Class:
Business to Business

Type:
Under $10 Per Recipient

Objective:
To introduce a new private label product to a major customer.

Strategy and Execution:
A minature version of a new can line helped officials of the prospective customer learn product benefits in a memorable way. Two days prior to an important internal conference of the potential customer, 130 key decision-makers received an imprinted mug in the shape of a trash can complete with matching lid. Actually lining the trash can was a small version of the new liner product. Inside the liner were little caramel candies which were manufactured by the potential client. Collateral printed materials listed product features and urged recipients to "Sweeten your liner sales." This same gift was also given to company and prospective client personnel at another annual conference.

Results:
It was reported that there was immediate recognition of the new product.