Our cows provide fresh milk

First of all, I really like those ads where the actual product is not shown (and just to be fair, there are some fabulous ones where it is shown:)

In this case, they take a step back from the end-product, the milk and show where it comes from: the cow.

The copy brilliantly features a USP: “the only supermarket” and then explains the benefit for the customer: where the fresh milk comes from to his table.

At the same time, it is a great example of brand building and responsible behaviour without explicitly saying it.

Important dispatch instead of unwanted advertising

There are legendary catalogues that are long waited, and instead of ending up in the trash bin, they are kept as a treasure. Some companies have the secret of how to do it, and this is one of the strength of printed direct mail.

This example of Next is wonderful, as they go a step further. Their heavy fall/winter catalogue couldn’t be missed anyway, it doesn’t even fit the post box, so the postman delivers it to my hand – what a joy!

But it is not in a polywrap foil, which could easily look like product advertising, but a cardboard box – and it immediately looks like an important personal dispatch.

And their marketing and management departments could resist the temptation to include the cover of the catalogue, a happy family picture, or a chic woman posing. Only one USP is mentioned, which is important for them to stress in case of catalogue ordering: that you can get your order the next day.

This way you are even more curious of the cover and to open the box like you would do with a treasure box. It costs more but earns more.

And of course I opened it and will show you the cover, if you are curious too:) The catalogue inside is nice and smells great as always, with wonderful clothes, it is a pity that it lacks the great headlines and the story.

Key takeaway: printed direct mail rules, less is more – also in advertising. Official look rules over advertising look.

This post is not a translation, was genuinely written for this blog by Timea Kadar. I am available for writing guest posts and for public speaking at events, conferences. If you want me to publicly analyze and post about your campaign for free send details to timea.kadar@gmail.com.