The objective of the mailer is to collect and update consumers' information and to broaden the company's understanding of drinking habits among the target group. The first impression of the DM concept is that it is nice.
There are witty lines, especially good art direction and costumes, however the piece falls short of a conventional idea.
But I wonder if someone who has already attained success would spend time digesting life's maxims? At the point where he is in his life, surely these are already known to him. It is difficult playing the role of an advisor, telling consumers how to become successful. It is even harder telling a company how to portray its brand.
I think the receivers of this mailer would have preferred to have had a free trial of the product, for example, a shot of whiskey rather than a CD containing a TVC, even if he is not a whiskey lover.
Effective advertising should ride on fresh consumer insights. This mailer uses the concept of a chess game, and frankly, the use of chess as a device to sell whiskey is not a novel idea - even if its ad is wrapped with great production values, and is beautifully crafted with appropriate music and precise editing.
This works as a souvenir, but I'm not sure if it would motivate consumers to make the next move.