Rockit Apple Vietnam launched the “Xé Túi Mù Rocki” campaign to introduce a blind box mechanic into its retail promotion. The campaign required merchandise that could function both as a reward incentive and as a brand character extension, translating Rockit’s vibrant brand personality into a tangible, take-home collectible.
DTC World Vietnam was engaged to develop and produce the blind box merchandise, ensuring that each element – from the plush keychain itself to the blind box packaging – supported the campaign’s surprise-driven experience while remaining practical for FMCG retail execution.
Rocki Plush Keychains (Blind Box Series)
A series of Rocki plush keychains was developed as the core collectible for the campaign, each featuring different character variations to encourage repeat participation.
The plush format was selected for its emotional appeal and portability, making it suitable for everyday attachment to bags, keys or accessories, extending brand visibility beyond the point of purchase.
Promotion visuals from Rockit Apple Vietnam’s blind box campaign. Image credits: Rockit Apple Vietnam
This project reflects DTC World’s capability in delivering collectible merchandise for FMCG campaigns, supported by our local execution strength in Vietnam. From plush character development through to blind box production, our focus was on helping brands activate campaigns that combine operational practicality with emotional engagement.
Not Just Merch – Merch that Drives Real Engagement
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