It has been a cold and snowy winter in Vermont. So when a direct mailer from Procter & Gamble for its Gain laundry detergent arrived in the middle of February with images of blue skies, sun bursts, butterflies and flowers, I took notice.
Then I saw that the logo for the local grocery store where I shop along with the words “available at.” This was enough to get me to open the gate-fold piece and see what it had to say inside.
The bright green, sky blue, yellow and orange hues continued here, but there was more. A two sentence mini-story told how one woman had fallen for the scent of Gain. Nearby was a peel & sniff panel so I could get a whiff myself. There was also a pitch to visit a Web site, www.ILoveGain.com, to read stories from other consumers and share my own. To seal the deal, P&G included a $1 off coupon.
Finally, many of the key points were printed in both English and Spanish.
All in all, I’d have to say, well done.