This is a fourth in a series of DM case studies by Sanjeev Jasani, VP, OgilvyOne New Delhi.
The Challenge:
2009 was the year of change for Pernod Ricard’s popular whisky brand, Blenders Pride. The brief was to enthuse the sales team and trade just before the launch of the new bottle in a manner that engages, excites and breaks their sense of déjà vu.
The Solution:
A very select audience of 300 recipients were sent a clay mould of the Blenders Pride bottle with a miniature hammer. The message urged them to literally break the mould, from within which emerged the new bottle. This ‘hands-on’ dramatic experience instilled a sense of pride of personally bringing the new Blenders Pride to life. And this was not all. From behind the mould, emerged the handy bottle-shaped brand booklet, highlighting all the new changes.
The novelty of this innovative mailer continued with the miniature Blenders Pride bottle, proudly sitting on the desk as a paperweight!
The Results:
How do you measure enthusiasm!? By the sheer spontaneity of response to the DM that became a breakthrough of sorts. It not only shattered mindsets but also defied all clichéd notions of ushering in change. The excitement and buzz generated across offices and the trade led to eager inquiries from almost all recipients about the launch date.
Where is the third one? GM was the second one!
the third was ITC Welcomgroup
yes Yogee! I think you missed the third one:
http://www.desicreative.com/?p=1066
so the bottle which came up after breaking the mould is usable real bottle with real alcohol?
its so interesting to read these unprecedented case studies in DM. But what I would like to know is how do you know if the dm was a success? You sent out 300 copies, so how did you measure success? Calls from these people? Was the dm an invitation to the launch event? Do you think suhc excitement can be generated with emailers?
@nagesh – the bottle that came out of the mould was a miniature which could have been used as a paper weight.
@sneha – unfortunately this activity was not to increase sales but to inform the trade and sales team of the new packaging. the impact that a dm like this has will not be created by an emailer.
hahah woudl love to receive such mailers. I always loved receivedmailers. Would send my address wherever there was an offer to send something.
nice.. but what i like more than this particular case study is the thought that desicreative is making a series of these.. looking forward to more and more
thanx guys. appreciate ur feedback