Flavored Mints in Custom Tins Gains Brand Awareness for Top Bridal Gown Vendor

Challenge: A Bridal gown vendor was looking to find an easy-to-carry, useful and unique promotional product with long staying power to promote brand awareness to the trade. Each year many thousands of brides, bridesmaids and flower girls eagerly dream of their walks down the aisle wearing bridal gowns, bridesmaid gowns, flower girl dresses, veils and other accessories from the company’s designer apparel lines. To maintain that awareness they market their bridal apparel to consumers through bridal magazines, trunk shows and catalogs, and present their lines to retailers at the world’s top bridal tradeshows, such as the week-long Bridal Market Weeks held in Barcelona and New York. The reach provided by such shows is impressive: more than 1,500 retailers and media outlets from the U.S. and abroad attend the New York event; Barcelona boasts an attendance of more than 20,000. It was with the upcoming U.S. Bridal week in mind that the company’s team turned to their promotional products distributor who presented promotional mints.

Solution: Mints made good sense for their show room venue because: they are 1) a unique promotional product not typically offered by other bridal show exhibitors; 2) small and compact, easy for retailer buyers to slip into pockets, purses and bags; 3) useful in the bridal week setting, where retailers and members of the press enjoy abundant opportunities for eating and up-close-and-personal speaking with peers, designers and clients; and 4) highly desirable to the week’s primarily female audience.

The promotional product distributor showed the marketing team several promotional mints that could become their private-label stash, from which they selected the Small Mint Tin in a durable tin. The tin was just what the team had hoped for, with a black color perfectly in tune with the deep, dark richness of the company logo and website, and with a spacious lid with plenty of room for the bridal gown vendor imprint. Branding space was especially important to the team for this particular show as they had also recently launched the new website to establish the company as the “go-to” location for all its represented brands. Plus, recipients would be less likely to throw away the reusable tin, providing added reach and long-lasting promotional power—just what the team needed to help transfer brand awareness away from the individual brands and to the bridal gown vendor.

Result: Mints please tradeshow goers; the bridal gown vendor expands use of mints to additional venues in the U.S. and Europe. The marketing team reports that retailers and members of the press who stopped by their showroom during the event helped themselves to handfuls of mint tins, guaranteeing that they’d see the company name each time they reached for a mint and reminding recipients that represented designers are now available through the new website. The mints proved so successful that the team added them to gift bags given to bridal, beauty and fashion editors at top bridal publications during the fashion show that week, and also introduced them into the marketing mix for European events as well, changing flavors as needed to suit the variability of cultural tastes. For instance, the team selected fruity instead of minty flavored mints for their United Kingdom market, as people in the UK tend to favor fruity over spicy. To toast another successful promotion we raise our mints and say, “Bon appétit!