King’s Hawaiian Launches “First Class Softness” Pop-Up at O’hare, Offering Free Merch in Exchange for Your Clothes
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King’s Hawaiian, known for its soft and fluffy rolls, is taking its branding to new heights – and airport terminals. The company is launching a limited-time “Say Aloha to First Class Softness” installation at Chicago’s O’Hare International Airport (ORD) on August 27th and 28th, offering travelers the chance to snag free, branded merchandise. The catch? You have to trade in your current outfit to get it.
What’s on Offer?
Travelers passing through Terminal 2 will be able to acquire a “Softwear set” – consisting of sweatpants and a hoodie inspired by the texture of King’s Hawaiian rolls – along with a soft travel pillow and eye mask. https://www.kingshawaiian.com/news/kings-hawaiian-brings-first-class-softness-to-ohare-airport/ The installation will also feature samples of King’s Hawaiian sweet rolls and pretzel Bites.
The Clothing Swap
The unique aspect of this promotion is the requirement to trade clothing for the merchandise. King’s Hawaiian has set up private changing booths for participants.All donated clothing will be given to a Chicago-based charity,ensuring the swap benefits the local community.
A New brand Identity
This campaign coincides with the rollout of King’s Hawaiian’s new logo, which aims to visually represent the brand’s core value of “softness.” According to Raouf Moussa, chief marketing officer at King’s Hawaiian, the new logo reflects “the fluffy, oven-baked qualities our products are known for while embracing the warmth, good times, and aloha spirit that has always defined King’s Hawaiian.” https://www.kingshawaiian.com/news/kings-hawaiian-brings-first-class-softness-to-ohare-airport/
Designed for Impact
The “Say Aloha to First Class Softness” installation and accompanying merchandise were designed by Erich & Kallman, a marketing and design agency.
Key Takeaways:
dates: August 27-28, 2024
Location: Terminal 2, O’Hare International Airport (ORD), chicago
What’s Available: Free “Softwear Sets” (sweatpants & hoodie), travel pillow, eye mask, and samples of King’s Hawaiian rolls and pretzel bites.
The Trade: You must donate your current outfit to receive the free merchandise.
* Charitable Donation: Donated clothing will be given to a Chicago-based charity.
This campaign is a creative and memorable way for King’s Hawaiian to reinforce its brand identity and engage with travelers. By linking the feeling of comfort and softness to their products,and by giving back to the community through clothing donations,King’s Hawaiian aims to leave a lasting impression on those passing through O’Hare.