Direct to Consumer
Challenge
To increase trial use among mothers with toddlers by creating a point-of-entry mailer with
targeted information. To save postage costs by changing the mailer size and element count.
Execution
The brand created two mailer versions –English and Spanish. The original mailer consisted of a letter,
coupon, brochure, and packet that held a passport, stickers, door hanger, and certificate. All mailers
were printed, shipped to a secondary packager, inserted in an envelope, addressed and mailed.
Through research, the brand realized that not everything in the mailer was memorable, amounting to a waste
of money. They elected to consolidate the program, hiring PEP to formulate a solution.
Results
PEP worked with the printer and design agency to design a new mailer that contained a letter, coupon, and
stickers. The printer then machine-filled everything in-line, eliminating the need for secondary packaging.
During the redesign, PEP consulted the USPS to optimize the postage rate and ensure the mailers met postage
regulations. At project’s end, the brand doubled the reach at nearly half the cost per piece of the original mailer.
Our promise: on-time, on-budget, on-strategy