Brands turn food, fandom and pet care into collectible objects

Brands are extending familiar products and experiences into limited-edition merchandise and prizes. Pancake-themed sneakers, football-shaped soaps and a crystal pet bowl connect physical objects with enthusiasm for a restaurant, team or pet.

Denny’s relaunched Sticky Kicks, its limited-edition sneakers created with footwear artist Mache. The new version includes customisable details and a syrup-scented hang tag. A QR code on the tag offers two free buttermilk pancakes with the purchase of a Grand Slamwich at participating restaurants. The launch included an exclusive purchase window for Denny’s Rewards members, linking the merchandise with its loyalty programme.

Hard Rock Bet launched Rival Rinse, a limited-edition collection of football-shaped soaps with scents inspired by football cities. The campaign jokes about fans wanting to “wash off” the guilt of supporting a rival team because of a bet. Available through the app’s Rewards Store, the soaps turn a familiar tension between betting and team loyalty into promotional merchandise.

Fresh dog food brand Ollie is offering Baccarat crystal pet bowls valued at USD 1,700 as prizes in its holiday sweepstakes. Subscribers receive an entry by adding the seasonal Holiday Feast product to their subscription box, with a free postal entry option also available. The promotion pairs a luxury pet accessory with a seasonal food purchase.