Product launch stubby holders have one main job:

help people remember the product after the event is over.

That sounds simple, but it is easy to get wrong.

A product launch can quickly turn into a collection of banners, sample bags, brochures, branded pens and giveaways, all competing for attention at the same time.

If you are using custom stubby holders as part of the launch, the goal should not be to squeeze every product feature onto them.

It should be to create something people will actually use, while giving them one clear reason to remember or revisit the product.

Before you think about how big the logo should be, start with three questions:

Who is receiving the stubby holder?

How many do you realistically need?

What do you want the person to do after receiving it?

Once those are clear, the design becomes much easier.

In This Article

• The Role of Launch Merchandise
• How Many to Order
• Who Should Receive One
• Product vs Company Branding
• What to Print
• QR Codes and Landing Pages
• Dated or Evergreen Artwork
• Choosing 3mm or 5mm
• Guest, Media and VIP Versions
• Ordering Timeline and Approvals
• Leftovers and Reuse
• Product Launch Checklist
• Frequently Asked Questions

Start With the Role of the Merchandise

Not every product launch uses merchandise in the same way.

For one brand, stubby holders may be handed to every guest at the door.

For another, they may only go into media and influencer packs.

A third brand may use them as part of a product demonstration, competition or post-event takeaway.

Before ordering, decide what role the stubby holder is supposed to play.

It could be:

• a general event giveaway;
• a media or PR gift;
• a VIP item;
• staff merchandise;
• a launch-pack inclusion; or
• part of a lead-generation campaign.

That decision affects almost everything else, from quantity to product style.

If the item is going to every attendee, you may prioritise a lighter and more cost-effective option.

If it is going into a premium media kit, you may care more about finish and presentation.

How Many Stubby Holders Should You Order?

Do not simply copy the event registration number.

Start by breaking the audience down.

For example, imagine a Melbourne product launch with:

• 180 guests;
• 20 staff;
• 10 media contacts; and
• 5 key partners.

That gives you 215 people.

You may decide that every attendee should receive one, in which case you could allow a small buffer and order around 220-230.

But perhaps the general guest version is only going to 150 people, while media and partners receive a separate premium version.

In that case, the order might look more like this:

The important thing is not the exact number.

It is thinking about who receives what before you place the order.

That helps prevent two common problems:

• running out halfway through the event; or
• ending up with hundreds of unnecessary leftovers.

Should Every Guest Receive One?

Not always.

If the event is built around a broad lifestyle launch and the stubby holder is part of the overall guest experience, giving one to everyone may make perfect sense.

If the event is more targeted, you might use the merchandise differently.

For example, it could be given to people who:

• attend a product demo;
• complete a test drive;
• sign up for an offer;
• scan a QR code;
• join a waitlist; or
• speak with the product team.

That does not mean you need to make people “earn” a free item.

It simply means the merchandise can be connected to the launch rather than sitting on a table with no context.

The best use depends on the product and the audience.

Should the Product or the Company Brand Be the Hero?

For a product launch, the new product usually deserves more attention than the parent company logo.

Imagine a business launching a new product called:

NOVA ONE

If the entire stubby holder is dominated by the corporate logo and the new product name appears in tiny text at the bottom, the design has missed the point.

The launch is about the new product.

A stronger hierarchy might be:

NOVA ONE
MADE FOR SUMMER

with the company logo sitting more quietly underneath.

The parent brand still matters, but it does not always need to be the loudest element.

This is especially important when the launch product has its own visual identity, campaign colours or slogan.

Don’t Turn the Stubby Holder Into a Tiny Brochure

This is probably the most common design mistake with launch merchandise.

Someone wants to include:

• the product name;
• five features;
• three benefits;
• the website;
• Instagram;
• phone number;
• email address;
• company logo;
• campaign slogan; and
• a QR code.

The result is usually crowded and forgettable.

A stubby holder is not a brochure.

A much stronger rule is:

One product. One message. One next step.

For example:

Front

CANOLY C16

Back

JUICE WITHOUT THE CLEANUP
[QR CODE]

That gives the person enough to understand what they are looking at without turning the artwork into a product specification sheet.

