文/奈

卡夫這次給自己VIP客戶的DM很特別：一個(gè)白色的盒子，里面裝著一份空白的日歷。

看慣諜戰(zhàn)片的童鞋應(yīng)該很清楚，這份貌似空白的日歷一定是可以顯影的！方法如下：把咖啡粉均勻地涂滿一面日歷，部分粉末會(huì)被日歷上設(shè)定好的膠水粘住，其他粉末則紛紛脫落，這樣，一幅咖啡粉圖文日歷就新鮮噴香地出爐了。

日歷內(nèi)容多是一些與咖啡有關(guān)的冷知識(shí)。

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.