For more than six decades, PPAI’s Pyramid Awards for client promotions have illuminated the promo industry’s most creative, original and innovative campaigns.
This year’s winners offer dozens of ideas in 11 categories to spark your imagination. PPAI presents its most coveted prize to these 21 client promotions in recognition of their unmatched creativity, inspired execution and brilliant craftsmanship.
Consumer Programs
Gold Winner
Arid Zone
Arid Zone partnered with liquor distributor Good Drinks Australia to raise awareness and ultimately increase sales of Coors beer in bars, pubs and clubs throughout Australia during Super Bowl 2024. With a budget of $120,000, six branded gift-with-purchase items were produced targeting more than 30,000 males aged 18-45. Products included 22,000 Coors-branded trucker caps, 2,300 Coors-branded replica NFL jerseys and 500 Coors-branded NFL balls.
Good Drinks further promoted the connection between Coors and the Super Bowl by distributing 2,500 tabletop games to the venues that doubled as point-of-sale drivers. Large Coors-branded NFL inflatable throwing targets were used during halftime to generate interaction with consumers. Good Drinks also promoted the campaign with various point-of-sale posters, video and social media ads.
With 180 venues participating, the campaign exceeded its objectives thanks to the strategic selection of promo merchandise that aligned perfectly with the event and strongly resonated with the target audience.
Silver Winner
BAMKO
Bush Brothers and Company, producers of Bush’s Baked Beans, wanted to generate fresh excitement and attention for the pantry staple. Its goal was to create a promo item that was long-lasting, functional, humorous and kept the brand top of mind with consumers.
That’s where BAMKO came in. A limited-edition can opener was designed that featured a custom football-shaped handle and memorable catchphrases from well-known former NFL player and media personality Peyton Manning. Within just an hour of launching the campaign, all 5,000 can openers had been claimed, highlighting the incredible enthusiasm and demand for this specialty item.
Sales Incentive Programs
Gold Winner
Concepts & Associates
Thompson Tractor, a heavy equipment dealer, sought to increase sales of its compactor machines to select pavement customers in Alabama and the northwest Florida Panhandle. The company enlisted the help of Concepts & Associates, which developed a mail campaign in which 100 to 150 key clients ultimately participated. The campaign was intentionally rolled out during the sweltering days of summer 2023 using the slogan “Hot Mix, Cool Savings.”
Inspired by a retro vibe, the mail package was designed to include a Bluetooth speaker in the shape of a cassette tape with two QR codes: one linked to a special promotional offer and the other linked to a curated 1980s Spotify playlist for a nostalgic and fun element. The campaign highlighted five different compactor machine models available at various price points.
For distribution of the mail package, some of the specially designed boxes were shipped directly to select customers, while others were hand-delivered by sales reps. The personal approach encouraged meaningful interactions between the reps and their customers, fostering stronger connections and making the exchange more personable and impactful.
The results of the campaign exceeded the company’s objectives by driving significant machine sales and engagement for the client. Impressively, the sale of just one machine covered the program’s costs several times over, underscoring the effectiveness of this promotional strategy.
Silver
BAMKO
When Intuitive Surgical, a global leader in minimally invasive care and the pioneer of robotic-assisted surgery, came to BAMKO looking for ideas to raise awareness of its surgical robots, the BAMKO team took a decidedly hands-on approach. They suggested designing a custom buildable block set depicting one of the company’s top medical devices.
The set was made available on the employee webstore so sales reps could purchase sets and give them to surgeons who were a primary target of this promotion. The purchase included a branded box, and the item was available only as long as supplies lasted, adding to its exclusivity. The client purchased approximately 300 buildable sets at $100 per set to initially stock the webstore.
This out-of-the-box solution was a hit among Intuitive employees, with the buildable robots selling out quickly. As employees shared their finished designs via social media and in person, the exposure generated exactly the kind of top-of-mind awareness the client wanted. Intuitive was so pleased with the project that it asked BAMKO to design a second robotic block set for future release.
