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
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.
source: Watsons Malaysia (left) / Aeon Mall Malaysia (right)
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.
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.
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.
Contact DTC World today to design your next standout campaign.
