Seagram’s Gin

This “conquest” package sent to buyers of similar gins positioned Seagram’s as the brand for summer parties. It featured a $3 mail-in rebate, five drink recipes and a sample party invitation. Buyers could order more invitations as well as other gifts – fruit-shaped fans and trays to make tennis-ball ice cubes. The ice photo on the envelope and brochure was aimed at gin buyers who were more interested in getting cool than getting high.

Mr. Clean

To introduce “mountain fresh” household cleaner, this coupon mailer included a scratch and sniff pad — one of many “conquest” packages for P&G brands.

Kellogg’s Cereals

To offset the appeal of house brands, this and similar mailers offered coupons to buyers in selected areas while getting data on critical attitude questions.