Knife Mailing Backfires for Unilever

Posted on January 24, 2007 by Chief Marketer Staff

Packaged goods marketer Unilever NV/Plc sent knives to 200,000 families in the Netherlands in a direct mail campaign, which resulted in some children suffering injuries, according to wire service reports.

The Anglo-Dutch company had sent the letters, which included a small knife with a metal blade and plastic hilt, earlier this month to promote the use of one of its brands of margarine. But Unilever said three children had needed to visit a doctor and around 50 parents had filed a complaint.

Unilever said it had contacted the families, which had complained and had offered them a cuddly toy as consolation. It said it had not received any requests for compensation.

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