Direct Mail:
Blundstone Footwear
Blundstone was looking to promote its Brutes range of boots by way of a gift-with-purchase offer. So we developed a concept that continues to build on Blundstone’s rugged and reliable brand image, whilst at the same time getting straight to the point with a bold call-to-action.
To achieve this, we used an irreverent, bloke-y tone in the headline. ‘GET A PAIR’ is a literal direction to buy, especially at the point of sale, and is also a cheeky play on the old saying ‘Grow a pair’. This masculine approach keeps the challenge out there for ‘the wearer’ to match the toughness of the product.
The Free T-Shirt offer was also featured prominently to act as the tipping point for the potential customer to go and… well, ‘demand what’s rightfully theirs!’