Customised Tote Bags for SG60: Unilever Gift-With-Purchase Success Story

Limited-Edition Tote Bags That Drove Redemption Success

Client	Unilever Singapore
Campaign	SG60 Gift-With-Purchase Promotion
Market(s)	Singapore
Merchandise Type	Customised Canvas Tote Bags
DTC World’s Role	Conceptualisation, Product Design, Material Sourcing, Production Management, Fulfillment

Campaign Objective

To commemorate Singapore’s 60th anniversary, Unilever wanted to connect emotionally with consumers through a Gift-With-Purchase (GWP) campaign. By offering a collectible tote bag inspired by Singaporean culture, Unilever aimed to boost sales of their popular products like Febreze and Dove. The objective was to create a unique promotional item that not only served as a functional accessory but also embodied the nation’s identity and spirit.

What We Delivered

DTC World’s creative team brought Singapore’s cultural identity to life through a series of eye-catching, collectible tote bags designed to spark emotional connection and everyday usability.

Culturally-Driven Design Concepts: We infused local flavor into the artwork by incorporating iconic Singlish phrases like “Alamak,” “Shiok,” and “Bojio,” delivering humor and relatability that resonates with all age groups.
Nostalgic Pop Culture References: We tapped into beloved local TV classics like Phua Chu Kang to build intergenerational appeal and strong brand recall.
Quality Meets Functionality: The totes were produced using durable, high-quality material—designed to be more than just a keepsake, but a practical daily essential.

This project showcases how DTC World blends cultural storytelling, functional product design, and production expertise to create memorable merchandise that drives brand engagement.

Why It Worked – Impact & Outcomes

This GWP campaign was a huge success, driving significant sales growth and deepening emotional connections between Unilever and its customers. The tote bags became a symbol of national pride, with strong social media engagement as customers proudly displayed their bags online.

Redemption Response
The tote bags quickly became a sought-after item, and sold out in most of the participating outlets, with many consumers eager to collect the full set. Social media posts featuring the tote bags amplified the campaign’s reach, engaging consumers of all ages and creating an organic buzz.

Partnering With DTC World

DTC World was instrumental in bringing this GWP campaign to life. From concept development and design to production and fulfillment, we ensured the tote bags met functional needs while resonating emotionally with the target audience. Our expertise in custom merchandise and GWP strategy enabled Unilever to create a memorable and successful promotion that truly captured the essence of Singapore.