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Promo Lessons From the Golden Globes Swag Bag Worth 1 Million

This year’s gift bag is a real bag that uses trendy branding and even finds space for print.

The “swag bags” for major award ceremonies like the Oscars, Emmys, Grammys and Golden Globes are known for their eye-watering monetary value. This year’s Golden Globes bag continues the tradition and is reportedly the highest-value gift bag in the ceremony’s history, with more than $1 million in luxury gifts and getaways nestled neatly into the bag itself.

That’s all well and good for the celebrities, but let’s talk about that bag itself for a second, shall we?

Sometimes, it seems like the term “swag bag” is a bit of a misnomer. There might not be a bag at all. That’s why some shows have started using phrases like “gift suite.” However, the Golden Globes bag really is an honest to goodness bag, and there are plenty of lessons that we can draw from it for promotional products distributors.

Make Use of Trending Color Mocha

It might be a coincidence, since we’re only a few days from Pantone announcing the 2025 Color of the Year “Mocha Mousse,” but the bag designed by Atlas Bespoke uses a shade of brown that looks an awful lot like the it-color for next year.

Part of that is because brown works well as a neutral shade and is often used alongside other neutrals like black and white for luxury goods.

When your gift is supposed to say “opulence” and “award,” you want something that fits the narrative, and Mocha Mousse – or whatever specific shade of brown this bag is – works well here, making the bag elegant and on trend.

“We’re super excited about this chic chocolate brown,” a spokesperson from Atlas Bespoke told Hello! Magazine. “It’s timeless yet on trend.”

Say More, Softly, With Subtle Branding

Though a marketer or distributor’s first instinct may be to plaster a big loud logo all over a product for maximum visibility, there are times when restraint is appropriate. Many upscale or designer products, even when the logo is what creates the high perceived value, err on the side of minimalism.

The Golden Globes bag does this well with its two main logo signifiers. The first is a small luggage tag that looks like a golden medallion that attaches to the handle with a simple engraved “Golden Globes.” The other is a small embossed Atlas logo on the front of the bag.

This way, recipients can use the bag without it being too obvious that it was a freebie (a relative term), though it has that “if you know, you know” exclusivity factor.

“This bag isn’t something you’ll see anyone else carrying unless they’re a winner or presenter,” the Atlas Bespoke spokesperson said. “If you spot someone at the airport with it, you know you’re in the presence of a Golden Globe honoree.”

Promo pros can create a similarly high-end retail vibe for clients whose brands align with such elements by leveraging minimalist/subtle decoration.

Have Print Play a Part

Since the Golden Globes and Atlas Bespoke did go the route of a physical bag rather than a “gift suite,” they needed a way to convey all of the actual gifts, many of which are immaterial, like vacations or experiences.

That’s where a small matching booklet came in handy. The booklet is the same fabric as the bag and includes a list of the redeemable gifts.

“We didn’t want to create waste,” the spokesperson told Hello! “This booklet allows recipients to select their own adventure – whether it’s a once-in-a-lifetime experience, a luxury fashion consultation or a far-flung travel getaway.”

That also continues the trend within the promotional products industry of allowing end-users to choose their own gift. Some end-buyers will create e-commerce platforms where end-users can redeem a code or select their own gift from a list. That way, there’s a smaller chance of an unwanted product ending up in a landfill.

A good promotional gift should be something the recipient desires and wants to use. This bag takes the idea of the over-the-top awards show gift suite and condenses it into a minimal, stylish and functional package. The bag is not only the representative of the Golden Globes and Atlas Bespoke; it represents the $1 million worth of gifts “inside,” and will continue on as a regular bag that recipients can use as a subtle flex wherever they may roam.

This bag hits the sweet spot: stylish color and fabric choices, minimal-yet-visible branding where there’s no denying who’s marketing the product and space for eco-friendliness.

Luminous Light-Up Products

Shine a light on your client’s brand, logo or message with these light-up promo items.

The market for light-up wristbands is valued at a whopping $168 million, largely driven by concerts and music festivals where they’re given out to fans and attendees. But opportunities for light-up promo items extend far beyond just the music space. From speakers to displays, there’s space to light up the room in a variety of industries, from trade shows to bar and restaurant events. These picks are a bright place to start.

LED light-up adapter

Transform any wall plug into a combination charging station and night-light with this LED light-up adapter. Supports both USB-C and USB-A cords. Customize with a company logo or message for a standout giveaway at tech-savvy activities and events.

Bluetooth speaker

Light up the mood and any party with this Bluetooth speaker. Its transparent dome showcases multiple color-changing lights that flash to the beat of the music. Offers seamless pairing with compatible devices and a portable design that doesn’t compromise on sound quality.

