I am among those who think the merchandising, passed as the mailing, which is not effective. It's like overkill. Who stops to read the markings of the gifts you get at events?
For people to remember you, to stay with your brand, you have to surprise them and to create a positive feeling.
A few days ago, for an event of our client, we "tried" and I say "tried" in the fullest extent of the word, a very special merchandising: cookies with the visual identity of our client.
Not only ate them at the time of giving them, if not asking others to take. All successful.
As you can see in some pictures I've taken from the blog of Almudena http://misgalletasymistartas.blogspot.com , sweet playable on any logo, object, color, etc.. In the photo above you can see the logo of Chanel and the bottom number as El Corte Ingles or Chaxpert.