Business-To-Business Programs
Gold Winner
IMAGEN
Licensed doctors and certified health professionals were the desired demographic to join an ambassador program for Lifeboost Coffee, a low-acid, organic coffee that promotes wellness. By leveraging the credibility of medical professionals, the program IMAGEN developed aimed to increase market share and brand loyalty within the health-conscious consumer base.
The strategy was to provide these medical professionals with a carefully selected promotional kit that they could seamlessly integrate into their practice. The kit included a branded coffee mug with a daily reminder of the coffee’s health benefits, a measuring spoon and bag clip to encourage accurate use of Lifeboost Coffee, a cozy T-shirt to foster a sense of connection with the brand, a prescription notepad to help doctors “prescribe” Lifeboost Coffee to their patients, and a desk display to promote the product in patient waiting areas. The theme “Boost Your Health With Lifeboost” was woven into every element of the kit, with the Lifeboost logo and health messaging prominently displayed.
The campaign was launched in phases, beginning with six ambassadors and expanding to 168 by the year’s end. IMAGEN also developed an internal ordering system for the Lifeboost team, and the system was integrated with Shipstation for quick and seamless delivery to new ambassadors.
The Lifeboost Coffee Ambassador Program and its $12,000 investment delivered exceptional results, creating 162 new ambassadors. This growth represents a 2,600% increase from the initial six ambassadors, significantly surpassing the client’s expectations.
Silver Winner
Bright Ideas
Bright Ideas was challenged with suggesting a holiday gift idea for its client, Crown Property Management, to give to 1,000 commercial tenants in its buildings across Ontario. The gift had to be shareable, sustainable, have utility beyond the holiday season and help keep the property manager top of mind. Ideally, the client also wanted the gift to remain in the office and foster a sense of community.
Having provided many gifts for this client in the past, the Bright Ideas team brainstormed to come up with something unique that checked all the boxes. They proposed a customized, 800-piece building-block set of the company’s award-winning flagship building, complete with an exercise room, beehives on the roof and surrounding greenery.
The blocks are engineered to optimize material usage and minimize waste and are compatible with Lego bricks, allowing users to combine them with Lego parts to build new and creative items. They were also shipped in pieces, reducing the size of the shipments and lowering carbon emissions associated with transportation. Bright Ideas also created retail-style packaging for the item, including building instructions and a customized box.
Based on feedback the client received from its tenants, this was the most successful gift they had ever sent. Bright Ideas even received several phone calls from the client’s tenants inquiring about producing a similar item for their own companies.
Social Responsibility Programs
Gold Winner
Promotional Partners
“The Human Behind The Shield” is an award-winning promotion developed by Promotional Partners for the Apex, North Carolina, and Shaker Heights, Ohio, police departments to foster community engagement. The objective was to help break down barriers between law enforcement officers and the communities they serve by reaching out to youth and humanizing officers in the eyes of the youngest residents.
To carry this important message, an illustrated children’s book titled Who’s Behind The Badge? was developed, and its availability was first promoted at a Juneteenth event in Apex and a book signing at the public library in Shaker Heights, each drawing thousands of participants. The books revealed personal information about the officers, such as their hobbies, feelings, families, pets, goals and why they chose to serve. Officers in both towns were encouraged to participate – the Apex book featured 20 officers, and the Shaker Heights book featured 17 officers.
This unconventional tool opened dialogue in a way that both the officers and children found exciting, and helped them discover common ground, build trust and cultivate a positive perception of law enforcement officers.
Silver Winner
BAMKO
MetLife wanted to do more than simply give its 4,300 employees a year-end gift. The company wanted to leverage the opportunity into a company-wide sustainability effort and generate results for both the staff and the environment. To that end, BAMKO suggested a RIPL bottle to begin a ripple of change by promoting a positive impact on people, communities and the environment. With each RIPL bottle gifted, the company sponsored a full day of employment for individuals in Bali, Indonesia, to collect plastic from the beaches. To double down on this philanthropic effort, MetLife also planted a tree for each employee who received a gift.
The bottles were customized with PMS color matching, plus a logo on burlap bags and a QR code linking to a site highlighting the project’s impact on employing people in impoverished communities. BAMKO also established a slogan, “Your MetLife x RIPL bottle set off a massive ripple effect of positive change,” to express the mission of the program in a clear and intentional way.
