The initiative was part of a broader rebranding effort aimed at breaking through “mailbox clutter.”
Recipients—a database of 13,000 adult smokers—received a small, authentic-looking Chinese takeout box containing two fortune cookies and a coupon.
Other direct mail pieces included a box of green tea teabags accompanied by two packs of Salem, as well as packaging designed to resemble a refrigerator with the caption, “Get Inside. 2° of Chill”, complete with refrigerator magnets.
These pieces achieved a 35% recall rate (74% unaided) and led to a 56% improvement in recipient opinion.