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How to sell more tableware to young married couples

08/12/2016

Background

Rosenthal was founded in Germany in 1879. From the beginning, the company had always mixed
tradition with innovation.

They wanted to find a way of selling more china tableware to young married couples setting up home for the first time, capitalising on the fact that tableware is their number one choice of wedding gift.

Rosenthal Weddinglope

Idea

Giving a voucher to be redeemed against the plates and cups the happy couple had itemised on their wedding list was boring.

But, remembering the old German tradition that smashing china is said to bring good luck to newlyweds, the noise banishing evil spirits, the idea was to create an envelope made of porcelain with a voucher for Rosenthal tableware hidden inside.

 

Results

Thanks to the Weddinglope, the number of vouchers sold at Rosenthal stores increased by 32% compared with the same period the previous year.

 

Comment

One of the strengths of mail, when you get it right, is that it has staying power. It lasts for weeks, even months in the home. But what makes this piece great is it has been designed not to last.

I love the fact that it makes something of the old superstition of breaking a plate to bring good luck because it would have created a memorable moment of theatre when the happy couple smashed it.

The irony, of course, is that the weddinglope is such a lovely thing in itself, you might want to keep it – but can’t.

Agency:
 Kolle Rebbe GmbH

Client:
 Rosenthal GmbH

Product: 
Porcelain

Title:
 The Weddinglope

Country: 
Germany

Patrick Collister
Patrick Collister

Editor Directory Magazine

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