If they want more information, that is what the QR code is for.

What Should You Print on It?

A good launch design usually needs only a few things.

• The new product name.
• A strong visual or campaign colour.
• A short message.
• A QR code or web destination if there is a clear reason for it.

The best message is usually something people can understand in a second or two.

Examples might be:

MEET THE NEW C16

BUILT FOR WEEKENDS

SCAN TO SEE IT IN ACTION

NOW AVAILABLE

YOUR NEW SUMMER ESSENTIAL

The wording should match the brand.

A playful consumer product can be more casual.

A B2B launch may need something cleaner and more restrained.

Should You Add a QR Code?

A product launch is one of the best places to use a QR code.

The guest has already shown some level of interest by attending the event.

The QR code gives them an easy way to continue that interest after they leave.

It could link to:

• the product page;
• a launch landing page;
• a demonstration video;
• a pre-order page;
• a waitlist;
• a quote form;
• a launch-only offer; or
• a competition.

The important thing is that the destination makes sense.

A QR code should not exist just because there was an empty space in the design.

Give the QR Code a Clear Call to Action

A QR code on its own does not tell people why they should scan it.

Add a short line.

For example:

WATCH THE DEMO

JOIN THE WAITLIST

SHOP THE LAUNCH

SCAN FOR THE FULL STORY

GET THE LAUNCH OFFER

That small line gives the QR code a purpose.

It also helps prevent the design from feeling like a random collection of brand elements.

Don’t Automatically Send People to the Homepage

If the event is about one product, the QR code should usually lead somewhere connected to that product.

Sending people to the homepage forces them to start searching again.

A dedicated launch page can be much more useful.

For example:

brand.com/nova-one-launch

That page could include:

• the product video;
• key benefits;
• launch pricing;
• purchase or enquiry buttons;
• event photography;
• press information; or
• a sign-up form.

It also makes it easier to see whether people from the physical event actually visited the page.

The stubby holder becomes part of the campaign rather than a standalone piece of merchandise.

Static or Dynamic QR Code?

This matters if you expect the holders to keep being used after launch day.

A static QR code always points to the same destination.

That is fine if the page will remain live long term.

A dynamic QR code can offer more flexibility because the destination may be changed later, depending on the service you use.

For example, during launch week the QR code might point to:

Pre-order Nova One

A month later, when the product is fully available, the same code could redirect to:

Shop Nova One

That can be useful if you are ordering more stock than you expect to distribute on launch day.

Should You Print the Launch Date?

This depends on whether the stubby holder is meant to be a keepsake or ongoing merchandise.

A design such as:

NOVA ONE LAUNCH – MELBOURNE 2026

feels specific to the event.

That can be great for staff, media or guests who attended.

But it reduces the usefulness of leftover stock.

If you expect to keep using the holders after the event, an evergreen design is usually more practical.

For example:

NOVA ONE
MADE FOR SUMMER
[QR CODE]

That still supports the launch but does not become outdated the following week.

A useful question is:

Do we want people to remember the event, or the product?

The answer should guide the design.

Which Stubby Holder Style Works Best?

The right style depends on how the merchandise will be distributed.

For large attendee quantities, a 3mm Foldable Stubby Holder can be practical because it packs flat, is easy to transport and is simple to include in event bags.

If you are preparing premium PR packs or gifts for media, partners or VIPs, a more structured 5mm Standard or 5mm Overlocked Stubby Holder may suit the presentation better.

You can also mix the strategy.

For example:

• general guests receive the 3mm Foldable version; while
• media and key partners receive a more premium 5mm version.

That does not mean every launch needs multiple product types.

For many events, one consistent style is cleaner and easier to manage.

One Design or Multiple Versions?

A product launch can easily end up with too many variations.

Someone wants one for staff.

Another person wants a media version.

Then there is a VIP version.

Then a sponsor version.

Then a version for interstate guests.

Before long, you have ten different files and nobody remembers which one is which.

Multiple designs make sense when the audience groups genuinely have different needs.

For example:

Guest Version

Product name + launch message

Media Version

Product name + campaign visual + press QR code

Staff Version

Product name + “Launch Team”

That is easy to understand.

