AWARDS 2013, CATEGORY 2: Gyro for Tetra Pak
Shortlist best use of direct mail: ‘Dream cap’
Tetra Pak, the world’s leading food and drink packaging solutions company, wanted to generate interest in their new carton and closure format: Tetra Prisma Aseptic with DreamCap. Our task was to open dialogue for the sales team with a list of key prospects and drive conversion to this packaging format.
The Tetra Prisma Aseptic’s unique design means it fits easily in the hand and enables brands to print over the entire pack. This, coupled with the DreamCap’s ergonomic build, which makes it more comfortable to drink and easier to reseal, means the product creates an all-round better drinking experience for the consumer.
To demonstrate these benefits, we developed a strategy that focussed on encouraging trial and opted for DM as the most effective means of achieving this. We created an impactful DM with a personalised leaflet and the recipient’s product printed on the carton, and directed recipients to an interactive online hypervideo where they could explore all the product benefits.
The DM had a 53% response rate and the online content an average dwell time of 31/2 minutes. Crucially, it did exactly what Tetra Pak wanted: triggered great interest in their new product and generated meetings with brands.