ONE-TO-ONE MARKETING: Direct choice: Far Eastern Economic Review

This DM pack makes a very good first impression. You want to look into the bottle to find out what it's all about. The slogan 'Thirsty for some fresh ideas' is to the point, and it is perfectly matched with the DM prop - a glass bottle.

However, I wonder about the practicality of this marvellous set. The fragile glass bottle may need a wooden box as its packing. Empty glass bottles (which are usually used bottles) can lead to other problems like cleanliness. The weight of the pack will also have meant high postage.

As the Far Eastern Economic Review (FEER) is targeting advertisers across Asia, the bottle's fragility plus weight would make this DM difficult to handle. Has FEER thought about the condition the pack would be in when it arrives? If you were an advertiser receiving a package filled with broken glass, what would you think?

An 'air-blow' bottle would have solved all of these problems.

The outlook of the bottle is also very primitive and doesn't match with the image of FEER (what about a fine wine bottle with a tailored label?).

The cork is unappealing and could be damaged during opening, leaving you to break the glass bottle to get the paper out. The slogan could also have been linked better to FEER and what it has to offer. As a whole, it's good, but not great.

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