Ritter’s Direct Mail Piece of the Week: Tiffany & Co.
December 19, 2017
Tiffany & Co. is a well-known luxury jewelry company. They have built their brand utilizing a certain shade of teal for their jewelry boxes. So when we recently received a teal envelope in the mail, we couldn’t wait to open it and see what was inside!
Format: Teal outer envelope with a 4.5"x6" perfect bound booklet inside.
Design: The booklet was so interesting because there were so many facets to the design. The covers were the iconic teal, and interspersed were alternating red and teal cardstock dividers. The main inside pages were a stark white with photos of the jewelry and minimal type. Additionally, there was a double page spread in the center of the book that folded outward. The front cover set the theme for the entire book: there was a wooden human mannequin handing a wrapped Tiffany box to a snowman and the words “A Tiffany Holiday” were written in script at the bottom of the page. The book followed a pattern: first there was a red or teal divider page, followed by a photo of the same wooden human mannequin(s), then pages filled with images of the jewelry. Tiffany did an effective job of including a nice script font for some of the accompanying wording.
Printing and Paper: Tiffany & Co. embossed and spot laminated the main image on the front cover so it had a very unusual appearance. The alternating red and teal divider pages each had three circles diecut: two small circles and one large. The diecut circles were in different spots on each divider and they were designed so an image showed through the diecut circle, in many cases, the image was a Tiffany box. The covers and divider pages were a heavy cardstock and the inside pages were printed on a heavy white silk text.
Presentation: We received the holiday booklet in a teal envelope so it was very noticeable in the mail. The booklet is 1/3” thick and coupled with the weight of all the pages, was substantial.
Purpose: Tiffany & Co is using this piece to drive holiday sales through store and internet traffic.
Offer and Call to Action: There was no offer. The call to action was on the back cover and was to either visit their website or call an 800 phone number. Implied but not stated is for the user to visit a store.
Digital Technology Integration: None. One suggestion could be to use a QR code or augmented reality on each page to see more about each individual piece of jewelry.
Personalization: None but none was needed. The real star of the show is the jewelry, rightly so.
Overall, a very unique and well-designed mailer. It was beautiful to look at and made me want to keep looking through the book and isn’t that the end goal of any direct mail campaign? Engage and get the end user to react.
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