The 4-in-1 mailer generated a lot of buzz for Tic Tac among high-value new members. By smartly showcasing over 1200 movie titles in the form of a collector's item, we were able to achieve two things: a) Create goodwill for Tic Tac b) We were able to boost the average movie hiring rate to 2.5 movies a week in genres like romance, comedy, action & thrillers, and 1.5 movies a week in genres like biopics & sci-fi.