The premise seems unrealistic but from experience I know it's bloody hard to get a NZ style coffee overseas. I drink mochachinos which unfortunately aren't a recognised as a coffee type throughout the Northern hemisphere.
I once ordered an iced chocolate in San Fran (in NZ it's made with ice cream) and was hugely disappointed to be handed a hot chocolate with ice dumped in it. The result was the top layer was cold and watery and the bottom still warm. Now I actually take these coffee sachets overseas with me! Well I must admit it's not actually Gregg's - love the campaign but the coffee was a bit average...
I once ordered an iced chocolate in San Fran (in NZ it's made with ice cream) and was hugely disappointed to be handed a hot chocolate with ice dumped in it. The result was the top layer was cold and watery and the bottom still warm. Now I actually take these coffee sachets overseas with me! Well I must admit it's not actually Gregg's - love the campaign but the coffee was a bit average...
What I like about this pack is:
- Perfect integration with the TV campaign
- High quality stock used
- Tailored approach - doubt many men requested this pack, everything from showing a women using the product to the dashing waiter posed invitingly on the envelope says "designed for females"
- Textbook direct mail - Personalised letter, free sample, discount voucher to encourage purchase
- Little details that go the extra mile:
- Double sided printing on the envelope when one side would have been much cheaper and easier, from personal experience I know this would have had to be printed first then cut and folded into envelope
- Double sided printing on letter (full color image of a Vespa on the back of the letter - serves no real purpose except strengthening the Italian connection. A blank back would have been fine, no one would have noticed... but I'm very glad they went the extra mile!
- Perforated voucher, if you want me to buy your product make it as easy as possible - don't make me get scissors, that's way too much effort!
- And my favorite - every second line of the letter is written in Italian!
Front of printed envelope |
Back of printed envelope |
Voucher for next purchase |
Back of letter |
Back of letter - The Italian brand icon - Vespa |
The TV ad that got me to request this free sample can viewed here:
(it's a collaboration of ads via Stoppress - Gregg's ad can be viewed at 1.19)
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