ABOUT THE PROJECT
This project is a testament to the power of trusting your marketing agency. While there was initial hesitation from some of Ohnstad Twichell’s partners about the bold nature of the concept, we pushed back, explaining the importance of standing out and increasing the likelihood the piece would not only be opened but remembered. The “stash jar” approach wasn’t just clever; it was calculated—designed to resonate with a specific audience in an engaging and memorable way.
Taking a little risk in your marketing, especially when it’s well thought out, isn’t really a risk at all—it’s an opportunity. Ohnstad Twichell trusted our expertise, and the results spoke for themselves. This campaign broke through the noise, delivered their message with impact, and served as a reminder that a little boldness can go a long way.
The Execution
The packaging was intentionally designed to create a visceral reaction:
• Quality Presentation: The stash jar, paired with crinkled filler paper, created an authentic unboxing experience.
• Shock Factor: The visual of marijuana in a professional setting ensured recipients would take notice.
• Clear Messaging: Once uncrumpled, the coupon offered a tangible, professional service—complimentary legal consultation—paired with a direct CTA.
Why It Worked
•Unforgettable First Impression: By creating a moment of surprise, the campaign ensured the recipients paid attention to the message.
• Engagement Beyond the Inbox: Direct mail stood out in an industry crowded with emails and ads.
• Targeted Design: The physical and visual storytelling perfectly aligned with the needs and culture of the cannabis industry.
