Each recipient received a shark-attacked metal box that was carried in a John West apology bag that resembled a British Royal Mail 'Apology Bag', which is used when mail is damaged.

The copy on this bag apologised for the state of the contents and explained that the box had been prised from the jaws of a shark.On opening the mailing, the recipient is presented with a shark stapler, a videotape of the TV advert and a media schedule, together with the line, 'John West have endured the worst to bring you the best TV ad'.

No specific response was required from the mailing. However, TEQUILA\Manchester received extremely positive feedback from the client and the trade as a whole.

In addition, the mailing prompted three tailored features in Marketing, Sales Promotion and Incentive Today, plus a reference in an article run by Marketing Direct on pushing the boundaries of envelopes within Direct Marketing.