I am among those who think the merchandising, as he passes the byte which is not effective. It's like overkill. Who stops to read the marks of the gifts you get at events?
For people to remember you, so stay with your brand, you have to surprise them and to create a positive feeling.
A few days ago, an event for our client, we "tested" and I say "tried" in the broadest sense of the word, a very special merchandising: cookies with the visual identity of our client.
Not only ate at the time of giving them, but 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 in several lower as El Corte Ingles or Chaxpert.