‘Simplicity Brothers’ Display A Pyramid Award-Winning Campaign

The talents and accomplishments of industry professionals and the companies they work for have been celebrated in PPAI’s Pyramid Award program for more than 60 years. First introduced in 1958, the award program recognizes promotional products businesses and helps shine the spotlight on the collaborative business model unique to the industry. PPB Newslink is highlighting some of the winners among the 2020 Pyramid Award’s extensive Client and Marketing Program categories.

Supplier Goldstar, in San Diego, California, received a Gold Award for a Self-Promotion Category campaign to bring fun and creativity to its company culture, while also promoting brand awareness.

Inspired by the humor of the movie Step Brothers, Goldstar created a spoof of the film intended to shape company culture and brand awareness, and communicate that it is a partner that’s fun, creative and easy to work with. Delivering the message were the “Simplicity Brothers,” two individuals—Charles Duggan, MAS+, national sales manager, and Kenny Ved, vice president of sales—who attended industry-related trade shows dressed as brothers in matching costumes, like tracksuits and sweater vests. The Simplicity Brothers also brought cardboard cutouts to trade shows and offered custom boxes with official Simplicity Brothers merchandise to engage attendees. Promotional items in the campaign included a Simplicity Brothers pen kit, socks and a towel, featuring the “brothers.”

Goldstar’s campaign has grown sales by more than 56 percent of its targeted audience while delighting and engaging trade-show attendees and clients.

Visit www.promotionalproductswork.org to see more case studies or www.ppai.org/Awards to learn more about the Pyramid Competition. All category entry periods are now open and there are no fees for submissions or return costs for the 2021 competition. The deadline to enter has been extended to June 12.

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