“Let’s get drunk with physical strength!”

That, according to Google Translate, is one phrase WWE Japan is using to promote branded body pillow covers. The items are centerpieces of a new merchandise collection hyping the professional wrestling organization. They feature the wrestling personalities of AJ Styles, Finn Balor and Shinsuke Nakamura.

Source: WWE/Rakuten

Admittedly, we don’t quite know how an invitation to get drunk with physical strength is going to increase a consumer’s desire to cuddle up with these hulking heroes of the ring, but hey, WWE is way better at marketing and merchandising than us, so we’ll just shut up. Of course, something could have been lost in translation. Certainly, some fans are loving the products.

Regardless, we bring up the body pillow covers because they’re a great example of a major brand using an unexpected item to promote to core audiences. They’re a reminder that creative product suggestions coupled with on-point graphics and messaging can lead to exciting solutions that generate results for clients – and sales for promo companies.

WWE Japan partnered with Rakuten to create the new merch collection, which includes acrylic stands made in the likenesses of wrestlers that double as key holders.

Source: WWE/Rakuten