Laithwaites - changing the offer and getting noticed

With inserts – either press or pack – you have to get picked up and opened first. This insert was testing a 6 bottle offer against the normal 12 bottle which reduced the up-front price point. The cover was hated by almost everyone at the client – too lairy was one of the more polite comments! But inserts only work if you can get them opened, so the creative task was to create not just a strong offer but also something that would stand out when the insert floated out of the magazine. Once opened, then the story can be told. Compare this with the press ad next door…