The program generated more than 11 years of employment time, prevented approximately 4.3 million plastic bottles from reaching the ocean and filled 15,000 garbage bags with discarded plastic. It also led to approximately 4,300 trees being planted.
Tradeshow/Exhibit Traffic Programs
Gold Winner
Honeycomb Promotional Marketing Agency
The desire to drive trade show traffic to its booth at the Gartner Data & Analytics Summit in Sydney, Australia, led data and analytics provider SAS to enlist the creative minds at Honeycomb Promotional Marketing Agency. Approximately 1,000 data professionals and industry leaders were expected to attend the show, and SAS wanted to engage and generate qualified leads with at least 400 of them.
Working with the belief that event attendees will provide more data if there is the promise of a personalized gift, the company also demonstrated the power of real-time data and personalization through the on-site customization of promotional merchandise.
Visitors were invited to complete a survey on a custom landing page in exchange for a Trends Nomad Deco Vacuum Bottle, a 650ml powder-coated double-walled bottle that could be personalized on-site using engraving machines. To amplify the visual impact of the activation and create another opportunity for personalization, visitors could also select their bottle color. SMS notifications were sent to visitors when their bottles were ready for pick-up.
This strategy created multiple engagement touchpoints and exceeded expectations, achieving 700 unique visitors, a 175% increase over the initial target of 400. Over the two-day event, more than 1,000 bottles were engraved as many attendees requested additional bottles for colleagues.
Silver Winner
BAMKO
John Deere wanted to engage ranch owners and cowboys attending the National Cattlemen’s Beef Association Annual Convention. When the company approached BAMKO for an unconventional but useful branded giveaway, the goal was to engage with at least 400 of the 7,000 convention attendees. The distributor team came up with the idea of a branded boot jack, a tool that helps the wearer easily remove their boots.
Through research, BAMKO found an out-of-the industry company that could produce and deliver 400 branded wooden boot jacks for the client. By daring to think outside the box and explore alternative avenues, the distributor delivered an exceptional outcome for its client while helping them leave a lasting impression on their target audience.
Client Branding Programs
Gold Winner
The Dunstan Group
When Goldie’s, a multi-space live-music and food venue, opened in Charlotte, North Carolina, its owners wanted to promote the brand and its unique customer experience to draw in local music and foodie fans.
With help from The Dunstan Group, Goldie’s incorporated its branding into all the gear and goods at the venue from employee apparel, cups and utensils to branded merch sold on site, including caps, tees, hoodies and even drumsticks that patrons could purchase to take the Goldie’s good-time experience home.
As a result of the creativity and branding expertise brought by The Dunstan Group, Goldie’s co-founder was thrilled with the outcome, reporting that sales were far ahead of projections and the level of customer traffic was exceptionally heavy, especially on weekends.
Silver Winner
Arid Zone
With 70-80% of people in New Zealand consuming yogurt, the Chobani brand, as a newcomer in a mature marketplace, wanted more than a taste of the action. Chobani sought to elevate its brand awareness and establish itself as a beloved brand among New Zealand consumers. Additionally, as the exclusive yogurt partner of Countdown supermarkets, the company aimed to drive incremental sales for the entire yogurt category and solidify its reputation as a category innovator.
Arid Zone developed a multipronged approach built around the passion Kiwis have for rugby, especially their national team, the All Blacks. The plan began with the creation of a limited-edition Chobani x All Blacks Greek Yogurt. It was sold in the supermarket’s dairy department, which was transformed into a rugby stadium complete with full-aisle floor decals, mock goal posts, mock stadium lights and spectators, and headers above the cooler doors.
The highlight was an in-store meet-and-greet autograph signing with three well-known All Blacks rugby stars in a custom-designed signing booth. Countdown store staff were also dressed in co-branded Chobani x All Blacks shirts, and branded promotional products, including kicking tees, rugby balls and boot bags, were produced as giveaways for shoppers.