32 oz. shaker

Made in the USA from clear styrene plastic, this 32 oz. shaker features three super-bright LED lights in red, blue and green. BPA-free and recyclable, making it perfect for lighting up any bar or nightclub event with one of six dazzling lighting effects.

LED badge necklace

This backlit LED badge necklace can light up any horizontal or vertical design, making it an effective way to advertise at concerts, trade shows or corporate events. Featuring one bright white LED, it illuminates artwork with three different flash settings: fast flash, slow flash and steady on.

Illuminator InstaStand

Exhibitors will draw a crowd at their next trade show with the backlit Illuminator InstaStand. Featuring pneumatic hardware that sets up in three seconds or less, this counter can hold up to 35 lbs. Perfect for any event, it includes a carry case.

Chi Charge Bright charger

Featuring a full-color, light-up logo print in the center of its charging pad, the Chi Charge Bright charger ensures a brand gets noticed. This 15 W wireless pad combines eco-friendly bamboo with quick-charging technology. Includes 6-foot USB-C cable.

Brilla Travel Adapter

The versatile Brilla Travel Adapter works to keep laptops and mobile devices plugged in and charged up in over 150 countries. This essential travel companion features a LED top panel that lights up a logo in full color when plugged in. Great for employees who travel frequently.

Note Brite

Employees will brighten up their workspace and stay organized with the Note Brite. Set includes an acrylic dry-erase board, white dry-erase marker, cleaning cloth and beechwood stand with LED lights controlled via a built-in USB plug. Can be placed vertically or horizontally in the stand.

Olivia Rodrigo Is Back With Another Immersive Experience

This time, the singer has partnered with Sony and the New York MTA to take over a whole subway train with a mix of print and promo.

At this point, we have to wonder whether Olivia Rodrigo has plans for world domination – or at least conquering New York City.

First, it was a building takeover in Manhattan last September through a partnership with American Express and Spotify, where walls were decorated with print displays and balloons, rooms were decorated to look like themed bedrooms, and fans left with plenty of special branded merchandise.

Now she’s partnering with Sony as well as the New York MTA to take the promotional campaign to the streets – or at least under them.

Commuters could take a special “O Line” subway car, which was decked out in Rodrigo and Sony co-branded print advertisements rather than the usual things like injury lawyers or reminders not to smoke on the train. Even the transit map was transformed, with each stop being renamed to reflect a Rodrigo song or lyric, like “Lacy Avenue” or “All-American B*tch Road.”

The whole thing took place at Bowery station, which was fully transformed into a purple color palette like her previous installment in 2023. Once fans actually got onto the cars, they could take pictures with props or in front of a selfie-friendly mirror, according to The Knockturnal.

Moving into the next car (which is typically a no-no during normal subway rides but encouraged during the promotional event), fans could try the Sony LinkBuds, which were supposedly set to two specific EQ settings by Rodrigo herself, perfect for listening to her albums GUTS and SOUR.

There was also a subway sketch artist, who would gift fans the drawings.

In the last car, fans could grab an “Obsessed” sash from the ceiling to take home or have their fortunes read by a tarot card reader.

When fans disembarked from the experience, they got a branded tote bag full of smaller gifts like candy, a beanie and a branded MetroCard.

MTA Co-Branding

This is sort of a continuation of what the MTA has been doing with co-branded initiatives, specifically with its printed MetroCards. Through the years, the MTA has worked with New York icons for limited runs of special MetroCards.

This might be one of the last times they print someone else’s brand on the paper cards, though. Back in May, the MTA partnered with indie rock band Vampire Weekend for branded cards and announced that there would only be two more co-branded cards until the program is phased out as digital payments become the norm.

MTA had only one more co-branded MetroCard up its sleeve, which it debuted this month: A collaboration with Instagram, featuring some New York creators.

But, just because the MetroCard program is over doesn’t mean that print products are on the way out.

Print-Heavy Promo for Digital Music

Even in a modern promotional campaign meant to advertise cutting-edge music technology and digital streaming, print was the star of the show. To create the immersive display and “take over” the subway, Sony and the MTA had to turn to print products to replace the standard advertisements and route maps.

And, as we’ve seen in other events like this, the brands use wide-format printing to cover walls or even things like vehicles to make sure no brandable space is left behind, as Rodrigo even did in the Paris Metro last year.

When thinking about blending print and promotional products together, it’s logical to think about the promo side first – especially if that’s the distributor’s background. This can mean putting together a gift set and then designing a branded box or bag. That’s a great idea, and is endlessly valuable in this day and age where kitting is so popular.

But there’s also plenty of space – literally – for print to be the focus and promo to serve as a complementary piece, like the branded gifts given out at the end of the “subway ride” here.

With a well-executed print display, you create one giant brand visibility exercise that continues after it’s over with thoughtful promotional gifts.

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