Antabax Gift With Purchase Campaign – Capybara Blind Bag Plush
A Blind Bag GWP That Turned Retail Spend Into Collectible Excitement
Brand | Antabax |
Campaign | Capybara Blind Bag Gift With Purchase Campaign (Oct–Nov 2025) |
Market(s) | Malaysia |
Merchandise Type | Custom Plush Keychains (Blind Bag Collectibles) |
DTC World’s Role | Custom Plush Development, Production, Blind Bag Packaging, Fulfilment |
Campaign Objective
As a leading hygiene brand in Malaysia, Antabax faced a familiar trade marketing challenge:
how to drive minimum spend, stand out on crowded shelves, and reward shoppers in a way that feels exciting — not transactional.
The goal was to use a gift with purchase mechanic that could:
- Increase basket value
- Create in-store and online excitement
- Appeal to younger consumers and families
- Deliver strong perceived value without discounting core products
What We Delivered - A Capybara Blind Bag GWP Built for Modern Trade Marketing
DTC World developed a Limited Edition Capybara Blind Bag Plush series as a free gift with purchase, for Antabax at at both in-store and online trade channels.
Instead of a single giveaway item, the campaign leveraged the blind bag concept — a format that is rapidly growing in promotional marketing due to its surprise, collectability, and repeat-purchase effect.
Each shopper received one blind-packed plush keychain, with four different Capybara designs to collect.
Designed with retail-ready blind pack packaging for mass distribution, the Capybara plush series was developed to scale seamlessly across Watsons’ nationwide retail and online channels. As a custom plush maker, DTC World managed the full process — from character styling and plush sampling to blind bag engineering — ensuring the merchandise met both consumer appeal and large-scale retail execution requirements.
Why It Worked – Impact & Outcomes
From a trade marketing perspective, this campaign worked because it aligned perfectly with how consumers engage with promotions today.
Blind bag merchandise transforms a standard free gift with purchase into an experience-driven reward.
- Collectability encouraged multiple purchases
- Blind bag suspense increased redemption excitement at point-of-sales
- Cute character design built emotional connection beyond hygiene
- Strong perceived value without heavy discounting
This approach reflects a broader shift in FMCG promotions — where promotional merchandise acts as content, sparking curiosity, conversation, and social sharing.
Partnering With DTC World
At DTC World, we specialise in Not Just Merch — We Turn Promotions Into Purchase Drivers.
For trade marketers, this means:
- Merchandise designed to drive sell-through, not just giveaways
- Expertise in blind box & collectible mechanics
- Custom plush development at retail scale
- Proven experience supporting FMCG
- End-to-end execution from concept to production
Whether it’s blind packs, collectible series, or IP licensed character-led GWPs, we help brands turn promotional merchandise into a strategic trade marketing tool.
Looking for GWP Ideas That Drive Sales?
Let’s create merchandise that works harder for your brand.
Alternatively, you can explore our past Showcase portfolio for more inspiration:
