The 3 mailers. The boxes measured about 18in square.

Mailer 1: Monday
D’Artagnan’s hat.

Mailer 1 scroll

Mailer 2: Wednesday
Cyrano de Bergerac’s nose.

Mailer 2 scroll
Note there’s still no indication of who the mailers are from

Mailer 3: Friday
A presentation box of the armagnac

Mailer 3 scroll

Direct Marketing: Clés du Duc Armagnac

The Brief: To attract the attention of buyers attached to duty-free shops and non-duty free alcohol outlets at the UK ports. Each May, each of these outlets decide on a list of the products they will sell for the following 12 months. Every marketing manager in the alcohol trade wants to make that list.

Target Market: 24 buyers

The solution: A concept that linked famous characters from Armagnac. The three hand-made mailers were hand-delivered on a sequential Monday, Wednesday and Friday. Not till the final box arrived, was the product revealed but the marketing department received enquiries on the Thursday.

The result: meetings with 18 out of the 24 buyers where there were many photos of the recipients wearing the hat and nose.

Role
Concept and copywriting
For
Direct with Remi Martin
Type
Direct Marketing