Elephant Pharmacy is a retail chain based in Northern California that focuses on natural health and wellness products. Celery helped the company launch their first store with a unique direct mail campaign. Rather than starting from the “junk-mail” paradigm of a plastic bag door hanger stuffed with glossy coupons, we imagined the project as an opportunity to give a small gift to 30,000 people. This simple change of perspective impacted the whole project. The resulting “gift box” contained free samples of natural health and wellness products along with illustrated coupons. The mailer was constructed with recycled chip board and featured a pop-out door hanger, which made it completely recyclable. Each box was delivered with a fresh flower tucked into a paper belly-band. The flowers were the idea of Elephant’s founder and CEO, who really embraced the concept of direct mail as a gift-giving opportunity. People hate junk mail, but they love flowers.
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