The promotion helped Chobani successfully disrupt the market with a 48% incremental sales increase for the Countdown yogurt category.
Distributor/Supplier Collaboration
Gold Winners
HDS Marketing
Numo Manufacturing
HDS Marketing developed a unique upcycling project that turned a highly recognizable landmark in Pittsburgh, Pennsylvania, into a limited-edition souvenir. The landmark was the Pittsburgh Brewing Company’s billboard for Iron City Beer, which had served its time roadside and was beloved among Pittsburgh and brewery enthusiasts. HDS Marketing knew the signage could be given a second life and would elevate the brewery’s brand in the process.
HDS worked with Numo Manufacturing to turn the billboard into 432 bags, totes, zippered pouches and coin purses, each branded with a woven label that replicated the billboard.
The client reported remarkable results, saying the project increased sales, attracted new eco-conscious customers, reinforced brand loyalty and elevated community engagement by connecting local consumers with the history of the signage they all knew so well.
Silver Winners
Taylor Promotional Marketing
Towel Specialties
Fifteen thousand game-day fans who packed Target Center in Minneapolis to see the Minnesota Timberwolves play one evening took home an unexpected and special souvenir. In appreciation of their team devotion, each fan was given an imprinted towel compliments of the NBA team.
The idea for the towel was one of several promo items suggested to the team’s decision makers by Taylor Promotional Marketing playing off the Minnesota slogan “Land of 10,000 Lakes,” which focused on items that could be used during a day on the lake. The planning for the promotion started months in advance, which allowed the distributor time to source the best towel at the best price. Towel Specialties produced and delivered the towels well in advance of the event and the client – and fans – were thrilled with the outcome.
Educational Programs
Gold Winner
IMAGEN
IMAGEN partnered with the County of Los Angeles Department of Mental Health to design an engaging campaign using branded merch to maximize the impact of the department’s “Take Action” initiative. The goal was to encourage simple, everyday actions to promote good mental health.
Five products were selected and paired with the campaign’s message, such as “Take a Break and Go Outside!” coupled with sunglasses and “Take Control of Your Health!” paired with hand sanitizer. Other products included a cooling towel, a magnet bag clip and a tumbler, all accompanied with a message to encourage better mental health. Approximately 10,000 products were distributed to an estimated 7,500 community members during 14 department-hosted events.
The campaign boosted booth traffic by 40%, and post-event surveys revealed that 90% of attendees remembered the products and associated mental health messages. This initiative also contributed to potential long-term savings for the county through reduced strain on mental health services and increased workforce productivity, with an estimated $500,000 saved annually in related costs.
Silver Winner
Concepts & Associates
When the Coca-Cola Bottling Company UNITED held its inaugural Leadership Academy in Atlanta, the goal was to foster collaboration, growth and innovation among the 250 top leaders, key decision-makers and influencers in attendance. As part of the event collateral, Concepts & Associates presented various products for consideration, with the Rocketbook Letter Flip Notebook ultimately selected for its functionality and sustainability. The notebook was prominently imprinted with a custom logo and distributed to attendees at the start of the conference.
With laptops prohibited during the meeting, the Rocketbooks encouraged greater focus on the speakers, increasing participation by 90%. The overall impact was significant: attendees reported a 20% increase in productivity, with 85% noting that the Rocketbooks helped them implement new strategies more effectively. The reusable nature of the notebooks also supported Coca-Cola UNITED’s sustainability goals by reducing paper waste.
Employee Incentive & Recognition Programs
Gold Winner
IICON Creative Strategies
To celebrate the 65th anniversary of Ironworkers Local 786 in Sudbury, Ontario, and honor the rich history of the union and its 400 members, decision makers turned to IICON Creative Strategies to produce commemorative apparel that reflected the strong image of the union.
A custom logo was designed to decorate the items selected including a premium, lightweight technical jacket and union-made-in-Canada T-shirts available in four colors. The back of the tees were printed with the Ironworkers Charter taken from an old photo, and the jackets for the management team also included personalization on the sleeve. Black mesh-back trucker hats decorated with a laser-engraved patch completed the collection.
