That's just the packaging. Unfortunately, the direct mailer fails to present this. It's an old-style metallic briefcase carrying the product.
The metallic briefcase might contain dry ice to keep the package cool, but the branding isn't consistent inside the case.
It's a pity that the company missed this great opportunity to bring out the brand experience of Nestea. As a result, the impact of this mailer is diminished.
It looks good, but in this competitive environment, it needs to be great.
Marketing is about the packaging, your spokespeople, the design of your premiums and gifts, the way you treat your customers, promotional material, articles published about your company, the events you sponsor, the way you handle business success and failures.
In short, everything you do, communicates something about your brand to your customers and prospective customers, and below-the-line is about communicating that brand experience.
As such, direct mailers should also communicate the benefits and features of a product or service in a way that touches your customers and consumers.
