It's not often that we see a full marketing merchandise campaign launched with pastel colours at its core, but Popsugar Playground, a festival of empowering events for women that ran in June of 2019, isn't your average event. Popsugar Playground is, of course, a popup show organised by the Popsugar group responsible for the famous culture website as well as a variety of shopping experiences. Rather than shy away from traditionally feminine colours, this event embraced them -- with dazzling results!

Promotional Swag With a Colourful Twist

Popsugar Playground (both in 2018 and 2019) was unmistakably aiming for the young woman influencer market, and part of what appeals to that demographic is eye-catching and easily photographed merchandise. There's been a trend of (pastel) unicorn drinks and snacks on Instagram drawing considerable attention from subscribers so using these colours for marketing an event attended by audiences already enamoured with these shades is a genius idea. What swag did the event sell to eager attendees? A heck of a lot of stylish promotional clothing!

Why Do These Branded Items "Work"?

The clothing from Popsugar Playground taps into the zeitgeist by providing uplifting, positive slogans with simple, appealing colour combinations. A basic promotional cotton t-shirt becomes a must-have item when the branding slogan is A) relevant to the intended audience, and B) in a colour that attracts attention without being unappealing. Similarly, the rainbow lightning bolt shirts also work for the Popsugar audience as they're colourful without being too colourful and they work well as designer wear even if someone were unfamiliar with the event.

Standing Out With Unique Event Merchandise

Are you planning an event and looking for ways to make your merchandise stand out? Then take a cue from Popsugar Playground. They crushed it by using pastel colours and trendy designs that resonated with their attendees. And guess what? You can do the same too! Get creative with your swag - promotional water bottles, create branded tote bags, or explore other unique options. The more attention-grabbing your items are, the more buzz you'll generate for your event while increasing brand recognition.

Creating a Cohesive Branded Experience

One of the most important aspects of any marketing campaign is consistency. This means ensuring all aspects of your branding - from your website design to your promotional events - work together seamlessly. Popsugar Playground did an excellent job at creating a cohesive experience for their attendees by using consistent visual elements (such as pastel colours) throughout all touchpoints. When planning your own event, consider how you can create a strong brand identity through colour palettes, graphics, messaging and other elements.

Finding Your Own Inspiration

Admittedly pastel colours and tie-dyed look sweats aren't going to work for a lot of campaigns, but it's worth considering the motivation behind using them for this event. These are colours, clothes, and designs all made to suit the attendees of the event. Each element has been carefully selected to appeal to the event's target market. If you can do this for your next event, considering what your recipients would most like to purchase or receive, you'll be well on your way to similar marketing success. If you're struggling with ideas or colour selection please contact our sales team for expert advice.

Details first spotted here: https://www.popsugarplayground.com/