Creating brochures for direct mail packs is different from writing general sales brochures. In other words, direct mail copywriters can't just bung in a general brochure into a direct mail pack. The direct response brochure ends with a call to action and a reminder of the offer.
Brochure Sample- Campari
This brochure is part of a direct mailing for the aperitif Campari. The creative is based on information in the client's brief which says that it takes someone three drinks of the aperitif to become loyal to it.
Therefore, Galantino, the imaginary character created for the mailing, tastes the drink three different times in three different locations round the world before it begins to grow on him.
The drink has a distinctive red colour, is known to be an aphrodisiac and a cure for hangover.
Apart from giving the recipient the 'Privilege Card' for two complimentary drinks, the secondary objective of the mailer is to establish the fact that there is a special way to mix a Campari cocktail.
Brochure Cover Headline- Adventures With Campari
Page 1 :
Headline: The Great Seduction
Think of what they did to Galileo who claimed the earth went round the sun. Think of the brilliant Van Gogh who sold only one painting in his lifetime. Think of the composer Stravinsky who suffered public ridicule with his first concert.
Genius is never easy on the tongue. It grows on you.
Direct Mail Sample Brochure Page 2
Headline: Bitter
It was one of those mornings after and a friend also suffering from a hangover, hurtled into my apartment in Milan with a bottle of the reddest drink I had ever seen. Not just any red. A red with glints of fire.
"This will do the trick," said he. "Do you have some orange juice and ice?"
What can I say about that first sip? Decidedly bitter. "Pfaff!" I cried.
"Why Galantino," said he, "This is the drink of the elite. The drink of prime ministers! Indeed, in Brazil, they think of it as an aphrodisiac. Drink it three times and you'll never drink anything else again."
"An aphrodisiac, did you say?" I said, and downed the glassful. The clouds in my head cleared. My friend looked like he was going to finish the bottle.
Campari Brochure Page 3
Headline : Bitter Sweet
That evening I took my new girlfriend out for the first time. "What will you drink?" I asked, after telling her how beautiful she looked in her red dress.
"Campari of course, thank you," said she rather stiffly.
"You too?" I said.
"My favourite," said she. "But you've got to drink it the right way."
It was Campari with soda this time. Bitter, yet sweet.
As I rolled it on my tongue, I could taste many more flavours I hadn't noticed before.
"What do they put in it?" I asked, intrigued.
"103 herbs. A little alcohol and distilled water. But what the herbs are, nobody knows. Except three men on earth. Like it ?" She smiled at me tantalisingly.
"It grows on you," I said.
I thought then that Campari was the most seductive drink I had ever tasted. The taste sneaked into your senses, slowly but surely.
Promotional Brochure For Campari - Page 4
Headline: Sweet Seduction
A week later, I was at an embassy bash in Paris. All those famous lips sipping Campari. "This time I'm not getting tempted," I determined, and refusing the offering, I went out into the gardens for a breath of fresh air.
There were fountains everywhere and marble statues of Venus and David, and as I strolled by the Bacchus, God of Wine, a marble hand shot out with a glass of Campari in it. "You can't escape it," said an ancient voice. So I took it.
It was like Pompeii. Mount Vesuvius erupting on the tongue. Thick, creamy, warm, bittersweet, brimming with passion and sensuality. There was no turning back now. The seduction was complete.
The Offer Promotion Pages 5 & 6
"May you enjoy your own discovery of Campari, the world's most famous drink, the drink of the elite, of connoisseurs, and those with a discerning palate. Do take the Campari Privilege to your favourite watering hole and you will be subtly served. And remember, this invitation comes to you because of who you are. Never by chance."
Galantino, December 1997
Never by Chance is the brand 's baseline.
Page 6:
Headline: Your Campari Privilege
This card entitles you to two free eruptions of the world's most famous drink. The drink of the elite and discerning all over the world.
(Please tick the appropriate boxes and write in capital letters. Fill in the details on the reverse and hand this card over to the bartender. This offer is open till February 15, 1998.)
To get the real taste of Campari, ask the bartender to serve it in a chilled glass. Take your pick.
Campari with orange juice - (fresh orange is ideal) – Ice cubes, ¼ chilled Campari, ¼ orange juice
Camapri & Soda/Tonic – Ice cubes, ¼ chilled Campari, ¼ Tonic.
Campari Shakerato – Ice cubes, chilled Campari. Shake well and serve.
Let the taste seduce you!
With compliments from Galantino for McDowell's
Writing a Promotional Brochure Can Be Fun
This brochure for Campari was obviously a fun project for the copywriter. But that's only because she had a big idea that came directly from the product brief – it takes three drinks of Campari to evoke brand loyalty.
This idea lent itself beautifully to the story approach. And at the same time, built the image of the brand in a memorable way.
You may like to read the Campari direct mail letter, another sample letter for a whisky, and one for American Express.
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