Every awards season, celebrity gift bags draw international attention as the latest luxury and artisanal goods are handed to Oscar nominees and Grammy winners. But behind these star-studded events, another story unfolds: small businesses betting time and resources in hopes of capitalizing on these moments.
For several Manitoba companies, jostling to get their products inside these gift bags is a calculated marketing strategy aimed at growth.
For Winnipeg-based Coal and Canary Candle Company, the opportunity came knocking almost too soon.
“Coal and Canary was started in my kitchen in September 2014,” says company head, Amanda Buhse. “Our 10-year dream goal was simply to one day be included in the JUNO Awards swag bags.
“I began researching how swag bags even worked and came across the company responsible for the Grammy and Oscar gift bags,” she recalls. “I sent a very casual email introducing ourselves and asking what the process might look like, fully expecting no response.”
Two weeks later, her products were confirmed for the upcoming Grammy and Oscar gift bags. The opportunity isn’t free and is generally run by third-party marketing agencies with ties to the events and industry contacts. Companies whose products are selected have to pay to play and supply items at their cost.
Buhse says she had to deliver 250 handmade candles… and fast.
“With the help of family and friends, we pulled it off and shipped everything to Hollywood,” she says. In a stroke of bad luck, the shipment was stolen in transit, requiring another 250 candles under a crushing timeline.
Since Coal and Canary’s experience in 2015, a number of Manitoba companies have tried their hand at this strategy also.
When the media buzz hit
When details of the gift bag items begin spreading online, the feedback and response is felt almost immediately.
“The exposure made a huge impact,” says Christine Steele, founder of Brandon-based bedding products, Blush Silks. Her pillowcases were included in the 2023 Academy Award gift bags.
“Our sales surged in Canada that week and my inbox was filled with messages from customers, it was one of those ‘pinch me’ moments that really made everything feel real,” says Steele.
Winnipeg-based Mermaid and Cove Cosmetics also had a similar experience just last year with their products.
“The response was overwhelming in the best way,” says co-founder Béla Gyarmati. “We experienced an influx of media attention from outlets across Manitoba and throughout the United States, opening doors we hadn’t anticipated and we were able to leverage that momentum.”
Catalyst for growth, but no silver bullet
Despite the instant visibility, having your products embraced by celebrity culture doesn’t always guarantee long-term payoff, something every founder learned in different ways.
For Gyarmati, the results were immediate.
“Our sales increased by 800 per cent last year,” he says. “We’re building on that foundation by pursuing corporate partnerships, working to get our products into retail stores, and scaling intentionally.”
Coal and Canary’s growth was steadier but no less transformative.
“One year after launching, I was able to leave my corporate job and become a full-time entrepreneur,” Buhse says. “This opportunity played a major role in making that possible.”
Blush Silks saw benefits too, but ongoing trade disputes with the U.S. and last year’s Canada Post strike slowed their momentum.
“We made the difficult decision to close U.S. online sales and temporarily pause partnerships with American retailers,” Steele says, noting that this market made up about 40 per cent of her business.
For Writers & Rockers Coffee, a Manitoba-based boutique coffee company with international buyers across Europe, Australia and U.S., the overall experience was more mixed.
“We did see a noticeable bump in local interest and a modest increase in U.S. orders, but where the real value showed up was in brand visibility,” says owner Robert Young.
“The impact wasn’t a straight line to immediate sales,” he says. “It was more of a long-term brand-building play than a short-term sales driver.”
Advice for upcoming entrepreneurs
So looking back, would these Manitoba entrepreneurs recommend going down this road?
“I would absolutely encourage businesses to explore it if it aligns with their goals and they understand it as a marketing investment,” says Buhse.
“It’s a significant investment for a small business, and it needs to be part of a broader strategy,” Gyarmati says. “You can’t just rely on one high-profile moment: you need to be ready to capitalize on the attention with strong follow-through.”
Young believes that this approach is best suited for high-end, distinctive products that stand out in a crowded market.
“The real value lies less in the red carpet glamour and more in their guest lists, industry connections, and proximity to the main event locations,” he says.
In the context of trade uncertainty, he’s of the view that investing in more local and targeted marketing initiatives is currently the wiser choice.
Ultimately, celebrity gift bags offer a fleeting opportunity with clear potential upside. But for the Manitoba businesses that walked the red carpet, the most important work doesn’t happen in Hollywood — it happens back home.
