By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Apparently, one in four Gen Z and Millennials carry their own condiments.
Condiments. In their bags.

I had to read that twice.
Then three times. 🤔🤔🤔

But once the shock wore off, I realized… it actually makes perfect sense.

Some people mainline lattes. (👀 Lorelai Gilmore)
Some people won’t shut up about ranch. (👀 Jim Gaffigan)
Some people are ketchup people. (👀 all children everywhere)

And when a brand understands that kind of devotion?
That’s when branded merchandise stops being promotional… and starts being a love language.

The Case Study: Heinz x Herschel Supply Company (Ketchup Luggage, But Make It Genius)

So Kraft Heinz teamed up with Herschel Supply Company and made luggage for people who love ketchup.

Read that again: ketchup luggage.

• Tomato-red carry-ons
• Packet-pocket liners (yes, really)
• “Tear here” zipper tabs

It’s absurd.
It’s delightful.
I love it.

And more importantly: it’s an example of branded merch done at the highest level — where the product is so specific, so intentional, and so on-brand that it becomes a collectible.

This isn’t “swag.”
This is brand world-building.

Why This Works: Branded Merchandise That’s Built for Fans, Not Impressions

Most corporate merchandise is designed to be safe.

And safe merch is usually forgettable merch.

But this Heinz drop? It’s designed for a completely different goal:

Not visibility. Identity.

When you build custom branded merchandise around real fan behavior, you’re not just asking people to notice you.

You’re giving people a way to signal something about themselves.

• “I’m a ketchup person.”
• “I’m loyal.”
• “I’m in on the joke.”
• “This is my personality now.”

And when your merch becomes a personality marker?
You don’t need a billboard.

Your customers are the billboard — and they’re doing it willingly.

The Merch Lab Breakdown: 3 Reasons This Collab Hits So Hard 🔥

1) It’s hyper-specific (which makes it irresistible)

General merch blends in.
Specific merch stands out.

This luggage isn’t trying to appeal to “everyone.”
It’s for ketchup devotees, and that’s exactly why it works.

The more niche it feels, the more fans feel seen.

2) It turns brand elements into product features

This is the part most companies miss.

They think branding means slapping a logo on something.
But premium branded merchandise does something smarter:

✅ It turns brand cues into the design language.

Heinz didn’t just put a logo on a bag.
They translated their brand into details people can touch:

• ketchup red
• packet storage
• “tear here” tabs

That’s design thinking, not promo printing.

3) It’s funny, but still functional

A joke item that’s useless becomes clutter.
A joke item that’s actually useful becomes iconic.

This is luggage you can legitimately travel with — and that’s why it has real staying power.

When branded merch is both functional and fun, it gets repeat use.

The Bigger Trend: “Lifestyle Swag” Is Eating the Merch World

This is what’s happening right now:

The best brands aren’t making merch to “give away.”
They’re making merch people would actually buy.

That shift matters, because it changes everything:

• better quality
• better design
• better storytelling
• better brand loyalty
• and merch that lives in real life, not desk drawers

Call it:
Fan-first branded merchandise.
Lifestyle promotional products.
Retail-quality company swag.

Whatever you call it, it works because it respects the customer.

What Brands Can Steal From This (Even Without a Heinz-Level Fanbase)

You don’t need millions of ketchup loyalists to apply this strategy.

Here’s how to use the Heinz x Herschel playbook in your own merch program:

✅ 1) Start with a truth about your community

What do your people obsess over?
What are they known for?
What do they joke about?

Build merch around that.

✅ 2) Design a product that feels like an inside joke

Inside jokes create belonging.
Belonging creates loyalty.

✅ 3) Make the details do the branding

Logos are fine.
But details are what make merch feel premium.

✅ 4) Choose products people want in their real lives

If your merch can’t survive outside a conference booth, it’s not going to create brand love.

The Takeaway: When You Have Fan Devotion, You Can Go Beyond a Billboard

When a brand like Heinz has this level of fandom, they don’t need to “advertise.”

They can create something people want to:

• roll through TSA
• post on social
• show off to friends
• and yes… cuddle on vacation

That’s the power of great branded merchandise.

Not just exposure.
Affection.