A “Thing” of Genius: Guaraná’s Promotional Merch Comeback
October is here, and what better way to kick off spooky season than teaming up with a legend in the Halloween world?
‘Thing’ from The Addams Family (and Netflix’s smash hit series Wednesday) got a BAMKO makeover in partnership with Guaraná Antarctica, the beloved Brazilian soda brand.
The backstory? Over twenty years ago, Guaraná was a trailblazer in a quintessential ’90s tradition: the collectible, surprise promotional merch hidden within product packaging. After a long hiatus, Guaraná decided it was time to reconnect with that powerful consumer nostalgia—and, at the same time, capture a modern audience.
To launch this major comeback (their first promotional toy giveaway since the ’90s), they partnered with BAMKO. We developed an instantly recognizable concept: a 3D-modeled, cartoon-stylized bottle topper of “Thing.” This project wasn’t just a toy; it was a bridge, connecting the brand’s nostalgic past with contemporary pop culture and appealing to a whole new generation of fans.
BAMKO’s Helping Hand: From Concept to Collectible
(The) Thing was the perfect symbol for Guaraná’s brand renaissance, leveraging a global pop culture phenomenon to create an accessible, high-impact collectible.
BAMKO took the creative lead, managing the entire production process from initial design to final manufacturing. Using advanced 3D modeling, we didn’t just make a replica; we made a durable, safe, and perfectly compliant bottle topper. Each hand was meticulously crafted to fit seamlessly on the small soda bottles, creating a satisfying and visually compelling unboxing experience.
The campaign’s strategic timing, right alongside buzz for Wednesday‘s Season 2 premiere, amplified the macabre magic, instantly generating massive excitement. These limited-edition “The Thing” bottle toppers became an immediate hit, driving consumer demand and creating a palpable sense of urgency to collect all the variations.
The collaboration between Guaraná Antarctica and BAMKO was a slam dunk. It proved that honoring a brand’s history while enthusiastically embracing modern fandom creates undeniable engagement.
When nostalgia meets creative execution, we don’t just create merch, we create moments.
