Barbour Design

Disney & ESPN Media Networks Perfect Blend Mailer

A premium mailer needed a little pick-me-up.

The Direction

Disney & ESPN Media Networks (DEMN) asked the Barbour team to conceptualize, design and package a high-end premium mailer that was to be distributed to 150 affiliate client VIPs: decision-makers, influencers and up-and-comers. The premium had to both surprise and be valued by senior executives, conceptually relate to DEMN’s family of networks in its messaging and design, as well as:

• Showcase the value of DEMN’s portfolio of networks
• Celebrate their successes from the past year
• Create excitement for their new networks (SEC and Fusion)
• Accentuate the value of partnership

Ideas were percolating.

The Selection

Of the premiums and concepts presented by our team, the winning theme was titled “The Perfect Blend,” an impressive package containing:

• A Chemex® 8-Cup Classic Series Coffeemaker
• Chemex® Bonded Filters
• A Hario Skerton Ceramic Coffee Mill
• A trio of Stumptown signature coffee blends

The perfect blend was brewed…

ChemexMailer_Selection-Image

The Presentation

From the initial reveal to the fine print, creative copywriting and intelligent design stealthily presented key messaging and showcased the DEMN brand. The outer box displayed DEMN imagery along with the headline, “The Perfect Blend to Connect With Your Customers.” An insert titled “Ingredients For Success” shared network statistics and conveyed the success of the DEMN portfolio. Coffee packaging was customized to Fusion blend, SEC Network blend, and a blend personalized for each affiliate. Their descriptions reflected the coffee as well as the network, affiliate and relationship. Each item nestled within an insert that featured instructions to “Brew the Perfect Partnership.”

…and enjoyed down to the last drop.

“I love, love, love the Chemex mailer! You guys moved up to the B2B Big Leagues on this one, from initiating the idea, driving the creative, and of course the best-in-the-business design. I knew it was coming, but still couldn’t contain my surprise and excitement when it arrived. Great work…and thank you!”

– Bruce J., Disney & ESPN Media Networks

The Results

An incredibly well-received and unexpected premium. Nothing says success more than when our clients look good to their clients. And with this mailer, we did exactly that.

Recognitions: 2015 Hermes Platinum Award, 2014 MarCom Platinum Award, 2015 Communicator Gold Award of Excellence, 2014 Davey Silver Award