Say it with a Sub was created to make Subway's Buy One Get One Free promotion more successful than before. The quirky designer bags were meant to lure people into the store on promotion day. And because customers could only get a bag when they purchased a sub, it also became an added incentive to take part in the promotion.

Say it with a Sub helped the promotion achieve bigger success than ever, with sales going up by 9%.

Customers loved the bags, and hundreds of them posted about it on social media. Some even hoarded different designs, even though they were only supposed to take one.