Some of the items were given to members and executives at union hall meetings, and the products were also sold in the union’s online store. By giving away the popular hats and T-shirts at meetings, attendance increased by 20%, and as the apparel was seen around town, it prompted inquiries to the union – 30% of which resulted in new apprentices who joined the training program.
Silver Winner
BAMKO
Finding the perfect gift can sometimes be challenging, but BAMKO came through for its client. Total Quality Logistics, a freight brokerage and third-party logistics firm, wanted to give a functional and innovative holiday gift to all 38,500 employees, customers and carriers. And the company wanted the gift to be the first gift of the season – an ambitious goal even for a logistics company.
The product the company selected was a custom glass dry-erase board with imprinted dry-erase marker, greeting card, monitor calendar and custom box fitted with foam inserts to create a memorable and useful gift package. The dry-erase board was not only attractive and useful, but it aimed to increase productivity through daily use and reminded recipients of the giver through daily views.
A total of 28,500 packages were drop-shipped on time, with the balance of gifts distributed individually. The response to the gift was overwhelmingly positive, so much so that brokers at TQL requested additional gifts in response to high demand from their customers.
Internal Communication Programs
Gold Winner
Creative Boulevard
“Love On A Tight Timeline” sounds like a Hallmark movie, but it’s actually the name for this winning Valentine’s Day promotion crafted and executed by Creative Boulevard. Every year on February 14, normal operations at its client, Rethink Communications LP, are paused while the team enjoys fun activities like a Hearts tournament and secret Valentine exchanges.
Using the theme “Sexy Silk / Romance Novels” as inspiration, Creative Boulevard designed custom team gifts amped up with racy one-liners such as “The eternal flame of our undying love for really big decks” on candles, “Shut up & peer review my lips” on lip balms and “Love on a tight timeline – keep going don’t stop” on notebooks. The Valentine’s Day event was a hit, with all the gifts snapped up by Rethink staff, signaling strong engagement and genuine appreciation for the originality.
Silver Winner
Sonic Promos
When Southern Management Companies, a residential building leasing and management company, approached Sonic Promos for a promo item to tie into its 50th anniversary celebration, the company had two key requirements. The product had to appeal to all 1,200 employees, from maintenance to leasing office professionals to C-suite executives, and it had to work for non-English speakers.
The solution was a deck of custom playing cards. The backs of the cards featured a design that encapsulated the journey of the company throughout the decades. Every card displayed vivid images and information related to the company’s various communities and properties, internal corporate programs and even the faces of notable employees. One card contained a QR code linked to a custom landing page for more information about the people featured on the cards, the company’s values and training resources. This allowed for a unique storytelling experience, engaging the audience with the rich history and accomplishments of the company.
The custom card decks were distributed to employees during an anniversary gala in Maryland. Following the success of the event, Sonic Promos presented its client with four sheets of uncut playing cards that could be used as commemorative posters to congratulate the company on the success of this project.
Not-For-Profit Programs
Gold Winner
Red Tomato
The Pirtek Fishing Challenge is the largest annual catch-and-release fishing tournament in the southern hemisphere. Its goal is to raise funds for medical research, particularly the Prostate Cancer Foundation of Australia and the Peter Duncan Neurosciences Research Unit. The event encourages families across Australia to enjoy a day of fishing filled with interactive elements while supporting a worthy cause.
Over the years, Australia-based distributor Red Tomato has partnered with Pirtek to help enhance the experience and raise funds for charity. Each year, registered contestants receive a set of items including a limited-edition brag mat used to measure the catch, a cap and a sticker for their boats or cars. Additional merchandise like fishing shirts, spray jackets, broad hats and coolers are available for purchase.
Thanks to Red Tomato’s efforts, last year’s tournament attracted 9,931 men and women, and 40% were new participants. The website played a crucial role in promoting the event, serving as a hub for registration, event updates, merchandise purchases and photo uploads from the competition. It garnered 924,305 page views from 70,405 unique users, with an average session duration of 2.18 minutes. Most importantly, the event raised more than $300,000 for the charities.
Filipski is a freelance writer.
