Promo Insiders: Here Comes the Sun
Counselor editors taste-test unique snacks and discuss sales ideas for spring and summer campaigns.
As much of the country continues to thaw out from a long, cold winter, now is the time to start considering late spring and early summer campaigns with end-buyer clients.
The season of flowers and sun lends itself to a number of sales opportunities, say Counselor’s editors.
For example, think about messaging for corporate clients, whose employees often want to take advantage of the extra sunlight for recreation after hours. “Where does your client’s brand live beyond 5 p.m.?” asks Kiran Sheth, editorial intern and an economics, journalism and data science major at Northwestern University in Chicago. “It could be pickleball paddles, golf equipment, beach umbrellas, things that people can have fun with after their 9-5. It shows that brands value work-life balance.”
Sheth also mentions “quality reusable water bottles” and “minimalistic tech accessories” as popular items on campus at the moment. “The most effective promo products are ones that feel useful and personal, rather than just typical branded swag,” he says.
In this episode of Promo Insiders, Sheth and Counselor editors Theresa Hegel, Sara Lavenduski and Hannah Rosenberger discuss upcoming promo-forward events they plan to attend, suggest sales ideas for the warmer months and taste-test unique snacks.
Key Takeaways
• Promo that wins with students is useful and personal. On campus, practical everyday items (high-quality reusable water bottles, organizers, minimalist tech accessories) are kept and used more than generic, typical swag.
• Sustainability isn’t a bonus – it’s an expectation. Students are noticing eco-friendly choices (recycled totes, paper straws, bamboo utensils), and it’s becoming a meaningful differentiator in promo.
• Exclusivity and “limited edition” drive buzz. Examples like Dunkin’s iced-coffee mittens and McDonald’s Valentine’s drop show how scarcity plus a clever twist can create real demand and conversation.
• Self-aware, elevated merch can make “uncool” brands cool. Microsoft’s “Sheetwear” Excel hoodie works because it’s high-quality retail-style merch that’s witty and in on the joke.
• Cause-driven stories deepen brand impact. For example, Christy and Brian Floriani’s model at BUKU Branded – net profits supporting literacy and access to books – shows how values-based missions can resonate beyond the product itself.
• This summer, sell kits and experiences, not just items. Strong concepts included “company picnic in a box,” “summer survival kit,” after-5 outdoor recreation gear, pet-friendly giveaways and onsite personalization activations (like tote or hat bars) that create memorable moments.