppers In-Store: Why Does A Branded GWP Item Work?

In Conclusion

On-pack gift merchandise can be a powerful strategy to create impulse buys for beverages by increasing purchase urgency, enhancing perceived value, leveraging eye-catching packaging, offering novelty and exclusivity, enhancing brand affinity, generating word-of-mouth marketing, and driving repeat purchases.

When implemented strategically, it can capitalize on consumers’ impulsive buying behaviour and boost sales for beverage products.

What Can ODM Do?

If you’re considering running promotions with on-pack gift merchandise, the ODM team is here to help you bring your ideas to life! Our experienced product designers from Mindsparkz can assist you with all your design needs.

In addition to gift set ideas, we also produce gift-with-purchase merchandise, custom marketing gifts, on-pack premiums, and a wide variety of premium giveaways. We have an extensive range of products and services available in our store, so be sure to connect with our team to get started on your promotional campaign!