Creating different colours simply because you can is usually less useful.

Can Media and Influencers Have a Different Version?

Yes, and in some launches that can work very well.

Media and influencers may receive a launch pack rather than just one standalone item.

The stubby holder can sit alongside:

• a product sample;
• information card;
• voucher;
• press sheet;
• product photography; or
• other branded merchandise.

The design can be slightly more refined or exclusive.

For example:

NOVA ONE – MEDIA PREVIEW

or:

FIRST LOOK

This can make the pack feel intentional rather than like a collection of generic promotional products.

Should You Include Stubby Holders in a Launch Pack?

They can work well in a launch pack when the product and audience fit the context.

The key is not to add merchandise for the sake of filling the box.

Ask whether the recipient is likely to use it.

For an Australian lifestyle, outdoor, hospitality, beverage, automotive or consumer brand, the fit may feel very natural.

For another category, it may need a stronger creative connection.

The best launch packs usually feel curated.

Every item should make sense together.

How Early Should You Order?

Product launches often involve more approval than people expect.

The merchandise may need sign-off from:

• the product team;
• marketing;
• brand;
• management;
• an agency;
• legal; or
• external partners.

That is why the artwork process can take longer than the actual printing.

A comfortable planning window is usually several weeks before the event.

If the launch date is fixed, working backwards is safer than assuming everything can be rushed at the end.

4-6 Weeks Before

Confirm:

• event format;
• audience size;
• product style;
• quantity; and
• merchandise purpose.

3-4 Weeks Before

Finalise:

• campaign artwork;
• QR destination;
• design variations; and
• internal approval.

2-3 Weeks Before

Approve:

• final artwork;
• spelling;
• QR code;
• delivery address; and
• quantities.

The closer you get to launch day, the fewer moving parts you want left unresolved.

Internal Approval Can Take Longer Than Production

This is especially true for larger brands.

The first proof may be ready quickly.

Then someone asks for the logo to be smaller.

Another person wants the product name moved up.

Someone from brand asks for the official campaign green.

Legal wants the wording changed.

Then the final QR page is not live yet.

None of those issues are unusual.

The easiest way to avoid delays is to decide early who has final approval.

One person should be responsible for saying:

This is the artwork we are printing.

Otherwise a simple merchandise order can turn into a two-week email thread.

Test the QR Code Before Production

This deserves its own check.

Do not approve a launch design just because the QR graphic looks right.

Scan it.

Use more than one phone if possible.

Check the actual destination.

Make sure the page loads properly on mobile.

Confirm that any form, button or offer works.

If the product page is not live yet, make sure the final URL will still work when the event starts.

A beautifully printed QR code pointing to a broken page is still a broken QR code.

Should You Use the Same Design After the Launch?

You can, especially if the artwork is evergreen.

After the event, the same holders could be used for:

• retail promotions;
• customer gifts;
• trade shows;
• staff events;
• sales meetings;
• sampling campaigns; or
• future product demonstrations.

That is one reason to avoid making every piece of launch merchandise too date-specific.

If the new product is expected to be a major part of the brand for the next few years, the merchandise should not necessarily expire after one night.

What if You Have Leftovers?

Leftovers are much easier to manage when the design is based on the product rather than the event.

A holder saying:

NOVA ONE – MELBOURNE LAUNCH 2026

has limited future use.

A holder saying:

NOVA ONE – MADE FOR SUMMER

can keep working.

You could use the extras at:

• another launch;
• a trade show;
• customer meetings;
• retailer visits; or
• staff functions.

Before ordering, decide whether leftover stock would still have a purpose.

That can influence both quantity and artwork.

A Realistic Product Launch Example

Imagine a consumer brand is launching a new product in Melbourne.

The guest list includes:

• 180 attendees;
• 20 staff;
• 10 media contacts; and
• 5 partners.

The team decides to order 225 custom stubby holders.

Most guests receive a 3mm Foldable version featuring the new product name and campaign artwork.

Media and partners receive a smaller batch of premium 5mm holders included in their launch packs.

