The American Cancer Society enlisted the help of Brand Fuel (PPAI 277900, Gold), based in Raleigh, North Carolina, to launch new branding to its global board of directors and very important volunteers.
Brand Fuel developed an unboxing experience designed to share a preview of the new brand and messaging. This included meaningful, message-driven, brand-name products designed to make stakeholders feel important and encourage them to use, wear and buy the new branded items, as well as to donate.
All the branded items were chosen for their quality, sustainability and fit with the new ACS brand voice, and they feature new brand colors and taglines, such as Every Journey is Different, Hope for the Future and Knowledge is Power. The custom gift boxes also included a QR code to the new ACS website and store at shop.cancer.org, plus an NFC-enabled water bottle to connect recipients with a donation page.
Donations surged after the kits were received, as well as donor community engagement. The new ACS online shop, also built by Brand Fuel, has driven roughly a quarter-million dollars in sales of the new merch since the brand reveal.
