The Backpack: Issue #30

Miller Lite's Super Bowl (merchified) beer run

What’s replacing the big, pricey Super Bowl ad for Miller Lite? Merch. Get this: 1,000 fans can register to receive a Miller Game Time Jersey “emblazoned with a QR code” which can be scanned for the chance to win even more… beer money. Actor and comedian Rob Riggle is spearheading the “Running of the Beer Ads,” where participants who make a beer run during the Super Bowl (wearing their jersey) can then be scanned “for the chance to win a share of a $170,000 prize, along with other rewards. Additionally, the top five individuals whose jerseys are scanned the most will receive beer for a year.” In your Homer Simpson voice, say with it with us: Beer for a year. Sign. Me. Up.

The ops behind the losing team’s Super Bowl merch

If you’ve ever wondered what happens to all that pre-printed Super Bowl merch and how it doesn’t end up pirated by eBay resellers, wonder no more: The NFL has a special op just for that. “Before 1997, after the final whistle, the bum merch was destroyed.” Then World Vision stepped in and for nearly 20 years, helped distribute thousands of unused merch to communities in need. In 2015, Good360 took over the mission. And now you know where all that 49ers merch will end up after the Super Bowl. 😂 Fast Company has a cool breakdown of the process here.

Keep an eye on this newcomer: True Blanks

Back in November, we broke some news about the big new AI merch disruptor on the promo block: H&M’s Creator Studio. Now, the studio has released its own fashion label “made for merch,” known as True Blanks. Not only did they just drop their first totes and hats, but they are reinventing merch using AR (check out what the Stockholm-based company co-created with Disney here). One to watch.

10 visionary ideas shared at skuconX

The first skucon was held at the now-infamous and aptly named Inspire Theater, a former 7-Eleven turned nightclub and lounge. Fast-forward: In a near-decade of skucons, approximately 150 speakers —most of whom came from within the community— took to the stage to share their struggles, their triumphs, and their vision of what a new industry future should look like. And over 1500 people attended both virtual and in-person skucon events from all over the world, from the far reaches of Australia to the United Kingdom. But skuconX will go down in the record books, in the words of one attendee, as the “best skucon ever.” If you missed it (or if you need a refresher), here are 10 visionary ideas shared at skuconX!

The Disruptors: Jason Lucash and Mike Szymczak

Jason Lucash and Mike Szymczak, the two founders behind one of the industry’s most ingenious companies, Origaudio, are back! Jason and Mike sold Origaudio, to HPG in 2018, and after a few years, both retired from the industry. But for the Tom Brady and Brett Favre of promo, retirement was just a fling. The two entrepreneurs, known for their innovation in product, production, and distribution, launched a new brand with a bold mission: Rupt — and it sounds just as it was intended, an idea meant to disrupt the industry, particularly the status quo regarding transparency in sustainability. Tune into our interview recorded live from the Expo floor here!

And the award goes to…

The skummunity awards were created to honor the explorers, rule-breakers, dreamers, and innovators in the merch industry. At skucon in Jan, five recipients were recognized for their radical leadership and generosity: Russell Bird, Jordan Ettien, Joanna Kummer, and Zac Fowler, plus, the entire team at Gemline for their enhanced ePOs, check out the award winners here!

Valentine’s merch: Love at White Castle

You can keep your it-girl In-and-Out merch (which, is pretty garish tbh, and not in a “my grandpa would totally rock this” kinda way either). Where it’s at this Valentine’s is White Castle. For 33 years, White Castle has made their castles the place to celebrate Valentine’s with the one you love. Yes, you do need to make reservations (love that), but in addition, they’re rolling out a special merch campaign, including this “Valentine’s Day is For Cravers” t-shirt and this “Love Castle Robe.” And if you’re in Texas and you really want to make Valentine's special, on your way to the love castle, pick up some special-edition Buc-ee’s Valentine merch, ya big spender.

“Big dumb cups” are still making big news

First, Stanley cups are lauded for their power to practically withstand the flames of hell, but next-thing-ya-know Stanley’s being roasted 😂 on SNL for lead-based claims. Ahhhh… the life of a viral product. One day you’re a hero, next day, you’re sandwiched between Jacob Elordi and Reneé Rapp (hey, life can’t be all that bad).

In case you missed the controversy about the lead-based accusations and Stanley, here’s a breakdown. But before you go, just know that when news like this hits, it’s a wake-up moment for our industry. The New York Times debunked the claims: “But is it dangerous? No. Almost assuredly, no.” Still, the vids went viral, and the general and level-headed response to any lead being anywhere near, on, around, behind, or much less inside your cup is frightening and likely will create a trickle-down effect for you and your clients as you sell drinkware.

PCNA, who carries the Stanley Cup brand, issued a statement from Liz Haesler, PCNA's Global Chief Merchandising Officer: “Stanley has passed safety and compliance tests; all compliance documents are accessible on PCNA’s asset portal and our product pages.” For example, for the Stanley Quencher H2.0, you can scroll to the bottom for safety documentation (also found here). What are your thoughts? Are you hearing from clients about drinkware concerns? Got an opinion? Hit that reply and let us know.

Luminate’s music report drops some merch love

Luminate is entertainment’s preeminent data and insights company, unleashing access to the most essential info across the music, film, and television industries. Their year-end insight revealed some cool stats about merch: superfans spend 126% more on artist merch and alt-rock fans are 44% more likely to purchase merch compared to pop fans. And which Gen spends the most? GenZ (no surprise) spends a whopping 51% more on artist merch than the average fan. (I mean, as a main character, they prob do it just for the plot). Use these stats in your next presentation to educate your clients about GenZ-powered merch!

🌟 There are lots of “where to buy the best Superbowl merch” articles, but this from Variety might be our fave, maybe cause it features this Chief’s (Taylor-worn) pendant that is (gasp!) still in stock.

🍃 Sustainable supply can’t keep up with demand when it comes to recycled plastics.

👻 Silent Hill merch is making controversy. It’s trauma. If ya know, ya know.

👀 “Don’t sleep on the power of a good hat.” Awww, thank you Liz Schwab, great vid showing the power of merch and our collab with our friends at Outdoor Cap!

🛍️ Want to re-experience all that cool merch from Expo? View all of the virtual expo booth collections created by your favorite suppliers on commonsku here. Add these products to your next presentation or Shop with just one click!

👊 Seth Meyers said it: How bad are Democrats versus Republicans at the merch game? Dems are bad. Really bad. (We don’t take sides, we just report). What do you think, backpackers? Who is better at merch, Dems or Republicans? Hit the reply and let us know!

🤖 Some AI news: Google’s new text-to-video tool Lumiere is “scary good.”

✖️ We've compiled all the products from our skuconX kit for you and your team, all in one place! One-click shopping here!

👯 Oooohh, you mean copying a commonsku shop —an entire customer’s shop— is now as easy as a click? Pfffft. (Got your back, backpackers.)