Throwback Thursday Direct Mail: Bounty Cleans Up
To introduce a new version of a well-known product, as this mail piece did, you should show why it’s special.
Mailer Name: Procter & Gamble
Date Mailed: August 2007
Lots of companies sell paper towels, usually relying on price, softness, or strength to set themselves apart. But one brand dominates the consumer marketplace: Bounty. This brand instead focuses on the absorbency of its product.
The unveiling of a new Bounty towel in 2007 gave P&G a reason to mail this unique piece of mail. The address side of the 6”x11-1/2” envelope slaps on a “NEW Best Ever!” addition to the brand’s logo. “Free Quicker Picker Uppers Inside,” it teases, referring to the classic ad slogan.
The other side uses a large vertical window to ask: “What can one sheet do?” A paper towel shows through the window, and also accounts for the sponginess of the envelope. When pulled out, it turns out there are actually two samples of the towel enclosed in the package.
The other side gives the customer ideas on how to “Challenge NEW BOUNTY today!” Each focuses more on the product’s durability when used for tough tasks. For example, when cleaning a counter, it’s “strong enough to tackle a sticky mess.” A $1 off coupon gives them another reason to stay interested.
Mail a product sample to head off any customer skepticism. The free product allows the customer to avoid any risk, as well as compare it to the competition.