TITLE

Direct choice: Guinness

AUTHOR(S)
Wheeler, Gavin
PUB. DATE
September 2004
SOURCE
Marketing (00253650);9/2/2004, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the direct marketing campaign of the company Guinness. The author received card on his birthday. Inside the mailing was a black card with a picture of a white light-switch. There was lots of color and, oh joy, three magic words, thus far unuttered, "Happy Birthday Gavin." Just like the subject, this mailing is refreshing. It's fun and personal, with no hard sell, no free drink, no money off. It's entertaining, enticing and timely. Here's a lesson in how a brand can use direct mail to great effect, and it's sure to result in many happy customer returns for Guinness.
ACCESSION #
14445728

 

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