Commentary November 26, 2025
Best in Branding: Everyone’s Going Retro – And Also Wearing Tacos
Company merch drops this month leaned into a trendy, vintage aesthetic that had their products looking more like streetwear than classic promo – that is, unless you’re Taco Bell, and want your consumers to keep your product close to their chest…er, waist?
I thought early fall would have been prime time for quirky merch, leading up to iconic cultural touchstones like pumpkin spice season and Halloween before the mass chaos of the holiday season. But November was an unexpected surprise – featuring a variety of fun merch moments that weren’t even tied to the forthcoming festivities. (Stay tuned for that edition in December.)
Why? Well, with retail in an odd limbo state – the National Retail Federation has forecasted record holiday spend even as retailers slow down busy season hiring – brands have been increasingly turning to merch for extra revenue and, more significantly, exposure. Welcome back to Best in Branding, the ASI Media series where spotlights the clever, goofy or just downright wacky ways brands are making use of promo in the real world.
Betty Crocker’s SuperMoist Swag
Inspired by the baking brand’s iconic SuperMoist cake mix, Betty Crocker released a line of merch from its so-called SuperMoist Supply Co, featuring a dad cap, varsity sweatshirt, keychain, sticker set and tote bag with vibrant Betty Crocker red branding – and “SuperMoist” emblazoned in big letters across the front of each merch piece.
Promo Takeaway: It’s probably a stretch to call the word “moist” a controversy, but it is objectively one of the most disliked words in the English language, and, if nothing else, one of those words that causes a visceral “ugh” reaction. But that’s exactly what makes it a perfect basis for this merch campaign. Betty Crocker’s almost tongue-in-cheek adoption of the word “moist” with a not-at-all-subtle design is exactly the type of clever, goofy humor that’s built for social media – and it manages to tie in one of the staples of the Betty Crocker brand without relying on just a logo. As the online shop says, “Betty’s been that girl for 104 years” – and this merch is another reason why that’s true.
Meet Me in Fansville
Cult-followed soda brand Dr. Pepper launched a brand-new merch store this month, drawing heavy inspiration from streetwear styles and tailgate culture – thanks to its easily recognizable Fansville commercials – for a comprehensive line of promo products perfect for the soda lover.
Promo Takeaway: I don’t even drink Dr. Pepper, and I can tell that this merch drop just has that cool factor. From a bomber jacket with custom patches, to a retro ringer tee, to a “Fansville” varsity sweatshirt, the apparel segment of the merch drop leans heavily into the trendy, vintage styles that make people want to wear something not just because it’s a brand they love, but because it’s a piece of clothing they love. There’s even a cutesy set of ruffle socks for anyone who isn’t so sure about the retro aesthetic. Of course, it doesn’t hurt that Dr. Pepper practically has a cult following that saw it overtake Pepsi last year as America’s number two soda – but its latest merch collection is a lesson in also appealing to the masses.
Truly Hard Seltzer x Jeff Hamilton x Team USA
Truly Hard Seltzer (the official hard seltzer partner of U.S. soccer – who knew?) collabed with Jeff Hamilton, a sportswear designer who has long worked with the likes of the NBA and NFL, to create this custom varsity jacket celebrating the U.S. Men’s Soccer team. With inspiration from the 1994 national team’s uniforms, the jacket leans into a retro design while also celebrating what’s to come for U.S. Soccer: namely, the 2026 World Cup.
Promo Takeaway: How many times can I write the word retro in one commentary? In all seriousness, this jacket is a prime example of excellent timing, as 2026 is set to be a big year for all things Made in USA, with the 250th birthday of the United States and the U.S. hosting the 2026 World Cup for the first time since 1994. With the host cities proudly sewn onto the sleeve of this design and the easily recognizable red, white and blue Team USA coloring, I’d have to imagine that Truly’s goal with this jacket was to put its name front and center in the soccer conversation ahead of the big tournament. And it’s working – the U.S. Soccer Federation’s Instagram post announcing the jackets has gotten more than 220,000 likes in the last week.
The ‘TacoBellt’
Venmo and Taco Bell recently teamed up to launch an, um, unique collaborative giveaway for Taco Bell rewards members: the “Venmo Taco Bellt,” a luxury belt crafted by Dunrite Leatherworks that features – wait for it – a holster for the wearer’s Taco Bell tacos, allegedly worth $450 in retail value. Why Venmo, you ask? The belt was ostensibly a celebration of the current promotion for Taco Bell Rewards members to get a free Chicken Cantina taco when they pay with Venmo through the restaurant chain’s mobile app.
Promo Takeaway: Taco Bell is one of those companies that knows how to make a promo statement with weird and wacky partnerships that shouldn’t work, but somehow do anyway. This is yet another example – and I think this one, in particular, highlights the power of promo within an existing rewards system. The entire giveaway setup was hinged on Taco Bell’s existing member base and rewards program – specifically, their Tuesday Drop rewards program. Brand aficionados have come to expect everything from Taco Bell coupons to random celeb collabs on Tuesdays, and even new members would have had to enter the raffle via the Taco Bell app during a select window on Tuesday, Nov. 18. In my opinion, there’s plenty of opportunity for brands of all sizes to mirror this rewards style, whether it’s timed drops, merch as an option with rewards points or a collab with a local celebrity.
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