The main guest design says:

NOVA ONE
MADE FOR SUMMER

with a QR code on the back:

WATCH THE PRODUCT IN ACTION

The QR code leads directly to the launch page rather than the company homepage.

No event date is printed, which means any remaining stock can be used at retail demonstrations or future brand events.

That is a simple structure, but every choice has a reason.

The quantity reflects the audience.

The product style reflects the recipient.

The artwork focuses on the new product.

And the QR code gives the guest a next step.

What Should You Avoid?

One of the biggest mistakes is trying to communicate too much.

Five product benefits rarely belong on a stubby holder.

Neither does a paragraph of copy.

A second mistake is printing a QR code with no reason to scan it.

Another is linking the code to a generic homepage instead of the launch campaign.

Ordering too late can also create unnecessary pressure, particularly when several teams need to approve the artwork.

It is also worth avoiding too many design variations unless they serve a clear purpose.

And finally, do not let the company logo become so dominant that the new product disappears.

The launch is about the product.

Let the merchandise reflect that.

Product Launch Checklist

Before ordering, make sure you know:

• the final event date;
• expected guest numbers;
• staff, media, partner and VIP quantities;
• who will receive the merchandise;
• whether you need one design or several;
• which stubby holder style you want;
• the final product name and campaign artwork;
• whether the design should be dated or evergreen;
• what the QR code will link to;
• whether the landing page works on mobile;
• who has final artwork approval; and
• where the order needs to be delivered.

If those details are clear, the production side becomes much easier.

The Bottom Line

Custom stubby holders can work well for a product launch when they are treated as part of the campaign rather than just another giveaway.

Start with the audience.

Work out how many people genuinely need one.

Decide whether general guests, media and VIPs should receive the same version.

Keep the design focused on the new product rather than turning it into a miniature brochure.

If you add a QR code, give people a clear reason to scan it and send them somewhere relevant to the launch.

And think about what happens after launch night.

If the design is evergreen, the same merchandise can keep being used at future demonstrations, retail events, trade shows and customer meetings.

The strongest launch merchandise usually feels simple.

One product.

One message.

One next step.

That is often enough.

Planning Merchandise for a Product Launch?

Send us your event date, expected quantity, logo or campaign artwork and delivery location, and we can help you work out a suitable stubby holder setup and prepare an artwork proof before production.

Request a Corporate Quote →

Frequently Asked Questions

How many stubby holders should I order for a product launch?

Start with the number of people who are actually expected to receive one. Include general guests, staff, media, partners and VIPs separately, then add a small buffer if needed.

Should every guest receive a stubby holder?

Not necessarily. Some brands give one to every attendee, while others use them for media packs, VIP guests, demonstrations, competitions or specific campaign actions.

Should the product name or company logo be bigger?

For a product launch, the new product should usually be the main focus. The company logo can still be present without dominating the design.

Should I add a QR code?

A QR code can work very well for product launches when it links to a useful next step such as a product page, video, pre-order page, launch offer or waitlist.

What should the QR code link to?

A dedicated product or campaign page is usually more relevant than a generic company homepage.

Should I print the launch date?

Include the date if you want the holder to feel like a keepsake from that specific event. Leave it off if you expect to reuse leftover stock afterwards.

Is 3mm or 5mm better for launch merchandise?

A 3mm Foldable style can work well for larger guest quantities, while a structured 5mm holder can suit media, VIP or premium launch packs.

Can media and VIP guests have a different design?

Yes. Separate versions can work well when the audience groups genuinely have different roles, but avoid creating unnecessary variations.

Can I include stubby holders in a PR or launch pack?

Yes, particularly when the product fits the audience and lifestyle context. The merchandise should feel like part of the pack rather than a filler item.

How early should I order for a product launch?

Allow several weeks where possible so there is enough time for artwork, internal approval, production and delivery. Larger brands may need additional time for brand or legal approval.

Can leftover launch stubby holders be reused?

Yes, especially if the artwork is evergreen and does not contain a fixed event date.

Can I reorder the same design after the launch?

In many cases, yes. The original design can often be reused or updated for a future order, although the new quantity, artwork and production timing should still be confirmed.