See the following story from Australia:
https://www.cnet.com/news/bitcoin-boost-australia-cryptocurrency-competition-boost/Australian juice company Boost is giving away four bitcoins -- one a week, for four weeks -- to those who buy some juice and enter a code in the Boost app.
In the past, these marketing camapigns would feature a holiday they were giving away if your bought the product and entered the codes. Now it's bitcoin.
Bitcoin is a brand and it used widely by a range of companies. I heard the stories like the company change its name adding word bitcoin or blockchain and the sales grew significantly. It works really!