Vocalpoint / Gillette Venus Breeze Mailer (2008)

Overview

Vocalpoint was a word-of-mouth (WOM) marketing unit of P&G. Vocalpoint would send out product samples and trial offers from P&G brands to their panel of 600,000 American moms as an incentive for them to talk to their friends about the products. The subject of this mailer was the new Gillette Venus Breeze razor. Which, due to its lubricating strips, promised to leave your legs with surprising softness. So good. 

Playing off the theme of surprising softness, I designed this innovative mailer to open with a surprising two-step process and a soft spot gloss varnish coating. The interior features a product-holding well and a cross-fold brochure. 

Favorite part: The "sexy lady voices" audio (recorded by my female teammates) in the Flash intro on the accompanying microsite. 

What I Did

My writing partner and I created the concept for this WOM campaign.  I designed the packaging system and oversaw printing quality control. 

Agency: Upshot     Role: Senior Art Director