This week in Chattanooga, Tennessee, cameras are rolling on PPAI’s most ambitious efforts yet to change how the wider marketing world sees branded merchandise.
The live video and photography shoot marks a final production push for a soon-to-be-released global campaign designed to position branded merchandise as the premier marketing channel to power lasting connections.
The work underway will provide the visual foundation for a broad mix of digital and social assets available for the campaign and PPAI member use alike.
The campaign grew from a familiar industry challenge: Branded merchandise continues to compete against outdated perceptions, fragmented messaging and an expanding mix of alternative media channels. Too often, it is still treated as a tactical add-on or a “nice to have,” rather than a strategic investment capable of building brand affinity, extending visibility and creating lasting emotional ties for consumers.
PPAI’s goal is to help change that equation through the equivalent of a “Got Milk” campaign for branded merchandise.
Over the past year, the Association assembled a global task force of marketing leaders representing distributors, suppliers and business service providers of varying sizes and markets. Its role was to help ensure the campaign could reflect the breadth of the industry while also being adaptable across countries and cultures.
Following a competitive agency review, the creative work was assigned to respected marketing agency Yes&, which moved into a research phase that included interviews with buyers, merchandise recipients and PPAI members, along with category research and survey validation. The findings pointed to a central tension: The obstacle is not simply awareness. It is proof.
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Marketing decision-makers increasingly expect every channel to demonstrate value. For branded merchandise, the biggest barriers include unclear ROI, procurement pressure, competition from digital budgets and lingering assumptions about low-value “swag.” At the same time, the research affirmed the medium’s strongest advantages: usefulness, personalization, quality, repeated exposure and the ability to create memory, identity and belonging.
That insight shaped both the creative direction and the campaign strategy.
End buyers will be the primary persuasion audience, while PPAI members have the opportunity to serve as the campaign’s amplification layer. Messaging will be tailored around what different buyers need branded merchandise to prove – whether that is a stronger business case, better brand expression, easier execution, responsible sourcing or deeper affiliation.
The campaign is also being built to move audiences beyond initial awareness. Paid media, search, influencer partnerships, thought leadership and strategic collaborations will direct buyers to a central content hub featuring education, case studies, planning resources and proof tools. The goal is to guide users from discovery to evidence, from evidence to belief and ultimately from belief to action.
For members, the campaign is intended to become more than a public-facing advertising effort. PPAI will provide reusable assets, talking points, education and tools that companies can adapt and share in their own markets, helping the industry reinforce a unified message at scale.
The creative itself will aim to feel modern, human and emotionally resonant – with enough edge and humor to cut through the noise, while still representing the full spectrum of branded merchandise applications, from premium brand experiences to everyday employee, safety and recognition programs.
This week’s Chattanooga shoot brings that strategy to life. What is being produced this week is designed not merely to promote products, but to make a larger argument: The best branded merchandise is chosen with intention, kept because it matters and remembered because it creates a real connection.
PPAI has scheduled a member town hall for Aug. 20, where more details will be shared as the campaign moves closer to launch. Registration is now open.
