American Cancer Society

Launching a Rebrand through Kits and Branded Merchandise
Challenge

For the American Cancer Society's rebrand, Brand Fuel turned a gift box into a brand experience, layering premium merchandise, donation-ready water bottle, and a reveal of ACS's new identity into one unboxing moment for Board members and executives.

The result: $24K in initial donations, $240K in online store sales within months, and a finalist spot in PPAI's 2024 Pyramid Awards.

The American Cancer Society (ACS) rolled out a rebrand, and to ensure a successful launch, they wanted their most influential stakeholders to receive a thoughtful and exciting brand experience.

The Solution

Our team brainstormed what became a memorable unboxing experience with premium appreciation gifts to American Cancer Society's Board of Directors and Executive Team.
 
The ACS rebrand kit had many layers. The top layer featured a journal set, two pens and a printed invitation that would take recipients to visit ACS's new shop.cancer.org store through a QR code.
 
Beneath that layer, the recipient was treated to a visual display of ACS’s new brand color palette, sectioning off compartments that included a JBL speaker, johnnie-O quarter-zip, high-quality active apparel from Cutter & Buck and Peter Millar, Sun Bum Sunscreen, and a stainless water bottle with NFC chip - turning a quality piece of merch into a donation vehicle when activated. This epitomized what we call, "PHYGITAL" marketing.
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When the recipient removed each item from its compartment, key messages of the rebrand were revealed, including phrases like “Every Journey is Different” and “Hope for the Future.”

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The Outcome

The ACS rebrand kit made a significant impact on their team. Recipients were thrilled to receive branded gifts as part of the exclusive first look at American Cancer Society's new brand and Online Store.
 
ACS staff shared that the initial $24K netted donations made the investment in the kits a success. While ROI was important, ROC (Return On Community) was the focus. ACS's Marketing Team shared that recipients emailed, called, and texted with a sense of gratitude, providing the very personal touch point they hoped (and budgeted) for.
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Lastly, the reveal of their online store https://shop.cancer.org/ has driven over $240K in sales in the first few months of its launch - helping ACS with their brand impact and fundraising efforts.

Learn more about Brand Fuel's purpose-driven partnership with American Cancer Society here:

DREAM PARTNERSHIPS EMERGE WHEN VALUES, PURPOSE, AND CULTURE ALIGN

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With ACS’s direct mail campaign, Brand Fuel was named a finalist of PPAI’s 2024 Pyramid Awards – an award honoring creative excellence in the promotional products industry and recognizing dependable suppliers, outstanding promotions, creative campaigns and exceptional craftsmanship by PPAI members.

Interested in a unique brand experience?

Contact us for more information about how we can deliver an experience your customers, prospects, and employees will never forget.

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