Hasta La Creative!

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.