Grinch Steals Attention IN A RARE CHANGE, the outer envelope of Carol Wright’s co-op coupon package has taken on a new look for a special holiday promotion.
Millions of the familiar brown envelopes mailed last month sported a colorful image of Dr. Seuss’ ornery character, the Grinch. The Grinch envelopes tied in to a Toys “R” Us holiday insert offering a chance to win a pair of movie passes to the Great Universal Pictures feature film, “How the Grinch Stole Christmas.”
“It’s our way of supporting the advertisers on the inside and getting the envelope opened,” says Joyce Alderman, marketing services manager for Cox Target Media Inc. of Largo, FL, which owns Carol Wright.
The passes were randomly placed in one of every 100,000 envelopes on Nov. 13, during the week the film opened. Recipients who found passes in their envelopes could redeem them at participating movie theaters.
The promotion, called “The Grinch Holiday Whobilation,” consisted of 10.5 million mailing pieces.
Other Toys “R” Us inserts offered prizes such as cash, gift cards, shopping sprees and trips to Universal Studios in Florida.
“I felt, in all confidence – without seeing the movie – that the promotion would be good for the envelope,” Alderman says.
Seldom Changed Since this is one of the few times Carol Wright’s outer envelope has been altered, a study will be conducted after the promotion to determine response, she says.
The company plans to pursue similar campaigns.
Carol Wright sends out its co-op coupon mailings 11 times a year to 22 million households.
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