Unilever Thailand direct mail case study

A direct mail campaign aimed at women in Thailand uses a reversal of expectations to promote a laundry detergent by Unilever Thailand.

The free gift appears to be a T-shirt, but it is wrapped around a box so the garment is filthy after its journey through the post. 

Another gift, a free product sample of the detergent,  is included in the mailing, which give recipients the chance to try the product for themselves.