卡夫咖啡：互动DM香喷喷

文/奈

卡夫这次给自己VIP客户的DM很特别：一个白色的盒子，里面装着一份空白的日历。

看惯谍战片的童鞋应该很清楚，这份貌似空白的日历一定是可以显影的！方法如下：把咖啡粉均匀地涂满一面日历，部分粉末会被日历上设定好的胶水粘住，其他粉末则纷纷脱落，这样，一幅咖啡粉图文日历就新鲜喷香地出炉了。

日历内容多是一些与咖啡有关的冷知识。

Advertised brand: Kraft Foods Coffee Category
Advert title: „The Secrets of Coffee Mailing“
Advertising Agency (Name, City, Country): JWT Germany GmbH, Hamburg,
Germany
Agency website: http://www.jwt.de
Creative Director: Till Hohmann
Art Director: Petra Sievers, Jens Klaar, Alexander Rötterink
Copywriter: Oliver Ramm, Tina Krahne
Illustrator: Jens Klaar, Cathrin Hoffmann
Production: Hammesfahr Vertriebs GmbH

Coffee reveals coffee secrets The coffee calendar was a VIP mailing of the Kraft Foods Europe Coffee
Category for internal and external stakeholders. The main goal was to surprise
category experts and involve them. A strange Mailing: a white box with a seemingly
blank calendar. The content becomes visible only after coffee powder is spread
over the pages and sticks to the glue-print. Visuals and copy appear – coffee
secrets: strange facts, usages and effects. A random act of kindness well received and sure
to hang in offices for a year.
The Direct marketing titled The Secrets of Coffee Mailing was done by JWT Hamburg advertising agency in Germany. It was released in the Feb 2011. Business sector is: Non-alcoholic drinks.