ABOUT THE PROJECT
This project shows 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 be opened and remembered. The “stash jar” approach was both clever and 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. It’s an opportunity. Ohnstad Twichell trusted our expertise, and the campaign delivered their message with impact, proof that a bit of boldness pays off.
The Execution
The packaging was intentionally designed to grab attention:
• 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
• First Impression: By creating a moment of surprise, the campaign ensured recipients paid attention to the message.
• Beyond the Inbox: Direct mail stood out in an industry crowded with emails and ads.
• Targeted Design: The physical and visual storytelling aligned with the needs and culture of the cannabis industry.
